Avaya names channel boss in latest KSA shakeup

Hussam Sidani will take on the challenge of developing and executing Avaya’s channel strategies in the Kingdom

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By  Julian Pletts Published  March 26, 2009

Avaya, the business communications systems vendor, has lined up a new channel manager for Saudi Arabia.

Hussam Sidani, who previously worked as territory manager for 3Com in Saudi Arabia and has almost a decades, experience in the networking and telecommunications industry, will take on the challenge of developing and executing Avaya’s channel strategies in the Kingdom with the aim of driving growth and capturing market share.

The new channel manager for Saudi has already immersed himself in Avaya’s plans to expand its partner-base in the Kingdom.

“As part of a global initiative to increase investment for the development of our channel ecosystem, we have started aggressive partner recruitment and on-boarding activities in the Kingdom,” explained Sidani. “Avaya is keen to find partners that bring local expertise to the table and are willing to invest with us for a long term relationship.”

He also intimates the type of partners the vendor needs to fill the gaps in its KSA coverage and the level at which they should be operating in the market.

“In line with our vision to be leading providers of enterprise communications in the kingdom, we will focus on attracting the best partners, developing their skills and making sure they attain the highest levels of certifications,” added Sidani. “This will enable us to deliver on our commitments and protect customers who invest in technology that will enhance efficiency and add value to businesses.”

The vendor also recently named Aptec as its distributor in Saudi Arabia, a move which indicated the attention it is now paying the territory. In addition to this, in February the firm promoted Fadi Hani, its sales director for its MENA contact centre business to general manager for Saudi Arabia.

Roger El-Tawil, channel and marketing director for Avaya in MENA and Turkey, is confident in the new Saudi channel manager’s ability to further Avaya’s partner aims in the country and says the Sidani is well versed in the vendor’s channel strategy.

“Sidani has an excellent grasp of Avaya’s channel-centric strategy and we trust he will ensure implementation effectively, as we aim for a standard global channel organisation to increase sales through the channels,” said El-Tawil.

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