Casio Middle East FZE to Commence Operations from October

Casio Computer Co., Ltd., one of the world’s leading electronics manufacturing companies announced today the establishment of Casio Middle East FZE in Dubai as its first sales and marketing office in the Middle East region. Located in Dubai, Casio Middle East FZE is scheduled to commence sales and marketing operations from October later this year.

Casio has been supplying products to countries in the Middle East through Sales Agents since the mid-1970s. In 1994, Casio set up a representative office in Dubai to function as a point of contact for its customers.

“In recent years, we have noticed that markets in the Middle East and the GCC in particular have been thriving against the backdrop of robust economic growth and an expanding young population and therefore, we regard the region as a strategic growth market in the years to come,” explains Mr. Tsuneo Nagai, Managing Director, Casio Middle East FZE.

Strategically located in the Jebel Ali Free Zone (JAFZA), Casio Middle East FZE has been established as a local subsidiary responsible for the six Gulf countries. In October this year, it will work together with distributors in each of the six countries and carry out tailored sales and marketing activities for each country. By promptly supplying products and services suitable for the lifestyles and cultures of the local population, the company intends to further popularize Casio products and expand its business in the region.

“JAFZA provides world-class facilities for stock operations and this will be very important for us as we aim to expand across the Middle East region in the years to come,” adds Mr. Tsuneo Nagai.

More specifically, Casio Middle East FZE will focus on increasing the number of local retailers carrying Casio products and will also step up sales promotional activities with the goal of strengthening the presence of unique brands of Casio watches, especially the G-SHOCK brand of shock-resistant watches.

In the education market, Casio plans to contribute to the scholastic abilities of children in the GCC region by promoting the adoption of scientific calculators in math classes as well as the use of electronic musical instruments in schools and music learning centers.

Looking into the future, Casio Middle East FZE will explore increasing the number of Middle Eastern countries it covers. It will also look at taking on greater business responsibilities as a gateway to countries in Africa, which are drawing attention as a new growth market.

Overview of Casio Middle East FZE

Name: Casio Middle East FZE
Location: Jebel Ali Free Zone, Dubai, United Arab Emirates
Established: March 2013
Operations to commence: October 1, 2013
Managing Director: Tsuneo Nagai
Capital: AED 9 million
Number of employees: 25
Business: Sales and marketing of Casio products in the Middle East        
Net sales: Targeting 20.0 billion yen in net sales in the Middle East, including the six member countries of the GCC, by fiscal 2016.

About Casio Computer Co., Ltd.

Casio Computer Co., Ltd. is one of the world's leading manufacturers of consumer electronics products and business equipment solutions. Casio was established in 1957 when the Kashio brothers, Tadao, Toshio, Kazuo, and Yukio created and successfully mass-produced the world's first purely electric, small-sized calculator. Since then, Casio has strived to realize its corporate creed of "creativity and contribution" by employing cutting-edge digital technology acquired through the development of the calculator to create innovative and imaginative products. Today, Casio's offerings include timepieces, digital cameras, electronic dictionaries, calculators, musical instruments, system equipment, and others. Based on circuit design and high-density mounting technology expertise, Casio's strength lies in lightweight, miniature, and portable digital equipment, continually bringing forth a wealth of imaginative products. Globally, the Casio Group employs over 11,000 people, shipping more than 100 million products per year worldwide. Net sales for the fiscal year ended March 2013 were 297 billion yen (approximately US$2,798 million). News and product information from Casio is available at http://world.casio.com/

*Net sales, number of employees revised on March 31, 2013
*rate : 1USD = 94JPY the approximate exchange rate prevailing on March 31, 2013

---