ASBIS’s Regional Growth Strategy and Driving Growth in Emerging Markets

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.