Looking to establish a new AV distribution company, and apply their collective knowledge of the local market requirement to a well-known audio brand, Anil Kumar and his team at Dubai-based AVenger Electronics approached RCF.
“Since RCF had the entire range of professional audio products in its portfolio, catering for the installation, touring, MI and Evacuation segments, we considered them as our preferred choice for servicing the markets in the UAE and Oman,” stated AVenger sales manager, Joseph Ninel Rebero. “This would range from small portable PA to large stadium installations.”
The company had also done its homework and recognised RCF’s existing high brand value in the region. “We knew it was well established in both the touring and MI market.”
As brand manager, and with extensive knowledge of RCF (through his time with previous distributors) Rebero will lead a team that will be focused on brand promotion throughout the UAE and Oman.
“Our mission will be to focus more on the integration market to bring RCF up to the next level in this segment,” he said, forecasting that initial impact is likely to be created through the Live & Pro Series as well as the new business music solution products, due for release imminently.
AVenger Electronics have also set a vigorous marketing campaign, favouring roadshows and seminars over trade shows in the Middle East.
“In this way we can give more interaction and product awareness with industry professionals.” They will also exploit opportunities via direct marketing, social media, newsletters and displays through dealer networks, as well as onsite demos, training and consultant visits.
Added Luca Ombrati, RCF Sales Manager Europe & Middle East, “Having known Joseph Ninel Rebero for some time, when he informed me about the new company he was about to co-found with other experienced people in the industry—people who already had deep knowledge of RCF, its products and philosophy—their appointment was a no brainer.
“AVenger Electronics’ decision to keep RCF as the unique and exclusive audio brand in its portfolio, in view of its very broad product offering, further confirmed our impression that they were best suited to our needs.”