Aptec named first Microsoft value distributor for ME

New relationship will see distributor focus on selling vendor's emerging technologies range to SMBs

Tags: Aptec DistributionMicrosoft GulfUnited Arab Emirates
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Aptec named first Microsoft value distributor for ME Ali Baghdadi says Aptec has increased its value-added resources in the Middle East. (ITP Images)
By  Andrew Seymour Published  December 14, 2010

In what marks an initiative to get some of its newer technologies into the SMB market, Microsoft Gulf has named Aptec Distribution as its first ‘value add distributor' in the region.

The partnership will focus on the latest Microsoft products around virtualisation, unified communications and security. According to the software vendor, the value added distribution role is unique within its business model as it centres on increasing adoption and market development of speciality solutions.

Aptec will be tasked with providing products, training and incentives for a solutions-oriented base, as well driving channel recruitment activities.

The tie-up builds on the existing regional distribution agreement that Aptec has with Microsoft for volume licences, full packaged products and OEM licences.

Ali Baghdadi, CEO of Aptec Distribution, sees the deal as an important step for its operations in the Middle East.

"Our confidence in this partnership has led to significant investments in resources and complementary services which will propel the business opportunities for our channel partners and create exciting efficiencies for end-users across the region," he said.

Aptec, which generates revenues in excess of US$300m a year, has consciously been ramping up its value-add portfolio in recent times. Microsoft says the appointment recognises this gravitation towards the solutions domain.

"We are delighted to welcome on board Aptec Distribution as the first VAD in the Middle East," said Wolfgang Ebermann, VP SMS&P EMEA at Microsoft. "From our perspective, we are confident of their capabilities and we believe they can do a great job to represent our technology and create a centre of excellence to work with the channel to more effectively sell, deploy, support and maintain Microsoft solutions."

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