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Logitech Transforms Hybrid Work with AI-Powered Solutions

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Exclusive Interview with Loubna Imenchal, Head of Enterprise Business for AMETCA Africa, Middle East, Türkiye and Central Asia, Logitech

How has the shift to hybrid work influenced Logitech’s product development?

The shift to hybrid work—working between office, home and on the go—is now an established model across the world. This means, the need for multiple workspaces, video collaborations, and solutions to boost productivity and creativity are likely to become more important.  Logitech is leveraging AI to deliver superior audio and video experiences in its Video Collaboration portfolio to drive productivity for organisations navigating these workplaces trends.

For example, we have introduced the Zone 305 headset and MeetUp 2, designed to support collaboration in hybrid and remote environments. The Zone 305 headset is particularly effective in helping users manage background noise with dual noise-canceling microphones, making it ideal for employees working from noisy environments like cafés or open offices. MeetUp2, on the other hand, is engineered to enhance video meetings, ensuring that everyone in the room is seen clearly with an ultra-wide lens and AI-powered framing capabilities. Both products are ideal solutions for organizations that are shifting their focus across diverse workspaces.

Another key trend that we’ve observed is the growing importance of sustainability in workplace solutions. More businesses are incorporating eco-friendly practices, such as using energy-efficient devices and reducing travel with hybrid work solutions, to minimize their carbon footprint. Logitech is playing a major role in this shift by incorporating post-consumer recycled plastic into many of its products, helping organizations to work more efficiently while remaining environmentally conscious.

What can the market expect from Logitech at GITEX GLOBAL 2024?

At GITEX 2024, Logitech aims to strengthen our position as a key technology partner to organizations who are evolving their workplaces and adapting to hybrid work.   We will be presenting a comprehensive range of video collaboration and personal workspace solutions, catering to the needs of the “everywhere workplace.”

Logitech will focus on AI-driven solutions for video conferencing and workspace management. We will showcase innovative products such as the MeetUp 2, Zone 305 headset, Brio 705 webcam, and Logitech Sync, all of which are designed to meet the growing demand for flexible, hybrid work environments.

The MeetUp 2, with its AI-powered auto-framing and speaker tracking features, ensures an immersive meeting experience, whether the participants are in the office or remote. The Brio 705 webcam is another standout, delivering high-definition video with AI-driven auto-light correction, making it ideal for hybrid workers and professionals on the go.

In addition, the Zone 305 headset, featuring dual noise-canceling microphones, allows for clearer communication, especially in noisy or public spaces, ensuring productivity in varied environments.

Logitech will also have a large emphasis on sustainability at GITEX. With products like the Zone 305 and MeetUp 2 incorporating post-consumer recycled plastic, Logitech will demonstrate how businesses can reduce their carbon footprint while driving innovation. Expect a strong focus on creating eco-friendly, AI-powered solutions that help companies navigate the evolving hybrid work landscape.

How is Logitech incorporating sustainability into its product development and manufacturing processes?

As a design company, we leverage the power of design to spur innovation and scale progress. We conscientiously factor in environmental and social impacts as part of every design decision, starting from sourcing raw materials to the product’s end-of-life stage.

Logitech’s Design for Sustainability approach is across our existing and future portfolio:

  • 3 in 4 products use Next Life Plastics (recycled plastic) instead of virgin plastic.
    • We are increasingly choosing materials made using renewable energy. 66 product lines use low-carbon aluminium that is produced with renewable energy
    • We are transitioning away from single-use plastic packaging and embracing more recyclable, paper-based packaging solutions. Approximately 20% of products use FSC-certified paper packaging, and increasingly the majority [73%] of new product introductions have moved to FSC packaging.
    • 43% of products are PVC-free

With Logitech shipping more than 150 million products every year, this is sustainable innovation at scale. 

How are AI and automation shaping the future of business collaboration, and what role will Logitech play in this evolution?

AI and automation are revolutionizing business collaboration by enhancing communication, streamlining workflows, and improving overall efficiency. As organizations adopt hybrid work models, the demand for intelligent solutions that facilitate seamless collaboration between remote and in-office teams continues to grow.

