ASBIS Tasting Success Through Focus

Hesham Tantawi, Vice President at ASBIS Middle East, in conversation with Channel Post MEA, discusses the ever-changing distribution landscape and how the company is embracing new changes and staying focused on marching ahead.

How would you describe the distribution landscape in the region?
Over the last five years, we’ve witnessed significant changes in the ICT industry, although it’s worth noting that this is a relatively short timeframe considering the industry’s three-decade history. Three key factors stand out during this period: increased consideration, maturation, and stabilization. The industry has seen more attention, a maturing of technologies, and greater stability.

Where does ASBIS stand today in the market?
ASBIS has been a stalwart in the IT distribution industry for over 30 years, with a strong presence in the UAE for 22 of those years. We’ve consistently ranked among the top three distributors in the region. Our strength lies in our ability to adapt. We are a multinational company but localize ourselves in each market we serve. We move with the market and are often ahead of it.

Where is the company focusing?
ASBIS follows the motto “success through focus.” We establish vertical groups within our company to pursue specific businesses. Recently, we ventured into audio with premium brands like LOEWE and Bang & Olufsen. We’re also investing in robotics, with expectations of strong results in the near future. Additionally, we are focusing on “Green IT,” including solar energy and extending the life of older products, aligning with global green initiatives.

What new partnerships have you formed in the last few months?
We’re always open to strategic partnerships that provide mutual value. We’ve recently formed partnerships with Dahua and Lexar to strengthen volume business and Network Optix for value business. We prioritize partnerships with key players in each market, and this approach has been a cornerstone of our success.

What are your growth plans?
Apart from Middle East operations, we’ve already opened a significant subsidiary and bonded warehouses in South Africa this year, with plans for further expansion. We have local teams in various African countries, including Kenya, Tanzania, Nigeria, and Uganda. Our focus is to grow in Africa, and this is a key direction for us.

What message would you like to give to channel partners?
What’s crucial in this dynamic industry is staying ahead of market changes. Those who adapt quickly can thrive, while those who lag behind risk getting left behind.