As a seasoned expert in optimizing channel strategies and distribution management, Amriten Chatterjee has a deep understanding of industry dynamics, advanced analytical skills, and a proven track record of building and maintaining strong relationships with channel partners. With over two decades of experience across the IT domain, Amriten Chatterjee has worked with several organizations in the Middle East and India before joining ASBIS.
With a strong understanding of marketing, sales, operations, business development, global market dynamics, and economics, Amriten Chatterjee has been in an advantageous position, helping him build a self-sustainable business model.
A Journey of Adaptability and Determination
When we sat down with Amriten Chatterjee , we began by asking about his early years, educational journey, and how he landed his first job. His response offered a glimpse into a life shaped by change, perseverance, and an unwavering determination to succeed.
“My childhood was about adventure and trying out new things,” Amriten Chatterjee shared. His father’s transferable job meant frequent relocations, resulting in him attending six different cities and making friends in eight different schools. While this constant movement presented its challenges, it also became a learning experience. “I learned a lot about people and how they impact your life. It also taught me to listen more deeply and observe how different people respond to similar situations, helping me gain a better understanding of different perspectives.”
Reflecting on the beginning of his career, Amriten Chatterjee described his first job as a mix of chance and circumstance. He was completing his Master’s in Telecom & Management from a leading telecom institution in India, yet he was the only student in the business school without an undergraduate degree in telecom.
“I had been to at least a couple of dozen interviews before that and faced rejection every time. Watching my roommates secure jobs one after another was frustrating,” he admitted. The breakthrough came during an interview where the interviewer questioned why he should be considered for the role despite not having a telecom degree. Frustrated, Amriten responded with honesty and confidence: “I do know I don’t have the qualifications you need, but you still have me sitting here when you could have rejected me at the screening phase. So, either I am better than the others and you know it, or you have a lot of time to waste.”
That bold response paid off. Within 48 hours, he received an offer, and two months later, he was in Mumbai, starting his career at Siemens, selling Polycom Video Conference solutions. Amriten’s journey is a testament to adaptability, resilience, and the power of self-belief. His experiences highlight that while credentials matter, determination and the ability to stand out can make all the difference in shaping a successful career.
Landing The Job In Dubai
Amriten’s decision to move to Dubai was a significant step in his career. We asked him to share how it happened: “When did you get your Dubai job and what did that job teach you?”
“My journey to Dubai was nothing short of unexpected. At the time, I was in Hyderabad, working as a Senior Sales Executive for Siemens, while several of my colleagues were applying for jobs in the Gulf. I wanted to explore opportunities too, but I had lost my passport and had to file an FIR back home. I was waiting for the case to be processed so I could get a new one.
One day, my roommate was moving out, and the house owner had arranged for a cleaning crew. My friend called to tell me they had found my passport during the cleaning. I was so relieved that I drove over immediately to collect it. The moment I got home, I searched online for ‘video conference jobs in Dubai’ and applied to three openings I found on the first page without overthinking it.
The next day, I received a call from an unknown number. It turned out to be my future manager, who had seen my CV and wanted to discuss my experience and his expectations. Since I was at work, I asked if we could talk later that evening. That conversation set everything in motion. I spent the next five years working with him, moving from a Service Sales Executive to Channel Manager for Services, overseeing all MENA channels for Polycom and FVC.”
Amriten’s journey to Dubai reflects his readiness to seize opportunities as they come. His experience shows how sometimes, the smallest twists of fate can lead to life-changing moments.
Milestones At Career Path
As we explored Amriten’s journey, we asked him to reflect on his key professional achievements.
“I feel I am still learning and have yet to accomplish all my goals, but I have reached a few significant milestones along the way. I founded UAE’s first vendor-agnostic IT consultancy specializing in Unified Communication & Collaboration solutions. During COVID-19, I was also involved in setting up multiple e-classrooms across the UAE.”
