Led by stalwarts Nassir Nauthoa and Anand Dathatreya, AZCOM intends to deliver compelling solutions to channel partners through its fit-to strategy with vendors.
AZCOM IT Distribution is a value-added distributor servicing the needs of the SME and corporate reseller channel in the Gulf countries. The company is operational and initially focused on supplying its customers in the UAE. In the second half of 2023 AZCOM will extend its reach to customers in Qatar, Bahrain, Kuwait, and Oman. Into 2024, the plan is to extend its reach and presence into Saudi Arabia.
AZCOM IT Distribution has 7,000 sqm for its office and warehousing facility in Jebel Ali Free Zone which also hosts finance, operations, product management and support teams. AZCOM also has a local sales office and stocking point in Dubai’s business district, in order to be close to customers and to offer timely delivery of orders to their locations. AZCOM offers a customised configuration facility for any server or workstation orders to enable reseller partners to fulfil the specific needs of their end user customers.
Vendor partners, solution stacks
AZCOM IT Distribution has multiple vendor partners. The vendors whose products it is selling include Dell, HP, Lenovo, HPE Aruba, Huawei, Synology, QNAP, Seagate, Toshiba. The key technology segments that AZCOM supplies products for are servers, workstations, SME and enterprise storage, network switches, and client computing for commercial desktops and notebooks.
AZCOM IT Distribution offers solution stacks for cybersecurity. This covers PAM (Privileged Access Management), DNS Security, Attack Surface Management, End Point Security, Email, Cloud and Data Security.
The overall product portfolio stack is as below:
- Server
- Workstation
- Storage
- Networking
- Cybersecurity
Building the value stack
Given the dynamic nature of the technology market and the evolving needs of end customers to meet their digital transformation goals or security concerns, AZCOM is continuously scanning the market for best-in-class vendors to engage with and those looking to establish a presence in The Gulf.
“We only bring on board vendors where we see a fit to our strategy of providing compelling solutions to meet customer demand and to offer these vendors the focus needed to build long term business relationships with,” says Nauthoa.
The vision for AZCOM is to sell solutions where we see there will be ongoing demand when matched up with the megatrends in the market. For example, cybersecurity solutions run along a big continuum where no one vendor has the answer to every pain point that a CISO is looking at daily.
Whether it is End Point Security, Cloud Security, Privileged Access Management, Data Leak Prevention, DNS Security, Critical Infrastructure Protection, Integrated Digital Risk Protection Solution, AZCOM is selective in offering to its channel customers, vendor solutions that are compelling. They should have a good subscription-based revenue stream for cybersecurity and the required support to meet the challenging needs of CISOs and CIOs.
All this software has to be underpinned with the latest generation hardware hence AZCOM’s engagement are with the main category leaders.
“We aim to be a VAD that offers synergistic solutions and not one with a disconnected portfolio of products lacking fit for purpose,” explains Nauthoa.
Market entry challenges
The regional technology market has had many previous cycles when business has slowed. It can be argued that the slowdown happens in some countries more than others when we consider the IT maturity level in such countries. However, what has been seen over time is that technology innovation does not stop. New megatrends will come along that will shift the sales curve up again for various markets.
In the short term AZCOM and its customers will need to focus on where IT spending is happening and capitalise on this. Over the longer term, in the GCC countries, AZCOM will consider the changes that are happening by virtue of the in-country initiatives announced by their respective governments.
Such initiatives include the Dubai Economic Agenda D33 to double the size of the economy by 2033, UAE Future Strategy, Saudi Arabia’s Vision 2030, and Qatar Vision 2030. These large-scale initiatives offer a profound opportunity for this region and will act as a driving catalyst for technology adoptions in ways that we may not think possible today.
“This market has a long way to go as arguably IT adoption is still low when compared to more mature regions and it is a market that has the opportunity to make technology leaps as opposed to incremental changes to installed legacy systems,” adds Nauthoa.
Loyalty programmes
Vendors will run their own promotions which AZCOM will pass to its channel customers as well as arranging vendor trainings, vendor assisted sales, for example in cybersecurity opportunities.
However, a reputation for being a quality distributor of choice has to be earned and sustained over time. To this end, value will be earned in the manner that AZCOM treats its channel customers and suppliers. The AZCOM sales teams have deep and broad connections with principal channel VAR’s and system integrators in the market.
“However, relationships are not to be taken for granted, and we need to earn their attention, respect and business each day,” emphasizes Nauthoa.
AZCOM will operate on the basis of continuous improvement, namely, to question everything. Small incremental improvements can be made across the entire business all the time. These small changes when compounded over time will have a significant effect in the way AZCOM runs its distribution business with the focus on outcomes. This will make AZCOM valued by channel customers for the way it works with them, for products and solutions that AZCOM will supply to the market to meet prevailing and future needs.
Nauthoa points to a fundamental moment of truth for all players in the IT channel business. “Our relevance as a business and supplier of choice to our channel customers will rely on us bringing to them products and solutions that gives them a competitive advantage with their end user deployments.”
AZCOM will endeavour to offer its channel customers value that goes beyond simple incentives, which tend to drive short term tactical behaviour. Meaningful repeat business is possible through a combination of identifying and supplying what the market needs, timely delivery of orders, competitive pricing, good terms of business. As well as offering complementary and not disparate product solutions, local support, and business relationships that the sales team will bring to its channel customers.
Executive snapshot
The executives behind the company individually have over 20 years of sales and management experience in the distribution channel in the Middle East, Turkey, and Africa region.
<<THUMBNAIL>>Nassir Nauthoa is Executive Head of AZCOM IT Distribution and CEO Golden Triangle Technology. As part of his remit to diversify and expand its business he has been instrumental in the strategy and formation of AZCOM IT Distribution.
Nauthoa previously spent 15 years working for Intel Corporation in various management roles including running its distribution channels in META and lastly as General Manager for Gulf Countries.
<<THUMBNAIL>>The Business Unit Manager for AZCOM is Anand Dathatreya who has a wealth of experience in the GCC channel driving strategy and sales for enterprise class products. He also has extensive business relationships with key VAR’s and SI’s in the market.
AZCOM’s driving vision for success
- AZCOM is continuously scanning the market for best-in-class vendors to engage with and those looking to establish a presence in The Gulf.
- We only bring on board vendors where we see a fit to our strategy of providing compelling solutions and to offer them focus needed to build long term business relationships.
- What has been seen over time is that technology innovation does not stop. New megatrends will come along that will shift the sales curve up again for markets.
- This market has a long way to go as arguably IT adoption is still low when compared to more mature regions.
- Our relevance as a supplier of choice to channel customers will rely on us bringing to them solutions that gives them a competitive advantage with their end user deployments.
- We aim to be a VAD that offers synergistic solutions and not one with a disconnected portfolio of products lacking fit for purpose.
- A reputation for being a quality distributor of choice has to be earned and sustained over time.
- Relationships are not to be taken for granted, and we need to earn attention, respect, and business each day.
- Meaningful repeat business is possible through a combination of identifying and supplying what the market needs, timely delivery of orders, competitive pricing, and good terms of business.
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