Alexander Malienko, Business Unit Director Middle East & Africa, Dynabook GmbH in conversation with Channel Post MEA elaborates their plans to showcase their latest laptops optimised for B2B and education sector at this year’s GITEX.
What are the plans for Dynabook to be part of GITEX 2021 and why is it important for the company to be part of the show?
We are delighted to be returning to GITEX in 2021, the most important technology showcase in the Middle East & Africa region, together with our parent company, Sharp. We all know that personal relationships are vitally important in a region like the Middle East, so we are very excited to be able to meet our partners, customers and the media face to face after almost two years of travel restrictions making such interactions impossible.
We have been building a dedicated regional team to drive our expansion plans, as well as having signed PC DealNet as our authorised distributor in some key markets. Therefore, now is the perfect time to introduce our full team to our peers in the industry and to seize any relevant opportunities to boost our exposure in sectors including education, healthcare, manufacturing, energy (oil and gas) and SME, to name a few.
What products or solutions will you be exhibiting throughout the weeklong technology show?
We will be presenting our latest range of business laptops, from the ultra-lightweight, premium Portégé units with 11th Gen Intel Core vPro processors, to the new Tecra A40-J and A50-J designed for the modern professional. All engineered to exceed Intel’s exacting new Evo classification, meeting Microsoft’s strict Secured Core device requirements to ensure resistance to current and future cyber-threats, and with precision engineered full magnesium chassis tested to demanding MIL-STD 810G standards, our devices are ideally suited to the new hybrid workplace models.
We will also showcase some of our innovative solutions that integrate the latest technology and design to overcome modern business challenges. For example, our Windows-based Edge computing device, the dynaEdge DE-100 together with the AR100 smart glass wearable gives front line workers a complete head mounted display and camera, designed specifically to optimise efficiency with the benefit of hands-free working.
We will also have a display dedicated to our work with the education sector, which has emerged as one of the fastest growing categories given the greater need for home learning solutions created by the pandemic. Our purpose-built Satellite Pro E10-S, which was specifically designed for students, from its robust build to its lower price positioning, will doubtless be well received at the show.
Finally we will have the world’s first Windows collaboration display by Sharp.
Which are the major trends influencing the consumer IT market in the Middle East?
Our focus is purely on the B2B sector, with a crossover into education. Of course the biggest trend is the shift to hybrid working, and how IT plays a significant role in managing this, through productivity, security and employee motivation.
We are definitely seeing a major shift towards mobile devices, which are being given a much higher priority than desktops, a trend which existed before but which has grown exponentially since the pandemic. According to recent research undertaken by Dynabook, organisations will be spending more on hybrid and remote working support, including cloud solutions, remote IT assistance, and equipping staff with new and secure devices that are fit for purpose.
Zero Client and Assisted Reality Solutions are also playing a key role in supporting business in its drive towards digitalization, with particular advantages to the logistics and manufacturing sectors.
The pandemic has also altered every facet of education, from schools, colleges and universities. While many countries in the ME region has seen students return to the classroom following lockdown periods, the last year of online learning has shone a light on the need for appropriate ed-tech that can be used effectively in school and at home.
How does your offerings enable organisations to enhance their preparedness in the new normal?
As we all know, the COVID-19 pandemic has sped up the need for digital transformation projects and new technologies. For example, the newly flexible workforce demands business mobility solutions, enabled by reliable workplace technology, such as lightweight, portable powerful and durable end-user devices, with the same next-level connectivity as a smartphone to enable effortless collaboration and avoid costly downtime.
Dynabook is dedicated to providing the B2B sector with a device optimised for every level of requirement, with each being carefully engineered to address the security and manageability challenges posed by the accelerated shift towards flexible working patterns.
Our Dynabook Mobile Zero Client solution is a clientless solution that empowers staff to work on the move, while following all necessary company security regulations. The DMZC guards against data theft as there is no local storage or USB drive support, so hackers can’t store or inject malware.
Also, when it comes to pioneering solutions, you can’t ignore the increased use cases of assisted reality. Our dynaEdge DE-100 mini edge computer with the AR100 Viewer data glasses open up new possibilities for collaboration in the company, for example in the manufacturing, maintenance, logistics and remote support sectors. Employees can receive the necessary information and training material from a trainer remotely and in real time directly in the field of vision of the glasses. In this way, future skilled workers can be trained remotely, while keeping travel to a minimum and protecting people so that operations can continue even in times of reduced contact.
What channel specific initiatives will you be outlining at GITEX?
Our new channel programme is still a work in progress, as we have been focusing on developing a two-tier business model, for example with the recent signing of PC DealNet as authorized distributor in the United Arab Emirates, Qatar, Bahrain, Oman, Lebanon and Jordan. We are also in the process of growing our second tier reseller base. With such developments, we will have focused and dedicated teams in building the channel for Dynabook in key markets, strengthening our exposure in important sectors such as education, healthcare, manufacturing, energy (oil and gas) and SME, to name a few.
What are the special engagements or events are you planning to network and entertain with your partners and customers besides meeting them at GITEX Technology Week?
We will host a dinner for our key partners during GITEX. Our President & CEO, Damian Jaume will be in attendance, in addition to others from the Dynabook Europe leadership team.
What does your company hope to achieve at the end of the show?
We hope to have strengthened our relationships in the market, laying the foundations for the next stage of our growth. The Middle East & Africa region is strategically important for Dynabook, with enormous potential for expansion, and events such as GITEX are key in bringing together all the most important stakeholders under one roof, to ensure the success of this exciting and dynamic sector.
Where can we find you at GITEX? (booth no and hall no)
Dynabook can be found displaying its wide range of devices in the Concourse 2 at stand # CC2-16.