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Ring and Arab Business Machine partner

ABM to promote and distribute vendor’s home security products in the Middle East and North Africa

Ring's Hoda (left) shakes hands with ABM's Bendali after signing the deal.
Ring's Hoda (left) shakes hands with ABM's Bendali after signing the deal.

Ring, a maker of home security solution, has signed a value-added distribution (VAD) agreement with Arab Business Machine Middle East (ABM) for the Middle East and North Africa (MENA).

Under the accord, ABM will promote and distribute Ring's innovative home security products and solutions and offer value-added services through its extensive channel partner network.

As the VAD, ABM will also help the vendor to set up go-to-market strategies with key retail partners and provide the needed infrastructure for micro-channel to engage with the Ring brand.

Mohammad Meraj Hoda, managing director of Ring, said: "Your home is not an asset - your home is a place that has much more meaning to it and it is something you want to protect and also monitor. Ring believes in keeping homes and communities safe rather than just comfortable and we hope to change the way home owners view security by keeping an eye on their family and property, even when they can't."

Hoda said Ring has re-imagined the doorbell so consumers could respond - using a smartphone - to someone at their front door from anyplace, anytime while simplifying the technology with the combination of app, coud and security hardware.

"ABM is very well placed in the MENA market to position our smart home security products with its broader reach across key retailers, Internet service providers (ISPs) and online stores. ABM's experience in selling Apple products for more than a decade gives us further confidence of its capabilities on best in class retail execution for Ring's range of the products and solutions," he added.

Ghassan Bendali, general manager of ABM Middle East, said that: "We are continuously evaluating new and innovative technologies and emerging trends to add to our portfolio, which have a direct impact on the dynamics of the home security industry in the residential security sector in the MENA region."

Bendali said the partnership with Ring is a perfect fit. "We see exciting new possibilities in this partnership with Ring across MENA and it will help ABM to better address our customer's needs in today's environment of ever-increasing demand for home security solutions," he added.