Keyston IT Distribution acquires Al Masa, announces global expansion

Keyston’s operations will go from the UAE to the wider GCC and Iraq.

Mahdi Amjad: We contribute to advancing digital transformation and technological prosperity…

Dubai, UAE, 18 April 2022: Keyston IT Distribution has announced the full acquisition of Al Masa, a renowned regional and global provider of the latest technology products, solutions, and services. The acquisition includes Al Masa’s offices, its teams and its existing deals with local and international manufacturers. The deal confirms Dubai’s position as a magnet for innovation-based investments and a ground for those seeking to launch their ambitions, projects, and businesses across the global horizons.

As a result of the new deal, Keyston’s mandate seeks to contribute to the growth of technology companies, drive digital transformation, and technological prosperity, as well as help customers implement their strategies as per the needs of the digital economy.

The acquisition was announced at a ceremony attended by representatives of the top technology companies in the hardware and technology industry. Keyston’s operations will commence from Dubai and expand across the GCC region and Iraq with future plans to expand to most international markets.

Mahdi Amjad, Founder and CEO of Keyston, said, “We are launching from Dubai a new era in the distribution of various information technology products, and we are fully confident in the ability of our team to strive and innovate modern solutions to achieve an unprecedented qualitative leap in this growing sector, which we have pioneered and excelled at.”

“The IT sector has a lot of potential as a result of the growth and increasing demand from customers. The IT spending was reported to have reached $77.5 billion across the Middle East, Turkey, and Africa, before the pandemic, with a growth rate of 2.8 per cent. The current challenges that the sector faces are due to the increased competition between international manufacturers, the pressures imposed by the supply chains, and the high prices of raw materials, which Keyston is capable of dealing with to maximise the available opportunities. Product quality is not alone, whereas a professional distributor is required to enhance its presence and opens up prospects for local and international expansions,” added Mahdi.

Amjad also stressed that Keyston, with its expertise in international and local supply chains, specialised retail markets, and partnerships in the technology sector, is positioning itself strongly as a leading distribution company in the region to become the trusted partner and authorised distributor for traders who want to obtain the best information technology devices and network solutions for individual dealers, companies, departments, and institutions in the private and government sectors.

Keyston’s aim is to provide unparalleled distribution services for the best and latest information technology solutions to its customers, including retailers and integrated system providers. Moreover, the company will offer its expertise and technical services to ensure the prosperity of markets and meet needs through customised solutions and services.

It is worth noting that a number of reputable global names in the IT sector use Keyston as their authorised distributor, which include Avaya, Asus, Canon, and LG, as well as other strategic partners whose relationship with the company has strengthened over the past 25 years.