CA set for Moroccan launch
CA will continue its pursuit of more coverage in the Middle East and Africa region when it opens a new operation in Morocco next week. The Casablanca-based office will also be used to serve Tunisia and Algeria in addition to lending support to CA’s business in several West African markets.
CA will continue its pursuit of more coverage in the Middle East and Africa region when it opens a new operation in Morocco next week. The Casablanca-based office is also set to be used to serve Tunisia and Algeria in addition to lending support to CA’s business in several West African markets.
As well as increasing its visibility throughout North Africa, the launch of a dedicated Moroccan facility will be highly significant for the fact that it will fall under the control of CEE and Middle East boss Gilbert Lacroix and his regional team.
CA had previously been serving these markets from France – where its go-to-market model is principally direct – but believes they need to be grouped with other emerging market in order to foster a stronger partner-led approach.
Speaking exclusively to Channel Middle East, Lacroix confirmed that the office would initially be staffed by three people. “One key point is that the local business language is French so we need to be ready for that, but because of the 24-hour support centre we have in Lebanon we already have a number of French-speaking people in both sales and technical pre-sales and after sales roles,” he said.
Lacroix claims the need to be able to provide support to partners in French will still see it call on its Gallic subsidiary for assistance, however. “The good thing is we still have access to support from France,” he explained. Everything has to be in French and that is why we will continue to work closely with our colleagues in France because there is a question of economy of scale. If they develop marketing leaflets and websites then we will look to link that to us in order to benefit from their own investment and experience.”
Given that the management software vendor operates a predominantly direct strategy in most European markets, Lacroix admits it no longer made sense for the North African markets to be serviced by a single account manager in Paris, which had been the case up until now.
He said: “In the mature European markets our model is a direct one, but we started later in the emerging markets so the model is indirect. It is therefore easier for us to support that model in countries like Morocco, Tunisia and Algeria because we know it very well. Another factor is that North Africa is an Arab area and we are developing a lot of things in Arabic that we can also use that for that market. We’ll be offering both French and Arabic languages in North Africa.”
He continued: “We have already have some partners in Morocco, and we are just starting to appoint partners in Algeria and Tunisia. We also have two or three partners in Western Africa — in countries such as Burkina Faso and Senegal.”
Meanwhile, CA also announced a series of enhancements to its Enterprise Solution Provider programme earlier this week, including a deal registration scheme to enable Middle East partners to protect deals and secure rebates from CA. The programme — which was specifically designed for this region by CA’s Middle East channel team — also offers enterprise partners access to a business development fund and a marketing centre to faciltate joint brand promotion with CA.