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XTouch moves to grow mobile business in MEA

Vendor wants to cement business presence in Middle East and Africa (MEA) market

XTouch moves to grow mobile business in MEA
Lee says XTouch is selling 100, 000 units of its product range per month in the MEA region.

China-based tablet and smartphone manufacturer XTouch has said it's using its participation at DISTREE Middle East 2014, to strengthen its alliances with distributors, retailers and resellers across the Middle East and Africa (MEA) region.

The vendor, which is showcasing its tablet range, smartphones and smart watches with full calling functions, said coming to the region's premier consumer electronics retail fair is the perfect platform for XTouch to hear from channel partners in the region.

Jack Lee, senior vice president and co-owner of XTouch, said the company's strategy with its mobile business is to focus on emerging markets. "We already have presence in the retail sector across MEA but being here helps us to share with our distributor and channel partners on what we are doing to the product roadmap and offerings that are coming down the line," he said.

Lee, who is former corporate vice president, Lenovo Middle East and Africa, said he is using some of the experience he gained at the number one PC maker to further develop XTouch's channel business and development in the MEA market. "This region represents a considerable market opportunity for our mobile devices. Currently, we are selling 100,000 units per month in MEA region alone," he said.

Lee explained that from the monthly sales, smart watches account for 10%, smartphones 40% and tablets contribute 50% in MEA. "Although we are a Chinese company, we have decided not to sell our products in China. We believe that there is so much potential for us to grow our presence in emerging markets outside China," he said.

Lee pointed out that XTouch has two headquarters one in Shenzen, China and Dubai. "The Dubai head office looks after the whole MEA operations while the China headquarters looks after the manufacturing, R&D, business operations and logistics.

He said currently, XTouch is distributed in the Middle East by Redington Gulf and the company is already working with all the power retailers. "We have come a long way from selling our products at Dragon Mart Mall in Dubai to working with independent high street mobile retailers. I am delighted that we have now managed to set-up a formal authorised two-tier channel that will help us to further penetrate the market with quality product offerings," he said.

Lee also revealed that he is moving back to Dubai to head the operations in the MEA region. "We have made tremendous progress and I want to ensure that we keep this momentum going with all our partners," he said.

Remarking on the issue of service, Lee pointed out that XTouch has taken the responsibility to handle the servicing of all the products in the UAE in-house. "We offer support on all our products and in other regions outside UAE, we have outsourced that function to third parties," he said.

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