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Unatrac signs as ESSN distributor for GCC region

Unatrac granted HP ESSN distribution rights for GCC excluding the KSA

Aziz says the alliance with HP ESSN  is a natural fit for Unatrac.
Aziz says the alliance with HP ESSN is a natural fit for Unatrac.

Regional distributor Unatrac IT Distribution, has been appointed as the GCC distributor for HP's Enterprise Servers, Storage and Networking (ESSN) portfolio offerings.

In terms of the deal, which is effective from 1st February 2012, Unatrac IT Distribution has been granted distribution rights for HP ESSN in the entire GCC region except the Kingdom of Saudi Arabia (KSA).

The deal also builds on Unatrac’s strong alliance with HP in Egypt where it's the authorised distribution partner for the vendor’s entire product breadth excluding the Imaging and Printing Group (IPG) business.

Until now, Unatrac IT Distribution has been known in the market as a Dell distribution powerhouse and the move to bring HP's ESSN business on board makes the regional distributor to become a one-stop-shop for enterprise IT solutions.

According to Unatrac, the move is part of the company's stated plan to grow its footprint and open new branches in this geography. Unatrac already has a branch in Kuwait and is in the process of opening up an office in Iraq.

Ismail Abdel Aziz, regional territories manager, Unatrac IT Distribution, said the company is looking forward to working with HP ESSN in the GCC region and is hoping to emulate what it has achieved with the HP business in Egypt here. "This partnership with HP is a natural fit for us as we already have a strong Dell commercial portfolio which will be complemented by this addition. This deal opens a new window for Unatrac to address the growing business in the server, storage and networking segments in the GCC region," he said.

Aziz said initially, the company will focus on the UAE, Qatar and Iraq with the ESSN business. He added that the ESSN deal clears the way for Unatrac to engage with new channel partners in the GCC. "We have been focusing on Dell commercial products for a long time. That focus puts us in good stead and will help us to identify a new breed of resellers that will be taking to market the ESSN kit," he said.

Aziz said the partnership also paves the way for Unatrac to expand its footprint by opening new branches in the GCC. "We have started the process of setting up a local office in Iraq that will support the growing business opportunities in that country. We are hopeful that this will be operational in the first half of 2012," he said.

He explained that the company is also increasing its head count as it embarks on a regional expansion strategy. Aziz added that the aim is to support channel partners with adequate sales and technical support resources and, tools that aid them to win new business.