Since the first quarter of 2007, the local channel has been abuzz with the impact of a joint venture set up between the MB Technologies Group and global technology distributor, Ingram Micro.
Given the pioneering role played by Sahara in introducing a radical sourcing and distribution strategy in the local market, we enquired as to how the entry of an international player into the South African market will be received.
Atul Gupta, Group Managing Director of Sahara Holdings, believes this latest development will accelerate the local distribution market to reach a higher level of maturity, and will more clearly define the distribution proposition in the channel.
"By entering the South African market, Ingram will further help set out the distribution proposition here," says Gupta.
"As the Sahara Group, we are, through our presence in several markets, accustomed to the dynamics of the international market. With the rapid pace of globalisation, it was inevitable that a player like Ingram was going to enter this market. This entry by Ingram will surely also invite the attention of other international players to our shores, and this, we believe, should be welcomed," he continues.
"Sahara has emerged as more than just a distribution group. Today, with the strong brand equity that has been established, with the wide product offering available and with the strong service capability, Sahara is positioned more as a vendor that is focused on emerging market opportunities.
"This focus has catapulted Sahara to emerge as the number one local notebook brand in South Africa, Dubai and in India, which is the fastest growing market in the world. This is another market where Ingram is present in Sahara's rapid growth and underlies its capability to play in the international market and in the company of global brands."
While it is noted that there may be some apprehension surrounding the entry of Ingram from other channel players, Gupta believes this is more due to the South African-based players not having the experience of those working alongside these international distribution houses.
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Established in 1997, Sahara Computers assembles and markets PCs and peripherals through a global distribution network that covers both established and emerging markets.
The company is an official distributor and original equipment manufacturer (OEM) for a variety of top international vendors, including: AMD, Creative, Delta, Epson, Foxconn, Intel, Lexmark, Maxtor, Microsoft, Samsung, SMC Networks and Symantec.
The core focus of Sahara's operation is the consistent and effective supply of affordable, reliable and accessible technology.
This operation is managed via the company's head office in Midrand, Gauteng - considered a central business hub. The Sahara business network stretches across South Africa to include Cape Town, Durban and Port Elizabeth.
The company has successfully extended its reach to key regions and emerging global markets, including Dubai, China and India. The Sahara brand is also well-known across Africa, with established company presence in countries like Botswana, Kenya, Mozambique and Namibia.
Sahara's vision is to become a truly global brand and premier IT supplier throughout Africa.
Sahara is also an accredited member of the Proudly South African campaign as well as the Savant global SA brand awareness initiative. Corporate social responsibility is a key priority for the company and it continues to contribute towards projects and programmes aimed at individual and community upliftment. The name Sahara is widely associated with the development of sport, including soccer, cricket, rugby and motorsport.
This is considered a significant area of business development by the company. As a result of hard work, commitment and unwavering dedication to its brand, Sahara has formed several strong alliances with key role-players, stakeholders and representative bodies.
Most recently, Sahara announced the signing of a ground-breaking sponsorship and technology supply agreement with Mamelodi Sundowns, a top-ranking soccer club competing in South Africa's Professional Soccer League.
The sponsorship is underpinned by the provision of communications infrastructure and mobile technology - including laptops, notebooks and digital lifestyle technology - and signals Sahara's commitment to the club and South African soccer in general.
Effective marketing and generating awareness are significant elements of the company's ongoing marketing campaign.
Under the direction of Gary Naidoo, appointed as Deputy Managing Director at Sahara in December 2005, the company retains a focus on a number of growing market sectors, including corporate, government, digital lifestyle and mobile and wireless.
For more information on Sahara Computers, its products and services, visit www.sahara.co.za
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