Introduction:
Dubai’s flagship tech event, GITEX, is renowned for showcasing cutting-edge product launches that set the stage for the future. However, this year, a partnership that stood out wasn’t about the latest gadget on the block—but rather about what happens after you buy that shiny new device. The spotlight turned to A&D Serwis, Europe’s precision repair leader, and UAE’s home-grown 2USE, the brand revolutionizing the refurbished tech market.
Guided by operations chief Ghassan Bendali, this dynamic collaboration brought a new twist to the tech repair landscape, offering sustainable, fast, and customer-first solutions that could fuel the Middle East’s next tech boom.
Meet the Partners
A&D Serwis
A&D Serwis isn’t just any repair company. Known for their ISO-certified labs, expert micro-soldering techniques, and years of experience handling everything from smartphones to industrial PCBs, they have a reputation for delivering European-grade repair quality. Their precision is unmatched, ensuring every device they touch is restored to its former glory—or better.
2USE
On the other side of this partnership is 2USE, a UAE-based company that turns pre-owned phones and laptops into “like-new” bestsellers. Offering certified-refurbished devices with perks like free next-day UAE delivery, 0% installment plans, and a 12-month warranty, 2USE brings Gulf-speed logistics and a deep understanding of local consumer needs to the table. Their commitment to sustainability and cost-effectiveness makes them a favorite for tech-savvy consumers in the region.
Why They Clicked: A Seamless Blend of Expertise and Speed
What makes this partnership work so seamlessly is the synergy between A&D Serwis’s European-grade repair precision and 2USE’s local logistics and market insight.
A&D Serwis brings world-class repair services and component-level expertise.
2USE offers a customer-centric approach with quick deliveries, easy financing, and hassle-free warranty services.
Together, they form the perfect recipe for tackling the Middle East’s growing demand for high-quality, sustainable tech solutions.
Live Highlights from the GITEX Show Floor
At GITEX2022, the 2USE × A&D Serwis booth became a hub for innovation and engagement, with some exciting live demonstrations that highlighted the partnership’s forward-thinking approach:
45-Minute Rescue Station:
Visitors watched in awe as water-damaged phones were brought back to life in just 45 minutes, all while enjoying a coffee. The message? Fast, efficient repair services are here to stay.
Sustainability Dashboard:
A live counter tracked the kilograms of CO₂e saved every time a device was repaired instead of replaced. The more devices repaired, the greener the future.
Feedback Lounge:
Attendees got a sneak peek at the “track-your-repair” feature, set to launch in the 2USE mobile app. A live feedback station allowed visitors to beta-test this new feature and provide real-time suggestions.
Why Repair & Refurbish Beat Replace
Save Money
Refurbished phones from 2USE can be up to 60% cheaper than brand-new devices, providing a wallet-friendly alternative for tech enthusiasts.
Cut E-Waste
Repairing and refurbishing reduces the need for new products, helping cut e-waste. Each device renewed by 2USE saves around 55 kg of CO₂e, contributing to a cleaner planet.
Stay Productive
The speed of service means no more long waits. Instead of weeks or days, on-the-spot repairs take mere minutes, minimizing downtime and ensuring productivity.
Ghassan Bendali puts it best:
“Great tech isn’t great until it’s supported, recycled, and reused responsibly.”
What This Means for the Gulf Tech Scene
The collaboration between A&D Serwis and 2USE is not just about repairing devices; it’s about creating a sustainable ecosystem for tech solutions across the region. As the partnership grows, here’s what’s next:
Regional Service Hubs: The duo is planning to expand their service footprint with hubs in Saudi Arabia and Oman, shrinking turnaround times to just hours for local businesses and consumers.
Enterprise Maintenance Contracts: Corporates in the region will be able to sign maintenance contracts to keep their device fleets in optimal condition without costly replacements.
App-Based Trade-Ins: Soon, users will be able to schedule device pick-ups, track diagnostics, and opt for instant cashback or credit through a mobile app, making it easier than ever to keep devices in circulation.
Looking Ahead
The collaboration is far from over. Here’s what A&D Serwis and 2USE have in store for the future:
Device-Care Guides: 2USE will publish informative guides on extending gadget life, helping consumers get the most out of their devices.
ISO-Compliant Training for Technicians: With A&D Serwis’s expertise, the team will roll out ISO-compliant training for local technicians, ensuring high-quality repair services across the region.
Circular-Tech Loyalty Program: A&D Serwis and 2USE will soon launch a loyalty program where customers earn rewards for every device they repair or trade in. This will promote a circular tech economy, giving users a reason to return again and again.
Key Takeaways
European Quality + Gulf Agility = Unrivalled Customer Experience
The fusion of A&D Serwis’s precision and 2USE’s speed gives consumers in the region an unparalleled experience—one that prioritizes sustainability, affordability, and high-quality service.Repair First: Repairing and refurbishing doesn’t just help the environment; it’s a smart, cost-effective business model that benefits both consumers and businesses alike.
Strategic Partnerships Are the Future: The alliance between A&D Serwis and 2USE proves that collaboration is the fastest path to creating a profitable and sustainable tech future in the Middle East.
Conclusion
While GITEX2022 may have been a week-long event, the 2USE × A&D Serwis journey is only just beginning. As they continue to innovate and expand their services across the Middle East, their mission remains clear: to bring smarter, greener tech solutions to every corner of the region.
The future of tech repair isn’t just about fixing gadgets—it’s about fixing the world.
