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Atrash becomes ShoreTel APAC head

Former DiData connectivity general manager, George Atrash, joins the UC vendor.

Former Dimension Data head of connectivity, George Atrash, has joined unified communications vendor, ShoreTel as its Asia Pacific managing director. He will focus on managing the company’s growth in the APAC region, strengthening its brand and go-to-market strategy.

Atrash replaces Vasili Triant, who has been with the vendor for seven years. Triant will be relocating to the US to run its mobility solution globally. Last year, ShoreTel acquired mobility vendor Agito Networks for $US11.4 million.

Atrash said on a personal perspective he wanted to get more involved in the Asia Pacific market place.

“I wanted an APAC role, and ShoreTel allowed me to do that,” he said.

In the short term, Atrash will look into the vendor’s partner model and what it needs to do to grow and develop it. He will also look at its distribution partners and reach into areas where it can achieve maximum coverage. ShoreTel is distributed via Avnet in the Australian market.

“We need to make sure we work with our partners to recognise they’re taking a top product to market,” he said. “We’ll also leverage the skills set within our business.

“The whole unified communications market is at a point where clients are starting to realise they need someone who is completely focused on UC, including mobility and making sure that there’s a lot of skills dedicated to that area of focus.”

Atrash has clocked up 25 years worth of industry experience, spending the past five years, as the head of Dimension Data’s connectivity business, which comprised network integration, converged communications and smart and connected infrastructure. Dimension Data is currently looking for Atrash’s replacement.

Prior to relocating to Australia from South Africa, Atrash was regional channel director at Cisco and also worked for Microsoft as its enterprise partner group director for the African region.

Nominations for the 2012 ARN IT Industry Awards open on Tuesday, June 12.

More about: APAC, Avnet, Avnet Technology Solutions, Cisco, Dimension Data, Microsoft, Shoretel
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