Showcasing exemplary stories of success where channel partners have gone to great lengths to implement innovative solutions. Acclaiming those partners who have risen to the challenges of the digital era and transformed their business to a solutions offering. Inspiring channel businesses to become value-added providers and trusted allies to their customers. Stories that made a Difference.

1. SHOWCASING EXEMPLARY STORIES OF SUCCESS WHERE CHANNEL PARTNERS HAVE GONE TO GREAT LENGTHS TO IMPLEMENT INNOVATIVE SOLUTIONS.
ACCLAIMING THOSE PARTNERS WHO HAVE RISEN TO THE CHALLENGES OF THE DIGITAL ERA AND TRANSFORMED THEIR BUSINESS TO A SOLUTIONS OFFERING.
INSPIRING CHANNEL BUSINESSES TO BECOME VALUE-ADDED PROVIDERS AND TRUSTED ALLIES TO THEIR CUSTOMERS.
STORIES
THAT
MADE
A
DIFFERENCE
ISSUE 01
POWERED BY
IT’S NOT ABOUT IDEAS. IT’S ABOUT MAKING IDEAS HAPPEN.
Entrepreneurial thinking

2. VALUE STORIES|2018 3
CONTENTS
PROLOGUE
BE THE GAME CHANGER
Value Stories, a brand-new initiative by Redington Value turns
the spotlight on the differentiators within the IT channel in the
Middle East.
The regional IT business has evolved over the years to
reflect changing market conditions. Emerging technologies
have further dictated the dynamic IT environment, compelling
all stakeholders to transform to the demands of the digital era.
From virtualization to the advent of cloud computing and
big data analytics to Internet of Things, the industry continues
to rapidly transform. In such a scenario, the role of channel
partners becomes even more significant. Today, partners
are expected to step up to the role of trusted advisors and
be solutions providers for their customers. The objective is
to assist customers in their digital goals and address their
business challenges with a comprehensive outlook.
Value Stories commends those partners who have gone
the extra mile to enable their customers’ business growth.
We encourage more partners to implement creative solutions
for their end users in the cybersecurity, cloud computing and
big data analytics space while also deploying projects, which
require a combination of different technologies.
As our tagline suggests, we are showcasing exemplary
‘stories that made a difference’ in this new initiative. We
encourage our partners to integrate innovation in their offerings
and define a path for others to follow.
Ramkumar Balakrishnan
President, Redington Value
BEYOND CALL OF DUTY
CATALYZING CHANGE
HARNESSING DATA
REVOLUTION
POWERINGWITHINSIGHTS
04
06
08
10
Sunaina Arabi, Sales Manager, Cloud Dynamics DMCC,
discusses how the firm went above and beyond to
assist a real estate customer organization with its email
security challenges utilizing Mimecast’s solution.
Mani Raghavan, Business Unit Head, Software
Services, Teksalah, elaborates on how the firm
assisted a well-established contracting firm to
address key challenges using its proprietary ERP
system hosted on Microsoft Azure.
Pawan Kumar, Director, Sales and Operations, Tekdeliver,
explains how the power of Splunk analytic solution
enabled an automotive dealer to enhance operations.
Arjun Shaji, Client Success Manager and Rahul Raj,
Solution Architect Data and Cloud from Adfolks, on
deploying bespoke data-centric analytical solutions.

3. 4 VALUE STORIES|2018 VALUE STORIES|2018 5
SUNAINA ARABI, SALES MANAGER, CLOUD DYNAMICS DMCC, DISCUSSES HOW THE FIRM
WENT ABOVE AND BEYOND TO ASSIST A REAL ESTATE CUSTOMER ORGANIZATION WITH ITS
EMAIL SECURITY CHALLENGES UTILIZING MIMECAST’S SOLUTION.
