Channel Insights June 2023

INSIDE

UNLOCKING SUCCESS

EMPOWERING PARTNERS

INGREDIENTS FOR SUCCESS IN ERP CHANNEL SALES

POWER OF CONNECTIVITY

HOW D-LINK CATERS TO REAL BUSINESS NEEDS WITH IMPACTFUL SOLUTIONS

FUELLING THE FUTURE

Economic instability will persist for the foreseeable future, and its implications on organizations will vary. However, the IT industry is highly resilient and has demonstrated the ability to bounce back from economic downturns in the past. Companies that effectively adapt to changing market conditions, manage risks, and prioritize long-term sustainability are more likely to withstand economic instability and thrive in the industry.

As a readiness strategy, the channel industry is undergoing a re-evaluation process. To thrive in these challenging times, partner specialization has emerged as a crucial factor for standing out. Specializations enable partners to differentiate their business in the market, build expertise in highpriority product and solutions areas, and showcase their technical proficiency. In this edition, we share channel leaders’ insights to comprehend partner specialization’s significance.

The industry is renowned for its relentless pursuit of innovation, with companies continuously striving to create new products, solutions, and services in emerging areas such as 5G, IoT, AI, Wi-Fi 6, cybersecurity, and networking. In this edition, we feature a cover story on D-Link, an organization that exemplifies this spirit of innovation. D-Link consistently pushes boundaries by staying connected with its customers, actively seeking their feedback, and leveraging their insights to drive the development of cutting-edge technologies. By closely collaborating with customers, D-Link ensures that its offerings are tailored to address real business requirements and deliver impactful solutions.

On a different note, cybersecurity challenges continue to escalate. The prevalence of cyberattacks and data breaches poses significant risks to technology companies, impacting their financial standing, reputation, and even consumer confidence. Such security incidents can trigger heightened scrutiny, stricter regulations, and potential financial setbacks. In this edition, we have conducted exclusive interviews with senior executives from Veeam Software, Cloud Box Technologies, and Real Secure IT. They share their valuable insights into the strategies and plans they have implemented to safeguard enterprises and emphasize the criticality of cybersecurity within the channel ecosystem.

We also have interviews from senior executives of Trellix, Mindware, and Omnix International, sharing their strategies for enhancing growth by empowering their channel partners and customers to succeed in the digital age.

Additionally, we have articles on how ERP providers can get noticed to become the go-to channel champion and five technologies to transform distribution in the Middle East.

Enjoy reading!

While the publisher has made all efforts to ensure the accuracy of information in this magazine, they will not be held responsible for any errors

Ruchika Sharma contributing editor, Channel Insights Middle East

MEA Channel Prepares For Next Stage Of Digital Transformation

In a CONTEXT survey of MEA resellers, commissioned by Redington to coincide with the Redington Reimagine Channel Forum, the IT Channel is clearly demonstrating its readiness for the next stage of digital transformation.

In performing this research, CONTEXT was looking for evidence of three elements which will enable resellers to respond positively to the opportunities being presented at the Forum: – state of readiness measured in positive outlook, prior investment and a focus on the future

– development of local skills and talents measured in the level of investment in training and development of proprietary intellectual property

– strategic mindset measured in breadth of focus on long as well as short-term issues.

Readiness – key indicators place MEA resellers in a similar place to their European counterparts –80% of resellers have already sold cloud services, 65% for more than two years. 47% of those who have been selling for more than three years, are able to deploy more than 10 cloud services.

Nevertheless only 13% of the resellers who have been selling cloud for less than three years offer more than 10 cloud services – it is vital to increase the number of cloud solutions offered in order to provide multi-vendor complex cloud solutions. Development of local skills and talents – MEA resellers are investing in training and

vendor certification, with the benchmark being more than 2% of turnover (20% of respondents), while there is an equal distribution of lower levels of investment.

• 17% of respondents spend 0.25% of turnover, with 16% at 0.5%

• The highest band is 1% with 25% of respondents

• 13% spend 2%

The 10% of resellers spending 0% of their turnover, and 33% spending less than 1% will find it hard to meet the requirements of vendors to support the next wave of digital transformation. The challenge to these resellers is to reassess their investment priorities and work with vendors and distribution partners on increasing the level of training.

Barracuda Networks Signs Ingram Micro To Grow Channel And Enhance Partner Enablement

Barracuda has announced a distribution agreement with Ingram Micro for the Gulf region. The relationship enables Ingram Micro to offer Barracuda’s complete portfolio of email, application and cloud, network, and data protection solutions to resellers through its widespread channel network across the UAE, Kuwait, Qatar, Oman, Bahrain, Yemen, and Pakistan.

Giovanni Goduti, VP, EMEA Sales, Barracuda said, “The channel remains at the epicentre of our success and ongoing expansion across the Middle East. Acting as an extension of the local team,

Ingram Micro will serve to expand our on-ground presence across the region. Their expertise aligns with commitment to our valued partners by strengthening our enablement capabilities. Together, we will empower our partners to identify opportunities in the market – particularly in the education and midmarket segments – and confidently bid for deals.”

As a distributor, Ingram Micro will focus on providing channel organisations with support in onboarding, product training and certification, as well as with developing the POCs, demos and presentations needed to advance opportunities with end customers.

In its efforts to accelerate its partners’ ability to go-to-market with comprehensive solutions built on best-of-breed technologies, Ingram Micro will collaborate with Barracuda to provide solution bundles that address some of the most pressing needs of regional businesses. Among

these are the combination of Microsoft 365 with Barracuda Cloud-to-Cloud Backup to deliver search and restore for Office 365 data including Teams, Exchange Online, SharePoint, and OneDrive; enhanced Microsoft 365 email security with Barracuda Email Protection; and secure, zerotrust based access to Microsoft Azure with Barracuda’s CloudGen Firewall.

Dr. Ali Baghdadi, SVP & Chief Country Executive – MEA, Ingram Micro said, “We are excited to expand our relationship with Barracuda in the Gulf Region. With cloud computing being an essential direction for businesses of all sizes, data and transaction security will remain a concern. Barracuda is a vital addition to our solution base to protect customers’ email, networks, applications, and data against threats, whether those are in the cloud, in the data centre, or in the inbox.”

MEA Channel Prepares For Next Stage Of Digital Transformation

Strategic mindset – 64% of resellers are being asked sometimes or often to provide sustainable options to end customers. 71% of resellers consider that carbon tracking will become essential within 3 years. CONTEXT prediction for the Middle East Channel is that B2B and B2C customers will be the drivers of green standards adoption, and IT Company employees will push for compliance. Vendors will drive new processes for circularity and recycling of products. Leading edge resellers will capture this important wave of transformation.

“The response of MEA resellers compares favourably with similar surveys we have conducted in Europe, and indicate a high degree of readiness for the next wave of digital transformation. It was particularly notable how prepared MEA resellers are to invest in AI (53%), second only to cybersecurity (56%) – an indication of the rapid response to changes in the IT landscape,” commented Adam Simon, Global Managing Director of CONTEXT. Simon will present the results of the survey in a session at Redington Reimagine hosted by Viswanathan Pallasena, CEO of Redington Middle East & Africa.

230 resellers responded to the research conducted in June 2023 – (1-9 employees 10%, 10-99 employees 43%, 100-249 employees 19%, >250 employees 28%). 75% were from UAE and the remaining responses came from 13 different ME countries.

Trellix Expands AWS Integrations To Provide Greater Data Security To Cloud Infrastructure Customers

Trellix has announced expanded support for Amazon Security Lake from Amazon Web Services (AWS), a service automatically centralising security data from the cloud, on-premises, and custom sources into a purpose-built data lake. This offering is designed to enable simpler and faster delivery of Trellix XDR solutions along with increased protection of workloads, applications, and data for AWS customers.

Trellix’s expanded support for Amazon Security Lake allows AWS customers to integrate their security data lake into the Trellix XDR security operations platform while using the Open Cybersecurity Schema Framework (OCSF) open standard. Amazon Security Lake is a service that automatically centralises an organisation’s security data from across their AWS environments,

Continued on page 8

Mindware Announces Partnership With

Google Cloud In MENA Region

Mindware has announced the signing of a distribution agreement with Google Cloud to develop the channel and grow the business across the Middle East & North Africa (MENA) region. The agreement will see Mindware promote the Google Cloud portfolio and Workspace across the countries of United Arab Emirates, Qatar, Kuwait, Oman, Bahrain, Yemen, Morocco, Algeria, Tunisia, Libya, Egypt, Jordan, Lebanon, Palestine and Iraq. With the support of Google Cloud, the distributor will extend its portfolio with specialised solutions around Data & Analytics, API Management, industry-leading Artificial Intelligence (AI) and Machine Learning (ML) services for improved business outcomes, application development and delivery acceleration.

Mindware will deploy a strategy and methodology of addressing Google Cloud’s requirements to expand its business in the regional markets. The company will deliver increased sales of Google Cloud solutions through a new ecosystem including Managed Service Providers (MSPs), Independent Software Vendors (ISVs), and leveraging the Mindware Cloud Marketplace and professional and support services.

With the Google Cloud portfolio, Mindware partners will be able to offer their customers the flexibility to migrate, build, and optimise applications across hybrid and multi-cloud environments, while minimising vendor lockin, leveraging best-in-breed solutions, and meeting regulatory requirements. The collaboration will allow Mindware to strengthen its reach in the market, based on vertical solutions especially in the education sector, and the access to the open-source ecosystem.

Philippe Jarre, Mindware Group President comments: “We strongly believe that the Google Cloud-Mindware partnership offers a unique opportunity for both organisations to succeed and grow in the market, particularly in the domains of data and AI. Mindware has a diverse range of solutions, allowing for cross-selling and upselling. With extensive market coverage and strong financials, we can adapt to market changes. Our ultimate goal is to become the preferred Cloud distributor in the Middle East and Africa, delivering aggregated Cloud solutions from various vendors, with a specific emphasis on data and AI capabilities. Collaborating with Google Cloud will add value to both companies, as we are going to leverage our capabilities to develop an expansive Google Cloud channel ecosystem and access hundreds of clients from different industries and market segments.”

Google Cloud recently made an exciting announcement of a new Google Cloud region in Doha, Qatar. The new Doha region is now part of the company’s global network of 37 regions and 112 zones that bring Google Cloud services to over 200 countries and territories worldwide. Google Cloud also announced plans to bring a new Google Cloud region to Dammam in Saudi Arabia, as well as Kuwait.

“The MENA market offers great potential. Mindware will support Google Cloud in aggregating cloud solutions through a reseller ecosystem at scale, providing more organisations with greater access to the Cloud experts and technologies they need to drive positive business outcomes in the Cloud,” concluded Abdulrahman Al Thehaiban, Managing Director for META, Google Cloud.

D-Link Introduces Its First Eco-Friendly Product Made With Post-Consumer Recycled Plastics

D-Link Corporation, a company committed to environmental sustainability, announced today the release of its first product made with post-consumer recycled (PCR) plastics. The AQUILA PRO AI M30 AX3000 dual-band Mesh Wi-Fi 6 system is the first of its kind and is also Taiwan’s first networking device to receive the European Telecommunications Standards Institute’s (ETSI) EN 303 645 certification for consumer Internet of Things (IoT) security.

CJ Chang, CEO of D-Link Corporation, states, “D-Link has been dedicated to environmental protection through its “D-Link Green” project since 2007. This project focuses on the 3Rs (Recycle, Reuse, Reduce) and incorporates measures such as restricted or limited substance management, energy-efficient product development, easy disassembly for recycling and reuse, and reduced packaging to minimise the negative

environmental impact of products at every stage of their lifecycle. We later launched the “D-Link Green Pack” project in 2022, aiming to achieve environmental sustainability through eco-friendly materials, plastic-free packaging, and optimal material volume. Overcoming technical challenges, we successfully released our first product with a casing made from post-consumer recycled plastics, marking a crucial step towards environmental sustainability.”

