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ON THE FAST LANE

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Updated : October 29, 2013 0:0  ,Dubai
By Editor

Mitsumi takes on a new challenge in establishing a new VAD division. Jagat Shah, Chairman & CEO, explains

Please discuss the timing of launching the VAD division this year

Mitsumi, as you know, is today among the fastest growing technology companies in Africa and our Distribution landscape covers 17 Countries directly with operations across Africa that makes us a true “Pan-Africa Distributor”. While our model for the past seven years has been to focus mainly on the volume business we are also aware of the growing need for a true IT-infra distributor for Africa. Given our coverage and proven logistic expertise it was quite logical for us to step into the enterprise space and with key alignments with our esteemed vendors we launched the Value division at the beginning of current year.

Which countries are you offering these solutions in?

Our current focus is on East & West Africa with aspirations to grow the Value division in North & Central Africa in FY14

You’ve been able to sign some very prominent names in IT solutions like HP, Dell SonicWALL among others. What does this say about the Mitsumi name and brand?

We have been quite successful in forming great relationships with most of the key vendors. In addition to the above, we have also signed on IBM, Riverbed and Polycom lately. This demonstrates our ability to “invest” in technology-rich areas and the faith reposted in us by some of the global leaders speaks for itself. Mitsumi Value division is on the cusp of creating a great story for itself in Africa.

As a new division, please discuss your channel partnership related to this division

At Mitsumi, we take pride in our reach and understanding of the African landscape; our ability to invoice and deliver locally has enchanted us to the African IT channel community. To add to the current channel we have made a natural shift adding VAR’s to our partner community. We invest in our local partnerships some of which go back more than a decade. We provide our vendors with dedicated resources in-country and also have dedicated Pre-Sales engineers who work closely with the VAR’s in delivering trainings, PoCs and even certification on-boarding programs. This we believe is Mitsumi’s key differentiator today.

How much of an investment have you put into the new division and how much do you see the VAD vertical adding to Mitsumi’s bottom line in the medium to long term?

Our biggest investment is in our people, the environment we provide them to excel and incentives for their personal growth. It’s natural that the vendors we sign for each technology vertical also require expertise on their proven Architectures. We also help our partners deliver the “last-mile” support in certain cases, obviously when we build services as value contributor, the overall impact on our GTM is significant as on our bottom-line.

Which segments are you targeting with the value solutions?

We are currently focused on Mobility, Security, Unified Communication & Collaboration and Virtualization.

How big and sophisticated is your primary African market for VAD solutions?

The African continent represents its own complexities since we are not dealing with one but 52 countries with vast differences in language and culture besides each country being regulated by different import & duty laws. Our biggest strength has been our understanding of this very challenge, The African market today has a growing financial sector, enterprise and public sector in addition to an ever-robust SP space. Africa today can boast of VARs which have identified themselves as experts on such verticals and therefore our GTM differs for each Industry vertical.

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SAGE Unveils Premium Eid Gifting Collection for Coffee Lovers

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This Eid, Sage Appliances elevates gifting with high-performance coffee machines that combine precision, innovation, and refined design. Created for home hosts and coffee enthusiasts alike, each machine delivers barista-level results with ease,  making it a gift that’s enjoyed well beyond the festive season.

Sage Oracle Dual Boiler

Engineered around true duality, this machine empowers coffee lovers to seamlessly switch between intelligent automation and full manual control. Whether you prefer the ease of an automated workflow or the satisfaction of hands-on espresso craftsmanship, the Dual Boiler adapts to your style, delivering uncompromising performance, precision and flexibility in every cup. 

Sage Barista Touch Impress Brass

Available in a striking limited-edition brass colourway, with limited stock available, this statement machine brings refined design to the forefront of the home coffee experience. The Barista Touch Impress blends intuitive automation with the freedom of hands-on control, making it effortless to craft café-quality favourites like flat whites, cappuccinos, and lattes with confidence and style.

Sage Precision Luxe Brewer

This sleek, state-of-the-art machine delivers café-quality results with complete versatility from delicate pour-overs and bold filter coffee to smooth, flavour-rich cold brews. Featuring adjustable brew styles, temperature control and intuitive settings, it empowers users to take full control of their coffee, hot or cold. 

Special Ramadan offer

Sage Appliance Accessories 

For those who already own a Sage machine, accessories make a thoughtful gift this Eid, designed to enhance everyday use.

The Puck Sucker

An automatically activated suction cup creates a rapid vacuum which quietly releases the espresso coffee puck from the portafilter in one swift action.

The Force Gauge Tamper

Thespring-loaded mechanism delivers consistent pressure between 7 kg and 10 kg, ensuring an even tamp every time. A variableforce gauge with marked indicators allows you to select your preferred tamp pressure to suit the grind. Available in 54 mm and 58 mm sizes.

The Distribution Duo

The 2-in-1 distribution tool helps break up clumps and evenly spread coffee grounds. With three angled blades, it creates a level surface for consistent and precise tamping.  Available in 54 mm and 58 mm.

