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HOME FEATURES › INTERVIEW: Stanca Stadler, Ninja Computers

INTERVIEW: Stanca Stadler, Ninja Computers

by Stuart Wilson, Thursday 20 June 2013

Next week’s DISTREE Russia & CIS has become a ‘must attend’ event for vendors looking to launch, build or manage channels in the fast-growing region. Gathering together top distributors, retailers and resellers together in one place at one time, the event allows vendors to pre-schedule meetings with both existing and potential partners. Ninja Computers is one of dozens of vendors looking to launch channels at the event. Channel EMEA caught up with Stanca Stadler, business development manager at Ninja Computers to find out more.

Channel EMEA (CE): What does Ninja want to achieve at DISTREE Russia & CIS 2013? What are your key goals for the event?

Stanca Stadler (SS): We are looking for distributors that speak the same language as us and can understand our programmes well enough to promote our products to partners. We will then look to training partners because we have to be confident in our resellers and distributors. We want to find a few key partners in the Russia & CIS region who can manage our distribution.

CE: What products will Ninja showcase at DISTREE Russia & CIS 2013?

SS: We want to promote our own range of tablets called I Nix and Mr. Tab. We want to establish partnerships that are lucrative on a long term basis. We want to be able to develop the trust that enables mutual growth and business benefit for both us and the partner.

Ninja Computers is the kind of vendor who will sit down with partners, understand their needs and challenges and help them visualise the opportunities that lie ahead of them. We want to help them plug into the resources they need to actually realise the potential of emerging technology trends.

CE: How has Ninja’s channel business developed in the past 12 months?

SS: Ninja Group has been in the UAE since1992. Ninja Computers is one of the divisions of the group and has operated in the market since 2003. We started to distribute our carefully selected products to retail, cellular, corporate and online channels within UAE. In the last few years we have expanded into Oman, Qatar, Bahrain and Kuwait and we are planning more expansion. That’s one of the reasons why we are participating in DISTREE Russia & CIS.

Tablets are still pretty new devices and it is tough to know which one – or if any one – is right for you. Tablets are ideal for busy individuals seeking a convenient mobile companion. There will come a day when the tablet market in units will be larger than the PC market. Many companies are introducing tablets to their workforce and they are cutting down significantly on their printing activities. One example is schools that are rolling out tablets - and this trend is accelerating sharply.

Customer satisfaction

CE: Why should distributors, resellers and retailers stock and sell Ninja products?

SS: Ninja Computers’ sales organisation is committed to customer satisfaction. We want to always be in the eyes of the customer; this is the core of what we do. We hold the power to keep customers loyal and it is an immense responsibility that our team embraces in every interaction. We also have an extraordinarily capable group of partners in the Middle East.

In the past few years since we revamped our competency model, our partners have embraced our new training and it shows in our continually increasing customer satisfaction scores. As an example, in the last two years alone, our partners have increased their sales by 70%. Customers want to buy from trusted companies and Ninja Computers’ sales organisation and channel partners are delivering that expertise consistently.

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

SS: We have exceptional product quality, systematic channel development programmes and broad geographic coverage, plus an abundance of special offers and promotions. Ninja also offers consistent competitive pricing, regular product training for partners, marketing channel activities, timely and accurate logistics execution, inventory availability and ease of doing business.

CE: How would you describe your overall go-to-market strategy in the Russia & CIS market?

SS: I believe that our ability to negotiate and collaborate with principles to establish scenarios that open up significant market opportunities for all parties involved is an added advantage. Whether this is in terms of negotiating the right prices or branding opportunities, this is our overall approach for Russia and CIS market. Our growth strategy is to expand our operations into new markets. We are in the lookout for business partners with prior experience in the market as well as a keen understanding of the system and legalities needed to import and stock goods.


DISTREE Russia & CIS is the region’s premier annual channel event for vendors looking to manage, build or launch channels in this strategically important market. Leading retailers, resellers and distributors from across Russia & CIS attend the event, allowing vendors to accelerate their channel development and drive business success across Russia & CIS.

DISTREE Russia & CIS operates a unique business model based on an ‘invitation only’ event format, offering a compelling mix of pre-scheduled one-on-one meetings, keynotes, awards and networking opportunities for vendors and channel executives operating in the Russia & CIS region. For more information, visit

DISTREE Russia & CIS 2013 is scheduled to take place place at the Pulkovskaya Radisson Hotel in St. Petersburg from June 25th to 27th. Vendors wishing to attend the event should contact quoting code DRU13.


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May, 2021

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