Khalil promoted as Toshiba powers to market leadership

Starting virtually from scratch, Toshiba has since October, 2000, established itself as the market leader for mobile computers in Lebanon, Egypt, Kuwait, and Jordan and is running a close second in the UAE, Saudi Arabia, and Oman.

"Our aim is to be number one across the entire region and we're all on the way to achieving that," says Khalil.

Toshiba's phenomenal growth was first triggered by a decision to focus on the Middle East as a prime growth market. As a result, control of the region was shifted in April, 2000, from Singapore to the company's European headquarters in Germany, thus shortening the supply chain and moving closer to customers.

Khalil joined in October that year and has since been responsible for launching a succession of innovative new products and setting up a network of service partnerships across the region, catapulting Toshiba to market prominence.

"These three factors have been critical to our success," says Khalil. "Although Toshiba is the world leader in mobile computers, our market share in the Middle East is now higher than the international figure.

"Being part of the European operation slashes lead times and shipping costs, our series of new products deliver unprecedented mobile computing performance across the market spectrum, and our growing network of authorised distributors means that customers have full back-up service."

The various models in Toshiba's Tecra, Satellite, and Portege series cater for entry-level users up to high-end mobile performance that outstrips or matches bulky desktop systems. Wireless connectivity is a big plus-point, enabling users to have computer access wherever they are.

Toshiba produced the world's first mobile computer back in 1985 and is now leading the field with new developments in hand-held personal digital assistants (PDA's) and tablet computers which can be used like a writing-pad and respond to handwritten instructions.

"Internationally, the trend is towards mobility and even more so in the Middle East," says Khalil. "Sales of desktop computers everywhere are static or declining, but to a large extent the Middle East has skipped the desktop phase altogether - going straight to mobile models.

"The logic is self-evident - why be tied to a desk-bound computer when you can put the same facility in your brief case and have 'anytime, anywhere' access?"

Toshiba's network of authorised service partners (ASP's) will be extended to Qatar and Bahrain during December, and will be followed by a marketing drive into North Africa and Francophone West Africa

"The ASP network is a vital factor is securing corporate business," says Khalil. "Major accounts can be confident of receiving all the product support and service-back-up they might need. This network underpins our product superiority and the two combine to drive us to undisputed market leadership in our region."

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