Dell's Account - Manager Central and West Africa, Alwin Thankachan said huge challenges that face East Africa is 'to keep up' with demand for genuine products.

The region, he said, has been traditionally "grey market for IT products generally with limited after sales services and availability of a range of spares." To counter the problem, Dell appointed Mitsumi Group as its sole distributor not only for Tanzania but also for the rest of East African bloc - Uganda, Kenya, Rwanda and Burundi while Dar es Salaam will be the spare's hub.

Grey market is the trade of a commodity through distribution channels which, while legal, are unofficial, unauthorized, or unintended by the original manufacturer. Dell, according to Mr Thankachan, controls between 45 and 50 per cent of consumers and small medium business in East Africa, which is being done by Mitsumi.

"We appoint Mitsumi because it understands the East African market very well and it has offices across the bloc," Mr Thankachan, who is based in Dubai, said during a press conference on Thursday.

Mitsumi Group is believed to control about 30 per cent share of IT products and has the annul turnover of over USD 20million. The Group Director, Mr Mitesh Shah, said that the existing reseller typically enters the grey market segment by importing products from places like Dubai and Far East because they are cheap and quick.

"Mitsumi broke the myth by offering their dealers genuine Dell products with comprehensive after sell services," Mr Shah, who is based in Nairobi, Kenya, said adding: "The company believes in giving their customers' value and create awareness...(at) competitive pricing."

Mitsumi Country Manager Mr Kartik Shah said the company will educate masses through media on the importance of buying items with warrant. Since its beginning in 1998, Mitsumi has connected technology solution providers with vendors worldwide, identifying markets and technologies that shape the IT industry in East Africa. The Group has more than 2000 resellers in the region.