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Parrot plans Middle East retail boost

by Stuart Wilson, Thursday 24 April 2008

Wireless mobile phone accessories vendor Parrot is preparing to boost its Middle East retail channel activities. The company’s participation at this year’s Digital Consumer Channel (DCC) event in Fujairah will provide the platform for reinforcing and developing relationships with retailers in the Gulf.

Michael Luke, Middle East and Africa sales manager at Parrot, said: “Parrot will attend DCC MEA to strengthen its position with Gulf retailers in Bluetooth hands free and multimedia peripherals. Parrot intends to maximise the availability of its product portfolio in the market.”

Founded in 1994, Parrot quickly established itself in the wireless mobile phone accessories space and claims that it was one of the first companies to produce Bluetooth-enabled wireless hands-free car kits.

Parrot’s product portfolio includes wireless car kits, plug and play car radio products and multimedia products such as portable speakers and digital frames. “We want to create better brand awareness,” added Luke. “Our three main channels are power retailers, mobile retailers and retailers in the automotive space.”

According to Luke, Parrot offers a comprehensive and well-established pricing programme that ensures adequate margin for both distributors and retailers.

“Parrot is an innovative manufacturer introducing new technologies,” continued Luke. “Though new competitors arrive on the market on a regular basis with fair competition on prices, Parrot does not consider that its is facing a single competitor on its full product range, but rather various competitors on individual product segments.”

“Retailers can differentiate their offering by providing quality products, clear floor plans with excellent visibility and fair prices. Parrot will help them by offering quality product, fair prices and maximising promotions and incentives,” he added.

Parrot now has an international focus, both in terms of its client base - with 86.6% of sales now generated outside France - and also in terms of production, which is outsourced to carefully selected partners. Parrot’s sales have tripled since 2005. In 2007, Parrot sold over 5 million product units and generated US$345m in revenues - up 32% on 2006.

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