Spectrami expands its wings and sets up a new base in Morocco

Press release
Published February 6th, 2013 - 05:59 GMT
Anand Choudha, Managing Director, Spectrami
Anand Choudha, Managing Director, Spectrami

Spectrami, the leading value added distributor in the MENA region today announced the opening of its new office in Morocco as part of its expansion strategy in the region. The new office is based in Casablanca and will serve the fast growing market for technology products and solutions in North Africa, which according to several independent reports is estimated well above 4 billion US dollars. 

The Morocco operations for Spectrami are led by a team of senior IT professionals who brings with them decades of relevant experience. Said Khoubbach will lead from front as the General Manager for North Africa, while Majid Lrhazi will manage the business development as the Sales Director for North Africa. 

Said comes onboard Spectrami after working for nearly 25 years working at various levels both in Morocco and in the region with the leading names in the industry like Microsoft, Getronics. Majid has worked for 15 years with Xerox, and HP Africa managing and developing business & channel in North as well as in West Africa, KSA and many other countries across MENA region. 

The team for Spectrami Morocco brings channel management, local market knowledge, understanding of technology and industry networking to the table. Apart from technical and sales skills, team also boosts multi lingual skills like English, Arabic and French to effectively serve both vendors and channel partners. 

Expressing his happiness, Anand Choudha, Managing Director, Spectrami, said, "The new Moroccan office will be instrumental in helping us achieve our growth objectives. It will also be responsible for the development of business and the administration of new projects in Morocco and whole of North Africa.” 

Spectrami has been successfully working with the leading technology innovators in the world like Actifio, LogRhythm, General Dynamics Fidelis, Tenable, Verdasys, Titus and others. It plans to introduce it’s extremely successful vendor extension model now to North Africa region to offer a greater leverage to channel community. 

Echoing the similar sentiments, Said Khoubbach, General Manager-North Africa, Spectrami said, "The growth of security and storage presents a huge opportunity for channel partners in North Africa and we are committed to support our channel partners by providing them with best of the breed technical products from our vendors. We will also offer the technical expertise that would add value to their portfolio as well as to their customers satisfaction”. 

“Apart from our existing portfolio, we intend to introduce more products to the North African market and look forward to engage with new vendors exclusively for North Africa. We are definite that with an experienced team in place and active support of our vendors, we will be able to provide better margins to our channel partners in North Africa,” concludes Anand.

Background Information


Spectrami had a very humble beginning as a two-member team in July 2011 with a clear objective to redefine “value” in the value-added distribution space. 

Initial success was achieved by introducing niche and specialized vendors with a full 360-degree service offering, as part of our vendor extension model (VEM). As we grew at a breathtaking pace in the subsequent years, we have maintained the ability to keep innovating and adapt to the ever-changing demands of the vendor and reseller eco-system. With more established vendors joining us, we have created a robust and scalable model to suit the needs and demands of all of them.

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