Hitachi Data Systems plans local presence

Hitachi Data Systems is poised to enter the Middle East market by opening an office at Dubai Internet City.

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By  Matthew Southwell Published  April 11, 2004

Hitachi Data Systems is poised to enter the Middle East market by opening an office at Dubai Internet City (DIC). Although an exact timeframe has yet to be confirmed, it is likely the move will take place during or just after Storage World Middle East, which runs from May 23 to 25. “We are planning our route into the [Middle East] market and how we are going to do it. We are going to be at Storage World Middle East and we are looking at various means and ways to capitalise on that,” says Chris Dowling, director of marketing communications for Hitachi Data Systems in Europe. “Right now we haven’t got all of the tactical stuff in place. Storage World Middle East will be the back end of May and it [our arrival in the Middle East] will be part of our post event promotion,” she adds. While Dowling remains tight-lipped over the storage vendor’s plans, Hitachi Data Systems’ local partners are more enthusiastic and believe the firm will initially install a team of three at its DIC base to cover sales, technology and customer support. “HDS are coming to the region with three people and they are opening in DIC,” says Stefan Niemitc, data management sales manager for South Eastern EMEA at Sun Microsystems, which resells the storage vendor’s Hitachi Lightning 9900 V Series solutions. “Now that they are opening an office in Dubai we will have better and closer access to them and we believe it will help our business a lot. The closer the relationship is the more successful we will be selling our products that we buy from them,” he adds. STME also confirms that Hitachi Data Systems is making its way to the Middle East and recently signed up with the vendor to sell, implement and support its full range of hardware, software and services. Also onboard is Naizak, which took the vendor’s products to Saudi Comdex during March. According to Ancel Fernandes, executive vice president of marketing & audit at STME, the addition of Hitachi’s storage products to its existing line up of kit will not only help address its customer requirements more effectively but also help Hitachi Data Systems penetrate the local market. “With Hitachi Data Systems coming to the region it gives us another reputable vendor to work with,” he says. “Its office will be officially open next month but we have started working on prospective deals already. It will open new markets for us and with a force like STME pushing Hitachi Data Systems its reach should be that much greater. It is a win-win situation for both parties,” Fernandes adds.

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