APC promises more changes as new regional set-up introduced

Power supply vendor tweaks local channel structure and vows to ramp up Middle East technical, telesales and warehousing offerings in an effort to improve customer service

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By  Published  October 31, 2006

Power supply vendor APC has revamped its regional set-up as part of a series of moves to improve its support infrastructure in the Middle East.

The overhaul is set to provide the foundation for the company’s expansion in the region, with Dubai poised to become a focus of major investment by APC in the coming months.

As well as plans to scale up its local engineering resources, the firm is preparing to expand its warehousing capabilities, and introduce a regional technical support and telesales operation.

APC — which is the subject of a US$6.1 billion takeover by Schneider Electric — recently merged its Middle East and African sales teams to enable them to function as a single entity.

Philip Hughes, regional manager MEA at APC, said: “Regionalisation is a major step allowing us to have a much larger critical mass within APC’s EMEA operations.

Within the two teams we had a number of talented members who now have the ability to use that talent in a much larger business.”

The first phase of the regionalisation has seen eight-year APC veteran Anna Podgornaya promoted to MEA regional channel manager.

She has built a team focused on channel management programmes and initiatives to drive growth among distribution partners.

Podgornaya said: “Most of us in the IT channel understand that supply chain, credit lines, margins and grey marketing are key issues for our partners.

My team’s focus is not only on improving these key aspects for our channel, but also introducing education programmes and business development opportunities,” she added.

APC’s channel re-jig is being matched by changes to its field sales operations, such as the re-allocation of some field sales roles into engineering support.

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