Aptec signed up with SUN Microsystems as Distributor for Middle East

Published May 25th, 2006 - 03:19 GMT

Aptec Distribution today announced that it has signed an agreement with SUN Microsystems for their full range of Software products in Middle East region.


SUN has a wide range of Software products which includes Sun Java System Suites, Sun Java Enterprise system (Application server, Communication & Collaboration Server, Identity management and Portal Server) & SeeBeyond etc., where with the right focus on the enterprise market it believes that the business potential is enormous. As such, Aptec intends to establish a dedicated Enterprise team, who will be pro-actively promoting SUN software products through the Channel providing both Pre & Post-Sales support services.


It also announced that it will soon be appointing channel partners for SUN Software within the region. However, Aptec & SUN will be very selective in this process as it requires dedication, commitment and investment to develop the Enterprise Software business, thereby ensuring a clear Return of Investment plan for those channel partners who will be committed.


Jamie Bliss, Software Solutions Sales Manager SEE – Southern and Eastern EMEA says: “This is the first time that SUN has assigned a distributor to promote and market its software for the Middle East region, where using the new Aptec Distribution structure and approach we believe it will greatly enhance our Enterprise offering to the market. This combined with the appointment of key channel partners will provide us with the breadth and depth of coverage that is synonymous with the Sun Microsystems name.

Bahaa Salah, GM - Aptec Distribution & Sales Director Aptec Group says: “We are pleased to be working with Sun as their approach to market, in terms of their software products, fits in perfectly with our own recently announced VAS Proposition. That is where working with our sister company Advanced Technology Services (ATS), we plan to offer more value add to the channel in terms of services. We are convinced that the combined strategies are a market winner and are very excited as to the whole opportunity.”


Bruno Haubertin, Sun Partner and Alliances Sales Organization Manager says regarding Aptec: “We are increasingly working toward better coverage of the region with our partners, both in terms of geography as well as products coverage. The software is one of the key product segment at Sun Microsystems and we definitively required a better partner’s coverage to develop the JAVA brand name. APTEC came as an obvious choice based upon their history of success, breadth of channel reach and regional expertise. I am convinced, looking at the go-to-market plan, that Sun will soon start to be recognized in MENA as a key software player, like in the rest of the world.”


Aptec is the leading distributor of IT products in the Middle East, Africa, Turkey and CIS. It has unique regional coverage with offices in the UAE, Saudi Arabia, Egypt, Lebanon, Turkey, Kuwait and Africa. A long-term and well established player in the Middle East, Aptec has been trading since 1980. Aptec offers a one-stop-shop for a complete range of IT products, Services and Consultancy. Aptec has offices and subsidiaries in 8 countries and warehouse where more than 500 staff is based.


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