Good afternoon, Iulia. A new Apple store under the iSpace brand recently opened in Chisinau, and the iSpace.md website was launched. While Apple products were officially present in Moldova before this, they weren't in this particular format. Knowing that Apple enthusiasts appreciate details, could you shed some light on the new structure of the Apple "hierarchy" in Moldova?

Absolutely, there's no secret here. ASBC operates in complete transparency. We're an affiliate of ASBIS, an international holding company which is an authorized distributor and the exclusive exporter of Apple products in the Republic of Moldova. Consequently, all Apple products officially sold in Moldova are supplied directly by us.

ASBIS, a publicly listed company based in Cyprus, has its shares traded on the Warsaw Stock Exchange. It has subsidiaries functioning as Apple's premium resellers in seven former CIS countries. We've extended this model to Moldova, with our stores operating under the iSpace brand.

That clarifies things. When you mention "stores," are there other iSpace stores in Chisinau besides the one recently inaugurated on August 31st Street?

Yes, indeed. This store is the first one, but it definitely won't be the last. We're planning to open several more.

I'm faced with a bit of a dilemma here. On the one hand, I'm curious about your plans and business operations; on the other hand, I'd love to know more about you personally. I'm a firm believer that the personal touch is essential to any company, regardless of it’s size. I think Steve Jobs would have agreed with me. So, would you mind if we discuss a few personal matters before we return to ASBC's business in Moldova?

Of course, go ahead with your questions.

You're not originally from Moldova, right?

That's correct, I'm originally from Ukraine. I moved to Moldova last autumn with a specific objective: to establish and expand ASBC's footprint in the region.

So, before this, were you associated with Apple in Ukraine?

Not exactly, my professional background includes three years in consulting and approximately a decade in multinational corporations in Ukraine. I began my journey at "Euroset", advancing from a sales representative to a commercial director.

"Euroset"? Are you referring to the "Euroset" set up by Chichvarkin?

Yes, exactly.

It's regrettable we can't stray much from our main topic. Many individuals from my generation remember vividly the bold advertising and marketing strategies of "Euroset". It would be fascinating to hear about those times from someone who was part of Chichvarkin's company.

Indeed, "Euroset" played a pivotal role in my career trajectory. The experience I gained there served as a solid foundation for my subsequent professional journey. Although I didn't report directly to Evghenii, on multiple occasions I witnessed how his charismatic leadership inspired the team to set and achieve ambitious goals. The results exceeded all expectations. The balance between authority and responsibility I experienced at "Euroset" played a key role in my evolution as a leader.

That's interesting, Iulia. Now that "Euroset" is a closed chapter, our conversation seems to be more relaxed. Initially, I was anticipating a more formal discussion, considering I'm interacting with the General Director of ASBC in Moldova.

Are you feeling more at ease now?

Absolutely. I believe it's always more productive to directly address the central question. So, how will ASBC's launch revolutionize the Apple experience in Moldova?

We're bringing the comprehensive Apple ecosystem to Moldova, reflecting the operational model of Apple in other countries.

What are your initial steps?

Our primary focus lies on our corporate clients. We're providing not just Apple products but also business solutions that weren't available in Moldova earlier. The quality of these services is ensured by our specialists. All our sales staff undergo an initial three-month training period and routinely update their knowledge about new products and services. Moreover, we have in-house trainers certified directly by Apple to maintain high competency levels within our teams.

Apart from the B2B sector, we're focusing on two other segments.

My audience might be interested in a more detailed discussion about the B2B aspect, but for now, let's discuss the other two focus areas.

The second domain is retail sales for individual customers. Our official store inauguration is set for June 23. Each of our showrooms acts as an Apple Expertise Center, delivering a unique ambiance that aligns with the global brand standards. It's not something that can be put into words—it must be experienced.

Could you delve into the "Expertise Center" concept?

The Expertise Center embodies expertise and experience. Our mono-brand store staff are experts in the Apple universe. If you need advice, consultation, or assistance, our store is your destination. If you require in-depth knowledge, we're prepared to conduct individual training sessions.

We provide premium services at iSpace, including protective screen replacement, data transfer, software installation, and more. You can safely leave your device with us and enjoy a coffee at a nearby café.

We offer original devices with an official Apple warranty and a comprehensive product range.

In our store, customers can benefit of the Trade-in system to buy any Apple device: simply bring in your old gadget, and we will offset its cost against your new purchase.

We also offer free nationwide delivery. Your purchase will be delivered at no charge to any location in Moldova.

Our loyalty program lets you accumulate bonus points on your card, which can partially offset your subsequent purchases.

Finally, we plan to introduce professional repair services through our authorized Apple Service Center.

If I may interrupt, does your service center cater only to your customers?

No, absolutely not. Any official Apple device owner, irrespective of their purchase location, can profit of our service.

Could we revert to the third focus area?

