Who’s distributing what, and where?

We’re currently compiling our guide to the A to Z of Authorised Distribution in the Middle East for resellers based in the region — and if you’re a vendor then it’s in your interests to be part of it.

Tags: Economic crisisHewlett-Packard CompanyITP Publishing GroupLogicom DubaiMetra Computer GroupUnited Arab Emirates
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By  Andrew Seymour Published  August 30, 2009

We're currently compiling our guide to the A to Z of Authorised Distribution in the Middle East for resellers based in the region - and if you're a vendor then it's in your interests to be part of it.

Keeping track of who's working with who can be a difficult task in the Middle East, where the volume of distribution partnerships being formed is arguably higher than any other region of the world.

The intricacies of conducting business inside the various markets that comprise the region, coupled with the existence of an all-encompassing second-tier dealer channel, means few vendors can contemplate success in the Middle East without working with at least one distribution house.

Whether it is new brands taking their first steps in the Middle East or relatively young players enlarging their supply chains, each week seems to bring a new channel partnership that potentially changes the dynamics of the market place.

On top of all that, established vendors with years of regional experience continue to reassess their strategies in a bid to find the model that will deliver the strongest results. Just look at HP, which has struck significant agreements with Logicom and Metra inside the past few months.

Rather than forcing vendors to maintain the status quo, the financial crisis appears to have inspired them to give their channel models a makeover. Some are consolidating the business into fewer hands; others are signing additional partners to plug holes in their coverage.

And it's not all one-way traffic either. While vendors are paying greater attention to who they work with, distributors are being equally selective too. The appetite of distributors to add new and profitable brands to their portfolios - and dump those they no longer perceive to offer value - means that the vendor-distribution landscape is markedly different from this time a year ago.

With so much change taking place you can see why resellers have their work cut out trying to establish which distributors are authorised to carry the products of which vendors.

And that's where our A to Z of Authorised Distribution in the Middle East comes into play.

The 2009 edition of the A to Z, which will accompany next month's issue of Channel Middle East, will make it easy for the channel to identify the distributors that are authorised to sell, service and support a whole range of hardware and software vendors in the Middle East.

The names and contact details of each official distributor by country will be listed alongside each vendor - making it the ultimate reference point for resellers that need to know who's distributing what, as well as an up-to-date guide for anybody that is interested in understanding the major channel partnerships in the region.

This year, the A to Z will be expanded to include distributors from Egypt and the Levant in addition to the Gulf countries.

If you're an IT vendor with distribution partners in the Middle East then guaranteeing your listing in the A to Z of Authorised Distribution couldn't be easier.

Simply drop me an e-mail at andrew.seymour@itp.com or contact +971 (0)4 210 8320 to receive an official A-Z listing sheet so that you can submit your details and help the channel understand which distributors are authorised to carry your products.

Feeling confident about the channel's fortunes?

Don't forget to take our 2009 Channel Confidence Survey, which is now online and ready for you to complete.

The survey contains just 12 questions that are designed to get your thoughts on the future health of the channel and your business priorities during the current climate.

We'll be publishing the results of the survey in our forthcoming bumper GITEX issue, giving you a chance to see how your view of the channel's health compares with the sentiment of the market in general.

Take the Channel Confidence Survey now by clicking on: www.itp.net/events/channelsurvey2009

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