EC eyes key verticals

Emirates Computers has used GITEX Technology Week to reveal details of a secret plan it has been working on to establish a number of vertical business units inside its organisation.

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By  Administrator Published  September 8, 2007

Emirates Computers has used GITEX Technology Week to reveal details of a secret plan it has been working on to establish a number of vertical business units inside its organisation. The move marks a major shift in the company's strategy and is designed to help it take advantage of changes in end-user buying behaviour.

"We have spent the past six months quietly building a vertical focus and are confident that we now have at least five out of eight units ready with solutions and the right level of support," discloses Hani Harik, president and CEO at Abu Dhabi-based Emirates Computers.

The company now has dedicated business units catering to hospitality and retail, education, construction, government and military, oil and gas, financial markets and manufacturing. It is also in the process of setting up a unit to address the healthcare sector and envisages a similar situation for other verticals such as transportation further down the line.

"We have changed our go to market strategy radically; this represents a real paradigm shift," asserts Harik. "We have been in the business for 30 years, but this is the first year that Emirates Computers is doing what only multinationals in much bigger markets have done. You can compare this model to IBM in the States or the whole of Europe. Our entire company is being mobilised to work on a vertical basis."

The move is expected to allow the company to better address the unique technology demands of different vertical end-user segments and comes as it pushes ahead with plans to launch operations in Saudi Arabia. The company intends to open offices in Riyadh, Damman and Khobar over the coming weeks after forming a venture with local firm Al Esayi to create an entity branded e2.

Harik says his company will be able to call upon a Saudi workforce of 70 while agreements with vendors such as Dell, Cisco, Gemalto, EMC, Microsoft and Oracle have already been inked. "We have US$27m worth of Saudi systems integration projects in the funnel to be closed before the end of December and we expect to do US$68m to US$95m dollars of trading in our first year of operation."

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