Réjasse takes the reins at Fujitsu Siemens Middle East

Stéphane Réjasse, the newly appointed managing director for Fujitsu Siemens Middle East, has laid out his strategic plans for the vendor’s operations in the region. People, products and partners are the three ‘Ps’ forming the basis of Réjasse’s regional agenda.

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By  Stuart Wilson Published  September 2, 2005

Stéphane Réjasse, the newly appointed managing director for Fujitsu Siemens Middle East, has laid out his strategic plans for the vendor’s operations in the region. People, products and partners are the three ‘Ps’ forming the basis of Réjasse’s regional agenda. Réjasse joined Fujitsu Siemens from Lebanon-based IT distributor CIS, where he held the role of business development manager for volume products in the Middle East and Africa (MEA). CIS is an authorised Fujitsu Siemens distributor. In his new role at Fujitsu Siemens, Réjasse will oversee operations in the GCC, Levant, Egypt, Pakistan and Afghanistan. “One of my main priorities will be to continue the development of employees that we already have within the organisation,” explained Réjasse. “Habib Bouchrara, VP international sales region at Fujitsu Siemens, had been spending one week a month in Dubai as part of his role as acting manager for the Middle East. During this period the existing employees managed to grow the business, increase market share and maintain profitability. They have truly shown what they are capable of.” As well as developing the existing team, Réjasse also plans to evolve Fujitsu Siemens’ channel strategy in the region, paying special attention to the vendor’s relationships with partners and putting a strong emphasis on mutual profitability. “We want the channel to understand that we expect more than just an order from them. Fujitsu Siemens does not sell direct and that is a strong commitment to the channel that also puts a responsibility on the partners,” he continued. “Distributors and resellers have a key role to play in driving sales as well. It does not bother me if a partner sells Fujitsu Siemens alongside HP and Toshiba as long as they bring in the sales. Our commitment is to help them have a profitable business.” Engaging smoothly with second tier resellers is also a key objective for Réjasse. Rebate and incentive schemes that help to safeguard reseller profitability will be used to drive these relationships forward, despite the limitations that continue to hinder the rollout of this type of channel reward scheme in the Middle East. “The difficulty in many markets — especially the UAE — is that when you give out soft funds and MDF, the temptation for the reseller is to give those funds away in the price as opposed to using them to strengthen the bottom line. This happens a lot when the reseller is under pressure to hit sales targets. This is something that we really have to tackle,” said Réjasse. Geographically, Réjasse has identified Pakistan as a key market for Fujitsu Siemens. “We are really considering investing more and pushing more into Pakistan. We are already looking closely at the channel in Pakistan and may move to appoint an in-country distributor,” he said. In terms of Fujitsu Siemens’ product portfolio, Réjasse is keen to continue the success that the vendor has experienced in the notebook space in the Middle East. With notebook models targeted at every type of user from the home user to the large enterprise accounts, Réjasse is confident that Fujitsu Siemens will continue to deliver in this space. “We have just signed a big corporate deal in the UAE,” added Réjasse. “This deal was won because of the technical proposition that Fujitsu Siemens put on the table and this is something that we really want to promote during Gitex. We will also use the event to unveil new programmes targeted at the channel that will launch in October. We are committed to encouraging the Middle East channel to build up certification on, and knowledge of, Fujitsu Siemens products.” Réjasse started his career with Bull before joining HP. During his time at HP in the late 1990s, Réjasse worked in the vendor’s nascent Middle East and Africa team, which also included a certain Anil Gandhi among its ranks. Gandhi has of course just returned to the region to head up HP’s personal systems group in the Middle East. After his stint at HP, Réjasse set up his own distribution company covering a number of markets in the MEA region including Madagascar. He eventually sold his shares in the distribution outfit and joined CIS.

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