DELL'S STRATEGY TO CLAIM EAST AFRICA MARKET

Computing

Giant computer maker, Dell, which recently announced a new distributorship deal in the East African market, is bullish about its prospects about the potential in this market.

The firm's regional manager for East Africa, Steve Mackenzie, says that with the accelerating adoption of ICT in East Africa, Dell's entry will offer the market the variety of choice and up the quality of products within the sector.

The company announced the appointment of a new distribution partner, as well as distributorship model for its new line of products, which were previously been distributed by Dynatec Limited.

Dubbed, Inspiron Technology, the new Dell Master Distributor in East Africa hopes to shore up the computer maker's market share, as well as boost market penetration for its new line of products. "Inspiron Technology will help Dell to provide greater market coverage in the region as well as increase customer choice in purchasing Dell products from entry-level desktops and notebooks for the small office and home through to fully configured Data centre servers and storage for large corporates and government departments," says Mackenzie.

Mackenzie adds that his firm's strategy for Africa is engaging its customers with superior value added and post-sales service through its network of authorised resellers.

"Dell brings to Africa the same benefits that it provides its customers world-wide- quality technology at competitive prices," he said.

He said the firm has been in Africa for 10 years, but it is only in the last five years that it emerged as a serious player. Its biggest growth has been in South Africa, which accounts for up to 40 per cent of its total Africa revenue base, despite a 50 per cent year-on-year growth in combined Africa markets. The firm unveiled feature-laden desktops, notebooks for wireless computing solutions, precision workstations, powerEdge servers, networking powerconnect switches, printers and a host of software solutions.

The computers and software products market in Africa is dominated by Hewlett Packard, with 15 per cent market share, Dell with 10 per cent, Fujitsu Siemens (seven per cent), Acer (four per cent) and IBM, (2.5 per cent).

Globally, Dell has a diversified portfolio of products and services.

"By selling systems directly to customers, we are better placed to understand their needs," says Mackenzie.

allafrica.com