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Acer restructures its business in the Middle East

PC vendor to mount aggressive regional push in 2010 after internal reshuffle

Acer restructures its business in the Middle East
Acer’s restructuring will see it divide the MEA business into two regions – Middle East and Pakistan, and Africa and Levant.

Acer Computer is promising greater co-ordination between its sales, product and marketing teams after reorganising its Middle East set-up ahead of the New Year.

The restructuring includes the formal creation of two sub-regional management positions - reporting directly to MEA managing director Krishna Murthy - and closer unity between individuals in channel-facing roles.

Acer is confident the changes will result in improved customer service and a more coherent go-to-market approach for the two main sub-regions that it looks after from Dubai.  

From January 1st, GCC and Pakistan chief Jacob Varghese will officially serve as country manager for the Middle East and Pakistan, while Graham Braun - the company's former mobility products head - has returned to the region to look after the other half of the business, covering Africa and Levant.

Individual Acer country sales managers will answer to either Varghese or Braun, although functional heads in departments such as marketing, logistics and service will continue reporting directly to Murthy.

Additionally, MEA channel marketing manager Yaser Shan will focus specifically on Saudi Arabia and Egypt, leaving Manisha Patni to oversee the UAE and Gulf countries.

Aman Khan, marketing and communications manager at Acer, claims the scale of the business it manages from Dubai requires focused marketing managers and channel marketing staff for the specific regions headed by Varghese and Braun.

"The restructuring is focused on the placement of dedicated sales and marketing resources to deliver better service," explained Khan. "It should also lead to the response rate from our side becoming significantly quicker, so that we are able to address partners' needs and support them better."

Khan insists the new structure should lead to channel marketing staff working in closer tandem with sales personnel than in the past. They will also report directly to the country sales managers.

"We are looking at product, sales and marketing as one team, which means that when we are talking to partners the face to the channel is going to be product, marketing and sales together," he said. "We'll be ensuring that we are working very closely with the channel from that perspective."

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