By Stuart Wilson
Future Technology has expanded its distribution agreement with communication networks kit vendor Avaya to target small and medium-sized businesses (SMBs) and extend its geographic reach in the Middle East.
Future Technology, part of the Al Yousuf LLC Group, has struck a deal with communication networks kit vendor Avaya to target SMB customers with Avaya’s IP Office all-in-one solution throughout the UAE, Algerian, Tunisia, Morocco, Jordan, Qatar, Yemen, Pakistan, Egypt and Palestine.
Future Technology previously acted as a distributor for Avaya products into UAE, Qatar and Jordan with offices in each country. To support the extension of its partnership with Avaya, 65-strong Future Technology has unveiled plans to open new offices in Egypt and Saudi Arabia in the near future.
Mato Petrusic, managing director for Avaya's SMB solutions group for Russia, central and eastern Europe, Middle East and Africa, said: “The Middle East and its growing small and medium-sized markets are very important to us. In a close co-operation with our business partners, Avaya’s aim is to be the number one supplier of communications solutions to businesses. I am confident that in a close partnership with our distributors and resellers we will achieve that goal. The new expanded partnership with Future Technology enables us to provide IP and converged solutions to SMBs customers.”
Nidal Abou Ltaif, managing director for Avaya Middle East and north Africa, added: “The new expanded partnership with Future Technology means that Avaya is today closer then ever to its SMBs customers, bringing them the latest in converged communication solutions.”
“Having the small and medium businesses adopt these technological advances will ensure a strong and more competitive private sector,” said Suhail Zain El-Deen, managing director of Future Technology. “Using the latest technology available will also help our customer cut production costs, provide a smoother and more effective communications system and better the country’s economy.”
The extension of itsagreement with Future Technology follows hot-on-the-heels of a fundamental revamp of Avaya's Middle East channel strategy that included the termination of its exclusive regional distribution agreement with Universal Solutions. While channel partners will continue to play a pivotal role in targeting the SMB sector, Avaya is now adopting a more hands-on role in serving enterprise clients and managing partner relationships.
Ivan Arrieta, VP Mediterranean, Middle East and Africa at Avaya, commenting on the changes, said: “Fifteen years ago, partners expected to get all the business of the vendor they worked with through an exclusive relationship. Times have changed and the model is now about predicting both the vendor’s and the partner’s behaviour. Partners sometimes support competing vendors. We need clear rules of engagement to stop partners from wasting time. They need to understand the customers and the sectors that they own.”
The extended deal with Future Technology delivers on this message by clearly setting out both the geographic remit and target customer base of this particular relationship. That clarity is reflected in Future Technology’s commitment to expanding its regional office infrastructure.