ASBIS Middle East Magazine - October 2024 - GITEX Edition - 2/2
Discover the Future of Data Protection with Overland-Tandberg™ at GITEX 2024
Overland-Tandberg is thrilled to unveil its industry-leading proprietary RDX® technology at GITEX 2024. A breakthrough in data protection, RDX combines simplicity, reliability, and scalability to deliver unmatched backup and disaster recovery solutions for businesses of all sizes.
In a world facing escalating cyber threats and data loss from hardware failures and ransomware, safeguarding data is paramount. RDX® removable disk technology provides a secure, high-performance answer, engineered for fast recovery, durable design, and seamless scalability. Whether your business is an SMB or a large enterprise, RDX ensures your data is always protected—offline, secure, and ready when you need it.
Backup. Recover. Evolve. With RDX, backup goes beyond storage. Its removable media allows businesses to implement next-generation protection strategies, such as media rotation for multiple layers of security. By rotating cartridges between active backup, offsite storage, and transit, you establish a robust air gap-a critical defense against cyberattacks, ensuring your data stays safe even when online systems are compromised. RDX’s three-media rotation also meets the highest standards in disaster recovery and compliance.
We invite you to join us at GITEX and see RDX® in action.
Meet Ashish Mudgal, Regional Sales Manager – ME, for exclusive insights on how RDX can transform your data protection strategy.
Visit us at Hatta Meeting Rooms F.
For more information, explore OverlandTandberg.com or contact us at salesapac@overlandtandberg.com
About Overland-Tandberg™
Overland-Tandberg is a global leader in data management and protection solutions, serving over 100 countries with more than 5 million products shipped to corporations and governments worldwide. With over 40 years of innovation, we empower businesses to protect and manage their digital assets with confidence and ease.
Revolutionizing Video Conferencing and Room Scheduling Solutions for
booths, is excited to announce its participation in GITEX 2024, where it will unveil its latest cutting-edge mobile WorkBooth integrated with advanced Logitech devices. The integration aims to enhance the video conferencing and
need for extensive infrastructure changes. The booths are easily installed, relocated, and perfectly suited for upgrading
• Logitech Brio 705x 4K Video Camera –
• LogiDocknoise-canceling microphones. Expertly tuned speakers deliver crystal-clear sound. Instantly join any meeting by
• Logitech Tap Scheduler – This scheduling device enables employees to view room availability, book spaces on the
At GITEX 2024, WorkBooth will demonstrate its WorkBooth's seamless integration with Logitech’s worldclass devices, including: collaboration experience.
“The future of work is hybrid, and companies need adaptable solutions that enhance both inperson and remote collaboration,” said Eugen Kaufman, CEO at WorkBooth. “Our mobile acoustic pods, combined with Logitech’s technology, not only deliver exceptional video conferencing experiences, but
spaces, and even public environments. By adding Logitech’s technology WorkBooth is pushing the borders of functionality in the modern workspace.
Visitors to GITEX 2024 will have the opportunity to experience WorkBooth’s Smart pods in action at Hatta Meeting combining soundproof environments with high-end video conferencing and seamless room scheduling.
Workbooth in Index Dubai 2024
THE MOST EPYC YET
Tailoring Solutions for Data Protection and Compliance in the Middle East Market
We assess customer needs and market trends by actively engaging with clients, analyzing feedback, and monitoring industry developments. In the Middle Eastern market, we identified a growing demand for scalable, high-performance storage solutions with robust data security. As a result, we developed a successful product strategy that integrated Seagate SAN Storage with ADAPT technology. This approach provided high-capacity, reliable data solutions that addressed the region’s requirements for data protection and compliance, ultimately ensuring that our offering met the evolving demands of enterprise customers.
Recognizing the diverse technology adoption rates across the region, we tailor our offerings by segmenting the market according to industry, enterprise size, and digital maturity. For emerging businesses, we offer cost-effective, scalable Seagate storage solutions, while advanced enterprises receive high-performance Supermicro servers equipped with the latest technologies. This approach ensures that each segment receives solutions aligned with their technical capabilities and business objectives, enabling us to effectively address varied market needs.
