Press Centre

Avaya extends Aptec agreement for SMB Solutions to Kingdom of Saudi Arabia.

New agreement to focus on SMB solutions along with support and training.

Middle East, 8 March 2009 - Aptec, one of the region’s largest technology distributors covering Middle East, Turkey & (English-speaking) sub-Saharan Africa, has expanded its distribution agreement with Avaya for its complete range of SMB solutions to cover the Kingdom of Saudi Arabia.

 “We already have a very successful relationship with Avaya and were recently recognized as its “Best SME Distributor” award for the third consecutive year,” said Bahaa Salah, Aptec’s Managing Director for the Gulf region. “We already cover most of the GCC countries for Avaya and this expanded agreements is an acknowledgement of our contribution to their growth in the region.”

Khalid Khan, SMB Manager at Avaya MENA said, "Aptec has delivered solid results in UAE in terms of revenue growth and breadth of quality channel. We are extending their SME distribution contract to cover Saudi Arabia with the expectation that the success stories of UAE will be replicated in Saudi Arabia too. We have confidence in the Aptec team that they will help us continue growing aggressively even in this economic situation when some of our competitors are finding it hard to grow."

Sabbahuddin Khan, Business Unit Manager for Networking at Aptec Distribution sees potential for Avaya’s SMB solutions in the Kingdom. “The addition of a large market like Saudi will further strengthen our reach,” said Khan. “There is a huge potential for Avaya SMB solutions in Saudi and with the right partners and an aggressive strategy, we see a high success rate.”

Aptec’s Saudi Arabian office is driving the business working closely with the team in the UAE office to recruit new partners and running extensive sales and technical trainings starting April 2009. Aptec Saudi will also provide sales and pre-sales support to its partners.


About Aptec Group

Aptec Holdings ( is one of the region’s leading technology sales, marketing and logistics company, covering Middle East, Turkey & (English-speaking) sub-Saharan Africa. As a vital link in the technology value chain, Aptec creates sales and profitability opportunities for vendors and resellers through unique marketing programs, outsourced logistics services, technical support, financial services and product aggregation and distribution. The company offers a wide range of solutions and services to nearly 10,000 resellers and offers thousands of products from leading IT and Telecommunications manufacturers. From its offices and warehouses in the UAE, Saudi Arabia, Egypt, Lebanon, Turkey, Kuwait and Libya, and with more than 500 specialized staff, Aptec serves over 40 countries.

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