Julian Dent,
Chairman for VIA International will be the keynote speaker at DISTREE XXL 2009,
the largest annual event for the Europe, Middle East and Africa (EMEA)
distribution channel. DISTREE XXL will take place from 9 to12 February 2009 in
Monaco. This year’s event will address common issues faced by the IT channel in
the face of a weakening EMEA economic environment.

VIA International is a specialist routes-to-market
consultancy. Julian has over 25 years experience in distribution throughout the
world, specialising in channel strategy and implementation, working at global
corporate and regional levels. His clients have included HP, IBM, Intel,
Microsoft, Nokia and Xerox. Julian’s speech at DISTREE XXL will focus on what
is required to survive the coming shakeout, explaining the key ways to make it
through the credit crunch and thrive in the new distribution landscape.

Julian explained, “Distributors need to focus on
assessing the ‘right’ financial measures. Too many distributors and vendors
focus their attention on the wrong measures that in the good times, simply
wasted opportunities and capital. However, in the current climate, failing to
learn from these mistakes could mean failure of the business for the
distributor and the loss of market access for the vendor. And don’t think size
gives protection.”

Farouk Hemraj, CEO at DISTREE Events, the DISTREE XXL
organisers, said, “In the face of today’s economic climate, the IT channel
needs to rethink its strategy in terms of expanding global market segments,
adding value and finding the right partners to address new markets. We focus on
getting the top distributors from across EMEA – including fast-growing markets
like the Middle East – to attend DISTREE XXL. These are the channel companies
that can help vendors optimise their existing market resources.”

DISTREE XXL creates a new, unrivalled opportunity for
channel leaders across EMEA to meet and do business with their existing and
prospective vendors. DISTREE XXL will assemble leading technology distributors
from more than 80 countries with the leading technology vendors of the industry
in the most unique, intimate and stimulating atmosphere imaginable. The DISTREE
concept, successfully launched in 2003, is based on a clear concept: bringing
high-level buyers into productive contact with vital vendors.

DISTREE XXL will also see the introduction of the
first vendor-neutral channel awards for EMEA on February 11th 2009. The
inaugural EMEA Channel Academy Awards will celebrate excellence in IT
distribution with 20 awards up for grabs.

More than 1,000 senior executives from the EMEA
distribution and vendor community are set to attend the inaugural EMEA Channel
Academy Awards. Media partners across EMEA are already setting up Local
Selection Committees made up of senior distribution executives to pick the
nominees in each vendor category.

“The EMEA Channel Academy Awards will combine the
glamour of Monte Carlo with the excitement of live voting,” said Hemraj. “These
awards are neutral and independent – and the winners will be picked by the
channel itself. It is our mission to make the EMEA Channel Academy Awards as
open and transparent as possible.”

There are eight awards available for vendors on the
night with distributors voting live for their preferred candidate from a list
of nominees. There will be ten awards for distributors and two channel
executives will be inducted into the EMEA Channel Academy Awards Hall of Fame.

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