BEYOND
To prevent data
breach
To monitor
outbound and
inbound email
traffic
To gain overall
visibility
To protect
reputation
Detailed
reports
Complete
visibility to
email traffic
Value-added
solution
Promotes
cybersecurity
awareness
among users
Comprehended
customer’s
challenges in-depth
Identified and
recommended most
apt solution
Showcased the
solution’s benefits
Proficient to know
what was best for
customer
CALL OF DUTY
AT A GLANCE
CUSTOMER:
REAL ESTATE GIANT
OBJECTIVE:
MONITOR EMAIL
TRAFFIC, PREVENT
SECURITY BREACHES
AND ATTACKS,
SAFEGUARD FINANCES
AND REPUTATION
CORE REQUIREMENTS:
MORE SECURITY,
HIGH AVAILABILITY,
GREATER EFFICIENCY
SOLUTION
IMPLEMENTED:
MIMECAST EMAIL
SECURITY
PARTNER:
CLOUD DYNAMICS
O
ne of the biggest real estate developers
in the GCC region sought better
visibility on their email traffic at a time
when global firms were faced with a
deluge of ransomware and malware
attacks. Understanding that if they
didn’t have a stronger security for
their emails, they could very well be
sitting ducks for data breaches and
other attacks, the customer decided
it was time to invest in an innovative
security offering. They were looking for
a solution that would help prevent data breaches,
monitor outbound and inbound email traffic and
provide a comprehensive viewpoint.
Housing more than 2000 active computer users
with around 300 new employees joining every other
month on an average, the customer was completely
unaware about if any sensitive data was leaving the
organization, if any spyware or malware was being
injected into the firm’s networks or if it was being
targeting for any phishing or ransomware attacks.
With only a basic anti-virus and anti-spam solution,
which was by default a part of their existing email
security package, they believed they were only one
step away from being a potential victim and having
their long-standing reputation maligned.
The customer approached Cloud Dynamics, a
born-in-the-cloud solution provider, to help fortify
their email software. Post examining the customer’s
challenges, the reseller recommended global email-
security vendor Mimecast’s solution.
However, the customer was leaning towards a
competitor’s solution, which would have been a quick
and easy implementation for Cloud Dynamics.
Sunaina Arabi, Sales Manager, Cloud Dynamics
DMCC, says, “As the competitor’s solution provided
an email security gateway, the customer was
“AS A PARTNER, IT IS MY RESPONSIBILITY TO
OFFER OUR CUSTOMERS THE BEST SOLUTION
SUITED TO THEIR NEEDS. OFTEN, THIS MEANS WE
WILL HAVE TO GO THE EXTRA MILE TO CONVINCE
A CUSTOMER OF AN OFFERING THAT THEY MAY
THINK IS NOT RIGHT INITIALLY.”
SUNAINA ARABI, CLOUD DYNAMICS
adamant about choosing it.
However, we are well-versed
with the benefits and differences
of both solutions and we were
certain that the competitor’s
solution wouldn’t suffice the
customer’s requirements.”
As a partner, Cloud Dynamics
presented the benefits of both
solutions to the customer in a
detailed PoC and showcased
the extensive value Mimecast
solution would offer them.
The value-added reseller also
put the customer’s concerns
around latency to rest, having had
the experience and expertise of
carrying out such projects. After
witnessed the benefits first-hand,
the customer selected Mimecast
solutiontoprotectitsemailsoftware.
Post the implementation, the
customerwasabletosuccessfully
monitor inbound and outbound
email traffic and receive detailed
reports from Mimecast portals.
The customer discovered that on
one particular day, it received 8000
spoofing emails, a detail the firm
would have never known with its
previous email security solution.
The Mimecast solution
also promoted cybersecurity
awareness among its users. The
customer also received detailed
reports on employee behavior
towards malicious emails and
URLs, assisting its staff to
become frontline defenders.
Arabi adds, “It really is about
selling a solution rather than
just a product. As a partner, it
is my responsibility to offer our
customers the best solution
suited to their needs. Often, this
means we will have to go the extra
mile to convince a customer of an
offering that they may think is not
right initially. We need to think of
customer’s long-term objectives
and recommend the most suitable
solution and technology.” 