D-Link’ M30 AX3000 dual-band Mesh Wi-Fi 6 system not only represents the next generation of green products but also enhances cybersecurity

Trellix Expands AWS Integrations To Provide Greater Data Security To Cloud Infrastructure Customers

leading SaaS providers, on-premises, and cloud sources, into a purposebuilt data lake so customers can act on security data faster and simplify security data management across hybrid and multicloud environments. In addition, the OCSF schema enables Trellix customers to combine hundreds of data sources with Amazon Security Lake data. As a result, AWS and Trellix customers can seamlessly apply Trellix machine learning (ML), threat intelligence, and predictive analytics to gain important insights that allow for deeper detection and faster threat mitigation.

“The amount of data available to any enterprise today is staggering,” said Britt Norwood, Senior Vice President, Global Channels & Commercial at Trellix. “Without a way to centralise the management and storage of that data, it’s difficult for customers to glean the insights needed to keep data safe. Our

integration with Amazon Security Lake provides customers with more centralised visibility and quick resolution of their security issues.”

“With security at the forefront, we are relentlessly focused on innovating to deliver new ways to help customers secure their entire enterprise,” said Rod Wallace, General Manager for Amazon Security Lake at AWS. “Customers who leverage Amazon Security Lake and Trellix can collect a wide spectrum of security logs and findings from AWS, Trellix, and thirdparty sources in Amazon Security Lake and send them to Trellix for advanced analytics and incident response.”

• Trellix for Amazon Security Lake: Through newly combined capabilities,

by complying with internationally recognised IoT security standards such as ETSI EN 303 645, establishing a solid foundation for smart living while aligning with global standards.

M30 combines the concepts of environmental sustainability, international cybersecurity standards, high-speed connectivity, and quality. With its sleek design and hidden antennas, it significantly enhances 5G signal penetration and provides up to 160 MHz bandwidth for faster transmission speeds. Moreover, it can accommodate up to 128 connected devices, providing users with highly intelligent and flexible network connectivity.

For more information about M30, please visit www.dlink.com/en/ products/m30-ax3000-mesh-router

For more information about AQUILA PRO AI, please visit www.dlink. com/en/consumer/products/homenetworking/whole-home-wifi-systems/ aquila-pro-ai

customers can share security events across Trellix XDR and their Amazon Security Lake, getting complete detection and response capabilities for their AWS environments. By consolidating their security alerts into Amazon Security Lake using OCSF, security teams can spend time protecting environments instead of performing the undifferentiated heavy lifting of managing their security data.

• Trellix and OCSF: Trellix is proud to be a contributing member of the open source OCSF community that has built a framework promoting interoperability and data normalisation between security products. Joining OCSF supports collaboration with other industry organisations, further benefiting customers and the broader cybersecurity community.

To learn more, visit Trellix in AWS Marketplace or contact aws@trellix.com for a live demo.

Reducing Hybrid Cloud Expenses With Cloudera Observability

Cloudera recently announced that Cloudera Observability, delivering new capabilities to the open data lakehouse implemented with Cloudera Data Platform (CDP) providing actionable insights for data, applications, and infrastructure components to optimise costs, automatically resolve issues, and improve performance. Financial governance and FinOps enable cost management to avoid budget overruns and allow capacity projections for planning purposes.

“When managing workloads that operate in the cloud space, getting an international perspective of infrastructure and service costs is among the most significant challenges for businesses today,” said Ahmad Shakora, Regional Vice President, Emerging Markets at Cloudera. “With our new solution, businesses get unprecedented visibility into workload and resource utilisation to control and manage budget overruns and improve performance.”

Hybrid and multi-cloud environments are the new de facto standard. According to a new Cloudera study, more than three-fourths (76%) of organisations in the Middle East currently store data in a hybrid environment, meaning they utilise both on-premises/private cloud and the public cloud. Additionally, seven out of ten respondents (72%) of organisations currently have a multi-cloud model and are working with two or more hyperscalers. With data scattered across on-premises systems and multiple public clouds, organisations need help in effectively tracking and managing cloud consumption, ensuring platform stability, and troubleshooting issues across diverse infrastructures. However, there is a solution!

Leveraging expertise from cloud service providers in hybrid data solutions, powerful tools equip customers with the means to monitor, comprehend, and optimise their deployments. Offering customisable automatic actions and pre-built alerts empowers users to proactively prevent

issues, raise alarms, and optimise their workloads. With the new solution, businesses gain the edge they need to conquer the challenges of today’s complex cloud environments.

“Many companies struggle with their cloud costs and unlocking continuous value from cloud investments,” said Nitish Mittal, Partner at Everest Group. “Cloudera’s approach towards metadata gives CDP users a way to manage their cloud costs, including identifying rogue users, coordinating workloads for optimal cost and flagging potential resource overruns. This increasingly will become crucial for enterprises looking to manage their data on cloud estates effectively.”

In a recent incident, an unidentified user inundated a business’s system with countless unnecessary queries, causing significant performance issues for critical workloads. However, with Cloudera Observability, the company could capture insights into the environment, enabling the support team to identify the culprit and provide a resolution swiftly. The support process

was streamlined by delivering instant insights, resolving issues faster and reducing operational overhead.

This powerful solution optimises popular data engines like Hive, Impala, and Spark, catering specifically to data engineering workloads. It even offers premium features like custom autoactions, deeper insights, and automated troubleshooting. It seamlessly integrates with Apache Iceberg, a vital component of Cloudera’s open data lakehouse, enabling reliable and concurrent processing of large analytic tables.

Cloudera’s open data lakehouse empowers organisations to perform quick analytics on structured and unstructured data at a massive scale, eliminating data silos and enabling collaboration among data teams across public and private clouds. With the solution, users can expect a more costeffective outcome and an enhanced enterprise experience, particularly as companies embrace advanced data management for AI initiatives in hybrid and multi-cloud environments.

Pure Storage Announces Next-Generation FlashArray//X And FlashArray//C R4 Models

second latency is not required, making it the perfect platform for operational databases, workload consolidation, BCDR, and file workloads, including VMware, PACs, and file stores.

Pure Storage has announced the release of the next-generation FlashArray//X and FlashArray//C R4 models. The new FlashArray models deliver global enterprises with the data agility, performance, security, and cost savings needed to seamlessly and economically scale business operations with the most efficient storage product line in the industry.

“Pure Storage pioneered all-flash storage, and the 4th generation of FlashArray//X and FlashArray//C extends our multi-year leadership advantage. We’re driving the revolution of an all-flash data center at the cost of disk — which unlocks the incredible density, OPEX, and power efficiency savings needed for next-generation data centers,” said Shawn Hansen, VP and GM, FlashArray, Pure Storage.

Industry Significance

The combination of data growth, changes in application types, new technologies, and the need to move faster drive a critical need for agility, yet organisations continue to face pressure to get more done with less energy, less time, and reduced costs.

However, today’s fragmented and siloed storage solutions, coupled with stagnant IT budgets and countless manual, inflexible operations, continue to result in increased OPEX costs, while the rapid growth of data causes existing storage platforms to reach capacity and management limits too quickly.

The next-generation FlashArray//X and FlashArray//C support the industry’s agile storage needs by

pioneering the industry’s leading allflash platform that uniquely integrates hardware with a unified Purity operating environment across all products.

Highlights

With a massive leap forward in performance and scale, FlashArray continues to lead the storage industry, powering the most demanding applications and business-critical workloads while reducing their overall management costs by up to 74% over legacy storage. Pure Storage Evergreen// Forever subscribers can take advantage of the massive performance and efficiency gains at no additional cost and completely non-disruptively.

The latest FlashArray//X and FlashArray//C R4 models deliver significant advancements over prior generations. Customers get:

• Up to 40% Performance Boost: The latest R4 models drive up to a 40% performance boost, over 80% increased memory speeds to support greater workload consolidation, and a 30% inline compression boost to stretch storage capacity further. Built on PCIe Gen4 technology and using the latest Intel Xeon chipset and DDR5 DRAM, FlashArray//X and FlashArray//C R4 give customers more power to support more workloads with up to 74% TCO savings.

• More Choices for Business-Critical Workloads: By expanding its FlashArray//C line with FlashArray// C90, Pure Storage enables more customer choices for business-critical workloads and data where sub 2m

• Industry’s Largest Flash Drives: FlashArray//C will include the upcoming release of 75TB QLC DirectFlash Modules (DFMs) with built-in non-volatile RAM, while FlashArray//X will include 36TB TLC DFMs. These DFMs deliver 1.5PB per 3RU, a 106% improvement in density per rack unit. DFMs, first introduced with FlashArray//XL, reduce rack space requirements and enable even more scale with capacity and improved NVRAM throughput. DirectFlash provides 20x greater reliability and drives over 4x more energy efficiency compared to competing all-flash arrays.

• Continuous Innovation, Without Extra Cost or Disruption: Pure Storage customers can take advantage of the R4 upgrades at no cost via a completely non-disruptive, nodowntime upgrade through Pure Storage’s patented Evergreen architecture and subscription offering. Evergreen//Flex uniquely adds that hardware components and controllers can be reused across the family. Pure Storage pioneered the notion of nondisruptive upgrades via a subscription to continuous innovation and has since upgraded more than 30,000 active storage arrays.

• Improved Data Protection: FlashArray Auto-on SafeMode has been extended to new volumes on existing arrays, including a new default snapshot schedule and snapshot protection for up to 30 days. This gives customers ultimate protection for all data, with no additional effort, while still providing granular controls as needed.

“FlashArray has long supported us in improving the performance and availability for our enterprise clients’ most critical workloads. These powerful new advancements in efficiency, performance and security will allow Involta to unlock even more value and scalability while driving ongoing TCO savings with unified, efficient management,” commented Josh Holst, Vice President of Cloud Services, Involta.

FVC is a value added distributor (VAD) that provides tangible solutions across essential areas of enterprise computing: unified communications, unified collaboration, audio-visual, infrastructure and information security

EMPOWERING PARTNERS

Trellix has made substantial investments in partner development programs to enhance user experience, educate sellers on the Trellix platform, and create more sales opportunities. Luca Brandi, EMEA Channel Sales Director at Trellix, shares insights on their latest Global Channel Partner Program - Xtend.

Partner, and Collaborate Partner, with partners being classified under these three pillars. Growth Partners have a regional presence and are boutique resellers specializing in cybersecurity expertise, primarily focusing on the mid-market. They comprise the largest percentage of our partner ecosystem and are vital for the development of the partner program.

Momentum Partners are nationally focused and have a large vendor scale. Their primary focus is on enterprise business, handling big and consistent transactions and RFP tenders. While Trellix may not be their main vendor, we play a significant role in the realization of major projects.

Collaborate Partners are characterized by their intimate relationship with us and are invited to become partners. We leverage their expertise and service delivery capabilities to develop specific regional activities. As Trellix is solely focused on channel operations and does not have managed security services in our portfolio, we rely heavily on our partners to provide professional services alongside our solutions.

Can you provide an overview of the requirements and criteria for becoming a channel partner with Trellix?

Earlier this year, we launched the Channel Partner Programme to increase partners’ profitability, engagement, and growth through widespread adoption of the Trellix XDR platform. The program is divided

into three pillars, allowing us to establish specific requirements based on partner capabilities and skills. We have moved away from the traditional Silver, Gold, and Platinum models, which focused more on revenue, and developed this new model that places a high emphasis on partners’ go-tomarket strategies and knowledge base. These new pillars are categorized as Growth Partner, Momentum

The qualifying criteria are based on skills enablement, professional services, and revenue, depending on the partner category. We are open to forging new partnerships and relationships in every country in EMEA based on the willingness of partners to work with us.

