Hesham Tantawi, Vice President of ASBIS Middle East, outlines the company’s 2025 expansion, targeting $550M in revenue through robotics, gaming, and retail. AI-driven innovations will enhance efficiency and productivity, while Lorgar will strengthen the region’s gaming ecosystem.
How is ASBIS looking to evolve in 2025?
The technology distribution industry is entering a transformative phase, and we have ambitious goals for the year ahead. In 2025, we aim to achieve $550 million in the Middle East and $3.2 billion globally. In the Middle East region, we clocked a double-digit growth last year and expect to surpass the previous year’s growth figures in 2025. Our plans include diversifying into new markets and sectors, with a significant emphasis on retail distribution, gaming and cutting-edge robotics solutions. This strategic shift is designed to position ASBIS as a pioneer in a rapidly evolving distribution landscape.
How is ASBIS leveraging robotics to enhance customer experiences and drive growth?
ASBIS has launched robo-cafes and robo-bars in locations like Yas Island, Abu Dhabi and Dubai Festival City, partnering with brands like IKEA and Coca-Cola. Robotics is central to its growth strategy, with plans to expand AI-powered solutions for tasks such as shipment tracking and account receivables. Targeting high-traffic areas like malls, airports, and educational institutions, ASBIS aims to redefine customer experiences through seamless, automated service environments that enhance efficiency and deliver a futuristic, innovative touch to consumers.
What are your plans for launching the Lorgar gaming brand in the Middle East?
ASBIS plans to expand its presence in the Middle East by launching the Lorgar gaming brand, which focuses on offering an ecosystem-based approach to gaming. The goal is to deliver seamless integration and optimized gaming setups, ensuring superior experiences for gamers in the region. The brand will feature a wide range of products, including gaming PCs, monitors, keyboards, headsets, and simulation equipment, all designed for compatibility and high performance. This launch aligns with ASBIS’s strategy to tap into high-growth markets like gaming, positioning Lorgar as a leading solution for gamers seeking cohesive, efficient setups.
How do you decide which brands and technologies to work with?
ASBIS chooses brands and technologies with strong growth potential and a need for specialized distribution. As professional distributors, we prioritize long-term partnerships over short-term sales. We align with brands that are committed to innovation and seek sustained growth. We focus on partnering with both established brands and those new to the region requiring market entry support. Our strategy ensures that these brands fit seamlessly into our distribution plans, emphasizing effective campaigns, strategic market positioning, and a shared vision for success in the technology sector.
What are your thoughts on the shift in the tech industry towards cloud computing and data centers?
ASBIS recognizes the shift in the tech industry from traditional hardware to large data centers and cloud computing. As companies increasingly focus on building data centers, hardware distribution may undergo significant changes. Despite this, the demand for computing will continue, likely transitioning to cloud-based solutions or AI-driven technologies. While the landscape is evolving, the need for robust computing infrastructure will remain essential, creating new opportunities for innovation and growth in the cloud and data center sectors.
What role does AI play in the future of distribution and how is ASBIS planning to use AI in its operations?
AI will transform the distribution sector by enhancing client interactions and optimising operations. AI-driven solutions will predict customer needs, automate logistics, and improve decision-making. These advancements aim to boost efficiency, streamline processes, and deliver more personalised services to clients, ultimately reshaping how distribution companies operate and interact with customers. With AI, the sector can expect improved accuracy, faster response times, and a more tailored approach to meeting customer demands.
We are exploring the adoption of AI and automation technologies, such as AI-powered robots, to streamline tasks like shipment tracking, customer interactions, account receivables, and other operations, enhancing efficiency and improving service delivery across our processes.