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Almasa Holdings sets-up Almasa Value Distribution

Industry veteran Roger El Tawil to head new company as executive director

Almasa Holdings sets-up Almasa Value Distribution
El Tawil (r) will head newly formed Almasa Value Distribution as executive director.

Almasa Holdings, a private owned group with a successful business track record in the Middle East, has launched Almasa Value Distribution an an independent company within the group.

Previously a division within Almasa IT Distribution,  Almasa Value Distribution has evolved into a new independent organisation which will focus on delivering trusted solutions and services to resellers keen to address regional networking, communications and security challenges.

"Almasa Holdings recognised that through a combination of market focus, the correct solutions, and strong relationships with vendors and resellers, there is a significant opportunity to be addressed, especially for mid-sized organisations in the Middle East, as well as the wider channel community. Almasa Value Distribution now has the vision, leadership and product mix to address the strategic growth opportunities for both IT solution vendors and the channel sector," said Mehdi Amjad, president and CEO of Almasa Holdings.

Roger El Tawil, an industry veteran with more than 15 years of regional technology and channel expertise, is providing strategic direction to Almasa Value Division, of which he is now executive director after several months in a consultative role.

El Tawil's new role will see him refine the strategy and execution of Almasa Value Distribution's main objectives, providing focus to vendors and partners, as well as specialise in a solutions portfolio which brings value to the channel and transforms business while reducing cost.

The new entity will operate independently while leveraging the infrastructure, experience and support of Almasa IT Distribution and Almasa Holdings.

Almasa Value Distribution currently manages the full end-to-end Avaya portfolio of telephony, video, data, and WiFi from large to small enterprises across MEA, as well as networking solutions from HP.

El Tawil said: "Understanding the market dynamics, maneuvering quickly, and building on our existing relationships, as well as establishing new ones will enable Almasa Value Distribution to address the pain points for both channel and vendors, bridging the gaps between them to build joint strategies for growth".

"Within the next year we plan to further evolve Almasa Value Distribution and introduce additional services in key technologies such as collaboration, security and storage," he said.

El Tawil added that the company is  building a dynamic, knowledgeable team which can leverage the entrepreneurial spirit of its parent company to deliver real value and focus to the Middle East's channel community.

With its holistic approach to people, products, coverage and operational excellence, the new independent company has the ability to move faster and respond to both channel and vendor needs as well as changing market dynamics, El Tawil said.

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