Aptec doubles up APC success story

Aptec has picked up APC’s Middle East distribution partner of the year award for the second year in succession after boosting its APC sales 68% year-on-year during 2003.

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By  Stuart Wilson Published  March 16, 2004

Aptec has been awarded APC’s Middle East Distribution Partner of the Year award for 2003. This is the second year in succession that Aptec has picked up the accolade. During 2003, Aptec boosted its APC sales 68% year-on-year. Besides sales growth, Aptec’s positioning as a true ‘value-added’ distributor also influenced power protection vendor APC’s decision. Philip Hughes, APC general manager Middle East and Turkey, put Aptec’s success down to more than just sales growth. “…This performance alone would not have been enough to win the award on its own. To help APC achieve our own key Middle East objectives we look beyond the short-term revenue features of a partner and look for long-term business development practices.” Aptec has embarked on schemes to educate its APC reseller base as well as organising training and sales promotions that tied in with APC’s channel development aims. “This investment in future development work, instead of the more usual ‘today’ focus of the channel has resulted in a fantastic growth of demand for APC's award-winning DataCenter Systems based around our InfraStruXure Product Family,” added Hughes. “Aptec's success in this area made them one of the first generation of fully certified ISX partners in EMEA, placing them in pole position to help their reseller partners take advantage of a major new business opportunity.” Sumit Kumar APC Product Manager at Aptec, added, "We are very pleased to get this award for the second year in a row. We owe this award to our channel partners who have been supporting us, and growing with us year on year. With the launch of many new and exciting products from APC, we are looking forward to an even more successful 2004." Aptec Gulf General Manager Bahaa Salah was equally enthused, “It is an honour to be recognized by APC with this award and will add it to the list of other products with which we have managed to close with good results. What is unique about our APC business is our year-to-year growth. We believe the strong relationship with our vendors and with the channel will allow our growth to continue to increase.” With new APC products such as precision air conditioning for data centres and retail products for mobile computing families being launched in the Middle East, APC requires distributors with a wide range of skills. The product family extends from the average retail consumer right up to complex high-end equipment for corporate data centres. At the low-end, this means partners capable of managing inventory, operating smooth logistics and ensuring product availability in the market. For the more complex products, the role of distributors involves a greater element of ‘value-add’ activities. This means building up in-house skills and passing them on to suitable resellers.

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