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Printronix points to Dubai

Printing and RFID solutions provider Printronix plans to establish a base in Dubai by the end of 2004 and start recruiting systems integrators to expand its regional channel.

Printing and radio frequency identification (RFID) solutions provider Printronix plans to establish a base in Dubai by the end of 2004 and start recruiting systems integrators to expand its regional channel. The MEA region had previously been handled out of Printronix’s Paris office and the vendor worked through Sedco, its Saudi-based master distributor.

“We want to be closer to our client base and we will achieve this when we move to Dubai,” said Claus Hinge, EMEA vice president for sales and marketing. “Within the next few months we will be up and running with application engineers and sales people and will have the necessary infrastructure in place in order to provide expertise to the local market.”

“We want to work directly with the large accounts because they rely on our expertise and support. And we are going to fulfill the demand for our RFID solutions through business partners via our master distributor and additional system integrators who have expertise in RFID or who are going to develop that with our aid and help,” added Hinge.

Hinge foresees a surge in RFID technology across the region, but insists that IT companies must look to the long term as the technology matures.

“There is a lot of hype around RFID and there is a lot of expectation about it being a booming business right now but I don’t think that this is the case. There is no question about the technology being accepted and adopted. It is just the adoption curve is going to be slow as with any new technology.”

Nasdaq-listed Printronix recorded a turnover of US$125m last year. The vendor has manufacturing facilities in Singapore and operates a just-in-time logistics model by building to order and shipping 80% of orders within 24 hours. Printronix has a staff of 850 stationed across the globe working with corporate clients like IBM and Walmart. Printronix also caters to businesses requiring more traditional barcode applications and is looking to ramp up sales of line matrix and thermal solutions across the Middle East.

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