The Naked Porterfilter

Visually diagnose and troubleshoot your extraction to achieve the perfect pour every time with The Naked Porterfilter. Crafted from stainless steel with a walnut handle, it adds an elegant touch to your espresso setup while allowing you to monitor flow and consistency with precision. Available in both 54mm and 58mm sizes.

The Pro Control Jug™

Handleless design and heat-resistant silicone sleeve gives full control, with a pro spout to create more precise latte art. Angled opening provides a better view when steaming milk.

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Majid Al Futtaim Malls Launch Ramadan Experiences Across the UAE

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This Ramadan, Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia invites communities across the UAE to come together for a month filled with meaningful moments, exciting rewards, immersive activations and exclusive shopping offers all under one roof.

From grand prize draws and SHARE rewards to soulful Majlis evenings and community-led giving initiatives, here’s everything you won’t want to miss across Majid Al Futtaim malls this season.

SHARE the Rewards This Ramadan

Across all City Centre malls, customers using the SHARE App can enjoy generous points multipliers throughout the season. Whether you’re updating your wardrobe or gathering loved ones over iftar, every visit comes with more reasons to celebrate:

  • Ramadan Offer: 10X points on F&B (Until 18 March)
  • Eid Offer: 10X points on Fashion (12 to 22 March)

Letters of Giving (رسائل العطاء) at City Centre Mirdif and City and Mall of the Emirates

This Ramadan, Mall of the Emirates and City Centre Mirdif invite shoppers to take part in the Letters of Giving (رسائل العطاء) pop-up, a heartfelt initiative in partnership with Emirates Red Crescent dedicated to making children in need’s wishes come true.

Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, visitors are invited to pause, explore a display of children’s wishes, and choose one that speaks to them. They can then fulfil the wish by purchasing the item which will be gifted to the children in need. Each contribution will be accompanied by a personalized message typed on a traditional typewriter, turning every act of giving into a lasting gesture of kindness.

The Ramadan Experience at City Centre Mirdif and Mall of the Emirates

Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, the Majid Al Futtaim malls are blending art, generosity, and community, this pop-up offers an immersive and soulful experience. Guests can enjoy live harp, qanun, and cello performances featuring soft, Ramadan-inspired melodies, and visit interactive stations to personalize mirrors, bookmarks, or crafted coffee cups with a minimum mall spend of AED 150 (excluding Carrefour). Complementary juices, coffee, and mini bites invite visitors to connect and embrace the true spirit of Ramadan.

To elevate the experience, City Centre Mirdif is collaborating with Fatima Al Kaabi, an Emirati Entrepreneur to integrate AI‑powered displays showcasing traditional Emirati cultural quotes, adding a sense of heritage to the space.

Shop & Win: Ramadan at Mall of the Emirates (9 March to 3April)

This Ramadan, Mall of the Emirates introduces its very own “Shop & Win” reward. Guests who spend AED 300 or more at any of their favourite stores will automatically enter a special draw for a chance to win an exceptional grand prize of 500,000 SHARE points with one dedicated winner selected exclusively from Mall of the Emirates.

From exciting prizes and SHARE rewards to soulful gatherings and meaningful community initiatives, Ramadan at Majid Al Futtaim malls is all about creating moments that matter for everyone, every day.

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THE BIG CHILL CAFÉ INTRODUCES A COMFORT-DRIVEN IFTAR MENU THIS RAMADAN

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This Ramadan, The Big Chill Café at Dubai Hills Mall invites guests to slow down, gather, and break their fast with a specially curated Iftar menu that blends comforting classics with generous portions and familiar flavours.

Designed for families, friends, and casual Ramadan catch-ups, the Iftar offering reflects The Big Chill Café’s signature style – wholesome, indulgent, and feel good – served in a relaxed café setting.

Guests can begin their meal with a selection of starters such as Minestrone Soup, Mediterranean Mezze with Hummus and Muhammara, Crispy Calamari, Chicken Tenders, or Panko-crumbed Prawns. The menu then moves into hearty mains, featuring crowd favourites including Penne Primavera, Creamy Mushroom Chicken Pasta, Saffron Risotto with Prawns, Hand-tossed Pizzas, and flavourful grill options.

For those looking to elevate their Iftar, the grill selection includes Grilled Chicken Breast, Slow-cooked Lamb Shank, Flame-grilled Steak with Cowboy Butter, and Tuscan-style Salmon, available with a small supplement.

To finish, The Big Chill Café turns up the indulgence with a dessert selection made for lingering over conversations. Guests can dive into the signature Molten Dubai Lava Cake with its rich and flowing centre, enjoy the comforting sweetness of Banoffee Pie, or opt for the fragrant Saffron Tres Leches Cake. Lighter yet nostalgic options like Date Ice Cream and crowd-favourite Biscoff Ice Cream round off the experience, offering something for every kind of sweet craving after Iftar.

Whether it’s a relaxed weekday Iftar or a long catch-up after prayers, The Big Chill Café’s Ramadan menu offers a warm and satisfying way to come together this holy month.

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