May 14, 2021

Advertise with us

INTERVIEW: Sergey Itskov, MICS

by Stuart Wilson, Tuesday 25 June 2013

Russian distributor MICS is participating at this week’s DISTREE Russia & CIS to showcase its vendor portfolio to top retailers and resellers from across the region. The three-day event provides a powerful opportunity for MICS to meet both existing and potential new channel partners in a business-focused environment. Channel EMEA caught up with Sergey Itskov, head of sales at MICS Distribution to find out more.

Channel EMEA: What do you want to achieve at DISTREE Russia & CIS 2013?

Sergey Itskov (SI): MICS will look to attract new resellers and further expand its partner network as well as geographic coverage through its participation at DISTREE Russia & CIS 2013. With a view to expanding its distribution offering, MICS will also focus and present its advantages to VARs attending the event. We are eager to learn more about the intricacies of doing business in certain regions in Russia – areas where some of the partners are operating in. The expert opinion of regional partners on market trends and development is of great importance to us.

CE: What products will you focus on at DISTREE Russia & CIS 2013? What do you want distributors and retailers to know about your portfolio?

SI: This year MICS shares its stand with Plustek and will be showcasing a range of mobile, film and document scanners from the vendor. We will also promote Krez, а new, promising brand in our portfolio. We will showcase Krez flash memory products and accessories for tablet PCs and notebooks.

We have also released a catalogue of special offers for our channel partners attending the event. The offers include additional benefits in terms of rebates and discounts that are valid from the start of this year’s DISTREE Russia & CIS through to the middle of July.

MICS’ core business is distribution and we represent a number of A-brand PC vendors including Dell, Lenovo, Samsung, and Toshiba. Our portfolio also includes MFDs, printers, scanners, displays, TVs, networking, memory products and accessories.

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

SI: The Russian IT market has seen changes in the last year, particularly in terms of sales peaks and troughs previously associated with seasonality. 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.

The market also saw significant form factor shifts as smartphones, tablets and convertible PCs exert pressure on the traditional notebook space. An unexpectedly slow start for Windows 8 - and some uncertainty over its further penetration and the appearance of new devices that fully utilize its capabilities - has also affected the market.

CE: Which customer segments and channels represent the greatest opportunity for growth for MICS in Russia & CIS?

SI: We will further expand and strengthen our customer base across Russia, especially in the regions where we have presence, which is currently the North West and South of Russia, as well as Siberia and the mid-Volga region. MICS will also strengthen its e-commerce capabilities, work on systems integration projects and continue to target corporate, SMB and retail channels. We are also committed to improving our logistics support for channel partners.

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

SI: 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. Our role as distributor is to reduce the risks involved in business and provide the channel with a timely and efficient service model.

Delegates at this week’s DISTREE Russia & CIS 2013 can meet the MICS team at stand 34 in the main exhibition area.


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.


Print this page  Recommend this article  Reply to this article   Digg   Technorati

May, 2021

Advertise with us


Register here

Press Releases

Upload your PR here

Advertise with us