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Albatron reaches out

After signing Al Yousuf, motherboard manufacturer reveals it is now scouting for a distribution partner in Saudi market.

Motherboard and VGA card vendor Albatron claims it is now searching for a distribution partner in Saudi following a series of moves to expand its reach in the Middle East.

The hunt for an ally in Saudi comes after Albatron recently inked a pan-regional deal with Al Yousuf and extended an existing distribution deal with IT firm Summit to incorporate Iraq.

Dottie Chen, sales specialist at Albatron, said: "We want to have fortitude in three main markets: Egypt, Saudi Arabia and Iran. Those are our three main markets of focus in the Middle East. We're already strong in Egypt and Iran, but for Saudi we are still trying to find a suitable distributor."

Following these distribution agreements, Albatron claims it is now in a strong position - with two distributors based in Dubai - to penetrate markets such as Iraq, the Levant and Kuwait.

Al Yousuf will distribute to all countries in the Middle East apart from Iraq, Iran, Syria and Egypt. Summit, meanwhile, has already built foundations with Albatron in Syria and will now embark on a similar task in Iraq.

"Summit has already been distributing in Syria and it is quite good at developing new markets," proclaimed Chen. "It has already started to conquer new markets from Dubai, so we chose to extend our distribution strategy with it. Our brand image is growing and brand recognition is now quite strong in the Middle East so Al Yousuf was interested in working with us," she added.

The vendor maintains it will manage its Middle East channel strategy by awarding distributors a strong degree of autonomy.

"We cannot really understand the requirements of the customer as well as local companies can so we don't get involved in selecting partners. The selected distributors create our brand image in the Middle East, but we also work closely with our customers to offer support," concluded Chen.

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