eSys Technologies has added a new point of presence in the Middle East and Africa (MEA) region, with the company’s Jebel Ali based MEA subsidiary setting up a representative office in Morocco. Following the move, eSys expects North Africa’s share in its MEA revenues to grow to 8 per cent, realising the potential of this huge market.
“The new office is in response to existing market demand in North Africa region where eSys already has some important customers. Each market has its specific needs, which can be best served by a dedicated representative,” said Pavan Gupta, General Manager, eSys Technologies. “North Africa is, in fact, the fastest growing IT market in the MEA region. In this market, we are dealing with a technology savvy customer, given the proximity to Europe and the consequent exposure to leading IT trends. With the new office, our existing customers will benefit from local and faster support to their requirements. At the same time, eSys will now have the regional presence to target a much larger share of this market.”
The new Morocco office is the result of a market research compiled by eSys Technologies based on customer responses from the North African region, as well as reports from independent agencies. The data covered past trends in the IT markets behaviour; population and education levels in the countries of the region; and current demand and availability of technologies particularly suited to the requirements of the North African markets.
“Market data about the North African markets has traditionally been difficult to access because of lack of authenticated research and the volatile nature of the markets. However, market trends do make their presence felt through customer demand for technologies, as well as in the market response to products introduced. Demand from existing customers has therefore been crucial to our decision to appoint a dedicated representative in this market,” explains Gupta. “On the other hand, available data from independent sources has also highlighted the potential of IT markets in North Africa, more so after the opening of Libya in 2004.”
“The regional representative is expected to act as a solid bridge between eSys and local markets in understanding the customer requirements and infrastructure issues, ensuring that eSys can provide the required technologies and extend timely after-sales support. With a French speaking representative in place, who has extensive knowledge of the regional IT markets, we expect business to grow by 70 per cent to 90 per cent in 2005,” added Gupta.
A recent market survey conducted by the Madar Research Group placed Tunisia at the top of the IT Use Index table for North Africa, followed by Libya, Morocco and Algeria. With PC penetrations as low as an estimated 4 per cent of the population in Tunisia, an estimated 3 per cent in Libya, about 2 per cent in Morocco and just over 1 per cent in Algeria, the region presents some of the last unexploited markets for the global IT vendors. With a distribution portfolio including some of the best known vendors in the IT components segment, a newly established contract assembly facility, and experience in developing IT sales in difficult markets, eSys believes itself to be ideally placed for capturing a sizeable chunk of the North African markets.
Headed by Darradi Salah, Commercial Director, North Africa, eSys Technologies, the office will service Algeria, Tunisia, Libya and Morocco, as well as some French speaking countries in West Africa. Darradi Salah has over 12 years of experience in both the Software and Hardware segments of the North African IT markets.