Aptec signs up for Avaya Saudi gig

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Bahaa Salah, MD for the Gulf Region at distributor Aptec, is ardent that Saudi Arabia is the next logical step in its relationship with networking vendor Avaya.

IT products distributor Aptec has expanded its distribution agreement with networking vendor Avaya for its range of SMB solutions to include Saudi Arabia.

Bahaa Salah, managing director for the Gulf Region at Aptec, says that the swelling of the agreement is indicative of the fruitful partnership that the pair have enjoyed recently.

"We already have a very successful relationship with Avaya and were recently recognised with its ‘Best SME Distributor' award for the third consecutive year," said Salah. "We already cover most of the GCC countries for Avaya and this expanded agreement is an acknowledgement of our contribution to their growth in the region."

According to the person who will be overseeing the development of the Avaya brand in Saudi Arabia, the Kingdom shows great promise for networking vendors and that this greatly improve the firm's reach.

Sabbahuddin Khan, business unit manager for networking at Aptec Distribution, said: "The addition of a large market like Saudi will further strengthen our reach. There is a huge potential for Avaya SMB solutions in Saudi and with the right partners and an aggressive strategy, we see a high success rate."

Khalid Khan, SME and alliance manager at Avaya commends Aptec for the results it has already achieved with its SMB networking products.

"Aptec has delivered solid results in the UAE in terms of revenue growth and breadth of quality channel. We are extending their SME distribution contract to cover Saudi Arabia with the expectation that the success stories of the UAE will be replicated in Saudi Arabia too," stressed Khan.

The move, if the vendor is proven accurate, should also mean Avaya will be able to continue to follow a zealous expansion path despite the current economic hardships of the market.

"We have confidence in the Aptec team, that they will help us continue growing aggressively even in this economic situation when some of our competitors are finding it hard to grow," said Khan.

Aptec's Saudi-based arm has reportedly started working closely with the firm's regional office in the UAE as it looks to drive partner recruitment and prepare to run extensive sales and technical trainings in April. Aptec Saudi will also take the reins in Saudi Arabia when it comes to aiding Avaya's SMB channel partners with sales and pre-sales support.

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