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Azur Digital, CONTEXT and GfK keynote topics confirmed for DISTREE Middle East 2017 in Dubai

by Stuart Wilson, Friday 21 April 2017

DISTREE Middle East 2017 will include a packed conference programme comprising keynote presentations, workshops, VIP sessions and panel discussions. The event, which takes place from May 8-10th at the Meydan Hotel in Dubai, gathers together hundreds of senior executives from consumer tech vendors, distributors, retailers and e-tailers in one place at one time.

Topical issues including new e-commerce models, omnichannel strategies and changing consumer behaviour will be addressed in a series of keynote presentations by industry experts. The DISTREE Middle East conference programme tackles issues impacting the regional market and encourages cooperation between vendors, distributors, retailers and e-tailers to promote further growth and development of the consumer tech market in the Middle East.

Consumer behaviour

Event Partner GfK will deliver the opening keynote on Monday 8th May, entitled, ‘How Tech Trends will Change Consumer Behaviour’. Presented by Gernot Teufel, Global Director IT & Distribution at GfK, the keynote will cover a variety of topics from virtual reality (VR) to smart home, mobile payments to wearables.

GfK will explain how technology is changing consumer behaviour and how the consumer tech retail channel should respond. The presentation includes an in-depth look at gaming’s potential for contributing to overall consumer tech growth. Using GfK’s Future Buy survey of 20,000 consumers in 20 countries, GfK will highlight the shopper attitudes, habits and trends that consumer tech distributors need to understand for future success.

E-commerce trends

On Tuesday 9th May, Stephane Paraiso, Managing Director of Azur Digital, an independent management consultancy specialised in omnichannel commerce based in Dubai, will deliver the event’s second keynote called, ‘E-commerce in the GCC - The Dawn of a New Era’.

Paraiso stated: “In the UAE over the past 12 months, an increasing number of retail brands have launched their online channel, new pure player offerings have emerged and cross-border e-commerce is stronger than ever. With the recent acquisition of by Amazon and the highly anticipated launch of, 2017 will unarguably be a pivotal year for the uptake of e-commerce in the region.”

Azur Digital will delve further into some of the recent multichannel initiatives launched by key players in the region and consider the potential implications for both traditional and online retailers once Amazon is active in the region. Azur Digital has worked with a number of major consumer tech retailers in the region.

Omnichannel strategies

Also on Tuesday 9th May, Howard Davies, Co-Founder & CEO at CONTEXT, will deliver the third event keynote, entitled, ‘Omnichannel - The New Normal’. This presentation will include the latest omnichannel research and examine retailer attitudes to omnichannel business models.

CONTEXT will examine what retailers are doing with regards to omnichannel strategies and explore the opportunities and risks related to business transformation. Using local Middle East case studies, CONTEXT will also look at how services can act as a key differentiator for consumer tech retailers.

Liam McSherry, Marketing Director at DISTREE Events, said: “The Middle East consumer tech retail channel ecosystem is evolving fast and all vendors, distributors and retailers need to be aware of the changes that are happening and position themselves for future business success.”

“As a focused regional consumer tech retail channel event, DISTREE Middle East offers an incredible opportunity for all delegates to make new contacts, discuss current issues and formulate new business models and partnerships. In an omnichannel market, the traditional vendor-distributor-retailer-consumer product channel is being reworked and reinvented,” he added.

DISTREE Middle East 2017 is a trade-focused event that unites consumer technology brands with the regional go-to-market ecosystem. Participants can pre-schedule one-on-one meetings with other delegates attending the event, enabling them to target specific markets or channels for their product portfolio.

DISTREE Middle East 2017

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Middle East. DISTREE Middle East 2017, which takes place from May 8th to 10th in Dubai, gathers together hundreds of senior executives from e-tailers, retailers, online marketplaces, distributors and vendors of consumer tech products. Thousands of pre-scheduled meetings take place between delegates during the event, accelerating consumer tech channel growth and development throughout the Middle East. This year’s event will also include a delegation of leading consumer tech retailers from Africa.

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