How does Trellix support and enable its channel partners to succeed?

It is crucial for us as a vendor to be relevant to our partners in order to be relevant ourselves. To achieve this, we have made significant investments

in partner development programs. These programs aim to improve the user experience, educate sellers on the Trellix platform, and create more sales opportunities. We have included various resources in our program to support our partners.

Firstly, we focus on profitability. Our registration program offers upfront margins for all transactions and consistent discounts. Additionally, we provide backend rebates for Momentum and Collaborate partners.

We also provide demand generation and marketing support. It is essential to build a pipeline, support our partners with lead generation engines, and offer MDF (Marketing Development Funds) and marketing support for activities like collaborative visits, webinars, workshops, and roundtables.

We aim to provide local support from a market perspective. Furthermore, we have Trellix University, our brand-new enablement platform. It is designed based on feedback received last year and focuses on pre-sales technical capabilities and post-sales professional services capabilities. We also offer sales enablement to help channel partners understand the Trellix portfolio and effectively

position us. We have several other enablement initiatives in the pipeline.

To ensure a seamless experience, we have developed Hive, our new Partner Portal. It is designed to make partners’ lives easier, allowing them to find the information they need with just a click. The portal provides access to all relevant information, starting from the time of registration.

We also have dedicated technical and sales resources at the local and centralized levels. These teams are ready to support partners with any sales, marketing, or processrelated needs, as well as answer any questions they may have, ensuring a smooth sales cycle.

This team has access to a unique source of information called Partner Care, which enables partners to simplify the customer’s journey. These areas have been developed based on the evolution of our partner program and the feedback we have received from partners since last year.

How does the Trellix channel partner program incentivize and reward partners for their performance and contribution?

The program primarily incentivizes partners through an upfront margin on registration. We consistently encourage our partners to register for every opportunity they find with Trellix, as it is the best way to protect their business, provide upfront margin, and receive comprehensive support. Additionally, we offer rebates based on the achievement of new business, which provides incremental profitability. Another important aspect is the Marketing Budget, which incentivizes partners to collaborate with us to enhance visibility.

Since we do not provide managed services, when we meet customers together, our partners have the opportunity to position their own services alongside our solutions. This unique approach strengthens our partnership and allows us to

focus on the managed security services provided by our partners. What level of access and support do channel partners receive in terms of technical assistance and customer support?

The Partner Portal grants the same level of access to all three categories of partners. All our partners have access to the necessary tools and resources. The only difference lies in the profitability programs, where only Collaborate Partners and Momentum Partners have access to the Rebate Plan. On the other hand, Growth Partners have access to all other resources to enhance their profitability.

Please elaborate on the significance of this partner program in the channel.

We named our latest partner program Xtend because it represents the extension of Trellix within the market. Channel partners serve as the extension of Trellix, enabling us to reach a wider audience. In the Middle East, our partners have a significant advantage with our offerings that cater to customer needs in on-premise, hybrid, and cloud environments. Trellix is among the few vendors that can provide such comprehensive solutions. We have a strong presence in various customer segments, including the public sector, oil and gas industry, large enterprises, and the midmarket, thanks to the merger of our two companies. In the Middle East, we have a dedicated team of over 50 professionals specializing in sales, pre-sales, channel support, and marketing. We maintain major offices in Dubai and Saudi Arabia, and have a local presence in Egypt, Jordan, and Kuwait. Our advanced research team, acting as a consultancy arm, provides partners with valuable insights into the current state of the cybersecurity market. This advantage helps our channel, as part of the Xtend program, succeed in the Middle East market.

Our partner-led approach is focused on anticipating the needs of our channel ecosystem, and we’re committed to providing EMEA channel partners with the right elements to drive growth and build their own customised services.”

UNLOCKING SUCCESS

In the current era of economic instability, the channel Industry is undergoing a re-evaluation process. To thrive in these challenging times, partner specialisation has emerged as a crucial factor for standing out. Specialisations enable partners to differentiate their business to the market, build expertise in high-priority product and solutions areas, and showcase their technical proficiency. Gain valuable insights from channel leaders to fully comprehend the significance of partner specialisation.

people more confidence. They become better able to articulate the merits of solutions and explain how they benefit customers and solve critical challenges. This goes beyond the technical and onto the fiscal, logistical, operational, and experiential benefits.

Geoff Greenlaw VP Channel, EMEA & LatAm, Pure Storage

What is the significance of partner specialisation for the channel industry?

Customers face an extensive range of challenges: technology sprawl, increasingly complex technology stacks; pressure to do more with less amid economic uncertainty; and increasing awareness and expectation to follow sustainable business practices.

As such, they look to both vendors and partners to provide deep knowledge of solutions. Moving beyond generalisation to specialisation means partners have deep expertise which will enable them to help customers solve their most pressing issues. Further, specialising will ensure lasting, meaningful relationships with customers – something that will generate mutual value over time.

Why should channel partners invest in training and skill development?

The partner-vendor relationship is a two way and should be mutually beneficial to all involved. Pure Storage invests in partners who invest in the channel programme and want to have a deep relationship with them. Training gives

As partners sell to different parts of a business – for example moving beyond storage specialists to procurement, financial, or sustainability teams, the focus needs to be adapted to what helps solve those departments’ business challenges. Going on this kind of journey together drives loyalty.

All of this knowledge transfer and collaboration between channel partner and customer helps build a lasting relationship. Both the vendor and the channel partner benefit from skills development because it impacts the entire value chain.

Are you having to re-evaluate your channel ecosystem and engagement model given the challenging economic conditions?

The current economic fluctuations are not a reason to put the brakes on channel initiatives. On the contrary, the channel has a huge role to play in helping customers find ways to survive and thrive.

Pure Storage has built tools, campaigns and initiatives to help both partners and customers as an ongoing process and part of developing long term relationships. This includes focusing on making it easy to do business from wherever organisations are in the channel ecosystem: MSP, distributor, channel or alliance partner. There is a dedicated effort to ensure every possible route to market is capitalised on and partners are

supported in a way that allows them to delight customers.

Another element to the Pure Storage ethos is that deals are never taken direct, away from partners. Pure Storage is a 100% channel organisation and that remains the focus. Working together positions both parties better for success.

What plans and strategies are you putting in place to help your channel partners weather these difficult times?

At Pure Storage, our channel programme is focused on developing true partnerships: looking at new ways to support partner’s growth and help them expand is a key focus. Two areas Pure Storage is focused on are sustainable offerings and storage as-a-service. Sustainable technology is increasingly a focus for customers and partners. Organisations are more aware of the need to reduce energy use and find technology vendors who can support this. Many organisation’s selection criteria now includes how sustainable both a company and its solutions are. Enabling partners to have conversations about significant energy reduction – up to 80%, is a strong competitive differentiation.

Secondly, as-a-Service offerings such as Pure Storage’s Evergreen programme provide a great opportunity for partners to add value by not only offering service level guarantees, but also helping to reduce a customer’s CapEx costs. Additionally, the ongoing support offered means customers don’t have to rip and replace technology investments every 3-5 years and can scale up and down as needed. These elements provide partners with additional touch points and opportunities.

As a channel partner, what better value proposition during the current economic uncertainty, than to rid a customer of the risk, expense, and waste that keeps IT budgets focused on running infrastructure, instead of innovating and competing?

channel partners weather these difficult times?

Our “trifecta” go-to-market approach, where we co-create, co-market and co-sell with multiple partners, shares the cost while driving higher returns. We include technology alliance partners in the trifecta to extend the identity security solution beyond what customers can do with BeyondTrust products on their own. We include resellers, solutions providers, hyperscalers and marketplaces to meet the customer where they want to purchase. And we include system integrators to ensure the integrated solutions provide faster time to value and meet our customers’ desired business outcomes.

specialisation in specific technologies. End customers seek specialised partners who can provide best-of-breed and cutting-edge solutions. Developing these specialisations has become imperative for every partner in the industry.

Rob Spee Senior Vice President, Global Channel and Alliances at BeyondTrust

What is the significance of partner specialisation for Channel Industry?

Vendors have been promoting partner specialisation long before the rise of the partner ecosystem. Having partners with specialised knowledge and experience in a particular industry segment and/ or technology is advantageous for both the partner and the vendor. It brings higher growth and higher margins for the partner. And the vendor can provide a better customer experience through the partner(s) with the relevant specialisations. We will be adding specialisations to our PartnerTrust program for these very reasons.

Why should channel partners invest in training and skill development?

Sales and delivery partners alike need to invest in training and skill development to stay relevant. In cybersecurity, customers and vendors expect partners to understand the threat landscape, the technologies involved in meeting those threats, and how they will drive the needed business outcomes. Partners who possess these skills will stand above the rest, particularly in this time when most vendors are pursuing a partner strategy of quality over quantity.

What plans and strategies are you putting in place to help your

How do you see the channel ecosystem evolving in the next 1218 months?

I expect to see evolution of the channel ecosystem towards a more collaborative, orchestrated model to continue, and perhaps even accelerate due to economic conditions. Vendors and partners who try to go it alone will struggle. Today a well-orchestrated partner ecosystem driving innovation is a competitive advantage. In another year or two it will be a requirement for business growth and survival.

In response to this increasing demand, channel partners are proactively addressing the need by recruiting and retaining competent employees. They are making significant investments in education and training programs to enhance their expertise and acquire various certifications in the relevant technologies. Partners are embracing an end-to-end approach in offering solutions, by identifying customer needs, defining requirements, and designing tailored solutions. They also conduct Proof of Concepts (PoCs). Finally, they present comprehensive proposals that address the unique needs of each customer.

What are the various strategies and initiatives being introduced to accelerate growth?

As a VAD, Mindware has the capability to collaborate with Partner Management teams and provide valuable insights regarding market trends and needs. In such cases, Mindware’s role extends beyond that of a traditional distributor and takes on an advisory role.

Toni Azzi General Manager, Qatar, Levant and Africa at Mindware

What is the significance of partner specialisation for channel industry?

In today’s era of digital transformation, the demand for technology is continuously rising, accompanied by a diverse array of technological solutions. As a result, channel partners are now expected to enhance their focus and

Once the channel partner has decided to specialise in a particular technology after considering market demand and its customers’ needs, Mindware in collaboration with its vendors play a pivotal role in supporting the partner’s strategy. Mindware assists the channel partner in choosing the right technologies, training and enabling the pre-sales, sales and technical teams. Mindware provides additional support in positioning the technology solutions, with the right narrative and relevant marketing tactics to generate demand and reach the addressable market.

Why should channel partners invest in training and skill development?

In today’s world, channel partners’ assets are their human capital. These resources are key and play an important role across the entire sales journey of the end customer - from playing an

FREE ANTIVIRUS

POWER OF CONNECTIVITY

D-Link is consistently leading the market by working on innovation, creation and taking challenges. Thay are constantly looking at developing new products, solutions and services around 5G, IoT, AI, smart home tech, Wi-Fi 6, cybersecurity and networking. Sakkeer Hussain, Director - Sales & Marketing, D-Link Middle East & Africa discusses in detail about their latest offerings and how they are supporting their partners and customers.

How does D-Link stay up-to-date with the evolving needs and trends of the networking industry?

We stay connected and close to our customers and channel partners. We listen to feedback and actively work on evolving our offerings to ensure they are solving a business requirement. We also invest in a lot of R&D and stay ahead of the curve by understanding market demands and factors that impact demand. Our team monitors industry trends to anticipate what customers will want in the future. Most of all, we are flexible and adaptable to changing market circumstances, this is something we also advise our partners.

