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Exploring Tech Evolution & Regional Partnerships in IT Distribution, ASBIS Middle East

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ASBIS

The Integrator in an interview with Mr. Hesham Tantawi, Vice President at ASBIS Middle East, delves into ASBIS’s strategies, evolution and vision for IT Distribution amidst the shifting technology landscape in the region.

ASBIS, has been one of the prime distributors of technology in the region for long now, could you give our readers an overview of the changing dynamics and technological advancement in the region lately?

ASBIS, established three decades ago, has maintained a notable presence in the Middle East for the past 25 years. Our reputation has solidified us as a prime distributor for esteemed brands, including Intel, AMD, Western Digital, Logitech and Seagate. Our enduring partnerships with these vendors have spanned over 25 years. A central facet of our operations revolves around distribution—a domain characterized by its fluid and evolving nature. Notably, we have consistently maintained a leading position in this dynamic market due to our meticulous examination of market trends. Consequently, we adapt proactively to shifts in the market landscape.
In the contemporary context, resellers are confronted with a plethora of challenges. Over the last two decades, the marketplace has undergone a profound transformation, rendering it unrecognizable from its earlier state. Such transformations in market dynamics are inevitable and demand our constant vigilance. Our markets have matured extensively, a transformation evident in examples such as the changing complexities of serving regions like Saudi Arabia or Egypt.
The intricacies of these transformations encompass factors such as shifting customs duties and the evolution of supply chains. Therefore, our approach is deeply rooted in a comprehensive understanding of the region’s dynamics, anticipating and accommodating fluctuations to ensure our continued success.

How has your business model evolved in terms of changing market dynamics in this region?

We adopted a new slogan quite some time ago: “Success through Focus.” But what does this truly entail? In the realm of information technology, a multitude of components coalesce—machines, solutions, servers, and networks, among others. Our distinctive approach has involved the formation of specialized focus groups, each tasked with dedicatedly developing a particular segment. Concurrently, we assume the responsibility of cultivating a market for each of these segments.
To illustrate, consider our interaction with one of our partners specializing in components. During our engagement, we illuminate the potential for additional value, such as IP telephony. In this endeavor, we provide comprehensive support, encompassing training, supplies, and a complete ecosystem for their business growth. This strategy not only fosters the expansion of a given market segment but also contributes to the overall growth of the end-user market. Such a focused approach is the essence of achieving success within this framework.

What is ASBIS’s prime strategy and how has it contributed to the growth of start-ups? Could you elaborate on the importance of partnerships and focusing on the end user in achieving success in the business world?

ASBIS employs a primary strategy centered around cultivating partnerships. This approach involves providing support to start-ups right from their inception, thereby fostering a mutual growth trajectory. Remarkably, numerous start-ups that we have aligned with have evolved into major corporations, and it is noteworthy that we, too, have advanced alongside them. The essence of this success lies in the collaborative nature of these partnerships, which contrasts with a mere instructional role.
My advice is to focus on what you’re doing and make sure your company is all about helping the customers. If you start a business just to trade things or compete with others around you, it’s going to be hard to succeed. Conversely, if your aspirations involve carving a niche within the existing trade landscape, there is a likelihood of succumbing to competition from larger entities within an exceedingly brief span, less than five minutes even

How does ASBIS prioritize transparent communication in partner relationships, including collaborations with governments across diverse markets?

The fundamental principle is elegantly straightforward: prioritize honesty and maintain utmost clarity. Cultivate robust partner relationships as a focal point. Ensuring clear and transparent communication holds paramount significance.
Our engagements extend to collaborating with governmental entities across Egypt, Saudi Arabia, South Africa, and Algeria. These collaborations encompass a multitude of national projects, necessitating a comprehensive 360-degree assessment of these diverse markets. Throughout these endeavors, we have actively partnered with a multitude of start-ups, further enriching our scope of influence.

How do you see the future of new technology such as Robotics, AI etc. and how do you see the future of IT distribution evolving?