To foster new business opportunities for channel partners, Amriten spearheaded the creation of the first-ever Video Managed NOC (VNOC) in the Middle East & North Africa. He also played a key role in establishing the region’s first Authorized Training Center (ATC) for Polycom (now Poly) in Dubai, later followed by a second one in KSA, leading to an 80% year-over-year increase in training revenue.
“I also led the development of the first channel map for Strata Technologies (SITEC), which enabled the creation of the company’s first distribution and channel program. Additionally, I launched the CAP program, which trained IT administrators at customer sites, reducing support calls by 50%.”
His leadership extended to TechSutra, where he launched the company’s Dubai office and headed the UCC division. Under his guidance, the division contributed 32% of the company’s annual turnover within just 18 months. He also played a pivotal role in TechSutra’s vendor onboarding process, ensuring a 50% year-over-year revenue increase for signed-up vendors.
“These experiences have shaped my career, and I continue to learn and evolve every day,” Amriten concluded.
Evolution Of Sales And Communication Landscape
With his extensive experience spanning several years, Amriten has witnessed significant shifts in the sales and communications industry. We asked for his insights on these changes.
“The internet and AI have had a huge impact on how people work. I remember making cold calls using Yellow Pages when I started my career. My boss encouraged me to visit IT companies in Hyderabad, explaining how video conferencing could help them reach new customers.”
Today, the landscape has changed dramatically.
“Cold calling is no longer the preferred sales method and can even create compliance issues in the UAE. Instead, networking and social media have become dominant. With platforms like X, TikTok, and Instagram, businesses can now reach potential customers daily. AI-based tools are also reshaping the ecosystem, and they will continue to have a major impact on the future of sales and communications.”
Amriten’s journey illustrates how adaptability and strategic thinking are essential in today’s fast-changing business world. His ability to embrace change and leverage new tools has played a key role in his success.
Adaptability To the Latest Trends
As the sales and communication landscape evolves, technology is playing an increasingly crucial role. We continued the conversation with Amriten with the question, “How is technology evolving in the communications or collaboration sector?”
Amriten Chatterjee responded, “The communications and collaboration sector is experiencing rapid advancements in technology, fundamentally changing how individuals and organizations connect and interact. Visual communication, once a luxury early in my career, is now a necessity. Where I once struggled to convince clients of the benefits of video, platforms like Microsoft Teams and Zoom are now indispensable, even for schools and educators.
There are many reasons behind this drastic change. Today, instead of working in silos, unified communication platforms have solid integration systems. Platforms like Microsoft Teams, Slack, and Zoom integrate multiple communication methods (video conferencing, instant messaging, file sharing) into one solution, promoting seamless collaboration.
AI tools provide live transcripts, speech recognition, and translation services, making our lives easier by managing daily business processes seamlessly. AR, VR, and 5G allow us to transition into avatars, live in virtual environments, and meet in virtual workspaces while creating digital replicas of our physical offices.”
The Sales Mindset: Traits For Success In Sales
Developing the skills vital for the sales and communication industry can be a tough but rewarding journey in the long run. We sought Amriten’s insights and guidance on the essential qualities to start in this field, by asking, “What would you say are the most important traits of an aspiring sales professional?”
Amriten Chatterjee explained, “I find a lot of the new generation kids are looking for instant gratification. Sales is not that; it is about patience and trusting your instincts.
Sales are about not giving up on your goals and ensuring that you wake up every day, look at yourself in the mirror, and repeat to yourself – ‘I am the best and I am going to do my best today.’ Each customer matters each deal matters, and what matters the most is you being there with that customer and in that deal. If you have this grit in you, you are a salesperson. If you don’t it’s never late to develop that side of you.
I suspect we’re all born salespeople, but we get rusty with age. A baby’s persistence in getting their milk or a cuddle is pure sales genius. Maybe we should all take a lesson from them!”
Envisioning The Future
To learn Amriten’s plans for the future, we asked, “Where do you see yourself in the next 10 years?”
Amriten Chatterjee shared, “As a business professional in the Unified Communications (UC) field and someone who truly believes that the way we communicate holds the key to the world, I envision myself deeply involved in shaping and advancing how businesses and individuals connect, collaborate, and communicate in a rapidly evolving digital landscape.