Logitech has launched AI-driven products like the MeetUp 2 and Zone 305 headset to improve the meeting experience. Features like auto-framing, speaker tracking, and noise cancellation ensure that meetings are more engaging and productive, while tools like Logitech Sync enable IT teams to support large-scale video deployments, minimizing site visits and trouble tickets – all from a simple browser-based interface.  This enhances remote manageability and provides ultimate control over devices and spaces, offering deeper insights into device usage and ensuring compatibility to maximize resource utilization efficiency.

As AI and automation continue to advance, Logitech’s role will be to develop human-centred solutions that enhance the user experience, making business collaboration smoother and more efficient. By integrating AI into our product suite, we are both improving the quality of communication and also helping businesses adapt to the changing nature of work.

How does AI enhance user experience and efficiency in Logitech’s products, particularly for device management and meetings?

AI plays a pivotal role in enhancing both the user experience and operational efficiency within Logitech’s products, particularly in the context of device management and meetings. With the rise of hybrid work, meeting spaces have evolved to integrate both physical and virtual teams, requiring solutions that enhance collaboration.

Logitech’s MeetUp 2 uses AI-powered features like auto-framing and speaker tracking to create a more dynamic and engaging meeting experience. These capabilities ensure that all participants are visible and clearly heard, making meetings more productive and inclusive. AI-driven features like these are particularly valuable in hybrid work environments, where it’s important to create seamless collaboration between in-office and remote participants.

On the device management side, Logitech Sync enables IT teams to remotely monitor and manage video conferencing equipment across multiple locations. AI helps streamline device management, reducing the need for manual intervention and ensuring that devices are always up to date. This not only improves efficiency but also ensures that businesses can maintain high levels of productivity, regardless of where their teams are working.

What trends are shaping the future of meeting room spaces, and how is Logitech adapting to these trends?

The rise of hybrid work has reshaped meeting room spaces, creating new demands for seamless collaboration between remote and in-office teams. One of the most notable trends is the growth of huddle spaces—smaller, flexible meeting areas that encourage spontaneous discussions and collaboration. These spaces are designed to be used by both remote and in-office participants, making them a key tenet of the hybrid work environment.

Logitech is addressing these trends with products like the MeetUp 2, which is designed for huddle rooms and smaller meeting spaces. Its AI-powered auto-framing and speaker tracking features ensure that all participants are actively engaged, even if they are joining remotely. The Zone 305 Business Headset also supports these smaller meeting spaces by providing clear audio and eliminating background noise, ensuring that conversations are distraction-free.

By focusing on the evolution of meeting room spaces and developing solutions that cater to the unique needs of hybrid teams, Logitech is helping businesses create more flexible and efficient work environments.

What role does Logitech’s Sync software play in managing video conferencing devices, and how does it improve business efficiency?

As organizations continue to adopt hybrid work models, the ability to manage multiple devices across various locations is essential. Logitech Sync is an integral part of our video collaboration solutions. Sync is a cloud-based device-management platform that allows IT to manage and monitor Logitech meeting room devices at scale.  It enables better remote manageability and ultimate control of devices and space.

By providing a centralized platform for device management, Sync helps businesses maintain high levels of productivity and collaboration, regardless of where their teams are located.

How does Logitech cater to both large enterprises and small businesses with its collaboration technology?

Logitech’s approach to collaboration technology is designed to serve both large enterprises and small businesses by offering scalable, flexible solutions that can be tailored to the needs of each organization. Products like the MeetUp 2 and Zone 305 headset are designed to be accessible and affordable for companies of all sizes, from small huddle rooms to large conference spaces.

For larger enterprises, Logitech Sync offers a centralized platform for managing video conferencing devices across multiple locations, making it easier to monitor and update equipment remotely. For small businesses, Logitech’s solutions are designed to be easy to deploy and manage, allowing them to improve collaboration and productivity without the need for a large IT team.

By offering a range of products and services that cater to organizations of all sizes, Logitech ensures that businesses can adopt the right tools to support their collaboration needs, at any scale.

What is Logitech’s long-term vision for supporting businesses in navigating the future of work?

As the workspace evolves, organizations will look to further enhance collaboration experiences, while also addressing other rising business imperatives, such as navigating sustainability challenges.

