By Editor
Deal Time Middle East, a leading Dubai-based ICT distributor, recently held a product launch of Astrum, introducing the regional market to this fast-rising IT peripherals brand. We spoke to Arun Sachdev, Regional Manager, Astrum and Jack D’Costa, Director, Deal Time Middle East on the details of this partnership
Discuss the partnership between Astrum and Deal Time
Arun Sachdev: We have an exclusive distribution deal with Deal Time on all the products and segments targeting among others the UAE, Oman and Ethiopia. Astrum products cover a whole range including Audio, Connectivity, Gaming, IT Peripherals, Mobility and Power.
We have currently delivering 130 SKUs and we are hoping to build this into 900 SKUs in the next one year. We are also looking to introduce PC tablets, mobile phones.
Jack D’Costa: We are sharing market intelligence and information with Astrum on market demands and trends. We expect the partnership to continue growing and we are working very hard to see this partnership grow to its potential. We are also in the beginning stage of a major marketing campaign that will also include participating at GITEX this year together with Astrum.
What in your opinion is Astrum’s unique selling point?
AS: We believe in technology at Astrum and we keep coming up with new technologies and new products. Our biggest USP is the large range of products that we carry with products for almost all segments-Mobility, IT, Peripherals. These products are also latest in terms of technology.
What gaps did Deal Time feel still existed in the marketplace that it wished to fill with Astrum?
JD: Quality. We strongly feel there’s a gap for quality products at the right price in the regional market. Two scenarios usually play out- you have a lot of quality products that fetch a premium price while on the other end are poor quality products but still sold at a relatively high price. Our aim is to provide top quality products at the right price to the end user as well as the channel market.
What then does Astrum bring to the Deal Time Portfolio?
JD: Astrum provides us with 360 degrees product coverage in IT peripherals, gaming and mobile accessories. We currently have 130 SKUs and we expect these to grow to 900 in coming months, which shows the extensive range of Astrum product portfolio. However, we have a special focus on mobility products including Bluetooth devices including speakers, headsets as well as power banks and portable Bluetooth keyboards.
Is there a segment the Astrum brand is particularly targeting?
AS: We have a strong channel perspective for our products which includes power retail, IT and mobility channels with products targeting the three areas. The target demographic is more towards the younger crowd especially for the mobility products. To cover this demographic, we have trendy and colourful yet functional products sold at great value.
In many countries, Astrum headsets are known through the Raga label. This series is known for being stylish while offering great value.
Discuss how Astrum is able to guarantee quality especially in a crowded, yet demanding, market like the UAE
AS: Our products are certified by relevant bodies such as MFI for our cable range. Also of equal importance is the fact that we are present today in 16 countries with the success stories in these countries behind us.
We are today offering one year replacement warranty on our products with our cables coming with lifetime warranty. There’s no better testament to our pursuit of quality than this. We have our own technical team, our own R&D team based in Hong Kong as well as our manufacturing base in China. Control of our entire production process ensures better quality standards.