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HOME REGIONS Middle East › Dell appoints Aptec as distributor

Dell appoints Aptec as distributor

by Stuart Wilson, Friday 26 September 2008

Hardware giant Dell has appointed Aptec as a certified distribution partner in the UAE, Iraq, Jordan, Yemen and GCC excluding Saudi Arabia. Under the terms of the deal, Aptec will carry Dell servers, commercial client and enterprise products, storage solutions, laptops and desktops.

Dell reckons that having Aptec on board as a Middle East distributor will allow it to expand its channel reach and engage with the SMB community, which the vendor claims are a ripe market for Dell kit and services.

Michael Collins, general manager at Dell Middle East, said: “We’re delighted with Aptec’s appointment, which is a further step towards building our channel and fulfilling SMB customer requirements. Through this partnership, Dell Middle East will work with Aptec’s regional reseller network to enhance engagement with the small and medium businesses in the region.”

“This alliance comes at an exciting time for us, coinciding with the recent launch of the new Latitude E-Family laptops, and the next phase of the rollout of our reseller partner community programme,” he added.

Aptec plans to make appropriate investments to push Dell kit and will maintain an inventory of the vendor’s products, including those enterprise products which are in continuous demand by the reseller channel.

“This is an important addition to our portfolio of products and is in line with our aim to provide our channel partners with a choice of leading-edge technology,” said Bahaa Salah, managing director at Aptec Distribution. “We are putting the right resources in place and have a clear road map towards adding value to Dell’s presence in the region.”

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