Asbis confirms tie-ups on eve of AMD conference

Components wholesaler Asbis has confirmed that it has been awarded AMD distribution rights in the UAE on the eve of the vendor’s Channel Conference in Dubai. Channel Middle East understands that it has already made its first shipments to customers in the country.

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By  Andrew Seymour Published  September 18, 2006

Components wholesaler Asbis has been awarded AMD distribution rights in the UAE on the eve of the vendor’s Channel Conference in Dubai. Asbis' MEA chief Hesham Tantawi confirmed the tie-up in an e-mail and revealed that the company has already made its first shipments to customers in the country. The appointment of Asbis appears to be yet another move by AMD to counter the reach and brand visibility of nemesis Intel. It also marks a coup for the number-two CPU vendor in the sense that Asbis has traditionally partnered with Intel in the region. The UAE is one of the few countries where Intel has not granted it a distribution contract. Getting Asbis on board is ideal timing for AMD given it is due to host a regional partner event this week. The morning-long summit is expected to see the company reveal its strategy for the region, deliver technical content for partners, and run interactive sessions covering its offerings in the desktop, mobile and server space. Expanding its share of customer wallet is likely to be high on the agenda if the current volume promotion AMD is rolling out through existing distribution partners, such as Sky Electronics and Almasa, is anything to judge by. Resellers can earn back 3% if they hit targets on certain processor lines before the beginning of December. Meanwhile, Asbis has also revealed that it will begin shipping products from optical drive vendor Pioneer this week as the size of its product portfolio continues to expand. The hard drive distribution specialist, which has offices in Morocco, Egypt and the UAE, will offer Pioneer a route into the Middle East market after working with the vendor in Europe. Pioneer isn't the only signature that Asbis has secured in recent weeks. The Cyprus-based outfit recently finalised an agreement with Toshiba to begin carving out a notebook channel for the vendor in the emerging Libyan market.

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