In 2006, HTC which manufactured mobile devices for Imate decided to discontinue the arrangement and enter the Middle East with its own brand. At the time of taking the decision, the HTC brand was not well known in the region since they manufactured mobile pc’s as an OEM and had not established themselves in the region.

Today SIT is its regional distributor and operates in six GCC countries. HTC’s mobile devices are sold primarily through the retail channel. While in UAE, the super retail is the dominant channel, in other countries like Kuwait and Saudi Arabia, the independent reseller is also important. SIT delivers to retailers through its own logistic resources as well as through Aramex.

Over the years, even though HTC’s mobile phones have changed from standard devices to the current range of Android OS smart phones and even Windows Phones in 2010, there has been no change in the distribution strategy according to Al-Falah. “It is about how we work with our existing partners to enable them to leverage on this growth. What Apple and Android have done is to make this device more of a consumer centric device.”

While SIT does negotiate with retailers for shelf space, there are other equally important parameters that it needs to consider with them. “You need to create a unique selling proposition for the product that you are taking, so the retailer can say I will take this product against this product. You have to generate that brand awareness at the retail end. However with Microsoft pitched to aggressively join the regional smartphone landscape in 2012, Al-Falah believes HTC will have to set up direct operations in the region.”HTC will have to take more direct role with the number of vendors involved in the product segment, the attention the segment is getting, the number of products coming to the market and the frequency of launches.”
Al-Falah also looks at it from the retailer’s perspective. “At the end of the day it really does not matter who makes it. It is really about what is going out of the door. If it does not leave the shelf the retailer will not stock it.” indicating the importance of HTC’s direct role in the regional brand building. Another key role that HTC could play with retailers in the region is to keep them abreast of the product road map and the schedule of launches.

Another challenge is the rapidly changing business model for channel partners. With doubling and tripling of growth rates for Android phones and the expected Windows Phone launch, the product segment is fast approaching a volume business.while smartphone product launches are still with price points at the top of the curve, Al-Falah believes that even in such a scenario price alignment for channel partners starts within six weeks of the launch. Margins start reducing and pressure to do more volume starts increasing.”This is the same cycle that IT business went through. When people are expecting volume to increase substantially and demand is not catching up, you are going to have pressure. And I think pressure will come down.

SIT Distribution (SITD), one of the leading mobility distributors in the Middle East, has received ISO 9001:2008 certification for its Service Centers from the International Organization for Standardization (ISO)’s quality management system. This certification specifies requirements for quality management system and extends to SITD’s distribution and after-sales support service of mobile communication devices.

The SIT Distribution Service Center was established 12 months ago as part of the company’s expansion plan to provide a comprehensive after-sales support for HTC in the region. The company’s upgrade to secure an efficient approach to quality management and support for its frontline and after sales support was in line with the requirements of ISO 9001:2008. The compliance also extends to the distribution and after sales support service for all leading mobile communication devices.>br>

Adnan Al-Falah, Chairman for SIT Distribution, said, “As a distributor for high-end products like HTC smartphone devices, part of our commitment is to meet and improve our customer’s expectation for the services available to them. Receiving the ISO compliance certification is a testimonial to our commitment to provide quality after-sales service to our partners and their customers. Our improved after sales service and quick turnaround times helped us earn the ISO certification”

“Our recent ISO accreditation enables us to measure the quality of our management and services,” said Anthony Yu-Huang Ho, Regional Service Manager for SIT Distribution. “It also keeps track of where our company stands and how we can improve. Through this certification, we aim to continue to maintain quality processes and policy. Our objective is simple: to improve the customer’s satisfaction with our services.”
According to Yu-Huang Ho, the company will undergo a half-yearly internal audit to measure improvements as well as ISO’s annual external audit. SIT Distribution’s ISO 9001:2008 certification is crucial to its future expansion plans, particularly to extend its services to other major mobile phone brands. Plans are on track to provide comprehensive coverage through SITD’s service centers across GCC and the Levant.

The SIT Distribution Service Centers currently offers after sales support for HTC smartphone devices that cover warranty service, repair and software upgrade, as well as provide board or component level repair to ensure that all unit are restored to its original condition. Each Service Center is staffed with a trained and certified team; services can range from troubleshooting software to repairing or replacing defective parts. SIT Distribution’s Service Centers are located in Dubai, Jeddah, Riyadh and Kuwait.

November 2007

SIT Distribution, the leading regional mobility distributor in the Middle East, today announced that they are teaming up with HTC to participate in CommTel 2007.

The companies plan to use the premier technology event as a platform to showcase their world-class retail mobility products and meet existing and potential customers and partners in the Kingdom of Saudi Arabia.

Vishnu Vardhan, Executive Director, HTC Middle East and North Africa, said, ‘We are looking forward to the start of CommTel 2007, as it gives us another opportunity to enhance our brand visibility and image in the high profile Saudi markets. Judging by the impressive response to HTC products, we are confident of establishing a strong presence in this market, especially with the support of reputed distributors like SIT Distribution. CommTel 2007 is certain to prove extremely fruitful for us, as we showcase the capabilities of some of our latest devices.’

