Aptec Holdings Limited

CEO & President: Ali Baghdadi

Tags: Aptec DistributionChannel Middle East Power List 2010EgyptLebanonUnited Arab Emirates
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Aptec Holdings Limited CEO & President: Ali Baghdadi
By  Jonas Published  March 28, 2010 Channel Middle East Logo

Contact: +971 4 369 7111
Website: www.aptecme.com
Headcount: 300
Active Accounts: 3,000
Regional Offices: Egypt, Kuwait, Lebanon, Pakistan, Saudi Arabia, UAE
Key Brands: 3Com, 3M, Acer, Adobe, APC, Avaya, Belkin, BenQ, BO, CA, Cisco, Dell, D-Link, Fujitsu, HP, IBM, ISS, Lexmark, McAfee, Microsoft, NetApp, Oracle, Sun, Symantec, VMware
Ownership: Privately-held Aptec Holdings is majority owned by DIFC Investments
2009 Sales:
US$336m
2008 Sales: US$306m (Verified)

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

Managing the cash was absolutely essential – it is an important issue particularly if you want to grow. Secondly, when it came to expenses, fortunately we managed to retain all our staff. We didn’t make any cuts, but we did introduce a number of measures including the expansion of our outsource centre in Cairo. That has taken some of the pressure off the more expensive recruits in the GCC countries.

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

Our key objective this year is to focus on the countries that have shown us growth in 2009 and that tends to be the GCC plus Egypt and Levant. We are watching the Turkish market closely to see how we can take advantage of that when it turns around and starts to pick up, not forgetting some of the new countries that we have entered like Pakistan, where the growth is potentially very high.

We are very fortunate to be in the middle of probably one of the highest growth regions in the world today, so in addition to that you’ll just see more efficiency and more automation from our side, as well as more investments in value added services. Some people regard the Middle East as high risk - we don’t. You just need to understand it. You can’t sit in Jebel Ali and think that you are doing the Middle East. You have got to go where the business is and be there through a physical presence.

Company focus

Aptec is one of the longest-serving distributors on the circuit and will celebrate its 30th anniversary this year. Reaching such a milestone is proof of the company’s ability to adapt to a rapidly-changing distribution market and reinforces its philosophy that you must be able to offer local sales and support to prevail in the Middle East. Aptec also owns Track Distribution, a supplier of Cisco and other enterprise kit, borne out of the acquisition of Tech Data Middle East three years ago.

Channel Middle East Verdict

It wasn’t long ago that Aptec was regarded as a broadline player but radical changes to its vendor portfolio and services infrastructure have seen it become firmly ensconced in the value space with brands such as Cisco, Oracle and APC. Expect its ongoing geographic expansion to be supported by moves to extend its infrastructure services for data centres this year. The company is also in talks with Microsoft to see how it can support the software vendor’s regional plans from a services perspective.

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