ASBIS Middle East Magazine - October 2024 - GITEX Edition - 1/2

GITEX 2024 Edition

OCT

Data Center AI Systems AMD

Leadership for AI PCs Intel

24/7 Robo Shops AROS

Partner Program Empowerment Seagate

New AI Data Cycle Western Digital

Future of Data Protection Overland Tandberg

Gen 6 Enterprise Network Optix

Global Print Security Leader Lexmark

Convergence is the Future Grandstream

Powerhouse of Professional Features Philips

New Logic of Work Logitech

Ready to Play Lorgar

C E L E B R A T I N G YEARS OF SUCCESS IN

MIDDLE EAST

HIGHLIGHTS

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active customers in 56 countries

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since 1995

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Listed on WSE since 2OO7

TABLE OF CONTENTS 01 CEO Leader of ASBIS Enterprise

02 VP ASBIS VP Talks ICT Trends and Future Plans

with Seagate 03 Anniversary ASBIS celebrated its 32nd partnership anniversary with Seagate

EPYC demo 04 AMD ASBIS introduces the AMD EPYC demo marketing server

Feedback 32 Customer Gireesh Kumar (New Trend Computer) Suchit Kumar (Chief Executive Officer)

Digital 33 Western AI Data Cycle Storage Framework

Enterprise storage empowering AI

Storage Solutions 35 Tailored Najeem Thajudeen (Product Line Sales Manager)

36 Toshiba Purpose-Built storage Solutions

Hotel Show 2024 05 The ASBIS at The Hotel Show 2024:

Security and Compliance 37 Data Naresh Peddapalli (Product Line Sales Manager)

& Cultural Relevance 06 Localization Valeriya Semeryanova

38 QNAP Enhance project efficiency with QNAP

Pebble 2 Combo 07 Logitech Logitech Pebble 2 Combo: A Must-Have for

39 Synology Protect and Manage Business Data Smartly

09 AROS AROS 24/7 Robo Shops

41 Lexar The Expert in memory solutions

Leading Innovation in Hospitality Solutions

Business Development Manager

Entrepreneurs and Remote Workers in the UAE

Perfect drink anytime, anywhere

of Hyperscale Solutions 11 Acquisition AMD to Significantly Expand Data Center AI Systems Capabilities with Acquisition

and AMD 13 ASBIS ASBIS and AMD mark 20 years of Partnership

15 Lexmark Lexmark Named 2024 Global Print Security Leader by Quocirca

reliable data protection solution

IT Solutions that Meet Modern AI Infrastructure

Demand for SSDs 42 Growing Shadi Abdulkarim (Product Line Sales Manager)

43 Kingston Find the best SSD for your data center.

We're more than a part. We're a partner.

45 Transcend

Protection both inside and out - Smaller. Still powerful.

47 Dahua

A country bus project - Dahua Memory

17 Philips Philips 49B2U6903CH Monitor with

49 Logistics Challenges

19 AOC

50 Solidigm From the Highest Capacity. To the Highest Performance.

a Powerhouse of Professional Features AGON PRO - AOC oled gaming monitors

Transparency 20 Financial Charalambos Economides (Financial Controller)

21 Seagate 24TB Highest capacities for highest demands.

Feedback 22 Customer Raees Ahamed (MicroTrans)

Akash Jain (Peripherals & Parts)

23 Seagate

Empowers Channel Partners. Making hardware AI-ready - Mohit Pandey (Head of Sales) Mozaic 3+ Real Storage Unreal Innovation.

27 Intel Empowering On-the-Go Consumers with

High Performance and AI-Ready Systems

and Market 29 Portfolio Wajahat Ali Sheikh (Product Line Sales Manager) NUC 30 ASUS Redefining Versatility and Innovation Compact and Powerful

Jaikumar. Shivani (Logistics Manager)

Tandberg 51 Overland Discover the Future of Data Protection

53 WorkBooth Video Conferencing and Room Scheduling.

55 AMD The most EPYC yet

Protection and Compliance 56 Data Muneer Ceebodi (Product Line Sales Specialist)

57 Asus Intel Xeon 6 Processor Servers

59 Mimosa Fast. Flexible. Future-Ready Wireless.

60 Customer Feedback

Abdul Samad (Grand PCD Group of Companies) Shamnad Subair (DSR tech computer)

Landscape 61 Networking Habid Kadhalikattil (Product Line Sales Manager)

62 TP-Link The Future of Enterprise Networking and Surveillance

63 Nvidia Nvidia Omniverse Enterprise Management 64 Inventory Gurvinder Kumar (Warehouse Manager)

65 Grandstream Introducing the GCC Series.

Complete Networking Solution

67 Network Optix

Build Intelligent Video Solutions. Fast.

69 Ubiquiti

Enterprise Fortress Gateway (EFG)

71 Fermax

IP technology for the new digital home

Solutions 73 VoIP Prince Gangadharan (Product Line Sales Manager)

74 UNV Pioneer and leader of ip video surveillance Excellence & Support 75 Warranty Dmitry Bondarenko (Dmitry Bondarenko)

76 Fanvil Fanvil V series - Prime Business Phones 77 Yealink Every Phone Promised, No Calling Compromised.

Next-Gen Android 13 Teams Phones

79 Sales Growth, Risk and Customer

Konstantinos Konstantinou (Credit Risk Manager)

80 Yeastar

EASY-FIRST UC Solutions

81 Lorgar

Complete Solutions, Ready to Play

83 Canyon inspiring innovation and urban culture in tech

85 AENO Cutting-edge technology accessible to everyone Solution 87 Prestigio Solutions for Business and Education

89 Loewe The star of your living-room.

Perfection in Picture and Sound

91 Pantheone Pantheone Audio Launches Obsidian Global Tech Trends 93 Empowering Yana Kananovich (Business Development Manager)

Retention, Growth & Innovation 94 Talent Yuliya Kozachok (Regional HR Manager) as a Catalyst 96 Marketing Faraz Ali Khan (Marketing Manager)

97 Meet our Management

CEO PAGE DRIVING INNOVATION & GROWTH In these fast-changing times, we have the perfect opportunity to showcase our capabilities. At ASBIS, leading the EMEA IT infrastructure charts means driving innovation through technology.

This approach resonates across all our endeavours, from our products and solutions portfolio to our new divisions, venture investments, and the social projects we proudly support.

This year, the agenda for the prestigious Global Gitex tech event is brimming with exciting highlights, from AI Technologies and Cybersecurity to Sustainability solutions and cutting-edge Consumer Robotics. It's truly inspiring to see our excellence in all these areas. We've recently launched our innovative Green Energy Solutions division, expanded our range of robotic solutions and AI-based offerings, and are actively growing our Corporate Venture Investments with a strong focus on AI technology.

ASBIS's success secret is simple: a forward-thinking team, vigilance for trends, and relentless hard work.

Siarhei Kostevitch Chief Executive Officer ASBIS Group

SUCCESS THROUGH FOCUS 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."

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.

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.

Hesham Tantawi Vice President Middle East & Africa ASBIS Middle East

ASBIS celebrated its 32nd partnership anniversary with Seagate ASBIS signed a distribution agreement in 1992, marking the start of a longstanding and successful collaboration between the two companies.

ASBIS Middle East, a subsidiary of ASBISC Enterprises PLC, a leading Value Add Distributor, developer, and provider of ICT, IoT products, solutions, and services to the markets of Europe, the Middle East, and Africa (EMEA), recently celebrated the 32-year anniversary of its distribution partnership with Seagate, a prominent manufacturer of storage solutions. Notably, Seagate was the first global IT vendor with whom ASBIS signed a distribution agreement in 1992, marking the start of a longstanding and successful collaboration between the two companies.

The anniversary event was held on the 25th of June at the Doubletree by Hilton hotel in Dubai. The event comprised several parts, including presentations by esteemed speakers such as Arnab Majumdar, the Country Manager of the Kingdom of Saudi Arabia for Seagate, who showcased the latest solutions offered

by Seagate. Additionally, Mr. Hesham Tantawi shared a summary of the principal milestones achieved by the two companies in their partnership. The event also included contributions from Mohit Pandey, Head of Sales META at Seagate Technology, and concluded with a celebratory cake-cutting ceremony.

Over the past three decades, ASBIS has delivered impressive outcomes for its partners and upheld its status as the primary Seagate distributor in the EMEA region. The collaboration has progressed from distributing standard HDD, SDD, and external drives to incorporating more intricate and advanced solutions.

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03

ASBIS introduces the AMD EPYC demo marketing server Achieve top-notch performance, scalability, and efficiency for data centers, cloud computing, and enterprise tasks ASBIS Middle East, a regional leading IT Distributor across MENA, with over 20 years’ experience in IT Distribution, and wide range of Product portfolio has announced the launching AMD EPYC demo server, offering customers in the MENA region the opportunity to test and evaluate its performance.

