Xerox Emirates calls on old friend for first channel foray

Xerox Emirates has licensed Xeratec Document Solutions as its first partner in the UAE

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By  Andrew Seymour Published  June 11, 2009

Xerox Emirates has licensed Xeratec Document Solutions as its first partner in the UAE, marking a shift in its go-to-market model that is likely to see the company edge closer to the channel in future.

Xeratec was formed by Alex Marr, a 13-year Xerox veteran who has spent the last five years working as a director for the document management vendor’s Office Group in the region.

The tie-up will see Xeratek provide a wide range of printing products, standalone copiers and networked multi-function devices, in addition to the complete portfolio of Xerox supplies.

“Xeratec today offers one of the most comprehensive ranges of Xerox products and consumables, and together with Xerox Emirates our aim is to address the complex IT business challenges of our customers,” said Marr. “Our go-to-market strategies are jointly developed to help drive revenue and enhance customer successes and experience.”

Xerox Emirates, which is a joint venture between the Al Otaiba Group and Xerox Limited, regards the partnership as a major milestone in its business.

“This is our first foray into the indirect channel marketing model and we are glad to have partnered with Xeratek in the UAE,” said Andrew Hurt, general manager at Xerox Emirates. “This is a strategic alliance which will help us expand our reach into the market with the wide range of products and solutions by Xerox. We are relying on Xeratek to address the needs of all small and midmarket businesses in the UAE.”

Hurt says the vendor intends to use the partnership as a launch pad for strengthening tactical partnerships with local businesses, as well as exploring new “strategic alliances” to cater to other specific products and solutions.

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