Bernd Bischoff

Figures released at the Gitex computer show pointed up a doubling of sales in the region over the past year, with particularly strong growth in the UAE. Things have really been moving at FJC.

One of the company's most senior executives, Bernd Bischoff, was in town from Munich for the Gitex show. But he is no stranger to the region, having worked for HP for seven years in Dubai until he left two years' ago.

'Our Middle East strategy is the same as in Europe,' he says. 'We want to provide great technology, and do not want to become a global services company like HP or IBM. We want to leave people free to choose other system integrators, and we work with many partners in this region.

'So our focus is on providing one of the most comprehensive ranges of IT products in the business from the PDA and new tablet PC, right up to the main frame computer. And we are the only manufacturer to have products for Linux, Windows and Solaris software'.

From the wider viewpoint, Mr. Bischoff points out that the Middle East is still a growing IT market. He reckons growth will be around 15% this year, which compares with a contraction of 5% in Europe.

'In Europe we will have to grow by 5% to stay static, while here we want to expand our market share in a growing market. Mobility is the key to the future of the industry, and this is where the growth will come.

'We see people delaying PC purchases but with mobile computers it is different. We can show an immediate gain in productivity if employees have a laptop machine. And our own advantage is in reliability. A recent IDC study showed us No1 in all categories for reliability.

'Really, you are not going to see that much in the way of new technology over the next two years, apart from the launch of the Pentium 5. This is a consolidation period and people will only buy products that save them money immediately or within 18 months.'

FJC has been particularly active in the Middle East recently. 'Over the last year we have increased our staff, moved into the Dubai Internet City and shifted our regional headquarters to Dubai,' says Jacquie Carson, director of sales and marketing for the Gulf region. 'We have now clearly defined our market and are out to grow on all fronts.

'First, we are working through distributors such as Tech Data to ensure that our products are widely available in the marketplace. They used to be hard to find, but that is no longer the case.

'Secondly, on the corporate side we have won big orders in Qatar and from Emirates Airline. What we are doing is building relationships with customers and to really understand the needs of the corporate customer.

'We can offer customizing of laptops and PCs, for example. That means that the hard disk is burnt at our factory, saving a lot of set up time. We can also personalize laptops, with company logos, which will identify your assets and only two manufacturers offer this service.'

Clearly other computer manufacturers should be weary of new competition emerging from Fujitsu Siemens whose superior product specifications mark this manufacturer out in a region that often places a premium on a quality product.