Asbis ramps up partner efforts in UAE channel

Distributor moves to develop the system builder and services channel

Tags: ASBIS GroupASBIS Middle EastAsbis Middle East FZCO
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Asbis ramps up partner efforts in UAE channel This initiative will help resellers in the UAE to realise their full potential in the local market, says Tantawi.
By  Manda Banda Published  August 4, 2011

Components solutions and notebook distributor Asbis Middle East, has announced that it is stepping up efforts to support the development of the UAE channel in all the Emirates in the country.

Under the initiative, Asbis is aiming to recruit, train and develop partners in each major town in the UAE starting with the capital Abu Dhabi before extending the plan to towns in other Northern Emirates.

The move is part of Asbis' planned expansion of its reseller network in the UAE. The distributor is hoping to have a network of 100 active partners comprising system builders and service dealers selling and supporting its solutions countrywide.

Hesham Tantawi, vice president, Asbis Middle East, Turkey and Africa (META), said the company has decided to embark on this initiative as a way of helping resellers focusing in the system builder and services space in the UAE to fulfil their full potential in the local market.

Tantawi said the initiative is also a way of assisting partners to mitigate the tough market conditions that have led to some companies exiting from the UAE channel over the last couple of months.

He said the initiative has kicked-off well in Abu Dhabi and Al Ain region where the company currently has 30 partners and is hoping to have 45 partners by year end. "We are engaging with partners in the system builder space, as well as those dealers interested in becoming ‘break and fix' service partners," he said.

Tantawi said Asbis has been compelled to get involved in assisting partners to cultivate in-country business opportunities because of lack of interest by most UAE-based resellers to fully develop and grow their customer base here. "A lot of resellers in the UAE are looking for the easy way out and the export market seems to be that short-term solution for many," he noted.

He said that through this initiative, Asbis is also encouraging local resellers to emulate what their Saudi Arabia-based counterparts are doing to develop and grow their in-country business. "We rarely hear of any bankruptcy or liquidity challenges in the KSA channel," he observed. He explained that because resellers in the KSA have invested in developing the local market there, most of their businesses are solid. "We are drawing on those experiences in the KSA to help drive growth, maturity and competency in the UAE channel. This initiative will help us to forge stronger ties with partners in the country going forward." he said.

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