Microsoft appoints Aptec as first Middle East VAD

The deal will help Microsoft and Aptec to provide improved value to the specialised and solutions-oriented reseller base. The broad programme covers recruitment, training and incentives for the participating reseller base.


The new partnership will focus on the latest and most in-demand technologies in the SMB space  that include: virtualisation, unified communications (UC) and security. The VAD role is built on a unique business model with a specialised resource portfolio optimised for increasing adoption and market development of specialty solutions.


Wolfgang Ebermann, VP, SMS &P EMEA, Microsoft says Microsoft is delighted to welcome on board Aptec Distribution as the first VAD in the Middle East. “From our perspective, we are confident of their capabilities and we believe they can do a great job to represent our technology and create a centre of excellence to work with the channel to more effectively sell, deploy, support and maintain Microsoft solutions," he says.


"I am very proud that Aptec has been appointed as the first Microsoft VAD in the Middle East region. Our confidence in this partnership has led to significant investments in resources and complementary services which will propel the business opportunities for our channel partners and create exciting efficiencies for end users across the region" says Dr. Ali Baghdadi, CEO at Aptec Distribution.


Zaid Abunuwar, Director, SMS&P Gulf adds that Microsoft is pleased at appointing Aptec Distribution as the first VAD in the region. This is a great recognition of their capabilities in serving the channel with their specialised and solutions-oriented domain expertise to support SMBs in the region. “Considering their commitment and capabilities, we believe this will be a truly win-win situation for both parties and we look forward to effectively drive end user penetration and adoption through this partnership," says Abunuwar.


Bahaa Salah, MD, Aptec Distribution, says the company is delighted to become the first Microsoft VAD in the Region. “We have invested in the necessary infrastructure and we have the skill-set to deliver increasing complex technology to the market and we will work with all partners to develop their skills and specialisations in Microsoft technologies." says Salah.


With its focus on developing a comprehensive partner ecosystem, Microsoft is committed to expanding the business opportunities for its extensive partner base and delivering innovative solutions that help customers optimise efficiency and increase productivity across their organisations.


Microsoft Gulfrecently as its first value-add distributor (VAD) in the region in a move aimed at creating an enhanced and superior level of service for partners and customers in the SMB space.

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