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EFI has appointed James Mellor to the newly created position of Regional sales development manager for the Middle East and Africa (MEA) for its Vutek superwide-format and Rastek wide-format printers. With an extensive network of distributors in the region, the new appointment supports EFI's increased focus on the high-growth MEA market where the company aims to continue and expand its leadership.
Mellor is well known in the South African marketplace and most recently has been responsible for the sales and marketing of the Vutek and Rastek product ranges as the product manager for Antalis, EFI's Southern African distributor for these products.
Based on the success which he had achieved with the product ranges in the South African marketplace, Mellor was asked to head up the entire Middle East and African region with a view to expanding the market coverage for Vutek and Rastek printers. Mellor remains based at the Antalis offices in Johannesburg so he will be on-hand to assist Antalis on a direct basis. South Africa is one of the largest markets in the region and local customers will have direct access to EFI's knowledge and expertise.
Said Mellor, ‘I know the South African market very well and plan to use what I have learned there to build a successful business for EFI in the entire region. Given the success that the team at Antalis has achieved in South Africa, it will be my aim to share their experience and best practices with the other distributors in the region. The basis of this is the technical support structures, which is an area where Antalis is very strong. This is highly important for products such as the Rastek range, where it is not cost effective to bring an engineer from Europe to sort out problems.
‘The MEA region has superb potential and we anticipate growing our market share quite significantly, especially in the UV printer market where the drive to green-friendly equipment is causing a shift in direction for many companies. The wide-format printer market is a growth market and I am confident that James will play a pivotal role in ensuring that EFI remains the market leader with its strong and wide portfolio of UV systems,’ said Paul Cripps, managing director of EFI, EMEA.
EFI offer wide- (Rastek) and superwide- (Vutek) format digital inkjet printing systems for a wide variety of growth applications-signs, posters, displays, billboards, vehicle wraps and point-of-purchase materials, and more. The versatility of EFI's systems makes it possible to print on board, vinyl, fabrics, rigid and flexible substrates. ‘We're pleased to bring the company's proven experience and support to the region’, added Cripps. ‘We can help companies who want to specialise or those who wish to offer variety. Our cost-effective UV solutions make it possible to produce multiple applications using a single system for maximum return on investment.’
© Graphic Repro On-line, 24 February 2010.
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