By Michelle Sturman
Arab Business Machines has signed a deal with Apple to become its sole partner for the Kingdom of Saudi Arabia, giving ABM the final piece to extend its role to the entire Middle East.
Apple has given the green light to Middle East marketing partner Arab Business Machines (ABM) to represent it as its sole partner in Saudi Arabia.
The move finalises the process of extending ABM’s role to the entire Middle East, which was announced late last year.
According to ABM’s managing director, Jacques Chammas, a major task on hand will be to implement a single price point for the entire region, in line with that on offer in other parts of the world.
Apple’s area sales manager for the Middle East, Brice Contassot said that the savings implied in having a single partner for the region will enable Apple to invest more money in marketing activities than it was previously able.