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African Media Agency -English

Making Profitability Sustainable and Sustainability Profitable




By Claudio Muruzabal, SAP President for Southern Europe, Middle East and Africa

NAIROBI, Kenya, 7th December, 2021 -/African Media Agency(AMA)/- For the past 18 months, the business world has been so focused on Covid-19 that it’s taken its eye off the other C-word – CSR, or corporate social responsibility. But you can write this down and take it to the bank: the enterprises that will thrive in a post-pandemic world will be those that put the societal element of sustainability at the core of their business strategies. 

Before the pandemic, many companies could get away with an old-school approach to CSR and how they engaged and managed their people. They would bring out pretty reports and say smart things about being a socially responsible business. They would put up posters proclaiming bold visions and values, but not live them every day. Now they’re being challenged to ensure their ongoing relevance in a completely different world.  

What do I mean by that? We know that the business world has changed irrevocably. Companies that still want to be in business in the next 10 to 20 years will have to wake up to the fact that to create long-term value, they will have to align their goals with those of the communities in which they operate. They will have to get used to the idea of working not just for their shareholders, but also for employees and their communities, as well as the planet. The days of chasing short-term gain at the expense of long-term value are rapidly receding in the rear-view mirror.  

But here’s the thing; social responsibility doesn’t have to just tick compliance boxes. The fact is that working to address humanity’s greatest risks, especially inequality, offers real business opportunities to savvy enterprises with an eye on the future. And the businesses that are going to stand out over the next decade will be those who see market opportunities in social responsibility, and develop business models, products and services that have societal elements and sustainable practices baked in, as it were.  

In September 2015, world leaders adopted the United Nations Sustainable Development Goals – or the SDGs, as they’re commonly known. They talk directly to our responsibility to innovate with purpose to create a world without poverty, a healthier planet, and a just, peaceful society by 2030. At SAP, we stand for this higher purpose beyond economic success.  

We help countries, private and public sector organizations, and ordinary citizens control risk, achieve regulatory compliance, use resources efficiently, measure and reduce emissions and innovate new business models to thrive in the digital and experience economy. Our solutions help eradicate slavery from supply chains, propel a low-carbon, zero waste and circular economy, eliminate inequality, and educate people who never had the chance to enter a classroom. 

What we’ve learned, though, is that meaningful contributions to the SDGs require tangible connections between an activity or tool and the intended social, environmental, and economic impact. There must be a material link between our own operational activities and the impact we can have as a company. Otherwise, the story becomes arbitrary.  

How do you make these links? For a start, you actively engage with issues like educating and upskilling your own employees as well as the youth. You find ways to promote and increase diversity in the workforce and ensure that every employee has access to the same development opportunities, because successful businesses better reflect the diversity of society and the customers they serve. 

At SAP, for example, we are engaged in several initiatives to actively grow local talent pools in our business through intensive accelerator training programs for employees at various stages of their careers in sub-Saharan Africa. In Turkey, Francophone Africa, Israel, Portugal and Spain, our ‘Women in Leadership’ program is helping women improve their management skills. We’re also collaborating with the Red Cross in Spain to deliver technological skills to women who are at risk of social and work exclusion. In Italy, we have launched an initiative for women aimed at creating a series of debates on different themes (such as the gender gap, female leadership, empowerment and work-life balance) to develop concrete plans to drive transformation. And last but by no means least, in the Middle East, our Business Women’s Networks are acting as significant catalysts for progressive change. 

Being sustainable also means leading with agility and a growth mindset. Your business continuity may depend on your ability to reskill and upskill your workforce for a digital age, but it’s more important than ever to include the human skills of empathy, flexibility and stress management in that upskilling. Simply put, the more you focus on your people and your societal responsibilities, the more successful you become. 

It almost goes without saying that the most resilient companies today are those who are embracing technology to transform their business processes. If Covid-19 showed us anything, it’s the urgent need for every company in the world to become an intelligent enterprise as soon as possible. Technology is the glue that holds everything together and allows us to make smarter decisions that support a sustainable future with society at its heart. 