Regulatory compliance is a significant consideration in the Middle East. We faced challenges when introducing Seagate storage solutions to a government client that required strict data residency and encryption standards. By integrating robust encryption features and ensuring that our products met regional compliance requirements, we successfully delivered a solution that adhered to regulatory expectations while maintaining performance and efficiency. This ensured the client’s data remained secure and compliant with local regulations.
Our success lies in effective collaboration with sales, marketing, and engineering teams. When launching the Supermicro server lineup tailored for AI and machine learning workloads, we ensured alignment across all teams by organizing comprehensive training, developing targeted marketing materials, and crafting a sales strategy that directly addressed enterprise clients' evolving needs. This ensured a seamless go-to-market process that resonated with our customers, aligning with broader business goals.
We stay competitive by constantly innovating based on emerging trends and customer feedback. Recently, we launched a line of AMD EPYC-based Supermicro servers optimized for CPU-intensive AI workloads, paired with high-performance Seagate storage solutions. This combination addressed the increasing demand for powerful, efficient computing and storage, demonstrating our commitment to delivering cutting-edge, tailored solutions for enterprise clients. This approach keeps our product portfolio both competitive and innovative in a rapidly evolving market
Muneer Ceebodi Product Line Sales Specialist ASBIS MIDDLE EAST
ASUS Introduces All-New
ASUS today announced its all-new line-up of Intel® Xeon® 6 processor-powered servers, ready to satisfy the escalating demand for high-performance computing (HPC) solutions. The new servers include the multi-node ASUS RS920Q-E12, which supports Intel Xeon 6900 series processors for HPC applications; and the ASUS RS720Q-E12, RS720-E12 and RS700-E12 server models, embedded with Intel Xeon 6700 series with E-cores, will also support Intel Xeon 6700/6500 series with P-cores in Q1, 2025, to provide seamless integration and optimization for modern data centers and diverse IT environments.
These powerful new servers, built on the solid foundation of trusted and resilient ASUS server design, offer improved scalability, enabling clients to build customized data centers and scale up their infrastructure to achieve their highest computing potential – ready to deliver HPC success across diverse industries and use cases.
ESC I8-E11: Ready for the latest Intel Gaudi 3 AI accelerator
Responding to the surging demand of AI training and inference, ASUS ESC I8-E11 accommodates eight Intel Gaudi® 3 AI OCP Accelerator Module (OAM) mezzanine cards, and integrates 24 industry-standard RoCE 200GbE RDMA NICs on every Intel Gaudi 3 accelerator. ESC I8-E11, powered by 5th Gen Intel Xeon processors, features a modular design that reduces cable usage, shortening assembly time and improving thermal optimization. It also boasts high power efficiency with redundant 3000 W 80 PLUS®
PSUs, ensuring reliable and sustainable power supply to offer exceptional performance, efficiency and versatility for deep-learning tasks
RS920Q-E12 and RS720Q-E12: Unleashing data for HPC
ASUS RS920Q-E12 is designed to unleash peak performance and features the latest Intel Xeon 6900 series processors, plus up to 96 DDR5 RDIMM 6400MT/s and MRDIMM Gen1 8800 MT/s per 2U system. This server is particularly suited to heavy workloads, ensuring efficient processing and data management. With advanced liquid-cooling technology to maintain optimal performance and prevent overheating, RS920Q-E12 offers stability and reliability in demanding operational environments such as HPC, cloud computing and more.
ASUS also presents RS720Q-E12, another new server with Intel Xeon 6700 series with E-cores or Intel Xeon 6700/6500 series with P-cores, engineered for maintaining high resource utilization and reliability. This server balances resources to optimize I/O throughput, simplifying storage management and offering great scalability. With optimal space utilization and efficient performance, RS720Q-E12 offers excellent performance, especially for the complex semiconductor EDA workloads.
