Powersoft product training at Shidco, Iran.
Italy / Iran - Tehran-based Shidco has been appointed by Italian control and amplification specialists Powersoft to handle their distribution in Iran. Set up in 1960 the country traded in electronic music equipment before advancing into leading professional audio equipment as well as instruments. In 2003 they adopted Shidco as a trading company and expanding into lighting.

By the time they were introduced to Powersoft (by long-term supplier FBT), they already had a number of the world's prominent sound and lighting brands in their brand portfolio, according to sales director and technical manager, Amir Fani Saberi.

"As one of the best-known companies in the market, we were already familiar with both Powersoft and its technology, from working with their customers. As a powerful trading company, we required a leading brand amplifier to cover the full range of professional audio applications and meet all customer requirements."

Believing that each of the M, K and X Series products would initially unlock their core markets, he continues, "These products will meet the requirements of the market in all aspects and we have devised different marketing plans for each sector."

Shidco has wasted no time introducing the brand to the local market, having already presented a seminar to prospective customers incorporating technical aspects, various classes of amplifier (in particular Class D), an introduction to Powersoft, the company and finally a listening test.

"This was well attended by both the installation and rental sector," confirmed Mr. Saberi. "I received positive feedback at the end, with everyone feeling optimistic about the future of this brand in the face of Chinese competition in the region."

Shidco has also trawled the country carrying out local demoes and featured Powersoft products in important concerts and religious programmes.

Mr. Saberi believes his company's decision has been well judged: "As a result of representing so many top loudspeaker companies over the years we have always been on the look-out for a powerful amplifier producer, and although we went through many well-known companies, none could really satisfy the market until now The amplifiers needed to be efficient in terms of power consumption and price, and in addition, size and weight were also essential to the market. Class D amplifiers were the logical choice and Powersoft is a leading company in this technology. We are really pleased to be working with a company that meets all market requirements."

Powersoft's Regional Account Manager (EMEA), Karl Kahlau, adds: "In line with the rapid growth we are going through in the EMEA region, the appointment of Shidco as our distribution hub for Iran represents a milestone in our efforts in the Middle East market. Shidco comes with the highest recommendations in all areas of pro-audio expertise, so we are understandably delighted they have decided to join us in their pursuit of high-quality brands to promote in the Iranian market. Through this agreement we have added an important member to our already devoted distribution network - a member with whom we look forward to many years of mutual cooperation."

(Lee Baldock)

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