The landscape of IT distribution is evolving towards a more pronounced emphasis on technical aspects. Our focus will be honed on distributions that yield substantial benefits for the end user. Notably, the realm of robotics is poised to assume a significant role. I confidently assert that the robotics sector will attain a position of parity with traditional IT within the next two years. As testament to this belief, we’ve made substantial investments in robotics solutions. This year, we’ve assembled a dedicated team of 30 to 40 individuals at our headquarters, exclusively dedicated to robotics.
Anticipate the proliferation of robotic kiosks, catering coffee and tea across diverse locations. Cleaning operations will witness the integration of robotic assistance. We’re poised to introduce our robotics portfolio to the market during the upcoming GITEX event. This strategic move marks our commitment to the burgeoning robotics frontier.

What key lesson from your extensive experience would you impart to readers about reselling and IT distribution?

Acquire precise knowledge, master effective techniques—especially in sales and distribution—and adopt a scientific approach to the market. Fuse honesty and clarity into your strategies for enduring success.

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THIRD EDITION OF BENTLEY’S EXTRAORDINARY WOMEN INITIATIVE WELCOMES STUDENTS FROM THE UK AND QATAR TO CREWE

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Extraordinary Women

The third edition of Bentley Motors’ Extraordinary Women initiative has concluded with students from universities in the UK and Qatar spending a week at the luxury car brand’s headquarters in Crewe, England. As part of a specially designed schedule, they met with Bentley experts and executives, went behind the scenes of its manufacturing operations, and tackled individual tasks.

Designed to encourage and develop the next generation of young female leaders, the 2024 edition of the Extraordinary Women programme has seen the students receive one-on-one mentorship over the past three months from a selection of inspirational Pioneers from the fields of technology, engineering, design, and business.

The students, who passed through a structured selection process focused around these four specific fields, came from a variety of participating universities: including The University of Doha for Science and Technology in Qatar, and the Universities of Bath, Loughborough, and Manchester Metropolitan in the UK.

Noora Al-Hajri, University of Doha for Science & Technology student, commented, “This experience has been nothing short of life-changing. Through the programme, I have gained invaluable knowledge and skills that will significantly impact my personal and professional growth. The opportunity to learn from inspiring mentors in both Qatar and the UK has been particularly enriching. Their guidance has broadened my horizons, challenged me to think critically, and empowered me to pursue my dreams with renewed confidence. The opportunity to visit the Bentley headquarters at the end of the programme has also been truly awe-inspiring. Thank you, Bentley, for believing in us and for creating such a transformative programme.”

The Pioneers were equally carefully selected. In the UK, entrepreneur Sara Davies MBE, founder and owner of Crafter’s Companion and TV personality from BBC One show Dragons’ Den, provided business mentorship, with Cecilia Harvey, founder of Tech Woman Today, offering the same in the field of technology.

Titi Oliyide CEng MIET, Senior Process Safety Engineer and winner of the 2023 Young Woman Engineer of the Year, mentored the engineering student, and renowned interior designer and Founder of Studioilse, Ilse Crawford provided design support.

The four Qatari Pioneers included Qatar’s UNESCO art ambassador, Muna Al-Bader, in the field of design. Dr Noora Fetais Al Marri, honoured by the Arab Women of the Year 2024 awards for her contributions to cyber security. Education and founding President of the Arab Association for Cyber Security, offered technology mentorship.

Covering the field of engineering was Dr. Hanan Farhat, founder of the Qatar Association for Women Engineers, and Dr. Buthaina Al Ansari in the field of business, who is a senior advisor at the organisation that established Tamkeen Training and Consulting Solutions.

Member of the Board for Human Resources at Bentley Motors, Dr. Karen Lange, commented, “With every year, the Extraordinary Women programme grows stronger, as exemplified by the quality of this year’s Pioneers, all who have generously given their time in the spirit of collaboration as we seek to build a legacy for young women. It has been a great honour to meet and engage with such talented young women during their visit – witnessing their energy and ability fills me with great optimism for the future.”

Launched in the UK and Middle East in 2022, the Extraordinary Women initiative has previously engaged students and Pioneers from the United Arab Emirates, Saudi Arabia, and the United Kingdom. It forms part of Bentley’s wider commitment to diversity, equity, and inclusion under its Beyond100 strategy, and was created to encourage women to explore a variety of career paths in the STEM and automotive sectors.

