Aptec granted Dell distribution rights

Agreement covers Dell PowerEdge servers, Latitude E-Family laptops and OptiPlex desktops, as well as its complete range of commercial Client and Enterprise equipment

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By  Andrew Seymour Published  September 23, 2008

Dell has deepened its engagement with the Middle East distribution channel by awarding Aptec the rights to distribute its enterprise products in a number of markets.

The agreement covers Dell’s PowerEdge servers, Latitude E-Family laptops and OptiPlex desktops, as well as its complete range of commercial Client and Enterprise equipment. Aptec is authorised to distribute the hardware in Jordan, Yemen, Iraq and all of the GCC countries except Saudi Arabia.

Earlier this year Dell Middle East broke from its policy of working largely with first-tier partners by hiring Asbis to develop an SMB channel for its Vostro line-up. The tie-up with Aptec is motivated by the same agenda.

“Through this partnership, Dell Middle East will work with Aptec's regional reseller network to enhance engagement with the small and medium businesses in the region,” said Michael Collins, general manager at Dell Middle East. “This alliance comes at an exciting time for us, coinciding with the recent launch of the new Latitude E-Family laptops, and the next phase of the roll-out of our reseller partner community programme.”

The partnership is a boost for Aptec given recent changes in its relationship with Dell’s rival vendor HP. Following a recent revision of its distribution model in the region, Aptec’s focus on HP has narrowed to enterprise storage products.

Aptec insists it will make “appropriate investments” to ensure the relationship with Dell runs smoothly and has vowed to maintain an inventory of Dell products, including enterprise kit which is in continuous demand by the reseller channel.

"This is an important addition to our portfolio of products and is in line with our aim to provide our channel partners with a choice of leading-edge technology," claimed Bahaa Salah, managing director at Aptec Distribution. "We are putting the right resources in place and have a clear roadmap towards adding value to Dell's presence in the region."

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