Vendor role for former Aptec networking unit head
Sabbahuddin Khan begins regional assignment with switches and routers specialist
Networking equipment maker Allied Telesis has officially confirmed the appointment of Sabbahuddin Khan as its first regional manager for the Middle East and Pakistan region.
Khan - who is well-known to the channel from his time spent running distributor Aptec's networking division - will spearhead the vendor's efforts to expand its brand in the region and build an extensive channel network.
Khan admits one of his first tasks will be to size the market correctly and build an appropriate strategy.
"We have not been an aggressive marketing company in the past. Slowly but surely, people will realise the advantages of selling and using Allied Telesis products. My foremost goal is to position the company as a vendor of choice by creating a set of highly-trained partners, great services and support model, an attractive distribution layout and a consultative selling approach," he said.
In addition to managing the regional operations, Khan's role will involve establishing a network of channel partners to deliver Allied Telesis' range of switches, routers and network management kit to customers in the SME and enterprise sectors.
Francesco Stramezzi, VP channels EMEA at Allied Telesis, insists the vendor is "very serious" about this region and even reckons it can capitalise on rivals that are saddled with higher overheads.
"Competitors' cost structures are too high and hence we feel that despite the current global economic scenario, we will gain a considerable market share quickly. We are currently reinforcing our team of professionals whom will attend to this market's ever-growing requirements," he said.