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Dell streamlines distribution channel

Vendor consolidates number of distributors across MEA to have four main players selling across the entire product and solutions array

Dell streamlines distribution channel
Ayass says Dell has moved from having over 20 distributors in different parts of MEA to four.

IT powerhouse Dell Middle East and Africa (MEA) used its participation at GITEX Technology Week to highlight the recently streamlined distribution channel in the region.

The move comes after the vendor merged its Middle East and Africa operation into one organisation, as part of a wider strategy to get closer to its channel ecosystem.

According to the vendor, the restructure has seen it consolidate the number of distributors across various regions and countries in MEA to having four main players that include Ingram Micro's Aptec, Metra Computer Group, Mindware and Redington Gulf.

Basil Ayass, marketing director, Dell Middle East, said the company has moved from having over 20 distributors in different parts of MEA to four distributors that will serve the entire region with distribution rights for the entire product portfolio and across all countries in MEA. "We have implemented this strategy because we want Dell to become a larger part of our distributors' business," he said. "In implementing this initiative, we are also showing commitment to our distribution partners that they are an important part of our business."

Ayass said unlike in the previous GITEX shows, this year everything was centred and led by partners. "We are promoted both our distributors and top systems integration (SI) partners at our stand. We did this because our partners are playing an important role in bridging and taking our solutions to the end users."

He said in opening up distributors to all product offerings across all countries in MEA, Dell would like to see them reach every market in this geography and serve the market competently and confidently. "GITEX  gave us the perfect opportunity to also introduce Driss Elougmani the head of the new combined MEA operation," he added.

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