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Toshiba renews focus on Middle East PC market

Maki Yamashita, Toshiba
Maki Yamashita, Toshiba

Toshiba has announced its renewed strategy for the Middle East, cementing its focus for the business computing market through the development of business to business (B2B) PC devices and solutions. The firm will concentrate its efforts on ensuring customers in the pan Middle Eastern region have access to its product solutions built on mobility, security and reliability.

“With over 30 years’ heritage in the business device market, solving business challenges and driving efficiencies is in our DNA. We have been present in the Middle Eastern market for several years providing advanced technological solutions through our PC offerings,” said Maki Yamashita, senior vice president, PC and Solutions EMEA, Toshiba Europe GmbH. “Our renewed focus is to grow our presence in the Middle East substantially, and ensure we are seen as a leading B2B PC business that provides innovative technology – helping businesses to address the challenges that trends such as digital transformation and the mobile workforce are presenting to them.”

According to Yamashita, businesses in the Middle East are under increasing pressure to make sure that they have the technology and processes in place to meet employee demands for flexible, secure working solutions.

Toshiba has adopted a more focused B2B distribution strategy to ensure the end-user has access to all its product solutions, with partners across the region including ABM in KSA, El Araby in Egypt, Al Futtaim in UAE, ABM in Kuwait, and Mannai in Qatar.

“We believe the investments we are making across EMEA are creating strong conditions for growing our PC business in our core regions and sectors,” adds Yamashita. “We’re confident in the strength of our renewed strategy and channel partners and are aiming for sustained growth across the Middle East.”

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