Evolving to stay relevant

Mahmoud Shikh, CEO, at Saudi Arabia-based IT distributor BDL Global, talks about business in 2018 and how the company is innovating to remain pertinent to channel partners it serves in the Kingdom.

Tags: BDL Company Gulf (www.bdlgroup.com)BDL GulfBDL Gulf FZCO
  • E-Mail
Evolving to stay relevant Shikh says 2018 has been the most challenging year in the history of BDL Global.
By  Manda Banda Published  August 15, 2018

Talk us through your company’s operation and what business strategy you have adopted for the KSA market in 2018?

MAHMOUD SHIKH: BDL Global is implementing an easy business strategy to make coherent its operations by viewing each one as part of a strategic framework. BDL strategic framework is a hierarchy, where at the top sits the company’s overall business strategy. Our business objective is to earn, sustain, and grow profits. BDL Global competes in the KSA channel market by differentiating itself from the competition, defining its market and creating client demand.

How has business been for BDL Global in 2018 in KSA?

MS: 2018 has been the most challenging year in the history of BDL Global’s business as the market demand has dropped. However, our sales and marketing teams have already develop a recovery plan for the rest of the year.

What has been BDL Global’s focus this year?

MS: As technology continues to expand, evolve and disrupt industries, BDL Global has decided to rely more and more on SMEs with the aim of wanting to educate, guide and advise them on what’s happening in this sector. BDL will continue to put SMEs in a position to open doors and grow the business.

Your have been ramping up vendor partnerships. What vendor alliances has BDL Global signed recently?

MS: BDL has a long lasting relationship with its technology partner HP Inc and HPE. However, we are in the process of signing Fujitsu and ASUS to have more veracity products and solutions in our portfolio in order to fulfil most of our channel clients’ needs.

Is BDL Global planning to attend GITEX 2018? If so, how will this benefit channel partners?

MS: Yes indeed as we will have the chance to meet with our partners to discuss the new line of products, plan for the upcoming year and keep up to date engagement with our clients. Moreover we want to utilise GITEX Technology Week to acquire new accounts, develop and retain these accounts.

The hardware distribution business has been challenged with margins being eroded. How is BDL Global managing to grow its business in such tough market conditions?

MS: As mentioned earlier, we are capitalising on our framework strategy when it comes to margins and profitability. We count on our retention with loyal clients with whom BDL always brings more values to by providing state of the art products and solutions rather than competing on price only. This has been a key success factor working very close with our channel partners to create in a win-win scenario.

What would you say is the most pressing channel issue at present in the Saudi Arabia channel?

MS: Like any other businesses profitability and sustainability are some of the most pressing issues affecting the wellbeing of the channel. Channel partners have continued to keep an eye on the market demand and the buying power as most them witnessed business slowing down in Q1 2018.

Brief explain your GCC expansion strategy. Where else other than Saudi Arabia do you have operations?

MS: BDL Global’s future expansion will cover Dubai, Kuwait and Oman.

The regional channel has been impacted by the credit crunch. How is BDL Global helping its channel partners to overcome challenges related to credit facilities that distributors offer?

MS: Just like any aspect of sales, partner channels need to be continually evaluated to make sure they have reached their goals. As such, organisations need detailed data delivered in a user-friendly format to pinpoint weaknesses within the sales, marketing or customer support chains.

What core vertical markets is BDL Global helping channel partners to target with the range of products, solutions and services you offering in the Saudi Arabia channel?

MS: As stated earlier proximity to the SME segment is our mean focus vertical as they represent the majority of verticals in Saudi Arabia and the broader GCC.

What channel programmes are you pushing in the market this year and the first half of 2019?

MS: Partner programmes are essential for ensuring vendor and channel partner relationships are thriving and sales are growing. We are at the moment planning to establish an enablement programme. The idea is to have a very focused enablement programme that ensures that partners are well supported to get to a place where we can really innovate together and they can have some competitive advantage when they invest in the scheme.

What will drive your business growth in the year ahead and in 2019?

MS: “One team one Target” is BDL Global’s slogan. This tell the market and most importantly the channel partners we do business with how much we believe in our framework strategy, which we will continue to rollout for the coming year along with our partners’ commitment to the market.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code