Lexmark has appointed Metra, a leading IT distributor in the Middle East, as its newest value added distributor (VAD) in the Middle East region, Saudi Arabia and Egypt.

Demand for Lexmark’s multifunction printers and services has been a catalyst to the appointment of Metra as a VAD, said a statement.

Both companies, in tandem, will allow resellers to help organisations capitalise on unlocking the potential of unstructured data, it said.

Metra has an established reputation in the regional ICT industry, a factor that makes them an ideal partner for Lexmark to widen the business reach and develop a dynamic reseller base.

The appointment of Metra as a VAD, continues Lexmark’s effort to uphold its ongoing commitment to the regional market for value and outstanding customer service and the best partner relationships in the region.

Mathias Militzer, general manager, Lexmark Middle East and Africa, said: “Lexmark and Metra are united to supply our products and solutions in the Middle East, ensuring that the right product and solution is delivered and implemented at the right time to meet customer demands.

“Metra’s addition to our roster of partners is a win-win for our existing and new customers across the region.”

“We have experienced tremendous growth in the past twelve months for Lexmark’s products and solutions including MPS and Metra’s appointment as a distributor underscores our commitment to help resellers capitalise on this demand. Metra’s expertise in sales, marketing, and logistics in the IT industry will prove to be instrumental and beneficial to the Middle Eastern reseller community.” he said.

Mohamed Amer, executive vice president - Metra, said: “Throughout our 33 years history, we have focused on creating platforms that augment the business of our partners.

“We provide support through our highly trained senior staff and our deep insights on regional IT trends. The addition of Lexmark adds to our overall family of IT companies.” - TradeArabia News Service