The unique AMD EPYC demo server features an AMD EPYC system with a powerful AMD Genoa 9454P 48-core CPU. The server is built with three Supermicro single socket nodes, providing flexibility and cost-effectiveness. Each node comes with 512 GB of DDR5 memory, ensuring sufficient capacity for demanding applications and multitasking. Additionally, the server is equipped with 6 TB of NVMe storage per node, delivering high-throughput storage solutions for fast data access and processing.

What's more, the server stack seamlessly integrates InfiniGuard, harnessing state-of-the-art data protection and recovery features to uphold the sanctity and accessibility of data. InfiniGuard enriches backup and disaster recovery procedures, providing a shield for crucial data assets against loss or corruption. With its substantial storage capacity and processing power, this server stack serves as an optimal platform for big data analytics and real-time data processing, addressing the growing demand for immediate insights and decision-making.

Furthermore, the energy-efficient design of the AMD-powered server stack positions it as a leader in sustainable IT infrastructure, making it an attractive choice for organizations looking to reduce their carbon footprint and embrace green IT initiatives.

The meticulously curated combination of these components makes the AMD server stack ideal for various use cases, including:

•

•

•

Enterprise IT: Offering robust computing power, storage capacity, and scalability to support mission-critical applications, databases, and virtualized workloads, ensuring reliable performance for enterprise IT infrastructure whether deployed on-premises or in the cloud.

Scale-Out NAS: Well-suited for scale-out NAS deployments, the server stack's high density storage capabilities and scalable architecture enable efficient storage, management, and access of large volumes of unstructured data, providing ease and reliability for organizations dealing with media files, documents, and archives.

AI-Accelerated Workloads: Optimized for AI-accelerated workloads, including machine learning, deep learning, and data analytics, the server stack leverages the computational power of AMD Genoa 9454P CPUs and NVMe storage to accelerate model training, inference, and data processing tasks, driving innovation and insights with AI technologies

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ASBIS at The Hotel Show 2024: Leading Innovation in Hospitality Solutions

ASBIS proudly participated in The Hotel Show 2024, held at the Dubai World Trade Centre in June.

This renowned 3-day event served as an invaluable platform for industry professionals to explore the latest innovations and cutting-edge solutions driving the future of the hospitality sector.

During the event, ASBIS showcased key offerings: AROS robotic solutions, Grandstream’s advanced VoIP solutions, which are revolutionizing communication within the hospitality industry, and Pantheone’s premium-quality speakers, designed to elevate the guest experience through exceptional sound quality. Attendees had the chance to engage with the ASBIS team, learn more about these innovative solutions, and explore how they can enhance operational efficiency, guest satisfaction, and overall business performance.

With over 20 years of industry excellence, The Hotel Show has long been regarded as the premier event for the hospitality sector in the Middle East. This year, the event attracted over 10,000 visitors, featured 250+ exhibitors, and hosted 110+ industry experts and speakers, making it an essential gathering for networking, collaboration, and exploring the future of hospitality technology.

ASBIS was thrilled to participate in this key industry event and looks forward to continuing to drive innovation and provide cutting-edge solutions to the hospitality sector.

PAGE 05

Localization and Cultural Relevance for Marketing Success Tailoring a sales strategy for computer accessories and video conferencing solutions in the Middle East market involves understanding the unique cultural, economic, and technological dynamics of the region. The following key strategies have proven successful in addressing specific needs and trends in the Middle East.

Localization of Marketing and Communication: Localizing marketing content, such as advertising, websites, and product descriptions, by using Arabic language and ensuring that cultural references align with regional preferences. For example, showcasing technology’s role in education and productivity during religious seasons like Ramadan resonates well. In Saudi Arabia, Valeriya Semeryanova adapting marketing materials for Ramadan campaigns led to a surge in demand for Business Development Manager ASBIS MIDDLE EAST video conferencing solutions used for virtual family gatherings, particularly during pandemic restrictions.

Addressing Mobile-First and Remote Work Trends: Capitalizing on the region’s mobile-first economy by promoting accessories like wireless keyboards, portable webcams, and noise-canceling headsets that cater to on-the-go professionals and remote workers. In the UAE, highlighting portability and compatibility of accessories with mobile devices in both digital and in-store campaigns has boosted sales, particularly for professionals working remotely or in hybrid setups.

Focus on Quality and Durability for Harsh Environments: Emphasizing product durability, as Middle Eastern countries experience high temperatures and dust conditions. Products designed to withstand such environments resonate more with local businesses and consumers. A successful tactic was promoting rugged, heat-resistant laptop accessories and robust conferencing hardware to construction companies and businesses operating in extreme outdoor conditions across Saudi Arabia and the UAE. Government Initiatives and Large-Scale Projects: Aligning sales strategy with government digital transformation initiatives such as Saudi Vision 2030 and UAE’s Smart City projects. These initiatives emphasize the adoption of advanced technology, particularly in education, healthcare, and smart infrastructure. Partnering with educational institutions and offering volume-based discounts for schools transitioning to remote or hybrid learning setups during COVID-19 helped drive sales for video conferencing hardware and software solutions E-Commerce Expansion with Regional Platforms: Partnering with major regional e-commerce platforms like Noon, Souq (now Amazon.ae), and Jumia to capitalize on the increasing shift to online shopping. Running limited-time promotions during key shopping seasons (e.g., Dubai Shopping Festival) for computer accessories like webcams and microphones on these platforms resulted in significant spikes in sales.

ASBIS showcased the latest product lines from top tech giants, which offers a range of cutting-edge tech solutions and products.

PAGE 06

Logitech Pebble 2 Combo: A Must-Have for Entrepreneurs and Remote Workers in the UAE As entrepreneurship continues to thrive in the UAE, Logitech has unveiled its latest productivity solution for the region's growing community of remote workers, entrepreneurs, and digital nomads-the Pebble 2 Combo.

Combining sleek design with innovative functionality, the Pebble 2 Combo (Pebble Mouse 2 M350s and Pebble Keys 2 K380s) is built to support the fast-paced, dynamic work environment that defines the Middle East's entrepreneurial landscape.

With UAE’s push toward becoming a global hub for startups and small businesses, the demand for portable, reliable, and stylish tech solutions has never been greater. Logitech’s Pebble 2 Combo addresses this need, offering a lightweight, ultra-quiet, and efficient keyboard and mouse duo that fits seamlessly into any workspace—whether at home, in a coworking space, or on the go.

Available for both Mac and Windows, the Pebble 2 Combo is designed for entrepreneurs who work from anywhere, anytime. Weighing only 415g for the keyboard and 76g for the mouse, this portable kit allows business professionals to slip it into their bags without adding bulk. Its minimalist design and low-profile keys ensure smooth typing while taking up minimal desk space, making it ideal for small workstations or shared coworking spaces—key locations in the UAE where the co-working culture is booming.

In an environment where focus is key, the Silent Touch Technology in the Pebble 2 Mouse removes 90% of click noise, ensuring minimal distractions during meetings, client calls, or focused work sessions.

Entrepreneurs and remote workers can now operate smoothly in public spaces, such as cafes or shared offices, without disrupting those around them—an essential feature in today’s fast-paced, connected world. Understanding the need for seamless transitions between multiple devices, Logitech has equipped the Pebble 2 Combo with Easy-Switch technology, allowing users to connect up to three wireless devices and switch between them effortlessly. Whether toggling between a laptop, tablet, or smartphone, entrepreneurs can stay connected and efficient, increasing their productivity. The Bluetooth connectivity also ensures wide compatibility, providing the freedom to work with devices of choice—Mac, PC, tablet, or smartphone.

In alignment with the UAE’s sustainability goals, the Pebble 2 Combo is made using recycled plastic, reflecting Logitech’s ongoing commitment to reducing environmental impact. Additionally, the Pebble 2 Keys boasts an impressive three-year battery life, while the Pebble 2 Mouse offers a two-year battery life with auto-sleep mode, minimizing the need for frequent replacements and offering a sustainable option for eco-conscious professionals.

Understanding the need for seamless transitions between multiple devices, Logitech has equipped the Pebble 2 Combo with Easy-Switch technology, allowing users to connect up to three wireless devices and switch between them effortlessly. Whether toggling between a laptop, tablet, or smartphone, entrepreneurs can stay connected and efficient, increasing their productivity. The Bluetooth connectivity also ensures wide compatibility, providing the freedom to work with devices of choice—Mac, PC, tablet, or smartphone.

In alignment with the UAE’s sustainability goals, the Pebble 2 Combo is made using recycled plastic, reflecting Logitech’s ongoing commitment to reducing environmental impact. Additionally, the Pebble 2 Keys boasts an impressive three-year battery life, while the Pebble 2 Mouse offers a two-year battery life with auto-sleep mode, minimizing the need for frequent replacements and offering a sustainable option for eco-conscious professionals.

As the UAE continues to encourage flexible work policies and the rise of startups, the Pebble 2 Combo provides the perfect tech companion for entrepreneurs who value flexibility, efficiency, and portability.Whether working from a business hub in Dubai, setting up shop at a coworking space, or catching up on emails at a local cafe, this combo offers convenience without compromising on performance. The Logitech Pebble 2 Combo is now available across the UAE for AED 270, offering exceptional value for entrepreneurs and remote workers looking for an affordable, high-performance keyboard and mouse solution.

