Iomega targets VARs as new sales boss takes helm

Sets new regional sales manager Cizar Nazeeh Abughazaleh the task of developing its go-to-market strategy in the Middle East

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By  Andrew Seymour Published  May 24, 2009

Storage vendor Iomega has set new regional sales manager Cizar Nazeeh Abughazaleh the task of developing its go-to-market strategy in the Middle East, with a particular focus on expanding the SMB channel.

Abughazaleh has a wealth of experience in the Middle East channel, having previously held roles at HP, Aptec Mobile and Plug-Ins Electronix. For the past year he has been heading Seagate’s partner activities in the UAE.

Jan Jensen, VP sales EMEA at Iomega, a subsidiary of EMC, said: “Cizar will oversee retail, but he also has b-to-b objectives to hit because we have a lot of products for small and medium-sized companies. He is now developing a channel strategy for the region and will need to implement our channel programme as well. We are evaluating how we provide the right support in each country will define that strategy over the coming months.”

Iomega currently distributes through Al-Jammaz, ITE, Empa and Active, and has set its sights on finding an in-country partner in Egypt. For the time being though, Jensen is keen to ensure the company is connecting with the reseller tier.

“We need a b-to-b VAR channel,” he said. “In the old days when Iomega was selling Zip drives they had a lot of systems integrators and VARs so there is a channel base out there that knows Iomega and we have got to reactivate that.”

Jensen insists the company has the portfolio to make strong in-roads into the SMB market after launching a string of NAS products in the past two months, providing a comfortable fit with the enterprise hardware sold by parent EMC.

“The idea is that Iomega is going to be the brand name for the consumer and small and medium sized business — so EMC is not going downwards, but actually we are moving upwards to EMC with our business model,” explained Jensen.

Meanwhile, Seagate is understood to have drawn up a shortlist of at least four candidates for the Dubai-based channel position formerly held by Abughazaleh. Regional channel chief Christian Assaf is currently looking after UAE partner duties until a permanent replacement is appointed.

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