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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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Free Mineral Water for All: UAE Startup to Launch Groundbreaking Public Hydration Initiative

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Ourwatr

Staying hydrated just got easier, and greener, thanks to Ourwatr, that’s launching a nationwide free mineral water programme starting June 2025. It’s a first in the region: clean, refreshing mineral water made freely available across the country, delivered through a unique model that blends sustainability, community care, and social impact.

From metro stations and shopping malls to parks and government offices, thousands of chilled bottles of mineral water, sourced locally from Dibba, Fujairah, will soon be within everyone’s reach, every day. Ourwatr’s mission is simple: hydration is a right, not a privilege.

“At Ourwatr, we believe that drinking water should be accessible to all,” says Abhinav Murali, Co-founder.

“That’s why we’re giving away premium mineral water for free, and every bottle supports communities in need. It’s hydration with heart, proudly made right here in the UAE.”

Stamp of UAE quality

All Ourwatr bottles carry the prestigious EQM (Emirates Quality Mark) certification, guaranteeing they meet strict UAE national and international quality standards. When you grab a bottle, you’re assured of top-quality water, safe, pure, refreshing and approved by the country’s standardisation authority.

Mission in a bottle

With temperatures rising across the UAE, especially during summer, access to clean drinking water is more important than ever, for workers, families, children, and the elderly alike.

“In our desert climate, hydration isn’t just healthy; it’s life-saving,” adds co-founder Bharath Mohan.
“Each bottle we provide is a small act of kindness toward our community.”

Ourwatr is more than just a startup, it’s a mission in a bottle. Launched by three young, UAE-based entrepreneurs, the idea was sparked by a simple but powerful observation: access to free, convenient hydration isn’t always a given.

Wanting to change that, the trio built a business with heart at its core. The team is also in talks with various UAE charitable organisations and government agencies to expand its reach and impact. For every bottle distributed, a portion will be donated to local charities, turning everyday hydration into a meaningful act of giving.

A Model Built on Purpose and Sustainability
Ourwatr isn’t just about water, it’s about doing good. Instead of selling to consumers, the company partners with brands and organisations who cover the production and distribution costs. In return, sponsors co-brand the bottles, using them as a platform to share positive messages and shared values, while making a real difference.

“Sustainability isn’t just about less waste,  it’s about creating lasting, meaningful change,” explains Sharat Nair, Co-founder.

The bottles are crafted from recyclable materials, aligning with the UAE’s zero-waste goals and green agenda.

Backing UAE Vision 2030
Ourwatr’s initiative supports the UAE’s Vision 2030 goals around health, sustainability, and quality of life. The startup is already collaborating with local authorities to expand water access and reach as many people as possible.

More than just water, Ourwatr is delivering hope, equality, and care, one bottle at a time.

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Ardee Developments Announces Sales Launch for Fairmont Residences Al Marjan Island

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Ardee Al Marjan

Ardee Developments has announced the launch of sales for Fairmont Residences Al Marjan Island, its highly anticipated branded residential offering in partnership with Fairmont Hotels & Resorts.

Official sales will commence on 1 June 2025 with expression of interest starting 15 May 2025, marking a major milestone in the evolution of Ardee Al Marjan Island, the company’s flagship, multi-billion-dirham development set to redefine coastal living in Ras Al Khaimah.

Fairmont Residences Al Marjan Island will comprise 523 upscale residences — including apartments, townhouses, and sea villas — ranging from one to six bedrooms and spanning 86 m² to over 300 m². Every home is thoughtfully designed to embody refined beachfront living, with uninterrupted sea views and elegant interiors that reflect timeless sophistication.

Bringing together the prestige of the Fairmont brand with the ease of resort-style living, residents will enjoy exclusive access to a private beach, the Fairmont Fit Fitness Centre and Studio, family & kids pool, adults sky pool & terrace & bar, dedicated boardroom and private dining room, resident’s owners lounge as well as wellness facilities including treatment rooms, screening room, games room, kids club and seamless connectivity to the adjacent Fairmont resort.

Further enriching the offering is a tailored suite of à la carte services. From in-home catering and private chef experiences to childcare, dog walking, housekeeping, personal concierge support, and a home maintenance program while residents are away, every element is designed to simplify and enhance everyday living. In addition, residents will enjoy exclusive access to the Accor Owner Benefits Program. This includes Diamond status in the Accor Live Limitless (ALL) programme, the ability to gift Gold status to family and friends, and VIP privileges at over 5,700 hotels and resorts around the world.

