CYBER RESILIENCE BLUEPRINT
MINDWARE RECOGNISED AS DISTRIBUTOR OF THE YEAR BY BARRACUDA AT DISCOVER24 EMEA
SALESFORCE EXTENDS GENERATIVE AI CAPABILITIES TO CHANNEL SALES TEAM
CLOUDFLARE EXPANDS REGIONAL SERVICES TO SAUDI AND 18 OTHER NEW REGIONS
Sharma
contributing editor, Channel Insights Middle East
EMBRACING RESILIENCE
In an era marked by relentless cyber threats and rapid technological advancements, staying ahead requires not just resilience, but also a proactive approach to emerging trends and challenges. Exploring the forefront of cybersecurity, AI, and the evolving landscape of channel innovation reveals the necessity of preparedness and forward-thinking strategies. The modern technological environment demands continuous adaptation and the anticipation of future developments to maintain security and drive progress.
Explore Sanjeev Walia’s comprehensive blueprint for cyber resilience, emphasising the importance of preparedness in an ever-evolving digital environment. His insights into navigating cyber threats and developing innovative solutions underscore the need for businesses to bolster their defences and predict future cybersecurity trends. Walia’s perspective serves as a call to arms for organisations to enhance their security measures and stay ahead of emerging threats.
Furthermore delve into the journey of Ahmed El Sayed of HPE Aruba Networking in our featured article. His experiences offer invaluable lessons and inspiration for navigating the dynamic fields of IT and cybersecurity.
In this edition, we bring you exclusive interviews with leading executives from prominent tech companies, offering unique perspectives and invaluable insights into the latest trends and advancements shaping the technology industry. Gaidar Magdanurov of Acronis discusses the importance of trust and transparency in AI-driven marketing, emphasising ethical AI use. Sakkeer Hussain from D-Link highlights the transformative impact of Wi-Fi 6 and AI on connectivity and network efficiency. Maya Zakhour of NetApp shares strategies for driving channel innovation and fostering collaborative growth. Barb Huelskamp and Karun Malik from Qualys provide practical strategies for maximising partner engagement. Bilal Baig of Trend Micro outlines evolving cyber defence mechanisms, stressing the need for continuous improvement in cybersecurity practices. Ramzi Itani from Veritas Technologies offers an analysis of emerging cyber threats and strategies to counter them. Finally, Aliasgar Dohadwala of Visiontech Systems International discusses the critical role of innovative technologies in shaping the future digital landscape.
We also discuss the transformative potential of AI in enabling intelligent connected infrastructure, the role of initial access brokers in cybersecurity narratives, and the need for adaptive approaches in channel strategies.
As we navigate the complexities of modern technology, this edition aims to equip you with the knowledge and strategies needed to thrive. Join us as we explore these pivotal topics, driving forward with resilience and innovation.
Happy exploring!
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Ruchika
Mindware Recognised As Distributor Of The Year By Barracuda At Discover24 EMEA
Mindware has been named a Distributor of the Year in the annual Barracuda Partner Awards EMEA for 2024. The awards honour the company’s topperforming channel partners across EMEA, recognising those that achieved outstanding business success and customer commitment.
Mindware was recognised for the role it plays in empowering Barracuda’s system integrator and reseller partners in the Middle East and helping end customers to realise the full potential of Barracuda’s security solutions. The award was presented at Barracuda’s annual flagship partner event, Discover24 EMEA, hosted this year in Vilamoura in Portugal in front of a record 230 attendees from across Europe, the Middle East and Africa.
“We’re thrilled and honoured to receive this award from Barracuda, highlighting Mindware’s dedication to both the vendor and our network of resellers and customers. This recognition reinforces our position as a leader in value-added distribution and our ability to support Barracuda’s growth goals,” said Ehab Adel, Business Unit Manager, Mindware.
In addition to Mindware, Etqan Projects, which has been a Barracuda partner for four years, was named
the company’s Regional Partner of the Year for the Middle East, while Al Shams Network Solutions and Cyber Code Technologies were recognised with Rising Star awards.
“We are delighted to recognise the achievements of these regional partners and their commitment to working with us to protect customers through our comprehensive AIpowered security solutions,” said Giovanni Goduti, VP of EMEA Sales at Barracuda. “As a channel-first company, we’ve made it a priority to invest in our partners. The awards
Pure Storage Makes Strategic Investment In LandingAI
Pure Storage and LandingAI announced Pure’s strategic investment in LandingAI to help power the future of vision AI.
Pure Storage delivers a data storage platform that enables customers to realise the potential of AI, at any stage of the AI
journey. The promise of LandingAI’s multi-modal Large Vision Model (LVM) solutions will help shape the future of vision AI for the enterprises that Pure serves.
“Enterprises will need solutions to apply generative AI to their data,
enable us to celebrate those that achieved outstanding success over the last year.”
At Discover24, Barracuda also unveiled an innovative new artificial intelligence (AI) assistant for the Barracuda Partner Portal. Barracuda AI Assistant will enhance the partner experience and ease-of-use of the partner portal, helping partners save time and improve productivity. This addition makes Barracuda one of the first security vendors to harness the capabilities of AI within a partner portal to provide this level of support.
which will increasingly consist of not just text, but richer image and video data as well,” said Andrew Ng, LandingAI CEO. “We
are thrilled to partner with Pure Storage to meet this customer need.”
“We are excited to be investing in LandingAI, a company whose product affinity and customer synergies align closely to Pure’s,” said Rob Lee, CTO, Pure Storage. “We believe our strategic partnership with the LandingAI team, including its pioneering leaders Andrew Ng and Dan Maloney, will lead to significant AI/ML advancements for our customers.”
Salesforce Extends Generative AI Capabilities To Channel Sales Teams
Salesforce announced new AI, CRM, and Slack sales innovations for its Partner Relationship Management (PRM) solution.
Salesforce’s latest generative and predictive AI is now available to channel managers, third-party resellers, brokers, and all types of indirect sellers. Generative AI adds new capabilities to scale channel management and accelerate partner selling. Additionally, the AI surfaced directly in the CRM helps channel managers and their partners stay focused and in sync on the highest priority opportunities. This announcement extends Einstein for Sales directly into the workflows of channel managers and their partners.
Einstein Copilot saves time and helps channel managers focus at scale by automating administrative tasks and proactively sharing insights on the most promising leads and opportunities. And, with Slack AI and PRM for Slack, internal and external partners can collaborate and share data and insights quickly.
Why it matters
• 75% of the world’s commerce comes through third-party channels or indirect sales.
• 90% of sales professionals say intelligent insights cut closing times significantly.
What’s new: With new AI, CRM, and Slack capabilities in PRM, channel managers can:
• Scale communications for partners with rich CRM context and generative AI using Einstein Sales Emails in PRM.
• Summarise accounts and partner performance with Einstein Copilot, giving channel managers complete visibility across partner deals.
• Find and distill collective knowledge on deals quickly with Slack AI. Native generative AI in Slack provides instant conversation summaries and enhanced search capabilities that make it easier for users to stay
up-to-speed on deal conversations and data coming into Slack from the PRM for Slack app.
• Create a joint strategy for pipeline growth supported with AI insights using Pipeline Inspection in PRM. Channel managers and partners no longer have to rely on spreadsheets to track prospecting efforts and pipeline. Pipeline Inspection in PRM gives everyone a unified, realtime view of their pipeline.
• Focus partners on the best deals with Lead and Opportunity Scoring in PRM at the individual lead and opportunity level as well as in Pipeline Inspection.
“New generative AI, data, and automation capabilities in a Slackfirst PRM will offer channel sales teams practical tools to enhance partner and internal processes. This will help Salesforce partners and sellers increase collaboration, improve seller productivity on both sides, deepen relationships, and enable growth.” said Ryan Nunez, VP, Industry Solutions. “New generative
AI, data, and automation capabilities in a Slack-first PRM will offer channel sales teams practical tools to enhance partner and internal processes.”, he continued.
“Thanks to Partner Relationship Management, our team can help our partners get up and running faster, and they can automate a lot of what they used to do previously. We’re also excited to see how the AI insights — such as lead scoring — will give our partners clear guidance on what to focus on much faster.”, said Hooman Shahidi, Chief Executive Officer, and Co-Founder, EVPassport.
Availability:
• Einstein Copilot and Einstein Sales Emails for Partner Relationship Management are generally available.
• AI capabilities for Partner Relationship Management, including scoring and pipeline inspection, are generally available.
• Slack AI and PRM for Slack are currently generally available.
Qualys Enhances Partner Programme With New Global MSSP Portal Designed To Streamline Partner Operations
Qualys has announced the launch of its Managed Security Services Partner (MSSP) Portal as part of the growth and evolution of its partner management strategy. Qualys’ global MSSP partners now have access to a unified platform that streamlines client, subscription, and security services management for enhanced operational efficiencies, enabling increased revenue opportunities and improved operating margins.
The demand for MSSPs is increasing as organisations look to outsource their cybersecurity needs to experts who can provide advanced protection and proactive threat management. This has led to significant growth in the MSSP market, which is expected to reach $68.3 billion in 2028. However, this growth has resulted in complex authentication processes, licensing confusion, and inefficient user management practices for both MSSPs and their clients. The Qualys MSSP Portal addresses these challenges by providing a unified platform with a holistic view of all client accounts, licenses, and user roles, simplifying
the partner management process and enhancing overall security posture.
“We are thrilled with Qualys’ MSSP Portal’s impact on our partner management processes,” said Stoyan Neikov, EMEA VSS and VIS Implementation and Service Delivery Lead at DXC Technology. “Its advanced features have streamlined operations, particularly the single sign-on capabilities and user management tools. Additionally, the significant efficiency improvements enable us to concentrate more on delivering value to our clients.”
With nearly 50 partners already onboarded, the Qualys MSSP Portal delivers built-in efficiencies, enhanced security, and reduced operational complexities, including:
• Enhanced User Access Experience: The portal’s single sign-on feature allows partners to access client accounts without repeatedly entering credentials, streamlining the authentication process while maintaining strict security protocols.
• Streamlined Management for Quick, Informed Decisions: Integrates management of all partner
and client activities into a single dashboard for a comprehensive view of operations, security status, and client interactions reducing the time and effort needed to oversee accounts. It enables the creation of user accounts with role-based access, ensuring users have the appropriate level of access to client resources.
• Increased Efficiency from Automated Workflows: Automates repetitive tasks across multiple subscriptions and interfaces, such as updating security settings, report generation and deploying patches.
“We are laser focused on building a world-class programme that improves our partners’ experiences and empowers them to broaden their network, tapping into existing and new clients, and ultimately enhancing their revenue opportunities,” said Barb Huelskamp, senior vice president, global channels and alliances at Qualys. “The new MSSP portal is a major step forward allowing partners to address current client demands and scale operations to meet future challenges while ensuring optimum security and risk reduction for clients.”
For information on the Qualys MSSP Portal or on becoming a Qualys partner, please visit https://www.qualys.com/ forms/become-partner/.
Cloudflare Expands Regional Services To Saudi And 18 Other
When Cloudflare launched Regional Services in June of 2020, the concept of data locality and data sovereignty were very much rooted in European regulations.
Bashar Bashaireh, Managing Director of Middle East & Türkiye at Cloudflare explains, “Fast forward to today, and the pressure to localise data persists: Several countries have laws requiring data localisation in some form, publicsector contracting requirements in many countries require their vendors to restrict the location of data processing, and some customers are reacting to geopolitical developments by seeking to exclude data processing from certain jurisdictions. That’s why Cloudflare is excited to announce the first step in a longer journey to help customers meet their specific requirements for being able to control where their traffic is handled by expanding the vendor’s existing ecosystem with nineteen new regions including the Kingdom of Saudi Arabia.”
The new regions Cloudflare is launching include: Austria, Brazil, Cloudflare Green Energy, Exclusive of Hong Kong and Macau, Exclusive of Russia and Belarus, France, Hong Kong, Italy, NATO, Netherlands, Russia, Saudi Arabia, South Africa, Spain, Switzerland, Taiwan, US State of California, US State of Florida, US State of Texas.
Cloudflare generally determines new Regional Services offerings based on what it is hearing from customers about their legal obligations. Some of them need to have data to stay in a particular jurisdiction, while others need data to avoid certain jurisdictions. In response to these needs, the company developed
New Regions
a number of Regional Services offerings that restrict inspection of data to only those data centres within jurisdictional boundaries, such as Brazil, Saudi Arabia, and Switzerland. And it has also listened to customers who are eager to demonstrate their commitment to sustainability by offering its Cloudflare Green Energy region, which limits inspection of data to those data centres that are committed to powering their operations with renewable energy.