4 VALUE STORIES|2018 VALUE STORIES|2018 5
To prevent data
breach
To prevent data
breach
To prevent data To monitor
outbound and
inbound email
traffic
To gain overall
visibility
To gain overall
visibility
To gain overall To protect
reputation
To protect
reputation
To protect Detailed
reports
Complete
visibility to
Complete
visibility to
Complete
email traffic
visibility to
email traffic
visibility to
Value-added
solution
Promotes
cybersecurity
awareness
among users
Comprehended
customer’s
Comprehended
customer’s
Comprehended
challenges in-depth
Identified and
recommended most
apt solution
Showcased the
solution’s benefits
Proficient to know
what was best for
customer
CORE REQUIREMENTS:
MORE SECURITY,
HIGH AVAILABILITY,
GREATER EFFICIENCY
SOLUTION
IMPLEMENTED:
MIMECAST EMAIL
SECURITY
PARTNER:
CLOUD DYNAMICS
CUSTOMER: REAL ESTATE GIANT
Customer’s objective Why Mimecast Email Security Solution How Cloud Dynamics did it
CLOUD DYNAMICS

4. 6 VALUE STORIES|2018 VALUE STORIES|2018 7
MANI RAGHAVAN, BUSINESS UNIT HEAD, SOFTWARE SERVICES, TEKSALAH, ELABORATES
ON HOW THE FIRM ASSISTED A WELL-ESTABLISHED CONTRACTING FIRM TO ADDRESS KEY
CHALLENGES USING ITS PROPRIETARY ERP SYSTEM HOSTED ON MICROSOFT AZURE.
CATALYZING
Customer’s objective How teksalah did it
Monthly
subscription
helped
save capital
investment
Scalable
system,
pay-per-use,
expand on
need-basis
Secure, reliable
and performs
well
Customizable
ERP on Azure
Analyzed customer’s
challenges
Implemented its in-
house ERP system
Recommended
Microsoft Azure for
hosting ERP
Offered
comprehensive
value-added solution
CHANGE
AT A GLANCE
CUSTOMER: WELL-
ESTABLISHED
CONTRACTING FIRM
CHALLENGES:
ESTIMATION,
QUICK RESPONSE
TO ENQUIRIES,
DISCONNECTED
SYSTEM, REAL-TIME
DATA ACCESS
CORE REQUIREMENTS:
LOWER CAPITAL
EXPENSES; SCALABLE;
JUST-IN-TIME
INVESTMENT TO
CUSTOMER: CONTRACTING COMPANY
A
Dubai and India-based contracting
company noticed that it took too long to
respond to its customers on estimation
and other enquiries. The delay, which was
anywhere between three to 10 days, cost
the firm a massive amount of business
and thwarted its expansion spree.
With more than 50 system users,
the contracting firm’s projects included
piling and foundation contracting,
building contracting, electro mechanical
equipment, installation and maintenance
and other concrete works.
The company’s objective was to win over
competition and implement a more effective online
system for estimation. Especially, as the variance
between estimation and actual had a major
impact to business. The company also wanted the
system to help field employees to answer queries
immediately. They believed that having a system
that could offer “anytime, anywhere access” will
give it a competitive edge.
After a year of exploring several systems, the
contracting company selected Teksalah, a regional
value-added reseller, armed with more than 10
years of experience as an infrastructure, software
and managed services provider for a customer’s
complete IT needs.
Understanding the firm’s challenges, Teksalah
offered its tailor-made and customizable e-Vitalyst
ERP system.
Once the ERP system was chosen, the next
challenge was identifying the right infrastructure to
host and run the application.
Teksalah highly recommended Microsoft
Azure. With the support and consulting from its
“THE CONTRACTING FIRM EXPECTED US TO
GIVE THE TOTAL VALUE-ADDED SOLUTION AND
NOT JUST ONE ASPECT OF IT SUCH AS ONLY
SOFTWARE OR HARDWARE. WE EXAMINED ALL
THE OPTIONS AND RECOMMENDED AZURE AS IT
WAS THE MOST OPTIMAL ONE CATERING TO THE
CLIENT’S BUSINESS OBJECTIVES.”
