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INTERVIEW: Dia Hamdan, Asbis

by Stuart Wilson, Monday 9 June 2014

Distributor Asbis will participate at this month’s DISTREE Africa event to promote its own brand Prestigio products to channel partners from across the region. Channel EMEA caught up with Dia Hamdan, marketing manager Middle East and Africa (MEA) at Asbis to learn more about how the company is building and developing routes-to-market for the Prestigio product portfolio and the company’s plans for Africa.

Channel EMEA (CE): What do you want to achieve at DISTREE Africa 2014? What are your key goals for the event?

Dia Hamdan (DH): Prestigio is a fast-growing and well-established international brand represented in 32 offices and sold in 70 countries and is increasingly ranked among the most regarded brands in emerging markets across the EMEA region. Only a few years ago, Africa was viewed as a potential pitfall for investors; but today it is dubbed ‘the fastest growing continent’.

Ten out of the eleven fastest economies over the next decade will be African and Prestigio wants to be a part of this change. By participating in DISTREE Africa, we will share ideas and strategies with our existing partners and also meet potential new partners.

CE: What products will Prsetigio be showcasing at DISTREE Africa 2014? What do you want channel partners to know about your portfolio?

DH: Prestigio has a huge product line-up including smartphones and tablets – both Android and Windows - plus accessories , GPS navigators, health products, and e-book readers. We also have digital signage solutions for retail and Prestigio solutions for education, government and corporate customers.

CE: Describe how Prsetigio’s channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

DH: We are coming to Africa with a special programme for the channel that we will launch during DISTREE Africa called ‘Stay Close Together’. This programme includes special rewards, training and market development funds for our channel partner to maximise their benefits and help us grow together in the market. We see huge opportunity in African telecoms channels.

CE: Why should channel partners stock and sell Prestigio products? What makes your channel proposition better than competitors in the market?

DH: We are not new to the African market. Asbis has a long history in Africa and solid relationships with channel partners. With the Prestigio brand we are continuing to serve our customers and expanding our network to serve different segments.

CE: What sort of support do you offer channel partners in terms of marketing, promotions and channel development activities?

DH: We run special events, training for their staff, supply marketing materials and dispatch weekly e-mails with the latest news and highlighting the selling points for each product. We include partner logos in our own marketing communications – online, offline, BTL and ATL. We help in terms of both and push and pull demand and work closely with our partners from both a retail and distribution perspective.

Sufficient margin

CE: Is Prestigio channel-friendly? What are your overall channel goals and aims for 2014?

DH: Yes, we are channel-friendly. Our go-to-market strategy involves building a strong relation with our partners, ensuring they are satisfied and have sufficient margin to encourage them to focus even more on our products. We back this up with the support and training to help them grow more and more. We’re looking forward to meeting partners from across the region at DISTREE Africa 2014.

Channel EMEA is an official Media Partner for DISTREE Africa 2014

African channel partners interested in discussing business opportunities with Prestigio executives can pre-schedule one-on-one meetings at DISTREE Africa 2014.

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April, 2021

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