Powersoft is forging into Egypt with the signing of Audio Technology as its new distributor for the country.
Established in 1993 in Cairo, Audio Technology specialises in light current integration and audio consumer electronics. With more than 450 employees, Audio Technology represents upwards of 30 pro AV international manufacturers, serving AV, security, professional systems and retail industries.
Nermeen Iskander, marketing director of Audio Technology, said: “We have always been aware of Powersoft’s reputation, including in rental staging, and kept being impressed by the products’ exceptional performance, reliability, and ease of use.
Audio Technology will focus on expanding Powersoft’s footprint in installations, live productions and hospitality projects. It will also offer training programs, product demonstrations and technical seminars to educate integrators and rental companies on Powersoft solutions. Iskander said: “We look forward to bringing Powersoft’s solutions to the stadia, hospitality and rental sectors, as their advanced technology product stability makes Powersoft the perfect fit for these markets.”
With Egypt’s economy stabilising and the recent Ras El Hekma megaproject development, backed by Abu Dhabi investment and expected to become a major tourism and economic hub, Iskander sees growth for professional AV solutions. “The market is growing and there is a huge demand for strong distributors and integrators to be able to execute large-scale projects and events. Partnering with Powersoft allows us to adapt to these trends and expand our market share while maintaining the highest level of excellence to meet all clients’ needs,” he said.
Varun Jagger, EMEIA sales manager at Powersoft, welcomed Audio Technology as the manufacturer’s new distributor: “With the country’s proAV sector growing, we are confident that Audio Technology will help us deliver the best solutions to system integrators, rental companies, and end-users.”
Top image shows [L-R] Varun Jagger, Powersoft; Mario Abadeer and Amir Riad, Audio Technology; Takis Tsonopoulos, Powersoft.