MANI RAGHAVAN, TEKSALAH
distributor Redington Value, the
reseller had become proficient in
understanding the components
of Azure and how to scale up
effortlessly.
With the ERP software hosted
on Azure, the biggest advantages
for the contracting firm were cost
savings, anytime anywhere secure
access, enhanced performance
and scalability.
Teksalah’s recommended
solutiontookonlythreedaystoset
up and run, saving the contracting
firm a lot of time.
Mani Raghavan, Business Unit
Head, Software Services, Teksalah,
says, “The contracting firm was
also concerned about security on
Azure. We recommended several
security components. With the help
of Redington Value, we were able
to work out appropriate security
measures matching customer
expectations.”
According to Raghavan, the
most important aspect of the
entire project was to offer value to
the customer.
“The contracting firm expected
us to give the total value-added
solution and not just one aspect
of it such as only software or
hardware. We examined all the
options and recommended Azure
as it was the most optimal one
catering to the client’s business
objectives,” he adds. 
6 VALUE STORIES|2018 VALUE STORIES|2018 7
Customer’s objective Why microsoft azure How teksalah did it
Monthly
subscription
helped
save capital
investment
Scalable
system,
pay-per-use,
expand on
need-basis
Secure, reliable
and performs
well
Customizable
ERP on Azure
Analyzed customer’s
challenges
Implemented its in-
house ERP system
Recommended
Microsoft Azure for
hosting ERP
Offered
comprehensive
value-added solution
CUSTOMER: CONTRACTING COMPANY
ACCOMMODATE GROWTH;
SECURE, RELIABLE,
ANYTIME, ANYWHERE,
ANY DEVICE, REAL TIME
ACCESS; CUSTOMIZABLE
ERP GIVING
COMPETITIVE EDGE
SOLUTION IMPLEMENTED:
TEKSALAH E-VITALYST
ERP SYSTEM HOSTED ON
MICROSOFT AZURE
PARTNER: TEKSALAH
To win
competition
accounts
To implement
a more
effective
online system
for estimation
To help field
employees
answer
queries
immediately
To have
“anytime,
anywhere
access” for
competitive edge
TEKSALAH

5. 8 VALUE STORIES|2018 VALUE STORIES|2018 9
PAWAN KUMAR, DIRECTOR, SALES AND OPERATIONS, TEKDELIVER, EXPLAINS HOW THE POWER OF
SPLUNK ANALYTIC SOLUTION ENABLED AN AUTOMOTIVE DEALER TO ENHANCE OPERATIONS.
HARNESSING
To gain visibility
into salesman
performances
To reduce loss
in revenue to the
organization due
to missed out
services by car
owners
To avoid surplus
spares ordering
To ensure
connectivity
and service
availability across
multiple locations
Increased revenue in the
post sales business unit
Ensure 99.9% availability
of services across
locations
Understood client’s key
concerns and priorities
Examined how technology
could address challenges
Educated customer on
solution’s benefits across
functions
DATA REVOLUTION
AT A GLANCE
CUSTOMER:
LARGE AUTOMOTIVE
DEALER
CHALLENGES:
VISIBILITY
INTO SALESMAN
PERFORMANCES, LOSS
IN REVENUE DUE TO
MISSED SERVICES BY
CAR OWNERS, SURPLUS
SPARES ORDERING,
POOR CONNECTIVITY
AND SERVICE
AVAILABILITY
ACROSS MULTIPLE
LOCATIONS
SOLUTION
IMPLEMENTED:
SPLUNK BIG DATA
PLATFORM
PARTNER:
TEKDELIVER
O
ne of the oldest and largest automotive
dealers offering passenger and heavy
vehicles discovered that it was losing
revenue due to skipped services by car
owners. It also didn’t have a clear picture
on its sales staff performances and
wanted to ensure connectivityand service
availability across its multiple locations.
The company went in pursuit of the
ideal data analytics solution that would
not only help them with the existing
challengesbutalsoassistintheirbusiness
development and growth.
