Resellers out in force for AMD-Almasa launch

It was standing room only at last week’s evening event in Dubai to officially launch AMD’s regional distribution deal with Almasa. Resellers from Computer Street packed out the event to hear senior speakers from AMD, including corporate VP and general manager for high growth markets region Gustavo Arenas, explain exactly how the vendor planned to boost its current single digit market share in the Middle East.

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By  Stuart Wilson Published  January 22, 2006

It was standing room only at last week’s evening event in Dubai to officially launch AMD’s regional distribution deal with Almasa. Resellers from Computer Street packed out the event to hear senior speakers from AMD, including corporate VP and general manager for high growth markets region Gustavo Arenas, explain exactly how the vendor planned to boost its current single digit market share in the Middle East. The event marked the official channel launch of AMD’s distribution deal with Almasa and resellers received training on the benefits of the vendor’s product portfolio from Gaith Kadir, regional manager Middle East and Africa at AMD. “Almasa and AMD share similar goals in the industry, to be constantly innovative and bring needed technology to the market,” explained Syed Parvez Ahmed, VP at Almasa IT Distribution. “AMD’s powerful customer focus ties in well with Almasa IT Distribution’s approach to strongly supporting regional resellers and contributing to pushing the local market forward.” Arenas himself added: “Almasa IT Distribution will be distributing AMD’s CPUs to selected resellers across the Middle East. Due to its longstanding position as the largest IT distributor in the Middle East, AMD sees this as an excellent opportunity for growth and expansion of its channel network across the region, with the aim to grow its existing market share.” The commercial distribution agreement struck between AMD and Almasa covers all countries within the Middle East region. The move marks yet another step in AMD’s quest to flesh out a distribution channel in the region with genuine reseller reach. Recent moves have included awarding both Sahara and Golden Systems AMD distribution rights in the Middle East in addition to the long-term deal that has been in place with Thacker for many years. Simultaneously, AMD has also created the high growth markets region, headed up by Arenas, to accelerate its business development in these important areas. Resellers at the event were upbeat about the potential for pushing AMD solutions in the market. Rakesh Bohra, one of the major traders on Computer Street and the driving force behind WiFi Computer Zone, said: “I can make a much better margin selling an AMD-based system than I can an Intel-based system. If a customer comes in asking for Intel, I will actually persuade them to buy AMD instead.”

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