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Version 3.0 November 2006


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Title: Version 3.0 November 2006

Version 3.0 November 2006
General Information Our Expertise Go-to-Market
Strategy Our Strength
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Almasa Holdings
Almasa Holdings has four group companies
comprising Almasa IT Distribution, The Hiring
Solutions Company, Almasa Business Solutions and
Performance Systems. Almasa started out in
computer hardware distribution but expanded into
all other areas of information technology
including manufacturing and assembly, software
development, networking solutions, hardware
repair and maintenance, software distribution, as
well as online hiring solutions. Almasa Holdings
employs over 275 people with some 40 different
nationalities across its four member-companies. Al
masa Holdings operates in more than 20 countries,
including the Middle East and North Africa. The
group has offices in five countries, with the
biggest being its headquarters in Dubai, United
Arab Emirates.
A Corporate Success Story
Almasas rapid development in just ten years has
been acclaimed as one of the major corporate
success stories in recent history. Mehdi Amjads
pioneering spirit and desire to make the Middle
East self-sufficient in all its IT needs and his
ambition to establish a class-leading business
has won him the respect of the regions business
community and his peers. Almasa was formed with
the single aim of developing one of the leading
IT companies in the Middle East. Though IT still
remains at the core of the business, Almasa has
diversified into new business ventures. Real
estate interests have been developed into a
dedicated property subsidiary Omniyat Holdings
with a strong focus on the UAE market and
keeping technology at the forefront.
1995 Mehdi Amjad aims to create an IT
conglomerate 1996 Company establishment with a
capital of AED 1 million 1997 Importing products
from Europe, the USA and the Far East turnover
reaches AED 10 million 1998 Local network spread
over thirteen Middle East markets 1999 Expansion
into networking solutions, business solutions,
software development and manufacture regional
distributor for Maxtor 2000 Diversification and
expansion into real estate business 2001
Formation of Almasa Business Solutions major
agreements signed with new vendors such as HP
2002 Turnover reaches AED 440 million 2003 Almasa
Group is formed as the holding company 2004 No.
1 hardware distributor in the Middle East and
North Africa 2005 Expansion of its real estate
division and establishment of Omniyat Property
Development Corporation to enter into the GCC
property market new Corporate Identity 2006
Establishment of Omniyat Holdings
Almasa IT Distribution
Founded in 1996, Almasa IT Distribution is the
largest business unit within the Almasa Holding.
As the pillarstone on which the whole
organisation was established, it continues to be
a major contributor to the groups success. The
rapid expansion and commitment to service
excellence has, since 2004, positioned Almasa IT
Distribution as one of the market leaders in the
Middle East and North Africa (MENA) and the
resellers first choice for souring leading IT
hardware and networking solutions. Almasa IT
Distribution is fully dedicated to the reseller
and retailer channel and consistently delivers
expert logistics services in order to fulfil the
differing requirements of the market and demands
for quick product turnaround.
Almasa IT Distribution
Almasa IT Distribution works closely with the
worlds leading vendors such as Avaya, AMD, Asus,
ASRock, ATI, Blue Coat Systems, D-Link, Extreme
Networks, GFI, Hitachi, Hewlett-Packard, HP
Procurve, Intel, Juniper, Kingston, Maxtor,
Molex, nVidia, Proview, Samsung, Sonic Wall,
Symantec, U.S. Robotics, Veritech, ViewSonic and
many more. The product portfolio includes
computer parts, storage devices, CPUs, memory,
multimedia products, computer systems, display
devices, supplies and media to printing devices,
consumer electronics, input devices, network
products, software, information assurance and
communication products. Almasa IT Distribution
maintains its stronghold with an experienced
sales, marketing and support team to serve its
customers with the best selection of IT solutions
combined with an unrivalled value and service
available in the market.
Almasa IT Distribution operates state-of-the-art
warehouses with in-country services and
facilities. Apart from its main logistics hub in
Jebel Ali Free Zone, the company provides
in-country services in Dubai, Riyadh, and Kuwait
in order to guarantee reliable logistics support,
rapid response, delivery and localised in-country
services to customers in the Middle East and
North Africa.
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Our Staff
Almasa IT Distribution currently employs over 255
staff in the region. Our staff provides expertise
in the areas of sales, product management,
marketing, finance, administration, information
technology, technical support and logistics.
Matrix Management Structure
Sales Account Management
Our field sales teams are supported by our call
centre and in-house sales support staff to
address our target channel partners. All sales
staff are trained extensively to handle
resellers PC, network and peripheral inquiries
and to process customer orders quickly and
