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MICS ready to expand portfolio

by Stuart Wilson, Friday 15 February 2013

Russian distributor MICS will look to expand its product portfolio through its participation at DISTREE EMEA, which takes place from February 19th to 22nd in Monaco. DISTREE EMEA facilitates thousands of pre-scheduled meetings between vendors and channel partners, creating hundreds of new distribution deals year after year. MICS is keen to see some of the latest innovations available in the notebook and tablet space and hopes to sign agreements with new vendors during the event.

Michael Yaroshevsky, head of business development at MICS, said: “We hope to establish contact with new vendors in order to expand our product offering and see what trends are shaping the market. We are interested in tablet PCs, convertible notebooks and new Windows 8 models. We will also be looking closely at memory products and tablet accessories.”

The Russian IT market has seen changes in the last year, particularly in terms of sales peaks and troughs previously associated with seasonality. Yaroshevsky explained: “In contrast to previous years, 2012 saw no definite hike in seasonal sales for back-to-school and Christmas, while summer sales were more or less flat. This may be a hint that the Russian IT market is maturing and becoming more like the European market – more predictable.”

Yaroshevsky claims that softness in Europe in the fourth quarter of 2012 had a knock-on effect in Russia. The market is also seeing significant form factor shifts as smartphones, tablets and convertible PCs exert pressure on the traditional notebook space.

“There was an unexpectedly slow start for Windows 8 and some uncertainty over its further penetration and the appearance of new devices that fully utilise its capabilities,” explained Yaroshevsky.

MICS’ core business is distribution and the company represents a number of A-brand PC vendors including Samsung, Lenovo and Dell. The distributor’s portfolio also includes printers, scanners, displays, TVs, networking kit, memory products and accessories.

During 2013 MICS plan to further expand and strengthen its customer base across Russia. The company will look to strengthen its e-commerce capabilities, work on systems integration projects and continue to target corporate, SMB and retail channels. MICS is also committed to improving its logistics support for channel partners.

“In 2013 the Russian distribution channel should undergo certain changes. A number of top-selling vendors will switch to direct supply to major clients such as federal retail networks,” commented Yaroshevsky. “The distribution channel will focus on SMBs, mostly in the regions. With a clear understanding of this trend, MICS is working hard to move in this direction.”

MICS expects the Russian market to grow between 10% and 20% in 2013. Margins are expected to erode as Russia moves towards more developed channel models similar to European markets.

“MICS plans to focus on second tier vendors that would like to come to the Russian market and build sales through established distribution channels,” continued Yaroshevsky. “The share of the market for such vendors is growing, and the importance of distribution is increasing accordingly.”

MICS is constantly looking to improve the range of value-added services it offers including marketing support, product availability, training and education as well as post-sales service.

“A distributor’s role is to reduce the risks involved in business and provide the channel with a timely and efficient service model,” concluded Yaroshevsky.


Top distributors, retailers and e-tailers from across the EMEA region are invited to attend DISTREE EMEA 2013, the premier event for the regional ICT and CE channel, from February 19-22nd in Monaco.

DISTREE EMEA gathers hundreds of senior executives from EMEA’s Information Communications Technologies (ICT) & Consumer Electronics (CE) volume channel. DISTREE EMEA is a powerful business platform for vendors looking to manage, build or launch routes-to-market within EMEA. From A-brand vendors to start-ups, the DISTREE EMEA structure and reach offers business benefits and powerful return on investment.

During the course of the three-day event, delegates take part in thousands of pre-scheduled one-on-one meetings with hundreds of vendors. Each year, hundreds of new distribution agreements are struck across the region as a result of business relationships initiated at DISTREE EMEA.

DISTREE EMEA 2013 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2013 Awards’ will include more than 20 categories for vendors and distributors from across the region.


For more information on attending DISTREE EMEA 2013 please contact fhemraj@distree.com quoting code DEMEA13


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