Logitech will continue to enable and empower businesses to navigate the future of work through innovation, sustainability, and focusing on the user experience. With hybrid work only becoming more common globally, we are committed to developing tools that enhance collaboration, boost productivity, and create more inclusive work environments. By aligning our product development with the trends that are shaping the future of work, Logitech will continue to lead the way in helping business thrive in the hybrid work environment.

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DRIVE NOW, BUY LATER: Cariva’s Market-Changing Philosophy

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A front-angle shot of Harshvardhan Singh, Business Head, CARIVA standing in front of an Audi A6, Chevy Camaro and Dodge Charger

Exclusive Interview with Harshvardhan Singh, Business Head, CARIVA

A front-angle shot of Harshvardhan Singh, Business Head, CARIVA standing beside a Chevy Tahoe
Harshvardhan Singh, Business Head, CARIVA

CARIVA is positioned as a tech-enabled, transparent platform for used car sales. What gap in the UAE automotive ecosystem did you see that inspired you to launch CARIVA?

The UAE is a very competitive market for used cars, yet there is still a wide gap between customer expectations and the actual services available. When people buy a pre-owned car today, the first thought that often crosses their mind is, “Am I taking a risk?” This question reflects a deep concern about trust. Buyers want to know if the car is in good condition, whether it has been in an accident, if it was serviced at authorized centers, whether the odometer has been tampered with, and how many people have driven it before.

We realized that answering these questions honestly and transparently could transform the customer experience. That is how Cariva came into existence. We are not just selling cars, we are giving customers peace of mind. At Cariva, we share everything about the car openly, from its service history to accident records. Each vehicle undergoes a full inspection at a government-authorized center before a buyer makes any decision. By doing this, we flip the customer’s question from “Am I taking a risk?” to “Am I protected?” We’re not just filling a gap – we’re disrupting an entire ecosystem that has operated on opacity for too long.

CARIVA has been described as “built from the ground up” — from ideation to execution. What was the most challenging stage of bringing this venture to life?

When you are working on an idea, everything looks straightforward on paper. The reality of execution is very different. Challenges appear at every stage, and the most difficult part for us was identifying exactly what the customer wanted and where the gap existed between expectations and reality. We realized we weren’t just building another used car platform – we were disrupting decades of industry practices that prioritized profit over customer protection.

We found that many businesses in this space focus on what they want to sell rather than what customers are looking for. Our challenge was to design solutions that addressed customer needs directly. This required listening carefully to buyers, understanding their pain points, and rethinking how used cars are presented and sold. The result is a model that fills the trust gap and delivers what customers truly expect, not just what the industry is accustomed to offering.

A front-three quarter action shot of a Audi RS5 and Range Rover Sport driven on the road

The UAE already has established players in the used car space. How does CARIVA differentiate itself in terms of customer experience, trust, and transparency?

Used cars are now outpacing new car sales worldwide, and the UAE is no exception. Buyers are drawn to affordability, but what they value just as much is transparency and trust. This is where Cariva stands apart.

We are not in the business of simply selling a car. We provide a mobility solution that is backed by confidence and honesty. Every customer receives a detailed inspection report that includes even the smallest imperfections a car may have due to age. We also provide a complete service history, which is something customers often struggle to access elsewhere.

Most importantly, every car is backed by an original manufacturer warranty, not just a generic third-party plan. For buyers, this approach translates into confidence, flexibility, and control. They are not just making a purchase, they are making an informed decision that they can feel good about for years to come. Beyond transparency, we offer choice. With over 100+ models available from various makes, ranging from budget-friendly options to premium vehicles, Cariva ensures every customer finds exactly what they’re looking for, regardless of their budget or lifestyle preferences.

You’ve previously mentioned blending data and emotion in brand building. How does this philosophy reflect in CARIVA’s business model and customer journey?

I strongly believe in data-driven decision-making, but I also recognize that data alone cannot create meaningful connections. When combined with emotional intelligence, data becomes a powerful tool for shaping customer experiences.

Before we built Cariva, we carried out extensive market research to understand the size of the opportunity, customer needs, and pain points from past purchase experiences. The insights we uncovered were eye-opening and helped us shape the concept of Cariva in a way that directly responds to customer realities.

