Alaa Bawab, General Manager of Lenovo Infrastructure Solutions Group (ISG) in the Middle East, Turkey, and Africa, leads the company’s infrastructure business across a diverse region. Lenovo’s business model spans the Intelligent Devices Group, Infrastructure Solutions Group, and Solutions & Services Group, with a clear focus on innovation, accessibility, and sustainability. Strategic initiatives like “Smarter Technology for All” and “Smarter AI for All” are central to the company’s mission of making advanced technologies, including AI, widely accessible.
With over 29 years of experience at leading tech firms like Huawei, HP, and Cisco, Bawab brings strategic vision, executional strength, and a passion for building strong customer and partner relationships. His team-oriented leadership and focus on delivering end-to-end solutions have been key to Lenovo’s growth in the region.
Bawab finds it rewarding to see Lenovo’s solutions positively impact communities and businesses across the region. The challenge lies in navigating the diversity of the market while maintaining service consistency and driving innovation.
He sees tremendous opportunities for channel partners through AI, digital transformation, and strategic collaborations. Yet, partners must overcome communication gaps, fragmented engagement, and resource constraints by adopting omnichannel strategies, leveraging smart tools, and investing in enablement.
Technologies like AI, ML, edge computing, cloud, IoT, and advanced cybersecurity will shape the future of the channel. Bawab believes partners who personalise customer engagement, invest in innovation, and align closely with market needs will stand out and lead in the competitive regional landscape.
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