For more information, please visit www.logitech.com.

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AROS 24/7 Robo Shops: Perfect drink anytime, anywhere AROS 24/7 Robo Shops offer significant benefits by eliminating costs associated with employees (employee turnover and continuous training), renting, and staff-related losses. Additionally, they enable fast scalability, easy franchising, and centralized control. With good location, ROI under 1 year! The setup is straightforward: simply plug into an electricity source and start earning money.

AROS 24/7 Robo Café emphasizes achieving the perfect shot of espresso Filip Felczak and barista quality coffee every time by using the Victoria Arduino espresso Business Development Manager machine, portafilter and perfect temperature and pressure. Cold or hot. Four AROS types of milks (lactose, lactose-free, almond, soy and many other) and up to 6 types of syrups (caramel, hazelnut, honey, glucose, mint, vanilla) creates versatility.

AROS 24/7 Robo Bar with soft drinks, can serves a drink under 20 seconds and up to 4320 cups a day. We can include one or two tap towers for more flavors making it ideal for businesses in the foodservice industry. Draught tap beers of up to 3 different ones – IPA, Stout, Lager.

AROS 24/7 Draught Beer guarantee Perfect Serve each time and possibility to have up to 8 taps. To maintain the quality we keep required by producers conditions! We store Stout at temperature 7-12°C (45-55°F). Dispensed through specialized pipelines with pumps to ensure smooth and even filling of the glass. Lagers are stored at a temperature of around 3-7°C (37-45°F) to preserve their refreshing taste. We take care of low level of carbon dioxide to preserve freshness. We keep the best storage conditions for Ales around 10-13°C (50-55°F) to preserve their aroma and flavor. AROS 24/7 Draught Beer can serve up to 180 beers per hour.

Each AROS 24/7 Robo Shop features 700 cups of different sizes and up to 160L of water to be fully autonomous also it can be converted to use a permanent water supply with Osmos filter.

Truly autonomous.

Size matters. The AROS 24/7 Robo Shops are available in various sizes, from compact 1-meter solutions to full-sized 2-meter Robo Café. This clean, COVID-free, and consistent solution requires no customer education. Perfect solution for high traffic places like airports, amusement parks, malls, food courts, train stations, business centers, hospitals - both indoors and outdoors, around the clock.

Cloud platform management systems - AROS 24/7 Robo Shops is centrally controlled. Stocks, usage, replenishment, payments – everything in one place. Mobile, Tablet, PC web interfaces for owner, service person and reseller.

Predictive maintenance scheduling based on usage. Refill and service Robo Shop in under 45 minutes.

Robo Shops Monitoring 24/7 product sales analysis, revenue analytics, and performance statistics.

Menu Configurator and Price Management Platform. Upload your images, manage prices, add special offers, happy hours, adaptive pricing.

Targeted Advertising with Digital Signage and traffic analytics. Digital signage monitors traffic analysis by gender, age, mood/emotion linked to sale. GDPR compliant.

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AMD to Significantly Expand Data Center AI Systems Capabilities with Acquisition of Hyperscale Solutions Provider ZT Systems Strategic acquisition to provide AMD with industry-leading systems expertise to accelerate deployment of optimized rack-scale solutions addressing $400 billion data center AI accelerator opportunity in 2027 • • •

ZT Systems, a leading provider of AI and general purpose compute infrastructure for the world’s largest hyperscale providers, brings extensive AI systems expertise that complements AMD silicon and software capabilities Addition of world-class design and customer enablement teams to accelerate deployment of AMD AI rack scale systems with cloud and enterprise customers AMD to seek strategic partner to acquire ZT Systems’ industry-leading manufacturing business Transaction expected to be accretive on a non-GAAP basis by the end of 2025

SANTA CLARA, Calif., Aug. 19, 2024 (GLOBE NEWSWIRE)-AMD (NASDAQ: AMD) today announced the signing of a definitive agreement to acquire ZT Systems, a leading provider of AI infrastructure for the world’s largest hyperscale computing companies.

The strategic transaction marks the next major step in AMD’s AI strategy to deliver leadership AI training and inferencing solutions based on innovating across silicon, software and systems. ZT Systems’ extensive experience designing and optimizing cloud computing solutions will also help cloud and enterprise customers significantly accelerate the deployment of AMD-powered AI infrastructure at scale.

AMD has agreed to acquire ZT Systems in a cash and stock transaction valued at $4.9 billion, inclusive of a contingent payment of up to $400 million based on certain post-closing milestones. AMD expects the transaction to be accretive on a non-GAAP basis by the end of 2025.

“Our acquisition of ZT Systems is the next major step in our long-term AI strategy to deliver leadership training and inferencing solutions that can be rapidly deployed at scale across cloud and enterprise customers,” said AMD Chair and CEO Dr. Lisa Su. “ZT adds world-class systems design and rack-scale solutions expertise that will significantly strengthen our data center AI systems and customer enablement capabilities. This acquisition also builds on the investments we have made to accelerate our AI hardware and software roadmaps. Combining our high-performance Instinct AI accelerator, EPYC CPU, and networking product portfolios with ZT Systems’ industry-leading data center systems expertise will enable AMD to deliver end-to-end data center AI infrastructure at scale with our ecosystem of OEM and ODM partners.”

“We are excited to join AMD and together play an even larger role designing the AI infrastructure that is defining the future of computing,” said Frank Zhang, CEO of ZT Systems. “For almost 30 years we have evolved our business to become a leading provider of critical computing and storage infrastructure for the world’s largest cloud companies. AMD shares our vision for the important role our technology and our people play designing and building the computing infrastructure powering the largest data centers in the world.”

Following transaction close, ZT Systems will join the AMD Data Center Solutions Business Group. ZT CEO Frank Zhang will lead the manufacturing business and ZT President Doug Huang will lead the design and customer enablement teams, both reporting to AMD Executive Vice President and General Manager Forrest Norrod. AMD will seek a strategic partner to acquire ZT Systems’ industry-leading U.S.-based data center infrastructure manufacturing business.

The acquisition of ZT Systems marks the latest in a series of investments by AMD to significantly strengthen the company’s AI capabilities. In the last 12 months, in addition to increasing organic R&D activities, AMD has invested more than $1 billion to expand the AMD AI ecosystem and strengthen the company’s AI software capabilities.

Additional Transaction Details

The transaction has been unanimously approved by the AMD Board of Directors. The acquisition is currently expected to close in the first half of 2025, subject to certain regulatory approvals and other customary closing conditions.

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THIS IS WHY

OFFICIAL DISTRIBUTOR

Other product names used herein are for identification purposes only and may be trademarks of their respective owners. PID# 242462450-HA

ASBIS and AMD mark 20 years of Partnership ASBIS Group, a leading IT distribution company, has enjoyed a solid and long-standing partnership with AMD, a global technology leader specializing in the development of semiconductor products and technologies. This partnership has endured for 20 years since the distribution agreement was signed, demonstrating the strength of their collaboration.

During the preceding two decades, a partnership characterized by broad and productive cooperation and synergy has developed between ASBIS and AMD, resulting in mutual benefit. This partnership has thrived, encompassing over 40 countries in the EMEA region and featuring an extensive range of vendor products.

These products include processors for desktop PCs, servers, and workstations, as well as Radeon PRO Graphics. “Advanced Micro Devices (AMD) has been an invaluable strategic partner to ASBIS, forming an integral part of our business infrastructure for the last two decades. Our partnership has been leveraged to achieve remarkable success, and together, we have catalyzed significant advancements in the technology industry.

As a dynamic duo, we continue to drive Omar Fakhri, Corporate Vice President, AMD with Yuri Ulasovich, Chief Operational Officer, ASBIS innovation and transformation in the sector. ASBIS takes immense pride in being a reliable distributor for AMD, and we are committed to supporting AMD in all its developmental endeavors. The long term strategic partnership between AMD and ASBIS is a testament to our mutual success and shared vision. Together, we strive to elevate the industry and strengthen its foundations.

Martin VRBA, Senior Business Development Manager

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Introducing the New Philips 49B2U6903CH Monitor with a Powerhouse of Professional Features like Thunderbolt 4, Busylight, Webcam Autoframing and Much More.

This new Philips monitor showcases combined productivity and connectivity that make it an ideal asset in a professional work environment. The monitor brings a bunch of new features along with it that aid collaboration in the modern digital workplace: A large 48.8-inch screen, 5120 x 1440 DQHD resolution, a powerful webcam, and more.

Connected for the Professional Work Environment The star features of the Philips 49B2U6903CH are those that pertain to its occupational functionalities and its connective features are what make it shine: The Thunderbolt 4 port on the Philips 49B2U6903CH feature łŏĻĻġľŊł üÿöüֿľâłġēŏŊÿġĚ ŧÿÞâġ ½ĚÞ ġŻâľł ęŏēŊÿֿłŊľâ½ę Ŋľ½ĚłĻġľŊ õġľ Þ½ÿłŮ Øü½ÿĚÿĚö֦ Ŋüâľâ×Ů ę½ĐÿĚö ÿŊ ½ üÿöüēŮ versatile feature for optimum connectivity.

