NMK Electronics announced its strategic partnership with Surgex, Microsoft and 7th Sense following discussion at Saudi Light & Sound Show.
The agreement between NMK and Surgex came about through a meeting of minds between Mr. Justin Peyton, Director of Sales EMEA & APAC from Surgex, and Mr. Dino Drimakis, Director of Strategic Development from NMK. With Surgex’s strong collaboration with our Parent Company Midwich and NMK’s reputation as a AV distributor in the region, the decision for a long-term partnership was mutual and enthusiastic.
NMK will serve as Surgex’s authorised distributor for the GCC region, leveraging its regional presence in the UAE, Saudi Arabia, and Qatar. Ms. Sithara Kumar, Brand Manager Infrastructure at NMK, expressed excitement about the partnership, stated, “We are thrilled to see our infrastructure portfolio expanding with the addition of a prestigious brand like Surgex. This collaboration adds significant value to our offerings, and we look forward to leveraging Surgex’s advanced Power Management solutions to meet the diverse needs of our clients.”
Justin Peyton, Director of Sales EMEA & APAC from Surgex added, “We’ve really been looking forward to working with the NMK team to expand the presence of Surgex in the region”.
The partnership with Microsoft leverages Midwich’s standing as a Microsoft Strategic distribution partner in the UK, a relationship that has now extended globally to unify all branches distributing MTR brands under the Microsoft umbrella. With NMK’s established distribution network of Microsoft-certified products throughout the Middle East, their collaboration with Microsoft comes as a move to harness advanced technology solutions in the region.
This partnership enhances NMK’s extensive product line but also specifically augments the capabilities of NEAT, a key UC brand within NMK’s portfolio. This synergy is expected to generate value for both NMK and Microsoft, and by extension, their clientele.
Representatives from both Midwich and NMK have expressed enthusiasm about the collaboration. Greg Bennett, GM – UC&C at Midwich highlighted the strategic nature of the partnership: “Working with NMK in the Middle East not only broadens our reach but also deepens our ties with the professional AV community, setting the stage for a transformation of modern workplaces across the region.”
Echoing this sentiment, Suhed Mohammed, Microsoft Champion from NMK added, “We are excited to be a strategic distribution partner with Microsoft, and we are looking forward to achieving a great deal through this collaboration. This partnership not only marks a significant milestone in our journey but also underscores our commitment to collaborating with industry leaders to bring the best technology solutions to our clients.”
NMK Electronics also announced a new distribution agreement with 7thSense, This partnership allows NMK Electronics to offer 7thSense’s full range of products, including the Delta Media Server, Medialon Show Control range and Juggler pixel processor, across the GCC region.
This agreement was formalised at the Saudi Light & Sound Show.
“Our mission has always been to drive growth and embrace new technologies in the audio, video, and lighting sectors across the MEA region,” said Neil Carroll, video brand manager at NMK Electronics. “With 7thSense’s innovative products now part of our distribution network, we are uniquely positioned to develop new markets and provide top-tier, integrated solutions to our clients.”
Ed Patchett, commercial director at 7thSense, expressed his enthusiasm about the partnership, stating, “We are thrilled to expand our reach in the GCC region through NMK Electronics, whose commitment to quality and market leadership makes this an ideal partnership to pursue our shared goals.”
The partnerships formed at Saudi Light & Sound Show underscore NMK Electronics’ commitment to innovation within the professional AV distribution landscape.