ASUS RS720-E12 and RS700-E12 are the latest general-purpose servers, built with the modular and scalable DC-MHS architecture, providing seamless integration and optimization for modern data centers and diverse IT environments. To improve flexibility and security across different data center platforms, RS720-E12 and RS700-E12 with Intel Xeon 6700 series with E-cores or Intel Xeon 6700/6500 series with P-cores incorporate DC-SCM, a versatile baseboard management controller (BMC) module. This innovation shifts common server management, security and control features from the motherboard to a practical, modular component.
RS720-E12 is optimized for GPU support, efficiently handling demanding graphical and computational tasks. With Intel Xeon 6 processors, this server can manage multiple processes simultaneously, ensuring rapid data transfer and improving response times. The exclusive ASUS fan-bar design enhances maintenance convenience, and the optimized I/O throughput minimizes bottlenecks and improves storage and retrieval efficiency.
For effortless deployment and exceptional value, RS700-E12 provides high-speed data access and transfer rates with all-NVMe storage, multi-core processors, and large memory capacity. This server accommodates extensive data demands while maintaining swift access times, ensuring efficient multitasking, and processing of complex workloads.
Fast . Flexible. Future-Ready Wireless.
Tra n s form c o nnecti v ity with Mimo s a N e t w o r ks’ cu tting-edge wi reles s b roa d b a n d s oluti o ns. Deli v erin g fa s t , reliabl e , and a f fo rdable i n t ern e t for urb a n a nd ru ral communities ali ke , w e red e fine g lobal access wit h i n n o va t io n th a t kn o w s no bounds
P ER FORMANC E Ad va n ced W iF i Inn ova tions : Cu ttin g -e d ge fi xe d
w i rele s s s olutio n s fo r t o p-tie r, multi - acce s s b roadband .
VA LU E C o s t - Ef fe c ti ve E xcellen c e : Fibe r- li ke s pee d s wit h unbe a t a ble pri c e /per fo rmanc e .
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Exceptional Partnership: A Positive Experience with ASBIS
Our overall experience working with ASBIS has been exceptionally positive. We truly appreciate their quick response times and the high quality of their services. Over the years, they have consistently provided us with full support, making our partnership both reliable and effective. Their knowledgeable team is always ready to assist us with any inquiries, ensuring that our needs are met promptly and efficiently. This level of commitment has fostered a strong working relationship, and we look forward to continuing our collaboration with them in the future.
We appreciate most about our relationship with ASBIS is the positive attitude of their team. Their professionalism and expertise shine through in everything they do, making our interactions smooth and productive. Additionally, their quick response times demonstrate their commitment to supporting us, which has been invaluable in maintaining our operations. Overall, their approach fosters a strong and collaborative partnership that we truly value.
So far, we haven’t encountered any significant challenges when dealing with ASBIS. Their consistent and valuable service has always met our needs, and we’ve been very satisfied with the support they provide. If any minor issues have arisen, they were addressed promptly and effectively, reinforcing our confidence in their ability to deliver excellent service. Overall, our experience has been seamless, and we appreciate their dedication to maintaining a positive relationship.
A big thank you to Mr. Sajveer EA for arranging the interview. Your efforts in coordinating everything are truly appreciated, and it made the entire process seamless and efficient.
Exceptional Partnership with ASBIS: Reliable, Responsive, and Customer-Centric
My overall experience working with ASBIS has been extremely positive. They consistently deliver high-quality products and services that meet our needs. The team is professional and responsive, making communication effortless. I appreciate their commitment to customer satisfaction, which has led to a seamless partnership. Overall, ASBIS has proven to be a reliable and trustworthy partner in our business endeavors.
What I appreciate most about my relationship with ASBIS is their outstanding customer support. They are always available to assist with any questions or concerns, which fosters a strong sense of trust. Their proactive approach to problem-solving and willingness to go the extra mile has greatly enhanced our collaboration. Additionally, the professionalism and dedication of their team make working with them a pleasure. This positive rapport has allowed us to work together effectively and efficiently.
