Xerox MEA expands distribution network by appointing Mindware

Mindware will play a significant role in Xerox's push/pull marketing strategies, with key responsibilities to promote and sell Xerox's complete range of entry level printing solutions for consumer and SMB markets.

Managed by Xerox's master distributor for Office Printing Business, Computer & Communication Systems (CSS), the appointment comes as Xerox seeks to leverage Mindware's geographic reach and regional expertise to increase its sales and availability across the region.

Natesh Mani, Director, Office Business for the Middle East & Africa said:

"With the introduction of our new range of affordable printers, we want to continue to build our presence in the Middle East region, and ensure that our leading entry level printing solutions are more available to end users. Consumers are increasingly aware of the importance of this new range, which provides Xerox quality at the prices and efficiency customers demand."

"With over 4,500 resellers, Mindware has demonstrated a strong regional retail channel network, as well as a proven track record in distributing leading technology products ranging from IT solutions to networking and storage, catering to a large cross-section of the information technology community across the region. This will help Xerox to reach those channels and increase its market share in this product line, initially in the UAE and then to the rest of the region," added Mani.

Through the Value Added Distribution (VAD) structure, Mindware is offering its business partners a variety of value-add services which facilitate the reach and penetration into specific market segments and helps develop their business. Mindware's one-stop technology advisor for resellers and system integrators consists of Certified Engineers and Pre-Sales Consultants.

"Xerox, has always been known for its leading portfolio of printing and document management solutions, and we look forward to working closely to support them in meeting their objectives and increasing their availability through new and effective retail channels," Jacques Chammas, Managing Director, Mindware. "We are also happy to be associated with the Xerox brand which will give us the opportunity to offer our partners a leading new range of affordable printing solutions."

Within the first half of 2007, Xerox had already delivered more document management products to businesses and end users, superseding new innovations introduced in 2006. Xerox's unrelenting push in digital printing and consulting keeps the company at the forefront of the digital document revolution, with more to come. Xerox's product portfolio now caters to a much wider customer base with more affordable solutions available from as little as US$100/-.

Xerox MEA is utilizing GITEX 2007 to showcase their full range of affordable printers as well as to introduce a number of new product innovations which will extend and enhance their industry leading portfolio of printing and document management solutions. This includes a variety of printing products such as digital multifunction systems, monochrome laser printers, color laser printers, digital copiers, network printers and workgroup fax machines.

Mindware's partnership with Xerox MEA adds to its extensive portfolio of major global IT players such as Business Object, Cheetah, CA, Foundry Networks, Intel, McAfee, Microsoft, Novell, and SMC Networks.

Mindware has witnessed multi-million dollar annual revenues with 2006 earnings reaching USD 190 million and is the first IT distributor to be awarded the ISO 9001:2000 certification in the Middle East. Being the only IT Company with a logistics center within the Dubai Airport Cargo Village, Mindware offers value added distribution to all the channels it serves.