This is for all of you who occasionally shop for gadgets and electronic stuff.



Some time circa 2007 or 2008 a new retailer opened in UAE, and from what I understand it has similar retail outlets around the GCC and maybe even beyond. This retailer is Sharaf DG, or in some cases Sharaf Digital. The main slogan of Sharaf DG was/ is that we have everything, and that if we don't have it we give it to you for free. I personally have a serious issue with this slogan, because It's so darn obvious, but this is something I'll get to later.



Sharaf DG is well known for having a huge variety of products, and with surprisingly cheaper prices than anybody else! Jacky's, Jumbo, Axiom and the rest. Numerous experiences and stories have helped me to reach to the bottom of the story and understand the trick. PARALLEL INPUT, or as some would said Parallel Market. Now, what does that mean?



It means that when a new product is introduced into the market like iPhone, Blackberry or Windows Vista, what happens is that Sharaf DG gets these products from other markets in huge quantities and sells it 5-10cheaper here. It sounds good, but when you think that those products were not manufactured for this region a blip should sound because it really makes a difference.



How?!



Take iPhone. Apple manufactured iPhone and sold it in a way to make sure a unit is intended for a specific market, and that this unit can only be serviced in that specific market. Meaning, an iPhone sold in Spain can only be serviced in Spain. Even the iPhone dealer will tell you that he can not touch it, and that the software needs to be unlocked in that country. Furthermore, if you tried to download iTunes on your PC to use it with this iPhone, it will only be the Spanish version. Now, what the smart guys at Sharaf DG did is that they got the iPhone from Europe before it was introduced to the region, and sold it with no Arabic support and no warranty. One incident I know about was when my friend bought the iPhone, and in two days the Wi Fi was not functioning. Practically reducing the mobile into a nice looking toy since you lose all the functionalities that depend on the internet. Sharaf DG said they are not responsible and that they can't fix it!



Another example is a Dell laptop that I purchased with Windows Vista. Make no mistake, the system started hanging and slowing down the very next day . Sharaf DG pulls out a big disclaimer with the warranty, which they don't give to you except in a form of a receipt, that excludes practically anything, saving probably if the laptop exploded in your face.



One more example is the Blackberry Curve 8900. Interestingly, this smartphone is already in the market and endorsed and locked by Etisalat and Du! However, Sharaf DG went and got it from a different region, arabized locally, and unlocked it for use on both carriers. This means that the manufacturer's warranty is automatically revoked. They are selling it now for 150 derham less than other retailers. The Warranty is local by Sharaf DG, and the BB reads but doesn't write arabic script.



This means that most of these products are not supported by the manufacturer. They are warranted by Sharaf DG, and the service is dependent on the craftiness of their service agents. Some examples of this craftiness include, advising my friend to update the software on the iPhone and once he did it and the phone stopped receiving calls they advised him to de-install the upgrade. Also, re-installing the same windows from the same CD on my Dell when they decided that it's a software problem, only for the problem to get worse and then they throw their arms in the air as to say; FIGURE IT OUT YOURSELF.



Bottom line is that their prices are up to 10% lower than the market, but the risk your run is much higher.



Now going back to their slogan " If we don't have it, you can get it for free ". How on earth are you going to give me something you don't have! I tried this one as well, and unsurprisingly the guy said; sorry Sir but we can give you something similar, and NOT for free.



Whoever was the marketing guru they hired to come up with this slogan probably had in mind two things: coming up with the biggest marketing lie, and that consumers in this region are idiots and easily fooled.



My verdict is that I'm not going to buy from them if my life depended on it.