While there have been minor challenges during our collaboration with ASBIS, they were quickly resolved thanks to their responsive team. Their commitment to addressing issues promptly ensured that any concerns were dealt with efficiently. I appreciated their transparent communication throughout the process, which kept us informed and involved. Overall, these experiences have reinforced our confidence in ASBIS’s ability to handle challenges effectively. Their proactive approach has strengthened our partnership even further.
Muhammed Sajid Chief Executive Officer Grand PCD Group of Companies
Abdul Samad Chairman Grand PCD Group of Companies
Shamnad Subair General Manager DSR TECH COMPUTER
Adapting to the Diverse Networking Landscape of the Middle East
To stay ahead of industry trends and technological advancements, I actively monitor reports, attend key conferences, and engage with partners and customers to gain insights into their evolving needs.Additionally, I collaborate with manufacturers to stay informed on the latest technologies. For the Middle Eastern market, I adapt these insights to regional demands, ensuring our product strategy is aligned with cutting-edge innovations and meets the specific needs of the local market.
To address the diversity of the networking landscape in the Middle East, we take a localized approach to our product offerings and strategies.
We work closely with regional partners to understand the unique infrastructure challenges and regulatory requirements in each market. This allows us to tailor our solutions, ensuring they meet local standards and customer needs.
In my experience with a networking product launch, success relied on through market research and aligning with customer needs. Key strategies involved gathering stakeholder feedback, providing partner training, and executing a focused marketing plan, ensuring strong market adoption.
I work closely with engineering teams & Tech teams from the start to balance innovation with practical needs. Regular meetings align product features with real-world requirements, and I share client feedback to ensure seamless integration.
This collaboration ensures solutions are both innovative and practical for enterprise clients.
In a competitive market, balancing innovation with cost, feasibility, and time-to-market demands a strategic approach. I focus on customer needs and market trends, working closely with cross-functional teams to evaluate technical feasibility and ROI.
By setting priorities and managing resources efficiently, we deliver innovative solutions on time and within budget, while maintaining quality and relevance.
Habid Kadhalikattil Product Line Sales Manager ASBIS MIDDLE EAST
Efficient Inventory Management Through Technology
How do you ensure the efficient management of inventory in a warehouse handling high-value IT equipment, and what measures do you take to prevent loss or damage?
Over the years I have effectively manage high-value IT equipment inventory, we use advanced inventory management systems with real-time tracking through RFID or barcode scanning to ensure accuracy and visibility. Regular audits help maintain precision. Items are categorize based on their value and turnover rates for optimal storage and risk management. To prevent loss or damage, I enforce strict access controls, provide ongoing staff training, and integrate security measures like CCTV and alarms. Additionally, I have a comprehensive emergency response plan in place to protect valuable assets.
Can you describe a time when you implemented a new technology or system in your warehouse operations? What challenges did you face, and how did it impact overall efficiency?
The implementation of a warehouse management system (WMS) integrated with ERP software was done 10 years back. A key challenge was staff resistance to change from the old WMS to a new WMS called DCIx. To ensure a smooth transition, I organized training sessions and created an open feedback loop for Warehouse Team concerns and suggestions. This approach led to a 30% increase in order processing speed, improved inventory accuracy, and higher customer satisfaction.
Given the rapid growth of the IT sector and the need for scalability, how do you plan for and manage seasonal fluctuations or sudden increases in inventory volume?
To handle seasonal fluctuations, I analyse historical data to forecast inventory needs and create contingency plans for unexpected demand. I build flexible partnerships with suppliers and logistics providers to meet increased demand without sacrificing quality. Additionally, I implement a just-intime inventory strategy to minimize excess stock while ensuring availability during peak periods, optimizing both efficiency and responsiveness.
Dubai’s diverse workforce presents unique management challenges. How do you effectively lead and motivate a multicultural team in a warehouse setting?
