LG Electronics appoints Axiom Telecom as Middle East distribution partner

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Global and regional digital leader LG Electronics has appointed Axiom Telecom, the region’s largest mobile phone retailer, as a key distribution partner for mobile phones in the Middle East and other strategic markets.

An agreement was signed between Jae Hoon Bae, LG’s Executive Vice President of Mobile Communications Overseas Marketing, and Faisal Al Bannai, CEO of Axiom, at LG’s headquarters in Seoul recently.

Under the terms of the agreement, Axiom will distribute LG Electronics’ wide range of mobile handsets and accessories in the Middle East and provide after-sales services.

Bae said that the strategic alliance between the two companies would mark a new era in the mobile handset industry in the Middle East and Africa. “While LG is a leader in communications technology and design, Axiom has strong regional experience and extensive market penetration. I believe that through our combined efforts, we can offer the best products and services to all our customers,” Bae said.

Axiom Telecom is the largest retailer and distributor of mobile and wireless solutions in the Middle East, with more than 400 outlets across the UAE, Saudi Arabia, Kuwait, Bahrain, Qatar, Oman and Egypt.

Axiom has direct partnerships with the world's leading mobile brands. In addition to mobile retail and distribution, Axiom Telecom is also a partner of telecoms service provider du in the UAE and Mobily in Saudi Arabia, as well as regional satellite service provider Thuraya. It has the region's largest service centre infrastructure and has won numerous customer service awards.

Faisal Al Bannai, CEO of Axiom, said: “LG Electronics is a rising name in the GSM sector in the Middle East, and Axiom is glad to partner with the company at this significant time. I am impressed with their products, technology and enthusiasm, and I am sure that our partnership will improve standards of product and service across the industry.”

Also present at the signing of the regional distributor agreement, K. W. Kim, President of LG Electronics, Middle East and Africa, said: “LG Electronics sold mobile handsets worth US$185 million in the Middle East and Africa in 2005 and is aiming for ambitious sales growth for its further improved range in 2007.”

“LG Chocolate, an icon of mobile phone design and technical innovation, has made a huge impact globally, registering sales of 10 million plus units, and the recent launch of LG Chocolate Gold and Platinum will inspire more sales in the Middle East and Africa.”

Kim added: “Our strategic alliance with Axiom Telecom is an important development to maximise the profile and reach of our latest products. It will also help us meet growing customer demand as we strive to attain regional leadership for mobile handsets.”

LG Electronics plans to double global sales volumes, profit and shareholder benefits by 2010. The company’s Blue Ocean strategy focuses on products offering the maximum growth potential, market share and profit generation. Blue Ocean products will generate around 30 per cent of sales and 50 per cent of profits by 2010.

© 2007 Al Bawaba (www.albawaba.com)