30-06-2025
Lenovo ISG Empowers Middle East Partners with Scalable AI, Cloud, and Greener IT Solutions
Alaa Bawab, General Manager of MEA Infrastructure Solutions Group (ISG) at Lenovo, explains that the channel program empowers Middle East partners with AI-ready infrastructure, hybrid cloud solutions, green IT, and strategic incentives —driving scalable growth, digital transformation, and sustainability through the Lenovo 360 framework.
How would you define Lenovo's channel partner program, and what key elements make it unique and impactful for your partners?
Lenovo's channel partner program is the cornerstone of our business model, designed to facilitate collaboration, innovation, and growth for all. The program is implemented under the Lenovo 360 framework, which combines offerings from the Infrastructure Solutions Group (ISG), Intelligent Devices Group (IDG), and Solutions & Services Group (SSG). This holistic plan offers partners a comprehensive portfolio of cutting-edge technologies, including AI-driven solutions, hybrid clouds, and edge computing platforms. Cutting-edge capabilities, such as tiered accreditation, deal protection, profitability models, and proprietary incentives, enable partners to stand out in competitive markets and drive sustainable growth. Additionally, sites like the Lenovo Partner Hub provide real-time intelligence, effective operational tools, and marketing resources that enable partners to operate efficiently and effectively. Our commitment to initiatives like 'Smarter Technology for All' enables partners to offer transformational solutions that support worldwide sustainability goals and local agendas.
What is the core objective of Lenovo ISG's channel partner program in the Middle East, and how is it tailored to the region's unique needs?
The overall vision of Lenovo ISG's Middle East channel partner program is to empower partners to keep pace with the increasingly dynamic digital transformation landscape of the region. Observing the nuances of the Middle East—through smart city initiatives and infrastructure revamps, as well as growing business in hybrid cloud and AI installations—the program was designed to accommodate flexibility, scalability, and in-field direction. Through the alignment of government agendas and enterprise needs, Lenovo enables partners to deliver innovative, scalable solutions that propel industries further. Furthermore, the program prioritizes sustainability through the delivery of energy-efficient technology and green-friendly practices to support partners in accomplishing technological as well as environmental goals. With intensive training, technical enablement, and collaborative strategic planning, Lenovo empowers partners to thrive in this rapidly evolving market while delivering exceptional value to customers.
How does Lenovo ISG enable its channel partners to drive growth and deliver value-added solutions across enterprise and mid-market segments?
Lenovo ISG empowers channel partners to drive growth with a complete range of enterprise-class and mid-market solutions, including servers, storage, edge computing, and AI-ready infrastructure. Partners have access to cross-functional sales enablement tools, co-marketing materials, and next-generation technical support as well as an end-to-end portfolio of products ranging from the pocket to the cloud. Flexible consumption models, such as TruScale Infrastructure-as-a-Service, enable partners to deliver scalable, pay-as-you-go solutions tailored to customer needs. Additionally, Lenovo provides strategic views and data-driven insights to help partners identify opportunities and develop effective go-to-market strategies. The capabilities enable partners to reach multiple segments in a market, offer value-added services, and get long-term sustainable growth while addressing the intricacies of IT problems. Moreover, Lenovo collaborates with a wide range of Independent Software Vendors (ISVs) such as Nvidia, AMD, Nutanix, Microsoft, and Red Hat, all of which have access to. These partnerships provide channel partners with access to a broader array of solutions and a software-agnostic approach, enabling them to deliver truly tailored solutions to customers without encountering issues with legacy software.
What kind of training, certification, and technical enablement does Lenovo provide to ensure partners are ready to support complex infrastructure deployments?
Lenovo offers a comprehensive range of training, certification, and technical enablement programs to equip partners with the skills necessary to sell complex infrastructure solutions. Partners can access role-based learning paths, technical certifications, and hands-on labs on topics like hybrid cloud, AI, and edge computing through portals like the Lenovo Partner Hub and Lenovo 360 Engage. Tiered accreditation in the Lenovo 360 program motivates partners to develop their skills and unlock more benefits. Lenovo also offers pre-sales and post-sales technical assistance, along with access to solution architects, to equip partners with the skills and confidence to deploy sophisticated solutions successfully. The programs are designed to keep partners ahead of industry trends, allowing them to serve as trusted advisors for their customers.