With features like the Adjustable Webcam with Autoframing, noise-canceling mic, and Busylight, this makes collaboration from all corners of the world an easier task. By activating all three features mentioned above, the ~üÿēÿĻł Ԟԣ Ԝ ԠԣԚԝ B Ø½Ě ½ÞčŏłŊ ÿŊł Ũâ×ؽę ŧÿâŨ Ŋġ žŊ ½ēē Ļ½ľŊÿØÿĻ½ĚŊł ŨÿŊüÿĚ Ŋüâ õľ½ęâ ½ĚÞ ÿŊ ×â ŊÿēŊâÞ ×½ØĐ ½ĚÞ õġľŊü ×Ů ԝԚ Þâöľââł õġľ ŏēŊÿę½Ŋâ ſâŭÿ×ÿēÿŊŮ ½ĚÞ ØġęõġľŊ ÞŏľÿĚö ēġĚö ęââŊÿĚöł֣ In addition to these facilitating occupational features, the Philips 49B2U6903CH’s Busylight feature serves its ĻŏľĻġłâ õġľ ĻľġõâłłÿġĚ½ēł ŨġľĐÿĚö ÿĚ Ŋüâ ł½ęâ ġżØâ ½ł ÿŊł õŏĚØŊÿġĚ ÿł Ŋġ ØġęęŏĚÿؽŊâ ŨġľĐÿĚö łŊ½Ŋŏłâł֣ ł ½ matter of fact, the Busylight, which is located on the top of the webcam, can sync with Microsoft Teams statuses ½ĚÞ Ũÿēē âŻâØŊÿŧâēŮ ŊŏľĚ ľâÞ ŨüâĚ Ŋüâ łŊ½Ŋŏł ÿł ŊŏľĚâÞ ġĚ ‫×׊‬ŏłŮ‫ ׋‬ġľ ‫׊‬Þġ ĚġŊ ÞÿłŊŏľ×‫֣׋‬

Increase Productivity with Smart KVM The Smart KVM feature integrated into the Philips 49B2U6903CH monitor is ideal for switching between sources ½ĚÞ ſġŨÿĚö Ŋüľġŏöü łâŧâľ½ē Ŋ½łĐł֣ Ů łÿęĻēŮ ĻľâłłÿĚö Ŋüâ ‫ ׊‬Ŋľē‫ ׋‬ĐâŮ Ŋüľââ Ŋÿęâł֤ ŏłâľł Ø½Ě łÿęĻēŮ ęġŧâ Ŋġ ½ ÞÿŻâľâĚŊ łġŏľØâ֣ ÞÞÿĚö ġĚ Ŋġ Ŋüÿł ęġĚÿŊġľ‫׍‬ł ĻľġÞŏØŊÿŧÿŊŮ֤ Ŋüâ ē½ľöâ Ԟԣ‫ ׋‬ screen replaces a dual monitor setup and provides a seamless, ġĚâֿłØľââĚ ŨġľĐſġŨ֥ EŊ ÿł ēÿĐâ ü½ŧÿĚö ŊŨġ Ԝԡ‫ ׋‬ԛԠ֥ԣ ŏ½Þ B% monitors side by side.

The Philips 49B2U6903CH is also equipped with the Earphone Hook located on the monitor’s bezel: It is a convenient storage option for any headset when away from the desk.

Additional Features for the Philips 49B2U6903CH Diving further into the Philips 49B2U6903CH’s array of features, some additional items on its spec list truly make it shine, like its immersive curved frame and DisplayHDR 400 ØâľŊÿžØ½ŊÿġĚ ½ł Ũâēē ½ł Ŋüâ WġŨ ēŏâ Mode with Flicker-Free and a height-adjustable stand for an all-around excellent monitor designed for the modern professional workday

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Enhancing Financial Transparency and Control Through Strategic Tactics A variety of tactics applied in phases are needed to ensure financial transparency and accuracy.

First, we physically verify every shipment to make sure that the large numbers of inbound shipments are appropriately recorded. To make sure the quantity of goods received matches the purchase orders, all pallets and boxes are opened, tallied and verified. Thereafter, items are divided into groups, and tags are affixed to the boxes based on the model of each item. They are then registered as received in our warehouse and scanned. Every day at the end of the working day, the logistics manager makes sure that the commodities received physically in Charalambos Economides the warehouse match what is recorded in the accounting records. In addition, Financial Controller ASBIS MIDDLE EAST finance personnel who were not involved in the process of receiving the products in the warehouse conduct periodic stock counts. This segregation of duties strengthens our internal controls and minimizes the risk of fraud or error. To support this process, it was essential to install a proper accounting system along with an internally developed software, which is essential for tracking inventory quantities in real time. With respect to various revenue streams, we have automated revenue recognition procedures. More precisely, when a sales invoice is generated, it will automatically be mapped to the relevant account in the accounting records (Sales of goods/sales of services/warranty).

This has been achieved by educating the concerned employees to allocate the appropriate SKU (stock keeping unit) for each model that is received. Also, when it comes to compliance with IFRSs (international financial reporting standards) we have allocated separate SKUs for revenues that should be recognized over time (as opposed to revenues recognized on a point in time) to ensure that the income is recognized only when all the aspects of IFRS15 are complied with.

One instance where we implemented a financial control system was the rollout of an automated VAT invoice for the portion of our revenues that are subject to VAT. Prior to implementation we faced challenges in ensuring the correct format of the invoice and to decide on a case-by-case basis the VAT treatment of each invoice. The challenge was to integrate multiple systems, to ensure consistency across departments and ensure that the employees are trained to be updated with VAT legislation. We also needed to ensure that the VAT process was automated to reduce manual intervention and errors.

To overcome these difficulties, we established a warehouse where all goods subject to VAT were recorded upon receipt. The recognition of the items in that warehouse was done by the employees after them being educated appropriately on the subject. As soon as the item was recorded in this warehouse, the sales invoice (when issued) was automatically processed and compliant with all aspects of VAT legislation. After implementation, we saw a significant improvement in both efficiency and accuracy. This process also eliminated manual errors and contributed towards accurate VAT reporting. This experience highlighted the importance of collaboration between departments, training and phased implementation of new financial controls.

One of our key duties is to ensure that we have sufficient liquidity to meet our liabilities when due both under normal and stressed conditions. To achieve this, we implemented a weekly cash flow forecast, which allows us to monitor expected cash inflows and outflows in real time. Additionally, the previously mentioned internally designed software is essential for verifying all financial parameters associated with working capital management, including payables days, inventory turnover ratio, and receivables turnover ratio. Consequently, it is a tool that aids in negotiating credit conditions with our clients and suppliers and aids product line managers in their thoughtful acquisition of new inventory.

Finally, our company’s strong performance has enabled us to secure facilities from local and international banks in the UAE. So, to conclude, effective working capital management on one hand and strong performance on the other, contributes to keep liquidity and at same time, being able to scrutinize the market for new product lines and investing opportunities. One example of maintaining this balance, was the opportunity to invest in robotics sector. By analysing the expected market needs, we were able to order the correct quantities from the vendor, such that we ensure liquidity on one hand and on the other hand to be able to start capturing a market share on this business sector.

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Customer Feedback Strengthening Success: A Two-Decade Partnership with ASBIS Our experience with ASBIS has been exceptionally positive, marked by a rewarding partnership spanning over two decades. This long-standing relationship has been built on mutual respect and a deep understanding of the IT distribution industry, allowing us to thrive and grow together.

What stands out most in our relationship with ASBIS is their proactive approach to engagement across all levels of our organization. We benefit greatly from regular strategic meetings with ASBIS’s senior management, who not only listen to our challenges but also provide valuable insights into new business opportunities. Their advice on product and market opportunities empowers us to be well-prepared and responsive to market demands.

Dealing with ASBIS has been largely smooth, but like in any long-term partnership, occasional challenges arise. A significant aspect of our relationship is ASBIS's

Raees Ahamed Managing Director MicroTrans

approach to inventory management-they advise against overstocking, which helps us maintain a healthy cash flow and reduce risks associated with slow-moving inventory. In instances where inventory issues occur, ASBIS works closely with us to resolve these issues efficiently. This supportive approach has greatly bolstered our confidence and trust in ASBIS as a key distributor.

Microtrans LLC is today one of the fastest and largest growing IT wholesaler in the Middle East From its humble beginning in 2004, Microtrans LLC has emerged as one of the leading IT wholesaler of quality IT products to Middle East, Africa, CIS, Asia And Europe.

Microtrans LLC was founded by Mr. Raees Ahmed in order to cater to the fastest growing IT segment in the overall region, he and his team brings with them vast experience of handling various vendors at distribution level, having personal one to one relation with all vendors has enabled us to take conscious decisions based on the relevant information on stocking, pricing trends, newer products, thereby also guiding all our partners at a much faster pace about the latest trend.

