Amscreen has concluded an exclusive partnership agreement with Dubai-based business SmartScreen. The deal will see the newly created company purchase digital signage screens exclusively from Amscreen for retail outlets across the Middle East and Africa.

SmartScreen plans to roll-out over 5,000 screens in the region  over the next 18 months. It has recently signed up its first forecourt deal with Middle Eastern petrol retailer ENOC/EPPCO as well as the Zoom convenience store network within all Dubai Metro Stations. It will secure its own content and has appointed sales agency AIR Media, part of the AIR Communications Group, to sell advertising on its behalf.

It is the first time that Amscreen has sold signage units to a foreign entity. Sir Alan Sugar’s company will license the use of its bespoke content delivery software and provide ongoing technical support to SmartScreen’s networks.