Sony Mobiles chooses Expertel as distributor

Deal aims to raise the brand's
market share

Expertel Group, a local distribution company, became Sony Mobile Communications’ authorized exclusive distributor in Lebanon. The partnership contract will be renewed, annually.

Sony mobile phones have been sold locally on the grey market, said Ali Jammal, Executive Manager at Expertel. “This was reflected in the company’s sales,” he said. According to him, Sony chose Expertel because of its large experience in distribution. “We are planning to raise the brand’s market share by eight percent within the coming year.”

Sony Mobile Communications management said that this partnership is an integral step in its strategy to consolidate its position in existing and new markets in the Middle East and the Levant. According to its management, the local market has always been a strong one for Sony, historically, and the new partnership with Expertel Group will push the brand’s growth further.

Fattal will retain the dealership rights to the remaining Sony devices, such as TVs and cameras, among other products.

Expertel Group, headed by Zouhair Aboul-Hosn, was established in 2013. It is a sister company of Expertel, which had been operating in the market as distributor of mobiles, but without exclusive agencies.

Jammal said that the Ministry of Telecommunication’s resolution to limit the selling of illegally imported mobile devices was a motivation for them to acquire Sony’s dealership rights.