Speaking at SAPPHIRE NOW earlier this year, SAP CEO Christian Klein painted a bold vision for the future, where connected intelligent enterprises will reinvent how businesses run: “We will jointly build networks with you that champion diversity, inclusion, and human rights. We will make carbon footprint tracking available in the business network so that you can go to true next zero. Together, we can reinvent how industries run by connecting intelligent enterprises into an industry-wide business network … making profitability sustainable and sustainability profitable,” he said. 

Read that again: making profitability sustainable and sustainability profitable. That’s a mantra I can get behind as we look to a better future for all. 

This article is the third of a three-part series exploring the economicenvironmental and societal responsibilities of sustainable businesses in a post-pandemic economy.

Distributed by African Media Agency (AMA) on behalf of SAP Africa.

Visit the SAP News Center. Follow SAP on Twitter at @SAPNews.

About SAP

As the Experience Company powered by the Intelligent Enterprise, SAP is the market leader in enterprise application software, helping companies of all sizes and in all industries run at their best: 77% of the world’s transaction revenue touches an SAP® system. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables more than 440,000 business and public customers to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit

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African Media Agency -English

Aleph Hospitality Enters The Democratic Republic Of The Congo 




The Kertel Suites in Kinshasa marks the company’s first entry into the Democratic Republic of the Congo 

DUBAI, UAE, 15 August 2022 -/African Media Agency(AMA)/- Leading Dubai-based independent hotel management company, Aleph Hospitality, has signed a management contract with Congo-based Sokerico Group to operate Kertel Suites in Kinshasa. The boutique property, which is currently under development, is set to open in Q1 2023, and on opening the hotel will set a new benchmark for the hospitality sector in Kinshasa with its all-suites accommodations and state of the art food and beverage offerings. Aleph Hospitality’s portfolio now covers 12 properties across eight countries on the African continent. 

Located in the capital Kinshasa, in the heart of Gombe, a flourishing business centre and embassies area, Kertel Suites offers brand-new, contemporary accommodation. The hotel is conveniently located a 20-minute drive from the N’Dolo Airport. Popular tourist destinations in the vicinity include Picasso Beach, Central Station Square and the Jardin Zoologique. 

The premium hotel is positioned as approachable luxury with an elegant, classic design for a corporate lifestyle. Leisure facilities include an upscale rooftop resto-bar and a French bakery-bistro, a roof swimming pool, fully equipped gym and spa as well as three banquet halls.  

Bani Haddad, Founder and Managing Director of Aleph Hospitality said: “We are thrilled to have been entrusted with the management of Kertel Suites in Kinshasa and we are excited to be operating our first property in Africa’s largest city. It’s an interesting time to secure a presence in the heart of Africa, as The Democratic Republic of the Congo is currently investing in the hospitality sector, restoring historical sites and strengthening sustainability within their ecosystem. The development is quite unique in its location, and we look forward to bringing next-level hospitality experiences to the heart of Gombe.” 

Ritesh Hemnani and Kenny Rawtani, owners of Sokerico Group and developer of the project said: “The opening of Kertel Suites in Kinshasa will create vast job opportunities for Congolese residents to become part of Aleph’s rapidly growing hospitality group. Our plan is to help accelerate an increase in tourism in the country and position Kinshasa as a destination with superb hospitality services.”  

Aleph Hospitality, which has targeted 50 hotels in the Middle East and Africa by 2026, manages hotels directly for owners, either on a franchise basis for branded properties or as a white label operator for independently branded hotels.  

Distributed by African Media Agency (AMA) on behalf of Aleph Hospitality .

About Aleph Hospitality 

Born and based in Dubai, Aleph Hospitality is a dynamic hotel management company, working for owners to maximise the value of their assets in the Middle East and Africa. The regional specialist’s customised, results-driven alternative to traditional hotel management models includes third party and white label operations.

