16 INTERVIEW // NEWCOM
THE UNDISPUTED LEADER Sandeep Bhagtani, CEO at Newcom, tells Anita Joseph that the company has chartered impressive growth ever since inception owing to its constant focus on innovation and unflinching compromise on quality and customer service.
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hat are the main learnings of last year? The 18 years of our existence has been a learning experience in itself. Since the pandemic hit us in 2020, the IT Industry worldwide changed drastically. Competition became strong since the “work from home” model was introduced, the demand for gadgets improved-in short, the world became digitalised and more tech savvy. 2021 was great for us, although we did have some challenges-but challenges are part of any journey. We, at Newcom, see every challenge as an opportunity and believe in turning it into victories. Our most recent milestones include awards such as Emerging Value-Added Distributor of the year, where in Feb 2022 we received The Best Distributor Award from Logitech for AMECA region. We are also the master distribution for Brand Targus, the national distributor for Brand Hikvision (IFP) and Logitech distributor for Africa (Ghana). Tell us about your presence in the Middle East region. How have you positioned Newcom amidst all the competition? Our journey of 18 years has not been an easy one but I must say it has been glorious and adventurous. We began from the UAE and gradually moved towards Bahrain, Jordan and other parts of the Middle East. Today, Newcom is present in not only in the Middle East but also in Africa. With the growth of technology and the solutions distribution industry in the UAE and worldwide, the relationship
between technology and human beings has advanced to a level where tech has become an inevitable part of human life. Here is where Newcom plays a very important role, with its philosophy of Partnership beyond Business by acting as a bridge between vendors and channel partners to make sure the product reaches the right end consumers. We started as a small yet ambitious company seeking to fulfil the local market’s need for a reliable distributor with a knack for carefully adapting its services to meet the needs of its customers. Our philosophy of Partnership beyond Business is clearly displayed on our logo, where we have the colour Dark Blue for our vendors who are the providers, Red for our channel partners who are our goal, and Light Blue for Newcom who acts as a bridge between brand partners and channel partners. Along with our expanding portfolio under PC accessories, audio video solutions and security, we also provide the best pre and post service to our customers in the industry. With technology playing a crucial role for distributors, we need to make continuous innovation an inherent part of our operating model. As a Newcom team, we position ourselves as the bridges or you can say we fill the gap between the vendors and the channel partners and make sure the product reaches the correct consumer. Tell us about your channel partner ecosystem-what were the highlights of 2021? We are very thankful to be able to cater to 2000 + channel partners spread across the Middle East and Africa region. We feel blessed to be able to
www.tahawultech.com // Reseller Middle East // MARCH 2022
stand where we are today. We work with almost all major IR, OR, VAR & Etail companies in the Middle East and are tapping into other markets as well. Newcom is one of the frontrunners in distribution solutions, where we not only concentrate on volume added services, but also strongly cater to value added distribution. What are your plans for your partners in the coming year? 2021 was a learning experience which gave us a thorough understanding of how to do things differently this year. In 2022, we will be adding new categories with new brands to provide a one- stop distribution point to our customers. We are also moving ahead with more dedication and commitment to expand in the Africa region in 2022. As mentioned earlier, we see 2022 as an opportunity to take our business to different countries. Our aim is to provide the right product to the right customer and add more brands to our portfolio with our brand partners from different verticals and offer the best products,
OUR JOURNEY OF 18 YEARS HAS NOT BEEN AN EASY ONE BUT I MUST SAY IT HAS BEEN GLORIOUS AND ADVENTUROUS.