A Strong Relationship Built on Trust and Collaboration Our overall experience with ASBIS has been highly positive. They offer the right product portfolio, competitive pricing, and, most importantly, a responsive and accessible team. Whether it's the account manager or the brand manager, their team is always available and ready to collaborate, which makes working with them seamless.

What we appreciate most about ASBIS is their accessibility and support. The team, from the account manager to the brand manager, is always just a call away, making communication and problem-solving easy. Their portfolio and pricing are well-suited to our needs, which has been a major factor in our successful partnership.

Akash Jain

Sales Director

Peripherals & Parts

We've had occasional challenges the staple of business if you would. Minor issues like stock availability or pricing issues, but these have been minor and easily resolved. ASBIS has always been responsive and proactive in addressing any concerns, ensuring that issues are sorted out promptly without impacting our operations.

Our relationship with the ASBIS account and brand managers is crucial to our success. They are not just suppliers; they act as partners who understand our business needs. Their accessibility and willingness to work with us make a significant difference in how we manage our inventory, pricing, and customer expectations. This strong relationship has helped us grow and adapt to the market’s demands efficiently.

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Seagate Partner Program Empowers Channel Partners Our experience with ASBIS has been exceptionally positive, marked by a rewarding partnership spanning over two decades. This long-standing relationship has been built on mutual respect and a deep understanding of the IT distribution industry, allowing us to thrive and grow together.

At Seagate, Seagate Partner Program1 (SPP) ensures that channel partners have a deep understanding of an company’s products and technologies. This expertise translates into more confident and effective service delivery, whether providing technical support, making informed sales recommendations, or implementing complex storage solutions.

SPP modules are specifically designed to cater to different roles within the channel partner organizations, including engineers, sales professionals, and field professionals.

This role-specific track ensures that each team member can perform their job with the Mohit Pandey of Sales highest level of competency and effectiveness. Secondly, customers are more likely to Head ME, Turkey & Africa, Seagate Technology trust and value certified partners and demonstrate a high level of proficiency with the products they are selling or supporting which leads to higher customer satisfaction and loyalty, as clients feel assured that they are receiving knowledgeable and professional service. Certified partners are often seen as more credible and capable in the industry. This distinction helps them stand out from competitors and can be a decisive factor in winning new business opportunities.

With Seagate Partner Program, partners are guided towards “solution selling” so they understand and address the specific needs or bottlenecks of customers, and that’s a differentiating value add, rather than solely promoting a product or service.

The most significant factor contributing to the success of channel partners is their clear understanding of their target customer segments, their ability to meet customer needs, and the necessity to stay ahead of the competition by offering superior solutions. Success comes from not only deciding what to do, but also from deciding what not to do. As technology becomes increasingly complex and cloud services change how services are delivered, partners who take on too much across many different areas instead of focusing on specific areas may risk losing the chance to build essential capabilities to stay relevant to their customers.

Finally, a positive endorsement from a technology vendor has a significant impact on the credibility of a channel partner with the end customer. Partners who strategically manage their relationships with vendors tend to outperform their peers greatly.

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Making hardware AI-ready Seagate is eyeing building 50-terabyte storage in an age where artificial intelligence is gaining prominence.

The rise of artificial intelligence is having a huge impact on all sectors, sparking off a new wave of disruption and innovation.

But one area that is crucial for AI systems is the server and hardware technology that it runs on.

Without this solid backbone infrastructure, the instant feedback that we get from tools such as ChatGPT and other AI tools that rely on an array of large language models simply wouldn’t be possible. Here, companies such as Seagate are playing a critical role, heralding in a new generation of hardware that can take on these demands.

Mohit Pandey - who is the Head of Sales for the META region at Seagate Technology - recently explained the significance of this by highlighting how Seagate is aggressively moving towards a world where 50 terabytes of storage capacity HDDs for servers and cloud centres will become a reality, bolstering the capacity of hard drives on the market.

“We changed the game by bringing 30 terabyte drives to the market, and we’re not stopping there. This innovation, which we call MOZAIC 3+, sets a new standard in storage capacity,” Pandey explained.

Mozaic-enabled hard drives are the world’s most efficient hard drive storage, capable of lowering acquisition and operational costs while increasing productivity. With Mozaic’s increased areal density, customers can store more data without increasing consumption of space, power or natural resources. Seagate launched Mozaic 3+ earlier this year with the aim of giving enterprises more room to scale for emerging applications and explosive data growth.

The hardware further allows data centres to more affordably retain and leverage more data for analytics, archiving, content delivery, and disaster recovery - and begin to close the currently gap between data created and data stored.

Pandey said the roadmap intends to scale up this hardware tech in the months and years to come. “Plus, it will evolve into MOZAIC 4, 5, and much more. We have a roadmap that extends to 50 terabytes of storage capacity,” he added.

Why 50 terabytes is a key milestone

As Pandey explains, this ultimate pivot towards a 50-terabyte world will have major benefits for technologies such as AI. “All the data generated by new technologies like AI, machine learning, and Internet of Things (IoT) needs to be stored somewhere, and ultimately, that's on a hard drive,” said Pandey.

“At Seagate, we are increasing the areal density of our drives, which means that we can store more data in the same physical space. This innovation significantly reduces the total cost of ownership,” he added.

In practical terms, Pandey explained that this means businesses and consumers can store more data at a lower cost per terabyte. This reduction in storage costs makes it more affordable to handle the vast amounts of data generated daily, enabling greater use of advanced technologies in our everyday applications and business transformations.

“Ultimately, it allows for greater innovation and efficiency across various industries,” Pandey concluded.

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Surveillance Data Storage in the Age of AI As connected digital devices replace standalone analog devices, they are generating vast amounts of data that allow us to improve systems and processes. Eventually, Big Data and AI metadata will be as critical as the introduction of electricity. By 2025, an average connected person will interact with connected devices - computers, mobile devices, smart TVs etc. – nearly 4,800 times a day: one interaction every 18 seconds.

Data analysis is expected to grow substantially in the next few years. IDC estimates the amount of data generated worldwide that is subject to data analysis will grow by a factor of 50 to 5.2 zettabytes by 2025, with the amount of data that is “touched” by cognitive systems growing by a factor of 100 to 1.4 zettabytes in that same time.

This virtual flood of data pave the way for a new set of technologies including machine learning and artificial intelligence (AI). All this data can be analyzed to introduce unique user experiences and mitigate potential risks, opening up a whole new world of business opportunities.

AI-Driven Security Enhancements With data from AI-enabled security systems, important tasks can be completed, such as, traffic flow management among connected vehicles to prioritize traffic protocols for emergency vehicles, detecting fraud in real time, or employing facial recognition to improve security at sporting venues. With the data gathered from AI systems, manufacturers can recognize operational efficiencies in production lines and can make immediate adjustments.

Medical staff at hospitals can recognize unusual trends in a patient’s health and take action to reduce mortality.

Retailers can better understand their customer’s behavior as well as peak hours for foot traffic.

Proactive Security with AI

From a security standpoint, AI transforms ultra-high-resolution video from a reactive tool used for postincident investigation into a proactive tool that enables pre-emptive action. AI helps security integrators and end users identify specific events and triggers in footage, such as a blue bike riding south or a grey-haired man walking towards a building with a dog. This capability allows for more accurate alerts and forensics, significantly reducing the time required to analyze and act on video data manually.

Seagate’s SkyHawk™ Surveillance Drives

From a video storage solutions perspective, Seagate’s SkyHawk™ surveillance drives stand unmatched in high capacity, optimised firmware, and a reliability workload rating of hundreds of terabytes per year.

Designed for DVRs and NVRs, SkyHawk drives are fine-tuned for 24×7 workloads, supporting up to 64 HD cameras and up to 32 AI streams.

These drives feature SkyHawk Health Management for monitoring drive health, providing prevention, intervention and recovery from potential data loss due to unexpected physical damage from vandalism or natural disasters.

Deploying purpose-built SkyHawk drives with advanced technologies ensures optimal drive reliability and performance, supporting both video streaming and AI analysis. This deployment results in the best possible total cost of ownership (TCO) and delivers valuable, actionable intelligence, enhancing storage capabilities while reducing maintenance and service calls. The outcome is increased customer satisfaction and loyalty, along with higher profit margins for integrators.

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Today’s consumers are increasingly creating, connecting, playing and learning on the go. They need a system that offers exceptional performance, long-lasting battery life, no compromise application compatibility and enhanced security - and one that can take advantage of AI hardware thanks to broad software enablement.

Intel Core Ultra 200V series processors are the most efficient Intel family of x86 processors ever. They were designed with all of that above in mind, delivering low-power leadership for AI PCs with up to 50% lower package power1 and up to 120 total platform TOPS (tera operations per second) across central processing unit (CPU), graphic processing unit (GPU) and neural processing unit (NPU) to deliver the most compatible and performant AI experiences across models and engines. The fourth-generation NPU is up to 4x more powerful than the previous generation and is ideal for running sustained AI workloads while remaining energy-efficient. Industry-leading platform TOPS are activated in more than 300 AI-accelerated features enabled by Intel’s work with over 100 integrated software vendors (ISVs) and developers as part of its AI PC Acceleration Program.

