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AOC to set-up Middle East headquarters in UAE

Vendor to also open regional warehousing facility

AOC to set-up Middle East headquarters in UAE
The motivation for seeking local presence is to gain greater control over the development and support of the channel, say Liu.

Display panels vendor Art of Colors (AOC) is set to open its first regional headquarters and warehouse for the Middle East and Africa (MEA) region in Dubai. The office and warehousing facility are expected to be operational in the first quarter of 2012, according to the company and will serve the Middle East, Levant and Africa region.

AOC has up to now, been represented in the Middle East region through a resident regional manager who provides sales and channel support to the vendor's distributors and reseller network.

The plan to set-up a regional head office and warehouse is in line with AOC's geographical expansion strategy that has seen the monitor vendor appoint six distribution partners in the Middle East, Africa and Asia region since January this year.

Brian Liu, vice president Sales - MEA & CIS, Central Asia, AOC, said the motivation for seeking local presence is to gain greater control over the development and support of AOC's channel business in the MEA region. He added that despite the global recessionary pressure over the last two years, AOC has managed to introduce its brand and build its channel business from scratch. "We have moved from selling nothing in the market to almost one million units sold in the last two years. Our target in the next two years in the Middle East is to start selling a million units per year," he said.

He added that as AOC's goal is to become the number one monitor vendor, it's critical that the company aggressively develops its in-country presence and channel business especially in emerging geographies where business growth is still in double digits. "We believe having a regional head office will help the brand to penetrate the market further," he said.

Liu added that the MEA region is an important region for AOC's emerging markets strategy and it's for this reason that the company has decided to formally establish a regional hub which will be complemented by a warehousing facility. "The warehouse will help in providing efficient logistics to the channel and shorten times for partners to receive products from our production plants," he said.

He added that the warehouse will provide products and logistical services to all partners in the region. "With a regional warehouse capability in the Middle East, partners can expect improved stock holding and inventory," he added.

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