ASBIS Innovative Approach in Technology and Robotics

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.