Speed and Agility: A New Frontier for Vendors and the Channel Community

Channel partners can stay ahead of market trends by embracing innovation, providing value-added services, and forming alliances. There is a demand for training and consulting services, and as trusted advisors, technology partners can guide customers through complex technological landscapes says BASSAM RACHED, Gulf Business Machines.

Describe your current job role and a summary of the business model of  your organisation? 
Bassam Rached, in his role as General Manager of Technology at Gulf Business Machines, GBM, oversees strategic planning and implementation of technology initiatives. He drives GBM’s growth and profitability by managing critical relationships with key vendors and customers and leading the company’s technology business, engineering, and marketing efforts. As an end-to-end digital transformation partner, GBM provides an extensive technology portfolio, including cloud, infrastructure, business solutions, cyber security, and services. In this capacity, Bassam leads teams that align solutions with business needs and ensure customer infrastructure continues to be scalable and secure. He also plays a vital role in aligning the company’s technology offerings with market demands, while managing high-performance teams and an environment of innovation and collaboration within the organisation.

What are your strengths and abilities that you bring to the above role? 
Bassam’s strengths stem from his two decades of experience in the GCC region and cross-industry expertise, allowing him to shape and execute technology strategy effectively. He excels in aligning technology solutions with business objectives, promoting innovation and operational efficiency. His adeptness in managing vendor and customer relationships has allowed GBM to cultivate successful long-term partnerships. Bassam’s strong leadership skills foster effective team management and collaboration across departments. His deep understanding of GBM’s offerings, coupled with strong leadership qualities, allow him to enhance performance and service excellence within the organisation.

Please describe the opportunities and challenges that exist for channel partners in your market? 
In today’s competitive business environment, keeping up with the fast pace of technological changes and adapting to new products and solutions can be challenging, especially with the drive from customers to adopt innovative technologies in response to a highly digitised economy. Customers today are looking to be faster and more agile, and this is equally an opportunity and a challenge that both vendors and the channel community look to navigate. For instance, leveraging AI technologies to serve business and corporate new services offerings is a multidisciplinary effort, requiring partners to stay update on the latest advancements. Similarly, the increasing sophistication and frequency of cyber threats demand that channel partners prioritise robust cybersecurity measures to protect data. Digital transformation partners must manage the delicate balance and stay competitive in a rapidly shifting market. Navigating these aspects requires flexibility, adaptability, and a strong strategic approach.

Which technologies and innovations can make a difference to the channel market dynamics in the near future?
Technology innovations offer opportunities to streamline operations, provide personalised solutions, and enhance customer experiences, ultimately leading to greater efficiency and competitiveness. Emerging technologies such as AI and GenAI, AIOps, and cloud computing with associated Finops and observability and cyber risk management solutions have significantly impacted the channel market dynamics in recent months. Capitalising on AI, cybersecurity, and AIOps technologies is proving to be a game-changer for regional businesses looking to stay ahead of market trends and deliver exceptional value to their customers. For example, in the Middle East region, by utilising AI for data driven enhanced customer experience, technology partners are able to offer more personalised services and solutions to customers, leading to increased customer satisfaction and loyalty. 

How can a channel partner disrupt the regional market and gain a leading competitive position? 
Channel partners can stay ahead of market trends by embracing innovation, providing value-added services, and forming strategic alliances. There is a huge demand for training and consulting services, and as trusted advisors, technology partners can guide customers through complex technological landscapes, offering expert insights and tailored strategies to optimise their digital transformation journeys. This guidance helps customers navigate new technologies effectively, leading to higher satisfaction and loyalty. By focusing on long-term partnerships, channel partners can create mutual success and drive sustained growth for both them and their clients.

Which aspects of your job role do you find rewarding and which challenging? 
Co-creation of solutions with customers, working with a talented team and innovative ecosystem, and delivering successful projects that make a positive impact, is a rewarding experience. The most challenging aspects, which Bassam believes are important for sustained growth and progress, include managing rapid industry changes, keeping up with evolving technologies, and ensuring the company maintains a competitive edge in the market.

How do you best like to de-stress and re-charge off work? 
Spending quality time with my family is a top priority for me when it comes to de-stressing and recharging off work. Engaging in workout activities helps me relieve stress and increase my energy levels. Additionally, unwinding with a good book is another favourite way for me to relax and recharge.

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