DIS signs with aDawliah
Published: MEA
SAUDI ARABIA: Danish Interpretation Systems (DIS) has named aDawliah as its exclusive distributor in Saudi Arabia for the new DDS 5900 system.
‘We have always sold our high-end systems in Saudi Arabia, but we never managed to get in at the lower end with simple discussion systems for smaller facilities,’ explained DIS general manager Thomas Frederiksen. ‘We needed to find the right partner because we are going into an area that we have never done before.’
The exclusive agreement for the system is something DIS has not done previously, but Mr Frederiksen believes the manufacturer has found the right company to do this with. ‘It’s very clear that the way aDawliah addresses the market and the way that we would like to do it is a very good fit. We have very high respect and also high expectations.’
Following the agreement, aDawliah will be displaying the discussion system for sale in its 30 showrooms around the Kingdom as well as through more standard distribution channels. This is a tactic it has used to great effect in the past when it was distributing Shure discussion systems.
‘We have a good experience in discussion systems as we have a good history with Shure,’ explained Magdy El-Bouhy, MI division manager for aDawliah. ‘We have been searching for two years for a new model to fill this gap in our business. The DDS 5900 really meets our needs. We believe that the product is very good, there are some very active areas where we can sell it.’
‘We are very happy to handle DIS because we at aDawliah we only handle products from top of the line manufacturers,’ added Kosay Mohammed Al-Sokair, vice president and general manager aDawliah Electronic Appliances. ‘I think DIS will fit with this.’
‘I am very happy because we have now learnt to think a little outside the box,’ concluded Mr Frederiksen. ‘Selling a DIS system in a mall is something I had not considered. Every time we get pushed outside our normal way of thinking it is good, we learn something new.