Technology could provide a buffer against the economic downturn

To sustain a market position and compete effectively, companies must establish a leadership position in technology adoption and usage to enable greater productivity, particularly given the current global economic downturn, says global information and communication technology (ICT) supplier Sahara deputy MD Gary Naidoo.

The ICT sector has felt the pinch of the current market conditions, but this sector, says Naidoo, is the driver of growth in any business and will take on a greater responsibility by assisting companies strategise and reduce costs during this period.

"Information technology (IT) is a definite requirement for any medium-to-large enterprise that will provide corporate governance, best practice, profitability and sustainability," he says.
He says that ICT distributors, vendors and suppliers must focus on how to accommodate customers within their new budgets, by marketing not only products, but also solutions that will fulfil the requirements of the end-user. He adds that service and maintenance, which is a growing trend in this sector, is crucial for ICT companies if they are to survive and compete profitably in the market.

This sector, he says, has experienced a decline in sales, especially in desktop personal computers, where growth is generally driven by the business sector.
Meanwhile, Sahara says that it is confident about its position in the sector, and is approaching the current market conditions "aggressively". The company is targeting alternative markets and opportunities for this year and aims to increase its engagements with customers.
The company is rolling out a road show this month, in collaboration with different partners, and will target schools, universities, government and the corporate sector. Not only is it a branding campaign, but a mechanism through which Sahara aims to educate the end-user on IT.
"The ICT sector has a responsibility to ensure that more end-users are educated, as this is a challenge that our industry must collectively deal with," says Naidoo.

Naidoo points out that Sahara has experienced a strong growth rate and that the company is expecting to increase its revenue for the first quarter of 2009 compared with the same period last year.

By: Brindaveni Naidoo
20th February 2009