The new processors deliver efficient and exceptional core performance through fine-tuned power management, completely rearchitected Performance-cores (P-core) optimized for performance per power per area. And Intel’s most powerful Efficient-cores (E-cores) to date are now able to contain more workloads, ensuring cool and quiet performance.

Intel Core Ultra 200V series processors mark the debut of Intel’s new Xe2 graphics microarchitecture that delivers a significant leap in mobile graphics performance with 30% average performance uplift2.The built-in Intel® Arc™ GPU includes as many as eight new 2nd Gen Xe -cores, eight enhanced ray tracing units, support for up to three 4k monitors, and new built-in Intel® Xe Matrix Extensions (Intel® XMX) AI engines with up to 67 TOPS to power creative applications and boost gaming performance thanks to enhanced XeSS kernels.

Intel Core Ultra 200V series processors will power the industry’s most complete and capable AI PCs with more than 80 consumer designs from more than 20 of the world’s top manufacturing partners, including Acer, ASUS, Dell Technologies, HP, Lenovo, LG, MSI and Samsung.

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Do what you do

Intel® Core™ desktop processors will do the rest Juggle complex programs without slowing down

Enjoy immersive streaming

Phone: +971 4 8863850 E-mail: marketing@asbisme.ae www.asbisme.ae

Create faster with dedicated performance

Strategy for a Comprehensive Product Portfolio and Market-Driven Innovation We, at ASBIS, are trying to maintain broad product portfolio being in partnerships with leading industry suppliers. This facilitates and contributes to successful implementation at ASBIS of a one-stop shopping concept As mentioned above, we, at ASBIS, pay a great deal of attention to maintain healthy products portfolio covering all major business segments. To ensure that, we carefully track and analyze market trends and demands across all business segments on the market place.

We maintain close contacts with our vendors who provide all the latest information and development plans on their current and upcoming product line-ups. We always closely cooperate with vendors in efforts to lead new product launches in

Wajahat Ali Sheikh

Product Line Sales Manager ASBIS MIDDLE EAST

the region making sure we stay on front edge of all technology advancements This includes building up healthy stocks to ensure availability by the time when new products are introduced by our vendors We also take part in all major forums, conferences and other similar type of events which are good platforms for sharing information and discussing all the latest innovations and industry trend.

We are closely following all market trends. We also carefully analyze customer demands. Based on that, we effectively work with all our vendors to ensure we keep healthy level of inventories to be able to address all demands as fast as possible.

We maintain close ties with customers, talk to them and meet them regularly, facilitate and participate in most open forums, exhibitions and other industry events where people share opinions and discuss the needs and market trends. Based on that, we adjust our product strategies and tactics to stay in line with what is happening on the market

ASBIS hosted an engaging and insightful gathering, bringing together industry leaders and partners to explore the innovative ASUS NUC, mini PC lineup. The discussions were inspiring, showcasing the exciting possibilities for collaboration and growth

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Customer Feedback Outstanding Customer Service and Timely Deliveries

I wanted to share my positive experience working with ASBIS. The team has been professional and knowledgeable, providing excellent customer service and support. Their product availability and timely deliveries have been crucial for our operations.

Overall, it’s been a pleasure working with ASBIS, and I look forward to our continued partnership.

What I value most about our relationship with ASBIS is their unwavering professionalism, outstanding customer service, and dependable deliveries.

Their expertise and support have been crucial to our success

Gireesh Kumar

Chief Operating Officer New Trend Computer

We encountered a few challenges with ASBIS, but they were resolved quickly and effectively by their team.

ASBIS: A Partner Committed to Mutual Success

Personally, my experience working with ASBIS has been incredibly rewarding.

From the start, they’ve shown a strong commitment to building a solid partnership, which has made collaboration smooth and productive. I appreciate their professionalism and the way they approach every project with a clear focus on mutual success. It’s rare to find a partner that not only understands your business needs but also actively works to create opportunities for growth What I appreciate most about my relationship with ASBIS is the trust and transparency we’ve built over the years. Asbis has always been straightforward in their communication, and that’s something I value greatly.

The level of support

Suchit Kumar

Chief Executive Officer TEXUB

they provide is outstanding, whether it’s offering insights into new markets or addressing immediate concerns. ASBIS genuinely feels like an extension of our team, and their willingness to go the extra mile makes a real difference in how we operate.

Like any business relationship, we’ve had our share of challenges, particularly when coordinating across different regions. However, ASBIS has always approached these issues with a solution-oriented mindset. I remember a time when we faced some logistical hurdles, and the way ASBIS quickly addressed the situation with clear communication and proactive adjustments really stood out to me.

Their ability to remain flexible and responsive is something I deeply respect.

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Western Digital Introduces New AI Data Cycle Storage Framework to Help Customers Capture the Value of AI Company Aligns Growing Portfolio of Enterprise-Class SSDs and HDDs to Support Key Workloads Within the AI Data Cycle Fueling the next wave of AI innovation, Western Digital (NASDAQ: WDC) today introduced a six-stage AI Data Cycle framework that defines the optimal storage mix for AI workloads at scale. This framework will help customers plan and develop advanced storage infrastructures to maximize their AI investments, improve efficiency, and reduce the total cost of ownership (TCO) of their AI workflows.

AI models operate in a continuous loop of data consumption and generation – processing text, images, audio and video among other data types while simultaneously producing new unique data. As AI technologies become more advanced, data storage systems must deliver Mohammed Owais Director - Middle East the capacity and performance to support the computational loads and speeds required for Sales Western Digital large, sophisticated models while managing immense volumes of data. Western Digital has strategically aligned its Flash and HDD product and technology roadmaps to the storage requirements of each critical stage of the cycle, and today introduced a new industry-leading, high-performance PCIe® Gen5 SSD to support AI training and inference; a high-capacity 64TB* SSD for fast AI data lakes; and the world’s highest capacity ePMR, UltraSMR 32TB* HDD for cost-effective storage at scale.

“There’s no doubt that Generative AI is the next transformational technology, and storage is a critical enabler. The implications for storage are expected to be significant as the role of storage, and access to data, influences the speed, efficiency and accuracy of AI Models, especially as larger and higher-quality data sets become more prevalent,” said Ed Burns, Research Director at IDC. “As a leader in Flash and HDD, Western Digital has an opportunity to benefit in this growing AI landscape with its strong market position and broad portfolio, which meets a variety of needs within the different AI data cycle stages.”

“Data is the fuel of AI. As AI technologies become embedded across virtually every industry sector, storage has become an increasingly important and dynamic component of the AI technology stack,” said Rob Soderbery, executive vice president and general manager of Western Digital’s Flash Business Unit. “The new AI Data Cycle framework will equip our customers to build a storage infrastructure that impacts the performance, scalability, and the deployment of AI applications, underscoring our commitment to deliver unparalleled value to our customers."

Growing Suite of Enterprise AI Storage Solutions for Compute- and Storage-Intensive Workloads The new Ultrastar DC SN861 SSD is Western Digital’s first enterprise-class PCIe Gen 5.0 solution with industry leading random read performance and projected best-in-class power efficiency for AI workloads. With capacities up to 16TB, it delivers up to 3x random read performance increase versus the previous generation with ultra-low latency and incredible responsiveness for large language model (LLM) training, inferencing and AI service deployment. In addition, the low power profile delivers higher IOPS/Watt, reducing overall TCO. The increased PCIe Gen5 bandwidth addresses the growing needs of the AI market for high-speed accelerated computing combined with low latency to serve compute-intensive environments of AI. Built for mission-critical workloads, the Ultrastar DC SN861 provides a rich feature set, including NVMe® 2.0 and OCP 2.0 support, 1 and 3 DWPD, and a 5-year limited warranty1. The Ultrastar DC SN861 E1.S is now sampling. The U.2 will begin sampling this month and will begin volume shipments in CQ3’24. More details on E1.S and E3.S form factors will follow later this year.

Complementing the Ultrastar DC SN861, is the expanded Ultrastar DC SN655 enterprise-class SSD range designed for storage-intensive applications. The new options for the U.3 SSD will reach up to 64TB, driving higher performance and capacity for AI data preparation and faster, larger data lakes. These new DC SN655 variants are now sampling. More details about the drives will be released later this year when volume shipments begin.

Western Digital is also now sampling the industry’s highest-capacity, 32TB ePMR enterprise-class HDD to select customers. Designed for massive data storage in hyperscale cloud and enterprise data centers, the new Ultrastar DC HC690 high-capacity UltraSMR HDD will play a vital role in AI workflows where large-scale data storage and low TCO are paramount. Leveraging proven designs from generations of highly successful products, the new 32TB drive delivers unbeaten capacity with seamless qualification and integration for rapid deployment, while maintaining superior dependability and reliability. More details about the drive will be available later this summer.

“Each stage of the AI Data Cycle is unique with different infrastructure and compute requirements. By understanding the dynamic interplay between AI and data storage, Western Digital is delivering solutions that not only offer higher capacities but are also tailored to support the extreme performance and endurance of next-generation AI workloads,” said Soderbery. “With our growing portfolio, long-term roadmap and constant innovation, our goal is to help customers unlock the transformative capabilities of AI.”

