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Xerox hires HP exec to oversee change in strategy

Prateek Dayal to help manage shift to channel-focused business model

Prateek Dayal has left HP to help Xerox Emirates build a stronger indirect sales channel in the UAE.
Prateek Dayal has left HP to help Xerox Emirates build a stronger indirect sales channel in the UAE.

Xerox Emirates has signalled its intent to begin embracing the channel on a more consistent basis by appointing its first-ever channel and alliance director.

Prateek Dayal, who joins the company from arch rival HP, has been hired to help the printer vendor spearhead an indirect marketing strategy in the UAE.

Xerox hopes that Dayal's understanding of the market, including the experience he gained from building HP's enterprise sales business, will put it in a strong position as it seeks to move from a predominantly direct-selling model to a channel-focused approach.

"Our long-term strategy is to tie in partners in the UAE in order to optimise our reach in key vertical sectors," explained Andrew Hurt, general manager of Xerox Emirates. "We have recognised a huge opportunity in the channel market and Prateek, with his 15 years of experience in channel marketing, will play a vital role in our company's local expansion."

Although it has largely sold to the market directly in the past, Xerox Emirates believes there is room to reach "previously untapped markets" across the region by engaging with resellers.

Dayal will be supported by a team of engineers and managers who will assist him with his task of strengthening Xerox's position.

"With a global presence, strong brand name and a wide range of products and managed services, Xerox Emirates has a strong value proposition which will attract the best channel partners in the UAE," said Dayal.