We also understand that every customer is unique. A car is not just a vehicle; it often reflects a buyer’s lifestyle and personality. At Cariva, we support customers at every step of their journey, from selecting the right car to arranging financing, insurance, and registration. By combining data with empathy, we are able to deliver a holistic mobility solution that respects both rational needs and emotional aspirations, making car ownership seamless from day one.

A wide-angle shot of a fleet of cars

Consumer trust has always been a sticking point in the used car market. How does CARIVA ensure quality assurance in inspections, certifications, and after-sales support?

Trust is the foundation of Cariva. For too long, the lack of transparency in the UAE’s used car industry has left buyers second-guessing their purchase. We are addressing this by building trust into every stage of the process.

Each vehicle goes through a comprehensive multi-point inspection that covers the engine, chassis, transmission, gearbox, and safety systems. Cars are certified at authorized centers, and this provides customers with verified quality. We also offer manufacturer-backed warranties that remove uncertainty about hidden issues. These aren’t generic third-party warranties – they’re OEM warranties backed by authorized agencies, the same coverage you’d get with a new car purchase.

On top of this, we introduced a global-first initiative called “Drive Now, Buy Later.” This gives customers up to four weeks to take the car home, use it in their daily life, and only make the purchase once they are completely confident. Finally, our after-sales support includes service partnerships and a dedicated customer care line, ensuring peace of mind long after the car has been purchased.

By addressing every concern head-on, Cariva has created a new benchmark for trust in the pre-owned market.

With more millennials and Gen Z buyers entering the car market, do you notice a shift in how they approach buying used cars compared to traditional buyers?

Yes, there has been a significant shift. Millennials and Gen Z buyers think very differently about mobility. They are digital-first, which means they do most of their research online before they ever step into a showroom. They want transparency, easy access to information, and digital tools that help them make better decisions.

They also value experience over ownership. Many of them prefer to try before buying, which is why our Drive Now, Buy Later program has resonated so strongly. At the same time, they are far more conscious of sustainability and value. For them, pre-owned cars are not only cost-effective but also a more environmentally responsible choice compared to buying new.

Cariva is designed with these shifts in mind. Our platform is digital, transparent, and flexible, which makes it perfectly aligned with the expectations of this new generation of buyers. Whether they’re looking for their first budget-friendly car or upgrading to a premium model, our diverse inventory caters to every financial bracket without compromising on quality or trust.

A wide-angle shot of a fleet of cars

The UAE used car market is experiencing strong growth, driven by rising demand for affordable mobility and certified pre-owned cars. How do you see this market evolving in the next 3–5 years?

The UAE used car market is undergoing a major transformation. It is moving away from fragmented, informal sales toward a structured and customer-focused ecosystem.

Over the next three to five years, certified pre-owned cars will become the standard rather than the exception. We will also see the digitization of the entire buying journey, from virtual car tours to online financing and even doorstep delivery. In addition, value-added services such as extended warranties, flexible return policies, and bundled insurance will become key factors in customer decision-making.

Cariva is already ahead of this curve. By offering certification, flexible ownership models, warranties, and digital convenience all under one roof, we are not just keeping pace with the market but shaping its future direction.

With the UAE accelerating its shift towards electric mobility, what opportunities do you see emerging in the pre-owned EV market, and how is CARIVA preparing to tap into this space?

Electric vehicles are central to the UAE’s sustainability vision, and with that comes a huge opportunity in the pre-owned EV market. Today, many customers are hesitant because of concerns about battery life, resale value, and the lack of proper certification standards.

Cariva is preparing to address these gaps head-on. We are partnering with specialized diagnostic providers to certify battery health and performance. We are developing EV-specific warranties and buyback programs that give customers confidence in their purchase. At the same time, we are creating awareness campaigns to educate buyers about the long-term cost savings and environmental benefits of EV ownership.

By building these solutions early, Cariva is positioning itself as a trusted pioneer in pre-owned electric mobility, fully aligned with the UAE’s national sustainability agenda.

