Dell confirms Mindware appointment

Dell has confirmed the appointment of Mindware as a wholesale distribution partner given the task of selling into Saudi Arabia’s SMB-focused channels.

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By  Stuart Wilson Published  July 21, 2004

Dell has confirmed the appointment of Mindware as a wholesale distribution partner given the task of selling into Saudi Arabia’s small-to-medium business (SMB) channel. The deal, provisionally announced at GITEX Saudi Arabia, has now been finalised and an official contract signed. Andy Sanctuary, country manager Saudi Arabia at Dell, explained: “SMB is a large and fast growing market segment, both in the Middle East and worldwide, and it is only natural that we wanted to extend our market coverage to service this sector. In Mindware we’ve found a partner with the market knowledge, infrastructure and skills to make this drive into the SMB segment and to emulate the success Dell has seen in large corporate and government accounts in Saudi Arabia.” In its capacity as an SMB-focused distributor for Dell, Mindware will focus on a wide range of products suitable for this segment including the Optiplex and Latitude desktop and laptop ranges, related network and enterprise products as well as peripherals and accessories. “Dell looked for a partner who could replicate its extensive knowledge of the mid-market and undertake this important task,” said Sanctuary. “Mindware, through its role as an Intel wholesaler and its strong presence across the Kingdom, has the necessary relationships that allow us to relatively quickly address the SMB market.” Speaking during GITEX Saudi Arabia, Mohammed Al Akkad, operations manager at Mindware in the Kingdom, said: “We will start offering Dell product to all those partners who have got the right resources and technical expertise. And we’ll do our best to provide them with an A to Z of services including training and marketing support in collaboration with Dell.” Dell operates a highly selective channel programme in the Middle East with approximately 20 partners on board and a deep commitment to building focused interdependent relationships.

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