In an exclusive interview with Integrator Media, Mr. Hesham Tantawi, Vice President at ASBIS Middle East delves into the dynamic world of ASBIS. With a remarkable 32-year partnership with Seagate and a strong focus on emerging technologies like AI and robotics, ASBIS has consistently demonstrated its commitment to innovation and success. From developing autonomous cleaning robots around iconic landmarks like Burj Khalifa to showcasing innovative solutions such as Robo-Cafe and Robo Beverage kiosks, ASBIS exemplifies its slogan, “Success Through Focus.”

How has the consumer electronics and IT industry evolved over the past decade? What key changes stood out to you?

The consumer electronics and IT industry is incredibly dynamic, constantly evolving in tandem with technological advancements that outpace developments in many other fields. When we first ventured into this business, the product life cycle was incredibly short—just six months before a new product would emerge. Despite this rapid pace, ASBIS has successfully navigated these changes and remained a key player in the industry. This experience has underscored the need for our operations to be faster and more efficient than those in other industries worldwide, especially because we deal with the ever-changing technological landscape.

Today, we’ve reached a point where we can predict with remarkable accuracy which products will be in demand in the coming year. This capability is a significant differentiator for ASBIS. We pride ourselves not just on selling technology but on leveraging it internally to forecast market trends and anticipate the needs of our partners and customers. By doing so, we ensure that we stay ahead of the curve in this fast-paced industry.

Which indicators does ASBIS monitor to stay ahead of market trends? And how do they influence your strategy decisions?

At ASBIS, we conduct a thorough analysis of the market and the products we offer to ensure we have a deep understanding of what we are selling. We consistently predict market developments a year in advance, allowing us to stay ahead of trends. These predictions are crucial to our strategy, enabling us to map markets effectively, understand the needs of our partners, and identify where the market is headed. By doing this, we can introduce the right product to the right audience at the optimal time.

Our approach heavily relies on advanced technology for forecasting, market mapping, and supply chain management. We use these tools to gain insights into consumer behavior and to ensure that we are always in tune with market demands. This strategic foresight allows us to remain agile and responsive, making informed decisions that keep us competitive in an ever-changing landscape.

What strategies does ASBIS use to identify and provide the right solution for partners, ensuring alignment with market demands and profitability?

ASBIS is deeply committed to our partners, and we continuously strive to adapt and grow in ways that meet their evolving needs. Our primary focus is on creating the best possible environment for business success and profitability for all parties involved. We achieve this by delivering solutions that are perfectly aligned with current market demands and by fostering long-term relationships built on trust and mutual growth.

For instance, we recently celebrated a 32-year partnership with Seagate Technology, a relationship that is a testament to our commitment and strategic collaboration. We are among the few distributors that have been with Seagate since the beginning, helping them grow their business, open new markets, and serve regions that are difficult for others to reach. This enduring partnership highlights our ability to not only meet market demands but also to help our partners thrive in a competitive environment.

How is ASBIS preparing for the growing integration of robotics and AI in the IT industry? Can you provide some examples of adapting to these technological advances?

The integration of robotics and AI into the IT industry represents one of the most significant technological advancements of our time, and ASBIS has been at the forefront of this movement for the past three to four years. We’ve actively participated in numerous AI projects, including those related to robotics, recognizing that these technologies are not just trends but transformative forces that will shape the future of our industry.

Robotics, in particular, is an area where we see tremendous growth potential. Over the last few years, we’ve invested in a company called AROS, which is a manufacturer, system integrator, and design house for various robotics solutions. This investment has enabled us to introduce cutting-edge robotics technologies to the market in the UAE, including cleaning robots that operate autonomously around the Burj Khalifa. These robots clean the area at night and return to their docking stations without human intervention, showcasing the practical applications of robotics in everyday environments.

In addition to cleaning robots, we are also pioneering other innovative solutions such as Robo-Cafe and Robo Beverage kiosks, which will be showcased at upcoming GITEX Global event in October. Furthermore, we are heavily involved in warehouse automation, deploying robots that automate various processes within warehouses, thereby improving efficiency and reducing operational costs. These examples illustrate our commitment to embracing and advancing AI and robotics technologies in a way that adds value to our partners and customers.

