Aptec Gulf introduces a new Components Division to cater to the fast-growing PC assembly market in the Middle East and Africa

The new unit will be launched at GITEX Dubai 2003 as a separate "Components Zone" within the Aptec stand. A separate brand identity with a new logo is being created for the new business unit.

The new division of Aptec Gulf, Aptec Components will be a one-stop-shop for sourcing IT components from reliable manufacturers, backed by strong logistical support and efficient after-sales service, hosted by Aptec's region-wide network that covers the entire Middle East, Africa and Turkey. The complete product range includes motherboards, hard disc drives, processors, monitors, video cards, memory cases and other components. The unit will also offer unbranded products such as displays and monitors, which could be produced with the customer's desired logo.

"We observed a strong demand for IT components through our extensive customer base and received requests from various component manufactures to work with us. This has driven us to launch a dedicated new Components Division to capture opportunities in the regional PC assembly markets. Our new components initiative will be managed by Mario M. Veljovic," said Bahaa Salah, General Manager of Aptec Gulf.

Mario Veljovic joined Aptec in September 2003, as Business Unit Manager - Components, and will manage the new components Division. Veljovic worked for Actebis in Germany in different European positions for more than 5 years and was responsible in his last position for Actebis' European Central Buying Organization. He has extensive experience in components distribution. "The Middle East offers a huge market potential for the IT components business, and Aptec Components has designed a clear-cut strategy to make a significant impact on the regional market," said Veljovic.

The demand for PC assembly can be gauged from the sales of hard drives, considered the barometer of components growth. According to IDC almost 4 million hard drives are sold per year in the region, 50 per cent of them in the UAE. Aptec Components has been set up to address the needs in three specialist categories: Storage, Components and Graphics & Display. A Regional Product Group Manager will run each division.

"Aptec Components will bring to the PC assembly market a sense of credibility, reliability and, in keeping with our promise to our customers, value added benefits with our Return Material Authorization (RMA) facility. We will build alliances with the industry's most respected components manufacturers, thereby guaranteeing high standards and a wide choice of components from reliable producers," said Veljovic.

"PC assemblers and system integrators will benefit from our individual approach that will enable them to pick and choose components to suit their specific requirements. We have realized that customers are becoming increasingly IT-savvy and demanding. With our large inventory, we will be in a strong position to provide high levels of service and comfort to the customers," Veljovic added. "Our vision is to provide PC assemblers and system builders, in the whole Middle East, Turkey and Africa region with a one-stop-shop for a complete range of IT components," stated Veljovic.

"Aptec Components will also help eliminate the customers' fears regarding faulty PC Components. We have addressed this issue through the RMA facility which gives customers assurance that faulty components will be replaced rapidly, our distribution partners are aware of this special need and are supporting us" said Veljovic.

In addition to a small buffer stock available in each country, Aptec Components will benefit from its significant logistics center in the region covering 25,000 square feet at Jebel Ali Free Zone, to ensure easy availability of components and quick delivery across the region through a wide network unrivalled by any other IT distributor. Among the key target markets of Aptec Components are the burgeoning Iraqi market as well as the growing markets of Saudi Arabia, Lebanon, and Turkey, which have recorded a high demand for PC assembly.