Sage appoints Redington Gulf as its Value-added distribution partner

In a bid to capitalize on the high uptake for automated and digitalized accounting and HR solutions in the Middle East, Sage, is actively pursuing a digital-first growth strategy in the region.

Mansoor Sarwar, Regional Technical Director at Sage Middle East

Digital transformation is emerging as one of the key trends dominating the region, according to joint research undertaken across the Middle East by Sage and International Data Corporation (IDC), the premier global provider of market intelligence. Some 76 per cent of the businesses surveyed have digital transformation projects underway, while 13 per cent are about to start, and 11 per cent are at the planning stage.

Enhancing the customer experience, improving operational efficiency, reducing costs, and streamlining processes are among the main objectives for companies embarking on their digital transformation journey. Among the top technologies that are changing the business landscape are AI and machine learning, including robotic process automation, cloud computing, and blockchain.

To meet the increasing demand for cloud-based cloud business management solutions from customers in the GCC, Sage has lately appointed Redington Gulf, a leading provider of information technology products and services, as its value-added distribution partner for small and medium business products and services.

Under the terms of the partnership, Sage can now leverage Redington Gulf’s wide distribution network to expand its presence in the Middle East and reach new markets and customers while simplifying and improving its operational processes and efficiencies.

Mansoor Sarwar, Director of Technical Services at Sage Middle East, said “The Middle East is a strategic and high-growth region for Sage, with many businesses recognizing the need to move from legacy software to smarter cloud-based solutions. Collaborating with Redington Gulf, a best-of-breed distribution partner enables us to implement our growth strategy and better serve the needs of this dynamic market.”

He added: “In line with our strategic business goals for 2020, we aim to expand our geographical footprint through deepening penetration in established markets and foraying into new ones. We look forward to benefiting from best practices that multi-tier Distribution network brings.”