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AMD adds third Egyptian distributor

Move appears designed to stifle Intel’s dominance of the market

In a move that appears designed to stifle Intel’s dominance of the market, AMD has appointed yet another distributor to carry its products in Egypt.

The CPU vendor has confirmed the appointment of EMAK to its distribution line-up, augmenting earlier agreements with local hardware wholesalers Gamma and Quest.

AMD regards the signing of EMAK, which belongs to MAK Holding, as a necessary step in its pursuit of a stronger presence in Egypt.

“Egypt is a key market for AMD and we are constantly working on extending our involvement in the region,” stressed Abdallah Saqqa, regional distribution and sales manager for AMD MEA and Pakistan. “Distributors with in-depth market knowledge are vital to our business in MEA and we believe that their role is not limited to promotion and distribution alone, but that they will bring on board new plans and strategies needed at each stage of development,” added Saqqa.

While the Egyptian PC sector comprises a large number of locally built systems, overall consumption remains small. IDC data released last year valued the market at just 320,000 units, with more than 40% of this figure swallowed up by HP, Dell and Acer.

EMAK is one of AMD’s longest serving partners in Egypt, having sold the vendor’s products in a reseller capacity for the last eight years.