SAS partners with Redington to expand presence in Middle East Africa and Turkey

Saturday, February 17, 2024

SAS, a leading company in data and AI, has chosen Redington, a technology distributor and innovator worth billions, as its latest distribution ally for the Middle East, Africa, and Turkey (META). In a strategic move to amplify its partner network, SAS has recently transitioned to a novel distribution framework aimed at empowering SAS® solution provider partners (resellers) to efficiently distribute its advanced software to a wider customer base across various industries and locations. This collaboration with Redington is set to enhance the capabilities of SAS Partners in these regions, offering them greater reach and resources. This expansion is not only beneficial for the partners’ growth but also for customers eager to leverage their data through SAS’s innovative solutions.

“Our partners are powerful growth engines and innovators. As we grow our business, we want to empower them to do the same alongside us,” said John Carey, Vice President of Global Channels at SAS. “Joining forces with Redington will help us scale, providing our partners with additional tools and growth opportunities as we work to solve our customers’ most pressing challenges with AI and analytics.”

Boasting a significant footprint in the META region, Redington leverages its extensive network, featuring 290 international brands, to link channel partners, fostering value creation and propelling digital transformation. This aligns seamlessly with SAS’s wide array of industry-tailored solutions, including the comprehensive, cloud-native data and AI platform, SAS® Viya®. Furthermore, Redington commits to bolstering channel partners with localized sales support, training, and recruitment assistance, offering workshops, customized programs, and marketing expertise. The integration of SAS’s sophisticated AI, analytics, and data management tools with Redington’s expansive ecosystem equips both partners and customers with a formidable blend of resources for innovation and growth.

“Redington is reimagining the digital future by empowering the channel community to become trusted digital consultants. We do this by equipping partners with cutting-edge solutions and services from leading global brands that will enable end customers to achieve business outcomes. The digital future that we are helping to create will be defined by increased efficiency, enhanced customer experiences and improved profitability,” said Dharshana Kosgalage, Head of Technology Solutions Group at Redington META. “Our association with SAS adds a whole new dimension to our focus on reimagining the digital future. It will play a key role in Redington’s penetration into the critical technologies of AI and advanced analytics and reinforces our verticalized offerings for key industry sectors of BFSI, government and manufacturing. With our trusted, analytics-focused network of partners across META, we are looking at a huge opportunity ahead of us in the world of data and AI-led transformation.”

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