Retail appeal

Emad Jaddo, managing director, IT Connections is rallying its retail business allies to join it as it boosts channel partnerships in the Middle East

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Retail appeal
By  Manda Banda Published  December 2, 2012

Emad Jaddo, managing director, IT Connections is rallying its retail business allies to join it as it boosts channel partnerships in the Middle East.

CME: What business strategy has IT Connections adopted for the Middle East traditional reseller channels and power retailers?

EJ: We are in the ITC industry and believe in building strong relations with all our partners across the region. The management’s vision for this market stems from long years of experience in the retail segment in the Middle East. We have built our business through dedication and have customer-oriented services that focus on strong channel relationships with all our partners.

CME: How long has IT Connections been operational in the Middle East IT industry for?

EJ: IT Connections was established in 2009 in the UAE with a branch in Jordan. The region then was still struggling with the global financial meltdown. When we started, we faced a lot of challenges in the market but we managed to overcome the difficulties and successfully established a stronger reputation within the market especially in the United Arab Emirates. Since then, we have been expanding our operations to the rest of GCC region.

CME: What has been IT Connections focus in the Middle East region?

EJ: As IT Connections, we thrive on providing the consumer with diverse and innovative products and accessories that add value, quality and functionality.

CME: How many vendor brands do you represent as IT Connections at the moment?

EJ: We currently have three main brands in our portfolio and these include Iomega storage solutions, Liquid Image sport gadgets and Cygnett, the fashionable accessories array.

CME: What support are you receiving from all your vendor partners whose brands you represent in the Middle East market?

EJ: The type of support differs from brand-to-brand and not all are willing to support financially or with market development funds. However, we do understand that we need to give our best for the brands we have in our portfolio and invest in order to build these brands up in the regional channel.

CME: What type of power retail partners is your company working with in the Middle East region?

EJ: We are working with all the power retailers across the Middle East belt. These are: iStyle, Virgin Mega Stores, CompuMe, Sharaf DG, Emax Electronics and many hypermarkets. We also work with specialised retailers such as Adventure HQ & Snow Pro.

CME: Which countries in the Middle East region is your Dubai operation addressing and supporting?

EJ: We cater to all customers all over the Middle East region from Dubai and provide all the support that is needed for them to succeed.

CME: Does IT Connections have subsidiaries in other countries in the Middle East?

EJ: We have a branch in Jordan which has been operating since 2010 and business has been good.

CME: How do you rate the Middle East IT channel in terms of business opportunities and potential for the products you supply?

EJ: Having been in the Middle East IT channel introducing our products to a wide range of clients, we have definitely contributed to creating a great opportunity for ourselves and in doing so, have aided in building the brands we represent. We believe that every brand we add to our portfolio, brings uniqueness, quality and innovation, strong attributes that have helped the company to grow much faster in the retail segment.

CME: Where will majority of your growth come from for IT Connections in the Middle East market?

EJ: We are witnessing healthy growth in the UAE, KSA and Qatar at the moment and we are expecting this to continue in the coming year.

CME: Are you looking at setting up subsidiaries in other parts of the Middle East and Africa region?

EJ: Yes we will but our plans stretch over the next two years and the expansion will focus across the entire region.

CME: Which countries have you identified to be key for your expansion plans in the region?

EJ: The KSA and Qatar are the key markets in this region and we will be devoting our time to the two countries over the next two years.

CME: What can your channel partners expect from IT Connections this year and the year ahead?

EJ: We have aggressive plans to build our brands in the region and introducing new exciting brands that we are currently negotiating with potential vendor partners.

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