AsusTek Computer has brought its expanded product portfolio to this year’s Gitex. The vendor, best known for its motherboards and graphics cards, is showcasing a whole range of products including desktops, notebooks, servers and networking solutions. “Asus has traditionally been a component vendor, but a few years ago we saw the need to expand our product range,” says Yasir Alka’r, regional operations manager for AsusTek Computer for the Middle East and North Africa regions.”We’re expanding in two main directions: the network with products like our Gigabit switch and our servers, and the consumer segment, where we have our notebooks, PDAs and mobiles,” he adds.In an effort to drive the enlarged product portfolio into the local market, Asus recently opened an office in Dubai. The Dubai operation has improved communication and support for local partners, recruited additional resellers for its extended product line and helped to localise products for the Middle East.”Localisation of our operations has been a key focal point for us over the last eight months,” explains Alka’r. “Previously distributors used to avoid calling Taiwan if they had a problem simply because of the language barrier. “Now we’re here we can understand the market much better, express concerns and send feedback,” he adds.The local office has also been able to Arabise Asus’ marketing material, including a local web site for partners.
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