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Wed 11 Oct 2006 04:00 AM

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Redington expands

If there is one company that exemplifies the ability of companies to embark on regional expansion from a base in Dubai, it must be fast-growing distribution powerhouse Redington.

If there is one company that exemplifies the ability of companies to embark on regional expansion from a base in Dubai, it must be fast-growing distribution powerhouse Redington.

The company has entered new markets at a rapid pace and simultaneously increased the breadth and depth of the company’s product portfolio.

Mathew Thomas, VP at Redington, says: “We plan to showcase the full range of products that we have at Gitex including in new areas such as the mobiles space. We have added Nokia rights for Nigeria and we are also now working with BenQ-Siemens and LG in the Middle East as well.”

In addition to its aspirations in the mobile device market, Redington is also working hard to develop its software and networking distribution credentials. The company will pay special attention to 3Com at this year’s Gitex after picking up distribution rights for Saudi Arabia.

With security a top concern for organisations across the Middle East, Redington also plans to educate resellers on products and solutions from vendors such as McAfee and SonicWall.

Redington is also now playing an active role in the market for mobility solutions in the Middle East, operating as a value-added distributor for Nokia. Despite the immense breadth of its product portfolio, Redington’s paramount concern remains the strength of its relationship with its customer base.

“For Redington, Gitex is one of the most important events of the entire year,” adds Thomas. “We get to meet many customers face-to-face and we also get to meet up with many of the Redington employees from offices across the region.”

“For our existing customers, it is the perfect place for them to see the entire portfolio that we now carry and for new customers, there is the opportunity to find out about the range of value-added services we offer,” Thomas continues.

Redington is not resting on its laurels after its rapid expansion in the Middle East. New products and new markets are still on the agenda for 2006 and beyond.

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