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Atlona to target ICT community in MEA with Trident

Atlona to target ICT community in MEA with Trident

Atlona to target ICT community in MEA with Trident


Atlona has partnered with Trident Technology Services as a representative in the Middle East and Africa. Trident will focus on growing Atlona’s demand and market share with ICT professionals that now require networked AV-over-IP solutions for enterprise-level projects. Trident has been a long-time representative of Panduit, which acquired Atlona in early 2019. It is among the largest sales and marketing representatives for global ICT manufacturers in the region, with four corporate offices and localised sales and support channels in key metropolitan areas.

Trident managing director, Bassel Alhalabi
Trident managing director, Bassel Alhalabi

“We have watched the evolution of AV, IT and telephony converging into one platform, and working with Atlona and Panduit will maximise our penetration into the data network infrastructure,” commented Bassel Alhalabi, managing director, Trident Technology Services. “The ICT community is only starting to learn about AV technology and how it can help win new business. Atlona’s strengths in AV-over-IP distribution, collaboration and control – and its interoperability with Panduit’s network infrastructure solutions – will help us create stronger demand for complete networked solutions that are scalable, flexible, reliable and of exceptional quality.”

Alhalabi, who previously was a Panduit business director in the MEA region for 11 years, adds that working with Atlona brings new opportunity to expand Trident’s footprint into the AV industry. “We view this as an opportunity to develop partnerships with an expanded community of integration and consulting partners that are seeking knowledgeable IT partners, especially in the corporate, education, government and healthcare verticals.”

Alhalabi also anticipates opportunities for co-training and education initiatives with Atlona – as well as through Trident’s own programmes – both online and in-person as businesses gradually re-open. He expects to demonstrate Atlona products alongside Panduit solutions in Trident showrooms, beginning with its Egypt and Saudi Arabia offices.

“Trident’s reputation in the ICT community is unsurpassed in the MEA region, and their value-added expertise will substantially raise Atlona’s profile throughout the MEA region,” said Thorsten Goecke, Atlona’s director of sales for the EMEA region. “We look forward to working together and introducing Atlona to new customers throughout the area.”

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