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BEYOND STORAGE: LEXAR’S MIDDLE EAST EDGE

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a portrait of Fissal Oubida, Lexar

Exclusive Interview with Fissal Oubida, General Manager – Middle East, Africa & India, Lexar

In the crowded world of memory storage—where products often blur together and price wars dominate—Lexar has charted a distinct course. Just three years ago, the brand was caught in the same cycle that ensnares many technology companies: chasing competitor pricing, maintaining distance from customers, and treating partnerships as transactions. Today, Lexar stands as an industry benchmark, followed by major competitors rather than the other way around. But this only scratches the surface of what we’ve accomplished, and what it reveals about sustainable differentiation in commoditized markets through an approach that seems almost anachronistic in modern tech: genuine human relationships.

Founded in 1996 to deliver innovative, industry-leading memory solutions worldwide, Lexar has transformed and grew from complete market irrelevance to leading the photography memory card segment in the Middle East and Africa markets. From a price-following commodity brand to a standard of trust and reliability, particularly in markets like the UAE and Saudi Arabia, where reseller ecosystems thrive on relationships and personal engagement.

Bridging the Gap

The industry often overlooks a critical layer of the value chain. Distributors may handle millions in volume, but their success depends on dozens of smaller resellers managing far less—and these vital partners rarely hear from the brands they represent.

Many memory companies remain detached from both resellers and end users. Their social media feeds resemble product catalogs, their strategies revolve around discounts, and authentic connection is missing. In such a market, trust is scarce, and loyalty fragile.

Immersing in the Market

Lexar rejected this detachment. Every two to three months, the company’s leadership visits partners door-to-door across the UAE and Saudi Arabia, markets where face-to-face trust is essential. India has also been part of this journey, but the foundation of Lexar’s approach was built in the Middle East. During these visits, products are brought directly into stores, resellers’ daily challenges are closely observed, and customer interactions with Lexar cards are carefully studied—insights that cannot be captured through reports or remote communications.

This philosophy mirrors Starbucks founder Howard Schultz, who worked shifts in his own cafés to understand the customer experience. Market realities cannot be absorbed from a boardroom; they must be witnessed firsthand, unfiltered.

Digital Authenticity

The same principle drives Lexar’s digital presence. While many technology brands publish sterile product updates, Lexar’s regional platforms highlight people, culture, and real interactions—team moments, community events, and behind-the-scenes glimpses.

Some worry this dilutes product focus. Lexar believes the opposite: its products exist to safeguard human experiences, and its marketing reflects that reality. In relationship-driven markets, human connection often builds stronger affinity than technical specifications alone.

Quality as Strategy

Authenticity is reinforced by quality. Unlike competitors that ship directly from factories to customers, Lexar tests every unit in dedicated facilities, cutting the defect rate to under 0.5%—well below industry averages ranging from 5% to 25%.

This goes beyond cost-benefit calculations. A defective product generates frustration, online complaints, and lost trust. Preventing such failures is not merely operational efficiency—it is reputation management.

Lexar’s partnership with SK Hynix exemplifies this approach. The brand is the only gaming memory company authorized to display the SK Hynix logo—a mark of quality from a supplier trusted by aerospace companies and NASA. While others obscure component sourcing, Lexar embraces transparency, showing customers exactly what they are buying.

Escaping the Price War

Perhaps the most significant change was breaking free from reactive pricing. Previously, entire teams monitored competitor rates to adjust Lexar’s pricing, fueling a cycle of cuts and shrinking margins.

Today, Lexar focuses on value and reliability. In the memory storage industry, every product consists of a chip that accounts for 80% of product cost, a controller, and housing. When other memory brands offer significantly lower prices, unfortunately these low prices often indicate refurbished or compromised components. By educating partners on this reality, conversations shift from discounts to dependability.

A Case Study: Trust at the Heart of Middle Eastern Markets

The clearest expression of Lexar’s philosophy can be seen in the Middle East’s reseller ecosystem. In Dubai’s Computer Plaza, Bur Dubai, and across the bustling technology markets of Riyadh and Jeddah, relationships define business outcomes. Transactions here are not purely about specifications or discounts—they are shaped by familiarity, presence, and trust.

Lexar’s approach is simple but uncommon: leadership spends time on the ground, carrying products into shops, sitting with resellers for hours, and listening to their challenges. These engagements transform transactional partnerships into genuine alliances, building credibility in ways no marketing campaign could replicate.

