Lenovo partners with Axiom Telecom to distribute smartphone range in UAE

Press release

Published June 30th, 2013 - 06:52 GMT

Al Bawaba

Lenovo, the world’s second largest PC company, today signed a strategic partnership with Axiom Telecom, the UAE’s largest mobile retailer and distributor.

The deal will give Lenovo a powerful platform to significantly increase its share of the UAE’s burgeoning smartphone market. In particular, it will enable Axiom Telecom customers across the country to get their hands on the latest range of Lenovo smartphones such as the much sought-after K900. Axiom Telecom will also distribute Lenovo smartphones to independent retailers.

Lenovo has strong global ambitions, having already solidified its position among the top five smartphone vendors in China, the world’s largest smartphone market, and has identified the UAE as central to its future growth. According to research firm Canalys, the UAE will sell 6.75 million smartphones this year and 10.4 million by 2016.

Faisal Al Bannai, CEO, Axiom Telecom said: “Lenovo is utterly committed to smartphone innovation and giving the consumer an immersive, cutting-edge smartphone experience. With our market expertise, retail reach and ability to offer a peerless, value-added in-store experience, we are delighted to help Lenovo introduce a stellar line-up of products to their largest and most influential audience yet. As ever, Axiom is determined to do everything possible to offer customers the best and widest range of choice when it comes to smartphones.”

Under the agreement, Axiom Telecom will accommodate dedicated Lenovo sections in its flagship stores across the UAE. This will include product demonstration hubs manned by some of the mobility retail industry’s most knowledgeable staff.

In addition, Lenovo and Axiom Telecom will work closely together on co-marketing activities to help take Lenovo smartphones to the next level across the UAE.

Oliver Ebel, Vice President and General Manager, Lenovo Middle East and Africa, said: “Our goal is to be one of the top five smartphone vendors in the UAE in the coming period and we firmly believe our partnership with Axiom can help us achieve that. We are excited to witness the UAE’s reaction to our innovative range of smartphones. Innovation is in Lenovo’s DNA; our team strives to deliver ground-breaking devices without compromising on design.”

“The introduction of our smartphones in the UAE complements our strategy to become the worldwide leader in PC+. UAE is a strategic market for Lenovo where we are currently the second largest PC vendor with 14.5% PC market share,” Ebel concluded.

Background Information

Lenovo

At Lenovo, innovation isn’t just what we do, it’s part of our DNA. It doesn’t just make us who we are, it flows through everything we do—from the smartphone in your pocket and light bulbs in your smart home to the servers in your data center. And beyond.

Company Profile

Axiom Telecom

It was 1997 when Faisal Al Bannai decided that there was a better way to trade and distribute mobile devices and accessories. axiom telecom was born. And now it’s all grown up. Today we’re the largest retailer and distributor in the region with 525 locations and growing, and more than 2,000 hand-picked expert employees across the United Arab Emirates, The Kingdom of Saudi Arabia and Bahrain.

We’re the major authorized retailer and distributor of some of the world’s most recognizable brands including Samsung, Apple, Huawei, Lenovo, BlackBerry and Nokia. We also deal with various telecom operator partners in each of the countries we have a presence.