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Ali is the founder and CEO and has spent thirty years working in various capacities in the retail industry. In 1982 he started Inforem, a systems integration company, which had a strong focus in retail. He subsequently spent two years as a director of CSC after its acquisition of Inforem. After leaving Inforem, Ali started itim and worked as a business transformation specialist within the retail sector with companies such as Woolworths, Booker, Early Learning Centre, Marks & Spencer, Homebase and B&C. In 1999, itim started its move into developing technology solutions. Ali is also non-executive Chairman of Casewise.