Toshiba signs distribution agreement with Cellucom to expand its presence in Qatar

Published June 21st, 2006 - 02:33 GMT

Computer and electronics giant Toshiba, and Cellucom, one of the fastest growing regional retailers for mobility solutions products, have signed a distribution agreement to expand and support Toshiba’s range of mobile computing products in Qatar.


As per the agreement, Cellucom will distribute Toshiba’s portfolio of laptops and related accessories across Qatar. Ahmed Khalil, Toshiba General Manager for Middle East and Africa, commenting on the company’s decision to appoint Cellucom as its authorised distributor in Qatar, said that it was Cellucom’s demonstrated understanding of the regional market and their approach to distribution, that contributed to the decision.


“We have always enjoyed a strong and productive association with Cellucom and this agreement underlines our mutual commitment to developing the market for Toshiba products and to bringing to regional consumers leading-edge technology products.” Moreover, given Cellucom’s customer service orientation – the best in the region – Toshiba has added value by selecting the company as its partner in Qatar, he said, adding that similar alliances with Cellucom in other markets may follow.


Arun Nagar, Managing Director, Cellucom, highlighting Cellucom’s strengths, said that value addition and services were the two most important reasons behind Cellucom’s growth. In less than a decade, Cellucom has expanded from a single store to a specialised retail chain, with a retail footprint of more than a hundred


“We are committed to providing the best quality of pre-sales and after sales service to the brands we tie up with,” Mr. Nagar said. “In the emerging business model it’s most convenient to bring the manufacturer as close to the consumer as possible. Cellucom brings that advantage to Toshiba, using the power of the retail infrastructure in the region,” he added.


Outlining the company’s strategic direction in Qatar, Mr. Nagar said that over the course of the next few months the company would kick-off a major campaign aimed at developing the channel for Toshiba products. “We will be reaching deeper pockets of Qatar and expanding our dealer base across the country. Toshiba’s strong marketing arm, headed by Mohamed Bensaid, Sales and Marketing Manager – GCC, will support these initiatives. Our goal is to expand Toshiba’s share in Qatar, from the present 17 per cent to 25 per cent in our first year,” he said.

Cellucom is one of the fastest growing companies in the Middle East, and a premier distributor of mobility solutions products and accessories for leading brands such as Nokia, Sony Ericsson, Samsung in addition to i-mate™ and Toshiba. Cellucom has a strong retail presence across the GCC, covering UAE, Saudi Arabia, Bahrain, Qatar, Kuwait and Oman. The company also has a base in East Africa.


Through its 'think global, act local' policy the company has fostered regional associations and adopted a global management style. Sourcing directly from the manufacturers of most of the major brands of mobile phones, Cellucom also works closely with many cellular networks providing special packaging with the operator's design and branding conventions.


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