Al-Futtaim Electronics’ CE industry training programme a runaway success

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Company in advanced discussion with CEA and Bedrock Learning to provide training and certification for consumer electronics professionals

Al-Futtaim Electronics (AFE), a member of Al-Futtaim Group today announced that its inaugural training programme, supported by Techserve, for consumer electronics industry professionals was a runaway success.

Over 100 professionals from leading retailers in the UAE participated in the three-day intensive industry training held during the International CES/hometech exhibition.

The exclusive training was a Consumer Electronics Association (CEA)® programme, powered by Bedrock Learning®, a globally recognised leader in residential technology training and business support products. CEA is a trade association that unites 2,200 companies within the consumer technology industry in the United States.

The success of the training programme follows AFE’s recent announcement that the company is in advanced discussions with CEA and its training partner Bedrock Learning to provide training and certification aimed at advancing growth in the consumer electronics sector across the region.

Mr. Vishesh Bhatia, Group Director – Electronics, Engineering & Technologies, Al-Futtaim Group said: “The response from the participants was most encouraging. These initial training courses were tailored to meet the requirements of consumer electronics professionals from the region. The feedback has been invaluable for us to bring a wider choice of course.

“The interactive sessions and teamwork helped individuals further expand their knowledge base and skill sets. We believe the training programme will further the development of the consumer electronics industry in the region and provide a better class of service level to customers,” he added.

A total of four training packages, aimed at distributors, custom installers, retailers, technicians, integrators, and sales representatives, were offered for registered participants, which included courses in Multiroom Audio Fundamentals, Multiroom Audio Design, Multiroom Audio Installation, Home theatre Fundamentals, Choosing the Best Home Theatre Video Display, A/V Connectivity options and performance, Maximizing Home Theatre Demonstrations, Elements of integrating the digital home and Incorporating entertainment systems into a home.

Notes and contacts

Al-Futtaim Electronics

Al-Futtaim Electronics (AFE) is part of Al Futtaim Group and is a leading distributor, retailer and customer care provider for globally recognised brands like Panasonic, Sanyo, Toshiba and Control 4.

AFE also distributes its private label brand, AFTRON, introduced 14 years ago and covering the spectrum of brown and white goods, with a particularly fine reputation for its air-conditioning product range.

The AFE portfolio also includes the customer friendly multi-brand electronics retailer Plug-Ins, introduced to the Gulf region 10 years ago and Techserve, the renowned customer service provider of the aforementioned brands.

AFE has been seen as a trendsetter in the burgeoning electronics market with innovative products and provides complete solutions to small and large businesses. These include consumer electronics, home appliances, air-conditioning, office automation, telecommunication, computers, home automation, system integration, parts and accessories, IT services, and networking.

About Techserve

Established in 1997, Techserve is Al-Futtaim Electronics one-stop-shop for electronics service and systems integration needs. A member of Al-Futtaim Group, Techserve offers customers a wide range of services including: system integration, parts and accessories, IT services, office automation services, telecom services, delivery and installation among others. The company serves its customers through a well-established network of service centres located in Dubai, Abu Dhabi, Al Ain, Sharjah, Fujairah and Ras Al Khaimah. In addition Techserve also has operations in Bahrain and East Africa.

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