Cloudflare’s framework for data localisation
Over the course of the next year, customers are going to see a lot of new and exciting ways to use Cloudflare products to help keep their data local. While the company continues to believe that data localisation should not be a proxy for privacy and that restrictions on cross border data transfers are harmful to global commerce, it remains committed to supporting those enterprises who need data localisation solutions to address legal obligations and risk tolerance. Unfortunately, many different cloud providers have decided that the best way to meet the compliance needs of their customers is to create fixed infrastructure deployments called Sovereign Clouds. The trouble with these infrastructure deployments is that companies have to commit all of its traffic to be regionalised, regardless of whether all of that traffic actually needs to be confined to a specific data centre in a specific region.
What if there was a better way forward that lets enterprises regionalise exactly what they need to, without having to localise everything, giving them the best of compliance and performance? What would customers build if they could localise the APIs that handled private customer information, while also serving their static assets globally? How could the compliance and privacy of customers’ Zero Trust deployments be increased if they are allowed to choose where their security processing occurred? What if they could define custom regions, and apply those regions to specific hostnames and Cloudflare products while also being able to use BYOIP or Static IP?
Cloudflare calls this approach software defined regionalisation (SDR) and it believes that is the future of data localisation. Using the company’s global network as the foundation, SDR allows customers to make exceptionally granular choices about what traffic to regionalise and where to regionalise it. This empowers customers to build applications that are fast, reliable, and compliant without having to deploy new physical infrastructure or have multiple cloud deployments for the same application.
Taking it a step further, SDR allows customers to shape Cloudflare to meet their needs today, and tomorrow. It gives the flexibility to quickly respond to new challenges in a rapidly changing world. By making localisation choices in software, enterprises are not bound by the physical constraints of their existing network geography or the locations of their cloud deployments.
How Regional Services ensures data is processed in the correct region Complying with data localisation requirements isn’t possible without strong encryption; otherwise, anyone could snoop on customers’ data, regardless of where it’s stored. Strong encryption is the foundation of Regional Services.
Data is often described as being “in transit” and “at rest”. It’s critically important that both are encrypted. In transit, Cloudflare can enforce that all traffic uses modern TLS and gets the highest level of encryption possible. It can also enforce that all traffic back to customers’ origin servers is always encrypted. Communication between all of the vendor’s edge and core data centres is always encrypted. Cloudflare encrypts all of the data it handles at rest, with disklevel encryption. From cached files on the company’s edge network to configuration state in databases in its core data centres –every byte is encrypted at rest.
How then can Cloudflare also regionalise the traffic if it’s encrypted? All of the company’s data centres advertise the same IP addresses through Border Gateway Protocol (BGP). Whichever data centre is closest to the customers from a network point of view is the one that an end user will hit.
This is great for two reasons. The first is that the closer the data centre
is to an eyeball, the faster the reply. The second great benefit is that this comes in very handy when dealing with large DDoS attacks. Volumetric DDoS attacks throw a lot of bogus traffic at a particular application, which overwhelms network capacity. Cloudflare’s anycast network is great at taking on these attacks because they get distributed across the entire network, and mitigated close to where they originate.
Anycast doesn’t respect regional borders – it doesn’t even know about
them. Which is why, out of the box, Cloudflare can’t guarantee that traffic from inside a country will also be serviced there. Typically, requests hit a data centre inside the originating country, but it’s possible that the user’s Internet Service Provider will send traffic to a network that might route it to a different country.
Regional Services solves that: when turned on, each data centre becomes aware of which regional servicesdefined boundary it is operating in. If a user hits a Cloudflare data centre
Cybersecurity Skills Shortage Is Ranked As The Biggest Risk To MSPs And Their Clients
Sophos released its inaugural “MSP Perspectives 2024” survey report, which found that the biggest day-today challenge facing Managed Service Providers (MSP) is keeping up with the latest cybersecurity solutions/ technologies, cited by 39% of the MSPs surveyed. Alongside this, MSPs indicated that hiring new cybersecurity analysts to keep up with customer growth and keep pace with the latest cyber threats were also top challenges.
The survey also reveals that MSPs perceive the shortage of in-house cybersecurity skills to be the single biggest cybersecurity risk to both their own business and their clients’ organisations. MSPs also perceive stolen access data and credentials and unpatched vulnerabilities to be amongst the biggest security risks to their customers. The latest State of Ransomware 2024 report found that nearly a third (29%) of ransomware attacks started with compromised credentials, showing the prevalence of this entry vector.
“The speed of innovation across the cybersecurity battleground means it’s harder than ever for MSPs to keep up with threats and the cyber controls designed to stop them. When you couple this with a global skills shortage, which has made it infinitely more difficult for many MSPs to attract and retain cybersecurity analyst resources, its unsurprising that MSPs feel
unable to keep pace with the changing threat landscape,” said Scott Barlow vice president of MSP at Sophos. “This is all compounded by the need for 24×7 coverage as indicated in our 2023 Active Adversary report for Tech Leaders, which finds that 91% of ransomware attacks now happen out of business hours.”
In response to this complex threat landscape, there is growing demand for managed detection and response (MDR) services to provide always-on coverage. Currently 81% of MSPs offer an MDR service, and almost all (97%) MSPs that do not currently offer MDR plan to add it to their portfolio in the coming years.
Reflecting the shortage of in-house cybersecurity skills, 66% of MSPs use a third-party vendor to deliver the MDR service and a further 15% deliver jointly through their own SOC and a third-party vendor. Topping the list of essential capabilities in a third-party MDR provider is the ability to provide a 24/7 incident response service.
MSPs are also streamlining their cybersecurity partnerships, working with a small number of vendors. The study revealed that over half (53%) of MSPs work with just one or two cybersecurity vendors, rising to 83% that use between one and five. Reflecting the effort and overhead of running multiple platforms, MSPs estimate that they could cut their day-to-day management time by 48% if they could manage all their cybersecurity tools from a single platform.
Other interesting findings from the report include:
• 99% of MSPs report an increase in
that doesn’t match the region that the customer has selected, the company simply forwards the raw TCP stream in encrypted form. Once it reaches a data centre inside the right region, it decrypts and applies all of its Layer 7 products. This covers products such as CDN, WAF, Bot Management, and Workers.
Cloudflare’s Regional Services for the new regions became available for early access on May 9th, 2024, and the company plans to have them generally available in June 2024.
demand for cyber insurance-related support, with the most common requests including clients wanting to implement an MDR service to improve their insurability (47%) or to receive help completing their insurance application (45%).
• MSPs want flexibility from their MDR provider, with 71% saying it is “essential or very important” that the vendor can use telemetry from their existing security tools for threat detection and response.
• MSPs in the U.S. lead the way in MDR service provision with almost all (94%) already offering MDR, compared to 70% in Germany, 62% in the U.K., and 58% in Australia.
“While MSPs have a huge job to do in protecting their customers against fast moving adversaries, there’s tremendous opportunity to grow their business and profitability if they can find the right security set up. The data shows that MSPs are strengthening their proposition and reducing overheads by amalgamating the platforms they use and engaging with thirdparty MDR vendors to expand their service offerings. As they look to build their security offering of the future, they should prioritise vendors that can offer a complete portfolio of industry-best, fully managed security services and solutions,” continued Barlow. Data for the MSP Perspectives 2024 report comes from a vendor-agnostic survey of 350 MSPs across the U.S. (200), U.K. (50), Germany (50) and Australia (50). The survey was commissioned by Sophos and conducted by research house Vanson Bourne in March 2024.
Read the MSP Perspectives 2024 report for global findings and data by sector on Sophos.com.
DRIVING CHANNEL INNOVATION
Maya Zakhour, Director Area Partner Lead, EEMI at NetApp, discusses their approach to modern leadership, partner engagement strategies, and emerging trends, all aimed at driving growth and innovation at NetApp.
Can you share insights into your approach to leadership and management within your role?
My approach reflects a modern leadership style that values diversity and inclusivity, recognising that varied perspectives contribute to more innovative and effective problemsolving. My commitment to mentoring and supporting women in the industry is important to developing future leaders and fostering a supportive work environment. I emphasise the importance of open communication, transparency, empathy, and active listening in my leadership approach. I believe in building trust and mutual understanding with customers and partners by addressing their pain points and demonstrating genuine concern for their needs. I also appreciate the importance of collaboration and problem-solving, which has helped me foster strong, trust-based relationships and enabled me to lead successful negotiations.
How does your company engage with channel partners, and what strategies are employed to strengthen these relationships?
NetApp adopts a partner-first culture, focusing on accelerating partner growth and customer success. This involves extending partners’ reach into the cloud and on-premises opportunities, offering a broad portfolio of solutions, and forming hyperscale alliances. The company emphasises open and transparent communication, having honest conversations with partners, and addressing issues with well-thought-out plans. Additionally, NetApp supports partners by building stronger pipelines and ensuring accurate forecasts, which are critical for earning incentives and rebates.
Furthermore, NetApp’s Women in Technology (WIT) programme supports diversity and inclusion,
which helps create a more innovative and dynamic partner ecosystem. By fostering an inclusive culture, NetApp enhances its ability to attract and retain top talent, which in turn benefits its partners.
In a fiercely competitive market, what measures do you take to support the growth and success of your channel partners?
To support channel partners, I focus on building a robust partner ecosystem and developing services through these partners. I ensure that partners have more business opportunities through NetApp’s leading portfolio and flexible consumption models. Furthermore, it is also important to understand partners’ sales velocity and product mix to develop accurate forecasts and help them build stronger pipelines.
The need for continuous education and training for partners is also important to keep them updated with the latest technological advancements and market trends. By providing partners with the necessary tools and knowledge, NetApp helps them stay competitive and better serve their customers.
What emerging trends do you observe within the channel landscape, and how do you anticipate they will impact business strategies moving forward?
There is increasing awareness and emphasis on diversity within organisations as a significant trend. This shift is expanding the talent pool and promoting gender equality and inclusion, which are vital for innovation and better business outcomes. The hybrid work model is an emerging trend, which has become the new norm, offering a combination of in-office and remote working experiences that ensure productivity and adaptability in business operations. Another emerging trend is the increasing importance of datadriven decision-making. Companies are leveraging big data and analytics to gain insights into market trends, customer behaviour, and operational efficiency. This trend will likely drive more strategic and informed business decisions, leading to better outcomes for both companies and their channel partners.
Looking ahead, what technological advancements do you predict will dominate industry discussions? Cloud services, flexible consumption models, and hyperscale alliances indicate that cloud technology, AI, and big data analytics are likely to dominate industry discussions. These technologies are critical for driving partner growth, customer success, and expanding business opportunities in the channel landscape.
Moreover, advancements in cybersecurity will also play a crucial role in industry discussions. As cyber threats become more sophisticated, companies will need to invest in robust security measures to protect their data and infrastructure. This will include leveraging AI for threat detection and response, as well as adopting zero-trust security models to ensure comprehensive protection.
ENSURING TRUST AND TRANSPARENCY IN AI-DRIVEN MARKETING
Gaidar Magdanurov, President and CMO at Acronis, emphasises that ethical AI use and strong data protection policies are essential to maintaining consumer trust and transparency in marketing.
Trust and Transparency
The goal of marketing is to deliver the right message at the right time to the right person at the right place—the famous four Ps of marketing. AI allows us to identify all four Ps, therefore delivering what customers need and expect and what will benefit them. Businesses get qualified leads faster and at lower cost,
while prospects get the products that they need, saving time and money on looking for a solution.
However, with AI, it is also much easier to trick customers into purchasing products they don’t need or create an impression that they are getting a good deal, while in reality, they don’t. This type of “marketing” is not sustainable in the long term,
as customers will eventually share their feedback in communities, and negative peer reviews will quickly drive business to the ground. Therefore, for sustainable marketing it is important to ensure ethical usage of AI, offering real solutions to the customers.
It is also important to protect customer’s privacy and have strict policies for storing and protecting customer data. Even if the data used to target customers with marketing messaging looks benign, leaking that data will significantly hurt the business’s reputation.
Therefore, using AI requires strict ethical policies, as well as a solid cyber protection policy.
Ethical Safeguards
It is essential to document the procedures for data collection and usage, as well as quality control, to ensure that the dataset is correct and that procedures are in place to minimise the bias in the targeting algorithm. There should be automated tools to validate and clean up the data, as well as human intervention to validate the performance of the algorithms.
Most AI systems work like a “black box” - something is entered and something is received. It is essential to run tests for those systems - providing a test dataset and validating that the output matches the criteria.
Communicating Ethics
Most customers are already accustomed to AI used for targeting ads, automated modification of the web page content when they visit websites, suggestions of products in marketplaces and so on. However, as there are more and more systems that create unique content tailored for the customers specifically - texts and videos, it is a good practice to mark that content as AI-generated, especially when it comes to audio and video presentations using human-like avatars based on real personalities. And, especially important, it is done when the AI-generated images, audio and text may remind real people, famous people or people known to the customer.
