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Dynabook Signs Up Metra Computer Group for KSA

Dynabook Europe GmbH has signed an agreement with Metra Computer Group, one of the fastest-growing value-added distribution companies in the Middle East and North Africa region, with a strong foothold in Saudi Arabia. The agreement gives Metra authorised distribution rights of Dynabook’s award-winning B2B mobile computing products and services across the Kingdom.

This move has been taken by Dynabook MEA to strengthen the business in Saudi Arabia and represents the next stage in achieving the company’s strategic plans to move to a two-tier business model in the region, in order to drive market exposure, business growth, and improve supply efficiencies.

Founded in 1982 in Egypt with its first cross-border expansion to Saudi Arabia taking place in 1991, Metra Group now has over 30 vendors, 500 regional employees, 6500 partners, and resellers, with a solid presence across multiple regional markets as well as the USA. Representing the leading brand names in the IT industry, the Group excels at creating effective and beneficial distribution networks of service and knowledge, with a keen focus on logistics, effective marketing programs, financial services, product aggregation, maintenance, staff training, and technical support.

“We have enjoyed a long and successful operation in Saudi Arabia through our Toshiba business historically, and have been in discussions since the transition to Dynabook to identify the best partner to take us to the next level in that critical market, and that partner is Metra,” said Alexander Malienko, Business Unit Director Middle East & Africa, Dynabook Europe GmbH. “With many ground-breaking infrastructure developments and digital transformation projects across the public and private sectors in the pipeline in Saudi Arabia, designed to achieve their ambitious ‘Vision 2030’ plans, the time is ripe to establish a more robust presence with our products and solutions that are 100% designed for the B2B customer, and in particular growth sectors like health tech, edutech, and fintech. We are grateful to our existing channel partners for their ongoing support, and look forward to continued success for all as we take this next exciting step with Metra.”

Commenting on the signing, Mohamed Amer, VP of Metra Group said, “we are delighted to partner with Dynabook, driving demand for their exciting range of market-leading business laptops and mobile computing solutions in the Kingdom of Saudi Arabia, through existing and new channel partners. With the acceleration of digital transformation projects in the Kingdom, Dynabook is well-placed to satisfy the stringent demands of organizations looking for the best quality and most innovative tech solutions, and we are excited to help to drive their future success through our value-added services for channel partners.”

With the establishment of a strong commercial team based in Dubai, and following successful presence at several key trade shows including GITEX in Dubai and LEAP in Riyadh over the past 6-12 months, the agreement with Metra signifies yet another important step by Dynabook towards becoming more firmly established as a key player in the B2B mobile computing sector in the Middle East & Africa region.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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