business
‘‘
TALKING
Halablab says that for the last couple
of years A10 Networks did not have a
dedicated plan and resources for the channel
into the region including Kuwait.
“So what we are starting to do now is have
me create this new channel programme in
the region,” he says.
“What we are starting to do is create a new
channel programme in the region, starting
from distributors to move them from box
movers to value added distributors.
Ehab Halablab. New Channel Manager for
A10 Networks
pushing for a campaign inside Kuwait and to
create new opportunities.
“
WE DON’T
WANT OUR
DISTRIBUTORS TO
BE A BOX MOVER.
operations in the Middle East region, and
more specifically Kuwait.
We discuss the country’s significant digital
progress over the last few years and it
is abundantly clear that he sees it as an
important market for A10 Networks in the
years to come.
It’s clear that he has given some significant
thought to how the company should go
about operating in Kuwait.
“In the Kuwait market we want to focus on
two areas,” he tells us. “The enterprise market
and the oil and gas market.
“We focus on four main resellers there to
draw up a business plan with them to start
www.intelligentcio.com
“Already we have nice references in the
region and customers that trust A10
Networks. They have been using A10
Networks for five or six years so in Kuwait we
have big potential.”
He cites Kuwait as one of the countries in the
region that offers plentiful opportunities but
he is also more than aware of other areas
where expansion is possible.
“We have the full Gulf region, KSA, UAE and
Kuwait. These have really big potential for
A10 Networks’ business,” he said. “Also we
have big potential in the Egyptian market
because still now Egypt is recovering and the
business is growing there so we have a very
good connection and doors we can open for
A10 Networks.
“This is to make sure that we have the right
distribution partners that are also growing
the business from hiring new potential
partners in the region that will focus on
A10 business and to move into the partner
programme where we will be focusing on the
partnership of each reseller from bronze to
gold to platinum levels.
“So the partners are focused on and
investing into A10 Networks business, so
they grow revenue and technical and sales
perspectives. And, of course, to make sure
that this business will grow by having this
reseller or this partner, opening more doors
through their customer connections in the
region to have new opportunities that they
will bring to A10.”
He mentions that in countries such as Kuwait
the company will also have its own account
managers who are creating new business in
the market that will go through the partners
and resellers in the region.
“So this is the main focus plus, of course,
we want to grow the alliance and global
partnerships of resellers like HP, Nokia
Systems, McAfee and FireEye,” he said.
“Also Levant is good but it’s still a small
market. This will be dealt with purely by the
channel but for the Gulf we have a dedicated
sales and channel team working together in
the region.” “We will be working together with our
sales team from building the channel, the
marketing and sales, at the same time
to push it together into the market in the
Middle East.
He will put a special focus on the Middle East
and the Arabic speaking countries in Africa
like Egypt and Tunisia. “We don’t want our distributors to be a
box mover, we want them to be involved
by using resources and adding value. We
don’t sell directly to partners or customers
– everything should be through our
distribution. We make sure the plan
is working smoothly and the pipeline
is healthy.” n
“What we plan now is to focus on the full
Middle East which is the Gulf, the Kingdom
of Saudi Arabia (KSA), the Levant region, plus
the Arabic speaking parts of Africa,” he said.
INTELLIGENTCIO
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