CommTel 2007, which caters to technology and communications in the Kingdom of Saudi Arabia, brings together vendors and suppliers of business equipment, mobile phones, IT to name a few and is considered to be the one-stop shop to discover new and innovative products and services.

At the event, SIT Distribution and HTC will be demonstrating the features and benefits and range of HTC’s portfolio of products such as the hugely popular HTC Advantage X7500, S710 and P3400 to name a few. SIT Distribution will also be demonstrating its expertise in the field of mobility and technology convergence at the exhibition.

SIT Distribution and HTC will be exhibiting at CommTel 2007, which takes place from 12th – 16th November at the Jeddah Convention Centre. Senior executives and experts from both companies will be present at the event to meet existing and potential customers and partners

July 2008

Axiom Telecom, the region’s largest mobile retailer and multi-brand distributor, has today announced a new partnership with SIT Distribution FZCO, HTC’s regional distributor.

The partnership will see Axiom retail HTC mobile devices across the UAE. To celebrate the occasion, Axiom customers who purchase a HTC mobile device will go into a weekly draw to win a Joyalukkas diamond necklace.

‘Axiom is one of the leading mobile phone retailers in the UAE region,’ said Adnan Al-Falah, Chairman, SIT Distribution FZCO. ‘Partnering with Axiom is natural, allowing us to reach a greater market of mobile phone users.’

‘HTC is committed and constantly delivering, high-performance and innovative handheld products with latest technologies to the region,’ said Vishnu Vardhan, Executive Director HTC Middle East & North Africa. ‘As HTC continues its regional expansion strategy, with Axiom onboard to sell HTC products in the market, we are certain to significantly increase our product reach in this market through Axiom’s fast-growing presence.’

The offer is available on select HTC models. To purchase a HTC mobile device and enter a weekly draw to win a Joyalukkas diamond necklace, simply drop into one of the selected outlets across the UAE.


April 2010

SIT Distribution’s after-sales support credentials have been given a massive boost by news that its service centres have received ISO 9001:2008 certification.
The international accreditation provides a major endorsement of the quality of SIT’s services capabilities, which encompass both the distribution and post-sales support of mobile devices.

SIT’s service centres in the UAE, Saudi Arabia and Kuwait currently offer support for HTC-branded smartphones that cover warranty service, repair and software upgrade, as well as provide board- or component-level repair to ensure units are restored to their original condition.

The centres, which have been opened during the course of the past year, are staffed by a trained and certified team.
“As a distributor for high-end products like HTC smartphone devices, our commitment is to meet and improve our customers’ expectation for the services available to them,” stated Adnan Al-Falah, Chairman of SIT Distribution. “Receiving the ISO compliance certification is a testimonial to our commitment to provide quality after-sales service to our partners and their customers. Our improved after-sales service and quick turnaround times helped us earn the ISO certification,” he added.
SIT claims the certification is crucial to its future expansion plans, which include extending its services to other major mobile phone brands. It insists plans are on track to provide comprehensive coverage through its service facilities across the GCC and Levant.

Anthony Yu-Huang Ho, Regional Service Manager for SIT Distribution, says the accreditation will also enable the distributor to measure the quality of its management and services. “It keeps track of where our company stands and how we can improve,” he explained. “Through this certification, we aim to continue to maintain quality processes and policy. Our objective is simple – to improve the customer’s satisfaction with our services.”
According to Yu-Huang Ho, Dubai-based SIT will undergo a half-yearly internal audit to measure improvements, as well as ISO’s annual external audit.

SIT Distribution, the leading mobility distributor of IT,mobility products and accessories,today announced that it has signed a distribution agreement with Samsung Electronics Co., Ltd. a leading mobile device provider. Under the terms of the agreement, SIT Distribution will distribute Samsung’s range of mobile products including feature phones, smartphones and tablets in Bahrain for the Mobile Network Operators (MNO) Channel.

“We are pleased to have Samsung on board.” said Adnan Al-Falah, Chairman, SIT Distribution. “The addition of Samsung to our brand portfolio is very strategic and will greatly enhance our sales revenue and channel reach. With SIT Distribution’s wealth of experience in the distribution business, and also its extensive and strong channel network, we are confident of increasing the sales volume for Samsung.”

SIT Distribution aims to strengthen Samsung’s market share by positioning the company’s mobility range strategically within the channel with a high-level of marketing and sales promotions.

Al-Falah continued “We recently expanded our infrastructure within the GCC with in-country offices and service centers. Our strategy is to better our services, turnaround time and apply localized go to market solutions for our partners.”
“Samsung’s agreement with SIT Distribution demonstrates its commitment to provide its valued consumers in Bahrain with its latest line-up of innovative and cutting-edge products,” said Ashraf Fawakherji, General Manager, Telecommunications Group, Samsung Gulf Electronics. “SIT Distribution boasts valuable local and regional experience with deep market penetration. Through our partnership, we will be able to further cement Samsung’s leadership position in Bahrain.”
SIT Distribution will work with the network operators to increase consumer adoption of Samsung devices through attractive bundling propositions on data plans and complimentary products.