Ethernet access network. The new switches support multicasting and enhanced security, making them the ideal multi-Gigabit access layer solution. Designed for customers requiring maximum network uptime, both models (the DMS-3130-30PS and the DMS3130-30TS) support redundant power supplies and essential reliability features to enhance network resilience. Our new D-View 8 is a powerful and scalable network management tool that offers users end-to-end visibility and complete control of their business network infrastructure. Designed to meet the evolving needs of medium-to-large enterprises, D-View 8 delivers advanced multisite, multi-network monitoring, management, and automation capabilities in a user-friendly platform.

How does your company ensure the security and privacy of its networking devices?

to being able to curate offerings as per each customer’s requirement and help them achieve their business outcomes seamlessly and securely.

Are there any upcoming product releases or innovations that customers can look forward to?

Our business objective at D-Link is to innovate to be several steps ahead of the market. With this as our guiding principle, we are working on exciting new launches around 5G, IoT, AI, smart home tech, Wi-Fi 6, cybersecurity and networking.

How does D-Link support its partners and customers in terms of training and skill development?

What are the key features and benefits of your latest product(s)?

One of the latest offerings we have are mesh routers and extenders called AQUILA PRO AI series WiFi 6/6E. The cutting-edge mesh system offers enhanced connectivity and reliability of smart home networks.

We have also announced the launch of the all-new DMS3130 series. The range of Layer 3 Stackable Multi-Gigabit Managed Switches is designed to seamlessly connect devices within a secure enterprise or Metro

Security can no longer be an afterthought and hence today most of our offerings have security built in right at the design stage. Besides that, we help organizations to clearly define their security strategy and implement it, and encourage them to also constantly evaluate it to ensure the measures are continuously protecting their critical assets and infrastructure. Best practices include having firewall security, router security, WPA2, email security, DLP technologies, zero-trust policies, data backup and so on.

What makes your products stand out in the market?

D-Link is and has been a market leader in networking, as we have specific solutions and different consumption models designed for different target audience. Our suite of cloud and networking solutions boast quality and robustness. We attribute the success of our market leadership

The rise of new and advanced technologies has led to a skills deficit, making it difficult to deploy and maintain these technologies. D-Link takes training seriously and invests in regular training sessions for our partners. These workshops provide a platform for partners to share their challenges and for us to collaborate on solutions. Our goal is to help partners fully capitalize on the opportunities presented by the digital landscape. In addition to training and education, we offer the D-Link Business Solution Partner Program, which provides partners with high-value incentives. We regularly update the program to reflect evolving market conditions and partner needs.

Can you provide insights into your company’s future roadmap or strategic direction?

At D-Link we are always innovating and bringing cutting-edge technologies to our customers. Our aim as a networking leader is to help companies collaborate and connect efficiently to achieve their business goals.

Our aim as a networking leader is to help companies collaborate and connect efficiently to achieve their business goals.”

UPSKILLING SECURITY

Cloud Box Technologies is an upward evolving organisation with extensive understanding of the technology landscape and follows best practices that will help the company grow both regionally and globally. Ranjith Kaippada, Managing Director, Cloud Box Technologies, explains how the company is constantly evolving with partners and customers to help them achieve their digital transformation goals

Can you provide an overview of the Security Solutions and IT Managed Services your Cloud Box offers?

At Cloud Box, we take pride in offering a comprehensive suite of Security Solutions and IT Managed Services to address the evolving cybersecurity landscape. Our goal is to provide our clients with end-to-end security and peace of mind. In terms of Security Solutions, we cover a wide range of areas. We offer robust Email Security solutions to protect against spam, phishing, and malware threats that can compromise organizational data. Our Endpoint Security solutions ensure that individual devices, including laptops, desktops, and mobile devices, are secured against emerging threats.

We also specialize in Firewall implementation, enabling our clients to have granular control over their network traffic, preventing unauthorized access and minimizing the risk of cyber-attacks. Our Network Access Control (NAC) solutions further enhance network security by managing and controlling user access to network resources, ensuring only authorized personnel can connect.

Data protection is a priority for us, and that’s why we offer Data Loss Prevention (DLP) solutions, which help identify, monitor, and protect sensitive data from unauthorized access or leakage. Our Data Classification services assist in organizing and labelling data based on its sensitivity, allowing for better control and protection. In addition

to Security Solutions, we provide IT Managed Services that cover a wide range of areas. Our SIEM (Security Information and Event Management) services offer real-time monitoring, threat detection, and incident response capabilities, empowering organizations to stay one step ahead of potential security breaches. We also offer CASB (Cloud Access Security Broker) solutions, enabling clients to secure their cloud environments, enforce policies, and protect against cloud-specific threats.

Other managed services we offer include Application Monitoring to ensure the availability and performance of critical applications, MFA (Multi-Factor Authentication)

solutions to enhance user authentication and strengthen access controls, DNS (Domain Name System) security services to protect against DNS attacks, PAM (Privileged Access Management) to safeguard privileged accounts, HSM (Hardware Security Module) for robust cryptographic key management, and DMARC (Domainbased Message Authentication, Reporting, and Conformance) for email authentication and antiphishing measures.

We offer all these solutions as Tier 1 Partners of the biggest names in the industry, like Fortinet, Palo Alto, Speartip, Crowdstrike, Secureworks, Cisco, Logpoint, Aruba and many more Overall, our aim is to provide holistic security solutions and managed services that address the diverse needs of our clients. By leveraging our expertise and staying abreast of the latest cybersecurity trends, we empower organizations to navigate the digital landscape with confidence and ensure the integrity and protection of their valuable assets.

What are the main challenges you foresee in the current digital transformation phase and how do you plan to overcome them?

The field of IT has been advancing at a rate never seen before and with the onset of AI and WEB3 in the horizon, disruption is imminent, but transformation is stagnant. Organizations face challenges that hinder their digital transformation journey and leads to long term shortcomings for the organization as a whole.

Resistance to change: One of the primary challenges is the resistance to change from employees. Overcoming this challenge requires effective change management strategies, including communication, training, and involving employees in the transformation process. Creating a culture of continuous learning and highlighting the benefits of digital transformation can help address resistance.

Legacy Tools/Solutions:

Organizations still use a set of legacy tools or solutions that hinder digital transformation as they are stuck with outdated solutions and modern solutions require a drastic learning curve which would be hard to adjust to. A way to deal with this is to roadmap modernization and systematic updates there by allowing for an optimal path towards digital transformation and adoption of modern technology.

Upskilling: Finding and retaining skilled professionals with the right expertise for digital transformation initiatives can be challenging. Developing a comprehensive talent acquisition and development strategy, including partnerships with educational institutions and internal upskilling programs, can help bridge the skills gap.

Scalability and flexibility: As businesses grow and evolve, scalability and flexibility become critical. Designing an architecture that is scalable and adaptable to future needs, utilizing cloud technologies, and adopting agile development methodologies can address this challenge.

Stakeholder alignment:

Ensuring alignment and buy-in from all stakeholders, including executives, employees, and customers, is crucial for the success of digital transformation. Regular communication, setting clear expectations, and demonstrating the value and impact of digital transformation initiatives can help foster stakeholder support.

How does Cloud Box keep pace with the latest cybersecurity trends and emerging threats to ensure your clients receive the most innovative and effective solutions?

It is critical to stay ahead of the curve in the fast-paced cybersecurity landscape. We have a system in place to ensure Cloud Box stays at the forefront of all the latest trends and updates with the emerging threats and provide innovative and effective solutions to our clients to fortify their defence. Our approach to achieving this outcome is two pronged.

First, we adopt a culture of continuous learning, Our cybersecurity professionals actively engage in ongoing training, certifications, and industry events to stay updated on the latest trends, technologies, and best practices. This allows us to bring fresh perspectives and insights to our clients’ cybersecurity challenges.

Secondly, We establish strategic partnerships with leading cybersecurity vendors, technology providers, and industry experts. These collaborations enable us to gain access to early-stage technologies, insights, and threat intelligence. By leveraging these partnerships, we can quickly adapt to emerging threats and incorporate innovative solutions into our offerings. These partnerships also allow us to exchange knowledge, share insights, and stay updated on the latest trends and emerging threats. This collaborative approach allows us to offer comprehensive and timely solutions to our clients.

How do you ensure continuous monitoring and threat intelligence to identify potential security gaps and mitigate the risk?

The first step would be to determine the cyber resilience of the organization’s data and the soundness of the IT security framework. A specialist will look into the existing framework and recommend changes followed by a series of Vulnerability Tests to realize any pertinent gaps in the framework. We analyse the behavioural patterns using a SIEM solution which detects any anomaly and investigates that further. our

advanced incident response playbook covers almost every type of incident and how to address that issue, while considering business continuity and data integrity, enabling us to mitigate any risk efficiently and effectively with little or no server downtime.

Can you discuss any partnerships or collaborations Cloud Box has with technology vendors to enhance the scope and quality of your managed services?

Currently we have partnered with all the industry leading vendors for example Palo Alto, Fortinet, F5 etc, especially when it comes to cybersecurity and security offerings. We have taken a quantum leap to make sure that, we are not just signing up with them rather we are also evolving with them and growing along with them. Therefore we’ve been recognized by Fortinet and other people as a growth partner or evolving partner. This is highly prestigious for us as our efforts are being recognized. This clearly indicates that we are aligned with their vision, and we’re also going along with them.

We are also planning to launch an offering related to MDR as we have also partnered with certain few vendors on the MDR. There are very few vendors in this domain, therefore, it’s been driven by partners like Cloud Box. And then we are also trying to develop our own security centers where we can have our own solutions, again, partnering with all these prominent vendors.

Can you please elaborate on the company’s plans for coming years?

We are planning to introduce an academy where the new and young talent can come and train on our site. We’ll be training them on Cybersecurity and thereafter utilizing their talent by employing them as a resource engineer or resident engineer on the customer’s side. This enable us to breed more young minds with the latest technology. This also helps us in overcoming the challenge of finding skilled resources in the market.

We are having a data center with us, so we are trying to expand to have the security offerings along with that data center also.

BUILDING PARTNERSHIPS

Can you please give an overview of Omnix International’s business and service offerings?

Omnix International is a Shariacompliant leading company in the ICT industry with over three decades of experience, headquartered in Dubai. Our parent company is the Al Imtiaz Investment Group headquartered in Kuwait. Omnix is committed to helping and supporting companies in the Middle East on their digital transformation journey by offering a wide range of relevant, relatable solutions and services to the dynamic environment. The company offers cloud adoption, data management and analytics services, digital workplace solutions, cybersecurity solutions, and insights on emerging technologies.

How is Omnix assisting organizations in their digital transformation journey?

Our broad spectrum of solutions and services addresses the varied technological requirements of our customers as we continue to nurture and thrive in the journey towards digital transformation. The organization’s partnerships with leading technology companies help us stay relevant and at the forefront of the industry. As a value-added distributor, our growth is driven by momentum and acceleration, making it one of the fastest-growing segments within our company. We actively engage with our channel ecosystem to understand their requirements, track the direction of technology trends, explore potential portfolio expansions, identify strategies to boost sales and enhance the value of

offerings.

During the process, what are the specific challenges being faced in this region?

One main challenge is legacy systems. They present a hinderance to modernization efforts as these applications are too rigid to support a modern enterprise. This rigidity impedes business from becoming connected, thereby hindering growth.

our

Simran Bagga, Vice President of Omnix Engineering and Foundation Technologies, explains how as an established VAD, Omnix not only focuses on enhancing its own growth, but also empowers its channel partners and customers to succeed in the digital age.

Another challenge is that organizations are reluctant to commit to a full-fledged digital transformation process.

UAE and other countries in the GCC have begun adopting modern technologies and digital transformation projects. However, despite this progress, many organizational leaders remain hesitant to fully commit to a comprehensive transformation process.

Furthermore, technology shift inevitably requires adapting to changing work dynamics. Numerous organizations in the UAE and the Gulf region encounter opposition from their employees, managers, and even top-level executives. Thus, the internal resistance to change is another challenge for enterprises during the transformation process.

