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Creative mulls channel boost

Components and digital device vendor Creative, which is appearing at Gitex with its key in-country distributor at Gitex this week, plans to expand its channel in Saudi Arabia, appointing a second distributor to work alongside AIM.

Components and digital device vendor Creative, which is appearing at Gitex with its key in-country distributor at Gitex this week, plans to expand its channel in Saudi Arabia, appointing a second distributor to work alongside AIM.

The Creative team recently flew to the Kingdom for a three-day visit to finalise details of the new distribution deal. George Ng, general manager at Creative Labs Middle East explains that while its current distributor, AIM, is performing strongly the company feels the time is right to expand the scope and reach of its in-country routes-to-market even further.

“For components, AIM does a very good job and they have been in the market a long time. They are an excellent partner and have spent a lot of time working on the portfolio, but there is a limit to what they can do,” says Ng.

“What we don’t do with partners is say ‘if you cannot perform I will chop you’. I do not believe in that principle; I believe in win-win situations. I work together with a company up to the point where it cannot handle my expectations anymore and then I ask them for their blessing to let me look for someone else in the channel,” adds Ng.

Creative has invested heavily in the Middle East and is keen to develop in large markets such as Saudi as it pushes its consumer digital device offerings — the fastest growing part of its portfolio.

“We can safely say that we are not switching partners. Usually most companies say that Saudi is big enough for three partners. We are comfortable that there is potential to increase the business if we have more than one partner,” concludes Leonard Yap, associate marketing manager at Creative Middle East.

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