Aleph Hospitality manages hotels directly for owners and facilitates franchising partnerships with leading global brands. With in-depth market knowledge, several decades’ experience working with the world’s largest hotel companies, and a company culture based on trust, responsiveness and flexibility, Aleph Hospitality delivers superior results for hotel owners, an exceptional hospitality experience for its guests and a professional environment for its workforce. Aleph has 12 operating hotels in its portfolio and has earmarked a pipeline of 50 hotels in the Middle East and Africa by 2026.
To find out more,

Media Contact:

Anne Bleeker, Managing Director, In2 Consulting
+971 56 603 0886

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African Media Agency -English

African Media Agency Partners with Africa Fintech Summit’s 8th Edition Hosted in the city of Cape Town 




The partnership aims to promote awareness of policy regulation, intra-Africa Trade & payment infrastructure, and financial inclusion 

ABIDJAN, Côte d’Ivoire, 15 August 2022, /African Media Agency/- African Media Agency a leading pan-African PR and communications firm today announced its partnership with Africa Fintech Summit for its 8th edition to be held in Cape Town early November this year. The partnership is a continuance of the Washington D.C event held earlier this year and aims to promote awareness of policy regulation, intra-Africa Trade & payment infrastructure, and financial inclusion among other topics to be discussed. 

Leading innovators, investors, and policymakers from around the world will gather in Cape Town, South Africa, for the 8th edition of the Africa Fintech Summit (AFTS). The summit will take place on 03-04 November 2022 at the Cape Town International Convention Centre (CTICC). 

This past April, the AFTS in Washington, D.C. hosted 289 in-person and 200 virtual delegates including Government representatives, entrepreneurs, Fintech Founders, Investors, DFIs, bank executives, policymakers, and corporate influencers from over 35 countries. 

#AFTSCAPETOWN22 will focus on the policy and regulation, tech talent, future of banking, mobile money growth and integration, Embedded Fintech, blockchain, Powering African Fintech via VC, Debt Financing & CVC investing, remittances, intra-Africa Trade & payment infrastructure, and financial inclusion among others. 

“African Media Agency is delighted to again partner with Africa Fintech Summit for #AFTSCAPETOWN22, the premier platform to address the most pressing matters in the continents fintech ecosystem, as it strives to promote advanced innovation, expand, and promote exploration and new discoveries. Our goal is to amplify the narrative of financial literacy ensuring economic development and a thriving ecosystem,” said Eloïne Barry, CEO, and Founder of African Media Agency when commenting on the partnership. 

“We are very pleased to have such a valuable media partner as the Africa Media Agency. The partnership breaks the mold and helps us scale the impact of our work across Financial Technology and affinity markets championing the resilient Africa narrative.” Said Charles Isidi, Head of Marketing and Communications at the Africa Fintech Summit. 

“It brings me great pleasure to announce the Africa Fintech Summit in South Africa, – a world leader in banking & telecom services and one of the top African countries with the most advanced technological ecosystem hubs and sophisticated tech talent communities. We look forward to welcoming our global delegates and ecosystem players to Cape Town this November and sowing collaborative partnerships and initiatives working towards the Africanization of global tech,” said Zekarias Amsalu, Co-Founder of AFTS. 

A limited number of delegate passes for #AFTSCapeTown2022 are now available. To learn more or to register, visit

Distributed by African Media Agency in partnership with Africa Fintech Summit

About African Media Agency 

African Media Agency (AMA) is an integrated communications agency that unifies PR, creative services, and digital marketing to create strategic, content-rich communications campaigns that inspire action and build value. With a footprint across Africa, we understand the dynamic of the African newsrooms, the challenges that journalists are going through, what makes a story interesting and the different styles and editorial cultures within the continent. 

