ASBIS | VOLUME

Empowering Partners to Lead

SANJA HORYLOVA, SALES DIRECTOR, VOLUME, ASBIS MIDDLE EAST, GIVES AN OVERVIEW OF THE MARKET AND HOW THE DISTRIBUTOR IS EMPOWERING ITS CHANNEL PARTNERS TO DRIVE CUSTOMERS’ TRANSFORMATION.

“WE ARE ALWAYS WORKING ON IMPROVING THE BUSINESS

AND ENABLING PARTNERS TO LEAD CUSTOMERS’

TRANSFORMATIONS.”

The regional IT channel market has evolved considerably over the years. The definition of volume or broadline business has also changed with the times. Historically, volume business has been about numbers. However, today we see several segments where quantity may not be the business driver. Sanja Horylova, Sales Director, Volume, ASBIS Middle East, says, “While the traditional business of assembling has reduced, we are now seeing different opportunities that are no longer defined by volume but by portfolio. Within the broadline segment, the new avenues for revenues are emerging by exploring different markets and catering to tier-2 set of customers.” Having been operational in the region for more than two decades, ASBIS Middle East has stood witness to the transitions the market has undergone. According to Horylova, the company has seen the transformation in the market in terms of new innovations replacing older technologies. She says, “The consumer is becoming more educated about the market changes and the potential of technology. They are more aware of how technology can impact and enhance their operations. This compels us to sell and focus not just on one product but a bundle of products. We can no longer sell only segmented products but need to work on the whole portfolio.” Horylova notes that increasingly demand for one product is pulling in demand for other kinds of products. “This is interesting, and we are encouraging our channel partners to take advantage of that.” Most of ASBIS Middle East’s vendors have been working with the distributor for years together. “We will continue to stay loyal to our vendors. They have been the pioneers in supply chain and introduce new products and segments every year. This keeps us on our toes as we then work towards growing their portfolio and reach.” Horylova says that the distributor is constantly reviewing the addition of new vendors. “We will add new vendors if it makes sense for our customers’ businesses. We attribute our success entirely to our focus. Focus requires determination and a certain path for development. This also means working with our vendors and partners even during the good and bad times.

“Currently, we are looking more to define the portfolio and segments of our current manufacturers, who are traditional firms now taking the leap of transformation,” she says. The regional distribution leader is fully equipped with the latest technologies across microprocessors, storage, memory and graphic cards and so on.

“We are always looking to match new technologies in the market. If our partners have new features that they present to their customers, we help them to deliver it in the fastest time possible and offer support for supply chain, post sales and technical know-how. We also enable and train them on how to use the products and how they can sell them further.”

She adds, “We dedicate majority of our time on awareness and training. Education is a must-have within ASBIS because we believe the knowledge has to be passed and implemented.” Partners are the lifeline for any distribution business and ASBIS has always had its channel ecosystem at the heart of its operations. “By building our partners’ capabilities and reach, we are developing ourselves. We will continue to invest time and efforts on sharing knowledge and success stories with our partners. This is part of our accountability and responsibility that we impose on ourselves. This continues to be one of our main business objectives,” Horylova explains. Over the years, ASBIS has played a significant role in addressing market challenges such as dealing with counterfeit products and grey market. “Partners continue to struggle in these areas. Having the trust and understanding of what the real price is in the market continues to be constant work and a huge challenge.” Horylova says it is neither unknown to the distributor nor is it a new challenge. “The regional market suffers greatly from these challenges. We are taking small but sure steps to counter these problems and clear the market,” she adds. Horylova urges partners to use the unique opportunity that GITEX 2019 offers to review on aspects that can be improved and to prepare themselves for the coming year. “Channel partners should spend more time in planning and learning from each month. We will focus on maintaining a close communication with our partners and suppliers throughout the year.” She encourages partners to “work, cooperate, communicate and engage” with the distributor. “We are always working on improving the business and enabling partners to lead customers’ transformations,” Horylova concludes.

Reseller ME Partner Excellence Awards 2019 recognized ASBIS Middle East as the ‘Best Volume Distributor of the Year’. Sanja Horylova receives the trophy on behalf of ASBIS.

GITEXEDITION | 15

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