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Aptec gets Cisco business on Track

Distributor rebrands TDME entity and targets reseller channel with expanded services line

Aptec gets Cisco business on Track
Baghdadi has high hopes for Track.

IT distribution house Aptec is in the process of rebranding its TDME subsidiary as it looks to steer the business to a new growth phase with a firm emphasis on services sales.

The TDME business was formed from the acquisition of Tech Data Middle East more than two years ago, and as Ali Baghdadi, President and CEO at Aptec explains, the time has come for the brand to be revamped.

"When we acquired Tech Data we chose a name which would give us the freedom of branding, but at the same time was close to Tech Data, so TDME stood for both TD Middle East and Track Distribution Middle East," he points out. "Now that Tech Data has gone, people know TDME, so we have just rebranded TDME into Track Distribution. Track is also going to get outside the boundaries of the Middle East, so the change is in preparation for that."

Baghdadi explains that Track will function as a "Cisco technology-centric" outfit that also provides solutions from complementary vendors such as Linksys, APC and McAfee.

The rebranding is being accompanied by a concerted push into the services market, with Aptec building on the foundations of its independent services business, ATS. "We have created within ATS a Cisco services group offering implementation, network audit services, project management and design to resellers which do not wish to invest in manpower," explains Baghdadi.

Track has access to a team of more than 30 certified engineers with expertise in Cisco installation and configuration. Resellers will be able to purchase the support and consultancy services from the company, and even market them as their own resources when completing a customer project if they wish.

In addition to the services element, Track is also pioneering an ‘ISV club', which seeks to facilitate relationships between local and global software developers on behalf of Cisco.

Aptec remains one of the most established technology distributors in the Middle East. The company was officially registered 30 years ago this month and next year it will celebrate an impressive three decades in business.

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