GITEX 2021: Dynabook to Showcase Tech and Design to Overcome Modern Business Challenges

Alexander Malienko, the Business Unit Director for Middle East, Africa, and Eastern Europe at Dynabook Europe GmbH, speaks about his company’s participation at GITEX 2021

Are you participating in GITEX 2021? If yes, which products and solutions will you be showcasing at GITEX Technology Week?
Yes indeed, we are delighted to be returning to GITEX in 2021, the most important technology showcase in the Middle East & Africa region. You can find us on Stand CC2-16. We will be presenting our latest range of business laptops, from the ultra-lightweight, premium Portégé units with 11th Gen Intel Core vPro processors, to the new Tecra A40-J and A50-J designed for the modern professional.

All engineered to exceed Intel’s exacting new Evo classification, meeting Microsoft’s strict Secured Core device requirements to ensure resistance to current and future cyber-threats, and with precision-engineered full magnesium chassis tested to demanding MIL-STD 810G standards, our devices are ideally suited to the new hybrid workplace models.

We will also showcase some of our innovative solutions that integrate the latest technology and design to overcome modern business challenges. For example, our Windows-based Edge computing device, the dynaEdge DE-100 together with the AR100 smart glass wearable gives front line workers a complete head-mounted display and camera, designed specifically to optimise efficiency with the benefit of hands-free working.

We will also have a display dedicated to our work with the education sector, which has emerged as one of the fastest-growing categories given the greater need for home learning solutions created by the pandemic. Our purpose-built Satellite Pro E10-S, which was specifically designed for students, from its robust build to its lower price positioning, will doubtless be well received at the show. Finally, we will have the world’s first Windows collaboration display by Sharp.

What are your expectations from the event this year?
We all know that personal relationships are vitally important in a region like the Middle East, so we are very excited to be able to meet our partners, customers, and the media face to face after almost two years of travel restrictions making such interactions impossible. We have been building a dedicated regional team to drive our expansion plans, as well as having signed PC DealNet as our authorised distributor in some key markets.

Therefore now is the perfect time to introduce our full team to our peers in the industry and to seize any relevant opportunities to boost our exposure in sectors including education, healthcare, manufacturing, energy (oil and gas), and SME, to name a few.

What will be your theme of participation at GITEX?
We don’t have a specific theme to our participation this year, our focus will be on key areas of our business with our award-winning B2B laptops, our innovative solutions, and our work with the education sector. We are also excited to meet our existing and new channel partners, key customers, and the media face to face, and to introduce our new team members dedicated to the Middle East and Africa region. It will be my first GITEX since joining Dynabook earlier this year, so this all-important face-to-face interaction will personally be my biggest focus.

Do you plan to run any online engagements such as webinars alongside GITEX?
Over the past 18 months, in response to the travel restrictions and social distancing measures, we have organized regular, interactive webinars to brief on new products and developments, and we will certainly continue to use this medium where needed. However, during GITEX we hope to maximise the opportunity for face-to-face contact where it is safe and reasonable to do so.

How have your regional strategies changed in recent months?
Our regional strategy has remained consistent in moving toward a two-tier business model, which will enable us to broaden our reach into the market and address a wider audience. The distribution agreement with PC DealNet is one such move, and we will be looking to grow our second-tier reseller base through such partnerships.

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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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