Moreover, there is a huge skill gap in emerging technologies currently across the region. With the expanding UAE economy, there will be a growing need for highly proficient and technologically adept workers, particularly in the field of engineering, research and development, product design, and marketing across diverse industries.

Additionally, many companies in the region continue to follow traditional operating models. However, the disruptors, referring to companies that adhere to lean and agile operational approaches, are challenging the traditional players. Despite making attempts to develop disruptive business models, many traditional companies encounter difficulties in fully aligning their models with these agile approaches, hindering their progress.

What makes Omnix stand out in the market?

At Omnix, we understand that every business is unique, and we are committed to providing tailored solutions. Whether it is technical support, training, or configuration services, we are committed to helping our customers thrive and succeed. The mantra is to offer “differentiated offerings” to our partners and customers. This is the secret sauce in this fiercely competitive IT landscape. Be ready to take calculated risks, and most importantly, be a “one-stop shop and one face.” This will maximize returns and win loyal customers.

Can you please discuss about your Partner Ecosystem.

Omnix boasts of a robust partner ecosystem that encompasses renowned global technology vendors. As a VAD, we provide multiple solution offerings to our channel ecosystem. Omnix is one of the first VAD in the region for Autodesk and we have been associated with this brand for over three decades.

Therefore, Autodesk in one of our flagship products when it comes to VAD. Vendors such as IMSCAD, OpenSpace, Spidtech, SafeUEM, Unity, Varjo, TeamViewer, Vuzix, viACT, Faro, PNYNvidia to name a few, contribute to our VAD portfolio as well. We also build customizable heavy-duty workstations called “HOT’ – Hardware Optimized Technology, to meet the specific requirements of our customers. Our broad spectrum of vendors addresses the varied technological requirements of our partners and customers as we continue to nurture and thrive in the journey toward digital transformation.

How Omnix is focusing on Partner Specialisation?

Our business strategy revolves around the core tenet of partner specialization, empowering them to be a trusted advisor for their customers. We invest significantly in comprehensive enablement and training programs, ensuring that partners are equipped with the necessary knowledge and skills to tackle complex challenges effectively. Our commitment to nurturing the partner environment culminates into effectively addressing the diverse requirements of businesses in the Middle East and beyond, seeking advanced ICT solutions.

What emerging technologies or trends do you believe will have a significant impact on the IT industry soon?

This is an interesting year for technology partners. AI everywhere, The Future Internet (Metaverse), Rearchitecting Trust with Blockchain, The Hyper-Connected, Intelligent World (IOT – The Internet of Things), IOT Security are a few key trends that will shape the technological landscape. The bonus trend will however be the Sustainable Tech, a ‘non-negotiable’

tech trend that will gain prominence in 2024. We need to make sure that our technology is environmentally sustainable. Customers and investors are increasingly looking for green credentials, and we will see more of this in the time to come.

What is the company’s vision and future roadmap for growth and expansion?

Omnix has been a leading technology solutions provider in the Middle East region for over three decades, and the company has ambitious plans for growth in the region. Omnix plans to expand its services and solutions portfolio to meet the evolving needs of its customers. By investing in emerging technologies such as cloud computing, artificial intelligence, and the Internet of Things (IoT), the company strives to provide advanced and innovative solutions that help its customers achieve their business objectives.

Building strong partnerships with leading technology enterprises in the region is important for Omnix to offer a wider range of solutions to our customers and stay at the forefront of the industry. Also, to ensure sustainable growth, Omnix makes it a priority to invest in talent development. The readiness of our employees, creating a talent pool, recruiting industry experts, retaining and motivating existing workforce, ensuring that employees are equipped with the skills and knowledge to deliver high-quality solutions and services are all very imperative to the growth of the company.

Additionally, Omnix plans to expand its customer base across the region by targeting new industries and segments by leveraging its expertise across verticals including, Oil and Gas, Manufacturing, Health Care, Education, AEC, Hospitality etc. to offer tailored solutions to customers in these areas. Omnix’s growth plans for the Middle East reflect the company’s commitment to providing innovative solutions and services that meet the evolving needs of our customers. By investing in emerging technologies, strengthening partnerships, developing talent, and expanding our customer base, Omnix is well-positioned to achieve its growth objectives in the region.

FIVE TECHNOLOGIES TO TRANSFORM DISTRIBUTION IN THE MIDDLE EAST

Khaled AlShami, Vice President Solution Consulting, Middle East & Africa, Infor lists down five innovations that are making distribution processes more efficient, cost-effective, and sustainable.

Emerging technologies in the distribution industry are transforming the way goods are transported and delivered. These five innovations are making distribution processes more efficient, cost-effective, and sustainable.

1 Drones and autonomous vehicles: One of the more interesting emerging technologies in the distribution industry is drones for last-mile delivery. Drones can deliver packages directly to customers’ doors and have the potential to revolutionise the distribution industry by reducing the need for groundbased transportation and enabling faster, more efficient delivery. Also, autonomous vehicles, such as selfdriving trucks, can be used for the transportation of goods, reducing the need for human drivers, and improving the efficiency of the distribution process.

2 Robotics and automation: Robotics and automation are being used to improve the efficiency and accuracy of warehouse operations, including the sorting and packaging of goods. Automation can perform the routine and mundane tasks your people would rather not do. The latest generations of warehouse robotics are designed to work collaboratively with people to make operations safer and more efficient. Reductions in movement and touches reduce injuries to your workforce and

the risk of product damage. These touches and tasks can extend beyond the warehouse. Customer service, billing, and other routine rules-based tasks using structured data through robotic process automation (RPA) can also be improved. These technologies can help to reduce labor costs and improve the overall efficiency of the distribution process.

3Big Data: One of the most powerful emerging technologies in the distribution industry is the use of big data, analytics, and artificial intelligence (AI). By collecting and analysing data on customer behavior, distribution companies can gain insights into the most efficient ways to transport and deliver goods. This information can help them to optimise routes and reduce the time and cost of distribution. Some potential ways in which these technologies can be used include: Optimising routes, predictive maintenance, inventory management, sales recommendations, fraud detection, and customer service.

4Internet of Things (IoT): The integration of IoT is playing a vital role in the distribution industry. IoT technology enables distribution companies to monitor the condition and location of their goods in real time, providing them with valuable insights into the distribution process. This information can be used to optimise routes and improve the overall efficiency of the distribution process.

5Blockchain: Blockchain has the potential to transform the distribution industry in several ways including:

• Supply chain management: Blockchain can create an immutable record of the movement of goods through the supply chain. This can help with traceability, ensuring that goods are sourced ethically and sustainably, and reducing the risk of counterfeiting or fraud.

• Smart contracts: Blockchain-based smart contracts can automate many of the processes involved in distribution, such as the release of payment upon delivery or the automatic reordering of goods when inventory runs low.

• Asset tracking: Blockchain can track the location and status of assets as they move through the distribution network. This can help with planning and coordination and reduce the risk of loss or damage.

• Fraud prevention: The decentralised and immutable nature of blockchain makes it difficult to tamper with data, which can help to prevent fraud in the distribution industry.

Khaled AlShami, Infor

ENSURING INFRASTRUCTURE SECURITY

Rateesh Mohan, Managing Director, Real Secure IT, explains how their organisation is unlocking the power of technology to safeguard the businesses with confidence and propel growth.

Can you provide an overview of the Security Solutions and IT Managed Services your company offers and the specific areas you specialize in?

At Real Secure IT, we offer a wide range of security solutions and IT-managed services to protect our client’s digital assets.

We implement robust measures for network security like firewalls, intrusion detection and prevention systems, and virtual private networks (VPNs) to safeguard our clients’ networks from unauthorized access and cyber threats.

For endpoint security, we provide advanced solutions to protect devices like laptops, desktops, and servers from malware and ransomware. Our services include antivirus software, anti-malware protection, and device encryption.

Data security is a top priority, and we specialize in securing sensitive information and preventing data breaches. Our solutions encompass data encryption, access controls, data loss prevention (DLP), and secure data backup and recovery.

To ensure overall security, we conduct thorough security assessments and audits, including penetration testing, vulnerability scanning, and compliance audits, to identify vulnerabilities and address them effectively.

Additionally, our IT-managed services cover essential aspects such as 24/7 network monitoring, incident response and management, patch management, backup and disaster recovery, IT helpdesk support, and strategic IT consulting. These services provide comprehensive support, ensuring uninterrupted operations and effective utilization of resources for our clients.

What are the unique challenges you face while working with businesses in this region and what makes you stand out in the market

One of the challenges we encounter is the rapid technological advancements in the GCC region, especially in Dubai. As technology evolves, so do the associated risks and vulnerabilities. At Real Secure IT, we proactively stay updated on emerging technologies and threats to provide our clients with innovative solutions that mitigate these risks effectively.

The diverse business landscape in the GCC region also presents challenges as businesses here are of various industries and sizes, each with its unique security requirements, however, our expertise in customizing security measures allows us to address the diverse IT infrastructures prevalent in the region.

Moreover, Dubai has its own regulatory framework and compliance requirements for data protection and cybersecurity. We work closely with our clients to understand their industry-specific compliance needs and implement solutions that align with these requirements to make sure that they remain compliant.

Another challenge that is faced globally is the shortage of skilled cybersecurity professionals. To address the cybersecurity skills gap, we invest in continuous learning and equip our experts with the necessary knowledge and expertise to deliver top-notch services to our clients.

How do you stay updated with the latest cybersecurity trends and emerging threats to ensure your clients receive the most innovative and effective solutions?

We invest significant resources in professional development and knowledge-sharing activities. Our team regularly attends industry conferences, participates in training programs, and engages with renowned cybersecurity experts. By fostering a culture of learning and collaboration, we ensure that our clients benefit from the most innovative and effective solutions available.

How do you ensure continuous monitoring and threat intelligence to identify potential security gaps and proactively address them?

We ensure continuous monitoring and threat intelligence by leveraging our advanced managed services platform. This centralized hub collects real-time information from various sources within our client’s IT infrastructure, allowing us to proactively identify and address potential security gaps. Our platform integrates advanced analytics and machine learning to detect patterns and anomalies, enabling prompt responses to threats and vulnerabilities. With proactive monitoring of performance and operational aspects, we optimize

functionality and minimize downtime. Our managed services platform serves as a powerful tool to enhance security, performance, and reliability, enabling our clients to focus on their core business with peace of mind.

How do you assess and manage third-party risks, such as vendors and partners who may have access to client data?

Managing third-party risks is a critical aspect of our services. We understand the importance of protecting client data, and as such, we have a robust vendor management program in place. Our program includes comprehensive vetting and due diligence processes to assess the security practices of our vendors and partners. We establish clear contractual obligations regarding data protection and regularly review their compliance. By ensuring strong security measures throughout the supply chain, we maintain the integrity of our client’s data.

Can you discuss any partnerships or collaborations your company has with technology vendors to enhance the scope and quality of your managed services?

We take great pride in our strong partnerships with industry-leading technology vendors to serve both SMBs and large enterprises. By utilizing N-able’s tools, we effectively monitor and manage our SMB clients’ IT infrastructure, promptly identify potential issues, and deliver timely resolutions. We partner with respectable antivirus and data protection vendors like Heimdal, Bitdefender, veeam, and Commvault to integrate their technologies into our managed services so that we can deliver robust antivirus protection, effective threat detection, and efficient mitigation strategies to safeguard our SMB clients’ systems. Our collaboration with Microsoft enables us to ensure seamless integration for enterprises. We also work closely with top-notch security

vendor such as Trellix to provide us with access to advanced security solutions, threat intelligence, and expert knowledge, and bolster our security offerings to large enterprises.