How does ASBIS maintain and leverage strong partnerships for mutual growth, especially when balancing long-standing relationships with major brands like AMD and Intel?

At ASBIS, our motto is “Success Through Focus” which encapsulates our approach to managing and nurturing our relationships with major technology brands like Intel, AMD, Logitech, Seagate, Western Digital, and Toshiba. Each of these partnerships is built on a foundation of trust, dedication, and a shared commitment to success. We have dedicated teams for each vendor or partner, with a laser focus on achieving success in their specific areas of expertise. For instance, one team may concentrate on advancing Intel technology, while another focuses on expanding AMD’s market presence.

Our partnership with AMD spans over 20 years, a period that has seen both companies grow and evolve together. This enduring relationship is a testament to the strength of our collaboration and our ability to deliver consistent results. Similarly, our partnership with Intel has been a cornerstone of our business for more than 26 years. These long-standing relationships are not just business arrangements; they are strategic alliances that have been nurtured over decades, and they play a crucial role in our continued success.

Our “Success Through Focus” strategy is integral to maintaining these partnerships. By dedicating resources and expertise to each partner, we ensure that we can meet their needs and exceed their expectations, which in turn drives mutual growth and success.

In an interview with Integrator Media, Mr. Hesham Tantawi, Vice President at ASBIS Middle East, discussed the company’s strategies, emphasizing its active support for start-ups in the UAE and plans for further investment in Saudi Arabia. He also highlighted ASBIS’s training and development programs for partners and small businesses, leveraging their new distribution center in South Africa.

What strategies does ASBIS employ to support start-ups in the UAE?

We have initiated numerous projects with start-ups within our head office in Cyprus. Currently, we have around 20 start-ups in-house under the ASBIS umbrella since last year. In the next year, we plan to continue this effort, we have attended many seminars and exhibitions for start-ups in Saudi recently in the last quarter. We are looking forward to investing more in start-ups in this region as well.

What training and development program does ASBIS offer to partners and small businesses to facilitate their growth?

We have relocated to new premises equipped with several demonstration and proof of concept areas for our entire product range. Visitors to our facility will find proof of concept setups for large storage systems, servers, and a variety of technologies, including robotics.

In these proof-of-concept labs, we host our customers and their clients for training sessions, providing hands-on experience with our products and comprehensive training courses. Our premises also feature approximately six meeting rooms of varying sizes, including one that accommodates up to 50 people, designed for classroom or theater-style meetings where training is conducted.

Can you share recent government projects or partnerships ASBIS has in Saudi Arabia, Algeria, and South Africa?

We opened a distribution center in South Africa and are experiencing rapid growth, focusing on South Africa and neighboring countries. In Saudi Arabia, we collaborate closely with the government on server and storage projects, and work with telecommunications companies and major corporations such as Aramco and SABIC.

In Algeria, we have strong tie-ups with the government through our local partners, a relationship that has been established and maintained for 23 years.

What impact do you foresee advancements in robotic solutions having on the IT landscape?

Robotics is an integral part of the broader technology landscape, which is a major topic of discussion today. Robotics requires a robust IT infrastructure due to the necessary software implementations and management. While it is a distinct industry, separate from computers, it still relies heavily on IT technology to build its infrastructure. Robotics is indeed a growing segment.

Do you believe IT distributors need to adapt their business models to better understand end-users with emerging technologies like robotics and AI?

Remodeling distribution is essential, as distribution is a technique and not merely trading. Many people equate distribution with trading, but they are completely different. Distribution is a science with many KPIs and techniques. The right distributor builds markets, develops strategies, and grows alongside partners.

It involves a joint effort between distributors and channel partners. The end-user plays a crucial role, acting as the pull in the market. Distributors must build relationships with partners or resellers and create demand through effective marketing to drive end-user engagement. Ultimately, the end-user is key, as products need to be utilized.