AHMED EL SAYED
Experience the journey of Ahmed El Sayed, Channel Sales lead for Middle East and Africa at HPE Aruba Networking, characterised by unwavering learning, strategic vision, and influential contributions to the tech sector. His story embodies resilience in the face of challenges and a steadfast commitment to driving innovation and positive transformation.
Reflecting on your career, can you identify key moments that significantly contributed to your success and growth in the dynamic channel industry?
I think I’m blessed being part of such an interesting industry and especially being part of the channel organisation in a company like HPE, the values and empowers channel partners. Equally importantly is being surrounded by high performing colleagues and visionary leadership team that inspire you every day. What stands out to me most is how HPE provides an amazing platform for employees to sustain upto-date knowledge about the market and the channel ecosystem, given the large diversity in channel partner base we have in the Middle East and Africa.
Joining HPE was a key moment in my career. When I took over the channel leadership role 4 years ago, I had the opportunity to form and execute HPE Aruba Networking’s Security-first, AI-powered networking strategy, which allowed me to make a significant difference in the way we approach our customers and our channel partners. Being part of a growing organisation like HPE, with a strong culture, inspiring leaders, a clear vision and strategy, gave me the foundation and confidence I needed to be professionally successful.
Within the industry, what obstacles have you faced, and how did you navigate and triumph over these challenges?
The Middle East and Africa, as an emerging market, has always faced different types of challenges but has also risen above them and emerged as one of
the most resilient regions in the world. Some challenges are related to economic fluctuations and some to regulatory and compliance issues, like data privacy and security, technology and channel eco system diversity and a strong Tier 1 distribution arm. The government has put measures in place to counter these challenges which must be adhered to by private organisations that can leverage their expertise in such cases. We must transform the way our partners and customers consume connectivity to adapt to the market expectation.
We also face challenges that are related to the massive growth in IOT with Statista’s estimation that by 2025 there will be ~75 billion edge-devices–our partners must be equipped with a networking technology that supports all IOT use cases. At the same time, we must educate partners on how to provide a solution that can help our end-customer in achieving a securityfirst, AI-powered network for a better user experience and daily operational efficiency, while at the same time ensuring data security.
As a leader, how do you adapt to the ever-evolving landscape of technology and business in the channel sector while fostering innovation and collaboration within your team?
Firstly, I truly believe that knowledge is power, and I think consistent learning and channel development and enablement is key. The same applies to us as a team as we are in a very dynamic industry and learning must be a continuous exercise.
Secondly, paradigms are shifting, and our customers are expecting solutions that they can consume in ways that allow their end-users to have access to applications anywhere and anytime, which in turn comes with increased complexity in security, governance and talents gaps.
Enabling our channel partners and providing them with a Security-first, AI-powered networking will help them provide their customers with improved business outcomes that are a result of an enhanced automation. . For this reason, AI and Machine Learning will always be a game changer in the
industry. Transferring our innovations and knowledge to our partners is key to becoming more relevant to customers and by helping them overcome the challenges they face. Network and security teams today are seeing real benefit from AI-powered automation and protection.
Lastly, channel partners programmes must be in line with the channel eco system expectations. For HPE this means that we are rewarding and differentiating partners based on the value-added activities they offer to our joint customers. When rewarding our channel partners, we not only consider their sales but also their ability to provide customer, managed and professional services which is exactly what we keep in mind when adapting our channel partner programmes.
Looking ahead, what trends or challenges do you see for channel leaders, and what strategies do you have in place to effectively address them?
Our objective as a company is to advance the way people live and work and for this reason, all our innovations, partnerships and acquisitions support this objective. Automation and operations efficiency remain one of top challenges that our customers face. Additionally, security is a key challenge with the huge rise in number of IOT devices connected to the network that increase the surface of a cybersecurity attack.
To counter this, we need to lead with secure networking solutions that drive business outcomes and overall satisfaction for our customers rather than just offering connectivity. For this working closely with various, specialised channel partners that provide complete solutions, incentivising them to expand their portfolio of value-added services, while offering constant innovation and different options to consume IT.
In your role as a prominent figure in the channel community, how do you plan to sustain and expand your positive impact on the industry as a whole?
I believe that our success is defined by the legacy we leave behind. For me
as the channel lead for HPE Aruba Networking in the Middle East and Africa this means to enable and ensure a team culture and values that allows us to be the best for our partner. This includes providing exceptional support and help them keep differentiating themselves, while ensuring their profitability. For me and my team further strengthening our strategic partnerships is a top priority. And we make constant effort by maintaining a consistent communication and creating platforms where they can share their feedback and ideas for growth and improvements.
We want to empower channel partners, by providing them with all tools and innovations that help them becoming more relevant to our customers.
Furthermore, HPE as a company, but also me personally, am not only aiming for a positive impact externally, but also internally within our team. At HPE we truly believe in achieving the right work life balance, which is where personal wellness plays a key role. Wellness contributes not only to employees mental health, but their work experience altogether, resulting in better performance, improved focus, higher energy levels and more enthusiasm within the team, which is what makes the workplace all the more better!
Lastly, drawing from your experiences, what valuable advice would you offer to emerging leaders in the channel sector?
Listen to your channel partners, keep the communication channels open and reflect on what channel partners expect from you as a vendor. This goes a long way, as I always say in HPE Aruba Networking. We couldn’t have been as successful as we are without them and, we can’t maintain our business growth without their continuous support and collaboration. We all must be aligned with the market expectations and offer our channel partners means and ways to remain relevant to our customers. As I mentioned earlier: development is key and knowledge transfer on key subjects will take your channel partners experience to new heights in AI, Security, and Sustainability.
CYBER RESILIENCE BLUEPRINT
Sanjeev Walia, Founder and President of Spire Solutions shares insights on navigating cyber threats, developing innovative solutions, and preparing for future trends in cybersecurity.
What are the most significant cyber threats businesses are currently facing, and how can they prepare for these evolving challenges?
A number of cyber threats are currently affecting businesses, such as ransomware attacks, phishing, advanced persistent threats (APTs), insider threats, IoT vulnerabilities, supply chain attacks, cloud security issues, and zero-day exploits. To prepare for these evolving challenges, companies should adopt comprehensive strategies such as regular data backups, employee training, multi-factor authentication, and robust incident response plans. Additionally, it is imperative to secure IoT devices, vet third-party vendors, ensure proper cloud configurations, and stay current with security patches. By embracing a zero-trust security model, investing in artificial intelligence and machine learning to enhance threat detection, and implementing ongoing educational and awareness programmes, businesses can effectively mitigate these risks. The use of threat intelligence services, regular security audits, and strengthening endpoint security are also essential. Implementing these proactive measures can assist companies in defending themselves against sophisticated and evolving cyber threats.
What innovative cybersecurity solutions and strategies is Spire Solutions developing to help businesses stay ahead of emerging cyber threats in 2024?
We have always strived to be ahead of the curve in bringing technologies to the market that are unique and have a very strong value proposition. We continue to keep that at the core of our principles and have brought in, over the recent years, sophisticated security, privacy and governance capabilities like AI Security, Quantum-Safe Encryption, Single click compliance
and regulatory monitoring and posture management, Cloud IR, Data Governance and Privacy solutions, along with advanced AI/ ML frameworks that are secure and robust.
How are AI and automation transforming the cybersecurity landscape, and what role do they play in enhancing threat detection and response capabilities?
The integration of AI and other advanced technologies into both cybersecurity defences and attack strategies is a double-edged sword. While AI enhances security capabilities, it also provides new tools for cybercriminals to execute more complex and automated attacks. GenAI and smart malware will enhance attacker efficiency, enable greater automation, and increase the autonomy of attacks, while significantly augmenting attacker and defender toolsets. Having the capability to counter AI using AI-assisted or AI-driven cybersecurity controls, frameworks, and tools is important. Today, organisations should plan to enhance their cybersecurity systems to accommodate such advancements and move away from the conventional siloed cybersecurity approaches.
Can you explain the importance of maintaining good cyber hygiene and provide some best practices that businesses should adopt to mitigate cyber risks? Maintaining good cyber hygiene or a good cybersecurity posture has always been of paramount importance in any organisation. It ensures that the organisation can protect its sensitive data, maintain customer trust, and ensure operational continuity. Cyber Hygiene refers to the practices and steps that users and organisations need to take to maintain the health and security of their devices and networks.
Doing regular updates and patches, strong credential management
As
a cybersecurity thought leader, Spire Solutions focuses on innovation, partnerships with leading vendors, and the adoption of cutting-edge technologies. In addition to providing comprehensive security solutions, we specialise in zero trust, cloud, and IoT security.”
adherence to such compliances. However, every time they run compliance audits, there are always new findings, and this is normal. Because your environment changes with time, so do the tools, technologies, processes, and people within the organisation.
attack strategies and familiarise themselves with how to detect, defend, and tackle such attempts effectively.
policies and procedures, strict access controls, enhanced encryption for data at rest and in motion, understanding and visualisation of network security, having a strong IR plan, and regular monitoring and configuration management are some of the key areas organisations need to focus to ensure good cyber hygiene. And of course, employee or user enablement and awareness is very important.
How can businesses navigate the complex landscape of cybersecurity regulations and compliance requirements, and what support does Spire Solutions offer in this area? Today, regulatory compliance and security are increasingly enforced globally, with a particular emphasis in the Middle East. Organisations that have invested, designed, and/or managed their cyber security systems over many years, are finding it challenging to make sense of how this is to be achieved with minimum business disruption. Mostly what we see, is organisations hiring a consultant or a firm to do an audit, and then based on the findings they add and/or remove technologies, processes, or people to ensure
At Spire, we are trying to deliver to our customers, is the capability to not end up in such a situation, by providing continuous compliance visibility and facilitating constant tracking to adherence against selected compliances or regulations based on the region. We extend a single pane of glass view from C-level to Infosec professionals to have the visibility they need to ensure they are not just complied with but also have the full coverage they need from a security perspective.
What role do employee training and awareness play in a robust cybersecurity strategy, and how can businesses effectively implement these programmes? It is still the undeniable truth that human is the weakest link in your cybersecurity, and your cybersecurity is only as strong as your weakest link. Having said that, organisations today have realised the importance of awareness and training. There needs to be a lot more investment from organisations into this domain, as this should not be treated as a one-time activity. Organisations and executives should understand that constant repetitive awareness and/or training sessions and exercises are what will make them more capable of handling cybersecurity incidents, issues, and breach attempts (like phishing), better.
Developing a training programme with advanced crisis simulations is the best way to ensure that the cybersecurity teams within organisations are always updated with the latest
We emphasize the importance of this to every organisation and have aligned with industryleading solution providers that facilitate state-of-the-art capacity building and simulation environments that organisations can use to achieve this goal.
Looking ahead, what are some of the key trends and advancements in cybersecurity that businesses should be aware of, and how is Spire Solutions positioning itself to lead in these areas?
In the coming years, key trends and advancements in cybersecurity include the adoption of artificial intelligence and machine learning for enhanced threat detection and automated responses, the implementation of zero-trust architectures to control access, and the emphasis on IoT and cloud security. Furthermore, businesses must prepare for advanced persistent threats, comply with evolving privacy regulations, and anticipate how quantum computing will impact cryptographic security. The importance of human-centric security measures, such as user behaviour analytics and continuous employee training, is also increasing.
As a cybersecurity thought leader, Spire Solutions focuses on innovation, partnerships with leading vendors, and the adoption of cutting-edge technologies. In addition to providing comprehensive security solutions, we specialise in zero trust, cloud, and IoT security. With advanced threat intelligence, rapid response, and comprehensive training programmes, Spire Solutions helps businesses stay on top of cyber threats and ensure robust protection against them.
MAXIMISING PARTNER ENGAGEMENT
Barb Huelskamp, SVP Global Channels & Alliances at Qualys and Karun Malik, VP Strategic Alliances at Qualys, share insights on their MSSP program and the recent updates to the portal.
Can you please give us an overview of the Qualys MSSP strategy and programme?
Barb: Our Managed Security Service Provider (MSSP) strategy and programme are crucial components of our ecosystem. We have hundreds of MSSP partners worldwide, delivering Qualys-related professional services and solutions to both, regional and global customers. Our focus is to support these partners to accelerate their customers’ digital transformations by embedding robust cybersecurity services, ultimately reducing and eliminating cyber risks. We are continually enhancing our partner program, with a particular emphasis on modernising the MSSP segment, which we believe will be one of our fastest-growing areas. To bolster this, we have recently launched a new role-based enablement process, recognising enablement as a key pillar for our partners’ success.