Can you please elaborate on your company’s plans for the coming years?

We are determined to expand our market presence across different industries and geographical locations, while continuously improving our service portfolio to meet the evolving needs of our clients. Our plan is built on key pillars, including strategic partnerships, talent development, and a strong commitment to customer satisfaction. We aim to actively contribute to thought leadership in the cybersecurity

industry and consistently deliver exceptional value to our clients. With these goals in focus, we are well-positioned to lead the way in the cybersecurity landscape and achieve sustained success in the future.

Soon, We are excited to introduce a fresh approach to the cybersecurity services. We will emphasize valuebased methodologies, prioritizing risk-based mitigation over severitybased assessments. This approach will focus on proactive remediation efforts that address actual threats, going beyond solely identifying vulnerabilities. By adopting this strategy, we aim to provide our clients with tailored and effective solutions that align with our specific risk profiles, ultimately enhancing the overall security posture of their organizations.

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INGREDIENTS FOR SUCCESS IN ERP CHANNEL SALES

ERP providers that are looking to get famous and become the go-to channel champion in this growing segment need ways to stand apart and get noticed. Vibhu Kapoor, Regional Vice President - Middle East, Africa & India, Epicor explains two main ways of doing so in the current market.

Market Research, the

US$50.84 billion in 2021 and will

industry — sectors that are in turn critical to governments’ economic

partners who operate in the ERP opportunities. But capitalising on

The first problem is scarcity. ERP technology, so ERP customers are going to be rarer to come by. And when we look at the market from a technology standpoint, we find a divided space with some providers

ERP, it seems, is a rare capability. looking to get famous and become this growing segment need ways to stand apart and get noticed. I see

Since the computing revolution of the 1990s, IT decision makers

vs limited resources. To find something that fits every business use case takes too long and costs too much. Today, many vendors provide customisation options that make plugging these gaps easier, and this is big business in the ERP space. ERP, by its very nature, has a vast set of functions and caters to a wide array of industries. But the specificity of individual businesses — especially those that are doing something out of the ordinary to differentiate themselves in their own markets — cannot be entirely covered. Unique workflows and data requirements, influenced by factors such as regulations or customer needs, call for expertise in implementation.

The channel player that enables an enterprise to integrate new technologies into its ERP system is the player that ensures that their customer remains competitive. That is a fine foundation for a lasting and meaningful business relationship. Each customer that the channel partner can help in this way will become a staunch ambassador for the channel partner’s brand.

Seamless integration is not without its challenges. It can be time-consuming and expensive in terms of cash reserves and resources. But these obstacles just present further opportunities for the channel partner that can manage an ERP project end-toend and overcome traditional roadblocks.

2 Configuration

In conjunction with integration, and to address the rarity of projects, partners could look to focus on creating modules that streamline workflows specific to certain industries. For example, given the importance of ERP technology to the regional manufacturing sector, channel partners could build an ERP package that includes modules for production planning, shop floor control, and quality control.

Healthcare, another high-growth industry in the region, could benefit from patient management, medical records, and insurance claims modules.

Apart from functional modules, industry-specific data analytics and reporting tools will also be of value to businesses. Insights on operations and performance are a significant value add. While channel partners may have to onboard specialised talent (or, at the very least, invest in the reskilling of existing staff) to verticalise and configure their solutions in the ways described, the investment is worth it. Industry-specific modules, once developed, can be offered to multiple customers, and may even serve as a means to acquire new accounts.

Keep it simple

The road ahead is not without challenges. There is undeniable complexity in a business model that specialises in integration and configuration of solutions, not to mention the necessary investment in skilling initiatives. But customers want what they want. If they know their digital transformation can be done to a 100% requirements fit with a competitor, those who cannot meet those standards may be left out in the cold.

Too many ERP deployments fail because they are not well enough integrated into a customer’s broader ecosystem, which today

may include CRM, e-commerce, analytics, logistics, HR, and a range of others. Customers, despite being in search of a 100% fit, remain dedicated to simplicity. That means channel partners must build their ERP offerings with simplicity in mind. They must therefore seek out platforms that have native APIs for ease of integration with a wide array of third-party applications. The partner’s goal, after all, will be to meet individual customer needs without having to expend too many resources and manhours. They should therefore also look for ERP platforms that follow a modular approach. This will enable them to customise and build their vertical-specific solutions and gradually build out their portfolio, leading to an expansion of their business.

Make yourself famous

Opportunity may be everywhere, but that does not mean opportunities for everyone. Throughout the pandemic, the channel proved itself over and over. Collaboration has won the day before, and a cloud-first message has rung true in a world now irreversibly enmeshed in multiple clouds. If the channel continues to work as a unit and makes the moves here described towards integration and configuration, I foresee great gains ahead for all those working in the ERP solutions space.

Partners must keep on engaging with Channel Managers to execute flawlessly in every area, from marketing to sales. We have proven our strengths and built new capabilities to mitigate our weaknesses. Now it is time to look at the massive CAGR for ERP in the region over the next decade and decide how we will share in that prosperity. Will we retain old habits, or will we do what is hard, yet necessary, and engage in integration and configuration for the good of our customers and the longevity of our brands?

Vibhu Kapoor, Epicor

SHAPING THE FUTURE

Mindware has been working tirelessly to enable and accelerate the digitization initiatives of partners and their regional customers. They aim to help them adopt the latest technologies that promote growth and drive economic development in the countries they operate in. Philippe Jarre, President of Mindware, recently discussed their partnerships and experiences at GITEX AFRICA.

What can you share with about Mindware’s recent partnerships?

Over the past few months, Mindware has forged numerous new partnerships. Our strategy focuses on three aspects:

• Adding four to five new vendors to their portfolio each year.

• Increasing the number of partners by 10 to 15% annually.

• Deploying existing vendors in countries where they don’t have a presence.

This strategy has resulted in exponential business growth, tripling the size of our business from AED 500 million to 1.5 billion. Mindware ensures alignment with current market trends such as cloud, data, security, AI, IoT, etc., and we aim to include the maximum number of vendors in our portfolio around these domains to offer the latest solutions to our partners.

Are there any new partnerships in the pipeline?

Mindware has several new partnerships in the pipeline, with major announcements planned before GITEX. These partnerships will add high value to our portfolio and the industry. We are also working with small ISVs, and American companies seeking to enter the region and build their capabilities on top of the market’s hyper-scalars.

We have recently announced our partnership with Google Cloud. It is extremely important as it not only enhances the infrastructure

capabilities but also introduces new content to all the different sectors of the industry.

We are delighted to share that we have an upcoming partnership announcement through which we will introduce a variety of offerings centered around data and AI. This will provide a compelling value proposition for the market, offering innovative solutions leveraging data and artificial intelligence.

Recently, Mindware participated in GITEX AFRICA. Please share the overall experience and the potential of the region.

Mindware has been in Africa for over 30 years. We took the opportunity to showcase our latest offerings to partners at the event. The experience was tremendous, with productive discussions among partners and

vendors. Mindware showcased its expertise and capabilities, which can be exported to Africa.

Additionally, we have a headquarters located in Paris that already extends its services to certain regions in Africa. This strategic presence allows us to establish strong connections and leverage our expertise in delivering top-notch solutions.

And as a testament of our dedication to the African market, we have announced the launch of our cloud marketplace at GITEX Africa. This marketplace, which was launched in the Gulf region in 2020, allows partners to access our full portfolio of softwareas-a-service capabilities, including Microsoft and now Google Cloud. It is an integrator of the market’s diverse capabilities, and has been receiving excellent feedback since its launch.

What are the latest value-added services that Mindware is offering?

Drawing on our strong background in services rather than distribution, I have driven the transformation of Mindware towards a focus on value-added services and solutions. As part of this endeavor, we have recently introduced training service capabilities with all our vendors to establish ourselves as a recognized training center.

We are also developing an important concept for certain vendors known as the Solution Center. Here, we design solutions tailored to your specific requirements, simplifying your job and ensuring that the solution is ready for release in the market.

In addition to our service capabilities, we believe in complementing the skills of our partners rather than competing with them. This principle is a fundamental rule within our organization.

We understand that some of our partners may not possess the capabilities to deploy solutions as services, which are in high demand in the market. To address this, we develop designs for the technical solutions, packaging hardware, software, and services together.

We then purchase these solutions from the vendor and offer them as services to our partners who may not have the financial means to do so themselves. This represents a significant value-add for our partners and strengthens our overall offerings.

We are also actively investing in cloud migration capabilities and application modernization to assist our partners who may lack the necessary expertise or tools to expand into these areas. We are making significant progress in these initiatives and will have exciting announcements to share in the near future.

At Mindware, we are committed to providing comprehensive solutions and empowering our partners to deliver exceptional services to the market.

What emerging technologies or trends do you believe will significantly impact the tech industry in the near future?

There is a lot of buzz around AI and ML in the market now. It is evident that with the right capabilities, everyone is developing their own version of ChatGPT. Many customers in the region have decided to invest in hardware, software, and services to build their own machine learning and generative AI solutions. This presents a significant opportunity for us, and we are actively involved in these projects that will have a tremendous impact.

The next crucial step is the seamless integration of AI and ML with other supporting components. We are making substantial investments in the areas of security and cloud. Our partnership with Google Cloud is just the beginning, and we anticipate forging additional associations shortly.

Furthermore, we have made a strategic decision to invest in sustainability offerings. This solution allows us to leverage the best sustainability capabilities from our vendors, including industry leaders like IBM and Microsoft. We provide these offerings to our partners, enabling them to showcase their commitment to sustainability. With COP28 approaching in the region and sustainability being a top priority for everyone, we have incorporated this into our portfolio. It is important to note that sustainability is not a new software or product; rather, it is a packaged approach that allows partners to offer this to the market, especially small and mediumsized enterprises (SMEs) with limited capabilities for significant investments in sustainability initiatives.

How is Mindware focusing on partner specialisation?

We are fortunate to have a vast network of 5000 partners, and our marketing database provides us with fantastic tools for effective segmentation. We can segment our partners based on industries, countries, and affiliates, allowing us to tailor our strategies accordingly. For instance, in the case of Oracle Cloud, we have carefully selected 55 partners who we believe are the best equipped to handle cloud migration, given our data centers in Saudi and the Gulf region.

This enables us to precisely target this segment, including the end users who can collaborate with us on these initiatives. Thus, partner segmentation and specialization hold tremendous importance for us.

Furthermore, as we onboard new Independent Software Vendors (ISVs), we recognize the need for industry-specific use cases. It is essential for us to ensure that we provide them with the right industry segmentation to support their success and align their offerings with market demands.

What are your business strategy and innovation plans for the last two quarters of 2023?

Our plans for the last two quarters of 2023 revolve around executing the strategies we have developed in the preceding quarters. We have set a timeline to announce partnerships in July, August, and September, ensuring that these announcements are made before GITEX. Our primary focus will be on deploying all the planned offerings, announcing them to the market, and subsequently educating our partners about these new developments.

During the year’s second half, we will prioritize sustaining the ecosystem financially by fostering support and collaboration among our partners. We understand the importance of working together to create a strong and resilient business environment.

Additionally, we have initiated partnerships with universities and established an academy with the goal of nurturing the skills that will be in demand in the years to come. For example, we recently formed a partnership with the American University of Sharjah, known for its expertise in data and AI on the cloud. We bring students from these universities into Mindware for internships, providing them with valuable industry experience. Later, we aim to place them with our partners, as we recognize the need for a large pool of talented individuals. These university partnerships play a significant role in creating a highly skilled ecosystem that can drive innovation and growth.

