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Tandberg Data signs Aptec for ME expansion

Tandberg Data to focus on SMEs with new expanded product range

Tandberg Data signs Aptec for ME expansion
Tandberg's expanded range of SME solutions is an ideal fit for companies in the region, says Kumar.

Tandberg Data is looking to expand its business in the Middle East, with the opening of a new office in Dubai and a partnership with distributor Aptec.

The company, which specialises in data storage solutions, has opened an office in Jebel Ali, and will move to a new facility in Dubai’s TechnoPark, as well as signing Aptec, to target what it says is potentially as big a market as China or India.

Bharat Kumar, VP sales & marketing for Asia Pacific, Japan and Middle East told ITP.net: “For me, the Middle East represents a growth opportunity to rank alongside India and China. The growth potential for us is very strong here, it is one of the three key areas I have for growth in the next two to three years and beyond.

“We have been present in this market for some time, but [only] to a certain level, now with the partnership with Aptec, I think we are going to go into a totally new level. Our products are very suited to this marketplace, we specialize in data protection, and small and medium businesses, alongside enterprises, have realized that managing and protecting data is critical – that is our bread and butter, and the SMB space which is our speciality is the main component of the economies in this part of the world.”

Kumar said that the company is mainly focused on the SMB sector, and has recently developed its product strategy to expand beyond its traditional tape-based storage offerings into other storage solutions for the SMB segment. Tandberg has expanded from tape into disk-based storage, along with software and services, recently launching a disk-based virtual tape library, and a data protection appliance, the Tandberg Data AccuVault, and a de-duplication appliance, Tandberg AccuGuard, which both offer simple plug and play configuration and operation for SMBs.

“In particular, demand for the data protection and storage products we specialise in, has been growing rapidly in this part of the world due in part to the proliferation of small to medium sized Enterprises looking for highly functional and cost effective protection solutions,” said Kumar. “It’s certainly easier to establish and grow SMEs more quickly in the Gulf than many other countries and, combined with the fact the economy has boomed in recent years, this has produced a fertile marketplace for SME’s, which form the lifeblood of any healthy economy.”

As part of the new distribution deal with Aptec, which will target the wider Middle East region, Tandberg last week conducted a road show to Qatar, Kuwait and the UAE to provide channel training for Aptec and other resellers. The company also plans to carry out other awareness and education programs with industry partners and will look to bring pre-sales training to the local channel as well.

Kumar said that the partnership with Aptec would form the core of its 100% channel approach, and help with developing the market.

“Aptec takes us into a totally different sphere, both in scale and reach. Scale, as Aptec is a large distributor, and reach because they cover Gulf and parts of the Middle East and North Africa, which we haven’t touched before,” he said.

Bahaa Salah of Aptec commented: “With Tandberg Data’s 30 year history of serving the global data storage market with innovative solutions, it made sense to join forces and leverage our expertise in sales, marketing, order fulfilment and tech support to deliver even greater value to our customers. We’ve a considerable presence in the mid-size enterprise storage market through our current portfolio of storage products and wanted to augment our offering further with tape drives and backup solutions. Being a global leader and an established player in the Middle East market, we had no doubts Tandberg Data was the right fit.”

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