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Sage Eyes Growing Demand for Smart Accounting, HR Solutions in Middle East

Appoints Redington Gulf as Official Distribution Partner for Region to Capture Market Share

Dubai, UAE - 25 February 2020 – In a bid to capitalise on the high uptake for automated and digitalised accounting and HR solutions in the Middle East, Sage (FTSE: SGE), the market leader in cloud business management solutions, is actively pursuing a digital-first growth strategy in the region.

Digital transformation is emerging as one of the key trends dominating the region, according to joint research undertaken across the Middle East by Sage and International Data Corporation (IDC), the premier global provider of market intelligence. Some 76 per cent of the businesses surveyed have digital transformation projects underway, while 13 per cent are about to start, and 11 per cent are at the planning stage.

Enhancing the customer experience, improving operational efficiency, reducing costs, and streamlining processes are among the main objectives for companies embarking on their digital transformation journey. Among the top technologies that are changing the business landscape are AI and machine learning, including robotic process automation, cloud computing, and blockchain.

This trend has also impacted company budgets, with 43 per cent of ICT budgets allocated towards innovation projects last year, compared to 39 per cent in 2018. In this context, the research highlighted the crucial role of CFOs in digital transformation that involves funding and influencing technology-led digital innovations, championing organisation-wide digital transformation, and leading the transformation of the financial function.

Furthermore, according to the META ICT Outlook and Predictions 2020 by IDC, investments in digital transformation and innovation are set to account for 30 per cent of all IT spending in the Middle East, Turkey, and Africa (META) region by 2024, up from 18 per cent in 2018. These numbers indicate tremendous growth potential for Sage’s products in the region that can help companies succeed in the age of digital transformation.

To meet the increasing demand for cloud-based cloud business management solutions from customers in the GCC, Sage has lately appointed Redington Gulf, a leading provider of information technology products and services, as its value-added distribution partner for small and medium business products and services.

Under the terms of the partnership, Sage can now leverage Redington Gulf’s wide distribution network to expand its presence in the Middle East and reach new markets and customers while simplifying and improving its operational processes and efficiencies.

Speaking on the development, Mansoor Sarwar, Director of Technical Services at Sage Middle East, said: “The Middle East is a strategic and high-growth region for Sage, with many businesses recognising the need to move from legacy software to smarter cloud-based solutions. Collaborating with Redington Gulf, a best-of-breed distribution partner enables us to implement our growth strategy and better serve the needs of this dynamic market.”

Mansoor Sarwar

He added: “In line with our strategic business goals for 2020, we aim to expand our geographical footprint through deepening penetration in established markets and foraying into new ones. We look forward to benefiting from  best practices that multi-tier Distribution network brings.”