As a technology company, we are fully committed to leveraging our partners for professional services, spanning from presales consultation to architecture building, implementation, and ongoing support and adoption. Our growing partner engineering and enablement
team works closely with our partners, offering service creation workshops. These workshops are particularly beneficial for newer MSSPs, introducing them to the broad spectrum of services they can provide to their existing customers and new prospects.
Lastly, we have launched a new MSSP portal, an essential tool for our MSSP partners. This portal allows them to effectively manage numerous customers through a single pane of glass, enhancing their operational efficiency and service delivery.
Why should MSSP partners consider adding Qualys to their offerings?
Barb: The reason Qualys is becoming an easy answer for our partners boils down to two key factors: Innovation and ROI.
Firstly, our Enterprise TruRisk Platform stands out in the market. It enables our partners to measure, communicate, and eliminate risk effectively. This platform consolidates multiple product categories, including asset management, risk remediation, vulnerability and configuration management, threat detection, and compliance. Additionally, it incorporates cyber risk quantification, which helps customers link cyber risks
to business risks, demonstrating how their cybersecurity investments impact their business.
Secondly, the return on investment (ROI) is significant.
Karun: The ROI comes from several factors, primarily driven by our technology consolidation for MSSPs. When we conducted research with IDC to evaluate the benefits for our end customers, the findings were clear. Over a three-year period, the ROI was approximately 403%, with an average benefit of about $102K per thousand users and a payback period of about five years.
By consolidating security technologies, Qualys simplifies operations, reduces costs, and streamlines processes. A single agent handles patching, vulnerability detection, inventory discovery, compliance, and file integrity monitoring. This reduces the need for multiple tools and lowers Total Cost of Ownership (TCO). Automation further eliminates manual processes, enhancing operational efficiency and delivering significant cost savings and improved ROI for MSSPs and their customers.
Barb: We’ve discussed Innovation and ROI, and now let’s look at our Partner Program. In recent years, our partners have experienced our shift to a more partner-centric strategy. We’re truly leaning in, investing in our partners across the board. Our goal is to support their growth and success with Qualys. We believe that by collaborating closely, partners can drive higher top-line revenues and improve profitability, leveraging our comprehensive support and resources.
What is the process for organisations to become Qualys MSSP partner?
Karun: Our process involves first
qualifying the needs of MSSPs, as service creation and orchestration are crucial. We identify their requirements and assist them in building service catalogues and processes. We guide them in rolling out and offering entire service packages. Globally, we work with numerous MSSPs, including major telecom providers. In the Middle East, for example, we collaborate closely with regional partners and help them develop packages and orchestration strategies because the key service outcome for any MSSP is an outcome-based service defined by SLAs. By understanding their needs and customer personas, we help MSSPs create and qualify these service offerings, enabling them to take them to market effectively.
What is the value proposition for end customers who choose to work with Qualys?
Barb: Customers will receive qualified services from certified Qualys partners who are experts in communicating, measuring, and eliminating cyber risk. These partners ensure our customers are audit-ready, aligning with cyber risk benchmarks regardless of their location. Our partners leveraging our platform have shown to be 40 per cent more efficient in responding to potential threats, and they help reduce 85 per cent of the vulnerabilities due to a risk-based prioritisation that we have in our platform. So they end up closing tickets 60 per cent faster and improving customer efficiency by 37 per cent.
What are the challenges faced by MSSP partners and how Qualys is trying to overcome them?
Karun: The biggest challenge any MSSP faces today is staying on top of technology updates and providing continuing education as part of the customer success story. By leveraging the portal, they can optimise how they scale and manage global customers. For example, our global partners can manage their customers from any location using a single portal that orchestrates and manages data while delivering outcomes. This portal offers a holistic view of all client accounts, licenses, and user roles, streamlining
partner management and enhancing overall security posture. It simplifies operational tasks like managing subscriptions, generating reports, and deploying patches. Additionally, it allows MSSPs to measure and manage risk across all customers, providing a significant operational impact through a single pane of glass.
Barb: Upskilling and keeping teams updated on current technologies is a top priority for MSSPs. Qualys recognises that continuing education and enablement are crucial to partner success. To support this, we’ve introduced new role-based enablement paths and expanded our partner enablement and engineering team. This allows us to offer custom training to help partners stay current with the latest technology updates, compliance requirements, and local laws related to policy and governance.
The MSSP portal also addresses resource constraints by automating repetitive tasks across multiple subscriptions and interfaces, such as updating security settings, generating reports, and deploying patches. This optimisation benefits both our partners and their customers by streamlining the management of managed services and maximising resource efficiency.
Can you elaborate on some of the benefits of the new Qualys MSSP Portal?
Barb: It’s important to emphasize the efficiency gains our partners experience with this new tool. Automation and simpler processes allow them to optimise personal time for strategic functions and better manage daily incoming risks and requests through a single pane of glass. Most importantly, we aim to improve customer satisfaction, which leads to higher renewal rates and expanded professional service opportunities across our entire enterprise risk platform. This tool helps our partners enhance their services and meet customer needs more effectively.
Karun: One key benefit is the ability for partners to ‘land and expand’ within the Qualys portfolio. This approach, combined with service
attachments, results in higher renewal rates. Whether providing managed services or professional services, partners can add layers of value. For instance, large GSIs can integrate security into their digital transformation services, embedding it into their offerings. This single platform enables partners to grow, increase their top line, and improve their bottom line, making it a onestop solution for expanding their capabilities and services.
Can you share some of your future plans?
Karun: From a technology standpoint, we aim for the portal to be the single pane of glass for cyber risk measurement and quantification. With our Enterprise TruRisk Platform, we are integrating data telemetry from our ecosystem of partners to help MSSPs transition from traditional risk monitoring to advanced cyber risk quantification. This enables them to offer boardlevel cyber risk measurements and provide orchestrated services based on these insights. As the industry shifts towards cyber risk quantification for board discussions, we support MSSPs by providing the necessary data and automation. They, in turn, enhance their processes on our platform to deliver superior service outcomes for their customers.
Barb: We initially operated with a smaller set of partners during our pilot phase. Now that we have officially launched, we plan to engage partners for feedback to understand their experiences and preferences for future improvements. Our agile roadmap allows us to adapt quickly based on this feedback. We are making significant investments across the partner community, especially with MSSPs, and are modernising our overall MSSP program along with our reseller and technology alliance strategies. As a result, we’ve seen an increasing number of resellers interested in offering managed services and accessing the MSSP portal. This expansion will enable a broader partner community to deliver enhanced services to our customers.
DYNAMIC SAFEGUARDS
Aliasgar Dohadwala, CEO of Visiontech Systems International, highlights the company’s proactive strategies and innovative solutions in the managed cybersecurity services industry, ensuring robust protection and regulatory compliance to customers amidst a rapidly evolving digital landscape.
What notable trends have you observed in the cybersecurity landscape across regions?
The cybersecurity landscape in the UAE is evolving rapidly, driven by technological advancements and the increasing sophistication of cyber threats. As organisations across the region embrace digital transformation, several key trends have emerged that are shaping the approach to cybersecurity.
In the UAE, the adoption of cloud services has surged, prompting a crucial focus on securing cloud environments and safeguarding data. Concurrently, ransomware incidents have spiked across both public and private sectors, underscoring the need for heightened security measures. The proliferation of smart city initiatives and IoT devices has presented significant security challenges, urging the implementation of robust protective measures. To bolster cybersecurity, the UAE is bolstering regulations like the Dubai Electronic Security Center (DESC) standards to fortify digital infrastructure and privacy protocols. Despite global trends, the UAE contends with a shortage of cybersecurity experts, fueling demand for specialised training and recruitment efforts. Embracing Zero Trust Security models, UAE organisations are combatting internal and external threats with heightened vigilance. Furthermore, the integration of AI and machine learning technologies bolsters cybersecurity efforts, enhancing detection and response capabilities. Notably, securing the supply chain has emerged as a pivotal focus, particularly within critical sectors like
energy and finance, to preempt cyber threats stemming from third-party vulnerabilities.
With the increasing complexity of cyber threats, how do Managed Cyber Security Services ensure continuous monitoring and proactive threat management?
With the increasing complexity of cyber threats, Managed Cyber Security Services (MCSS) ensure continuous monitoring and proactive threat management through several key strategies.
Managed Cybersecurity Service (MCSS) providers offer comprehensive security solutions to organisations, employing a range of sophisticated tools and practices to safeguard against cyber threats. Operating
24/7 Security Operations Centers (SOC), cybersecurity experts monitor networks, systems, and data continuously, ensuring proactive threat detection and response. Utilising advanced technologies like AI and machine learning, they detect unusual patterns and behaviours indicative of potential threats in real-time. Integration of global threat intelligence feeds enables MCSS providers to stay updated on the latest cybersecurity threats and vulnerabilities, informing their security measures. Proactive threat-hunting initiatives are undertaken to identify and neutralise threats preemptively. In the event of a security incident, predefined incident response plans are swiftly executed to manage and mitigate the impact, including containment,
eradication, and recovery processes. Regular vulnerability assessments and penetration testing are conducted to address security weaknesses proactively. Leveraging Security Information and Event Management (SIEM) systems, security data is collected and analysed, enabling early threat detection and rapid response. Automation tools streamline security processes, ensuring faster threat detection and response times. Additionally, MCSS providers assist organisations in compliance and risk management, ensuring adherence to regulatory requirements and implementation of best practices for consistent security policy enforcement. These strategies combine to provide a robust defence against the everevolving landscape of cyber threats, ensuring that organisations are wellprotected and can respond swiftly to any incidents that arise.
How
do Managed Cyber Security
Services help organisations achieve regulatory compliance and maintain data protection standards?
Managed Cyber Security Services (MCSS) are instrumental in assisting organisations in achieving regulatory compliance and upholding data protection standards through a multifaceted approach. Firstly, they possess comprehensive knowledge of diverse regulatory frameworks such as GDPR, HIPAA, and PCI-DSS, guiding organisations in understanding and interpreting these regulations for adherence. Additionally, MCSS providers aid in the development and implementation of tailored security
policies and procedures encompassing data handling, access controls, and incident response plans.
Regular security audits and assessments conducted by MCSS providers identify compliance gaps and areas requiring improvement, ensuring organisations are prepared for official audits. Continuous monitoring of networks and systems guarantees consistent compliance, with detailed reports generated to demonstrate compliance efforts to regulatory bodies. Robust data encryption measures, including encryption at rest and in transit, are implemented to safeguard sensitive information.
MCSS providers establish stringent access control mechanisms, employ incident response plans compliant with regulatory requirements, and conduct employee training programs to educate personnel on regulatory obligations and data protection best practices. Comprehensive documentation of security measures, incidents, and compliance efforts is maintained for regulatory reviews and audits. Additionally, MCSS aids in identifying, assessing, and mitigating risks associated with data protection and regulatory compliance, ensuring proactive management of potential issues. By leveraging MCSS expertise and resources, organisations effectively navigate regulatory complexities while maintaining high standards of data protection and legal adherence.
What measures are in place to ensure seamless collaboration and communication between organisations and their Managed Cyber Security Services providers? Seamless collaboration and communication between organisations and their Managed Cyber Security Services (MCSS) providers are imperative for robust cybersecurity management. To facilitate this, several key measures are implemented. Firstly, dedicated Account Managers serve as primary contact points, streamlining communication and coordinating services effectively. Regular meetings and updates are scheduled for performance reviews, incident discussions, and strategic planning sessions.
Service Level Agreements (SLAs) are established to define expectations,
responsibilities, and performance metrics, ensuring mutual accountability. Realtime communication tools such as secure chat platforms, video conferencing, and incident response platforms facilitate swift information exchange during security incidents. Comprehensive reporting mechanisms provide regular insights into security incidents, threat intelligence, compliance, and overall security posture.
Integrated security dashboards enable real-time monitoring of threats, incidents, and security measures, enhancing visibility and situational awareness. Predefined incident response protocols ensure coordinated actions during security incidents, minimising potential impact. Customised security plans tailored to organisational needs and regulatory requirements further bolster collaboration and alignment. Regular training and awareness programs keep stakeholders updated on cybersecurity trends and best practices, enhancing overall security awareness. Lastly, structured feedback mechanisms are implemented to solicit input for continuous service improvement. By implementing these measures, organisations and MCSS providers ensure effective collaboration and maintain a strong security posture through continuous, clear communication.
What emerging trends and technologies do you anticipate will shape the future of Managed Cyber Security Services, and how is Visiontech preparing to leverage these advancements?
Emerging trends and technologies are set to significantly shape the future of Managed Cyber Security Services (MCSS). Visiontech is proactively preparing to leverage these advancements to enhance its cybersecurity offerings.
