Asbis Middle East FZCO

Vice-President MEA: Hesham Tantawi

Tags: Asbis Middle East FZCOChannel Middle East Power List 2010United Arab Emirates
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Asbis Middle East FZCO Vice-President MEA: Hesham Tantawi
By  Jonas Published  March 28, 2010 Channel Middle East Logo

Contact: +971 4 886 3850
Headcount: 90
Active Accounts: 900
Regional Offices: Algeria, Egypt, Morocco, Saudi Arabia, Tunisia, UAE
Key Brands: AMD, Dell, ECS, Hitachi, Intel, Lenovo, Sapphire, Seagate, Sony Optiarc, Toshiba, VTX3D
Ownership: Asbis Middle East is a subsidiary of Asbis Enterprises Plc, which is listed on the Warsaw Stock Exchange
2009 Sales: US$206m
2008 Sales: US$169m (Verified)

What measures have you taken to ensure your company remains competitive?

We have been enlarging our product portfolio to fill the gaps because historically we came from the components side. We have jumped on the mobility and notebook business and we have been successful at getting some franchises in Saudi Arabia and other countries. I think that we will start with Dell in the UAE this quarter as well. Another step we took last year was to build ourselves and the staff up to move towards software distribution. We have already signed with Symantec for retail products in Egypt and North Africa. We also expanded our reach into retail, signing with most of the retailers from the region.

What are your main strategic plans when it comes to developing the business in 2010?

The main priorities are to continue to increase both the number of active customers and our portfolio. We aim to have more involvement in software and solutions because we need to be a one-stop shop for retailers and IT solution providers. Geographically, we are going to continue improving the Saudi operations. We are one of the few distributors right now that owns three offices in Saudi - Jeddah, Khobar and Riyadh - with logistics. We also plan to reconsider opening our office in Qatar once again. A distributor has to be a service company. It has to enhance its logistics capabilities and product lines in addition to working hand-in-hand with partners to ensure profitability.

Company focus

The once components-only distribution house continues to prosper in the Middle East and North Africa, broadening its customer base to include a significant number of major power retailers and strengthening its in-country coverage outside of the UAE. With its own Canyon and Prestigio products adding another string to its bow, Asbis’ aspirations to become a single source of IT goods for resellers are nearer to becoming realised with each quarter that passes.

Channel Middle East Verdict

Asbis’ MEA business was a shining light for the group’s operations as the Russian and Eastern European markets faltered last year. The distributor’s efforts to diversify from components by partnering with vendors such as Toshiba, Lenovo and Dell have undoubtedly provided protection from the downturn in local components sales. Although Asbis saw the rate of its growth slow down in the Middle East, we wouldn’t bet against it exceeding the US$200m mark by the time next year’s Power List is published.

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