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Financial

Reem Finance signs with Network International to accelerate digital transformation

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Network International (Network) has announced the signing of a strategic partnership with Reem Finance, the leading financial services provider in the UAE. The strategic alliance aims to leverage Network’s expertise to provide a fully-fledged payment processing solution to support the digital transition.

The partnership with Network complements Reem Finance’s focus on offering customers with a unique banking experience in tune with the digital age. The scope of services includes a comprehensive range of products and services from transaction processing, card hosting and management, as well as value-added services. As the region’s largest payment solutions company, Network is committed to supporting the UAE financial services sector by providing innovative solutions to customers and enhancing the experience of consumers.

Navneet Dave, Managing Director & Co-Head of Processing – Middle East at Network International, commented, “We are thrilled to partner with Reem Finance as we jointly deliver innovative digital payment solutions that offer an effortless and secure experience for customers. Our collaboration builds on Network’s three decades of experience and expertise in creating world-class digital payments infrastructure and services for clients. It underscores Network’s commitment to empowering our partners with cutting-edge processing services and value-added solutions and driving growth in the UAE financial services industry.”

Mr. Seraj Faidi, CEO of Reem Finance,said: “As part of our ongoing commitment to enhancing the quality of our products and services for our esteemed clients, and in light of our recent collaborations with prominent service providers and partners, we are delighted to partner with Network International to explore innovative paths to accelerate digitizing our services to better serve our customers. This engagement is an important step for Reem Finance in expanding our capabilities to provide top tier, friendly and easy to use services to our customers. We are confident that with Network International, the processing of card transactions related to both consumer and commercial sectors will be state-of-the-art and seamless. We are committed to playing a vital role in elevating the financial system in the UAE, delivering value to our shareholders, and prioritizing the needs of our clients.”

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Financial

Wio Bank Redefines SME Banking with New Embedded Finance

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Wio Bank PJSC is introducing a new embedded finance service designed especially for the UAE’s small and medium-sized enterprises (SMEs). This initiative includes strategic partnerships with leading accounting software platforms Zoho Books, Fiskl and Wafeq, aiming to embed banking services into daily business operations and simplify financial management.

Wio Business, the bank’s first digital banking application, caters to micro, small, and medium enterprises (MSMEs), as well as freelancers and entrepreneurs. By directly integrating with accounting and financial management systems through APIs, Wio Business facilitates seamless financial workflows, enhancing management and eliminating the need for third-party intermediaries. This integration automates bookkeeping, significantly reducing manual labor and allowing businesses to concentrate on their core activities.

Jayesh Patel, Chief Executive Officer of Wio Bank PJSC, shares his vision for the new service: “By adopting Embedded Finance, we are transforming how businesses manage their finances. Our direct integration initiative simplifies how financial services are delivered and managed, making it easier and more transparent for SMEs.”

With over 94% of UAE businesses categorized as SMEs and significant contributors to employment, Wio Bank’s new service is tailored to meet a vital market need. This initiative, along with its strategic partners, is designed to simplify business operations, allowing them to thrive by focusing on growth rather than administrative financial tasks.

A New Era of Financial Management

Through Wio Business, companies can now link their accounts with selected software platforms such as Zoho Books, Fiskl, and Wafeq, offering a holistic view of their financial health. This integration eliminates the dependency on third-party intermediaries, simplifies financial workflows, ensures real-time financial insights with automatic updates, and streamlines accounting tasks with features like auto-reconciliation of bank statement. Additionally, integrating Wio Business APIs into Corporate ERPs and payment platforms facilitates automated account payables and instant transaction reconciliation, thus reducing manual labor and errors, and enhancing cost efficiency and operational gains.

Wio Bank was established to redefine banking in the UAE for both businesses and consumers. Its second digital offering, Wio Personal, is a day-to-day banking platform that changes how individuals see, manage, and grow their money. It provides users with unprecedented financial visibility and flexibility, serving as a foundation for achieving personal financial goals with an engaging experience that includes smart cards and exciting rewards.

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