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Tailored Storage Solutions for the Middle East: A Strategic Approach In the Middle Eastern market, storage needs are shaped by rapid digital transformation and the growing demand for data security. To stay ahead, we closely monitor industry trends, customer feedback, and local developments. By maintaining strong relationships with channel partners and end-users, we identify shifting demands early. For example, the rise of cloud and hybrid storage solutions has been a game-changer. We adapted by expanding our portfolio to include scalable, cloud-compatible products that meet the needs of both enterprise and SMB customers. This strategic shift allowed us to capture market share from competitors who were slower to react, positioning us as a leader in flexible storage solutions across the region.

Najeem Thajudeen Product Line Sales Manager

ASBIS MIDDLE EAST Compliance with regional regulations is a top priority, especially when dealing with data storage and security. We work closely with local authorities and legal teams to ensure that our products meet each country’s regulatory requirements. For instance, when introducing a new line of encrypted storage devices, we had to navigate different data protection laws in countries like the UAE and Saudi Arabia. By customizing our solutions to comply with each country’s regulations, we ensured smooth market entry. Our partnerships with local specialist were also key in overcoming logistical and regulatory hurdles, helping us successfully launch the product while maintaining compliance across the region.

We segment our storage solutions into three main categories: enterprise, mid-market, and SMB. For enterprise clients, performance and scalability are the focus, while SMBs often prioritize cost-efficiency without sacrificing reliability. Our product development emphasizes modularity, allowing us to offer customizable solutions that cater to a broad range of requirements. For example, our NAS (Network-Attached Storage) systems can scale from basic setups for small offices to high-performance configurations for large enterprises. We balance performance and cost by leveraging economies of scale and using tiered storage options, ensuring that each customer gets a solution tailored to their specific needs.

In the Middle East, supply chain management involves careful coordination with global and regional suppliers to ensure timely delivery. We use real-time demand forecasting and inventory management systems to keep stock levels optimized. During the COVID-19 pandemic, we faced significant supply chain disruptions due to factory shutdowns and shipping delays. To mitigate this, we diversified our supplier base and increased inventory buffers for high-demand products. By strengthening our relationships with logistics partners and leveraging alternate shipping routes, we were able to minimize delays and meet customer demand despite the global supply chain challenges.

We have a structured approach to gathering feedback through customer surveys, direct partner meetings, and user groups. This ensures that we are continually improving based on real-world use cases. One example is when our partners highlighted a need for faster, more secure remote access to our NAS systems during the pandemic, as many clients shifted to remote work. In response, we accelerated the development of a cloud-integrated feature that allows secure, high-speed access to files from any location. This update not only met the immediate needs of our customers but also gave us a competitive edge in the remote work solutions space.

Innovation is central to staying competitive in the rapidly evolving storage industry, especially in the Middle Eastern market where digital transformation is accelerating. Our approach to innovation is multi-faceted, combining a deep understanding of customer needs, continuous market analysis, and a commitment to leveraging emerging technologies. The first step in innovation is listening-gathering insights from customers, partners, and industry trends. We maintain an open feedback loop with end-users and channel partners to understand pain points and identify areas for improvement. This feedback informs the development of tailored solutions that solve specific regional challenges, such as data security and cost-efficient scalability

We also place a strong emphasis on collaboration.

Innovation thrives in cross-functional teams, where product management, sales and marketing work together. This ensures that new ideas are not just technically feasible but also aligned with market demand and business goals. Furthermore, We explore new technologies such as AI-driven analytics, cloud integration, and hybrid storage solutions. We adopt these technologies to build future-proof, scalable, and secure storage systems that cater to diverse market segments-from SMBs to large enterprises.

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Ensuring Data Security and Compliance in the Middle East Promotion of Hybrid Cloud with NAS Solutions: A recent technological trend you might have successfully leveraged is hybrid cloud integration with NAS systems.

As businesses in the region shift towards cloud adoption for scalability and remote access, you could have bundled solutions that integrate local NAS storage (QNAP, Synology) with cloud-based services (e.g., AWS, Azure) for backup, DR, or long-term archival.

Integrating NAS with RDX and TAPE technology; Its smart approach to provide businesses with robust, scalable, and reliable storage solutions. Combining these technologies enables a comprehensive data protection strategy that meets both short-term storage needs and long-term archival requirements. Here's how you might prioritize and leverage this: For example:

Naresh Peddapalli

Product Line Sales Manager ASBIS MIDDLE EAST

Hybrid Cloud Storage for Backup & Disaster Recovery: Offering NAS solutions that support hybrid cloud setups, allowing businesses to keep mission-critical data on-premises while backing up to the cloud. This meets the need for cost-effective disaster recovery (DR) and data management, without heavy investments in full-cloud infrastructure.

NAS+RDX+TAPE: Financial sector, where data retention policies are strict, you could offer a NAS+RDX+TAPE solution. The NAS provides fast access to transactional data, while RDX handles daily offsite backups. For regulatory compliance, TAPE can be used to store data for the required 7-10 years at minimal cost. This strategy addresses both the performance needs and compliance-driven requirements of clients in industries that need secure, long-term storage.

Ensuring that storage and NAS solutions meet local regulations and industry standards across different countries in the Middle East is crucial, particularly in industries like finance, healthcare, and government, where data protection and privacy are paramount. Regulatory frameworks such as GDPR (for international data), the UAE Data Protection Law, and sector-specific regulations often demand strict data governance, security measures, and compliance with retention policies. vendors like QNAP, Synology, and WD to ensure that their products comply with international standards such as ISO 27001 (information security) and GDPR, and you collaborate with them to ensure region-specific adjustments to meet local laws in Middle Eastern countries.

Ensuring that storage and NAS solutions meet local regulations and industry standards across different countries in the Middle East is crucial, particularly in industries like finance, healthcare, and government, where data protection and privacy are paramount. Regulatory frameworks such as GDPR (for international data), the UAE Data Protection Law, and sector-specific regulations often demand strict data governance, security measures, and compliance with retention policies. vendors like QNAP, Synology, and WD to ensure that their products comply with international standards such as ISO 27001 (information security) and GDPR, and you collaborate with them to ensure region-specific adjustments to meet local laws in Middle Eastern countries.

Security & Compliance: Middle Eastern enterprises often have strict compliance requirements. By offering NAS solutions with features like SFTP, encryption, and local data residency options, you've aligned with both security needs and compliance mandates in sectors like finance and healthcare.

Solution: On-Premises NAS with Encryption , RDX for Backup and TAPE for Archival , Automated Data Retention Policies, Auditing and Logging Features By integrating feedback from compliance-sensitive customers, you've likely driven product development toward more regulatory-focused solutions that can cater to various sectors across the Middle East, aligning with both local and international standards

SMBs in less developed regions: Simple NAS setups that work with existing infrastructure, including basic broadband or 1GB networks, can make a big impact Large Enterprises in developed areas (e.g., UAE): Advanced setups that leverage fiber-optic networks with 10GB+ performance, integrated with hybrid cloud for additional scalability One of the best examples would be the solution you provided for incremental backup, where the client had 1.4 TB of expected growth over two years and required high scalability.

You suggested a 684 TB NAS solution with the option for incremental storage expansion to meet their future needs. By integrating 10GB fiber network capability, the solution offered the necessary speed and bandwidth for handling heavy data loads, ensuring scalability and performance. You added RDX for frequent backups, ensuring quick data recovery for daily operations, and TAPE for long-term archival and compliance storage, addressing the client’s data retention needs

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Thunderbolt™ 4 NAS. Designed for creators and small studios

The TVS-h874T, powered by an Intel® Core™ i9 16-core/24-thread processor with 64 GB memory, Thunderbolt 4, 2.5GbE ports, integrated graphics, and PCIe Gen 4 slots, is perfect for collaborative online video editing and sharing.

Secure NAS data with air-gapped network isolation for backups QNAP’s Airgap+ feature uses a logically isolated network to achieve efficient, convenient, and secure backups for enterprises and the media and entertainment (M&E) industry.

Private network (for backup protection)

Public network (for external access) Import

QHora Router Airgap+ SSD

High-speed connection

Thunderbolt 4

Isolated environment

Backup NAS

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Synology® Showcases Comprehensive IT Solutions That Meet Modern AI Infrastructure Demands at GITEX 2024

Explore Secure Data Storage, Data Backup & Recovery, and Surveillance Dubai, United Arab Emirates - Synology, a leading provider of comprehensive enterprise solutions, has announced its involvement in the 2024 GITEX Global event.

Synology will showcase its latest products and solution developments at Stand H8-40, Hall 8, in three dedicated zones, covering its cutting-edge secure data storage and management, data security, and comprehensive smart surveillance system.

Michael Chang, Regional Manager of Synology, said “AI and digital transformation have become inevitable for businesses as data demands are growing rapidly. Synology solutions are tailored to meet the evolving needs of today’s enterprises.”

