Home / Borwise brand born

Borwise brand born

The Tunisian assembly landscape is set for a radical shake-up according to local start-up assembler Borwise. The company will launch desktop and laptop production next month promising Tunisian customers A-brand quality at aggressive price points.

The Tunisian assembly landscape is set for a radical shake-up according to local start-up Borwise. The company will launch desktop and laptop production next month promising Tunisian customers A-brand quality at aggressive price points.

“There are four assembly lines in Tunisia but all of them face after-sales issues. Their components are not high-grade,” explained Moalla Ghazi, president of Borwise. “We want to build products that compete with international brands, use top-rate components and are affordable. We may be more expensive than our local competitors but we are higher quality, and still cost less than branded PCs.”

Ghazi claims that the Tunisian IT market is currently experiencing a boom period, helped in part by government support for local PC initiatives. “The total addressable desktop PC market in Tunisia last year was estimated to be 110,000 units, and consumer ownership is around the 3% mark. The authorities are aiming to push that number up to 12% over the next few years through tax relief for local assemblers and special credit rates for end-users.”

Borwise will initially manufacture 5,000 desktops and a smaller number of laptops per year. Plans are also in place for LCD monitor production, with room for expansion as sales grow.

“We are targeting both consumers and corporates with products priced accordingly. Another segment being targeted is companies looking to upgrade PCs bought three or four years ago. The opportunities are there and we intend to take them,” concluded Ghazi.

Follow us to get the most comprehensive technology news in UAE delivered fresh from our social media accounts on Facebook, Twitter, Youtube, and listen to our Weekly Podcast. Click here to sign up for our weekly newsletter on curated technology news in the Middle East and Worldwide.

REGISTER NOW | Webinar Event | Security you can bank on – Safeguarding the Middle East’s financial sector

Presented in partnership with security and network specialist Cybereason, the second in the three part webinar series will bring together a panel of experts to discuss how banks and financial institutions are evolving their service offering while simultaneously staying one step ahead of the cyber criminals who seek to bring their operations crashing to the ground.

CHANNEL AWARD 2018