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Outlook 2022: “End Consumers Are Getting More Tech Savvy”

Jai Bhatia, the Director of Sales and Marketing at Newcom Computer Systems, says that in 2022, the company would like to focus on increasing omnichannel selling and expanding its reach

How was 2021 for the industry and your company?
Currently, tech and solution distribution is the most booming industry in UAE as well as worldwide. If we see from the industry standpoint, it was a steady growth in the first quarter of 2021 followed by incremental improvement moving forward in the year 2021.

Newcom has renowned brands with us such as Logitech, Samsung, Hikvision, Targus, Rapoo, ViewSonic, Norton, J5create, Tucano, HP, ESET puts us into a place as one of the leading distributors in UAE. For NEWCOM we had a great year marked with various business milestones achieved this year.

What sort of opportunities did 2022 bring along?
We see 2022 as an opportunity where the end consumer is becoming more and more tech-savvy and looking forward to innovation and invention with every new technology is launched. With the growth of the tech and solution distribution industry in the UAE as well as worldwide, the relation between tech and humans has gone to a level where tech has become a crucial part of human life.

We really thank the UAE government to provide such a wonderful infrastructure as well as we highly appreciate their recommendable job during the pandemic. Here is where Newcom continues to play the most crucial role with their philosophy of Partnership beyond Business by building the bridge between the vendors and the channel partners to make sure the product reaches the correct end consumer.

With our current presence since mid-2021 in Africa region, we are opening our doors for new brands under new categories to associate with our growing team. In 2022, we are looking forward to increasing omnichannel selling and expanding our business into the global market. We are also spreading our wings in different regions and countries in the Middle East and Africa region.

Did you face any challenges in 2021?
Challenges are part of your journey, Newcom sees every challenge as an opportunity and believes in turning it into our victory.

What were your key achievements in 2021?

  1. Newcom has been assigned for Master distribution for Targus
  2. Newcom has been assigned for Hikvision (IFP) as a National Distributor
  3. Newcom has been assigned for Logitech distribution in Africa (Ghana).

What promises does 2022 bring along?
Were, we are glad to be associated with well-known brands such as Logitech, Samsung, Hikvision, Targus, Rapoo, ViewSonic, Norton, J5create, Tucano, HP, and ESET. On the other hand, we are working toward expanding our business in different countries and adding more renowned brands as brand partners in the upcoming year.

Along with expanding our portfolio under PC accessories, audio-video solutions, and security, we would like to provide the best pre and post-service to our customers in the industry. With technology playing an integral part for distributors, we need to make continuous innovation an inherent part of their operating model.

Do you see opportunities in the regional markets with new markets opening?
Yes, with new markets opening, this becomes a key area for NEWCOM as one of the best IT distributors company located in the Middle East to reach our new potential customers and provide the best distribution services in various regions, including regions in Africa.

According to you, which technologies will be in demand in 2022?
AI (Artificial Intelligence) and cybersecurity are two trending technology fields that will be in demand in the year 2022, as this industry is trying and testing new things, we can expect some wonderful products in this field to offer to our customers.

What will be your key focus areas for 2022?
Our key focus areas for 2022, is adding more brands distributions and expanding our business to a new horizon.

What milestones have you set for 2022?
As mentioned above, we see 2022 as an opportunity to take our business to different countries. Our aim is to provide the right product to the right customer and add a greater number of brands as our brand Partners from different verticals and offer the best product and services to our customers.

What would you like to do differently in 2022, when compared with 2021?
2021 has been a learning experience that has given us the understanding of doing things differently in 2022. We will be adding new categories with new brands to provide one-stop distribution to our customers. We are moving forward with more dedication and commitment to developing in Africa region in 2022.

Do you plan to enter new markets or add new products/applications to your portfolio in 2022?
Yes, definitely! With the increase in demand and innovation in technology, we are looking forward to exploring different verticals and adding more feathers to our cap. Newcom Computer Systems is one of the leaders in the digital distribution solution where we not only concentrate on volume-based services but also strongly cater to value-added distribution.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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