BRIDGING THE GAP W

Veeam Software has recently released its Ransomware Trends Report 2023, which marks the second annual survey of organizations that have experienced cyberattacks. The report focuses on comparing the perspectives of four essential roles involved in cyber preparedness and mitigation: security professionals, CISOs or other IT executives, IT operations generalists, and backup administrators. Kinda Baydoun, Manager of Channels, Distribution, and Alliances - Middle East & CIS at Veeam Software, shares valuable insights from the report and highlights its significance for the Channel Industry.

hat are the latest ransomware trends?

The report provides valuable insights based on data collected from 1,200 impacted organizations and approximately 3,000 cyber-attacks. It offers a comprehensive view of the experiences shared by IT leaders in various roles, shedding light on their organizations’ cyber preparedness strategies. One key finding of the report is that it is no longer a question of “if” a cyber-attack will target an organization but rather “how often.” Ransomware attacks have become a widespread issue affecting the entire industry.

Another crucial aspect highlighted in the report is the need for organizations to focus not only on security, detection, and prevention but also on their ability to recover rapidly from a cyber-attack. While there are numerous cybersecurity companies offering data security solutions, it is essential to ensure that organizations implement resilient data protection measures within their overall cyber preparedness strategies. The report emphasizes the importance of swift recovery to ensure uninterrupted business operations.

Veeam plays a significant role in this regard, particularly with the introduction of the Veeam Data Platform earlier this year. This comprehensive solution covers various workloads, including physical, virtual, Cloud, Kubernetes, and SAS-related workloads. By leveraging the Veeam Data Platform, organizations can enhance their resilience and ensure the continuous operation of their business.

What are the major takeaways from this report?

Paying the ransom does not guarantee recoverability: The survey findings reveal that, for the second consecutive year, the majority (80%) of organizations paid the ransom to halt an attack and regain access to their data. This represents a 4% increase compared to the previous year, despite 41% of organizations having a “Do-Not-Pay” policy on ransomware. Unfortunately, 21% of those who paid the ransom did not succeed in retrieving their data from the cybercriminals. Only a small

percentage (16%) of organizations avoided paying the ransom by relying on their backups. Sadly, the global statistic of organizations successfully recovering data without paying the ransom has decreased from 19% in last year’s survey.

To avoid paying the ransom, the survival of backups is crucial: Following a ransomware attack, IT leaders face a choice between paying the ransom or restoring data from backups. The research reveals that in almost all cyber events (93%), criminals attempt to target the backup repositories. As a result, 75% of organizations experienced some loss of backup repositories during the attack, with more than one-third (39%) losing their backup repositories entirely.

By attacking the backup solution, cyber criminals eliminate the option of recovery and force organizations to pay the ransom. While implementing best practices such as securing backup credentials, automating cyber detection scans, and verifying backup restorability are beneficial for protection against attacks, the key tactic lies in ensuring the integrity of backup repositories. Organizations need to focus on immutability. Encouragingly, lessons learned from past victims show that 82% utilize immutable clouds, 64% use immutable disks, and only 2% of organizations lack immutability in at least one tier of their backup solution. Avoid reinfection during recovery: When asked about ensuring data cleanliness during the restoration process, 44% of respondents indicated that they perform isolated staging to re-scan data from backup repositories before reintroducing it into the production environment. Unfortunately, most (56%) organizations run the risk of reintroducing infections into the production environment by lacking means to ensure clean data during recovery. This highlights the importance of thoroughly scanning data during the recovery process.

Cyber insurance costs are increasing: 21% of organizations reported that their policies now specifically exclude ransomware, and those with cyber insurance experienced changes in their policy renewals, including increased

premiums (74%), higher deductibles (43%), and reduced coverage benefits (10%).

Incident response relies on backup: While 87% of organizations have a risk management program that guides their security roadmap, only 35% believe their program is effective, with 52% seeking to improve their situation, and 13% lacking an established program. The most common elements of the incident response “playbook” in preparation against cyberattacks are clean backup copies and regular verification of backup recoverability.

Organizational alignment remains a challenge: Despite many organizations considering ransomware a disaster and including it in their Business Continuity or Disaster Recovery (BC/DR) planning, 60% of organizations acknowledge the need for significant improvement or complete overhauls between their backup and cyber teams to better prepare for such scenarios.

How helpful is this report for the channel industry?

The report provides significant benefits to channel partners in two key ways. Firstly, it plays a crucial role in guiding customers to select and implement the appropriate cyber preparedness strategy within their organizations. This begins by raising awareness about the importance of “remediation” and prompting partners to ask the right questions to ensure comprehensive protection and integration of the appropriate data protection solution into the customers’ cyber preparedness strategy.

Secondly, the report emphasizes the significance of possessing the necessary skills and competencies within the partner organizations. This enables partners to act as advisors, assisting customers in designing, implementing, and supporting the solutions. By spreading awareness and highlighting the importance of secure and immutable backup repositories, as well as the ability to achieve fast recovery, partners can help their customers address any vulnerabilities and invest further in their cybersecurity defenses. With the increasing frequency

of cyberattacks, there exists a significant opportunity for partners to capitalize on this space and provide valuable support to their customers.

What are the latest Channel Programs that Veeam has introduced?

At Veeam, our business model is 100% indirect, and our partners are at the forefront of everything we do. We are committed to providing our customers with the best data protection and recovery solution available in the market. In line with this, we constantly strive to equip our partners with the tools, resources, and training they need to excel. That’s why we have introduced the New Veeam Competency Program, aimed at expanding our partner capabilities and enabling them to fully capitalize on the market opportunity. This program specifically targets Value Added Resellers (VARs) and Cloud Service Providers (CSPs). For every competency achieved, partners will receive a badge that can be showcased on their websites and will be prominently featured on the Veeam Partner Portal. This allows customers to easily search for partners with specific competencies in each country or region. We have launched four competencies for our Value Added Resellers, including Ransomware DR, Public Cloud Protection, Microsoft 365 Protection, and Container Protection. For our service providers, we offer competencies in DR as a Service, Backup as a Service, Off-site Backup for Office 365, and MSP Backup.

To attain these badges or competencies, our partners need to meet certain certification requirements and demonstrate successful implementations. This positions them to take on larger projects and win the trust of customers who are seeking experienced and highly skilled partners to guide them in their digital transformation journey and ensure a secure environment.

By focusing on enhancing our partners’ technical expertise, we are empowering them to deliver exceptional services and support to customers, ultimately driving success for all stakeholders involved.

NVIDIA’s Revolutionary Ada Lovelace Architecture Comes To Core Gamers Everywhere

NVIDIA today announced the GeForce RTX 4060 family of GPUs, with two graphics cards that deliver all the advancements of the NVIDIA Ada Lovelace architecture — including DLSS 3 neural rendering and third-generation ray-tracing technologies at high frame rates — starting at AED 1,650.

The GeForce RTX 4060 Ti and GeForce RTX 4060 deliver unparalleled performance at fantastic value — bringing for the first time to the company’s popular 60-class twice the horsepower of the latest gaming consoles, including ray tracing for premium image quality on top games.

“The RTX 4060 family delivers PC gamers both great value and great performance at 1080p, whether they’re building a gaming battle box or an AI-assisted creation station,” said Matt Wuebbling, vice president of global GeForce marketing at NVIDIA. “These GPUs deliver an incredible upgrade, starting at just AED 1,650, putting Ada Lovelace and DLSS 3 in the hands of millions more worldwide.”

DLSS Brings AI-Accelerated Performance to 300+ Titles

The GeForce RTX 4060 family provides access to the 300+ games and

applications that now support DLSS, with eagerly anticipated titles The Lord of the Rings: Gollum and Diablo IV to include DLSS 3. A DLSS 3 plug-in for Unreal Engine 5 is also coming soon.

DLSS 3 showcases the growing importance of AI in real-time games by creating new, high-quality frames for smoother gameplay. It massively increases performance in combination with DLSS Super Resolution, which uses AI to output higher-resolution frames from a lower-resolution input. Exceptional responsiveness is maintained through NVIDIA Reflex, which reduces input lag.

The Ultimate Graphics Cards for 1080p Gaming

The GeForce RTX 4060 Ti is on average 2.6x faster than the RTX 2060 SUPER GPU and 1.7x faster than the GeForce RTX 3060 Ti GPU. For titles without frame generation, the RTX 4060 Ti is 1.6x faster than the RTX 2060 SUPER GPU.

The RTX 4060 Ti’s memory subsystem features 32MB of L2 cache and 8GB or 16GB of ultra-high-speed GDDR6 memory. The RTX 4060 has 24MB of L2 cache with 8GB of GDDR6. The L2 cache reduces demands on the GPU’s

memory interface, ultimately improving performance and power efficiency.

Ray tracing performance has improved significantly from the previous generation, thanks to advancements like Shader Execution Reordering, cutting-edge Opacity Micromap and Displaced MicroMesh Engines. These innovations enable even the most demanding games to simultaneously implement multiple ray tracing effects, and even full ray tracing, also known as path tracing, for unparalleled realism and immersion.

Perfect for Content Creators

The GeForce RTX 4060 family of GPUs comes backed by the NVIDIA Studio platform, which brings creators RTX acceleration and AI tools at a more accessible starting price. Serving livestreamers, video editors, 3D artists and others, the platform supercharges over 110 creative apps, provides lasting stability with NVIDIA Studio Drivers and includes a powerful suite of AI-powered Studio software, such as NVIDIA Omniverse, Canvas and Broadcast.

Creators of many disciplines can benefit from new fourth-generation Tensor Cores, which provide a significant performance

increase for AI tools compared with the last generation. Accelerated AI features allow creators to automate tedious tasks and apply advanced effects with ease.

3D modelers rendering high-resolution, ray-traced scenes can expect up to 45% faster performance than with the previous-generation GeForce RTX 3060 family. Adding AI-powered DLSS 3 — including within Omniverse, a hub for interconnecting existing 3D workflows to replace linear pipelines with live-sync creation and real-time collaboration — greatly accelerates the viewport in real-time 3D rendering applications, enabling a more fluid editing experience with full lighting, materials and physics.

Broadcasters can use the eighthgeneration NVIDIA video encoder, called NVENC, with best-in-class AV1 hardware encoding, and benefit from 40% better encoding efficiency. Livestreams will

appear as if bitrate was increased by 40% — a big boost in image quality for popular broadcast apps like OBS Studio. Broadcasters can also benefit from NVIDIA Broadcast and its set of AI effects that improve microphones and webcams, turning rooms into home studios.

Video editors can benefit from a host of AI tools like auto-reframe, smart object selection and depth estimation, now available in top applications such as Adobe Premiere Pro and DaVinci Resolve, and export in AV1 for reduced file sizes.

GeForce RTX Offers a Graphics Card for Every Kind of User

With this latest launch, the GeForce RTX 40 Series now has an option for every resolution and every user.

NVIDIA will celebrate the 4060 family’s launch with 100 streamers, and give away 460 of the new cards to members

of the gaming community as part of its “Summer of RTX” event. Learn more on the sweepstakes webpage.

Availability

The GeForce RTX 4060 Ti 8GB will be available starting Wednesday, May 24, at AED 1,650. The GeForce RTX 4060 Ti 16GB version will be available in July, starting at AED 2060. GeForce RTX 4060 will also be available in July, starting at AED 1,650.

An NVIDIA Founders Edition design of the GeForce RTX 4060 Ti 8GB will be available directly from NVIDIA.com and select retailers. Custom boards for the entire RTX 4060 family, including stock-clocked and factory-overclocked models, will be available from top add-in card providers such as ASUS, Colorful, Gainward, GALAX, GIGABYTE, INNO3D, KFA2, MSI, Palit, PNY and ZOTAC, as well as from gaming system integrators and builders worldwide.

Samsung Announces New Offers On Range Of Galaxy A Series Smartphones

Samsung Gulf Electronics announced exclusive offers on select models within its A Series range of smartphones across the UAE. Customers can avail these offers, available both in-store and online via the Samsung eStore, until the end of July.

