Trend reversed as tech market summer sales rise regionally

Among markets outside the UAE, Jordan was the highest performer with the reseller channel generating 115% increase in sales this summer compared to the same period last year. Kuwait, Bahrain and Saudi Arabia followed by 61%, 36% and 16% sales growth respectively.

In May 2003, Tech Data joined hands with key global technology companies including Cisco Systems, Hewlett Packard, Microsoft, APC and others to drive a massive regional marketing campaign that aimed at beating the summer sales slump. The campaign, Around the World in 60 Days, focused on both incentivising the reseller channel and providing promotional benefits direct to the end user.

Eliot Shepherd, marketing director at Tech Data said: "Market trend analysis shows that in the summer, technology sales in the Middle East region drop by an average of 18% across the board." Shepherd explained "Our aim with Around the World in 60 Days campaign was to cut that down by driving demand in the market. The results however were outstanding, thanks to the active involvement of our vendors and the superb response from the channel."

The combined sales of analogue and digital modems achieved a 143% growth compared to the same quarter of 2002, followed by storage devices, which grew by 82%; personal computers and processors grew by 50 and 77% respectively.

Ramli Sulaiman from Grandsys Computers & Electronics said: "Customised campaigns to meet the various cyclical drops in sales is exactly what we need to see from the rest of the distributors in this region. It has been a particularly good summer season for us thanks to the efforts of Tech Data and the vendors who took part in this campaign." Highest performing resellers have been awarded on a weekly and monthly basis a variety of valuable prizes. The grand prize, an around the world voucher ticket, was won by the Dubai based Grandys Computers & Electronics.

Sami Dajani, Channel Sales Manager from HP Middle East said: " We welcome such creative campaigns. Tech Data has always invested a focussed effort in further developing and supporting the reseller channel. The strength of the relationship the company enjoys with its customers is evident in the consistent increase in its profitability on HP business and the upwards sales out (revenue) trend during the past nine months." He continued: "The boost of 28% over last quarter and 38% over same quarter last year that the campaign delivered for Tech Data- HP business has vindicated our confidence in it, making it a huge success for us."