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EMC adds Emirates Computers for midmarket

Storage giant EMC has signed a partnership with Emirates Computers as it looks to crack the lucrative midmarket in the Middle East. Under the terms of the deal, Emirates Computers will resell EMC Clariion and EMC Symmetrix networked storage systems.

Storage giant EMC has signed a partnerhsip with Emirates Computers as it looks to crack the lucrative midmarket in the Middle East. Under the terms of the deal, Emirates Computers will resell EMC Clariion and EMC Symmetrix networked storage systems.

“One of the last things that the staff of a growing medium-sized business wants to worry about is data management, yet this same issue tops the priority list of many IT managers,” said Mohammed Amin, general manager at EMC Middle East.

“EMC’s goal in engaging with Emirates Computers is to keep storage simple by delivering for the midmarket the same level of performance and reliability that EMC products give to the Middle East’s larger businesses,” he added.

Emirates Computers, which sell a range of IT products and related services, is expected to focus on government, energy, telecoms and private sector clients, providing implementation services and support for the EMC solutions it sells. The agreement with EMC complements Emirates Computers’ existing partnership with Dell, which operates as a contract manufacturer for many of EMC’s midmarket offerings.

“EMC is unquestionably the market leader in information management and storage, and after more than a decade in the region’s technology sector, we know that storage and managing growing amounts of data are causing major challenges for businesses around the region,” said Haytham Kamel, Emirates Computers’ VP and general manager, Dubai and Northern Emirates.

“Given that the largest market potential is currently in the mid-tier, we are engaging with EMC to serve not only our existing clients, but the hundreds of medium-sized businesses that need an affordable and effective data management strategy,” he added.

EMC and Emirates Computers plan to work together during 2006 to boost awareness in the UAE midmarket customer base about the importance of information lifecycle management.

Signing up Emirates Computers is just the first step on a long channel path for EMC if it is serious about cracking the midmarket in this region. To date, EMC has been content focusing its efforts on the largest enterprises in the region and working through a low number of partners.

However, targeting the midmarket (and even the SMB space) has now become a strategic focus for EMC at a global level. To truly crack the midmarket in the Middle East, EMC will require even more partners focused on this area — especially in countries outside the UAE.

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