About Us

Empowering digital transformation

Preparing Businesses For Tomorrow

With more than 28 years of experience, 7 offices and over 1500 employees across the region - Gulf Business Machines (GBM) is a leading end-to-end digital solutions provider, offering the region’s broadest portfolio, including industry-leading digital infrastructure, digital business solutions, security and services.

We have nurtured partnerships with the world’s leading technology companies and invested in a talented, skilled workforce to implement solutions that cater to customer’s specific, complex and diverse business needs. With on-the ground, readily available expertise, GBM provides round-the-clock support to customers across the region.


Our History

About Vision

Our Mission

To accelerate our clients Digital Transformation journey by delivering Digital Solutions.

Our Vision

To be the region’s leading technology company, preparing businesses for tomorrow.

Leadership Team


Martin Tarr

Chief Executive Officer

Martin Tarr is the Chief Executive Officer of Gulf Business Machines (GBM). As part of his role at GBM, Martin is responsible for leading the overall day-to-day operations of the company from the Dubai headquarters, working closely with the company’s branches based in Bahrain, Kuwait, Oman, the UAE, and Pakistan. Martin’s objective is to see GBM continue to successfully work with its customers to cultivate new market opportunities in hardware, software, and services that support the new digital era.

Prior to joining GBM, Martin served as Vice President of IBM’s Global Technology Services for Middle East Africa. This Dubai-based role saw him responsible for IBM’s Managed Services and Strategic Outsourcing Business.

Martin has also served as IBM’s Vice President for Sales in Europe and as Vice President for IBM’s Hardware Business in the same geography.

Martin graduated from the University of London with a B.A. Hons in Classics. A keen sportsman, he has a real passion for football, cricket, and rugby. Originally from the United Kingdom, he currently lives in Dubai with his wife and two children.


Susanne Peter

Chief Financial Officer

Susanne Peter is the Chief Financial Officer of Gulf Business Machines (GBM). She is responsible for the financial strategy and operations of GBM and its branches in the UAE, Bahrain, Kuwait, Oman, and Pakistan.
Susanne joined GBM in October 2016. Prior to this, she was the Vice President of Finance for IBM Germany, Austria, and Switzerland, where she led the financial operations across all three of these markets. During her 30+ years with IBM, she held various other CFO and VP positions in different business units. Susanne has accumulated a wealth of experience in Growth Markets and Global Headquarter roles and has worked with multiple regions closely, having done stints in Germany, France, the United States, Austria, Ireland, and the Middle East.

Susanne earned her degree in Business Administration from Heilbronn University in Germany.


Andreas Weiss

Vice President of Platforms Solutions

Andreas Weiss is the Vice President of Platform Solutions at GBM, responsible for the company’s Hardware Business Unit and leading GBM’s system solutions for Private and Hybrid Cloud. He is also in charge of IT optimization, consolidation and virtualization for our clients.

Andreas brings more than 26 years of IT industry knowledge from across over 50 countries. Prior to joining GBM, Andreas worked with IBM in a variety of roles, spanning sales, marketing and brand management. During his time at IBM, he managed and excelled the Storage Business Unit for the company in Central Europe and the Middle East with sustainable growth.

Andreas holds a Master of Arts degree in Economics from San Francisco State University and a Diplom Kaufmann (MBA) degree from University of Tuebingen in Germany.


Cherif Morcos

Vice President of Software Solutions

Cherif Morcos is the Vice President of Software Solutions at Gulf Business Machines (GBM). In his current role, he provides the leadership and direction for the ongoing transformation of GBM as the leading provider of digital business solutions in the GCC. He is also responsible for GBM’s comprehensive portfolio of digital solutions, such as cognitive analytics, IoT, customer experience, and digital automation, to support customers on their digital agenda.

Cherif brings over 20 years of software and solutions experience working with customers in different industries across MEA, Europe, and North America. Prior to joining GBM, Cherif was the General Manager for SAP in Egypt. He has also held several executive roles within IBM across the Middle East and at a global level.

Cherif holds a B.Sc in Electronics and Computer Science from the Higher Technological Institute in Egypt. He also holds a Management Diploma in Business Administration and Management from Henley Business School in London, United Kingdom.


Hani Nofal

Vice President of INS, Security & Mobility

Hani Nofal is the Vice President of Intelligent Network Solutions (INS), Security and Mobility at GBM, responsible for leading the INS organization across the Gulf and Pakistan with responsibilities focusing on customer satisfaction, profitable growth and building a strong solutions and services portfolio.

In his role, Hani is in charge of the development of strategies for maintaining and growing relationships with partnerships and alliances. Additionally, Hani leads the GBM Cyber Security Practice across the organization.

Prior to joining GBM, Hani was Cisco’s Senior Regional Manager. During his tenure at Cisco, Nofal supported the company’s rapid growth and expansion in the UAE and Gulf, and was responsible for several strategic successes in the region, achieving significant agreements and milestones.

With more than 18 years of industry and management experience in the region, Hani held several roles in global organizations including Digital Equipment Corporation, Compaq and 3Com. Hani has also received several industry recognition awards and has wealth of market, business and leadership experience.

Meet some of our strategic partners


We are proud to be one of IBM’s most strategic partners in the Gulf, having partnered with them since our inception as their sole distributor throughout the GCC (excluding Saudi Arabia and selected IBM product and services.)


Our long standing partnership with Cisco dates back to 1999. We hold the highest level of certification – Cisco Gold partner status and today we are the only Gulf company to hold a combination of; Cisco Master Collaboration, Master Security Partner and Master Networking Specialization accreditation.

With more than 300 Cisco certified resources - GBM holds all the key Cisco architecture specializations such as; Data Center, Collaboration, Security, Enterprise and Software. We are also the only TITAN partner for Cisco AppDynamics in the region.


GBM is the premier partner of VMware, which is the highest partner status within VMware. We are also a VMWare Professional Services Organization(PSO), which enables us to offer consulting, planning, design and deployment services of VMWare solutions.



How can we help?

Our team has expertise across the full range of digital solutions. We are here to help you progress on your journey towards digital transformation.

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