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Azlan roars into life

Tech Data has confirmed the launch of its value-added distribution business Azlan in the Middle East. The new business unit, which will initially focus on products and solutions from HP, IBM, Oracle, Cisco, APC and Computer Associates, could contribute as much as 15% of the distributor’s regional sales, according to Adnan Al Falah, managing director at Tech Data Middle East.

Tech Data has confirmed the launch of its value-added distribution business Azlan in the Middle East. The new business unit, which will initially focus on products and solutions from HP, IBM, Oracle, Cisco, APC and Computer Associates, could contribute as much as 15% of the distributor’s regional sales, according to Adnan Al Falah, managing director at Tech Data Middle East.

Azlan will look to build a new enterprise sales channel for networking, servers, storage and enterprise software and business services in the Middle East. Azlan is already a market leader in Europe with a strong reputation in the midrange systems and enterprise networking business.

“We have the largest portfolio of blue chip vendors in the region and we understand clearly the difference between volume and value models of distribution,” said Al Falah. “With Azlan, our endeavour will be to provide our resellers genuine value added services and sophisticated solutions offerings in the enterprise technology space.”

“The launch of Azlan in the Middle East adds an exciting dimension to our 10-year long partnership with Tech Data. We are very confident that this collaboration with Azlan in the middleware and enterprise space will help us to not just tap into, but also create a host of new market opportunities in the region,” added Hussam Dajani, VP at Oracle.

Andy Gass, senior VP at Azlan, commented, “Our vision is to firmly establish Azlan as the best and the largest value-added distribution business across EMEA. Server and storage consolidation along with network convergence are very high on the agenda in most organisations and Azlan gives systems integrators and VARs everything they need to tap into the immense opportunities the growth of this regional market presents.”

Azlan’s Middle East operation plans to create proactive initiatives that will support the entire range of resellers in the market — especially those that want to expand into the enterprise technology space.

Azlan has become the largest Cisco distributor in EMEA and produces annual sales across its entire product portfolio of approximately US$1.8 billion a year. To support the regional channel, Tech Data has injected an extra US$4m of credit into the market, focused on corporate resellers with the ability to deliver enterprise solutions. Quentin Cornelius has taken on the role of enterprise director at Azlan Middle East.

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