Dynabook seeks to expand its presence in the B2B market of the Middle East – News

A Dynabook study showed that 65% of European IT decision-makers have access to increased IT budgets this year to enable more remote work.

Posted: Mon Oct 18, 2021, 11:50 PM

Japanese personal computer maker Dynabook has announced that it is looking to expand its presence in the UAE and Middle East markets, with the education sector identified as a top priority for the brand.

Speaking to Khaleej Times during Gitex Technology Week 2021, Damian Jaume, president of Dynabook Europe, noted that while the brand has enjoyed considerable success in his native Japan, brand recognition has not been really easy. in the Middle-East. However, he believes that will change with the accelerating trends in remote work and distance learning seen in the region due to the Covid-19 pandemic.

“In Europe, we really had the opportunity to show off the capabilities of the brand when we delivered very large volumes of laptops to the government for educational purposes,” he said. “In the Middle East region, we are discussing how we can tap into the education market. If we have students who use our PCs, they will recognize the brand. In addition, we also focus on the SME market and the reseller channel. We are looking for resellers and resellers to work with since we are a primarily B2B brand.

Recent research by Dynabook has shown that 65% of European IT decision makers have access to increased IT budgets this year to enable more widespread remote and hybrid work, as well as to support business continuity. Cloud solutions and remote IT support have been highlighted as top priorities for organizations across all markets and industries. The study also found that 67% of employees are expected to work from home or without a fixed location after the pandemic, which rose from 53% before Covid-19.

Jaume explained that these trends are also true for the Middle Eastern market. “Improving connectivity is a key feature for us. The next step is integrated communication and we are already working with telecoms to develop the concept of an always connected PC. Another key feature is cybersecurity, especially the speed with which 5G networks are deployed. “

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