Published by Jessica Weisman-Pitts
Posted on April 5, 2024
4 min readLast updated: January 30, 2026
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Microsoft and Abboud Trading Corporation (ATC), a leading master distributor of consumer electronics, have solidified a strategic partnership to enhance the accessibility and availability of Microsoft products across the Latin American region. This collaboration, built on efficiency, speed, and a mutual dedication to customer satisfaction, has proved highly beneficial for both companies as they endeavor to surpass market expectations, drive innovation, and reshape the technological landscape of Latin America.
Sebastian Zuloaga, the Channel Sales Lead for the Andean Region at Microsoft, provided invaluable insights into the collaboration between Microsoft and ATC over the years.
Zuloaga began working with ATC four years ago, quickly recognizing the enduring nature of the partnership. He tells us, “Initially, I was solely responsible for Colombia, but later, I was assigned additional markets like Paraguay. It was during this time that I became involved with ATC.”
What motivated the Microsoft team to partner with ATC? Zuloaga highlights ATC’s agility and dominance in the market as key factors for the collaboration. “ATC stands out as a highly efficient and responsive distributor.” He goes on to explain, “This helped to strategically position Microsoft at the forefront of our clients’ awareness.”
What’s more, ATC’s unmatched speed in product approval processes has proven instrumental, enabling Microsoft to swiftly respond to product launches and special deals. Zuloaga emphasizes that ATC’s agility, driven in part by family involvement in the business, facilitates fast decision-making — setting them apart in the competitive landscape.
“For me, the biggest advantage that ATC has compared to others is speed,” says Zuloaga.
The success of the partnership is evident in ATC’s consistent performance as one of the top three distributors of PC accessories in Latin America. This achievement serves as a testament to ATC’s ability to outperform market projections, positioning Microsoft products as leaders in the region. Zuloaga highlights ATC’s role in exceeding market expectations, solidifying the organization as a trusted partner for Microsoft.
He emphasized, “ATC fully understands the needs of its vendors and is committed to achieving their goals. They’re dedicated to meeting the sales forecasts provided by the vendors and work relentlessly to make those projections a reality.”
ATC’s support extends beyond distribution, with strategic initiatives that empower product development and success. “ATC has played a pivotal role in the brand and product development for the Paraguay market,” Zuloaga explains, “We’ve been able to strategically execute marketing campaigns, exhibitions, email blasts, and product demonstrations, which have been essential for the launch and success of products.”
By leveraging ATC’s market insights and resources, Microsoft has been able to effectively penetrate new markets and expand its customer base.
Zuloaga sees many of the challenges Microsoft faces today as chances for growth. He envisions Microsoft and ATC leveraging their strong foundation in product sales to expand into the service market, particularly in Microsoft 365 products.
“We’re excited to continue strengthening our relationship with ATC and our customers in the Latin American region,” says Zuloaga. “Our goal is to exceed market expectations, not only in Office 365 but also in Xbox controllers.”
This shift presents a big chance for Microsoft to cement its product leadership and for ATC to further establish itself among the top distributors in Latin America. As both companies adjust to changing market conditions and explore new opportunities, they’re in a strong place to leverage emerging trends and achieve sustained success.
By combining Microsoft’s cutting-edge products with ATC’s unmatched efficiency and responsiveness, the partnership is primed for success in driving innovation, exceeding market expectations, and delivering unparalleled value to customers.
Zuloaga wrapped up the conversation by highlighting, “As Microsoft, we’re delighted about our partnership with ATC and looking forward to bigger and better things moving forward.” With a commitment to innovating and expanding product offerings, Microsoft and Abboud Trading Corporation are poised to redefine the tech distribution landscape in Latin America — setting new standards of excellence in the industry.
Consumer electronics are electronic devices intended for everyday use, typically in private homes, such as smartphones, televisions, and computers.
Market leadership refers to a company's ability to dominate its industry or market segment, typically measured by market share or sales volume.
Product distribution is the process of making a product or service available for the consumer or business user that needs it.
Innovation in business refers to the process of translating an idea or invention into a good or service that creates value or for which customers will pay.
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