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Logicom is consolidating its Business portfolio and is strategically aligned with some of the leading brands to be a key player in the value add distribution market. A chat with the company’s Middle East GM, Sajith Raj follows
Discuss Logicom’s go to market focus in terms of value and volume models of distribution
We are on course to strengthening our focus in value distribution further and have received recognition from some of our vendors as of last year that confirms we are moving in the right direction. Schneider Electric, with whom we mostly focus on the enterprise side, awarded Logicom the Distributor of the Year for MEA in 2013. Last year, Logicom was also named ‘HP PPS Distributor of the Year’. In addition, Logicom was awarded ‘EMEAR Services Distributor of the Year’ at Cisco’s EMEAR Distribution Business Forum which were among the highlights last year.
We are trying to develop a datacenter portfolio where all these products will complement each other. We will look for products and Brands that will complement what we already offer.
We do not have a real focus in volume distribution like earlier. However, we still have a balanced portfolio though. In components, we have strong brands including Intel, Kingston and WD.
As far as our channel is concerned, our partners are mostly resellers selling to SMB customer accounts with between 100-500 employees each.
Discuss your value distribution portfolio
We have Cisco and HP Business units. We also have products like Commvault, Netapp all into the value space. We have APC by Schneider Electric – focusing in enterprise level projects. Adobe is another product in the value portfolio. Netapp is a recent addition. Watchguard is another product that we have had for almost two years now. We don’t have any competing products as of now. We are looking for some products on the Virtualisation front as well as some products on the security software front. We are having a few discussions as of now.
Comment on how you expanded your Business with HP
We are only doing commercial products for HP. So we have the profile of a value add distributor when it comes to HP. From the time we started the value focus, we now have developed a team focused on the workstations business. The focus is now on the entire HP portfolio. We started this with servers and then added storage and now have Technical services as well. We have a good presales team as well for the HP Business.
Discuss your growth in 2013
We only make public announcements about our performance after the annual audits and we also give ME figures separately. However, I can confirm that we have seen growth in 2013 and we have added new products. For instance, we added printers which were missing from our portfolio. In terms of products lines, there has been growth across almost all.