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Aptec picks up regional rights for Sun software

Regional distributor Aptec has signed an agreement with Sun Microsystems to sell the vendor’s full range of software in the Middle East.

Regional distributor Aptec has signed an agreement with Sun Microsystems to sell the vendor’s full range of software in the Middle East. The deal marks the first time that Sun has appointed a distributor in the Middle East to promote and market its software range.

Jamie Bliss, software solutions sales manager Southern and Eastern Europe, Middle East and Africa, said: “This is the first time that Sun has assigned a distributor to promote and market its software for the Middle East region. Using the new Aptec Distribution structure and approach we believe it will greatly enhance our enterprise offering to the market.”

“This combined with the appointment of key channel partners will provide us with the breadth and depth of coverage that is synonymous with the Sun Microsystems name,” he added.

Sun has a wide range of software solutions in its portfolio including its Java System Suites, Java Enterprise System and SeeBeyond. Aptec now plans to establish a dedicated enterprise sales team that will proactively promote Sun software products through the channel and provide a range of pre and post-sales support services.

Sun also plans to name a select number of channel resellers capable of taking its software portfolio to market in the Middle East. With Aptec also playing a role in this selection process, both companies have made it clear that they will be looking for dedicated partners prepared to commit to and invest in the development of their enterprise software business.

Bahaa Salah, general manager at Aptec Distribution and sales director at Aptec Group, said: “We are pleased to be working with Sun as their approach to market, in terms of their software products, fits in perfectly with our own recently announced value added services (VAS) proposition. That is where, working with our sister company Advanced Technology Services (ATS), we plan to offer more value add to the channel in terms of services. We are convinced that the combined strategies are a market winner and are very excited as to the whole opportunity.”

Bruno Haubertin, Sun partner and alliances sales organisation (PASO) manager, commented: “We are increasingly working toward better coverage of the region with our partners, both in terms of geography as well as products coverage. Software is one of the key product segment at Sun Microsystems and we definitively required a better partner’s coverage to develop the Java brand name.”

“Aptec came as an obvious choice based upon their history of success, breadth of channel reach and regional expertise. I am convinced, looking at the go-to-market plan, that Sun will soon start to be recognised in the Middle East and North Africa as a key software player, like in the rest of the world,” he concluded.

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