Software AG Appoints Redington Value as Middle East Distributor

Software AG has appointed Redington Value, a leading value-added distributor in the Middle East and Africa as its strategic distribution partner in the Middle East to distribute its integrated product portfolio and accelerate digital transformation efforts in the region. The partnership will provide end customers with a comprehensive suite of Software AG’s solutions across integration and API management, IoT and analytics and business transformation via its local channel partner network.

The agreement was signed by Rami Kichli, Vice President, Levant and Gulf Region, Software AG, and Sayantan Dev, President, Redington Value. The appointment will see Redington Value as a focal point acting as the intermediary between channel partners and other system integrators for enterprise customers and resellers. Under the agreement, Redington Value will gain official distribution rights to Software AG’s portfolio of software solutions that cater to enterprises. In addition, Redington’s resellers will gain access to resources and tools within Software AG’s partner network.

Sayantan Dev, President, Redington Value said, “With more and more companies relying on data to capitalise on opportunities, we’re excited to work closely with Software AG as an entity that helps numerous businesses turn their data into value and connect customer journeys to core data. We’ve chosen to work with Software AG given its diverse portfolio of market leading data integration solutions for enterprises that continue to empower customers by unlocking the power of digital technologies and create ecosystems of tomorrow.

“We will offer our longstanding experience of strategic synergies and enable and service DX enterprise solutions to a partnership founded on mutual growth and digitisation beliefs.”

Vlad Postelnicu, Director Alliances & Strategic Partnerships, Software AG added, “The business world has witnessed many disruptions in the last year alone. Technology has emerged as the single most driver in transforming businesses and keeping them resilient during these disruptive times. Symbiotic partnerships have been at the forefront to foster growth in a systematic manner by leveraging collective strengths and business knowledge. Together with Redington, we onboard this journey of shared beliefs and a long-term vision to cater to increased demand created by changing business scenarios. As a joint force, we aim to accelerate digital transformation efforts in the country, staying competitive and result oriented.”

The UAE has announced its aspiration to go beyond the region and compete at a global level as a part of its digital vision. It is already ranked among the top five countries worldwide in competitiveness, according to the IMD World Competitiveness Rankings 2019. Digitisation and transformation efforts are in full swing as a result of the long-term vision of the country.