Leading a multicultural team in Dubai requires cultural sensitivity and clear communication. I promote an inclusive environment by encouraging open dialogue and the sharing of diverse perspectives. Regular team-building activities help build collaboration and trust among team members. Which also ensure proper guidance and training are available in multiple languages and culturally relevant, enhancing team motivation and supporting and care control.
Describe your approach to ensuring compliance with local regulations and industry standards in warehouse operations. How do you stay updated with regulatory changes in Dubai?
To ensure strict compliance with local regulations and industry standards, I regularly conduct audits and provide staff with comprehensive training on applicable laws. I maintain a detailed checklist of compliance requirements and stay informed through industry seminars, regulatory bodies, and networking with local businesses. In addition, I subscribe to updates from local authorities and regulatory newsletters, allowing me to swiftly adapt to any changes and ensure our operations remain fully compliant and up to date.
Gurvinder Kumar Warehouse Manager ASBIS MIDDLE EAST
Convergence is the Future: Introducing the GCC Series
Amrita University is a multi-disciplinary, research-intensive, private university, educating a vibrant student population of over 24,000 and a faculty of around 1700. Considering the large size of the Amritapuri classrooms, outer areas, and more. There was also a need to implement 802.1X radius-based authentication for all faculties, students, researchers, etc. with dynamic support. In addition to the networking which included a central IP PBX, desktop phones, and intercom devices, as well as a softphone option that faculty could have on their smart devices.
It is time to take this spirit of converged technologies to the next level. What if I told you that one solution could run a business' entire communications, networking, and security platform? What if you had one all in one solution? What if that one product allowed UC partners to easily expand into networking, allowed networking partners to
Coming Soon-the GCC Series of UC + Networking Convergence Solutions
Grandstream is preparing to launch one of the most innovative and ground-breaking products we have ever developed - the GCC Series of UC + Networking Convergence Devices. Expected to launch within the next few months, our GCC Series provides an extraor-ty solutions into one platform. These state-of-the-art, one-of-a-kind devices combine the functionality of up to 5 products to provide
Overview of the GCC Series
With the GCC Series, integrators can create and manage wired, wireless, and VPN networks, provide enterprise-grade network securi-
network switches, and IP Phones, while also supporting the Wave App for desktop, mobile, and web. Ideal for small-to-medium sized businesses, the GCC Series provides an all-in-one platform that combines all business data, communication, collaboration, and securi-
Opportunities the GCC Series Will Provide
their customers, while providing end-users with one seamless, converged solution. Every organization now requires communication, converged services have been taking the industry by storm in recent years, and the GCC Series provides the ideal solution for deploying converged services.
1) UC/VoIP Partners and Providers: Add Networking and Security Services
The GCC Series allows UC/VoIP partners to expand their and to build and manage those solutions using the same device that is used to deliver UC/VoIP platforms. Not only does this allow UC integrators to provide complete communication solutions, but this also allows them to sell all the networking endpoints needed for Wi-Fi and wired networks, including Wi-Fi APs, network switches, and more.
If an integrator already provides UC, networking, and security services, the GCC Series makes it easier and more seamless than ever to deploy these solutions to customers. Integrators can now deploy all their services with one device and manage them from one interface, rather than needing separate devices, platforms, and management processes.
2) Networking Partners and Providers: Add UC/VoIP and Security Services
The GCC Series allows UC/VoIP partners to expand their
and to build and manage those solutions using the same device that is used to deliver UC/VoIP platforms. Not only does this allow UC integrators to provide complete communication solutions, but this also allows them to sell all the networking endpoints needed for Wi-Fi and wired networks, including Wi-Fi APs, network switches, and more.
4) Provides End-User Customers with a Seamless Experience
At the end of the day, all of us in the channel succeed when the end-user is happy. The GCC Series makes it easier and more state-of-the-art communication platform. By providing an all-in-one solution that combines all business data, communication, collaboration, and security needs, businesses no longer must purchase and maintain separate systems.
