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Red Dot drives channel development in Africa

by Stuart Wilson, Tuesday 11 December 2012

Red Dot Distribution continues to drive channel development in East and Southern Africa, providing a vital bridge between major vendors and the region’s growing reseller base. Red Dot is just one of hundreds of distributors from across Europe, the Middle East and Africa (EMEA) attending DISTREE EMEA in February 2013, using the event to identify the next crop of vendors ready to build structured channels in Africa.

Samir Habib, head of international sales and strategy at Red Dot, said: “We always look to partner with world class vendors and DISTREE EMEA is a great platform to meet them. Red Dot can provide a great partnership for vendors that want a reliable and strong distributor with presence in East and Southern Africa. With 12 years’ experience in the region and a wealth of logistics expertise, we are hopeful that we can add more products that will strengthen our portfolio.”

Established in 2001, Red Dot started out distributing HP products before adding a string of other high-profile vendors including Microsoft, APC, Samsung, Toshiba, Dell and Logitech. Red Dot is headquartered in Tanzania with sales offices in Ethiopia, Kenya, Tanzania and Uganda. The distributor has master warehouses in Jebel Ali, UAE and in an export processing zone (EPZ) in Kenya, plus five additional sub-warehouses across the region to provide resellers with access to in-country stocking points.

“With over 3,000 customers and presence in 14 countries, our main focus is not just sales of genuine ICT products to resellers, but also to provide value-added services including timely and efficient logistics, which is a vital skill in Africa,” added Habib.

Red Dot runs a reseller development programme giving channel partners access to produst support, sales training and pre-sales services. The distributor also engages in joint marketing activities alongside vendors and resellers. Each year a number of reseller take advantage from RRDP and accelerate their business to the next level.

“To operate in Africa it is imperative to have local know-how and a strong logistics operation,” explained Habib. “Getting goods into the region has its own challenges including the time it takes to get the goods into a specific country. The turnaround time can be quite long and this has implications in terms of managing finance and credit terms.”

Instability of pricing remains an issue that Red Dot continues to deal with as well as the logistics challenges that exist in the African market. “The dumping of stock from Europe, Asia and the Middle East into Africa is one of the main reasons behind the pricing instability and this needs to be addressed by vendors,” added Habib.

Red Dot’s development plan for 2013 is clear with the distributor looking to add more sales offices and stocking points across East and Southern Africa. Red Dot also remains fully committed to its focus on providing value-add services and functions for its reseller base.

Distributors from across Africa have been invited to attend DISTREE EMEA. Vendors wishing to meet with the region’s top channel players can do so at DISTREE EMEA, which takes place from February 19-22nd 2013 in Monaco.


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 quoting code DEMEA13


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