Nuance Communications to re-launch brand in the MENA


Speech and document imaging solutions vendor, Nuance communications has revealed that is planning to re-launch its brand in the Middle East and North Africa (MENA). The plan is part of a broader initiative to raise brand awareness and increase the company’s channel footprint in the MENA region.

The move, states the company, is in line with its strategy to strengthen its channel network in the Middle East region. To this end, the vendor said that it’s looking to appoint two more distributors in addition to current partner Arab Canadian Computer Company (ACCC).

Anil Kumar, regional director, Nuance Middle East and Balkans, said preparations have reach advanced stages with the company expected to re-launch the Nuance brand to channel partners and end-users during during GITEX Technology Week 2013.

Kumar added that apart from the brand re-launch, the company is also readying a number of channel initiatives that aim to build and provide better support to the tradition reseller and retail channels in the MENA. “Despite the potential that our solutions have in the market, brand recognition is still low on Nuance products,” he noted. “We have recognised this and that’s why we want to work with distributors to reaffirm our commitment to the region. We are also looking at improving our overall support and service to channel partners and end-users in MENA.”

According to Kumar, the company is looking at building a channel programme which will be adopted to suit the market dynamics of the various countries in the region. In addition, he said Nuance Communications through its distribution partners will offer dealer training, demand generation activities and other joint marketing schemes that will help partners to sell Nuance products and solutions in the market. “We are delighted with the awareness the brand enjoys in the MENA healthcare sector,” he said.

Kumar pointed out that the company would like to replicate this into other verticals like education, financial, media, government, travel and hospitality, utilities and contact centres.

Nuance Communications has been in an acquisitive mode of late and recently, the vendor acquired Equitrac Corporation. The acquisition expands Nuance’s document imaging portfolio by adding Equitrac’s print management products.

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