Toshiba refocuses B2B attention in the Middle East
Toshiba, the global diversified provider of information technology and communications solutions provider, looks set to strengthen its footprint across the Middle East.
In an announcement made this week, Toshiba stated a renewed strategy for the Middle East, moving its focus towards the business computing market through the development of business to business (B2B) PC devices solutions.
With the new strategy, Toshiba will concentrate on its customers in the Pan-Middle Eastern region, providing innovative product solutions built on mobility, security and reliability.
"With over 30 years' heritage in the business device market, solving business challenges and driving efficiencies is in our DNA. We have been present in the Middle Eastern market for several years providing advanced technological solutions through our PC offerings," said Maki Yamashita, Senior Vice President, PC & Solutions EMEA, Toshiba Europe GmbH. "Our renewed focus is to grow our presence in the Middle East substantially, and ensure we are seen as a leading B2B PC business that provides innovative technology - helping businesses to address the challenges that trends such as digital transformation and the mobile workforce are presenting to them."
"Businesses in the Middle East are under increasing pressure to make sure that they have the technology and processes in place to meet employee demands for flexible, secure working solutions. Embracing mobile technology not only drives staff engagement and workplace satisfaction, but also increases productivity while making long term cost savings" adds Yamashita.
With the Middle East embracing the technology of today and processing more and more data, the move comes at the optimum time.
For employees handling increasing volumes of sensitive information, Toshiba has a number of client solutions that remove the threat of malware from being stored on devices, as well eliminate data theft in the event of a device being lost or stolen.
"We are seeing an increase in businesses looking for hardware solutions that not only solve business challenges, but drive efficiencies and address the need for more flexible, secure working solutions", said Mr. Yasser M. Ghoneim, Enterprise Marketing Group General Manager, El Araby. "Combined with a solution like TMZC that empowers staff to work on the move, while following all of the business security regulations, will be a much-anticipated proposition in the Middle East."
Toshiba has adopted a more focused B2B distribution strategy to ensure the end-user has access to all its product solutions, with partners across the region including ABM in KSA, El Araby in Egypt, Al Futtaim in UAE, ABM in Kuwait, and Mannai in Qatar.
"Toshiba is a well-known and respected brand in the Middle East, we're looking forward to working together on its renewed B2B strategy to grow its position in this competitive sector," adds Mr. Rajagopal. S, General Manager, Al Futtaim Electronic, Techserve.
"We believe the investments we are making across EMEA are creating strong conditions for growing our PC business in our core regions and sectors," adds Yamashita. "We're confident in the strength of our renewed strategy and channel partners and are aiming for sustained growth across the Middle East."
GfK and VMware: Innovating together on hybrid cloud
GfK has been the global leader in data and analytics for more than 85 years, supplying its clients with optimised decision inputs.
In its capacity as a strategic and technical partner, VMware has been walking GfK along its digital transformation path for over a decade.
“We are a demanding and singularly dynamic customer, which is why a close partnership with VMware is integral to the success of everyone involved,” said Joerg Hesselink, Global Head of Infrastructure, GfK IT Services.
Four years ago, the Nuremberg-based researcher expanded its on-premises infrastructure by introducing VMware vRealize Automation. In doing so, it laid a solid foundation, resulting in a self-service hybrid-cloud environment.
By expanding on the basis of VMware Cloud on AWS and VMware Cloud Foundation with vRealize Cloud Management, GfK has given itself a secure infrastructure and reliable operations by efficiently operating processes, policies, people and tools in both private and public cloud environments.
One important step for GfK involved migrating from multiple cloud providers to just a single one. The team chose VMware.
“VMware is the market leader for on-premises virtualisation and hybrid-cloud solutions, so it was only logical to tackle the next project for the future together,” says Hesselink.
Migration to the VMware-based environment was integrated into existing hardware simply and smoothly in April 2020. Going forward, GfK’s new hybrid cloud model will establish a harmonised core system complete with VMware Cloud on AWS, VMware Cloud Foundation with vRealize Cloud Management and a volume rising from an initial 500 VMs to a total of 4,000 VMs.
“We are modernising, protecting and scaling our applications with the world’s leading hybrid cloud solution: VMware Cloud on AWS, following VMware on Google Cloud Platform,” adds Hesselink.
The hybrid cloud-based infrastructure also empowers GfK to respond to new and future projects with astonishing agility: Resources can now be shifted quickly and easily from the private to the public cloud – without modifying the nature of interaction with the environment.
The gfknewron project is a good example – the company’s latest AI-powered product is based exclusively on public cloud technology. The consistency guaranteed by VMware Cloud on AWS eases the burden on both regular staff and the IT team. Better still, since the teams are already familiar with the VMware environment, the learning curve for upskilling is short.
One very important factor for the GfK was that VMware Cloud on AWS constituted an investment in future-proof technology that will stay relevant.
“The new cloud-based infrastructure comprising VMware Cloud on AWS and VMware Cloud Foundation forges a successful link between on-premises and cloud-based solutions,” says Hesselink. “That in turn enables GfK to efficiently develop its own modern applications and solutions.
“In market research, everything is data-driven. So, we need the best technological basis to efficiently process large volumes of data and consistently distill them into logical insights that genuinely benefit the client.
“We transform data and information into actionable knowledge that serves as a sustainable driver of business growth. VMware Cloud on AWS is an investment in a platform that helps us be well prepared for whatever the future may hold.”