Complex Made Simple

Axiom set for ‘Best Ever’ year

Axiom revealed that business is thriving and that its service enhancements and diversification plans are continuing apace.

Last year, Axiom achieved record sales of Dhs8bn and CEO Faisal Al Bannai is confident that landmark will be surpassed in 2013.

“2013 has been a whirlwind of business activity for Axiom, and we are well poised to deliver our best ever year,” said Al Bannai. “Not only are we delivering a best-in-class retail experience, but we are also continuing to diversify wherever we feel we can add value and innovation. We have big plans moving forward with a host of industry-changing announcements due, as well as the phased roll out an extensive rebranding campaign,” he added.

21 stores opened in 2013, and customer footfall has increased by 23%. During the past year, Axiom recruited 300 new employees, which is a hiring increase of 37.7% on the 218 that joined the company in 2012. The company now boasts over 2,500 employees, operates over 600 retail points and reaches in excess of 4,000 points of sale across the Middle East, making it by far the region’s leading mobile retailer and distributor.

The company has also been busy implementing store enhancements throughout the region. New initiatives include dedicated tablet and smartphone demonstration zones, LCD networks to highlight key offers and improve customer interaction, as well as a dedicated brand ambassador program to strengthen the customer-product/service relationship. The Axiom brand has also been strengthened by new distributor relationships with leading brands such as Huawei, Belkin, and Lenovo and, in June, it joined forces with BlackBerry to open the smartphone icon’s first flagship store in the Middle East at Dubai Mall.

Axiom’s broader business ambitions have also been significantly ramped up. In June, the Axiom Mobile Consortium was qualified by the Saudi Communication Saudi Communication and Information Technology Commission (CITC) for a mobile virtual network operator (MVNO) license to provide mobile telecommunication services across the Kingdom. The consortium is currently liaising with CITC for the final phase of the license application process.

Behind the scenes, Axiom’s market leadership continues to be driven by an unwavering commitment to operational innovation and corporate social responsibility. This year, Axiom received the CSR Label from the Dubai Chamber of Commerce for the second year running, underlining the enduring success of a strategy specifically structured to adapt to pressing community issues and continually improve operations for the benefit of employees and customers.

“Axiom is committed to raising the bar for corporate social responsibility in the region,” added Al Bannai. “It is healthy for us to do this, and it ensures we are always thinking about new ways to improve processes, performance and reputation,” he concluded.

For more information:
Neil Jaques
Wallis Marketing Consultants
Tel: +97143901950