Q & A
EDITOR ’ S
In the wake of heightened IT reliance on data security and operational efficiency , emerging market and consumer dynamics have forced distributors and resellers globally , not just in the MEA region , to steadily adjust their distribution models in a bid to keep up with the demand .
Over the last couple of years , the region ’ s software market has experienced a steady uptake as organisations continue to step up their IT capacity and preparedness , as consumers continue to demand enhanced digital experiences . For instance , IT spending in the Middle East
BOB AOUN , REGIONAL SALES DIRECTOR , MIDDLE EAST AND AFRICA , POLY
and North Africa ( MENA ) alone is projected to total US $ 171 billion in 2021 . This is an increase of 4.5 % from 2020 , according to the latest forecast by Gartner , Inc . This year , enterprise software will experience the highest growth at 14.5 %.
As a result , more distributors are also consolidating and becoming larger organisations in a bid to serve their customers better , for example , restaurants among others .
This year has been a particularly challenging year for distributors in the MENA region . Categories such as inventory management continues to be a key challenge for regional distributors , especially because there ’ s been a persistent global shortage of chipsets , which has , in turn , heavily affected the availability of products .
That being the case , the distribution industry is also increasingly witnessing a rapidly changing market landscape , which comes against the backdrop of the steady elimination of middlemen who are not adding value as more customers are now preferring digital channels that allow them to conveniently click to buy . However , this change is unlikely to affect pricing in the long run . That ’ s why IT distributors in the region are now adding more bespoke IT solutions that answer emerging needs and innovations . To enhance greater collaboration , distributors are also mooting new and stronger partnerships with IT innovators in a bid to address these emerging needs .
In an effort to stay ahead of the curve , distributors are also making sure that they have enough stock to sell while streamlining their systems to ensure that they deliver to the customer quicker .
Recognising the effects of the COVID-19 pandemic , distributors should be steadfast in prioritising data security even as consumers increasingly shift to a highly digitised and threat prone market . Remote and hybrid work models are fuelling investments in video conferencing and security solutions . Efficiency in having products throughout their supply chain logistics should also be high on their priority list because any slight inconsistencies in delivery could be catastrophic .
Despite 2020 being one of the most challenging periods in our business , we remain optimistic that the situation will improve , especially now that the COVID-19 vaccine rollout programme is gathering momentum around the globe .
With that in mind , we are now focusing on trying to be more relevant to customers by addressing their needs in terms of their work requirements , as well as making it easier for them to do business .
On the distribution front , IT distributors need to create new bundles and complete solutions for customers while making it super easy for their customers to buy . They also need to eliminate friction of product lead times by stocking new alliances and creating a bundle .
Finally , distributors now need to start making data-driven decisions that will help them create solutions that can address realtime issues . •
INTELLIGENT TECH CHANNELS Issue 46 53