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ASBIS Middle East: Driving innovation and growth across robotics, gaming, and retail in the MEA
In a recent interview with Integrator Media, Hesham Tantawi, Vice President of ASBIS Middle East, discussed the company’s strategic initiatives in various sectors, including robotics, gaming, retail, and lifestyle technology. The interview sheds light on ASBIS’s growth trajectory and its dedication to partnership-driven development in the region.
Key highlights from the interview:
1. Robocafe expansion
ASBIS is introducing Robocafé, a fully automated coffee service, in high-traffic areas of the UAE and Saudi Arabia, following its successful launch in Limassol. The company emphasizes that strategic partnerships are essential for the successful deployment of this service across the region.
2. Focus on the African market
ASBIS is enhancing its presence in Africa, particularly in Nigeria, Ghana, and the Ivory Coast. This initiative will kick off with their participation in GITEX Nigeria 2025, showcasing their commitment to expanding into new markets.
3. Leadership in the gaming sector
ASBIS is increasing its focus on the rapidly growing gaming industry by offering customized gaming PC assemblies and supporting high-end simulators. The company is also ensuring a robust inventory despite the challenges posed by global supply chain issues.
4. Retail enablement
ASBIS has established the region’s only dedicated distributor training department, emphasizing results-driven retail. This department aims to equip partners and sales teams with the necessary tools and resources for success.
5. Premium lifestyle innovation
The company represents luxury audio brands such as Bang & Olufsen, targeting a specialized niche that combines luxury lifestyle with gaming technology.
6. GCC channel maturity
Mr.Tantawi characterized the current market phase as the “Years of Alignment,” highlighting that partners in the GCC are now working towards synchronized growth strategies within a more stable and resilient business environment.
Overall, the interview illustrates ASBIS’s role as a leading technology provider that is committed to innovation, strategic collaborations, and sustainable growth across the Middle East and Africa.
For a more in-depth look, you can read the full interview in the latest issue of Integrator Media: Digital Magazine Technology – The Integrator
