ASBIS: From component distributor to technology ecosystem leader in the MENA region
ASBIS has recently been featured in a covered material by CXO DX, a leading technology and business media outlet.
In an interview with Mr. Hesham Tantawi, Vice President of ASBIS Middle East, key insights were shared about the company’s development and strategic direction over its two-decade presence in the MENA region.
Mr. Tantawi reflected on his journey with ASBIS, noting the evolution from a distributor primarily focused on components to a comprehensive enabler within the technology ecosystem. He highlighted the importance of the components sector, which still plays a vital role in ASBIS’s broader business strategy, despite its diversification into areas such as gaming, artificial intelligence, robotics, and enterprise technology.
The company’s strong market share in components is indicative of its established partnerships with major brands like Intel, AMD, and Seagate. A key focus for ASBIS is on ecosystem development, which involves active collaboration with vendors, channel partners, and end-users. This engagement includes sponsoring gaming tournaments and partnering with government initiatives to gain insights into consumer behavior in a rapidly shifting gaming market.
Mr. Tantawi also elaborated on ASBIS’s refined retail strategy, aiming to position itself as a one-stop solution for retail partners. The company is prioritizing growth in gaming products, accessories, lifestyle items, and consumer electronics while also expanding its offerings in AI and high-performance computing.
Looking ahead, ASBIS is placing a bet on robotics and emerging technologies, with early implementations already in sectors such as retail and healthcare. Tantawi emphasized the importance of nurturing long-term vendor relationships and providing extensive support to partners. This approach signifies ASBIS’s commitment to addressing the challenges of thin profit margins while ensuring robust profitability for its channels.