Intelligent Tech Channels Issue 29 | Page 19

Taking a UNIFIED APPROACH Strong partnerships have always been crucial in the IT industry, but they are more important than ever as the channel takes a unified approach to support customers through the current global health crisis. Sherifa Hady, EMEA Sales Director for Europe, the Middle East and Africa at Aruba, tells us how the company is supporting its channel partners and customers and outlines her priorities for the year ahead as organisations across the world continue to navigate through these challenging times. Sherifa Hady – EMEA Sales Director for EMEA at Aruba In her role at Aruba, Sherifa Hady is responsible for the channel in Europe, the Middle East and Africa, working alongside her team to manage partners, resellers at all membership levels, as well as distributors. With the Coronavirus pandemic having created challenges for businesses shifting to remote working practices across the globe, robust infrastructure is more important than ever before. Here, Hady tells us more about how Aruba is working with its partners to support customers during this time of crisis. Providing support for employees, customers and partners The most important priority for Aruba, a HPE company, is the health and welfare of its employees and their wider families, Hady said. The company’s CEO recently announced We have said to all partners they will maintain their level, regardless of achieving the revenue threshold. that, even as lockdown begins to ease, employees will not yet return to the office unless for voluntary reasons. From a customer perspective, there are a several things the company has done to provide additional support, including the announcement of a US$50 million donation of Aruba products – mainly for healthcare clinics but not exclusively. “One example of this is a story that really touches my heart,” said Hady. “We actually transformed a floating cruise liner into a pop-up hospital in Italy – our engineers were involved with putting the solutions in place.” All customers are now being asked to pledge for this donation, putting requests in via the channel partners. “The second thing we have done is that, obviously we know that cash is tight and there will be a lot of customers that want to go ahead with IT infrastructure or refreshes that might not have the cash they thought they would, so we have pledged a US$2 billion financial aid where we will ease payments for customers using our financial services,” said Hady. “We have also launched a lot of solutions, mainly targeted at INTELLIGENT INTELLIGENT TECH CHANNELS TECH CHANNELS Issue 29 19