Get to know: Sandy Audi
Sandy Audi, Channel Manager, Emerging Markets, Dell
If you want to be successful you have to become significant. To be significant is to be able to make a difference.
What’s your career history to date? How did you end up working in Dubai?
I have been living in Dubai for 27 years so it was natural for me to build my career in the country I grew up in. I graduated in computer science and immediately joined a leading multinational firm in the IT industry in Dubai. I have been always involved in the channel segment with roles in sales, project management, operations, partner programmes and strategy.
If you could improve one thing about the channel business what would it be?
The environment we operate in the region is very dynamic, constantly changing and very competitive so we should always challenge the status quo and continuously improve all aspects of the regional channel business.
What do you dislike most about working in the Middle East IT market?
There is nothing I dislike about the regional channel landscape. The IT industry itself is dynamic, fast-paced and has consistently developed over the years.
What product or technology should the channel be watching next year?
While there are several technologies in the market, I would like to urge reseller partners to watch out for the Internet of Things (IoT) and the potential opportunities that are emerging in this segment.
What is your proudest career achievement to date?
A few years ago, I led a very strategic and transformational project for Dell across 102 countries and today this initiative has evolved to become a key element in our global strategy and a core tenant in our everyday business.
What is the biggest challenge facing the Middle East IT channel at the moment?
I would say the challenge is maintaining both profitability and growth amidst the political instability in some countries across the Middle East and North Africa.
What is the best piece of advice you have been given?
If you want to be successful you have to become significant. To be significant is to be able to make a difference and to have a strong, positive impact on businesses and people’s lives.
Which IT company, other than your own, do you most admire and why?
I admire Microsoft because of the influence the company has on the IT industry and the consistent channel model and strategy it has developed over the many years.
What is the biggest mistake you have ever made since working in the IT industry?
It was more to do with uncertainty at the early stages of my career in the IT sector.
What is your favourite thing about the company that you work for?
Dell provides a great platform for innovation and creativity but what’s remarkable in this environment is the speed by which an idea moves from inception to execution.
What sort of interests do you have outside of work?
I am passionate about travelling and exploring the world. I love to experience new cultures, music, languages and of course food.