With prices starting from AED 2.49 Million, Fairmont Residences Al Marjan Island offers an exclusive opportunity for discerning buyers seeking long-term value, effortless luxury, and a lifestyle defined by exceptional quality in one of the region’s most iconic coastal destinations.

Beyond the residences, guests were given an exclusive look at the next phase of the Ardee Al Marjan Island masterplan. The development is progressing into a fully integrated coastal destination that blends residences, hospitality, leisure, retail, and entertainment on an unprecedented scale.

Key components of the masterplan include branded and serviced residences, private villas, townhouses, a flagship luxury hotel, and a vibrant retail and F&B promenade. The destination will also feature a variety of curated lifestyle offerings — from wellness hubs and gaming lounges to family entertainment zones and waterfront experiences — all designed to create a future-ready, immersive community.

Prioritizing walkability, nature access, and sea connectivity, the project will boast expansive green spaces, direct beach access, and panoramic views, setting a new standard for contemporary island living in Ras Al Khaimah.

Vishal Mehta, CEO of Ardee Developments, added: “As we prepare to open sales of Fairmont Residences Al Marjan Island this June, we are proud to invite buyers into a community that reflects excellence at every level. In partnership with Al Marjan Island, Fairmont Hotels, and Christie’s International Real Estate, we are shaping a new era of luxury coastal living in Ras Al Khaimah — one defined by world-class design, hospitality, and lifestyle, brought together in a truly integrated destination.”

To support global sales efforts, Ardee Developments has appointed Christie’s International Real Estate Ras Al Khaimah as the exclusive master agency. Christie’s will lead GCC and international outreach and client servicing, ensuring a seamless buyer journey.

“This is a vibrant and integrated coastal lifestyle community that combines natural beauty, unparalleled hospitality and leisure not seen in the area before,” said Jackie Johns and Dinesh Chhatwani, Managing Partners at Christie’s International Real Estate Ras Al Khaimah. “Ras Al Khaimah’s momentum as a global hospitality and investment hub, and its rapidly growing real estate market, makes it the ideal launchpad for Ardee Developments to execute its grand vision.”

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MERED Unveils Strategic Vision for Saudi Arabia at Saudi Giga Projects 2025

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MERED

MERED outlined its long-term investment plans and strategic vision for Saudi Arabia at Saudi Giga Projects 2025 in Riyadh. The event, a key platform aligned with Vision 2030, brought together government bodies, giga project leaders, and private sector executives to discuss development, contracting, and talent-building opportunities within the Kingdom’s fast-growing construction and real estate sectors. As part of MERED’s participation, CEO Michael Belton joined a fireside chat where he shared insights into the company’s market entry approach and growth plans for the Saudi market.

“The Kingdom’s rapid urban and infrastructure growth is reshaping residential demand and creating new opportunities for long-term development,” said Michael Belton, CEO of MERED. “Vision 2030 and ongoing economic diversification are driving strong demand across residential, retail, commercial, and hospitality sectors, supported by investor-friendly reforms. In major cities like Riyadh and Jeddah, we’re seeing increased interest in premium and luxury living, as well as growing demand for Class A office spaces that reflect the ambitions of a modern business environment. MERED is well-positioned to meet these changing market needs through high-quality, innovative developments that offer lasting value.”

Yazan Al-Khalidi, Chief Commercial Director at MERED, joined a panel alongside leading developers, consultants, and contractors to discuss workforce capabilities and the skills required to deliver Saudi Arabia’s giga projects efficiently and at scale. The Kingdom’s real estate sector is projected to contribute 10% to GDP by 2030, while non-oil economic activity now accounts for over 50% of national GDP. Knight Frank’s Saudi Report 2025 reveals that 93% of high-income Saudi nationals are actively seeking to buy property, reinforcing the country’s ambition to build a competitive luxury real estate market.

Alongside its growth plans in Saudi Arabia, MERED is supporting the development of future architectural talent in line with the region’s broader goal of equipping young people with in-demand skills. As part of this effort, the company is sponsoring a select group of students to attend the Pininfarina Architecture Summer School in Turin this July, through its partnership with the prestigious Pininfarina Academy, founded by the renowned Italian design house. The program offers hands-on training and exposure to international design practices, giving participants valuable experience they can apply to architectural projects across the region.

MERED’s participation underscores its broader commitment to supporting the Kingdom’s real estate ambitions through innovation, sustainability, and knowledge transfer. With a pipeline of projects already launched in Dubai and Abu Dhabi, including the 290-meter ICONIC Residences designed by Pininfarina, the brand is well-positioned to introduce high-end, future-ready developments to the Saudi market.

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