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HOME REGIONS Russia & CIS › INTERVIEW: Sergey Fomin, Marvel

INTERVIEW: Sergey Fomin, Marvel

by Stuart Wilson, Tuesday 16 June 2015

Russia’s largest technology and consumer electronics distributors will gather in St. Petersburg next week for DISTREE Russia & CIS 2015. Now firmly established as the region’s premier annual channel event, DISTREE Russia & CIS offers a unique range of business benefits for all attendees. Channel EMEA, a Media Partner for DISTREE Russia & CIS, caught up with Sergey Fomin, strategic development director CIS at Marvel Distribution, to find out more about the company’s participation.

Channel EMEA (CE) What does Marvel want to achieve at DISTREE Russia & CIS 2015? What are your key goals for the event?

Sergey Fomin (SF): We consider DISTREE Russia & CIS as a business opportunity - a source for new ideas and market insight and a convenient meeting place. We will strive to extend our partner and vendor networks and increase Marvel’s brand awareness. We also look forward to sharing IT business experience with colleagues from the industry.

CE: What products and solutions will you be showcasing at DISTREE Russia & CIS 2015? What do you want delegates to know about your portfolio?

SF: Marvel, founded in 1991, is one of the largest broadline IT distributors in Russia & CIS. Marvel supplies products from more than 120 world leading manufacturers such as Acer, AMD, APC, Apple, Asus, Avaya, Canon, Cisco, D-Link, Extreme Networks, HP, Hitachi, HTC, Juniper, IBM, Keneksi, Lenovo, Logitech, Microsoft, Nikon, Oracle, PocketBook, Powercom, Samsung, Sony, ViewSonic and others. This year Marvel is participating in DISTREE Russia & CIS together with Keneksi to promote one of the best value for money smartphones available in the Russian market.

CE: How has your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

SF: Despite the economic recession and negative IT market trends in 2014, Marvel showed a 2% sales growth in its VAD business and 10% growth in server and DSS distribution. Marvel also won multiple awards including the Russia & CIS Distributor of the Year at the ‘EMEA Channel Academy: 2015 Awards’. Marvel’s portfolio was boosted by marquee new vendors including Asus, Brother, Juniper, Inspur, Logitech, SGI, Tamron, Western Digital, Xiaomi and others.

CE: Which customer segments and channels represent the greatest opportunity for growth for Marvel in Russia & CIS?

SF: As a broadline distributor Marvel is dedicated to serving all the major segments and channels in the market. In 2014 the best results were achieved in in the field of networking and telecommunications, server and data storage equipment and notebooks.

CE: Why should distributors, resellers and retailers stock and sell your products? What makes your channel proposition better than competitors in the market?

SF: We offer a unique innovation-driven product mix and value-added services. An important part of our identity is an absence of affiliated retail or integration companies. We do not compete with our partners, which gives them assurance in our sincere interest in every partner’s success.

CE: Does Marvel have a structured channel programme? Do you offer a strong margin proposition to your partners? Please explain this area of your business.

SF: Channel margin generation and channel construction are basic principles of our work which help us to build up long-term mutually beneficial relationship with our partners. Another crucial feature of our channel approach is customisation. We have specifically designed teams of professionals and procedures to serve different types of partners.

CE: What sort of support do you offer distributors and retailers in terms of marketing, promotions and channel development activities?

SF: Marvel arranges different kinds of marketing activities such as ATL, BTL, PR and incentive programmes. With a skilled combination of creativity and effectiveness we deliver a wide range of partner events, from regional multi-vendor conferences to educational seminars and foreign trips.

CE: How quickly is your business growing in the Russia & CIS region? What market trends have you identified that are impacting your business segment?

SF: In Russia, Marvel is an established top three player consistently showing dynamics better than the market average. Marvel is developing foreign markets and is now operating in 19 countries of the former Soviet Union and Eastern Europe. In 2014 sales in these territories tripled compared to 2013.

CE: What are your overall channel goals and aims for 2015 in Russia & CIS?

SF: Our main goal in the current economic situation is to maintain our assets: partner network, business reputation and vendor relationships. We are exploring new market possibilities and constantly improving the effectiveness of our processes. We give great importance to new niches and new vendor development.

Media Partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE Russia & CIS.

DISTREE Russia & CIS 2015, which takes place from June 24-26th in St. Petersburg, gathers together hundreds of senior executives from the region’s leading ICT & CE e-tailers, retailers, resellers and distributors. Readers requiring more information about DISTREE events in 2015 should contact

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