ENTERPRISE TECHNOLOGY
Spectrami readies to digitally transform business with partners
Anand Choudha , CEO and President , Spectrami
Spectrami is a global value-added distributor offering comprehensive solutions in the realm of information security , data centre infrastructure and data communication networks across Europe , Middle East and Africa ( EMEA ). The company is preparing to rollout a Digital Transformation initiative that will change the face of IT distribution in the region .
As regional value-added distributor ( VAD ) Spectrami is readying to rollout a big Digital Transformation initiative that the company believes will change the way distribution is done in the Middle East region , the company has also been ramping up it channel initiatives and onboarding new vendors to cement it already strong portfolio of cybersecurity solutions .
According to the VAD , the new move is aimed at further increasing the operational efficiency and productivity of the company so that it continues to stay relevant for it partner base across the region .
Manda Banda spoke with Anand Choudha , CEO and President , Spectrami , and brings this report .
Talk us through the state of the channel market in the Middle East at the moment ?
Ever since the outbreak of COVID-19 , the channel has been under pressure . Among several challenges that were forced by the pandemic upon businesses include cash flow and new businesses became the hardest hit . All those channel players , who were able to re-organise themselves to increase their operational efficiency and productivity by improvising their business models and adopting new technologies to engage with customers on regular basis , fulfilling their requirements and offering them support to run their business as usual , were able to reduce the impact .
What was Spectrami ’ s focus in 2020 and how has the company navigated the COVID-19 pandemic ?
Throughout last year , our focus was to maintain financial stability and ensure that we stay connected with our partners and end-users against all odds . These two elements of our strategy helped us sail through the troubled waters . We used creative ways and means to stay in touch with partners , customers and offered them demonstrations remotely , through collaborative tools . To stimulate the demand , we ran several marketing initiatives in association with our vendors and partners to spread awareness through online workshops and webinars .
INTELLIGENT
INTELLIGENT TECH CHANNELS TECH CHANNELS Issue 38 19