Unatrac sets foot in Saudi Arabia
Dell distributor steps up its game with the launch of local operation
Dell distributor Unatrac is preparing to take the fight to Aptec and Mindware in Saudi Arabia after opening its first office in the Kingdom.
Although the Egypt-based distributor has long held the rights to sell Dell commercial products in Saudi it has not had a local presence in the market until now.
The company insists the move will bring it closer to customers and pave the way for it to add other local distribution agreements.
"We have put a lot of effort over the past three years into building up a strong database in Saudi Arabia and we have a lot of customers, so we decided to open an office to be beside them and develop the business," explained Ismail Abdel Aziz, business development manager at the distributor, which has a strong presence in the Gulf through its UAE operations.
Abdel Aziz says Saudi resellers can expect to see immediate benefits from Unatrac's local presence, as the company will be holding stock locally. "Customers will not need to wait a week or 10 days for their products because we will be able to deliver from our local warehouse," he commented.
Unatrac will use the office to step up its focus on the enterprise solutions business, particularly around Dell's EqualLogic storage lines.
The company will trade as Delta Distribution in Saudi Arabia, with the operation managed by Ahmed Hamad, who was previously based in Dubai. He will be supported by sales and logistics staff.
It is understood that the decision to enter the market as Delta Distribution is part of a wider rebranding exercise that will shortly see all of the Unatrac IT distribution business operating under the same name.