Visiontech addresses key trends through various initiatives. They’ve partnered with cybersecurity vendors to provide Managed Detection and Response (MDR) services, ensuring clients benefit from 24/7 monitoring, rapid incident response, and continuous threat intelligence integration. Additionally, Visiontech is establishing state-of-the-art Security Operations Centers (SOCs), equipped with cutting-edge tools and staffed by
skilled professionals for real-time threat monitoring and response.
The company adopts the Zero Trust Security Model, implementing robust identity and access management systems, continuous monitoring, and micro-segmentation to tighten resource access control. They’re also integrating Extended Detection and Response (XDR) solutions to enhance visibility across endpoints, networks, and cloud environments, enabling swift responses to threats.
Furthermore, Visiontech is expanding its cloud security services, embracing automation and orchestration tools, participating in threat intelligence sharing networks, and developing tailored security strategies for 5G and IoT technologies. They also offer compliance education, support, and enhanced data privacy solutions to ensure clients meet regulatory requirements.
By staying ahead of these emerging trends and technologies, Visiontech is positioning itself to deliver cutting-edge cybersecurity solutions that meet the evolving needs of its clients.
What lies on the horizon for Visiontech in the coming years?
Visiontech is strategically expanding its cybersecurity portfolio, prioritising Managed Detection and Response (MDR) and advanced Security Operations Center (SOC) capabilities to ensure continuous threat protection for clients. Leveraging global threat intelligence networks and cutting-edge detection tools, Visiontech aims to deliver timely insights for proactive threat management. Additionally, the company is investing in advanced cloud security solutions, adopting the Zero Trust Security model, and enhancing support for regulatory compliance and data privacy through audits and education programs.
Visiontech is also developing specialised security solutions for IoT devices and 5G networks, while strengthening customer relationships with personalised services and proactive support. Furthermore, the company plans to streamline security operations through automation and orchestration tools, expand globally through strategic partnerships, and address the cybersecurity skills shortage by recruiting top talent and providing continuous training.
WI-FI 6 & AI
Sakkeer Hussain, Director – Sales & Marketing MEA at D-Link, shares insights on how D-Link enhances network performance and user experience by integrating Wi-Fi 6 and AI technologies to optimise connectivity, prioritise traffic, and improve security.
How does D-Link integrate Wi-Fi 6 and AI technologies to enhance network performance and user experience?
We combine Wi-Fi 6 with AI technology in our routers and mesh systems to improve home network performance and user experiences. At D-Link, we extensively leverage Wi-Fi 6 and AI technologies.
Wi-Fi 6 uses techniques like 1024 QAM (Quadrature Amplitude Modulation) to encode more data into each signal, resulting in up to a 25% increase in data rate compared to Wi-Fi 5, which gives users increased throughput. It supports MU-MIMO (Multi-User, Multiple-Input, MultipleOutput), which allows the router to communicate with multiple devices simultaneously, improving efficiency and reducing lag, which is especially beneficial for homes with many connected devices.
Wi-Fi 6 can handle wider channels (160MHz compared to 80MHz in WiFi 5) which can potentially extend the range of your Wi-Fi signal.
The AI in D-Link devices can automatically scan for the clearest Wi-Fi channel, reducing interference and ensuring the strongest possible connection for your devices.
Our devices enable traffic prioritisation as AI can identify and prioritise internet traffic for applications like gaming or video conferencing, ensuring a smoother online experience for those activities. In mesh systems, AI can optimise the connection between mesh nodes for a more seamless and reliable Wi-Fi signal throughout your home. AI can help us analyse network usage and
suggest improvements or generate reports, making it easier to manage your home network.
D-Link’s AI-powered parental controls allow you to manage your children’s internet access, including scheduling internet breaks and filtering websites.
By combining Wi-Fi 6’s faster speeds and improved capacity with AI’s ability to optimise connections, D-Link aims to provide a more stable, efficient, and user-friendly Wi-Fi experience for your home.
What specific AI-driven features does D-Link incorporate into its products, and how do these features contribute to network optimisation and security?
We deploy several AI-driven features in our routers and mesh systems to enhance network optimisation and security. To explain a few, for network optimisation, we leverage features like AI Wi-Fi Optimizer, AI Traffic Optimizer, AI Mesh Optimisation and smart diagnostics. AI Wi-Fi Optimizer continuously scans for the Wi-Fi channel with the least congestion and interference. By automatically switching to the optimal channel, it ensures your devices are always connected at the best possible frequency for maximum speed and stability. AI Traffic Optimizer analyses network traffic and prioritises bandwidth for critical applications. In D-Link mesh systems, AI optimises the connection between mesh nodes. It can dynamically adjust data flow between nodes to ensure a seamless and consistent Wi-Fi signal throughout your entire home, eliminating dead zones.
With smart diagnostics, AI analyses network usage patterns and identifies potential issues like congestion or weak signal strength. It can then suggest solutions or generate reports to help us optimise your network settings.
While AI doesn’t directly block threats, it contributes to security by optimising network performance. A well-functioning network with less congestion and stronger connections makes it harder for malicious actors to exploit vulnerabilities. Additionally, by prioritising bandwidth for critical applications, AI ensures timely updates for security software, further bolstering the network’s defences.
With the proliferation of IoT devices, how does D-Link leverage Wi-Fi 6 and AI to manage and prioritise network traffic effectively?
The proliferation of IoT devices brings a unique challenge to home networks. With so many devices competing for bandwidth, congestion and lag become more likely. At D-Link, we leverage WiFi 6 and AI to manage and prioritise traffic effectively in this environment through some of the earlier-mentioned features.
Combining Wi-Fi 6’s ability to handle more devices and data simultaneously with AI’s real-time traffic analysis and prioritisation, we aim to provide a network that can effectively manage even the most device-dense households. This allows for a smoother overall experience, for our users, with minimal lag for critical tasks and improved responsiveness for all your connected devices, including the evergrowing number of IoT gadgets.
Can you elaborate on any use cases where the combination of Wi-Fi 6 and AI technologies has delivered tangible benefits to businesses or consumers?
The examples would be many and varied across all sectors. Some immediate ones that come to mind include – enhanced smart warehouse management, where a large warehouse utilises a complex network of sensors, cameras, and barcode scanners to track inventory, manage robots, and optimise logistics. It sounds futuristic but this is already happening in global markets. Wi-Fi 6 will allow for efficient data transmission between different devices and AI can help prioritise critical data
from the sensors and scanners.
In the retail space, a retail store could use Wi-Fi 6 and AI to provide a more personalised shopping experience. Customer smartphones can be identified and tracked, allowing for targeted promotions and locationbased services.
Looking ahead, what advancements or innovations can we expect from D-Link, and how will these developments shape the future of networking?
D-Link stands poised to seize opportunities in growing sectors like Smart Home and SMB Networking, as well as the Internet of Things (IoT). Our
primary emphasis will be on advancing technologies such as Wi-Fi 6 & 6E, alongside innovations in AI and security. We remain committed to enhancing user experiences through intuitive interfaces and mobile applications, facilitating seamless network management. Our unwavering dedication to delivering value to our customers remains central to our business strategy.
By proactively embracing these emerging trends and harnessing the strength of our established partner network and training initiatives, we are confident in our ability to reinforce our position as a frontrunner in the everevolving realm of networking.
EVOLVING CYBER DEFENCE
Ramzi Itani, Regional Director, Middle East, Veritas Technologies highlights how the company leverages AI to enhance cyber threat detection and response, improving resilience and operational continuity for organisations in the evolving threat landscape.
How are cyber-attacks evolving with AI, and what challenges do they bring for organisations?
As we advance into 2024, the cyber threat landscape is undergoing a significant transformation. The sophistication of cybercriminals, fueled by technological advancements in Artificial Intelligence (AI) and Machine Learning, is on the rise. The traditional focus on infrastructure vulnerabilities is shifting towards more insidious attack vectors, particularly those targeting identity and credentials.
The digital era has expanded the attack surface, with edge devices becoming new targets for both nationstate actors and cybercriminals.
The cloud environment, once considered a stronghold, is now seen as Achilles’ heel due to token security challenges, making remote access and authentication more vulnerable.
As the attacks continue to evolve, UAE national legislation is moving with equal pace to best protect both public and private sectors. This is driving the awareness that all organisations in the GCC region must stay vigilant, allocate resources for research and development in emerging solutions and collaborate with local, regional and the wider global cybersecurity community to collectively stay ahead of these cyber threats.
Which solutions bolster an organisation’s resilience against such cyber threats?
The surge in identity-based attacks, means malicious actors are no longer just hacking into systems; they are logging in with valid credentials, often obtained by identity theft, spoofing, and the use of deep fakes to manipulate individuals. To enhance resilience against these increasingly focused cyber threats, organisations implementing AI-driven intelligent data management solutions will have the advantage.
These solutions help the data protection teams enhance their capability and speed of response. One of the biggest advantages of
The increasing adoption of AI underscores the importance for CISOs to leverage technological advancements to safeguard their organisations effectively. Ethical governance frameworks should be established to ensure transparency and accountability in AI decisionmaking processes, promoting trust among human operators.”
AI-driven solutions is the delivery of continuous monitoring and defence against threats from compromised data protection user credentials. Beyond this, AI can better and more effectively detect anomalies in administrative user behaviours, and when triggered, can autonomously adjust security parameters to prevent access to data and protect against any critical data being exposed to access. By leveraging the capabilities of these solutions, organisations can better detect, respond, and mitigate cyber risks effectively, safeguarding their critical assets and maintaining operational continuity amidst constant uncertainty.
As organisations navigate the complexities of the cyber landscape, how can Veritas’ AIdriven solutions empower IT professionals, both specialists and generalists, to optimise their cybersecurity efforts?
We are introducing the industry’s first self-defending data protection solution – an innovative and automated defence against user behaviour-based ransomware attacks. Veritas NetBackup and
Veritas Alta Data Protection now actively and continuously monitor admin user behaviour and adjust defences such as multi-factor authentication and multi-person authorisation challenges dynamically when anomalies in administrative behaviours are detected. This adaptive, self-learning, self-defence solution is the industry’s first selfdefending data protection solution that automates threat detection and response, protecting against these evolving cyber threats.
Along with the solution, we have also introduced an AI-powered co-pilot, Veritas Alta Copilot that simplifies data management tasks, offering intuitive interaction and proactive troubleshooting assistance. Integrated cyber-resilience for any organisation requires specialist capabilities for maximum success. That means among national legislators - as we have seen actively in UAE – as well as the partner community. We have expanded the Veritas 360 Defense ecosystem, adding additional five new security-centric partners to our ecosystem, including Securonix, to leading security vendors, such as CrowdStrike, CyberArk, Qualys, Semperis and Symantec by Broadcom, with HashiCorp completing a Veritas REDLab certification.
With cybercriminals increasingly targeting human-operated systems, how can organisations effectively bridge the gap between human and AI-driven defence strategies?
As cybercrime continues to evolve, organisations need to establish a mutually beneficial relationship between human and AI-driven defence strategies to complement the strengths of the other. This requires combining the human expertise and decision-making skills of employees with the speed and scalability of AI technologies. To achieve this, companies should provide continuous training to their employees on how to work with AI and use their cybersecurity awareness and skills to validate the insights generated by AI.
Having a Chief Information Security Officer (CISO) to provide
cyber risk management advice, and understanding how data flows within an organisation – including the type of data that employees are inputting into AI tools – can also help map areas to improve security infrastructure, protocols and anticipate threats before they break the perimeter. The increasing adoption of AI underscores the importance for CISOs to leverage technological advancements to safeguard their organisations effectively. It is also possible for organisations to engage external consultants to audit and assess their AI tools for similar purposes.
Additionally, ethical governance frameworks should be established to ensure transparency and accountability in AI decisionmaking processes, promoting trust among human operators. Finally, organisations must implement strong cybersecurity measures to protect their operations from potential cyber threats. By continuous learning and adaptation, organisations can stay ahead of evolving threats and adjust their defence strategies based on feedback from both humans and AI.
With the UAE’s vision to become a leading AI power, how do you foresee Veritas’ latest product revolutionising the cybersecurity sector in the region?
As UAE continues to invest in AIdriven innovation, Veritas’s latest AI innovations within the Veritas 360 Defense are important to help shape the future of cybersecurity, driving advancements that align with the nation’s ambitious goals.
We can offer our customers and partners in UAE the industry’s first self-defending data protection solution powered by Artificial Intelligence has proven to be a game-changer, allowing for faster detection and response times, as well as the ability to identify and mitigate potential threats before they can cause significant damage.
These offerings are a valuable addition to the cybersecurity landscape in the UAE, helping businesses and public sector organisations stay ahead of the curve when it comes to protecting their valuable assets and data.
