AMD AND ASBIS SUCCESS

Partnering for Success

CHRISTIAN ASSAF, SALES MANAGER, AMD, ON HOW ASBIS MIDDLE EAST HAS BEEN ITS LONGEST-SERVING DISTRIBUTOR IN THE REGION AND THE INCREMENTAL VALUE IT HAS ADDED TO ITS BUSINESS OVER THE YEARS.

“I BELIEVE THIS BECAME THE FORMULA TO OUR SUCCESSFUL PARTNERSHIP - THEIR INVESTMENTS AND CHANNEL STRUCTURE LED US TO ADAPT OUR APPROACH TO EACH MARKET, RESULTING IN MUTUAL HIGH GROWTH.”

Channel ME Partner Awards 2019 recognized AMD as the ‘Components Vendor of the Year’. Christian Assaf receives the trophy for AMD

Global components player AMD’s partnership with ASBIS goes back more than twenty years. ASBIS Middle East is the master distributor for AMD offerings for the whole region and has been the main driver for its business.

Christian Assaf, Sales Manager, AMD, says, “ASBIS Middle East is ‘the’ business for us. They have always believed in and trusted the brand from day one. The team that was dedicated for AMD business at ASBIS, resulted in the success that we enjoy today.”

ASBIS Middle East has the biggest and broadest channel reach in the whole region when it comes to distribution, says Assaf. “The distribution firm boasts widespread reach all over the region including most parts of Africa, GCC and LEVANT. Their extensive channel breadth has been the key factor contributing to the expansion of our business and the marketing of AMD as a successful vendor.”

ASBIS’ channel structure in the Middle East region has greatly facilitated in growing AMD’s channel partners.

“The investments they made with the partners themselves led to our growth. ASBIS is our master distributor and through their channel structure and our support, they created and assigned in-country distributors for AMD offerings. This helped us to have extensive in-country reach in all the markets. The approach for each country needs to differ depending on local market conditions. With ASBIS’ help, we were able to customize our strategy for each market.”

Assaf further adds that ASBIS’ in-country strategy drove the vendor to create tailor-made programs and detailed support for specific market challenges. “I believe this became the formula to our successful partnership - their investments and channel structure led us to adapt our approach to each market, resulting in mutual high growth.”

Assaf further sees ASBIS shaping the growth of AMD business in the years to come. He explains that ASBIS transformed internally a few years ago to ensure they are aligned with market changes, which has guaranteed their success.

“A few years ago, ASBIS took charge and evolved internally to adapt to the new dynamics of the market. This has been a smart move which other distribution firms have failed to do. And not surprisingly, several big names in the regional distribution space have seen a decline in their revenues because they have continued to drive their business in traditional ways.”

The IT business is extremely fast-paced, and organizations have to move faster than technology itself to adapt and change to the dynamics in order to not get left behind.

“ASBIS has effectively moved with the trends to be 100 percent involved in the market. I’m certain that such a company who has a great vision, will continue to be successful for the next 20 years. ASBIS has already structured its operations and is ready to take advantage of opportunities that advanced technologies such as AI, blockchain and the like have to offer. We look forward to further strengthen our partnership together,” concludes Assaf.

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