Mishaal Alireza, managing director, i.zone, the leading Apple Premium Reseller in Saudi Arabia, told Arab News that he believes that this is the “Year of the Mac.” Last year i.zone used multiple channels to survey its customers and found that they wanted enhanced service, more retail outlets and a targeted accessories offering.
“And that is exactly what we are bringing to consumers in the Kingdom,” Alireza said. “Apple customers have let us know what they need and we have already taken decisions which will allow i.zone to satisfy, and hopefully exceed, our customers’ requirements.”
Alireza remarked that the very first “value decision” i.zone made was to upgrade its customer service. The i.zone Prince Sultan Street service center in Jeddah has been improved through a substantial financial investment. The service area is now much larger and there’s an expedited time for repairs. Attractive as well is that i.zone will be implementing a policy this month where computers can be loaned or rented if extensive repairs are required or parts are out of stock.
“If the delay in completing repairs is caused by our side then we’ll actually give you a freebie computer for the time that your machine will be missing and we’ll transfer files onto that for you,” Alireza said. “If the repair is not covered under warranty, let’s say it was required because liquid was spilled on the machine, then we can arrange for a rental. Although we all agree there’s nothing more personal than your own computer, this is a great back-up option, particularly if a person has business requirements.”
Also, i.zone has reached out to other Apple premium resellers in the GCC and internationally to try and offer additional services to its customers. Alireza wants i.zone customers to feel that they are not only purchasing innovative Apple products but also creating a relationship with an innovative Saudi retailer.
“As an Apple premium reseller, consumers can be assured that we have a strong knowledge base. All our salesmen are trained and certified to understand all the features and functionalities of the Apple products we sell. This includes how Apple products might work with other products,” he explained. “Our staff knows that when customers walk into i.zone they might have ideas about what they want to buy, but they might not know what they need to buy. Our sales staff can provide the best information to direct customers to the ideal purchases for their needs.”
At i.zone those purchases are on par with Apple products available in the United States. Alireza explained that whenever a new Apple device comes out in the US, it is available at i.zone within a week to three weeks. For instance, iPads are already in transit to i.zone and the retailer has even been accepting iPad preorders. When it comes to pricing, Alireza described hardware sales as a “cutthroat business.” It is accessories that he believes holds the key to growth in the tech retail trade. Alireza commented that i.zone has decided to step away from the trend of indiscriminately purchasing anything and everything made for Apple hardware. Instead, they have determined various accessories categories, from speakers to hands free devices, and then settled on the top, medium and value products in each category.
“An entire world has developed to cater to Apple products,” he said. “We have moved towards relationships with companies and taking those agencies to distribute in Saudi Arabia. We want to offer the accessories that add the best value to Apple technologies. The idea is that by our agency relationships, we will get the best price and service for accessories, and this will benefit consumers of Apple products in every market segment.”
With upgrades to its service and accessory offerings, i.zone is now set on expanding its brand. The retailer already has one store in the Dhahran and four locations in Jeddah. In the next few months they will be opening a dedicated location for King Abdullah University of Science and Technology (KAUST) and by the end of April they will be opening their first store in Riyadh.
“We are trying to reach out to customers across the Kingdom and directly connect to young people through universities. We want to make Apple affordable for everyone so we have entered a partnership with National Commercial Bank to set up zero percent financing for our customers for six months on all purchases over SR1,000,” Alireza said. “We are also working with small and medium sized companies who have decided to invest in Apple technology. That includes helping them migrate their applications from Windows to Macintosh environments. Apple doesn’t have the presence it should have in the Kingdom — yet. But the interest in Apple is here and now through i.zone the support for Apple is here. I personally believe that for Saudi Arabia, 2010 will be the year Mac makes its mark.”
