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Change of guard at Lenovo Middle East

Appointment of Ali Al Amine as regional general manager coincides with introduction of new sales structure

Change of guard at Lenovo Middle East
Ali Al Amine has been officially confirmed as the new general manager for Lenovo in the Middle East, Egypt and Pakistan.

PC vendor Lenovo has officially installed Ali Al Amine as its regional general manager for the Middle East, Egypt and Pakistan (MEEP), effective of today.

Al Amine - who joined the company last May as transactional business director - had been carrying out the GM role on an acting basis since Khaled Kamel resigned from the company to pursue other opportunities earlier this year.

Kamel had served as general manager since April 2008, having previously run HP's printing business in Saudi Arabia.

Al Amine will now be responsible for Lenovo's operations in 12 countries across the Gulf, North Africa and Levant, as well as Pakistan. His appointment corresponds with the introduction of a new internal set-up that has also gone live from today.

"We are actually segmenting MEEP into four geographies," explained Al Amine. "One of them is the UAE and we have a focused business model for that. Adjacent to that are KSA, Egypt and the Rest of Middle East (RoME). From a structural perspective we are going to market within that model, which means we will have a focused business structure for those four geographies."

The realignment is designed to allow Lenovo to move away from the largely holistic approach that it previously took to serving the Middle East region and instead ensure each market is given the attention it requires.  

Al Amine's message for partners is that they can expect to see Lenovo covering the region in more detail.

"The difference is that you would have dedicated distributors into dedicated regions and dedicated manpower from Lenovo to focus with you on that market segment or geography," he said. "Obviously any kind of focus within a business model leads to better results and enhanced force."

The revised approach is also being supported by an expansion in headcount. Lenovo currently has around 25 people staffing its MEEP operations, but Al Amine says there are plans to "almost double" that figure before the end of the year.

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