Customers purchasing the Galaxy A14, A24 or one of the most recent editions to the A Series family, the Galaxy A34 and A54, will be able to avail a limited time offer that includes one-year of Samsung Care+ as well as Samsung Member benefits. Under Samsung Care+, Galaxy mobile devices will be protected beyond the standard warranty, with coverage for all accidental damage on the front screen for up to 1 year. With a value totaling AED 665, the offer includes benefits from partners such as The Entertainer, TOD, and a 2-month YouTube Premium subscription.

The Galaxy A14 and Galaxy A24 both feature a 5000mA battery, giving users over 2 days of battery life. Both phones also contain Octa-Core processors, allowing seamless scrolling and streaming as well as reduced battery consumption.

Samsung recently unveiled the Galaxy A54 5G and Galaxy A34 5G, the two latest additions to the Galaxy A Series. The two innovative smartphones that advance Samsung Galaxy’s commitment to designing awesome mobile experiences will help users in UAE shoot steady and crisp videos, see clearly even in bright conditions, with a battery life lasting over 48 hours. The Galaxy A54 5G is available in three color options, including Awesome Lime, Awesome Graphite, and Awesome White. The Galaxy A34 5G is available in three color options, including Awesome Lime, Awesome Graphite, and Awesome Silver.

NUTANIX APPOINTS RAIF ABOU DIAB AS COUNTRY MANAGER FOR UAE, OMAN, PAKISTAN AND YEMEN

Nutanix announced the appointment of Raif Abou Diab as Country Manager for UAE, Oman, Pakistan and Yemen. In his role, Raif is responsible for ensuring strong business growth and excellence of operations across the region, leveraging Nutanix’s globally renowned expertise to meet the aspirations of government bodies and private sector organisations.

With over 2 decades of experience in Information Technology, Raif brings a wealth of expertise and insights to the job, and will play a critical role in strengthening Nutanix’s position as a leading provider of cloud computing solutions. Embracing the core values of integrity, innovation, and growth, Raif stands at the forefront of the fastest moving technology and digital transformation trends including Artificial Intelligence, Edge solutions, Hybrid Multiclouds, IoT, and customer investments shifting to the information age and digital economy. Prior to joining Nutanix, Raif held several leadership positions at Hewlett Packard Enterprise and Dell EMC, where he was responsible for driving growth and delivering outstanding customer experiences. He holds a BSc in Computer Engineering, and is widely recognised for his strategic vision, entrepreneurial spirit, and passion for innovation.

Speaking about the appointment, Mohammed Abulhouf, Senior Director

TRELLIX APPOINTS INDUSTRY VETERAN TO SPEARHEAD REGIONAL GROWTH

Trellix announced the appointment of Khaled Alateeq as Head of Sales for the Middle East region, a strategic growth market for Trellix in EMEA.

“Trellix’s long-term commitment to the Middle East is well established,” said Fabien Rech, SVP EMEA at Trellix. “Now we step up that commitment by the appointment of Khaled Alateeq to his new role. He has first-hand experience of modern threats and the risk they pose to economic growth across the region. Our unique value proposition, underpinned by Trellix XDR,

together with Alateeq’s reputation in the market, will allow us to continue having significant impact on every organisation’s ability to protect itself.”

The Middle East’s current threat landscape is dominated by ransomware groups and nationstate-sponsored targeted attacks. Trellix’s approach is to provide not only preventive technologies but detection and remediation solutions that address the sophistication of the modern attack campaign. Trellix has also been active in helping

& GM EMEA Emerging Markets at Nutanix commented, “Raif is a seasoned IT veteran with an illustrious career working at top global tech giants, where he was instrumental in planning and executing strategic initiatives that greatly contributed to the success of those companies. We are excited to now have Raif leading the business, overseeing our regional channel ecosystem, and interacting directly with commercial and enterprise customers. We believe that he will play a key role in chartering the next stage of growth for our company in the region.”

“I am delighted to be joining Nutanix at such an exciting time in the company’s growth journey,” said Raif. “Nutanix has established itself as a leader in hybrid multicloud computing, and I am thrilled to be part of a team that is committed to delivering world-class solutions and services to customers in South Gulf.”

organisations to safely recover in case of a compromise of their business operations.

Alateeq’s focus will be on protecting the ambitious digital transformation journeys of private and public enterprises amid a burgeoning threat landscape. Key sub-markets for his team will be GCC, the Levant and Egypt, where Trellix operates both directly and through channel partners. Current customers include those involved in the delivery and maintenance of critical infrastructures, as well as government and large enterprises.

“We go anywhere where cybersecurity is a topmost concern,” Alateeq said. “We are expanding rapidly in mid-market with our XDR offering since we see so much

Raif Abou Diab, Nutanix

expansion in the attack surface in this segment, exacerbated by a lack of protection against advanced attacks. This scenario is exactly what XDR is made for. Our platformbased approach provides detection of advanced attacks by leveraging artificial intelligence and by providing managed services through our partners as needed.”

Alateeq is a cybersecurity industry veteran with more than 13 years of experience across a rich array of roles. He holds a dual master’s degree in Management Information Systems and Enterprise Security Management. His many past roles in business and information technology give him a broad perspective on the intersection between business operations, IT, and cybersecurity, as well as a clear picture of digitalisation, government processes, and enterprises’ business

plans, and how to tackle the cyber challenges that threaten these areas.

“I have spent many years in Saudi Arabia on the front lines of the global cyber-war, watching attack surfaces expand and helping enterprises beat back their adversaries,” added Alateeq. “It has been clear to me for some time that if we are to prevail against threat actors, we must change our ways. That is why I am so excited to join Trellix. Its vision of building a Living Security model through the central pillar of XDR is a ray of hope for organisations across the region that find themselves under daily siege from ransomware gangs and state-sponsored actors. It is Trellix’s mission to empower these organisations to be more agile and prepared for the fight ahead — a fight I am now proud to join as part of the Trellix family.”

EPICOR APPOINTS CHIEF PRODUCT & TECHNOLOGY OFFICER

Epicor has announced Vaibhav Vohra has been appointed Chief Product and Technology Officer. With this move, the Product Development and Product Management teams will be unified under Vohra’s leadership, further enabling Epicor to deliver customer-centric SaaS solutions and continued innovation through AI, automation, and design.

“In his time at Epicor as Chief Product Officer, Vaibhav has been instrumental in driving our product strategy and spearheading the Epicor vision for the connected Data Supply Chain,” said Epicor CEO Steve Murphy. “We are confident that with Vaibhav’s leadership, we will continue to deliver the innovations and intelligence our customers across the Make, Move, and Sell industries require to compete in today’s marketplace.”

This transition comes after a collaborative succession planning

effort alongside Bill Wilson, who over the past year has served as Chief Technology Officer leading the Product Development organisation, delivering best-in-class, industryfocused technologies for Epicor customers. Wilson will continue serving as a technical advisor for all products and overseeing key customer initiatives, including leading the Retail product teams.

“Through powerful technologies including cloud computing, business intelligence, and AI we’re empowering our customers’ workforces – from the top floor to the shop floor – to reimagine how workstreams and collaboration across the essential industries get done,” said Vohra. “I’m excited to continue working across our product organisation to build the adaptive and agile cognitive ERP platform of the future, giving our customers an insight advantage to succeed.”

Vaibhav Vohra, Epicor

Khaled Alateeq, Trellix

MARKETING MINDS

Marketing is an important function across all businesses in all sectors. If partners didn’t pay attention to this task before, they are certainly seeing its value today. Investing in digital marketing strategies are becoming fundamental for growing revenues, acquiring new leads and enhancing brand image. In this section, marketing leaders who deal with the regional channel business shed light on how partners can improve their marketing and become active marketers for their own businesses.

PARVEEN

ASHFAQ

Marketing Manager, Cloudhost Technologies

How should marketers plan to respond to the economic instability?

I believe all marketers should be consistent in building their professional profile that focus more on tackling different mediums of business especially the need of the hour start-ups. COVID19 came addressing business projections which no humans would ever think to explore. My personal growth was all about self-learning – knowing market trends, grasp changes and learn to take up challenges where I can enhance my expertise.

What are the rising technologies for marketers to watch out?

I believe marketing itself is a trend that keeps developing and enhancing across different verticals and industries we work for. What should matter is developing multi – talented skills which marketer can help any organization to for-see and project business growth.

AMRITA

GHANTY

Channel and Field Marketing Manager – Regional, GulfIT Network Distribution

How should marketers plan to respond to the economic instability?

I read this somewhere and it has inspired me “You should never have to prove to anyone that you belong at the table you are already sitting at”. Don’t waste time getting the work done – you’re there to do a job you are qualified to do, and no one can take that away from you. The prime goal is to remain consistent and focus on retaining existing customers. Conduct market research to analyze past and current performance matrix to plan your next steps efficiently. Meanwhile it would be foolishness to cut down on the marketing budgets

What are the rising technologies for marketers to watch out?

AI, Data Security, Cloud Security and API Security are the latest trends in the market.

How should marketers plan to respond to the economic instability?

To respond to the economic instability, marketers should realign priorities and find the right balance between short term and strategic objectives. Measure and analyze at every step, and be proactive in pivoting to the buyers’ shifting priorities.

Stay closer (than ever )to the sales force and work jointly to define tactics that accelerate the sales cycle for high value accounts .It’s critical to understand every stage of the sales funnel and make informed decisions on where to allocate marketing funds , based on metrics such as customer acquisition costs (CACs) and customer lifetime value (CLV).

Also keep it relevant. Perhaps value propositions, the overall tone and voice of the brand needs to be adjusted to better resonate with the targeted audience.

What are the rising technologies for marketers to watch out?

Metaverse and AI-powered tools are the rising technologies for the marketers to watch out for.

How should marketers plan to respond to the economic instability?

Marketers should be fully aware of what’s happening in the wider world and conscious of how organisations are being affected. Maintaining alignment across a business and with partners is really important to customer happiness.

Though market volatility can be a challenge, it can also open doors for new opportunities such as building new strategic partnerships and creating mutually beneficial marketing plans. Marketers need to be adaptable and open to changing their plans as needed to optimise Return On Investment (ROI). It is important to be flexible, stay agile, test new approaches and be open to feedback .

Each business and industry has its unique challenges and opportunities so there isn’t a solution that works for everyone. That’s why it’s important to keep an open mind while navigating different market conditions, continuously assess the situation, gather data and adjust your marketing strategy accordingly.

What are the rising technologies for marketers to watch out?

There are several rising technologies that marketers should watch out for as they have the potential to significantly impact marketing strategies and campaigns. Some such as Artificial Intelligence (AI) and Machine Learning (ML) which have already begun to transform the marketing landscape by allowing us marketers to analyse data, personalise customer experiences and optimise campaigns. Furthermore, Augmented Reality and Virtual Reality offer immersive and interactive experiences to engage customers. Marketers can leverage these technologies to provide virtual product demonstrations as an example.

Generative Artificial Intelligence is another interesting trend for marketers to watch out for. Everyone is still working out how to use it and make it work for them. There’s a concern about how accurate it is and there have been high profile cases demonstrating the risks of using it. So, as with many trends, we need to keep an open mind, but be vigilant in how it is implemented.

I have also noticed that Privacy and Data Protection laws are being enforced rigidly in the Middle East. As privacy concerns rise, marketers should pay attention to technologies that enhance data protection and compliance. Tools are evolving to ensure marketers can maintain trust and comply with evolving privacy regulations. It’s important for marketers to stay informed about emerging technologies and their potential applications in marketing.

DONA ISSA

Marketing Lead, META at Lenovo Infrastructure Solutions Group

SIRIN AKROUK

Regional Marketing - Middle East & Emerging Africa, Pure Storage, Inc

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