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Lenovo calls on HP distie to boost KSA business

AIM becomes the first Saudi-based distribution partner for commercial and consumer products

Bassam Abu Baker is confident that AIM’s coverage of the Saudi market will result in market share gains for Lenovo.
Bassam Abu Baker is confident that AIM’s coverage of the Saudi market will result in market share gains for Lenovo.

PC Vendor Lenovo has strengthened its local distribution network in Saudi Arabia by signing up HP distributor Advanced Integrated Media Company (AIM).

The agreement grants AIM the right to carry both Lenovo's consumer and commercial products. More significantly, it makes AIM the first Saudi-based distributor in the Kingdom. All its other partners, such as FDC and Asbis, are regional players with a local presence in Saudi Arabia.

Bassam Abu Baker, group general manager at AIM, feels that the company's understanding of the Saudi market will set it in good stead.

 "We don't see any real competition in the local market, as most of the other partners are not present here and they don't have the investment that we have put in to develop the market," he commented.

Abu Baker adds that Lenovo is serious about increasing its market share in Saudi Arabia, which is why it has moved to appoint AIM.

"Anyone that is keen to work hard in the local market, and partner with a serious and supportive vendor will succeed and gain market share, despite any other factors. Many customers are looking for partners who will work closely with them by offering stock that fulfills their needs and providing the support they need," he said.