ADVANCING CYBERSECURITY EXCELLENCE
At the Risk to Resilience Word Tour 2024, Bilal Baig, Technical Regional Director, MMEA, at Trend Micro discusses the company’s pivotal role in advancing cybersecurity awareness and introduces innovative solutions like Trend Vision One to address evolving threats.
How do events like the Risk to Resilience Word Tour 2024 support the mission of Trend Micro?
Events like the Risk to Resilience World Tour 2024 play a crucial role in advancing Trend Micro’s mission. Covering over a hundred cities worldwide, these events serve as a platform for sharing insights into the cybersecurity landscape, emerging technologies, market trends, and customer perspectives. By engaging with government agencies, enterprises, SMBs, and partners, we contribute our knowledge to the broader cybersecurity community.
Additionally, connecting with thought leaders from various regions enables us to share experiences and
bring best-in-class solutions to each location, including Dubai. Ultimately, these events facilitate collaboration, knowledge exchange, and the adoption of innovative cybersecurity strategies, aligning with Trend Micro’s commitment to cybersecurity excellence.
What is the state of cybersecurity in the MEA region and the UAE?
The cybersecurity landscape in the MEA region, particularly in the UAE, is evolving rapidly, driven by several key factors. The advancement of AI is a significant trend. Substantial investments in AI technology are being made, reflecting its growing importance in cybersecurity strategies. Alongside this, the region has witnessed a sharp increase in cyber-attacks, with millions reported in the UAE alone. This surge is attributed to the expanding attack surface resulting from the introduction of new technologies. As a result, cybersecurity measures are crucial to cover these avenues and mitigate risks effectively. Given our substantial presence in the UAE and the wider region, we are at the forefront of addressing these cybersecurity challenges.
What are your thoughts regarding the growing influence of AI on cybersecurity?
The growing influence of AI on cybersecurity can be viewed through a dual strategy, consisting of AI for security and security for AI. AI for security involves leveraging AI technologies within the platform to enhance detection capabilities, facilitate faster response to attacks, and augment analyst knowledge.
On the other hand, security for AI focuses on safeguarding AI systems themselves, ensuring protection against data poisoning and manipulation, as well as mitigating the risks associated with the generation of deep fake information or invalid data.
At Trend Micro, we are actively engaged in both aspects, with dedicated streams focusing on
the development and release of products aimed at addressing the evolving challenges in AI-driven cybersecurity.
What sets Trend Micro apart from other cybersecurity companies in the industry?
What sets Trend Micro apart from other cybersecurity companies in the industry is our unparalleled expertise and commitment to security, backed by over 35 years of experience and a pure security DNA. Our continuous focus on innovation ensures that we remain at the forefront of technological advancements, particularly in areas such as AI. We have already integrated Generative AI into our solutions and have been leveraging AI and machine learning capabilities for over a decade. This extensive experience, coupled with our deep understanding of the evolving threat landscape, enables us to deliver cutting-edge security solutions that cater to both global and local needs. Whether it’s cloud security or onpremises security, Trend Micro is dedicated to providing innovative solutions that address the everchanging cybersecurity challenges faced by organisations worldwide.
Can you tell us about the recently launched Trend Vision One in the UAE?
The recent launch of Trend Vision One in the UAE marks a significant milestone for us. With Trend Vision One, we’ve introduced a comprehensive SaaS offering, bringing the entire cloud within the borders of the UAE. This initiative underscores our commitment to providing best-in-class cybersecurity solutions tailored to the specific needs of the region. Unlike traditional approaches focusing solely on advanced detection technologies like EDR or NDR, Trend Vision One takes a holistic perspective, prioritising the SOC and end-user experience. By integrating email security, server and endpoint security, cloud container security, and other Trend Micro services, we aim to streamline threat detection and response, making
cybersecurity management faster and more efficient for organisations in the UAE. We’re thrilled about this launch and the opportunity to enhance cybersecurity capabilities within the region.
Can you tell us more about Trend Vision One Companion?
The Trend Vision One Companion is an innovative generative AI tool integrated into our platform. Traditionally, security analysts would spend countless hours investigating complex cyber-attacks. However, with the AI companion, this process is streamlined significantly. It can contextualise intricate attack chains into simple language, enabling analysts to understand what is happening within minutes, sometimes even seconds. Moreover, the AI companion enhances analysts’ knowledge by providing insights into attack patterns and suggesting appropriate responses for faster threat mitigation. Overall, the introduction of AI into our systems revolutionises the way security teams operate, enabling quicker response times and improved threat detection capabilities.
What are your future plans?
Our future plans revolve heavily around the realm of artificial intelligence (AI) in cybersecurity. While AI has been touted for its benefits in improving threat detection and response, it’s crucial to acknowledge that attackers are also leveraging AI for malicious purposes. Therefore, our focus is not only on harnessing AI to bolster our defences but also on safeguarding the integrity of AI itself. We’re working on developing robust protections against AI-related threats such as data poisoning and ensuring the reliability of AI-generated outputs. Additionally, we’re exploring how AI can enhance various aspects of cyber defence, including combating social engineering attacks and refining defence mechanisms. Moving forward, we anticipate dedicating significant resources to advancing AI technologies to strengthen cybersecurity in the coming year and beyond.
CHANNEL CHANGE:
IT’S TIME TO ADAPT AND EVOLVE YOUR APPROACH TO THE CHANNEL
Zhanna Boguslavska, Senior Manager Global Channel and Alliances Marketing at SolarWinds discusses the necessity to adapt and evolve channel strategies.
The Middle East is undergoing a profound digital transformation. For example, in the UAE, the government has invested heavily in technology, with initiatives such as the UAE National Innovation Strategy and Dubai’s Smart City project paving the way for significant advancements. According to a recent report from IDC, the META region’s spending on ICT will top US$238 billion this year, an increase of 4.5% over 2023.
This is being driven by the adoption of new technologies such as AI. Here once again, the UAE is at the forefront, with the AI sector projected to contribute nearly 14% to the nation’s GDP by 2030. Companies are integrating AI into various operations, from customer service chatbots to advanced data analytics, demonstrating the region’s commitment to leveraging cuttingedge technology.
Despite these technological advancements, one fundamental aspect of technology delivery remains largely unchanged: the approach to channel partnerships. This is somewhat ironic, considering that the channel has been the backbone of the Middle East’s technology industry. The go-tomarket model for most tech vendors in the region is heavily channel-led, with many adopting a 100% channeldriven approach. Vendors rely on the channel — from distributors
providing logistics and training, to resellers for closing deals, and Managed Service Providers (MSPs) handling IT management on behalf of their end-customers’ overburdened in-house IT teams. However, technology companies must do more to equip and empower their channel partners. In the current climate, it is crucial to prioritise these partners to sustain growth and innovation. Channel partners face increasing challenges, having to adapt to new business models and consumption preferences, deal with inflationary pressures, and navigate heightened competition. The shift to cloudbased SaaS offerings and AI solutions has disrupted traditional business practices, requiring partners to evolve rapidly. Inflation has further strained margins, making it essential for partners to find new efficiencies and value propositions.
Moreover, the competitive landscape is more intense than ever. With an influx of new players and solutions, standing out requires channel partners to offer unique value and superior service. As a result, resellers, affiliate partners, distributors, and value-added providers — as well as software developers — all face a new wave of challenges.
Sometimes, you need a complete rethink. In some cases, all that’s required is a few minor adjustments
to find the best programme for your organisation’s needs, culture, growth rate, or goals.
Whatever’s needed, here are three key areas worth considering:
Channel partnerships help fuel growth
Some organisations are reluctant to push ahead with their channel programmes because they are put off by the cost. And yet, those who do invest in setting up channel partnerships can lay the foundations for sustained, scalable growth.
According to an impact study by Forrester, the typical composite organisation using a robust channel partner program was able to achieve a “296% return on investment over three years” leading to an average “$2.4M in net value” in the same timeframe.
The findings go to the very heart of channel partnerships. By giving channel partners more incentive to invest in your brand’s success — through marketing support or the ability to sell across your entire portfolio — you are directly nurturing your relationship with them and, by extension, the customers in their market.
For example, last year SolarWinds announced enhancements to its Transform Partner Program to better support technology partners and MSPs with cloud marketplaces, new revenue pools, and increased benefits.
It creates greater opportunities for shared growth by making it more straightforward for partners to offer customers technology solutions such as comprehensive full-stack observability powered by AIOps,
database, service management, security, and automation capabilities.
The reason we took this route? We know channel partnerships are the lifeblood of any company’s successful growth into new markets.
Channel investment leads to a more focused operation
Even though channel partners sit outside an organisation, their presence in the channel can have a knock-on effect internally. For instance, they may specialise in areas such as customer onboarding. That means instead of diverting resources to cover this process, you can focus on critical core competencies, driving innovation, and improving operations.
In other words, your enterprise gets to focus on what it does best
Zhanna Boguslavska, SolarWinds
while empowering your partners to do the same.
What’s more, channel partners are in an excellent position to offer your customers exceptional, personalised service, and support. In fact, it’s one of the Unique Selling Points (USPs) of channel partners.
Open the door to new markets and geographies
Channel partners bring a lot to the table. Not least, the knowledge of their own local markets. A strong channel partnership isn’t only about gaining a geographic foothold. Their knowledge, relationships, and insights can open up new markets, sparking a new round of growth.
Not only can channel partners help businesses navigate new markets, but they can also be a local champion for your brand, helping to build awareness and credibility.
But such relationships are a two-way street. By treating channel partners as true partners to your organisation, they can help you grow without the need for costly infrastructure or consultations.
For me, it couldn’t be clearer. In the quest for sustainable growth — against a backdrop of ever-tighter resources — channel partners are invaluable assets that can still inform strategy, strengthen competitive edge, and reduce the risks of expanding into new markets.
Committing to a robust, mutually beneficial channel partnership programme can help organisations adapt, thrive, and scale. As someone told me recently: “If you’re not already taking full advantage of your partner network, it’s time to modernise your approach to change the channel.” I couldn’t agree more.
AI TAKING LEAD IN ENABLING INTELLIGENT CONNECTED INFRASTRUCTURE
Shivani Palepu, Principal Analyst at Gartner, emphasises AI’s role in spearheading the advancement of intelligent connected infrastructure.
AI and big data are poised to become vital tools for transportation companies, empowering them to optimise user experience with personalised recommendations, smarter operations and seamless travel. Gartner predicts by 2030, AIpowered predictive maintenance algorithms will become the standard for infrastructure management, preventing 40% of infrastructure failures.
CIOs overseeing digital transformation and innovation in the transportation industry must leverage the power of AI and smart city infrastructure, such as realtime data from traffic lights, parking availability and weather sensors, to enhance personalisation accuracy and responsiveness.
Optimising Urban Mobility with Intelligent Connected Infrastructure
Connected infrastructure is a crucial element in establishing a “smart city” environment, where technology is leveraged to improve the efficiency, safety, and sustainability of transportation systems. Intelligent connected infrastructure (ICI) is the integration of communication technologies and data-sharing capabilities within the physical infrastructure of transportation systems and AI-based video analytics has played a pivotal role in advancing ICI.
There are numerous benefits of ICI, one being its ability to increase the flow of traffic through intersections by implementing dynamic traffic control and decreasing traffic congestion. The
following are some of the main advantages of ICI.
• Improved efficiency and traffic flow: Adaptive traffic lights can adjust timing, based on real-time traffic flow, reducing congestion and idling emissions.
• Enhanced safety: Real-time collision detection can warn vehicles of impending crashes, allowing for evasive manoeuvres and potentially saving lives. Data sharing can provide insights into road conditions, traffic patterns and potential hazards, enabling drivers to make informed decisions and adjust their behaviour accordingly. This can lead to a significant reduction in accidents and fatalities.
• Personalised transportation: Data collected from sensors can be used to personalise transportation options for individual users. For example, real-time information on public transportation schedules and availability can be delivered directly to users’ smartphones, making it easier and more convenient to use public transit.
• New business models: The vast amount of data generated by connected vehicles and infrastructure can be used to develop new business models and services. For example, insurance companies could offer discounts to drivers with safe driving habits, and cities could use traffic data to implement congestion pricing schemes.
ICI’s Growing Prominence
Postpandemic, transit agencies and government organisations have been increasingly investing in connected technologies to improve the efficiency of transit systems
and improve traffic flow. Examples of how city governments and transit agencies are implementing ICI solutions include Dubai’s introduction of AI smart pedestrian crossings in August 2023. This technology uses behaviour prediction models to proactively activate flashing warning signs, in-road warning lights, and traffic signal controllers in anticipation of pedestrians crossing.
