Sage to Focus on Cloud and Subscription-Based Solutions

Aaron White - Sage ME

Channel Post speaks to Aaron White, the Regional Director at Sage Middle East, about his new appointment, Sage’s presence in the region and the way forward

What is Sage’s market share in the Middle East?
Sage is the market and technology leader for integrated accounting, payroll, and payment systems, supporting the ambition of entrepreneurs and business builders. We have more than 13,000 Sage colleagues in 23 countries working with a thriving global community of over 3 million entrepreneurs, business owners, tradespeople, accountants, partners, and developers worldwide.

Sage Middle East serves the United Arab Emirates, Kingdom of Saudi Arabia, Qatar, Kuwait, Oman, Bahrain, Jordan, Egypt, Iraq, Libya, Afghanistan, and Pakistan. This is a fast-growing territory for us, as evidenced by the strong performance of Sage Middle East and Africa in the first half of the current financial year.

The Middle East delivered 23 percent growth, expanding our market share in the territory. Though we cannot give specific market share numbers, we count thousands of small, medium and startup businesses across Middle East as clients as well as many large enterprises and public sector organisations.

What marketing strategies will you adapt to increase brand awareness of the company?
Sage has embarked on an extensive brand awareness campaign in the Middle East, starting with outdoor advertising in Dubai International Airport.

In addition we have numerous initiatives in place ensuring we have a strong digital presence across multiple countries in the Middle East, with investment focussed on UAE and KSA. We support these awareness initiative with events, PR and social media activities.

What are Sage’s channel strategies for the region?
Sage’s channel strategies for the region include a streamlined, mutually beneficial partnering approach—creating more opportunities and less administration. We aim to have a simplified Sage Partner Program framework with clear engagement guidelines and requirements with joint business and marketing plans, and support infrastructures.

We are focusing on increasing demand for cloud and subscription based solutions, with New Customer Acquisition (NCA) at the forefront of our efforts. Sage is looking to develop and evolve knowledge by promoting certifications and accreditations. We focus on sharing knowledge with peers across the Sage Partner Ecosystem.

Our priority is to enable and empower our partners to support an environment that is aligned and focused on winning together.  We are actively investing in thought leadership, interactive engagement, and partner communication strategies.

How important is MEA for Sage’s overall business strategy?
As one of our fastest-growing markets, the Middle East and Africa plays a central role to Sage’s strategy for the small, medium and enterprise business sectors. Our clients are driving growth across the Middle East, catalysing innovation and prosperity, and creating jobs, so we see them as the engines of the regional economy.   

Our solutions are designed for today and the future—this incorporates accessibility, mobility, flexibility, customisation, localisation, and scalability so that organisations’ Sage solutions can grow with their businesses. Our focus on delivering software tailored to local regulatory and legal needs, as well as industry-specific requirements, is a core strength.

Sage offers expertise and business solutions for business in trading and distribution, banking and finance, healthcare, hospitality, retail, manufacturing, logistics, travel and tourism, mining, oil and gas, agriculture, pharmaceutical, telco, insurance, real estate, event management, call centres, automotive, and services sectors.