Exclusive interview with Stuart Fry, Group Chief Executive Officer for Halian, Austin Fraser, and Austin Vita

Can you provide an overview of Halian’s approach to technological transformation?

At Halian, we take a holistic approach to identifying our client’s goals and assisting them in achieving these as quickly as possible. We accomplish this by offering personalised and tailored recruitment and managed services, as well as outsourcing solutions. Our strong local presence in regions such as the United Arab Emirates (UAE), Saudi Arabia, Germany, and the United Kingdom (UK) enhances our recruitment capabilities and technological solutions.

What are the significant transitions that Halian has undergone over its established 20-year history?

After establishing the company in the UK in 1996, Halian expanded to Luxembourg and the Middle East in 2007 and 2008. We then launched Smart Services in the UAE, offering managed services for Oracle and the first Talent services for TDIC in Abu Dhabi.

In 2020, we established Search, a practice offering permanent recruitment and headhunting services across all our markets. Following a management buyout by a private equity firm, we rapidly expanded, opening offices in Greece and Belgium, and acquiring Staffgroup GmbH, Staffgroup SAS, Staffgroup International Ltd, and Staffgroup Zug. This year, we merged with Austin Fraser, Austin Vita, and Austin International, forming the Halian Group with over 15 offices worldwide, including in the United Kingdom (UK), Germany, Belgium, France, Luxembourg, the United Arab Emirates (UAE), Saudi Arabia, and the United States of America (USA).

How does Halian ensure the success of its Smart Services in diverse regions like the Middle East and Europe?

Halian’s Smart Services offers comprehensive managed IT infrastructure and operations services, DevOps, Project Management, PMO, and service function outsourcing. We provide expertise either on-site or remotely through our Center of Excellence to ensure service continuity, free up internal resources, and enable organisations to focus on their core business.

In the Middle East and Europe, we ensure the success of our Smart Services by engaging clients at every step of our partnership. Through collaboration, Halian delivers effective talent management and digital transformation services, including cloud migration, training, re-skilling, and job mobility.

Can you elaborate on how technology is revolutionising the financial and commerce sectors for consumers and businesses?

Technology has revolutionised the financial and commerce sectors in the Middle East, benefiting both businesses and consumers. In the financial industry, the proliferation of mobile banking, digital wallets, and other fintech innovations, such as peer-to-peer lending, has made an enormous impact.

In the commerce sector, the rise of online marketplaces, such as Amazon and Noon, and social marketplaces, like Instagram Shopping and WhatsApp Business, have transformed the industry. For businesses, the use of social platforms and Artificial Intelligence (AI) offers a broader reach to a global customer base, cost-effective marketing, and allows valuable data insights to be gathered for strategic decision-making.

Governments in the region are also supporting these digital transformations through progressive regulations and the establishment of innovation hubs, such as Dubai’s Fintech Hive and Saudi Arabia’s Vision 2030 initiative. 

What are the current challenges organisations face in technology recruitment aspect and how does Halian effectively address these challenges to ensure businesses’ success?

There are numerous challenges that organisations encounter when it comes to recruiting in the technology industry. These difficulties often include the task of finding top talent for specialised and niche positions, hiring a large number of contractors for a project, and effectively onboarding and managing new hires.

Our approach to overcoming these challenges is through providing our clients with dedicated and specialised teams that have the tools and network to source the right profiles required in a short amount of time.

Could you provide your insight on Halian’s strategic vision for the UAE market in the coming years?

Halian’s strategic vision for the UAE market in the coming years centres on revolutionising how customers address their technology and hiring challenges. This vision is supported by Halian’s dedication to innovative workforce and intelligent service solutions, which have already demonstrated their effectiveness in improving customer engagement.

A crucial element of this strategy is promoting diversity and inclusion by helping the UAE attract top talent from around the world. This dual approach not only meets immediate technological, and recruitment needs but also aligns with the UAE’s broader aspirations of becoming a global hub for talent and innovation.