About Africa Fintech Summit 

AFTS is the premier global initiative dedicated to the African fintech ecosystem. AFTS is traditionally hosted in Washington, D.C., each April during the World Bank/IFC annual meeting week and in a different African city each November (most recently Lagos, Addis Ababa and Cairo). The summit is being held in a hybrid format, in person in the selected Venue in compliance with COVID-19 protocol and global live virtual delegates. The November 2022 summit will take place in Cape Town, South Africa. 

Supported by an advisory board of thought leaders and fintech pioneers, AFTS is a unique space where innovative ideas are debated, investments mobilized, partnership deals signed, and collaborations formed across sectors and geographies. AFTS is organized in partnership between Washington, D.C. based firms, strategic advisory group, Dedalus Global, and Pan-African consultancy advisory firm, Ibex Frontier. 

Media contact: 

African Media Agency 
Amy Minnie 
Account Manager 

Africa Fintech Summit 
Charles Isidi 
Head of Marketing and Communications. 

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African Media Agency -English

Seagate signs Mitsumi Distribution to penetrate PAN Africa




Mitsumi to further drive and promote vendor`s complete range of storage solutions across PAN Africa

DUBAI, United Arab Emirates, 12 August 2022 -/African Media Agency(AMA)/- Mitsumi Distribution, one of the leading IT distributors in the Middle East and Africa, today announced that Seagate has signed Mitsumi as strategic distribution partner for PAN Africa. Under the accord, the leading distributor aims to further drive and promote Seagate`s complete range of storage solutions across PAN Africa.

According to IDC, the global datasphere will grow to 175 zettabytes by 2025. Seagate stores most of the world’s data, shipping over 400 Exabytes per year. As the world adopts IT 4.0, customers and partners in Africa have massive data that needs real-time processing and action near where it is created – close to the edge of the network, away from the core. Seagate offers the best storage solutions – no matter the data size from petabyte to exabyte – at the best value with industry-leading capacity, firmware, and multi-core capabilities. 

“We see a lot of growth opportunity in Africa and we aim to better serve customers’ data management challenges and address this growing demand in the African storage market. Seagate would like to leverage Mitsumi’s strong in-country presence in Africa region, regional distribution network and wide channel breadth, which is currently incomparable”, Mohit Pandey, Sales Head (Middle East Africa & Turkey) Seagate. Our partnership with Mitsumi bolsters Seagate’s offerings with better product availability in the region while strengthening our presence in Africa.”

From left to right Satyen Chokhsi, Business Unit Head, Mitsumi Distribution and Mohit Pandey, Sales Head (Middle East Africa & Turkey) Seagate 

Commenting on the partnership, Satyen Chokhsi, Business Unit Head, Mitsumi Distribution said, “Seagate is one of the leading mass data storage manufacturer and infrastructure solution provider in the world, with key focus on mid and large capacities. Data is fueling a smarter and more responsibly connected world and will continue to play an instrumental role across all business segments in Africa. As the African datasphere is growing at an unprecedented rate, Mitsumi is proud to be appointed as Seagate’s strategic distribution partner in Africa. Mitsumi’s partnership with Seagate clearly strengthens our portfolio and offering and is also in line with our Pan African expansion.

Mitsumi has 21 offices in Africa and recently opened eleven new logistics and sales offices in Ivory coast, Cameroon, Senegal, Mauritania, Mali, DRC, Chad, Guinea, Burkina Faso, Gabon. Furthermore, Mitsumi will also have representative offices covering the whole Francophone African countries by the end of the year – to better serve and support the region.

istributed by African Media Agency (AMA) on behalf of Mitsumi.

About Mitsumi Distribution:

Mitsumi Distribution is the largest IT, Telco and Enterprise distributor in the Middle East and Africa region. They are authorized distributors for leading global technology brands. Their growing portfolio includes Seagate, Dell Technologies, HP, Lenovo, Asus, Acer, Kioxia, Canon, HPE, Toshiba, AOC-Philips, Benq, Hitachi, Tripplite, LG, Samsung and Huawei.

For more information, visit

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