Mitsumi on Powering Africa’s Digital Transformation with AI and Partnerships

Strategic Vendor Partnerships and Regional Expansion 

Mitsumi emphasizes its partnerships with major infrastructure and PC client vendors like Dell, HPE, and Lenovo. The company is also expanding its software security offerings, including a recent partnership with VMware. “At GITEX, we always aim to showcase the best industry standards in terms of vendors,” Shah noted, highlighting the importance of these alliances. Mitsumi’s strategic focus on Morocco signals its intent to establish a strong presence in the French Africa region, driving growth and expansion. 

“So, in terms of our growth strategy, Mitsumi has changed from what they used to be as a traditional distributor to now a value-added distributor, whereby each kind of vector or sector, we’re trying to promote our value in terms of technical advancement, skills development. This strategic shift involves partnering with vendors to conduct training events and empower both partners and end-customers.” 

– Rajveer Shah, Director, Mitsumi Distribution 

Democratizing AI and Bridging the Skills Gap 

Mitsumi is actively contributing to Africa’s digital transformation by democratizing AI. Their approach involves a dedicated AI team that consults with end customers, analyzes their use cases, and provides support in selecting and implementing AI solutions. “We have a solution that looks at each use case by use case,” Shah explained. By bringing skills and validated designs from vendors like Dell, HP, and Cloudera, Mitsumi aims to bridge the skills gap and empower businesses to leverage AI effectively. 

Innovative Financial Solutions for Technology Accessibility 

Addressing the challenges of technology accessibility in Africa, Mitsumi is working with microfinance firms like Watu and PayRelay to offer device financing. This innovative approach allows customers to pay in affordable monthly installments, accelerating technology adoption. “If you look at the African mentality, we’re able to spend everything shortly, shortly. But then the big chunk does not come out,” Shah observed, emphasizing the need for flexible payment options. 

Long-Term Partnerships and Trust 

Mitsumi differentiates itself through long-term partnerships and a strong emphasis on trust. With a management team boasting over 15 years of tenure, the company has cultivated deep relationships with vendors and clients alike. This stability and trust enable Mitsumi to make agile decisions and navigate the unique challenges of the African market effectively. 

“So, it’s all about partnerships, building trust and loyalty for your growth strategy…In Africa, trust is not cheap. Trust is something that comes after years and years of partnerships.”  

– Rajveer Shah, Director, Mitsumi Distribution 

 

Navigating Challenges and Embracing Opportunities 

Operating across 36 countries in the Middle East and Africa, Mitsumi addresses challenges such as currency fluctuations by leveraging its in-country teams. This localized business model allows for agile decision-making and effective management of regional complexities. 

In conclusion, Mitsumi is evolving from a traditional distributor to a value-added distributor, driving digital transformation in Africa through strategic partnerships, AI democratization, innovative financial solutions, and a commitment to long-term relationships built on trust.