Phil Bowers Director Marketing Grandstream
The Middle Eastern market can vary significantly in terms of infrastructure and customer requirements. How do you tailor your storage and NAS solutions to cater to different market segments, from small businesses to large enterprises? Could you discuss a specific project where you successfully adapted your solution for a diverse customer base?
The FedExForum, home of the NBA's Memphis Grizzlies, is a bustling hub hosting over 200 high-profile events annually, including basketball games, concerts, wrestling, monster truck shows, and bull riding. Drawing in more than 1,000,000 fans each year, the arena demands a seamless and secure networking infrastructure to support vital operations such as ticketing, media, vendors and public WiFi. Recognizing the need for reliable connectivity, the FedExForum partnered with Ubiquiti to implement a robust networking solution. With UniFi's cutting-edge infrastructure providing com prehensive monitoring, management, and analytics, the arena now offers unparalleled connectivity for its guests while ensuring smooth, secure operations for event organizers and vendors alike.
At a Glance Customer Success at Scale
• 18,000+ people capacity
• 5,000+ concurrent clients
400+ UniFi Network devices centrally managed
Enhanced Network Security
• Stateful Firewall
• IPS/IDS
• Content & Domain Filtering
Premium Connectivity and Reliability
• High availability for maximum uptime
• Fast, free, and frictionless public WiFi
• Support fans, vendors, media and staff
IP TECHNOLOGY FOR THE NEW DIGITAL HOME
and this
In today's fast-paced world, leadership isn't just about holding a title; it's about making a lasting impact. True leadership-whether innate or developed-drives change, motivates people, and pushes them toward a common goal. At the heart of every successful leader is the ability to inspire and influence, and the same principles apply to businesses in dynamic industries like IT distribution.
At ASBIS Middle East, leadership and innovation go hand in hand. As one of the region's leading IT distributors, we understand that leadership, whether inherent or earned, drives success. Just like a great leader can transform individuals, effective marketing can transform an entire business landscape. And in a fast-evolving industry like IT, having a strategic, visionary approach is essential.
TheArtof Leadership
Some leaders are born with an innate ability to motivate and inspire others. From an early age, they possess the natural charisma and foresight that allows them to excel in their chosen fields. These individuals often seem destined to lead, drawing on family legacies or early successes to fuel their journey. Yet, there are others who forge their own path, rising through resilience and tenacity. They fall, they fail, but they persist. Their strength lies in overcoming obstacles, making them relatable and deeply admired by those who follow.
Both types of leaders-whether born or made-have one thing in common: their ability to make a profound impact. They set goals, inspire action, and drive transformation. At ASBIS Middle East, we embrace this philosophy, recognizing that great leadership, much like great marketing, is about connecting with people, understanding their needs, and guiding them toward a better future.
The Roleofthe Marketing Manager
As a Marketing Manager at ASBIS Middle East, you are more than just a strategist-you are a leader in your own right. Your mission is to connect our innovative IT solutions with the right customers, partners, and industries across the Middle East. From managing campaigns to shaping our brand's presence, your role will be key in positioning ASBIS as a trusted partner in the IT ecosystem.
In this role, you'll be responsible for creating impactful marketing strategies that resonate across the region. ' Whether it's digital marketing, partner engagement, or industry events, your efforts will help build lasting relationships and drive growth. The leadership skills required to excel in this role are the same ones that transform individuals and businesses-strategic vision, resilience, and the ability to inspire others.
MakeanImpact,DriveInnovation
At ASBIS Middle East, we believe that great marketing-and great leadership-can change the game. If you are a strategic thinker with a passion for technology, innovation, and making a lasting impact, we want to hear from you Join us and be part of a team that is reshaping the future of IT distribution in the Middle East, leading through collaboration, creativity, and a shared vision for success.
The future is bright, and it's waiting for leaders who can unlock growth and inspire others to follow. Apply today and take the first step toward shaping tomorrow's IT landscape with ASBIS Middle East.
Faraz Ali Khan Marketing Manager ASSIS MIDDLE EAST