Government CIOs must begin by utilising readily available data sources and integrating data from existing traffic cameras, road sensors, and public transit into the ICI ecosystem before deploying new infrastructure. They must go beyond basic data collection and utilisation to leverage AI and machine learning for deeper insights into traffic patterns, customer behaviour, and infrastructure performance. This can enable predictive maintenance, personalised travel recommendations, and dynamic pricing models.
Gartner analysts will be discussing more topics related to AI and infrastructure operations at the Gartner CIO & IT Executive Conference, taking place November 19-21 in Dubai, UAE.
Shivani Palepu, Gartner
INITIAL ACCESS BROKERS, THE IDEAL CYBERSECURITY NARRATIVE TO WIN CUSTOMERS’ HEARTS AND MINDS
Murad Hamed, Channel Account Manager, Middle East, at Qualys highlights the urgent need for businesses to understand and combat initial access brokers (IABs) to protect against costly cyber breaches in the GCC IT market.
The regional cybersecurity channel is forever looking for inroads. How do we convince our customers that they need us and that we can add value? I would like to share a story about an up-and-coming monster — the initial access broker (IAB) — and its role in the threat landscape that just won’t quit.
The GCC IT services market is expected to surpass US$8 billion this year and rise at more than 6% (CAGR) to top US$10 billion by 2028. Protecting these investments appears shrewd in light of the fact that the Middle East’s average cost of a breach is slightly more than US$8 million, which is just shy of twice the global mean. But as we work with customers to deliver that protection, we must deal with a new kind of threat landscape.
Our channel of vendors, distributors, resellers, systems integrators, service providers, and others is now mirrored by a Threat
Peter Oganesean, the Managing Director of HP Middle East, delves into the organisation’s initiatives centred around AI integration, ethical deployment, and collaborative endeavours within the region.
Industry. It has its own channel, albeit one considerably less salubrious than ours. Cybercrime is now big business, having (according to some estimates) made US$8 trillion globally in 2023 and possibly on its way to reach US$10 trillion in 2025. If such figures are accurate, they would vindicate those who call cybercrime “the world’s third largest economy”.
It’s story time Customers should be made aware
of this. They should know that this industry of threat sells infiltration capabilities as IT services, and even employs HR and marketing teams to support it all. Utilisation of various skill sets; a supply chain of vendors, resellers, and end-user bandits — it’s all there. And then you can tell them all about the vendor end, where we find the initial access broker, an infiltration specialist with all the low-end knowledge necessary to sneak into your most sensitive data stores and plant a
Murad Hamed, Qualys
waypoint that can be sold to those who will do the real (multimillion-dollar, remember?) damage.
This is the message to customers: IABs have these successes every day and it is just a matter of time before they get around to vaulting your walls. But the good news is, we can help. We are adept at discovering the vulnerabilities and misconfigurations used by IABs for breaches. We have experience in the methods IABs use to steal user credentials and plant malware. Much of what the IAB does is
to target low-hanging fruit. They want easy paydays, so they will look for open doors and unlatched windows. Initial quick wins for the security function are often simple best practices that require little investment.
Now, let’s talk about patching. Here, in the channel, we know that IAB toolkits are continually updated with the latest vulnerabilities in devices, coding languages, and common business applications. Simply applying available patches in an automated, triage-based approach
can help enormously with maturing a customer’s cyber posture. Bigger vendors like Google and Microsoft publish patches more quickly and more often. This means it is important to (a) keep up to date with these patches, and (b) not neglect more niche tools. Because it is those less commonly used products that attackers will target, since they tend to yield more dwell time.
Thus starts a lasting relationship
When speaking with an anxious customer, explain the necessity of being aware of all Internet-facing systems. You could use the example of last year’s remote code execution flaw discovered in file transfer tool MOVEit. MOVEit is the classic example of a nowhere-to-hide security problem. The tool has to be available on the Internet to a range of senders and receivers, who may or may not be part of the same corporate network.
Awareness is our greatest protection, along with our ability to monitor a customer’s external attack surface. We provide infrastructure views for clients’ security teams that are similar to those an IAB compiles before they make their move. It is a huge selling point and rapport-building leap to reassure customers that they will be able to see misconfigurations and critical issues in real time. And not only in real time, but in enough time to do something about it.
And we can end our narrative by urging a continuous and automated process of monitoring that means the customer is protected around the clock, year in, year out. You, the channel partner, can explain that this capability is just one element of your standard security service package and that you stand ready to assist them in real time if an incident occurs.
Winning hearts and minds
Customers are already anxious about the growing sophistication of threat actors. By taking IABs as an example, we connect with our customers by letting them know that we have already been thinking about this problem. But when we explain the step-by-step eradication of their anxiety, we really start to win hearts and minds.
Synology Unveils ActiveProtect Appliances For Scalable, Centralised, And Streamlined Business Data Protection
Synology announced new ActiveProtect appliances, a purpose-built data protection lineup that combines centralised management with a highly scalable architecture for best-in-class ease of use.
“The launch of ActiveProtect reflects Synology’s unceasing commitment to empowering our users with the tools to manage their most valuable asset— data,” said Philip Wong, Chairman and CEO of Synology. “In today’s rapidly evolving digital landscape, businesses face unprecedented challenges in safeguarding their data. With the new ActiveProtect offering, we aim to empower organisations of all sizes to address cybersecurity challenges headon.”
ActiveProtect centralises organisationwide data protection policies, tasks, and appliances to offer a unified management and control plane. Comprehensive coverage for endpoints, servers, hypervisors, storage systems, databases, and Microsoft 365 and Google Workspace services dramatically reduce IT blind spots
and the necessity of operating multiple data protection solutions.
“Organisations are tasked with maintaining overly complex and costly data protection strategies, and we aim to solve all the challenges at once with ActiveProtect,” stated Jia-Yu Liu, Executive Vice President at Synology. “ActiveProtect is the culmination of extensive research, development, and experience working with our customers. We are confident in delivering a solution that will exceed modern businesses’ expectations.”
Easy to deploy and manage
IT teams can quickly deploy ActiveProtect appliances in minutes and create comprehensive data protection plans via global policies using a centralised console. From implementing immutability and air gapping policies to performing recovery procedures, ActiveProtect is designed to be intuitive, significantly reducing operational overhead.
Scalable for any organisation
Each ActiveProtect appliance can
operate in standalone or clustermanaged modes. Storage capacity can be tiered with Synology NAS/SAN storage solutions, C2 Object Storage, and other ActiveProtect appliances in the cluster. Additionally, existing Synology Active Backup for Business deployments are manageable from the unified interface, providing high deployment flexibility.
Fast
and efficient
Purpose-built ActiveProtect appliances leverage incremental backups with source-side, global, and cross-site deduplication to ensure fast backups and replication with minimal bandwidth usage. ActiveProtect is up to 7 times faster at backing up with a typical deduplication ratio of over 2:1, significantly reducing operating costs.
ActiveProtect will be available through Synology distributors and partners later in 2024. For more information about Synology’s data protection appliance series, please visit https://sy.to/ activeprotect
NVIDIA Introduces SFFReady Enthusiast GeForce Cards & Compatible Cases
At Computex 2024, RTX AI PCs are bringing significant breakthroughs in gaming, content creation, and other areas. New AI developments, SFF-Ready recommendations for enthusiast GPUs and cases, and new RTX enhancements for Star Wars Outlaws and Marvel Rivals are among the NVIDIA GeForce announcements that are now available.
Small Form Factor (SFF) PCs pack powerful components into stylish cases that can be displayed on gamers’ desks, carried to LAN parties, tucked away in tight spaces, and slotted into media centres. Once a niche format supported by only a few boutique builders, SFF is now part of many top case manufacturers’ line-ups.
Component compatibility remains a challenge, however, requiring prospective buyers to dive into specification sheets and ask other enthusiasts whether there’s available space and clearance for parts, cables and assembly. GeForce RTX graphics cards come in all shapes and sizes, and though partners’ pages list product dimensions, clearances for power cables and connectors generally aren’t referenced, necessitating guesswork and further research to ensure the graphics card is SFF-suitable.
NVIDIA is working in partnership with graphics card and case manufacturers to make component choice simpler by introducing a new SFF-Ready guideline for
Ring Elevates Video Doorbell Lineup With Battery Video Doorbell Pro
Home security brand, Ring, announces the latest addition to its line of video doorbells – Battery Video Doorbell Pro. Building upon the capabilities of its predecessor, the new, advanced batterypowered doorbell provides greater value and convenience for homeowners.
Home security starts at the front door and Battery Video Doorbell Pro is the newest to Ring’s doorbell lineup with advanced features that build on a promise of peace of mind. Battery Video Doorbell Pro retains what customers know and love about the Battery Doorbell Plus such as Live View, Two-Way Talk, Advanced Motion Detection, Customisable Motion Zones, Privacy Zones and Colour Night Vision, but also introduces radar-powered
3D Motion Detection with Bird’s Eye View and Bird’s Eye Zones, 1536p HD Head-toToe video, Low Light Sight, Color PreRoll, Quick Replies and Noise Cancelling Audio+. Moreover, they can enjoy a more reliable connection with enhanced dualband Wi-Fi.
Radar-powered 3D Motion Detection with Bird’s Eye View and Bird’s Eye Zones allows customers get an aerial perspective to pinpoint and receive alerts only when movement is detected in specific areas, providing precise information for each motion event.
One of the key features of Battery Video Doorbell Pro is its image quality, which goes beyond 1536p HD video. Dynamic Image processing and highefficiency compression ensure that the video delivers lifelike colour and sharpness, whether watching in Live View or reviewing a recording. Low-Light Sight technology, including enhanced imaging sensors, delivers superior clarity and clear colour, even in low-light conditions. Additionally, Color Pre-Roll captures motion four seconds before a motion
GeForce RTX enthusiast graphics cards and cases. This new guideline will instantly tell whether a graphics card fits in a SFF case.
“As enthusiastic supporters of the small form factor community, we are proud to partner with NVIDIA to deliver powerful performance in compact, space-saving designs. NVIDIA’s SFF-Ready Enthusiast GeForce graphics cards and cases allow PC enthusiasts to experience the full potential of SFF technology.” says Kent Chien, Corporate Vice President, General Manager of Multimedia BU, ASUS.
Manufacturer product pages and listings on global retailers will soon be updated with text labeling graphics cards that meet the guideline as “SFF-Ready Enthusiast GeForce Cards”, and cases as being “Compatible with SFF-Ready Enthusiast GeForce Cards”, instantly identifying parts that fit together and allowing gamers to buy and build with confidence.
For further details, size-compatibility diagrams, compatible cases, and a list of all currently compatible graphics cards, take a look at the SFF-Ready article.
event is triggered giving customers a more complete view of what’s happening outside their door.
Battery Video Doorbell Pro seamlessly integrates with other Ring devices, allowing customers to create a wholehome security system. Subscribing to a Ring Protect Plan provides access to features such as cloud storage, Person and Package Alerts, Rich Notifications, and Modes. With a Ring Protect Plan, customers can also save, share and download video recordings of their events for up to 180 days.
Additionally, customers can receive motion alerts on compatible Alexa devices. Alexa can be requested to respond to the visitor and “talk” to the visitor through a compatible Amazon Echo device. For example, by connecting Battery Video Doorbell Pro to an Echo Show device, customers can receive alerts on their Echo Show or simply say “Alexa, show me the front door”, to drop in on Live View and see what is going on in their front garden.
Availability
Ring’s Battery Video Doorbell Pro is available for purchase online on Amazon. ae, and via select retailers across the United Arab Emirates at AED 999.
EUROTECH ME FORTIFIES ITS TEAM AND APPOINTS FOUR SENIOR LEADERS TO SUPPORT ACCELERATED GROWTH IN 2024
EuroTech ME proudly announces the addition of four distinguished leaders to its Dubai office. With a focus on bolstering operations, driving business development, enhancing project management capabilities, and providing a healthy work environment to employees; these strategic appointments signal Michael Andersen (Founder and CEO) and EuroTech ME’s unwavering commitment to achieving greater heights in 2024 and beyond. Meet the Newest Members of the Leadership Team:
• Geri Shanahan, HR & Recruitment Manager, brings a wealth of expertise in human resources management and global recruitment strategies. Her illustrious career includes notable tenures at tech giants such as LinkedIn and PayPal, where she garnered industry awards and recognition for her talent management prowess.
• Frik van der Vyver, Operations Director is armed with over 25 years of leadership experience in driving high-performance teams on complex IT projects worldwide. His diverse skill set and proven track record are poised to elevate the company’s operational efficiency across the region.
• Clinton van Buuren, Business Development Manager, has a sales acumen honed with over 25 years across various industries. His passion for leveraging technology to enhance business efficiencies aligns seamlessly with EuroTech ME’s vision of driving
growth and fostering strategic partnerships.
