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Almasa marches on

IT distributor Almasa started GITEX off with a bang yesterday by outlining plans to launch fully-fledged subsidiaries in Saudi Arabia and Egypt.

IT distributor Almasa started GITEX off with a bang yesterday by outlining plans to launch fully-fledged subsidiaries in Saudi Arabia and Egypt . Company veteran Abdul Rahman Safadi has been promoted to regional director to lead the expansion and will work closely with Almasa’s senior management team over the coming months to ensure the project goes to plan.

Frank Sheu, CEO at Almasa, claims the launch of local offices will allow the company to strengthen the level of services it provides to resellers throughout Egypt and Saudi. “We already have in-country sales people in these two markets, but our strategy is to set up full logistics, accounts and call centre facilities so that we can go deeper with our day-to-day sales operations,” he explains.

Almasa also plans to establish satellite warehouses in Cairo and Riyadh to supplement the state-of-the-art facility it already has in Jebel Ali. Sheu is confident that this move will pave the way for the Dubai-based distributor to demonstrate the complete breadth of its portfolio.

“We are particularly keen to expand our value business in areas such as network infrastructure and enterprise solutions, and that will definitely be the case with the Saudi business,” he says. “In Egypt , volume still tends to overtake value though so the whitebox market is huge. It is very important for us to get downstream reach into the final-tier reseller market and that will be the focus for us.”

Sheu anticipates a busy week ahead at GITEX as Almasa meets up with resellers and partners from around the region. “There are so many growth areas to tap in the Middle East and the message we want to get across is that we are driving a very customised business model. We are able to customise our customers’ credit lines and leverage our supply chain performance so that there is no need for resellers to hold any stock.”

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