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HP Software steams into the Middle East market

Software giant is experiencing massive growth in the region, has 54% market share in ME

HP Software steams into the Middle East market
Rafael Brugnini, vice president and general manager of HP Software says that the Middle East is a massive growth region for the company.

HP Software is moving full-steam ahead in the Middle East with expansion plans across the region, according to Rafael Brugnini, vice president and general manager HP Software EMEA.

HP Software currently has a 54% market share for software services in the Middle East region and a 30% share of the market in the Middle East, Mediterranean and Africa region and is planning a rapid and widespread expansion across the Middle East.

"We are this year growing our staff 30% [in the Middle East] and our strategy that we have is to decentralise staff from the big cities and do more coverage, have more people in front of the customers covering more cities. So we are investing in Qatar, investing in Saudi, in Abu Dhabi and also we are expanding our services capability, which our customers are demanding. We also have a graduate programme for which we are hiring quite a few people in Jordan, also we are investing in our support capability and support offerings so we can be in that market lead position from a customer satisfaction point of view," said Brugnini.

Brugnini added that HP's market share is more than double that of their next competitor and he sees enormous potential in the region.

The company has recently released its new Application Lifecycle Management software that looks after applications from inception to decommission. The product heavily leverages expertise from recent company acquisitions, such as network security firm 3com and Fortify. The product will be marketed in the Middle East between February and March.

"We are launching Application Lifecycle Management and we have five stops in the Middle East region between February and March and we are covering Saudi, in Riyadh and Jeddah, the UAE, Abu Dhabi and Dubai as well as Qatar. Those are our growth markets, so that is one of the key launches that we are doing now," said Anas Jwaied, vice president sales, HP Software Middle East, Mediterranean and Africa (MEMA) regions.

With the acquisition of 3com, HP is planning to develop its network security business further and Brugnini said that customers must be prepared for new security innovations from HP.

"HP has put a very strong stamp in the ground saying look, we are going after security. So when you look at the acquisition that we did on 3Com on the networking side, definitely we were crying loud and clear that we want to have our precision networking, and we are. With the acquisition of 3Com came a very good portfolio of networking security applications and with that, we are addressing the security area very, very strongly, around application security, networking security and coming from a completely different angle," said Brugnini.

HP is planning a lot of further investment in the Middle East in the software side of their business going forward, because of its rapid and accelerating growth in the region.

Jwaied says that while HP has competitors, he believes that HP has the most complete portfolio where not a single vendor can compete.

"We see our competitors, some are active some are inactive, some are pulling out, which we are failing to understand as we are seeing the growth, we are seeing the opportunity and the potential in the market. Competitors are failing to cope with the growth and demand in the market. So in the market in the MEMA region we are more than double the number two competitor. We are three-plus times the number two, so the gap is way big between the number one and two. We believe we are dominating this market," said Brugnini.

HP is currently working on major investments in Qatar and Saudi Arabia, where they are placing personnel in Riyadh, in the Eastern region and in the western region. They are also investing in Oman, placing personnel in Muscat and in Jordan.

In Jordan, HP Software has developed a competency centre for top graduates from the universities in Jordan to teach them for two years to become service delivery experts for the Middle East market.

HP Software says it is currently the sixth largest software company in the world, with software spanning such applications as application transformation, converged infrastructure, virtualization, information transformation and security.


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