Message from the President & CEO 
2010 was a period of growth, investment and diversification for ALFalak. ALFalak has grown and maintained its customer base in spite the threat of globalization that emerged after the Kingdom joined the WTO. To cope with the changing role of Saudi businesses, we expanded our portfolio of offerings while reinforcing our position and role as a system integrator and focusing on the value added services we deliver to our customers. Many of our employees have been with us ever since the company's inception and have been integral to our sustained growth, expansion and diversification over the years. Today, the Group has an established presence across key regional markets including Saudi Arabia, United Arab Emirates, Bahrain, Qatar, Kuwait, and Sudan, and we owe our success to the dedication and hard work of our employees.
What separates us from our competitors is our customer focused strategy. We proactively reach out to them and ensure their satisfaction through the value added services we offer such as the e-Catalog online purchasing system and Business Computer Leasing services.
We at ALFalak also strive to meet our social responsibilities by investing our time, money, and resources in activities that we proudly undertake in partnership with many non-profit organizations. Together we work to create a stronger and healthier Saudi community. Ever since its establishment, the Group has been committed to the development of human resources, with a particular focus on refining, the skills of Saudi nationals, especially with regard to computer proficiency, English language usage, administration skills and financial training. This is provided by a team of training staff of more than 2,000 male and female employees working in 82 centres across the Kingdom, and serving more than 50,000 male and female trainees annually.
Al Falak has also won the trust of international corporations as evidenced by the many awards it received for its outstanding performance. Al Falak is the recipient of all four Microsoft distribution awards, three of Symantec’s awards, and six Eaton awards, in addition to an award from HP and the 2011 Partner of the Year award from Genius Computer Technologies (GCT).
Our vision is clear and our strategy is sound. We are committed to reinforcing our leadership position as an End-To-End Solutions provider in the ITC market, and are firmly dedicated to becoming your company of choice through innovative and competitive solutions tailored to your needs.
I attribute our success to the support provided by our customers, suppliers, partners and the dedicated employees to whom I am deeply grateful.
Best Wishes,
Ahmed Ashadawi