How does Lenovo support partners in capitalizing on opportunities in key growth areas like data centers, edge computing, hybrid cloud, and AI infrastructure?
Lenovo empowers its partners to capture opportunities in high-growth areas ahead of the curve through industry-first technologies, strategic, and tailored go-to-market programs. For example, Lenovo ThinkSystem and ThinkAgile portfolios offer modular, scalable solutions designed for data centers, edge locations, and hybrid cloud scenarios. Partners are also empowered through Lenovo investments in AI-ready infrastructure, such as NVIDIA-based systems, to enable transformative solutions for AI workloads. Apart from this, Lenovo's flexible consumption models, such as TruScale, allow partners to offer subscription solutions that capture customer demand. Together with training, marketing support, and lead generation, Lenovo equips its partners for competition in new markets.
What incentives, deal protection, or profitability models does Lenovo ISG offer to ensure long-term sustainability for its partners?
Lenovo ISG offers a variety of incentives and profitability structures for long-term viability for its partners. These include deal registration programmes that safeguard partner investment, rebates tied to performance milestones, and tiered rewards under the Lenovo 360 Accreditation programme. Partners are also granted higher margins per line of products and packs of solutions, resulting in increased profitability. Additionally, Lenovo offers financial freedom with TruScale, enabling partners to provide customers with pay-as-you-go options while securing recurring revenue streams. By blending these enticements with clear policies and strong support, Lenovo cultivates trust and enables its partners to experience steady, lasting growth.
How does Lenovo collaborate with partners on go-to-market activities, including co-selling, marketing campaigns, and lead generation?
Lenovo employs a partner-to-market collaborative approach for go-to-market efforts, which involves close collaboration with partners to achieve the highest level of market impact. Under co-selling initiatives, Lenovo sales teams collaborate closely with partners to identify opportunities, engage with customers, and effectively close deals. Marketing enablement is another core area where Lenovo spends heavily in funding, template customization, and campaign tools in the Lenovo Partner Hub. Partners can leverage these assets to expand their reach and establish themselves as trusted advisors. Lenovo also takes the lead in generating leads by delivering actionable insights, local market insights, and targeted lists of potential leads, enabling partners to ramp up their sales pipeline. The combined strategy enables partners to expand their reach, foster deeper customer relationships, and achieve sustained long-term growth.
How is Lenovo ISG evolving its partner ecosystem to align with the digital transformation priorities of governments and enterprises in the region?
At Lenovo, we are committed to continuously evolving our partner ecosystem to align with the digital transformation priorities of governments and enterprises in the Middle East. We recognize the region's focus on initiatives such as smart cities, advanced infrastructure modernization, and sustainability, and we actively support our partners in addressing these demands.
By providing access to an end-to-end portfolio of technologies, tailored solutions, and strategic enablement tools, we empower partners to deliver impactful outcomes that drive progress across industries. Our programs are designed to help partners navigate emerging opportunities, including AI-driven innovation, hybrid cloud adoption, and edge computing advancements.
Furthermore, Lenovo fosters collaboration with partners to ensure they remain agile and responsive to shifting market dynamics. Through this approach, we aim to build a robust channel ecosystem that not only supports regional priorities but also enables long-term growth and success for our partners.
How is Lenovo ISG integrating sustainability into its data center and infrastructure solutions, and how are channel partners in the Middle East supported in delivering greener IT to their customers?
Sustainability is a core foundation of Lenovo ISG's vision, and we work to empower our partners to provide green IT solutions. Our data center solutions integrate leading-edge technologies such as Lenovo Neptune Cooling, which leverages liquid cooling to reduce energy consumption and improve efficiency. This innovative solution minimises power consumption for high-performance computing (HPC) workloads to the lowest possible levels, significantly reducing carbon footprints while delivering maximum performance.
Besides Neptune Cooling, Lenovo's power-saving technologies and modular designs are engineered to make our infrastructure solutions eco-stringent. Through initiatives such as the Lenovo 360 Circle, we empower partners with the tools, training, and resources they need to integrate sustainability into their portfolios. Lenovo also aligns its green efforts with regional government agendas to enable partners to sponsor large-scale sustainability projects, such as smart cities and national digitization programs. By empowering partners with green innovations, Lenovo enables them to bring about meaningful change and address customers' growing demand for greener IT solutions.
