EMC reshapes channel strategy for MENA region

Samir Achour, previously a technical manager within EMC Middle East, has been appointed to oversee EMC's's new channel organization across the Middle East markets. As EMC employs an indirect or channels-led strategy to serve the demand for its products and services in the region the move to more closely align EMC's channel with customer needs should have an immediate and beneficial impact.

In addition to appointing Achour, EMC Middle East is set to announce a new independent service provider to manage service, and support for EMC products across the eight-country region. In addition, due to an incompatible strategy, EMC plans to dissolve its ties with STME, to focus on both its new service provider and the deepening of its relationships with global and local Resellers in the Middle East region to serve its customers in the best way possible.

"The need for companies to manage their information cost-effectively and reliably has enabled EMC Middle East to grow its business by more than 200 percent in the last five years. In order to maintain that growth and align with changing customer needs, we are moving to a new channel strategy headed by Samir, who has seven years of experience with EMC in the Middle East,"

said Mohammed Amin, general manager of EMC Middle East.

"We are also identifying a new independent service provider with regional knowledge and reach, as well as the required focus on EMC's information systems, to address our customers' transition to information lifecycle management policies, which enable them to manage their data cost-effectively at every point from creation to disposal. This regional strategy will complement our ties with global resellers and help to secure EMC's future double-digit growth in the region," said Amin.

Customers that have acquired EMC products and services will be fully supported during this enhancement of EMC's channel strategy, through call centers, online access to experts, and direct assistance from regional EMC staff

To update customers about the benefits of its new channel strategy, EMC is launching its largest-ever regional communications campaign, including one-on-one meetings, group workshops, e-mail and telephone hotlines for any customer queries.