HP’s Saudi channel chief switches over to Toshiba

Moataz Reda will now lead Toshiba’s Saudi operation as country manager with the task of driving the technology giant’s growth in the market.

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By  Published  October 6, 2006

The channel boss credited with developing HP’s enterprise and (small and medium-sized business) SMB strategy in Saudi Arabia during the past two years has moved to rival Toshiba. Moataz Reda will now lead Toshiba’s Saudi operation as country manager with the task of driving the technology giant’s growth in the market.

Reda, who is due to be based in Riyadh, has been handed responsibility for the vendor’s business development in KSA and will oversee its forthcoming expansion in the market.

The company claims it has plans to become closer to local customers and partners, which it expects to announce during the first half of 2007.

Reda is likely to be under no illusions as to the size of his task however — his new employers have made no secret of the fact that Saudi accounts for 40% of its business in the region.

“Moataz Reda’s strong industry market experience is vitally important for Toshiba and its continuing commitment to its customers and their requirements in the region,” stated Ahmed Khalil, general manager, Toshiba Computer Systems Division, Middle East and Africa (MEA) region. “The combination of experience and knowledge of the market makes Reda uniquely qualified for this position and we are confident that he will be a great asset for Toshiba,” he added.

Reda — a 17-year veteran of the IT market — said: “I am excited about this new challenge and I believe that I am joining Toshiba at the right time.”

“Saudi Arabia is an important market for the company and I know that my renewed determination as well as my expertise will help Toshiba grow further and extend its market leading position in this key market.”

Reda’s time at HP included responsibility for the firm’s Saudi volume and value channels in addition to heading the vendor’s printing division.

That role involved setting up and executing marketing and sales initiatives in the retail and corporate market segments.

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