ENTERPRISE TECHNOLOGY emt Distribution moves to raise value distribution in the Middle East
emt Distribution is a value-added distributor ( VAD ) offering cybersecurity and ICT management solutions and is present in the Middle East , Asia Pacific and Europe . As an international cybersecurity and ICT VAD with offices in the UAE , Malta , Australia , Hong Kong , Singapore , Netherlands and Philippines , the distributor wants to bring its expertise to yield dividends for channel partners in the Middle East . Mohammad Mobasseri , CEO and Group Board Member , emt Distribution MEA , tells Intelligent Tech Channels , how the company is raising the value distribution game , ramping up channel initiatives and new expansion plans that will be unveiled later this year .
Mohammad Mobasseri , CEO and Group Board Member , emt Distribution MEA
TTalk us through the state of the channel market in the Middle East now ?
The channel is playing a significant role in helping technology development in the Middle East market and helping customers to evolve modern technologies and services . However , few channel partners are ready to focus on emerging technologies and somehow the legacy solutions are consuming much of their time and resources and that has led them to low profitability and slow or no growth at all . That said , there is no doubt that the Middle East channel market has enormous potential moving forward .
What has been emt ’ s focus in 2021 and how has the company navigated the COVID-19 pandemic and continue to operate in the market under very challenging business conditions ?
I am incredibly happy that we did not layoff any of our staff during the peak of the COVID-19 pandemic when a lot of companies had taken the route of downsizing . Despite a challenging business environment and climate , we also had a profitable year and this comes from various strategies that we put in place including but not limited to the following :
Geographic diversification , complete solutions and value-added services offerings , focusing on the main challenges of our customers and channel partners which was financials ! During the tough times when the pandemic forced lockdowns , we helped many organisations to reduce their IT spending from 25 % to 40 % with help of our SAM and Software Cost Optimisation services and solutions .
What is emt asking its channel partners to focus on in 2022 and why ?
The IT Industry is evolving at a rapid pace and therefore , channel partners should have yearly strategic plans too . There are many areas that are suggested in CIS report every
INTELLIGENT TECH CHANNELS Issue 48 19