Hesham Tantawi, Vice President of ASBIS Middle East, brings over 38 years of experience in IT distribution, overseeing operations across the Middle East, North Africa, and West, East, and Central Africa (WECA). Throughout his career, he has gained deep industry knowledge, forged strong partnerships, and adapted to the ever-evolving technology landscape. These strengths, built over decades, continue to shape his leadership and strategic direction at ASBIS.
Reflecting on his journey, Tantawi shares that while challenges are constant in the IT industry, the most rewarding aspect is overcoming them and staying ahead. There’s a new challenge every day, and the real achievement lies in tackling them and remaining on top.
For channel partners, the journey is equally demanding and filled with opportunities. He emphasises the importance of distributors supporting partners, especially smaller players. According to him, ASBIS couldn’t have grown without the success of all of their partners. Key challenges faced by the partners include access to financing, technical knowledge, training, and supply. Distributors, he believes, must step in to bridge these gaps.
Technologies such as AI, gaming, and focused distribution are reshaping the channel market, contributing to a maturing ecosystem. With growing stability, Tantawi stresses the importance of role clarity—resellers must focus on end-user engagement and not take on roles outside their scope.
His advice to channel partners is clear: invest in training, enhance solutions, stay transparent, and provide top-notch support to end customers. That’s the formula to stand out and succeed.
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