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Linksys appoints Egyptian distributor

Linksys has signed up Silicon21 as its first in-country distributor for Egypt. Linksys is also eyeing up signing similar deals with distributors across North and sub-Saharan Africa as part of major expansion plans for 2005.

Networking vendor Linksys has signed up Silicon21 as its first in-country distributor for Egypt. Linksys is also eyeing up signing similar deals with distributors across North and sub-Saharan Africa as part of major expansion plans for 2005.

“Silicon21 has been in the Egyptian market for some time now [since 1996] and they have a deep understanding and knowledge of the national channel,” said Mohammed Meraj Hoda, regional manager at Linksys Middle East and Africa. “We can leverage the resources of Cisco, our parent company, in the country and push sales in Egypt to create a very strong channel landscape by the end of next year.”

The appointment of Silicon21 heralds the start of an aggressive African channel push for Linksys. Having recently appointed several in-country distributors for Middle East territories, including Logicom in the Levant, the vendor now plans to build a strong presence across major African markets.

“In North Africa we are looking at Algeria, Tunisia, and Morocco as these are the primary markets for our range of networking products. In sub-Saharan Africa our focus will be on Ghana, Kenya, Tanzania and Nigeria. We are looking for in-country distributors with product knowledge to best fulfill the requirements of local resellers,” added Hoda.

Linksys is best known in the US and Europe for its range of broadband and wireless products, but Hoda acknowledged that the vendor would be positioning a different range of products for the African markets. “I don’t think much of the market here in the region is matured for the broadband business. But if you look into our portfolio we don’t have only broadband or wireless products. Our prime aim is to grow the wired products that we offer through our reseller channel. And there is significant business in this field.”

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