All Systems go

Enterprise Systems keen to leverage Huawei’s growth momentum

Tags: Enterprise Systems (www.esystems.com/)United Arab Emirates
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All Systems go Parsafar says Enterprise Systems is trying to bridge the cultural and the technological gap in the market.
By  David Ndichu Published  March 27, 2016

Enterprise Systems is keyed into Huawei’s growth strategy.

As the networking giant accelerates its growth in the enterprise market in the region, Enterprise Systems, one of the leading Huawei partners in the region, is key in delivering the strategy and message of Huawei in the marketplace, says Pouya Parsafar, Managing Director. “We also require the tiers two, three and four partners to be aligned with this strategy because that’s how we will achieve scalability,” Parsafar says.  

Enterprise Systems was formed to deliver this very message for Huawei, Parsafar says. “We focus on the professional services element as that’s the key ingredient for the tier two partners to position the product within their customer base. They have to feel confident that there is a local delivery, training and support arm for them,” he adds.

Enterprise Systems endeavours to delivers comprehensive support for partners, from PoCs, site surveys, technical evaluation, and delivery of projects on behalf of and for the Tier II partners. Additionally, the distributor will offer second and third-line support for partners and even first-line support if and when Tier II partners require, explains Parsafar.

Keeping its own staff well qualified is a major part of Enterprise Systems market strategy.  Parsafar explains the company’s staff are in possession of over 40 certifications with Huawei. This include a number of HCIEs, Huawei’s expert certifications.

Huawei’s product strength is built on its R&D capabilities, Parsafar notes, with 10% of the company’ global revenue going to R&D. Further, the company continues to evolve with the latest trends and technologies. “Today, Huawei’s IP, IT and UC product ranges are some of the highest quality products I have seen in the market. We are delivering millions of dollars’ worth of equipment in the region with returns because of failure almost negligible. That shows the level of quality that Huawei products deliver,’ he says.  

The vast product portfolio also helps Huawei. The product range can satisfy almost all the networking requirements of any enterprise, from a government agency, to education, healthcare, hospitality, and oil & gas. “Huawei offers the right solution to each customer made of components from their wide portfolio. I don't think there's any vendor in the market who has similar breadth of product capabilities,” Parsafar says.

Indeed, segmentation has become a key differentiator for Huawei. Besides the channel and accounts divisions, Huawei has developed a team to cater for each vertical that is strong in the region such as retail, hospitality, healthcare, government or oil & gas. Within the vertical teams are individuals with commercial and strategic technical expertise who work with partners such as Enterprise Systems to deliver a solution to these specific verticals, Parsafar explains. “This specialisation has been welcomed by the market translating into great success for the brand and its partners,” he adds. In hospitality for instance, Huawei partners have won multiple major projects with leading hotel brands regionally.

Customer demands are more sophisticated than ever. Today, clients demand to future-proof their investment from a technology as well as from a commercial perspective, notes Parsafar. Commercially, if they invest any money in a solution, they want to ensure that the vendor they are investing in is going to be there for a very long time. That is certainly the case with Huawei, Parsafar says, based on the company’s strong foundation in the carrier and consumer businesses.

But customers also seek to secure the future of the technology they are buying today so it can be developed and upgraded into tomorrow’s technology. “Huawei is investing a lot into cloud and SDN and other current technology trends and solutions like IoT. They are ahead of the market place in terms of technology and patents, the result of their massive R&D and innovation centre at their headquarters and around the world,” Parsafar says.

Parsafar attributes Enterprise Systems success to transparency, towards both clients and the vendor partner, Huawei. “We are focused on the brand more than any other distributor in the region and that shows in the number of people we have allocated to Huawei and how we work with the brand. We focus on the technical delivery of the product to support the vendor with recruitment of partners through training and development. The relationships and partnerships we forge are very important because we are investing in these partners not just for today but also for the future,’ he adds.   

The market is recognising the efforts and success of Enterprise Systems.

Enterprise Systems is the recipient of multiple awards from Huawei and equally important, a number of key accolades from the market place from end users and from clients, Parsafar says.

This is but a reflection of the progress Enterprise Systems has made since inception. Over the last three years, the distributor has grown 100% in revenue and the same percentage in terms of personnel. “We started four years ago with two individuals and co-founders; today we have a 22 individuals dedicated for Huawei business. This is a huge investment that Enterprise Systems has made to secure business and prove our commitment not just to Huawei but also the market,” Parsafar says. “We are committed to increasing the number of staff working for Huawei in the near future beginning with the technical domain and the well as the commercial area as well,” he adds.

The staff members within Enterprise Systems form a multicultural unit, with more than 10 nationalities being represented within the whole team; the sales unit alone consists of six different nationalities, Parsafar explains. “This is important as we are trying to bridge the cultural and the technological gap in the market,” he asserts.

This diversity is reflected among partners who including some large SI’s recruited by Enterprise Systems into the Huawei channel programme. On the other end are small partners that are just starting to grow and have chosen the Huawei brand as the product to take to the market. “Our approach to our partners goes beyond the fulfilment part. We are in true partnership as we aim to go beyond the distributor model to assist them grow in the market.”

The vendor has also undertaken a major upgrade of its channel strategy over the last 12-18 months, Parsafar notes. Huawei has created a new channel team and that message is now being delivered in the market. “I feel that the market place is accepting of the new channel strategy that Huawei has delivered,” Parsafar says.

Beyond day-to-day business is a corporate philosophy of forging emotional connections with the brand and the world beyond. This multi-layered emotional connection creates a recipe for success by connecting to the culture of the vendor, in this case the Chinese culture, the culture of the UAE where the company is based and to the customer and their needs and requirements, Parsafar explains.

 

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