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DISTREE to debut ‘Fresh Programme’ at Abu Dhabi event

DISTREE Events to mark 10th anniversary with new initiatives at the 2014 Middle East show

DISTREE to debut ‘Fresh Programme’ at Abu Dhabi event
Hemraj says this year's show will see a lot of new initiatives being introduced.

DISTREE Events has revealed that it will launch a new programme dedicated to new products and technology at this year's Middle East show in Abu Dhabi.

According to DISTREE, the introduction of  ‘Fresh: A First Look at New Technology', follows the success this programme has received at the Monte Carlo event and is aimed at showcasing the latest technology, products and consumer electronics (CE) devices from around the region and globe.

DISTREE said the May 2014 event in the UAE's capital will include three separate product showcase sessions including: Fresh: A First Look at New Technology, ‘Wearables Live' and ‘60 Seconds to Convince'.

Farouk Hemraj, CEO, DISTREE Events, said in an interview with Channel Middle East, that this year's event is special as it also marks the tenth anniversary of running this dedicated consumer electronics retail event for the Middle East region.

Hemraj said to celebrate this milestone, DISTREE Events will be introducing new sessions and topics mirroring the main event at Monte Carlo, held at the start of the year for all EMEA-based vendors, distributors, retailers and e-tailers of consumer electronics. "The feedback from the region's retail players has been positive. We will be introducing new topics and one of them will focus on the increasing role retail is playing in the SMB segment," he said.

He pointed out that a recent survey conducted by MS in the UK revealed that 42% of SMBs in Europe bought their products from the retail channel. "This is a massive opportunity for retailers. However, the survey also found out that most of the retailers aren't able to identify up-selling or cross-selling opportunities to customers in this market segment," he said. "We will be discussing this at the Abu Dhabi event to establish to what extent the retail channel in the Middle East is engaging the SMB market."

Hemraj explained that the Fresh session is a powerful opportunity for innovative vendors to present their products to the Middle East's most influential channel audience. "Produced in conjunction with Sightline Group, Fresh' is a fast-moving production showcasing new technologies," he said.

Hemraj added that each showcase session offers a unique opportunity for vendors. "Fresh is a chance for vendors to showcase in detail products under development or about to hit the market and we have a committee that is looking into all entries. We hope we will be able to showcase as much technology developed here in the Middle East region," he said.

DISTREE Events said more than 70 retail brands are set to participate at the event this year, presenting their latest products and holding pre-scheduled one-on-one meetings with leading retailers. DISTREE Middle East kicks off on 20th to 22nd May at the Fairmont Hotel in Abu Dhabi.

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