by Thinus Ferreira
Ellies Electronics has signed a distribution contract with Nokia to exclusively distribute Nokia products like Nokia Smart TV sets and set-top boxes in South Africa, Namibia and various other African countries.
Ellies Electronics, a subsidiary of the JSE-listed Ellies Holdings, concluded a deal with StreamView, headquarteredin Austria as a licensee of the Nokia brand, to exclusively distribute Nokia products in South Africa and various other African countries like Smart TVs, set-top boxes and related products.
In terms of the distribution agreement, Ellies will market and distribute Nokia products in South Africa, Namibia, Botswana, Eswatini and Mozambique, with plans to expand into Zimbabwe, Lesotho, Zambia, and other Southern Africa Development Community (SADEC) states.
The agreement comes into effect on 11 October and positions Ellies as StreamView’s exclusive sales partner in these countries. Further exclusivity is dependent on reaching certain sales targets, as agreed to by both parties.
A select range of Nokia products will be available to consumers by December 2021, with the full range available through Ellies' branch network and at major retailers early in 2022.
"We are extremely happy to announce this distribution deal with StreamView, which gives us access to their wide range of high-quality Nokia-branded smart products that we will take to these markets through our extensive distribution network in South Africa and beyond," says Shaun Prithivirajh, Ellies Electronics CEO.
Nokia says that its Nokia Smart TVs with an Android TV operating system bring the experience of the smart phone to the living room with the devices that are "perfect for streaming and gaming, but also for live TV with built-in tuners for terrestrial, satellite and cable reception".
Nokia says that the Nokia Streaming Box is a set-top box (STB) that upgrades any TV to a Smart TV and brings the Android TV experience to the TV screen. Nokia has the Nokia Media Streamer and the Nokia Streaming Box 8000.
Nokia's product portfolio is rounded off by set-top-boxes for terrestrial and satellite live TV.
Sean Prithivirajh says the agreement diversifies Ellies revenue streams and provides additional market opportunities.
"This agreement is mutually viable for both parties. The Nokia brand is respected all over the world and Ellies gets the benefit of adding this state-of-art product to our already extensive range of electronic products."
"For StreamView, partnering with Ellies means that they will have access to a lucrative Southern African market where we have an extensive, well-established and trusted distribution network."
Peter Schmalfuss, StreamView managing director, says the company's mission is to develop smart products and services that are easily accessible.
"We endeavour to keep up with the latest cutting-edge technology with a focus on enhancing user experience, allowing us to provide durable products at competitive prices."
Peter Schmalfuss says the distribution deal with Ellies "marks a landmark move for StreamView into the Southern African market, which is in line with its vision to seek out new markets with growth potential across the globe".