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Mon 20 Jul 2009 04:39 PM

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Intel changes approach to North Africa sales

Intel has re-jigged its top tier of management in Egypt after splitting the wider North African region into separate territories

Intel changes approach to North Africa sales
Khaled Elamrawi is one of several executives to get a new role as part of Intel\s re-jig in Egypt

Intel has re-jigged its top tier of management in Egypt after splitting the wider North African region into separate territories.

The chip giant will now treat Egypt as a standalone territory, with Levant and North Africa divided into another sub-section of the Middle East.

Intel claims the move is designed to help its Egyptian team extend more dedicated support to local customers and strengthen its footprint throughout North Africa.

Egypt boasts one of the more prominent local assembly markets in the region, with domestic computer and electronics producers still accounting for a significant share of the market.

Taha Khalifa, formerly director of Intel’s Middle East, Turkey and Africa World Ahead Programme, will lead the Egyptian operation following the restructuring. The 15-year Intel veteran is an expert in emerging markets having driven a number of strategic initiatives and schemes focused on increasing broadband penetration and one-to-one computing in his previous role.

Khaled Elamrawi, who served as country manager for Egypt, Levant and North Africa when Intel approached it as a single region, will take on a revised role as the regional director for enterprise solutions in the Middle East.

Meanwhile, responsibility for the Levant and North Africa sub-territory falls into the lap of local channel chief Mohammed Amer. He has spent the past four years managing Intel’s sales and distribution channels in the region and will now focus on building the business in markets such as Algeria, Libya, Lebanon, Jordan, Morocco and Tunisia.

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