Home / PNY ties up with Almasa

PNY ties up with Almasa

Almasa IT distribution has signed up another graphics card vendor in the shape of PNY. After inking an exclusive distribution deal for the entire Middle East, Almasa will soon begin selling PNY’s high performance consumer and business solutions.

Graphics card and memory vendor PNY is taking its first steps in the Middle East market after penning an exclusive distribution deal with Almasa IT Distribution (Almasa) for the entire Middle East region, including Iran. PNY manufactures both memory formats such as flash, as well as graphics cards. Almasa will distribute the entire range of PNY’s products.

“We work very closely with NVidia and they introduced us to Almasa, which was very fortuitous for us as we were looking for someone to partner with in the Middle East,” says Simon Lee, area sales manager for PNY Europe. “In the US and Europe we are particularly strong in the retail environment and have been developing e-tailing over the last year. It is in those areas that we will be focusing our efforts and will expand on this together with Almasa.”

The vendor will provide technical support to customers through Almasa, and will work in conjunction with its graphics partner, NVidia, for large corporate projects. The distributor is, in turn, assisting PNY through establishing channels across the Middle East to suit its range of products.

PNY sees a gap in the graphics market for business users in need of high performance graphics and believes its Quadro range of graphics cards will fill a niche within the local market. “From what we can tell, the professional side of the market, such as the building and design industries, has not been well served by the graphics industry. Given the type of industries present in the region there seems to be a lot of potential for expanding the use of professional graphics,” adds Lee.

Almasa has added several graphics cards vendors to its portfolio recently, but it has no concerns over cannibalising its channels. “There is no overlap between the different card manufacturers we carry,” says Aref Rahimi, channel sales specialist for Almasa. “PNY addresses a different sector of the market to our other partners. We will discuss internet sales with PNY, as well as going through retail [channels]. We are looking at a very specific section of the channel for PNY,” he adds.

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