The results are tangible. Partners see Lexar not just as a supplier, but as an ally invested in their growth. Presence in these markets reshapes pricing conversations, shifts perceptions of quality, and elevates Lexar from a commodity brand to a trusted benchmark.

India later provided another proving ground, particularly in its vast wedding photography industry, where storage reliability is mission-critical. But it was in the Middle East that the model was first forged—the recognition that in relationship-driven markets, presence and trust are as powerful as technology itself.

The Lexar Way

What emerged from this transformation is the philosophy known as “The Lexar Way”—a commitment to human connection, uncompromising quality, and transparent value. This also represents a fundamental departure from traditional technology company operations and a unique culture that is not imposed from the top down; it spreads through example. As technology products become increasingly commoditized, companies must find new differentiation methods beyond specifications and pricing. Lexar’s experience suggests that authentic human relationships, transparent communication, and consistent value delivery can create sustainable competitive advantages even in highly competitive markets.

Active leadership engagement in the field—meeting both major and smaller partners while introducing tailored incentive programs—serves as a powerful example, motivating sales teams to adopt and replicate this hands-on approach. While the financial rewards may be modest, the gesture conveys respect and visibility, fostering loyalty far more enduring than discounts alone.

Building on this ethos, Lexar is actively cultivating a professional community of elite photographers, videographers, and content creators across the Middle East, providing workshops and forums where creative insights are shared, collaboration is encouraged, and the next generation of talent can thrive.

Looking Ahead

The memory industry will always be defined by chips, controllers, and specifications. But in practice, long-term leadership is built on trust.

In the Middle East, Lexar has shown that genuine relationships, transparent communication, and consistent quality can break the cycle of commoditization. These principles extend to other regions, including Africa and India, demonstrating that human-centered strategies are scalable across cultures.

As artificial intelligence, automation, and digital disruption continue to reshape industries, one truth remains constant: technology may evolve, but trust endures. The Lexar Way is not just a regional story; it is a blueprint for how technology brands everywhere can thrive in an era where connection matters as much as innovation.

Every memory card holds more than a chip—it carries a promise. For Lexar, that promise is reliability, authenticity, and commitment to the people who use its products. In a market obsessed with disruption, that may be the most powerful innovation of all.

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ALIGNING TECHNOLOGY WITH THE FUTURE OF CONSUMER EXPERIENCE

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a portrait of CHesham Tantawi, ASBIS

An Exclusive Interview with Hesham Tantawi, Vice President at ASBIS Middle East

Can you tell us about the Robocafé concept and how partnerships are shaping its rollout?
Robocafé is a fully integrated ecosystem we have developed to align with today’s fast-paced lifestyle, delivering premium-quality coffee and soft beverages through advanced robotic service. Most of the units are manufactured in Poland and then brought to the region, where they are designed to provide customers with a seamless and innovative experience on the go.

We are actively building partnerships across the UAE and Saudi Arabia to introduce Robocafés in malls, educational institutes, convention & exhibition centers and other public spaces. Our vision is to make Robocafé a familiar presence in every major destination across the region. This is not just a theoretical concept, in Limassol, a relatively small city, seven Robocafés are already in operation.

Partnerships are at the very core of our strategy. We are not merely seeking customers but rather long-term collaborations built on trust, transparency, and mutual value. Every partnership involves sitting together, defining roles and responsibilities, and ensuring that both sides achieve shared success.

Could you elaborate on both the upcoming partnerships for Robocafé in the region and how similar concepts have already performed in other markets?

We are in the process of finalizing several strategic agreements in both the UAE and Saudi Arabia, with Robocafés soon to be introduced in high-traffic locations. Our ambition is to make Robocafé a visible and integral part of daily life, seamlessly blending into people’s routines.

This confidence stems from our proven track record in other markets. For example, in Limassol, a relatively small city, seven Robocafés are already operational and thriving. Locally, we launched a successful collaboration with IKEA at Festival Mall last year, which we are continuing in the upcoming winter season. Beyond IKEA, we are actively engaging with other leading partners to further expand our footprint.

