Aptec hosts Dell Storage forum for ME Channel

Press release
Published June 19th, 2011 - 01:15 GMT
The Dell Storage Forum showcased Dell’s new solutions built on its Fluid Data Architecture to optimize cost, performance and protection as storage scales with a growing organization
The Dell Storage Forum showcased Dell’s new solutions built on its Fluid Data Architecture to optimize cost, performance and protection as storage scales with a growing organization

Aptec Holdings Ltd, one of the region’s largest technology distributors covering Middle East, Pakistan, Turkey & Africa, concluded its launch of Dell Storage forum in Dubai on a high note. The event which was held on the 31st May 2011 at the Address Hotel Dubai Mall saw 30 top resellers from around Middle East attending and get trained and familiarized with latest technology in Dell Storage arena. The Storage forum showcased growing Dell Storage portfolio—Dell EqualLogic, Dell Compellent and Dell PowerVault products. Dell believes data is the new growth driver for businesses and organizations, and its Fluid Data architecture can help deliver the efficiency, agility and resiliency to support that growth. From the desktop to the data center to the cloud, Dell Storage provides the foundation for today’s virtualized environments.

Top resellers where called on a fully paid trip to attend the forum, the selection was made picking up top regional channel leaders who  are providing Dell technology solutions to businesses in the Middle East. The event was kicked off by a Pre Event Gala Dinner launched by Dr.Ali Baghdadi, CEO Aptec Holdings & Dave Brooke, GM Middle East – Commercial -Dell at the Address Hotel, Downtown Dubai one day prior to the event.

The Dell Storage Forum showcased Dell’s new solutions built on its Fluid Data Architecture to optimize cost, performance and protection as storage scales with a growing organization. New solutions include its first unified Dell EqualLogic platform, updated Dell EqualLogic software capabilities, Dell Compellent Fibre Channel, and the introduction of Fibre Channel on its PowerVault product line.

Manoj P.K – Business Unit Manager – Dell at Aptec Distribution said “Aptec conducted the Dell storage Forum, inviting business heads of the top 30 partners across Middle East. The forum talked about the industry trend on storage and the opportunities. The idea behind the forum was to transfer knowledge on new Fluid Data storage and its offerings.  Aptec and Dell is investing heavily on educating their partners, we believe it is the key to the success in exploring the storage business. The Partners who attended the Forum were very excited with the product capability, which in turn benefits the end-users for an optimum saving on their resources with an end to end protection of their data. Partners who sign up for the Aptec Storage program are offered a distinct special treatment and promotions to guarantee the best out of the business and explore the storage opportunities” 

Svetlana Sorokina – Regional Marketing Manager – Aptec Holdings commented “We were happy to see the interest from partners when The Dell Storage program was launched during the Forum. Partners were asking questions on how specific enablement modules will work, how trainings will be delivered in all countries across the Middle East and so on. It showed that the channel is ready for such innovative ideas of enablement and solutions offering. From our side we strongly believe that apart from business benefits for all stakeholders this program is a great opportunity for cooperation and relationship enhancement between vendor, distributor and channel partners.  Such programs are a core of our marketing expertise as a distributor and we make sure that they bring a value to partners constantly.”

Aptec launched its new Dell Storage program which was to enable reseller partners to sell Dell Storage solutions and train partners on its Storage Technology. The Dell Storage program is a partner enablement and loyalty platform designed for channel partners to explore, experience and exploit key technologies and solutions related to Dell storage solutions. The 1 year program which takes partners from signing/enrollment to the program and through various technical and Sales training and certifications is created to encourage enablement and business growth. The program also rewards partners on these training and on business leads which will drive them further in exploring Dell Storage solutions.

Background Information


APTEC is a leading focused broad line distributor, with a clear vision to provide resellers in the Middle East, Turkey, Africa and Commonwealth of Independent States with a one-stop-shop for a complete range of leading IT and telecommunications products and services.

The group is distributing top industry brands covering Services, Networking, Software, Hardware, PC Components and Telecommunication products. More than 400 employees and 5 subsidiaries and locations in the UAE, Saudi Arabia, Kuwait, Egypt, Lebanon and Turkey, are serving the emerging core markets of the region.


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