Secure enterprise data storage: With the rapid advancements in AI, the demand for data storage and management have become inevitably critical. At GITEX, Synology showcases solutions tailored to different data storage and management needs, including PB-level storage, scalable units for future expansion, all-flash servers for high-performance environment, and more. Advanced built-in tools like Immutable Snapshots and Write Once shared folders are demonstrated at the event for businesses to enhance data protection against threats such as ransomware by simply having a single NAS server.

Data backup & disaster recovery: Aside from data storage and management, data protection solution is also highlighted at Synology’s GITEX booth this year. Synology offers a comprehensive suite of data protection solutions designed to provide full protection for Windows, Mac devices, Linux PCs, virtual machines, and even SaaS applications such as Microsoft 365 and Google Workspace. To further protect data across multiple locations, Synology also showcases the upcoming data protection appliance, Active Protect Backup Appliance, providing centralized platform to monitor multiple backup servers and advanced data protection features like source deduplication and air-gap. Synology is positioned as a leader in the data management and protection, while also contributing to the broader discussion on the future of technology.

One-stop surveillance solution: Besides protecting crucial business data and providing recovery solutions, Synology also offers scalable, and cost effective end-to-end surveillance solution to help enterprises safeguard physical assets. This includes intelligent surveillance, a streamlined multi-site deployment Surveillance Station, and highly scalable storage solutions or TV wall setups. Additionally, with the Synology Camera, which offers high-quality, reliable 24/7 recording and built-in AI-powered recognition, organizations can detect people, vehicles, and space intrusions. For large-scale surveillance deployment, Synology also offers solutions like centralized management system for multiple servers and camera list import. All the features are demonstrated at the booth for businesses looking for modern surveillance solutions. “We invite all organizations, channel partners, and industry associations to visit us at the Synology booth. Synology aims to showcase latest innovations while leveraging the event to strengthen our presence and expand our business footprint across the region. This is a great opportunity to understand how our innovative technologies can benefit your business and drive future growth.” Said Michael Chang, Synology Regional Manager.

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Meeting the Growing Demand for SSDs in the Middle East The Growing SSD Market in the Middle East: Opportunities for ASBIS Middle East As technology continues to evolve, the demand for faster and more reliable storage solutions is on the rise. SSDs have emerged as a pivotal component in this transformation, offering superior performance compared to traditional HDDs. For ASBIS, which partners with leading SSD brands such as Kingston, Transcend, Lexar, Dahua, Solidigm, and Seagate, the Middle Eastern market presents a wealth of opportunities.

A Booming Market

Shadi Abdulkarim

Product Line Sales Manager ASBIS MIDDLE EAST

The Middle East is experiencing a digital revolution, fueled by increasing internet penetration, a growing tech startup ecosystem, and significant government investments in smart city initiatives. According to recent market research, the SSD market in the region is expected to grow substantially over the next few years. Factors such as the rise of cloud computing, big data analytics, and the IoT are propelling the demand for high-speed data storage solutions.

Key Drivers of Growth

Rapid Digital Transformation: Businesses across various sectors are embracing digital transformation. From retail to healthcare, organizations are transitioning to digital platforms that require faster data access and processing. SSDs, with their high read and write speeds, are essential for enabling these transitions.

Gaming and Content Creation: The gaming industry is flourishing in the Middle East, driven by a young, tech-savvy population. High-performance SSDs are crucial for gamers who demand quick load times and seamless gameplay. Similarly, content creators require robust storage solutions to handle large files, making SSDs a preferred choice.

Increased Demand in Enterprise Solutions: As companies invest in data centers and cloud infrastructure, the demand for enterprise-grade SSDs is rising. Brands like Kingston and Seagate are leading the way with reliable products designed for heavy workloads and continuous performance.

Competitive Landscape

The Middle Eastern SSD market is characterized by intense competition, with several brands competing for market share. Our partnerships with established names provide us with a diverse portfolio to cater to various customer needs, from consumer-grade products to enterprise solutions.

Additionally, the region's unique market dynamics—such as fluctuating prices and varying consumer preferences—require distributors to be agile and responsive. Offering localized support, competitive pricing, and expert guidance can set a distribution company apart in this competitive landscape.

Building Stronger Partnerships

For us, fostering strong relationships with our brand partners is crucial. By understanding their product offerings and aligning our distribution strategies, we can effectively market SSDs to businesses and consumers alike. Furthermore, investing in marketing initiatives and educational campaigns can help raise awareness about the advantages of SSDs over traditional storage solutions.

By focusing on quality products, customer support, and innovative marketing strategies, we can play a vital role in shaping the future of data storage in the region. The opportunities are vast, and the time to act is now.

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Find the best SSD for your data center As data centers rely more on solid-state drives (SSDs), selecting the right SSDs can significantly affect server performance, cost, and lifespan. With numerous options, buyers need to ask key questions to ensure they choose SSDs suited to their needs. Here are six essential considerations:

Capacity: While more capacity is often better, buyers should balance cost against their current and future storage needs.

Over- or underestimating can lead to wasted resources or performance issues.

Performance: With technologies like AI and IoT requiring high performance and low latency, ensure SSDs can handle the workload with suitable read/write speeds and low latency for peak activity.

Compatibility: SSDs must work with your existing systems. Verify if your setup supports M.2 NVMe or 2.5-inch SSDs and check for potential adapter or expansion needs.

Endurance: Data centers with heavy, 24/7 use need SSDs built to last. Drives with high endurance ratings and technologies like wear leveling and overprovisioning help ensure longevity and consistent performance.

Security: Data centers handling sensitive information, like financial or medical data, should prioritize SSDs with encryption to meet strict security regulations. For general use, standard security measures may suffice.

Brand Support: Choose a reputable brand offering strong customer support and long warranties. This can save money and reduce headaches if troubleshooting or replacements are needed.

Considering these factors—capacity, performance, compatibility, endurance, security, and support—helps ensure you select the right SSDs for optimal data center performance

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Navigating Logistics Challenges in the Fast-Paced IT Industry: Strategies for Success The complexities of logistics and distribution in a fast-paced IT industry are very demanding where we have deadlines to meet, its time bound which requires accuracy and swift approach. In order to manage this I always apply a very proactive approach alongside with a blend of factors like coordination, communication, precision and adaptability .Given the high-value and sensitive nature of IT components we use end-to-end visibility using advanced tracking systems. This ensures real-time monitoring. We also work closely with specialized transport partners, freight Jaikumar.Shivani Logistics Manager agents who understand the intricacies of handling IT components. Thus, ASBIS MIDDLE EAST ensuring secure packaging and safe transit. Flexibility is key, as IT demands can shift rapidly while ensuring that equipment reaches its destination on time and in pristine condition.

Optimizing the supply chain process is very dominant for any business module. We did one project, whereby we streamlined a supply chain process by implementing “a just-in-time inventory system” for a customer who was facing rising warehousing costs. We optimized the order schedule based on forecasts from customer along with our inhouse analysis on trends with regard to certain SKUS by reducing excess stock and minimizing lead times. Additionally, we have our interface called IT4 Profit which was integrated with customers that led to automated order processing, reducing manual errors and speeding up procurement cycles. The result was a 15% reduction in operational costs and improved overall supply chain efficiency. This not only saved money but also improved the client's ability to respond swiftly to market changes. Other Techniques which we do use are “cross dock shipping”.

Learning - Developing - Executing are significant factors for any growth and evolvement of an Individual. Being up to date with trends is essential in any work environment which is crucial in today’s fast-paced industry that evolves so rapidly. I do regularly attend industry conferences, listen to pioneers of industry on online forums, engage with thought leaders in logistics & technology industry and like to discuss the same with my peers. This direct interaction with peers and leaders in the field allows for real-time learning and sharing of insights. Courses on emerging technologies such as blockchain technology and AI in logistics has boosted my application in day-to-day task. In my past & current roles, I have applied these techniques by introducing AI-driven demand forecasting for enhanced transparency in supply chain transactions. These innovations significantly boosted our operational accuracy and security.

In UAE we have multicultural environment which definitely needs effective and open communication which is built on cultural sensitivity and adaptability. Networking is an essential tool for professional growth and staying informed about industry advancements.

This ensures that all team members and partners are aligned on objectives and timelines. I also encourage the use of clear, concise language and the adaptation of collaboration tools that support multilingual communication. We do have Regular training at our work place on cross-cultural awareness which further enhances understanding. This inclusive approach fosters stronger relationships and smoother coordination, as we respect and acknowledge the cultural nuances of each stakeholder.

Disruptions, delays and shortages are inevitable.

This we need to be apprehend in advance. The key is to be prepared by having a backup plan to counter such disruptions which means to have a contingency plan always in place. One must always maintain a robust risk management framework, which includes diversified supplier bases, automate operations to reduce errors and speedy response. In the event of delays, me and my team work closely with logistics partners to expedite deliveries. Additionally, we should leverage technology for real-time visibility, allowing us to quickly identify issues and implement corrective & remedial actions. Being calm, focussed, proactive and coordinating with all stake holders helps in minimizing downtime and keeping customer satisfaction high. In the end this is the goal of any Logistics and supply chain.

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