Lenovo partners with Asbis in KSA

Khaled Kamel, General Manager for Lenovo MEEP, confirmed the appointment as part of its growth strategy which is designed to raise the profile of Lenovo in the country and increase market share.

"We have been working very hard on laying the ground work to increase our brand profile and market share in Saudi Arabia, this partnership highlights our focus on Saudi customers and our confidence in Asbis,"

said Khaled Kamel.

"Being a vendor that is 100% channel oriented, it's important for us to have confidence in the entire route to market and Asbis is one of the few distributors that handles its own logistics in Saudi allowing them to control the flow of products, and serve customers in a faster and more efficient manner, a key decision making factor for us," he added.

Asbis has been present in the Middle East for the last ten years and now has 27 people working in KSA across Riyadh, Jeddah and Khobar. It previously concentrated on the components market, however over the last two years it has broadened its focus to incorporate finished products into its product portfolio as it looks to gain market share in the biggest single market in the region.

Asbis, who already work with Lenovo across 15 countries, sees huge potential for Lenovo as they concentrate on the Oil & Gas and education sector with the ThinkPad line. With the addition of the consumer focused IdeaPad line in Saudi Arabia, Asbis sees huge potential for growth in the consumer segment also as they work to develop the profitability of the channel and grow Asbis business.

"The partnership with Lenovo is an important milestone in fulfilling our strategy of adding a full suite of finished products to our existing components portfolio," said Hesham Tantawi, VP MEA, Asbis.

"Lenovo's product line is a valuable addition to our retail and SMB customers and compliments our product and service offering which focuses on reliability and innovation. We are also very excited about bringing the consumer IdeaPad line to market and see a huge potential for growth, building market share in the highly competitive yet lucrative market of Saudi Arabia," he added.

Lenovo's 100% channel oriented transactional business model means that its channel strategy is of the utmost importance in getting the right product, at the right price, at the right time to its end users.

The model is designed to serve the small to medium business (SMB) and consumer market segments, supplying these end users through a trained and experienced channel with innovative programs, unique product portfolios and a highly profitable transactional business model.