efficiently. The field sales staff maintains
close personal contact with customers. In
addition to providing product and sales advice,
their role is to work intimately with their
customers to maximize the resellers sales
opportunities and help grow their business.
Product Management Procurement
The members of our product management
procurement team provide valuable insight into
technical, sales and marketing opportunities to
support resellers to increase their perspective
business. They are able to respond to market
changes quickly to ensure consistent pricing and
availability of specialty as well as commodity
Almasa IT Distributions MarCom team works
closely with other departments to initiate
various marketing programs, ranging from vendor
and channel promotions to campaigns and brand
awareness in order to increase vendors
opportunities. The team produces regular
reseller communications including product
catalogues, fax, mail and e-mail shots to ensure
that our channel partners are kept up-to-date and
to assist in generating sales for the reseller
channel. The MarCom team serves as a centralised
communications hub for all subsidiaries across
the region and ensures that all MarCom related
strategies and activities are adopted in the
local markets according to the overall strategy.
MarCom Approach
Integrated Marketing Communications
Logistics / SCM
The warehouse and despatch departments in Jebel
Ali Free Zone ensure that inventory is securely
stored and easily accessible when required. Our
despatch centre is monitored using
state-of-the-art technology to ensure the highest
level of accuracy is maintained when packing
goods for shipment. Almasa IT Distributions
wholly owned delivery fleet ensures that goods
are wherever they should be on time, every time.
Almasa IT Distribution offers various credit
terms to resellers and is extremely flexible in
supporting limits and terms wherever necessary.
Once the partnership has been established
between Almasa IT Distribution and a reseller,
specialised financial support can be offered to
assist the business growth.
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Vision Mission Statement
Almasa IT Distribution strives to extend the
geographical coverage of its business and at the
same time increase customer value and enhance the
efficiency of how customers do business with us.
By building close relationships with leading
vendors throughout the world and local
professional resellers, we develop our business
with the ambition to secure a satisfying
profitability for all partners within the
business channel.
Our Business Strategy
With a focus on pure value-added distribution,
Almasa IT Distribution has the local and regional
experience to deliver an unparalleled level of
service, support, logistics and competitive
pricing to the marketplace. We service all
businesses in the IT industry including OEM,
wholesalers, small and medium retailers,
value-added resellers, system integrators, power
retailers, corporate resellers and LPOs. Almasa
IT Distribution offers its channel partners the
advantages associated with the solid and diverse
supply and demand chains we had been able to
secure. To our customers this means competitive
pricing, stock availability, product reliability,
on-time delivery and excellent after sales
Our Business Strategy
Almasa IT Distribution responds quickly to global
trends in the marketplace, protecting customers
from market fluctuations while still focusing on
the needs of the individual user. The company
operates state-of-the-art warehouses with
in-country services and facilities in Jebel Ali
Free Zone (main logistics hub), Dubai, Riyadh,
and Kuwait. Stocks are kept in these regional
centres, helping us to deliver products on a
just-in-time basis and to offer quick swap
service and guaranteed inventory.
Value Sales Business
In addition to Almasa IT Distributions core
business (volume distribution), the value sales
business was established in 2002 with the focus
and commitment to provide service par-excellence
for value added services in the region for
Infrastructure, Information Assurance and
Communication Solutions. In this endeavour, we
consistently deliver high quality technical
support coupled with expert Logistics to fulfil
the differing requirements of the market and
demands for quick product turnaround. Under
value sales we provide a number of services to
the channel partners (Corporate resellers /
system integrators) and strengthen their
solutions and service offerings to their
respective customers (end-users). This enables
channel partners to move up in the value chain
without making substantial investment in
technology and manpower. We also provide the
principles to reach the market along with
world-class technical support with availability
of certified engineers locally to have a more
satisfied channel and customer (end-user).
Value Sales Business
  • Technical support for Design and Consultancy for
    Infrastructure Solutions, including but no
    limited to
  • Designing of the solution including Solution
  • Preparation of Bill of Material (BOM)
  • Pre-Sales technical support
  • Support for getting specifications for large
    projects in the RFP / Tender
  • Post-Sales implementation / deployment services
    providing second level technical support (for
  • To provide high-tech and high-value equipments
    required for installation / deployment /

