Apple appoints Metra as UAE and KSA distie

Distributor granted rights to sell all Apple products except the iPhone array

Tags: Apple IncorporatedMetra Computer Group
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Apple appoints Metra as UAE and KSA distie Metra is authorised to sell all Apple products except the iPhone range.
By  Manda Banda Published  September 11, 2013

iPhone maker Apple Inc, has appointed regional distributor Metra Computer Group as its distributor for the UAE and KSA markets.

Under the deal, Metra is authorised to sell all Apple products except the iPhone range to resellers and retailers in the UAE and KSA market.

Industry pundits have welcomed Apple's move to appoint a volume distributor of Metra's stature and are optimistic it will help in reducing grey and parallel importation of the vendor's products not just in the two countries but the Middle East and North Africa (MENA) region.

Tamer Elshourbagy, executive vice president, Metra Computer Group, said Metra has always served its channel partners by trying to diversify the product range offered to them and this partnership will add to the broadening of the product portfolio on many different levels. "With the Apple products on board we have many exciting plans being prepared that we will reveal at the appropriate time," Elshourbagy said.

The appointment of Metra brings to two the number of Apple authorised distributors in the Middle East region. Dubai-based Arab Business Machines (ABM), part of the multinational Midis Group, is also an Apple authorised distributor in the Middle East. ABM currently sells Apple products through its network of Apple authorised premium resellers, Apple authorised resellers and solution experts, and authorised retailers in Lebanon, Egypt, GCC, Jordan and Yemen.

Established in 1982, Metra has operations in 11 countries with local sales offices and logistics centres. The distributor, which did $660m in sales in 2012, has 800 staff and represents more than 20-plus vendors across the MENA region.

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