Double-digit growth for Mac distributor

AV ELECTRONICS Sdn Bhd is recording double-digit growth in the third quarter of this year as compared to the same period last year mainly due to an increase in the local consumers' awareness on new Apple product functions.

"There are more consumers learning about Mac (products), and it is an educational process. People usually compare a Mac and a PC at face value, and they say that the Mac is more expensive, when comparing for instance a 13-inch Mac and a 13-inch PC laptop," said Hj Yusoff Soffian Hj Md Freddie, marketing manager of AV Electronics.

He added that after marketing their products and educating consumers on the functions of a Mac such as digital photography, video editing and so on, many of the consumers find that the Mac has functions that are superior to a normal PC laptop.

"While the market is considered small, compared to the third quarter in last year's sales, we are seeing an increase in growth," he said.

AV Electronics recently launched three new products, which Hj Yusoff said will contribute to the growth next year. These include the all new iMac, an upgraded Mac mini, a new 13-inch Macbook model and the Magic Mouse, a new Mac accessory. Hj Yusoff said one of the contributors to the growth this quarter is the new AV Electronics branch in The Mall.

One of the challenges that the company is facing involves the mindset of local consumers who opt for PC products because it's easier to get pirated software installed on their laptops or PCs.

"Piracy definitely is one of the biggest challenges, and as an authorised Apple partner, we follow their anti-piracy campaign," he said. He added that when consumers drop by the store and enquire about getting programmes onto their Macbooks or Mac desktops, and find out that AV Electronics does not install or sell pirated software, it is difficult for them to accept.

"We have had customers come in and asking us they want, for example, Photoshop onto their Mac, but then we tell them that its $800, and they are shocked because they say that they can buy a normal PC laptop and have Photoshop installed for free. It came to a point that we had to put up a sign that states that they should not ask our shop attendants to do anything illegal," said Hj Yusoff.

He added that the company is continuing their marketing by educating the public and that they have been very successful in their school education programme for Mac usage. In a previous article, Hj Yussof said that this year they are predicting a 15-20 per cent growth, citing the growing number of "switchers" users who have decided to trade in their PCs for Mac computers.

"Singapore is considered our biggest competitor because people in Brunei have a perception that buying Apple products in Singapore is cheaper, when the fact is that we are on par with Singapore in iPod pricing. We are only slightly more expensive than Singapore because of the shipping costs," he said.

He said that what the customer in the Sultanate ends up saving when purchasing their Apple products over in Singapore, they'll end up having to spend in Brunei on service and maintenance.

"We balance out the price difference by giving all of our customers free service and warranty within the warranty period. Any savings that they make overseas, once something happens, we'll fix the units, but there will be a service charge," said the marketing manager of AV Electronics. Debbie Too

The Brunei Times