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BDL bags BenQ Joybook rights in UAE

by Stuart Wilson, Tuesday 22 April 2008

BenQ has appointed BDL as a premium distribution partner for its Joybook notebook series in the UAE. Joybook notebooks have had a tough time cracking the competitive UAE notebook market in recent years, but with BDL on board, BenQ reckons it can achieve double-digit growth in 2008 and claim a top five vendor spot in the UAE by the year-end.

“BenQ’s sustained regional performance over the years is due to our innovative edge and ability to adapt to the market in which we operate. Currently, the UAE is experiencing an increased demand for laptops and we believe that by leveraging BDL’s existing infrastructure we can further consolidate our position as the leading technology provider,“ said Manish Bakshi, general manager at BenQ Middle East and Africa.

“BDL’s unparalleled experience and robust infrastructure in terms of extensive reach and penetration will help us achieve a sustained expansion in the country. Its frequency of resellers and retailers, in addition to its value-added services and excellent brand representation, are an added advantage in advancing the sales of BenQ notebooks,” Bakshi added.

BenQ reckons its growth in notebook sales across the entire MEA market will be in excess of 40% in 2008. Despite being a relatively new entrant in the notebook market, BenQ has already unveiled four new models in the UAE and Saudi Arabian markets.

Sunil Nair, general manager at BDL UAE, commented: “BDL’s business proposition is built around a deep rooted understanding of the regional market. With a wide retail and channel network we have been able to position ourselves as one of the leading IT distribution companies. We are confident that this partnership will power BenQ to grow locally.”

Bakshi concluded: “Our strategy since inception has been that of multi-channel distribution. We are now looking at replicating our extremely robust and successful global distribution model with key channel partners in the region, which offer tremendous opportunities for IT product sales.”

Saudi-based distribution giant BDL officially opened its Dubai office in late 2007. The Dubai office oversees BDL’s operation across the Levant, Iraq, Pakistan and the CIS states. BDL’s portfolio includes global, market-leading brands, such as: LG, Dell, AMD, Acer, Fujitsu-Siemens Computers, BenQ, Lexmark, Asus, and US Robotics. BDL also has offices in Riyadh, Cairo, and Manama, and it employs more than 300 employees.

CE ANALYSIS: BenQ has had a tough time breaking into the UAE notebook market in recent years. The company did try to break into the sector several years ago but made a conscious decision to pull back from the market and focus on other product ranges instead. The deal with BDL could work some magic for BenQ and its Joybook products in the UAE. The fact that BDL has only just established its UAE operation means that it is probably hungry for vendors to work with, and BenQ Joybook’s fit the bill perfectly. The deal also gives BDL much greater leverage for extending its distribution rights to cover the UAE with some of its existing notebook vendors.

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