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Aptec urges partners to embrace solutions selling

Distributor plans to enhance value distribution in the region

Aptec urges partners to embrace solutions selling
Salah says Aptec has already unveiled its cloud & data centre strategy.

Regional value added distributor Aptec Distribution is urging its channel partners in the Middle East to embrace IT solutions selling if they are to survive the ever evolving IT landscape in the region.

Aptec says it is important for channel partners in the region to embrace solutions selling as doing so will ensure that they stay ahead of the game. The call comes as the distributor has also been changing its own business model in favour of value-added distribution and solutions selling.

Bahaa Salah, managing director, Aptec Distribution, said as the company has changed its strategy to focus on value-added distribution it's important that its partners in the region move with it to the next level of IT distribution. Salah said the company has been building its value proposition in the channel and to this end, has already started to implement initiatives that will enable Aptec to reach out to the channel with these innovative, game changing schemes.

He said Aptec has already unveiled its cloud and data centre strategies, elements that are key for the company's play in the solutions and value-adding space. "We have already started to enable our reseller partners with our cloud strategy and the offerings around cloud. We are ramping up these efforts in the region with partner training programmes," he said.

Salah explained that part of the strategy is to get the ‘right' partners who will in turn take these solutions to market. "We have already started to offer training to our channel partners through the data centre initiative and the managed security offering that Aptec unveiled earlier this year. All these programmes have been designed to help and enable partners to become truly empowered to play in the data centre, cloud and virtualisation segment," he said.

He added that having been recently appointed as VMware's Authorised Training Centre (VATC) has helped in cementing Aptec's vision of enhancing solutions selling to its partner base in the region. "Through the VATC, Aptec will start offering classroom, instructor-led training to partners in the Middle East," he adds.

Aptec already works with APC, Cisco, NetApp and VMWare on the data centre side of its business. In addition, the distributor has teamed up with Symantec, Dell and VMware to offer cloud-based offerings to channel partners in the Middle East region.

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