Software distie to front 3i Infotech's SMB push

Gridz appointed as master distributor for 3i Infotech for the Middle East

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By  Andrew Seymour Published  June 12, 2008

Business solutions firm Gridz is set to spearhead 3i Infotech's assault on the SMB sector after being named as the ERP vendor's master distributor for the Middle East.

Gridz, which was formed almost two years ago with the aim of helping software vendors better position themselves with the channel, will focus on distributing 3i's Orion Advantage and Orion Lite ERP solutions to resellers and integrators in the Gulf, Levant and North Africa.

Although 3i has enjoyed a string of successes in the Middle East enterprise space during recent years, it has struggled to penetrate the notoriously hard-to-reach SMB market. It is hoping the appointment of Gridz will revitalise its prospects by working with partners to grow licence sales and ensure dedicated support and implementation advice.

"Today's complex global business environment requires a professional consulting partner with the expertise, knowledge and innovative thinking that will enable organisations to achieve their performance objectives and sustain business value - we have identified Gridz as such a partner," said Pankaj Chawla, COO at 3i Infotech.

Gridz's 25 sales staff and consultants have a comprehensive understanding of 3i's offering, while the company is headed by Babak Kobari who previously worked for the software vendor's Middle East operation in an end-user focused role.

The two parties intend to conduct market pull and lead generation exercises to stimulate demand, but insist that all fulfilment and transactional activities will be solely undertaken by the channel. "The combination of 3i Infotech's product excellence, Gridz's business solutions expertise and its channel partners will create a powerful proposition for SMBs," said Adnan Al Falah, chairman and founder of Gridz.

Gridz is confident that 3i will be the first of several software vendors that it engages with as it looks to scale the business. "What we are doing is creating a channel model for the software business and the idea is to attract software vendors who are partner centric," explained Al Falah. "Gridz is completely focused on software, but we are looking at it from a business solutions perspective."

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