Redington, SAS Partner to Expand Reach in META

In a strategic move aimed at bolstering its presence in the Middle East, Africa, and Turkey (META) regions, SAS, a global data and AI solutions company, has announced Redington as its new distribution partner. This partnership marks a significant shift in SAS’ distribution strategy, with a focus on enhancing accessibility to its cutting-edge software solutions for businesses across industries.

Under the agreement, Redington, a multibillion-dollar technology distributor known for its innovation and extensive network, will serve as the primary distributor for SAS products in META. This collaboration aims to provide SAS Partners in the region with expanded resources and support to better serve their clientele.

John Carey, Vice President of Global Channels at SAS, emphasized the importance of empowering partners for mutual growth, stating, “Our partners are powerful growth engines and innovators. 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.”

Redington’s strong presence and established network of channel partners across META, coupled with SAS’ industry-specific solutions and its comprehensive SAS® Viya® platform, are expected to pave the way for enhanced digital transformation efforts in the region. The partnership will offer channel partners access to sales support, enablement programs, and marketing expertise, further driving innovation and growth.

Dharshana Kosgalage, Head of Technology Solutions Group at Redington META, highlighted the significance of the collaboration, stating, “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 reinforce our verticalized offerings for key industry sectors of BFSI, government, and manufacturing.”

With both SAS and Redington poised to capitalize on the burgeoning opportunities in data and AI-led transformation, the partnership signifies a significant step towards enabling businesses in META to harness the power of advanced analytics for driving efficiency, enhancing customer experiences, and improving profitability.