Value Sales Business
  • Proof of Concept lab with state-of-the-art
    high-tech products for evaluation / benchmarking
    / simulation of customer requirements
  • Certified and experienced engineers to provide
    technical support (pre-and post-sales). We do a
    number of of proof-of-concept for end user
    customers to help partners closing the deal.
  • Staging Services are extended to partners for
    large project implementations at our facilities
    in Jebel Ali or at partners site
  • Organising regular Product Sales Update Training
    for channel partners in the region
  • Local RMA for certain products in the region to
    ensure local support to channel partners with
    minimal delay
  • Extending the reach of the principle in the
    region and working transparently with the channel
    partner (system integrator / Corporate reseller)
    and the principle

Value Sales Business
  • For every product / product group there are
    Product Managers and/or Product Specialists with
    unique blend of technical knowledge,
    communication / presentation skills and
    commercial understanding. They work closely along
    with the channel partner / principle to win
  • Quick turnaround and local delivery in the region
    with efficient and fully automated / computerised
    order processing and Logistics

B2B Portal
Almasa IT Distribution operates a B2B Portal /
website that allows customers to access
individual product information and stock
clearance as well as to place orders. Almasa IT
Distribution strives to give its channel partners
the tools that make business easy, and for this
reason we are also adding a stock-availability
module to our B2B Portal. The e-commerce software
helps to better facilitate the sales process
between resellers and consumers. To ensure
continued growth and serve our growing customer
base, our entire operation is backed by a
tailor-made ERP system that matches our
distribution model. The ERP system as the
backbone of the B2B Portal integrates accounting,
product, stock and customer procedures to allow
smooth information flow among our regionally
networked operations. This ensures communication
with our customers and suppliers in a swift,
timely and accurate manner.
Product Portfolio
As a regional broadline distributor, Almasa IT
Distribution provides its customers with a wide
range of products backed by competitive pricing,
excellent service and reliable support. The
distribution portfolio comprises computer parts,
storage devices, CPUs, memory, multimedia
products, computer systems, display devices,
supplies and media to printing devices, consumer
electronics, input devices, network products,
software, information assurance and communication
products. Almasa IT Distribution also
manufactures and assembles its own PC brand,
known under the name ART.
Strategic Partnerships
We are proud to have established strategic
partnerships with leading IT vendors such as
Avaya, AMD, Asus, ASRock, ATI, Blue Coat Systems,
D-Link, Extreme Networks, GFI, Hitachi,
Hewlett-Packard, HP Procurve, Intel, Juniper,
Kingston, Maxtor, Molex, nVidia, Proview,
Samsung, Sonic Wall, Symantec, U.S. Robotics,
Veritech, ViewSonic and many more. We have
achieved a remarkable average annual compound
growth rate (ACGR) of 103 over the past five
years (2000-2004). Our efforts have been
primarily directed to controlled growth and we
have successfully worked with our vendor partners
to increase their perspective market share. In
fact, Almasa IT Distribution is one of the TOP 2
distribution companies in the Middle East and
North Africa (MENA) since 2005 (source ITP).
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Logistics / SCM
Almasa IT Distribution is an expert in Supply
Chain Management and just-in-time delivery. The
benefit to our customers is increased stock
turns, lower inventory holding, better cash flow
and reduced price erosion.
Customer Intimacy
Our personalised approach to customer
relationship ensures that account managers
monitor all Almasa IT Distributions customer
performance. From Call Centre to account
managers, our experienced staff works with our
customers to help grow their business. The Almasa
IT Distribution team understands IT products, is
technically and financially knowledgeable, and
most important, understands the business of our
Innovative Business Practices
Almasa IT Distribution strive to improve company
efficiencies and customer service levels by
integrating prudent business processes and
advanced supply chain management practices. Some
of these include stock fulfilment, warranty
turnaround, regular pricing updates and
specialist account management. In order to use
space and resources with the utmost efficiency,
Almasa IT Distribution operates a
state-of-the-art warehouse.
Information Flow
We respond to constituents requests for detailed
information on all aspects deemed necessary to
improve business performance. The Almasa IT
Distribution ERP system generates detailed
information on sales, customer purchases, product
portfolio and much more. The benefit to suppliers
is detailed statistics to enable strategic
planning for marketing activities and maximising
the value chain of supply.
Focus Value
Almasa IT Distribution offers a dedicated
approach to distribution. Each department within
the company has a quality objective statement
that reflects its commitment to excellence. Our
teams are monitored to ensure that the quality of
service is maintained to the highest
standard. This leads to minimal errors resulting
in lower overheads and better pricing of products.
Almasa IT Distribution is backed up by a regional
network with annual sales of USD 500 million.
Almasa IT Distribution is the largest IT
distributor in the Middle East and North Africa
since 2004 (source ITP), so our customers can be
confident that the service experience we offer is
here to stay. With the shared expertise
accumulated from doing business in various
countries, Almasa IT Distribution offers the
highest quality of service and products available
today and tomorrow.
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Address Details
Almasa IT Distribution LLC Almasa IT Distribution
FZCO P.O. Box 30166 Dubai United Arab
Emirates Tel 971 4 3063-100 Fax 971 4
3063-111 E-Mail Sa
les Call Centre 971 4 3063-200 E-Mail
Our Office Location
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