How do you approach partnerships in mature markets versus emerging markets like the GCC?
Our philosophy remains consistent: we believe in strong, mutually beneficial partnerships. Whether in a mature market or an emerging one, our focus is on creating long-term relationships rather than transactional exchanges. This means working closely with partners, defining clear responsibilities, and ensuring that each party gains substantial value. It is a philosophy that transforms business relationships into genuine growth engines.

You also mentioned upcoming travels to Nigeria. What’s the focus there?

ASBIS is proud to participate in GITEX Nigeria 2025, marking a significant milestone as this event makes its debut in the region. The insights gained from GITEX Nigeria 2025 highlight a clear shift in focus and strategic priorities for the African tech landscape. We are actively exploring emerging markets across Africa, starting with Nigeria, Ivory Coast, and Ghana. While we already have strong partnerships in place, our goal is to strengthen these relationships and forge new ones. These countries represent rapidly growing economies with vibrant consumer bases, offering immense untapped potential to introduce our innovative solutions and expand our presence.

ASBIS is proud to be at the forefront of this transformation, reaffirming its commitment to customers and partners across North Africa, West Africa, and Central Africa (WECA), while amplifying its footprint and influence in this rapidly evolving landscape.

Let’s turn to gaming. It has become one of the fastest-growing industries worldwide, especially in this region. How is ASBIS approaching this sector?

Gaming is one of the most dynamic and promising verticals for us. We are focusing on developing customized gaming assembly PCs and expanding our vendor portfolio with specialized manufacturers to cover the full spectrum of gaming needs. As a distributor of components such as CPUs, hard drives, cases, and accessories, ASBIS is uniquely positioned to provide nearly 90% of what a gaming store requires under one roof.

We are also witnessing exponential growth in advanced simulators, where setups can cost between $100,000 and $150,000, complete with rigs, chairs, simulation and wheels. The surge in GPU demand has enabled hyper-realistic graphics and immersive experiences that were unimaginable a few years ago.

Importantly, gaming is not limited to the luxury segment. Entry-level PCs can start at around $500, while professional gamers may invest thousands of dollars in their setups. This diversity allows the market to cater to enthusiasts across all budgets.

Of course, supply chain challenges remain, as high demand and long lead times can cause product shortages. To mitigate this, ASBIS invests heavily in inventory, ensuring timely availability and consistency across markets. This commitment has positioned us as one of the most reliable suppliers in the region’s gaming ecosystem.

How does retail fit into your strategy, and how do you support your partners in this space?
Retail plays a critical role, particularly in gaming, where customers often want hands-on product experiences before making a purchase. We have seen retailers evolve significantly, they no longer focus solely on space but are increasingly invested in actual sales performance.

Our responsibility goes beyond supplying products. We aim to help retailers move stock efficiently, because when sales rotate quickly, everyone benefits. To support this, ASBIS has developed a dedicated training department, the only distributor in the region to do so. We provide training not only to our own teams but also to merchandisers, promoters, and even our partners’ sales staff.

A single well-trained sales manager can outperform ten untrained individuals, and this principle has become a cornerstone of our retail approach. This investment in human capital is what sets us apart as a value-driven distributor.

Beyond gaming and retail, ASBIS also represents premium lifestyle brands. Could you share more about this side of the business?

We work with globally prestigious brands such as Bang & Olufsen, widely regarded as the Dior or Louis Vuitton of the audio industry. Their offerings are synonymous with exclusivity, luxury, and design excellence.

Interestingly, we see overlap between high-end lifestyle consumers and gamers. Someone who invests thousands of dollars in elite audio equipment may also be inclined to purchase a high-performance racing simulator. This creates a unique niche where lifestyle luxury and gaming innovation converge, a space ASBIS is actively cultivating.

Finally, how do you see the channel market evolving in the GCC?

The channel market has matured considerably in recent years. Following a period of consolidation, the region has now entered what I like to call the “Years of Alignment.” Companies are increasingly aligning their strategies to grow together, creating a much more stable ecosystem.

Stability always breeds growth. With this structural clarity, we anticipate the GCC market will continue to expand steadily. For ASBIS, this means being at the forefront of an ecosystem that is not only growing but also becoming more resilient and future-ready.

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