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Almasa takes Acer into Iraq

Almasa IT Distribution’s 3C Group Division has picked up distribution rights for Acer’s entire product portfolio in Iraq. The deal marks Almasa’s first distribution agreement with a vendor for desktop PCs.

Almasa IT Distribution’s 3C Group Division has picked up distribution rights for Acer’s entire product portfolio in Iraq. The deal marks Almasa’s first distribution agreement with a vendor for desktop PCs. Almasa will provide service and support for Acer products distributed into Iraq.

Ebrahim Kojouri, director at Almasa IT Distribution’s 3C Group Division, commented: “This is the first PC manufacturer that Almasa has signed a distribution agreement with and complements perfectly our range of vendors and their products. Acer will be a strategic vendor for Almasa and we are fully committed to ensuring that we dedicate the right resources to ensure a successful partnership. Acer came to Almasa because they were aware of our IT distribution experience and ability to provide dedicated support to vendors”.

Krishna Murthy, General Manager at Acer Middle East, added: “Almasa has solid experience of the Iraqi market and can display a track record of success in in-country channel development. Their established relationships with resellers will assist us in meeting our EMEA objectives of strengthening our ‘brand awareness’, increasing market share and implementing a common policy for our channel resources.”

“Acer EMEA is dedicated to its channel-centric, indirect business model and its authorised resellers, who through Almasa will offer a complete line of computer systems, next generation IT services, software and digital home entertainment products to the market,” he added.

Almasa will sell the full range of Acer products including PCs, notebooks, monitors and projectors into Iraq’s fast emerging IT channel. Almasa has finalised several Iraq distribution deals with vendors in recent months. The company signed up URUK IT as a channel partner for the sale of Galaxy VGA cards into Iraq in September. Almasa was also confirmed as Logistics Service Partner (LSP) and Channel Development Partner (CDP) for HP’s Imaging and Printing Group (IPG) hardware solutions in June.

Almasa’s decision to select Acer, a fierce competitor to HP in the Middle East, as its first vendor to distribute desktop PCs for, raises several interesting issues. HP is keen for distributors to focus on the entire HP portfolio and sell the maximum product range possible rather than specialise in one particular segment. It is a message that HP’s channel team is keen to push.

Christoph Schell, solution partners organisation (SPO) manager International Sales Europe (ISE) at HP, speaking at Gitex, explained: “With the partner organisation being responsible for sales, quite honestly, wearing that hat, nothing is worse than having a specialist partner set up. If I go and see a partner I want to sell the maximum that I can. If this partner only has one product exhibit, be it printers, then I see this as a slight waste of his and my time. Obviously, if you talk to the people doing HP printers, they like the focus a lot. If you take a helicopter view on it, it doesn’t make sense.”

Speaking specifically on Almasa’s failure to pick up any distribution awards at HP’s Middle East partner awards ceremony, Schell added: “What I would rather be entertaining with Almasa is not whether they get an award or not, but what are the products they like to carry. I know that Almasa is very interested in that and these are the discussions that we are going to have.”

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