SIT Distribution will launch the Samsung GALAXY Nexus in Bahrain, which will be available through Zain, Viva and Batelco.

SIT Distribution, a mobility and accessory distributor, has entered into a partnership to be the exclusive distributor of Casepower’s line of accessories for Apple products across the UAE and Middle East Casepower products are innovative rechargeable cases with a built-in-battery for iPhones and iPads. These cases power up teh iphone and iPad through light-weight, ultra-thin rechargeable battery case which is seamlessly integrated into the protective case. All Casepower products are “MFI certified by Apple” for iPods, iPhones and iPads and are available in attractive colors.

Casepower newly offers innovative bumper case-battery for iPhone users plus many other accessories. Casepower is the permanent power source that doubles the battery time and all the battery devices are made in accordance with Apple standards.

“SIT Distribution is the ideal partner to increase our presence in the UAE and Middle East” said Parlan Fritz, Sales Manager of Casepower.
“Casepower is the power and protection iPhone, iPad and iPod users desire in the Middle East markets. SITD’s partnership with Casepower is in line with our strategy to align with vendors and introduce innovative products to our network of retailers ,” said Cyrus Roche , Marketing Manager of SIT Distribution.

Sit Distribution has offices in UAE, Saudi Arabia and Kuwait and walk in service centres located in Dubai, Manama, Kuwait City, Jeddah, Riyadh, and Al Khobar.
Casepower is a Sweden based brand for Apple accessories.

Ten years ago, the smartphone was so restricted and rarefied that it was deemed a Wall Street icon. About four years ago, it became omnipresent on streets around the world, when a slew of models allowed users to check email. Most contemporary models now allow reading and working with Microsoft Office documents – a new generation of super smart phones feature accoutrements that are more suited to a computer.

By some estimates, global laptop sales are on schedule to outpace the sales of personal computers (PCs). While a vehement lot defend the laptop, it is worth remembering developers of mainframes who scoffed at PCs throughout the 1980s. On the other hand, handheld phones have already surpassed landline phones in many countries.
Since more people use phones than computers, is it not logical to ask when smartphones will overtake laptops?
The sharp growth of smartphones and the growing number of PC-like features are fuelling a global theory that this bit of tech candy it is becoming the new laptop – a theory is not without reason.

The most ordinary mobile phone offers email as a standard feature. While some require considerable effort to type, most mid-tier models offer QWERTY – the standard computer keyboard. Some smartphone brands offer larger keyboard attachments that connect to the phone. Another standard feature, Bluetooth, not only allows the phone to communicate with other phones and computers quickly and efficiently, but also enables effortless file transfer. Most ISPs offer smartphone subscribers web browsing services for a monthly fee, while sites such as Google and MSN format their pages for easy phone reading.

The biggest threat to the laptop thus far, though is its price. A premium smartphone still costs only about one fourth the price of a premium laptop.
Recent developments in the smartphone industry also augur the arrival of a new breed of computer users – people who have never owned a PC. “We are entering a new generation where you will be able to use Windows from the small screen to the biggest screens,” Microsoft CEO Steve Ballmer declared when the company demonstrated its Windows OS on ARM chips, the energy-efficient but lower powered architecture that most smartphones are based on.

Cyrus Roche, Marketing Manager at SIT Distribution, clarifies how the phone is just not a phone anymore. “The smartphone is a device for communication, entertainment and news, and for many, it is the first touch point to today’s world. It is not far – fetched to call it a mini-laptop, or even a temporary substitute for one.” SIT is the GCC distributor and service provider for smartphone manufacturers.

Mobility specialist SIT Distribution is vowing to provide greater levels of support to the Kuwaiti retail channel after opening a local office in the country. It is the fourth office that the company has in the region after the UAE, Saudi Arabia and Jordan.

SIT Distribution, which is best known as an HTC distributor but offers a variety of mobile devices from multiple brands, says the office contains sales and technical functions, and is headed by Nadia Adnan.

“The entity is completely operational and we will gradually build on that moving forward,” explained Adnan Al-Falah,Chairman at SIT. “We are currently debating whether to have a fully-fledged service operation there but that will probably be the route we go. It will mean the rest of the services that we do here, such as promoters and merchandisers, will be available in Kuwait.”

SIT Distribution offers logistical coverage across the entire Middle East and has access to many of the region’s top IT and handset retailers, providing a range of customisation services in addition to product fulfilment.

Al-Falah insists that establishing an office in Kuwait will allow SIT Distribution to pay even more attention to retailers. “There will be local stock available for short-time deliveries and also small quantity deliveries, and we will be doing activities with different retailers on different product lines,” he said.