Understanding the automotive dealer’s intrinsic
challenges, Tekdeliver, a regional Big Data and
analytics systems integrator and solution provider,
recommended Splunk’s Big Data platform.
Pawan Kumar, Director, Sales and Operations,
Tekdeliver, says, “We had started the project as a
security analytics project for connectivity across
the client’s branches. However, we educated
the customer on how this solution could also be
beneficial across functions and they were keen to see
its implementation as a business analytics solution.”
With Splunk’s solution, the automotive firm’s
management had a snapshot view of every sales
executive by simply searching for their name. The
snapshot included details such as attendance, leads
generated and converted over time and also whether
the salesman is likely to meet the KPIs or not.
The analytics platform also enabled automated
service reminders every three or six months for
customers based on vehicle purchase date and
previous servicing.
Kumar says, “With Splunk, we took in the history
of every individual car and estimated the time to next
service based on mileage and driving.”
Splunk’s solution would then generate a list of
reminders every week and send it out for vehicles
that would need servicing in the next 15 days.
“WE EDUCATED THE CUSTOMER ON HOW THIS
SOLUTION COULD ALSO BE BENEFICIAL ACROSS
FUNCTIONS AND THEY WERE KEEN TO SEE ITS
IMPLEMENTATION AS A BUSINESS ANALYTICS
SOLUTION.”
PAWAN KUMAR, TEKDELIVER
“The client noticed that there
is a greater propensity for car
owners to come in for a service
if the reminders came in close to
his service interval. This saved
greatly on revenue loss,” explains
Kumar.
The solution also ensured
99.9% availability of services
across all the firm’s locations.
The firm wanted to also avoid
surplus ordering of spare parts
as well. According to Kumar, this
is a work in progress.
“We estimate the spares
consumption and maintain
a minimum stock based on
consumption and prediction. This
reduces the overall inventory for
the customer.”
The most appealing aspect
of Splunk was that the platform
was simple to use and customers
could learn it on their own.
Additionally, the overall TCO was
far more economical than any
other solution.
“We believe the innovation
we brought in was helping
the customer recognize more
potential for revenue. This
also allows us room for more
enhanced projects to obtain
deeper insights,” he adds. “When
weapproachacustomer,wedon’t
try to sell a solution or product,
instead try to really understand
their key concerns and priorities
and how we can use technology
to address them.” 
8 VALUE STORIES|2018 VALUE STORIES|2018 9
To gain visibility
into salesman
To gain visibility
into salesman
To gain visibility
performances
To reduce loss
in revenue to the
organization due
to missed out
organization due
to missed out
organization due
services by car
owners
To avoid surplus
spares ordering
To avoid surplus
spares ordering
To avoid surplus To ensure
connectivity
and service
connectivity
and service
connectivity
availability across
multiple locations
availability across
multiple locations
availability across
Increased revenue in the
post sales business unit
Ensure 99.9% availability
of services across
Ensure 99.9% availability
of services across
Ensure 99.9% availability
locations
Understood client’s key
concerns and priorities
Understood client’s key
concerns and priorities
Understood client’s key Examined how technology
could address challenges
Examined how technology
could address challenges
Examined how technology Educated customer on
solution’s benefits across
functions
AND SERVICE
AVAILABILITY
ACROSS MULTIPLE
LOCATIONS
SOLUTION
IMPLEMENTED:
SPLUNK BIG DATA
PLATFORM
PARTNER:
TEKDELIVER
CUSTOMER: AUTOMOTIVE DEALER
Customer’s objective Why Splunk Big Data Platform How Tekdeliver did it
TEKDELIVER

6. 10 VALUE STORIES|2018 VALUE STORIES|2018 1110 VALUE STORIES|2018 VALUE STORIES|2018 11
ARJUN SHAJI, CLIENT SUCCESS MANAGER AND RAHUL RAJ, SOLUTION ARCHITECT DATA AND CLOUD
FROM ADFOLKS, ON DEPLOYING BESPOKE DATA-CENTRIC ANALYTICAL SOLUTIONS.
