Alexander Malienko from Dynabook on ‘Bridging the Digital Divide’


For a Special Feature on ‘Bridging The Gap Between Technology And Business,’ Rabab Zehra, Executive Editor of TECHx Media, interviewed Alexander Malienko, Dynabook Europe GmbH, Business Unit Director – Middle East & Africa, to learn more about the role Dynabook plays in empowering businesses during the ongoing wave of digital transformation.

TECHx: How do you see business continuity being redefined in today’s market, where organizations are gradually implementing digital transformation? How does Dynabook assist firms in bridging the gap between business and technology in hybrid work environments?

Alexander: Due to the pandemic, many businesses have had to accelerate their digital transformation, in order to accommodate the needs of a remote workforce.  In its wake, according to our recent research, 59% of employees say that they would like to keep working remotely as much as possible even after COVID-19 restrictions have been lifted. Flexible working options have been high up on the list of most employees for some time now, and now that we’ve proven as a society we can work just as effectively, this has only been amplified further.  Consequently organisations need to navigate changing employee expectations when it comes to ways of working, new technology requirements and the challenges that come with adopting these.  

There has also been an acceleration of change to workplace design and location. Building on the popularity of co-working spaces worldwide before COVID-19, businesses are now looking to reduce desks to make room for flexible collaborative and social areas, or in fact moving away from centralised, city-based offices towards setting up smaller regional offices, potentially splitting operations between several locations.

At the heart of enabling these new ways of working is the importance of reliable and secure workplace technology, especially end-user devices such as laptops and PC’s, which have been the unsung heroes of this pandemic.  Some businesses may have scrambled overnight to equip their workforces with IT kits to support remote work. As many enter recovery stages, they will need to not only rethink their technology procurement choices but enhance digital innovations to thrive long term in the ‘next normal.’

Businesses need to ensure they are investing in lightweight and portable, yet powerful devices designed to accommodate both home working and time in the office. These devices need to be durable enough to withstand being on the move, whilst also having the same next-level connectivity as a smartphone to enable effortless collaboration and avoid costly downtime. Dynabook is dedicated to providing the B2B sector with a device optimised for every level of requirement, with each being carefully engineered to address the security and manageability challenges posed by the accelerated shift towards flexible working patterns.

For example, with the new 14” Tecra A40-J and 15” Tecra A50-J, thanks to Dynabook’s in-house BIOS with extensive security features, Trusted Platform Module (TPM) 2.0, enterprise-grade encryption and optional Windows Hello fingerprint and face authentication, both devices protect users against data, device and identify threats, in addition to meeting Microsoft’s Secured-core PC requirements.   

Another example is the premium Portégé X30W-J, the world’s lightest 13.3-inch convertible with 11th Gen Intel® Core™ vPro® processors. Weighing just 989g, the 2-in-1 device boasts the very latest in performance and security-enhancing features, meeting and exceeding the strict requirements for battery life, start-up time, processor, Thunderbolt 4 and Wi-Fi 6 as specified by Evo™ – the latest iteration of Intel’s Project Athena benchmark for the best mobile computing experience. The Portégé X30W-J provides a complete yet slim and lightweight toolset at the fingertips of the modern mobile worker.

Always a major consideration is security, with devices accessing and entering the corporate network in and away from the office, this opens up the threat landscape for businesses. Dynabook provides end-users with in-built security features such as facial or fingerprint recognition and the Mobile Zero Client solution, ensure devices do not retain sensitive information.

TECHx: Dynabook and PC DealNet recently signed a new distribution agreement. Please explain the significance of this collaboration to our readers.

Alexander: PC DealNet is a regional powerhouse with whom we have worked for many years, previously through our Toshiba business.  They represent the leading brand names in the IT sector, with an impressive presence across Lebanon and the Gulf.  As our authorised distributor in the United Arab Emirates, Qatar, Bahrain, Oman, Lebanon and Jordan, they will appoint a dedicated team to build the channel for Dynabook in these markets, and will improve supply efficiencies by carrying a larger amount of stock locally.  

With their long standing relationships with suppliers and resellers, we are confident that PC DealNet will deliver exponential growth to our business in the Middle East, boosting our exposure in important sectors including education, healthcare, manufacturing, energy (oil and gas) and SME, to name a few.  

TECHx: What role does the channel partner ecosystem play in your company? What does Dynabook do to empower its partners in the face of a changing business landscape?

Alexander: One of the great things about Dynabook as a business is that we are completely channel-focused across the region.

With the vast majority of resellers and distributors agreeing that a personal relationship with vendors is important, with a direct correlation between better relationships and improved sales and performance, we have addressed the challenge of preserving the human touch at a time when communication has become less personal, looking to establish personal relationships across all levels of the partner base, and designing individual partner plans centered around their specific objectives.  By providing a personal, clear, and tailored service, this helps our channel partners to work as effectively as possible, and to deliver this, we have invested in a team of trained, skilled people who are easy to work with, willing to help, and know how to deliver.

We are considering how we may become more relevant with our programme by making it fully available online and accessible via multiple platforms. This ensures we’re facilitating opportunities and, above all else, simply making it easier for new and existing partners to do business with us and making sure they feel confident in doing so.  We will do all we can to support our partners in the Middle East and Africa, providing the time and support they need to drive deliverables.

TECHx: Please tell us about your expansion plans, notably in the Middle East and Africa region.

Alexander: We do see a great deal of growth potential in the MEA region, and this is why we have built a dedicated team to take this forward.   With my appointment earlier this year to Business unit Director Middle East & Africa, and now also the appointment of industry professional  Jean-Mark Aoun to the post of Business Development Manager MEA, we have since bolstered the MEA sales and product team with the recruitment of additional key members, which we plan to introduce to the market at the upcoming GITEX in Dubai later this year.

This, coupled with our strategic plans to move to a two-tier business model in the region, 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.

In terms of sectors, we will be looking to strengthen our presence in Education, Healthcare, Energy and Manufacturing, among others.  All in all, the future looks very exciting for Dynabook!

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