Certainly, that's our online presence. iSpace.md is already live, and you're welcome to visit our website for comprehensive information, as provided by our consultants.

Can you give us a sneak peek into what guests can expect at your store's official grand opening in Chisinau?

Definitely yes. Visitors can look forward to exploring a comprehensive and updated selection of Apple products. It's not just about iPhones – guests will be able to get hands-on experience with Macs and iPads, try on Apple Watches, and compare the audio quality across various AirPod models. We have a broad selection of accessories for all our products, and we'll also feature products from the widely appreciated music brand, Bang & Olufsen. As official resellers, we're planning on launching a specialized store for this brand in Moldova in the future, but for now, we have their basic product line on display.

That sounds exciting! Now, earlier in our conversation, you hinted at plans for more iSpace stores opening in Moldova. Is that happening anytime this year?

The process of preparing for a store opening takes several months, so our plans are more likely to materialize in 2024. At present, we're operating over thirty iSpace stores across eight countries. In fact, our thirty-first store just opened on June 8th in Kazakhstan. By 2025, we aim to open an additional 25-30 stores, including a few in Moldova.

That's quite an ambitious expansion plan, and I'm sure it brings joy to Apple enthusiasts. Let's shift gears a little and talk about the B2B aspect. Can you tell us which sectors your company primarily caters to?

Absolutely, every corporate client is of utmost importance to us. While certain sectors do take precedence in line with our specific activities, we have a key focus on IT companies. Before we ventured into the Moldovan market, we conducted an in-depth study of the growth dynamics of the IT industry and the statistics of IT park residents. This provided us with a clear understanding of the task at hand. Besides IT, other interesting sectors for us include banking, finance, architecture, design, and FMCG companies, among others. However, we're not restricting ourselves to these sectors only – we find the education sector intriguing and ripe with potential.

Interesting! And what B2B solutions are you bringing to the Moldovan market?

We're offering much more than just Apple solutions. We're also introducing Logitech solutions, which include video conferencing equipment, and large-format, interactive displays from Prestigio Solutions. Not only do we sell this equipment, but we're also prepared to provide it for testing purposes and offer related training sessions.

As for our collaboration with Apple, I'm confident that our Trade-in program, among other services, will attract significant interest from businesses.

Are you open to buying back an "old" Apple device when a customer purchases a new one?

It's not just limited to Apple. Nine other tech brands are also a part of our Trade-in program. The value of these items will be considered when a customer is purchasing new Apple equipment or gadgets. This approach helps companies deal with the storage of old tech assets and saves them money when purchasing new equipment.

That's good news.

Indeed. There's another option for business managers or IT departments to manage obsolete equipment - our BuyBack program. When purchasing Apple equipment, we set a guaranteed buyback price for the equipment after one year of use, and it lasts for up to five years. This way, businesses know exactly how much money will be returned and where to dispose of their old equipment.

Between Trade-in and Buyback, have we missed anything?

Actually, yes. We have not mentioned our installment payment options. Our sales representatives can arrange this, if necessary. We also haven't touched on Jamf– a software that makes working with Apple in a corporate environment more streamlined. Additionally, we offer the ability to order customized Macs - within 6-8 weeks, we can deliver any configuration, whether it relates to memory capacity, keyboard type, or any other work-related requirements.

Iulia, I'm estimating the volume of this interview, and I think we may need a second discussion specifically focused on the B2B topic.

I'm completely open to that. Before we conclude, I'd like to mention another important feature. For the companies we partner with, we offer a loyalty program for their employees. This provides special terms for purchasing Apple equipment, allowing employees to buy products at a special price for themselves and their family members.

Let's agree to discuss this question during a potential second interview after the official opening of your store.

We can certainly revisit this in July. Meanwhile, we look forward to seeing you at our store opening on June 23. The grand opening will run from June 23 to June 25. The events start at 2 p.m. Over these three days, we'll host a variety of activities and feature live music. Everyone is welcome to participate in a free master class from iSpace and the video maker Nikita Juraveli. Nikita will share how Apple technology enhances everyday life and introduce participants to the nuances of shooting and processing videos on an iPhone. We'll also have a buffet. It's a great opportunity to join the Apple community and make new friends.

Aren't you worried that your store shelves may be emptied after such a grand opening?

While our stock is indeed limited, we advise customers to pre-order their desired models. This ensures that the device they want will be reserved for them at the opening.

Pre-orders are available from June 12 to June 22 on our official website. Customers can then pick up their purchases on the opening day amidst the festive atmosphere. We'll also have special offers available, so we encourage everyone to place their pre-orders quickly.

If businesses are interested in purchasing Apple products, they can reach out to our corporate department, ASBC, at + 373 68 994 777 or via email at v.solomaha@asbc.md. More information is available on our website, asbc.md, and on our social media platforms: LinkedIn | Facebook | Instagram

Pavel Zingan