POWERING
To gain visibility
into customer
behavior across
malls
To have a
data lake with
good compute
capabilities
To have real-time
data analysis
Easy
streamlining of
data
Highly cost-
effective
Access to
infinite historic
data
Visibility into
visitor behavior
Viewed customer
challenge as a data
problem
Did R&D and
implemented real-
time data flow
Saved time to
production from at
least 9 months to 2.5
months
Reduced total cost of
ownership by 40-60%
compared to existing
solutions
WITH INSIGHTS
AT A GLANCE
CUSTOMER:
LEADING MALL
OPERATOR
CHALLENGES:
NO VISIBILITY INTO
CUSTOMER BEHAVIOR
ACROSS MALLS;
NO ROBUST DATA
LAKE SOLUTION;
UNABLE TO HAVE
REAL-TIME DATA
ANALYSIS
SOLUTION
IMPLEMENTED:
AMAZON AWS QUBOLE
PARTNER:
ADFOLKS
A
leading mall operator enjoyed high
footfalls across all its locations in the
UAE. However, they had no information
on the behavior of the visitors. Although
most shoppers accessed the mall Wi-Fi,
the retail giant did not have any visibility
to customer buying patterns.
In order to expand its business
meaningfully, the mall operator quickly
recognized the need to have a system
that would help tap into the wealth
of information its Wi-Fi data could
give. It also required a data lake solution with good
computing capabilities so that it could run complex
analytical models in the future.
The mall operator approached Dubai-based
service provider Adfolks to help with their
requirements.
Founded in 2016, the service provider’s offerings
included data science, marketing analytics and
technology integration as well as cloud and Big Data
platforms.
Arjun Shaji, Client Success Manager, Adfolks,
says, “We can measure great insights into customer
behavior by accessing Wi-Fi data. The mall operator
used Cisco Wi-Fi and the vendor has CMX data
systems, which operates in silos. This was a
hindrance for the analytics team to access and use
for correlating other data sources such as parking
data or loyalty programme data.”
Understanding that as time advances, use-cases
develop into more complex ones and there will
be a point when the client would require machine
learning use cases, Adfolks deployed AWS as data
lake solution with Qubole. It is a cloud-based Big
Data platform, which can handle advanced analytics
workloads for compute purposes.
“The time to production was less than a month
when we onboarded all the data from mall Wi-
Fi. Then, we extended it to 13 other malls within
“CAPTURING ALL CUSTOMER RELATED TOUCHPOINTS
HELP A CLIENT BUILD BETTER CUSTOMER
ENGAGEMENT STRATEGY, WHICH IS DATA DRIVEN.”
RAHUL RAJ, ADFOLKS
“WHEN WE APPROACH A CUSTOMER, WE PREFER
TAKING UP BESPOKE SOLUTIONS. WE LOOK AT
THE CHALLENGES AS A DATA PROBLEM.”
ARJUN SHAJI, ADFOLKS
one and half months,” Shaji adds.
“Usually, if you look at other systems,
which are not cloud-based, the
procurement process itself will be
two to three months. Then installing
and configuring the hardware and
onboarding data – you are easily
looking at eight months’ time-frame.”
Thanks to AWS’ cloud and
Qubole Big Data Analytics platform
coupled with Adfolks’ R&D and
ingestion software to stream data in
real time, the mall operator now also
had access to infinite historic data.
More data means better accuracy of
insights.
Shaji says, “When we approach
a customer, we prefer taking up
bespoke solutions. We look at the
challenges as a data problem.”
Adfolks also overcame technical
challenges such as streaming Wi-Fi
real-time data directly into Amazon
without impeding the Cisco CMX
systems.
Rahul Raj, Solution Architect
Data and Cloud, Adfolks, says, “In
a normal scenario, reports usually
come in weekly or monthly. However,
the mall operator needed a real-time
environment where data could flow
in. We did extensive R&D to ensure
this happens. Capturing all customer
related touchpoints help a client
build better customer engagement
strategy, which is data driven.” 
CUSTOMER: LEADING MALL OPERATOR
Customer’s objective Why AWS Qubole How Adfolks did it
ADFOLKS