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Gitex Shopper 2014: Phones, tablets to lead

April 25, 2014

Devices are 'future' of electronics; Emax sees 25% sales jump

Emax Electronics expects a 25 per cent growth in sales at Gitex Shopper compared to the first spring edition last year and said smartphones along with tablets will drive sales as these are the future of electronics, chief executive officer Neelesh Bhatnagar told Khaleej Times in an interview.

Talking about expansion plans, Bhatnagar said at least six new stores will be opened this year in the UAE in new and existing malls.

Gitex Shopper is not very different from others, he said, adding: "But I think the attraction of this Gitex Shopper from the previous one are newly-launched mobile phones."

A lot of new mobile phone models were launched recently, especially by Sony, Samsung, HTC, Lenovo and Nokia, he said, adding that all of new models are available with good offers at Gitex. "It's a very good show this time," he emphasised. "The Samsung S5, HTC M8 and LG G2 Mini will play a crucial role in driving traffic to Emax's stand."

He believes that the smartphone category will record a 50 per cent growth in sales over the last Shopper. "That's the one category which is doing extremely well."

"We are expecting 20 to 25 per cent growth [in sales] compared to the previous one in April 2013. Whereas I think smartphone alone will be on top in sales growth." A majority of sales come from mid-range products anywhere from Dh699 to Dh1,500, he added.

Tablets are also doing extremely well like smartphones, he said, adding that there is no much difference between both. Sizes of smartphones are increasing and tablets sizes are decreasing. So these products are doing very well as these are the future of electronics such as smartphones, tablets and wearable devices, he explained.

He said that there is no future of unbranded products in the markets and it's better people should buy genuine and branded products with authorised retailers. He also advised Gitex Shopper visitors "don't wait until the last day and come and do the shopping as soon as possible as there is no guarantee of stocks, specially for latest products at the event."

Gitex Shopper is all about offers, bundles and free gifts on purchases. Emax is offering plenty of offers and promotions on various categories of consumer electronics, including some of their current best-sellers.

"We have Dh10 million worth of giveaways this year," he said, adding: "This edition of Shopper will play a major role in exposing the latest products to our customers in the Emirates, not only Dubai. Customers to Emax Electronics' stand have a variety of options in smartphones, tablets, laptops, gaming, TVs and cameras. We are dedicating a huge number of trained staff in addition to special experts from each brand. Our staff is always there to help customers make the right choice, and answer questions. We are offering huge discounts on select products with attractive bundles and freebies on almost all the products showcased during Shopper."

Expansion plan

Emax recently inaugurated its 55th store in the region and 21st in the UAE. "We will have at least six new stores coming up this year. First one in Dubai Festival City, then Yas Mall in Abu Dhabi towards the end of the year. Another in Ibn Batuta Mall and Al Wahda Mall in Abu Dhabi again," he said.

"Apart from the UAE, We also have big expansion plans for Saudi Arabia and Qatar. Qatar is a very big market and some new malls are coming up there," he said. Outside the UAE, Emax has 34 stores and the company will continue to expand in the region, he explained.

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Source: Khaleej Times (United Arab Emirates)

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