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EMC partners to get local channel management

New regional channel managers part of EMC's plan to step up engagement in the region

Storage vendor EMC has revealed it is installing channel managers in multiple Middle East markets as it looks to step up its engagement with partners across the region.

The company intends to have a dedicated channel boss overseeing its partner activities in each market, freeing up current Middle East channel manager Samir Achour to handle strategic alliances and distribution accounts.

EMC expects the new structure to be ready within a couple of months and says that channel heads have so far been appointed in the UAE, Saudi Arabia and North Africa. “Most of them are in place already — I think we only have one left, which is in Egypt, and we will hire very soon,” explained Mohammed Amin, general manager at EMC Middle East and North Africa.

Although the storage appliances and software specialist manages key named enterprise customers diectly, all of its Middle East business is fulfilled through a network of authorised channel partners.

Amin insists the policy of having channel managers on the ground will allow EMC to address the needs and concerns of its partner base. “It gives more focus and dedication — as well as more time — to every channel in its own market,” he explained. “When the channel manager is only dedicated to those countries, he lives there and understands the market more, which adds more value to the channel.”

EMC has seen its operations grow sharply under Amin’s leadership. After recently establishing points of presence in Qatar and Pakistan, the company says it now plans to open fully-fledged sales and support offices in Kuwait and Nigeria.

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