Tech Access plans Saudi operations boost

Tech Access, Sun’s regional channel development provider, has put Saudi expansion at the top of its ‘to-do’ list for 2005. Previously handled out of Dubai, Tech Access now plans to build up its operations in Riyadh.

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By  Stuart Wilson Published  February 22, 2005

Tech Access, Sun’s regional channel development provider, has put Saudi expansion at the top of its ‘to-do’ list for 2005. Previously handled out of Dubai, Tech Access now plans to build up a local presence in Riyadh. Kamran Hussain, Tech Access’ newly-appointed general manager for channel sales, explained the logic behind the move: “This is a huge commitment from us to our Saudi partners, and one which we believe will reap major rewards in the near future. Tech Access is all about value-added distribution for Sun solution providers, and with feet on the Saudi street we can provide technical know-how to partners and their customers on a constant basis.” “Even though I only arrived in Dubai several weeks ago, it is already obvious that the potential of this market is staggering,” said Hussain. “My remit is to empower reseller partners through education and enable them to achieve more revenue. The Tech Access team will be pushing hard and completing the groundwork on a number of initiatives for 2005 that will significantly increase the sales opportunities out there for partners.” With Sun pushing hard for resellers to build deep vertical expertise, 2005 also looks set to be the year when partners start specialising. “Switching from a specific geography focus to a vertical vision lets resellers enlarge their potential customer base,” added Hussain. “We will be hammering home the message to the Sun partner family over the next few months that this will yield much more business for them. They can rest assured that Tech Access will always be there to deliver any technical expertise or knowledge they require to make a sale.” Mehmet Iyimen, general manager at Sun Middle East and North Africa (MENA), said: “Following management restructuring, the team has all the main industries in the region covered, and together with tech Access we are looking forward to providing partners with even more sales opportunities this year.” Sun is also attempting to explain the power of its broad portfolio to the region’s reseller community. “There is a unique selling point to our product portfolio when partners combine various solutions into a turnkey offering for clients,” explained Bruno Haubertin, channel sales manager at Sun MENA. “We lead the way on storage hardware — the industry acknowledges this — but what the channel doesn’t realise is that our software is also cutting-edge. Resellers should look at the package proposition to maximize their margins while providing outstanding value to their corporate and small to medium business clients,” he added. Pushing resellers to specialise on specific vertical markets is no easy task in this region. Many partners prefer to position themselves as a one-stop-shop solution provider to a limited customer base, even if this means they are spreading their resources too thin and are unable to deliver deep technical expertise in specific areas. During 2005, vendors and channel development-focused distributors will work hard to establish partner ecosystems that combine technical excellence with the benefits of local touch from trusted suppliers.

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