I want to play my part in driving the next generation of Unified Communications solutions pushing the boundaries of cross-platform integration so that businesses can have a truly interoperable communication environment, where tools from different vendors (e.g., Zoom, Teams, Slack, Salesforce) work together smoothly.
- Fostering Digital Transformation in Enterprises: As UC technologies continue to advance, I would lead initiatives that help organizations transition to fully integrated, cloud-based communication and collaboration infrastructures. I’d be guiding companies on how to leverage UC tools to optimize productivity, enhance customer service, and build more flexible, responsive work environments.
- Leveraging AI for Smarter Communications: By 2035, I anticipate that AI will play a much larger role in communications, and I will be at the forefront of integrating AI technologies like natural language processing, real-time language translation, and automated customer service bots into UC systems. I would use AI to personalize communication experiences, optimize workflows, and provide actionable insights into team collaboration and customer interactions. For example, I might help develop AI-powered tools that analyze conversations in real-time and suggest action items or responses help teams stay organized and focused.
- Championing Security and Privacy in UC: Given the increasing reliance on digital communications, ensuring the security and privacy of UC systems will be critical. I’d be leading efforts to implement end-to-end encryption, zero-trust security models, and compliance with evolving data privacy regulations like GDPR and CCPA. I could be responsible for designing communication systems that ensure sensitive information remains protected while still offering the flexibility and functionality that users demand.
- Promoting Collaboration through Immersive Technologies: Immersive experiences like augmented reality (AR) and virtual reality (VR) are expected to revolutionize how teams collaborate. I would work to integrate these technologies into UC systems, allowing teams to interact in virtual spaces that simulate in-person meetings, brainstorming sessions, or product designs. As a business professional, I’d be involved in developing these virtual environments for clients, helping them build a future-proof collaboration strategy that feels more human and dynamic, even in remote settings.
- Expanding Global Reach and Inclusivity: The UC field will likely become more global and inclusive. I’d be working on tools that break down language barriers, such as real-time translation and transcription systems, making it easier for international teams to communicate and collaborate seamlessly. I would also focus on developing accessible communication tools that cater to users with disabilities, ensuring that the systems are inclusive and usable for everyone, regardless of their physical abilities.
- Exploring the Role of 5G in UC: As 5G networks expand, I’d focus on harnessing faster speeds and lower latency that can enhance mobile collaboration, high-definition video calls, and real-time interactions. I’d also work on solutions that enable real-time collaboration on mobile devices, enhancing flexibility for workers who are always on the move or working in areas with limited infrastructure.
- Contributing to Industry Thought Leadership: I see myself as an influential thought leader in the UC space, speaking at conferences, publishing research papers, and advising on the best practices for companies seeking to adopt and optimize unified communication technologies. I could be working with major players in the industry, helping define the future of communication tools and ensuring that emerging trends align with evolving business needs.
- Advancing Sustainability and Environmental Awareness: As the world becomes more focused on sustainability, I would explore how UC systems can contribute to environmental goals, encouraging companies to adopt cloud-based communication tools to reduce their reliance on physical infrastructure or to support paperless workflows. I’d work on promoting solutions that reduce energy consumption during large-scale virtual meetings or events, driving greener communications while ensuring high-quality connections.
- Supporting Remote and Hybrid Work Models: The future of work will likely remain hybrid, with a blend of remote and in-office employees. I’d be leading efforts to design communication tools that adapt to this model—tools that bridge the gap between the physical office and remote workers, ensuring seamless and effective collaboration no matter where team members are located.
- Enhancing the User Experience: A key focus in the coming years will be making UC tools more intuitive and user-friendly. I could be leading efforts to create interfaces that minimize complexity, automate routine tasks, and simplify communication flows. User experience design would be a primary goal, ensuring that employees and customers can engage with the platform without encountering barriers or friction.
With these plans on my list, I am looking forward to bringing a positive difference in the industry in the coming times.”
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