• Damian Welch, AV Project Manager, brings over two decades of specialised experience in audiovisual solutions, with a focus on driving technological innovation and maintaining high-quality standards. His impressive portfolio includes noteworthy projects such as the FIFA World Cup, Qatar Petroleum, and Citibank, positioning him as a valuable asset in spearheading AV initiatives at EuroTech ME.
As EuroTech ME marks 15 years of successful business and maintains its path of rapid expansion, these strategic appointments emphasize the company’s commitment to providing unmatched technology and AV solutions and exceptional value to its customers. With an experienced team dedicated to excellence, EuroTech ME is poised to surpass the remarkable 100% growth achieved last year.
SAUDI ARABIA DATA CENTRE INNOVATOR EZDITEK APPOINTS STUART MANBY AS CHIEF SALES OFFICER
Ezditek, an innovator in data centre and digital infrastructure services in the Kingdom of Saudi Arabia (KSA), has appointed Stuart Manby as Chief Sales Officer to position Ezditek for long-term growth on the ground across the KSA. Its core values are focused on delivering
innovation and sustainability in KSA’s data centre market. Ezditek is part of Ezdihar Holding Company, a multibillion conglomerate with divisions focused on construction, real estate and digital infrastructure.
Manby will play a leading role in Ezditek’s growth strategy to provide world-class data centre solutions and establish the KSA as an international destination for digital innovation and transformation. He has more than 25 years’ experience in the data centre market with roles at EDGNEX Data Centres by Damac, Global Switch, Ark Data Centres and Digital Realty. His strong technical and commercial background will help him excel as Chief Sales Officer of Ezditek, as it prepares for exciting expansion plans that encompass
Environmental, Social and Governance (ESG) policies, and digital innovation.
“Stuart has a proven history of accelerating business growth and executing strategic goals in the data centre market. He is a strong leader who combines an understanding of global digital infrastructure demands and local market requirements. It is great to have Stuart on board as we help to position the KSA as a global leader in digital innovation and provide a foundation as a global digital hub,” said Ibrahim Almulhim, CEO at Ezditek.
“Ezditek is accelerating its growth as we deliver on our vision for innovation and sustainability in the data centre market.
We’re excited to welcome Stuart to the team and work together to shape the future of KSA’s data centre market.”
Stuart Manby, Ezditek
Ezditek plans to deliver high-capacity infrastructure across nine data centres in Riyadh, Jeddah, and Dammam by 2030. Its carrier-neutral data centre hubs are designed to support the Kingdom’s Saudi Vision 2030 roadmap for economic diversification, global engagement, and enhanced quality of life.
“I’m excited to be joining an organisation with a clear strategy for delivering high-quality data centres
and digital infrastructure that meets local and global demands. Ezditek has a unique vision for the market and empowers its people to innovate and share new ideas. This is an excellent next step in my career with a company that is thinking differently about data centre design, build and operations,” said Stuart Manby, Chief Sales Officer at Ezditek. “Ezditek’s core values of sustainability and innovation directly align with my
own views on the future of our industry. We have an opportunity to push MENA’s data centre market forward and support Saudi Vision 2030.”
Manby has spent two decades defining and executing sales strategies for global data centre organisations that drive longterm growth. He has a strong focus on disrupting the global data centre market and supporting the development of new digital hubs in local markets.
ELIZABETH CHURCHILL JOINS MBZUAI TO STRENGTHEN HUMANCOMPUTER INTERACTION RESEARCH AND TALENT IN THE UAE
Renowned and respected user experience (UX) expert, Professor Elizabeth Churchill, will spearhead Mohamed bin Zayed University of Artificial Intelligence’s (MBZUAI) Human-Computer Interaction Department.
With an illustrious career spanning academia and industry, Professor Churchill brings a wealth of experience and expertise in human-computer interaction (HCI), artificial intelligence (AI), psychology, and cognitive science. She joins MBZUAI as Department Chair of HCI and Professor of HCI and will lead the establishment of the university’s newest department, having added computer science and robotics departments last year.
Her announcement coincides with her most recent prestigious Association for Computer Machinery (ACM) SIGCHI (Special Interest Group on ComputerHuman Interaction) Lifetime Practice Award accepted in Hawaii this month, which follows her 2023 ACM SIGCHI Lifetime Service Award.
“I am honoured and excited to accept the opportunity,” Professor Churchill said. “This initiative represents a pivotal moment in the evolution of AI education and research, where the fusion of human-centred design principles with cutting-edge technology will shape the future of AI innovation. I look forward to collaborating with students, faculty, and industry partners to cultivate a vibrant community of HCI scholars and practitioners dedicated to advancing AI for the benefit of society.”
Professor Churchill most recently served as Senior Director of UX at Google, where she led a team focused on creating developer tooling for Fuchsia, a nextgeneration operating system. Before that, she formed and staffed research teams for Google’s design system, Material Design, and for Flutter, an open-source UI software development kit also created by Google. Before joining Google, she held key positions at leading technology companies including eBay, Yahoo, and PARC (Palo Alto Research Center), where she spearheaded innovative research and design initiatives.
Professor Churchill holds a Ph.D. in Cognitive Science from the University of Cambridge and honorary doctorates from the University of Sussex and the University of Stockholm. She is a member of the ACM CHI Academy, an ACM Fellow, and an ACM Distinguished Speaker.
She has published more than 200 articles in peer-reviewed journals, conferences, and magazines, co-edited five books, and co-authored two books,
demonstrating her commitment to advancing knowledge in the field of HCI. Her current focus is on social, computer, engineering, design, and data sciences to create innovative end-user applications. She has more than 50 patents granted or pending.
At MBZUAI, Professor Churchill will continue groundbreaking research in HCI and AI, while also nurturing the next generation of AI leaders through her dedication to education and mentorship.
“Professor Churchill’s exceptional track record of research and leadership in HCI and AI will further elevate our university’s academic programs and strengthen our commitment to excellence in AI education and research,” MBZUAI’s President and University Professor, Eric Xing, said. “This appointment underscores MBZUAI’s commitment to attracting world-class talent and fostering interdisciplinary collaboration in AI.”
North America dominates the global HCI market and academic graduate programs available at leading institutions including Carnegie Mellon University (CMU), University of Michigan – Ann Arbor, and University of Washington – Seattle. MBZUAI plans to join these select few establishments as it develops similar postgraduate programming – but with a significant research-based component – to further the UAE’s ambitious innovation trajectory and continue to provide a pipeline of cutting-edge talent for local industry and applications markets.
Elizabeth Churchill, MBZUAI
MARKETING MINDS
DUSHALA AGARWAL
Regional Marketing Manager MET, Cloudflare
How can AI-driven marketing strategies ensure consumer trust and transparency in data usage?
Firstly leveraging AI to create personalised yet respectful customer experiences is crucial. By using anonymised data, we can deliver tailored content and recommendations without compromising individual privacy. Transparency is another cornerstone; clearly communicating how data is collected, stored, and used fosters trust. Providing consumers with control over their data, including easy opt-out options is key. Lastly, implementing robust data encryption and security measures that protect consumer information plays a vital role in maintaining consumer confidence. By integrating these practices, we can leverage AI effectively while maintaining the trust and transparency our customers deserve.
What measures should be implemented to address potential ethical concerns surrounding AI applications in marketing and safeguard consumer privacy?
Companies utilising AI in marketing can enhance data security by encrypting sensitive data, implementing strict access controls, and storing data in secure environments. Anonymisation of personally identifiable information (PII) reduces the risk of breaches. Regular security audits and employee training on data security best practices are crucial. Compliance with regulations like GDPR ensures responsible data handling.
In what ways can the ethical use of AI in marketing be communicated to consumers to build and maintain trust in the brand?
Brands should be transparent about how their company uses AI and how the data is processed for marketing purposes. They must offer easy-to-understand privacy policies and allowing consumers to have control over their data demonstrates respect for their preferences. They can also encourage consumers to report any concerns or issues by establishing channels for feedback and inquiries. Additionally, showcasing adherence to ethical standards and legal regulations, and openly addressing any AI-related concerns, reinforces the brand’s commitment to responsible and trustworthy practices.
LENA HALBOURIAN
Senior Regional Head of Marketing Emerging Markets CEE, CIS & META at Commvault
How can AI-driven marketing strategies ensure consumer trust and transparency in data usage?
AI has emerged as a transformative influence that demands our attention, poised to redefine customer interactions and deliver unparalleled customisation. Through applications that range from predictive analytics to interactive chatbots and tailored content generation - AI is fundamentally altering the marketing sector, empowering marketers to grasp and pre-empt customer requirements with unprecedented precision.
What measures should be implemented to address potential ethical concerns surrounding AI applications in marketing and safeguard consumer privacy?
Ethical AI practices in marketing prioritise transparency and accountability, supporting conscientious decision-making. This involves upfront disclosure of AI use, obtaining informed consent for data collection, and implementing robust data security measures. Companies should mitigate bias, promote user control, and educate stakeholders. Establishing ethics committees and transparency reporting enhances accountability and fosters trust.
In what ways can the ethical use of AI in marketing be communicated to consumers to build and maintain trust in the brand?
Transparent policies in AI marketing build consumer trust by ensuring clear communication about data practices. Offering customisable permission options empowers customers while showcasing successful campaigns reinforces openness and security. Partnerships and certifications validate adherence to industry standards. Engaging with customers and incorporating feedback demonstrates a commitment to ethical AI.
PRIYANKA JASWANI
Portfolio
Marketing Manager, Gulf Business
Machines
How can AI-driven marketing strategies ensure consumer trust and transparency in data usage?
AI in marketing can help companies leverage the benefits of automation to streamline operations, saving time and resources while providing powerful insight into consumer preferences and trends. These insights can help personalise and customise digital marketing as well as boost customer engagement and satisfaction with multi-channel marketing activations. In addition to optimising the marketing spend to maximise reach, AIdriven marketing strategies can be a very strong tool to leverage for Account-based marketing ensuring your reach to your targeted audience improving CTRs and keeping PPCs low.
However, to promote trust and transparency, data practices must be kept transparent and simple; data collection and retention policies must be explained clearly.
What measures should be implemented to address potential ethical concerns surrounding AI applications in marketing and safeguard consumer privacy?
To tackle ethical concerns surrounding AI in marketing, organisations must prioritise transparency, consent, and data protection. Transparent data practices, explicit consent, and data minimisation are crucial. Protecting personal information through encryption and anonymisation, along with regular audits of AI algorithms, ensures fairness and privacy. Robust data governance and accountability frameworks should be established and updated regularly. Empowering consumers with data control tools enhances trust. Educating consumers about AI benefits and compliance with data protection regulations is essential.
In what ways, can the ethical use of AI in marketing be communicated to consumers to build and maintain trust in the brand?
To foster consumer trust in AI-driven marketing, brands can employ various strategies. Interactive tools offer transparency by allowing users to see data usage, while third-party audits provide independent verification of ethical standards. Clear opt-in/opt-out mechanisms respect consumer autonomy, and regular updates ensure relevance and consent. By integrating these approaches, brands can communicate their dedication to ethical AI use, enhancing trust and loyalty.
VASU SHARMA
MEA Lead Marketing, FVC
How can AI-driven marketing strategies ensure consumer trust and transparency in data usage?
Firstly, AI algorithms can analyse vast amounts of data to ensure that marketing messages are relevant and personalised without compromising consumer privacy. Moreover, AI can enhance transparency by providing insights into how consumer data is collected, processed, and utilised. Additionally, AI-powered tools such as chatbots and virtual assistants can offer consumers immediate access to information about how their data is being used and give them control over their preferences. This level of transparency not only fosters trust but also empowers consumers to make informed decisions about their interactions with brands.
What measures should be implemented to address potential ethical concerns surrounding AI applications in marketing and safeguard consumer privacy?
Transparency and accountability are paramount, with companies needing to provide clear explanations of how AI is utilised in marketing campaigns, including details on data sources and algorithms. Adopting a data minimisation strategy ensures that only necessary consumer data is collected, reducing the risk of privacy breaches. Anonymisation and encryption techniques should be employed to protect individual identities and sensitive information. Robust consent management processes should be in place, allowing consumers to make informed choices about their data usage.
In what ways can the ethical use of AI in marketing be communicated to consumers to build and maintain trust in the brand?
Transparent communication of ethical AI use in marketing builds trust with consumers. Brands should use accessible language to explain data collection and processing while showcasing real-world examples of AI-driven success stories. Open communication channels allow consumers to voice concerns, fostering dialogue and demonstrating brand commitment to ethical practices. Certifications and audits further validate ethical AI use, providing tangible reassurance to consumers.
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