Channel Insights Issue 07

INSIDE

TRANSFORMING CHANNEL LANDSCAPE

CHARTING THE PATH FORWARD

NAVIGATING EMERGING MARKETS

EXCELLENCE GUIDING TOWARDS

THE PARTNERSHIP BETWEEN SYSCOM AND FORTINET TAKES CYBERSECURITY TO NEW HEIGHTS

HYPE OR REAL DEAL

AI in channel transformation is not mere hype; it’s a tangible reality reshaping how businesses operate and engage with customers. With the launch of ChatGPT in November 2022, generative AI has entered a phase of immense potential. It’s poised to revolutionise enterprise operations, enabling competitiveness and effective risk mitigation. Valuable applications for generative AI are emerging across industries, creating a transformative ripple effect. AI-driven technologies streamline processes, optimise workflows, and enable personalised customer interactions.

While there’s excitement and high expectations surrounding AI, its transformative potential is undeniable. It’s a vital component of any forward-thinking channel strategy. Players in the channel sector need to align their strategies with AI’s potential. They can harness its capabilities to boost operational efficiency, create personalised user experiences, and explore profitable opportunities, especially in domains like AIOps, chatbots, predictive analytics, workflow streamlining, and cybersecurity. Gain insights from industry leaders to understand AI’s significance in reshaping the channel industry.

In our quest for remarkable narratives, we sought wisdom from distinguished industry leaders, each generously sharing their dynamic journeys. Visionaries such as Hamid Ansari from Syscom and Alain Penel from Fortinet offered their experiences, imparting valuable insights into the ever-evolving realms of IT and cybersecurity. Their stories serve as guiding beacons, providing inspiration and invaluable lessons for those pursuing excellence in these crucial domains.

In an ever-changing world, the synergy between technology and channel partnerships remains a cornerstone of progress. The Channel Insights Summit 2023, hosted by us, exemplified this confluence. It explored innovative ideas and honored luminaries in the regional channel industry who made exceptional contributions. The highlight of this edition is the celebration of these Channel Pioneers.

Additionally, we feature interviews with senior executives from HPE Aruba Networking, Mindware, AMPCONNECT, Nutanix, and respond.io. These leaders offer insights into their strategies, focusing on innovation, customer alignment, and adapting to the changing dynamics of technology partnerships. These perspectives shed light on the evolving landscape and the numerous opportunities within the technology industry.

We also have an article on the importance of budget optimisation and consolidation in the channel. It highlights the value of integrated solutions, automation, and efficient communication.

Enjoy your 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

SolarWinds Unveils Enhancements To Channel Partner Programme

SolarWinds has announced new updates to its Transform Partner Programme designed to accelerate growth and drive revenue for partners, including increased benefits, a new go-to-market approach, new revenue pools, cloud marketplaces, and more.

SolarWinds launched its Transform Partner Programme last year to enable industry-leading technology partners to better support their customers’ digital transformation and innovation efforts. On the heels of the programme’s success, SolarWinds is seeking new ways to better support its partners. This includes allowing partners to qualify for top tiers more

easily and increased access to new revenue opportunities and benefits. The programme will also offer additional opportunities for partners, flexibility in how partners can achieve their targets, and specialisation options and benefits for Database and ITSM products.

“We are pleased with the positive response from partners about how SolarWinds Transform Partner Programme is helping them grow their business,” said Chad Reese, President of Sales and Global Channel Chief. “The programme has already had an amazing impact on both our business and our partners’ success, with a

strong Net Promoter Score demonstrating positive feedback from partners. That’s why we are adding even more improvements to our channel offerings this year.”

The SolarWinds Transform Partner Programme creates greater opportunities for shared

growth by making it more straightforward for partners to offer customers SolarWinds world-class technology solutions, including comprehensive full-stack observability powered by AIOps, database, service management, security, and automation capabilities.

With over 300,000 customers, including 96% of the Fortune 500, SolarWinds consistently delivers simple, secure, AI-powered solutions. The SolarWinds Transform Partner Programme allows partners to leverage SolarWinds offerings to help drive digital transformation for their customers, enhancing operational efficiency, optimising performance, and strengthening their overall IT infrastructure.

SentinelOne And Mandiant Bolster Strategic Partnership

SentinelOne and Mandiant announced an expanded strategic partnership through which they intend to arm organisations of all sizes with industry-leading threat intelligence capabilities directly within the SentinelOne Singularity Platform.

“The cybersecurity threat landscape is rapidly evolving, with attacks becoming more numerous and sophisticated by the minute,” said Ric Smith, Chief Product and Technology Officer, SentinelOne. “To keep their critical infrastructure safe, security teams need advanced, intelligence-led solutions that enable them to better understand who’s targeting them and prepare for threats before they impact their business, and we are pleased to be teaming with Mandiant to provide these capabilities.”

Through the expanded partnership, SentinelOne will deliver Mandiant’s industry-leading threat intelligence to customers in

the Singularity Platform.The new offering will enhance SentinelOne’s native threat intelligence by providing organisations with a deeper understanding of their threat landscape and enabling them to monitor emerging threats in near-real time, proactively reduce risk and quickly identify adversaries in their environment.

“Over the last 18 months, Mandiant and SentinelOne have partnered to deliver highly adaptable and intelligence-led security solutions to customers,” said Marshall Heilman, Mandiant CTO, Google Cloud. “The expanded strategic partnership marks a major milestone in our journey to democratise our threat intelligence and make it actionable for everyone. By OEMing our frontline threat

intelligence and expertise in leading cybersecurity technology, we can enable customers of all sizes to enhance their threat intelligence and investigations with the power of Mandiant in their preferred platform of choice.”

Recognised by enterprises, governments and law enforcement agencies worldwide as the market leader in threat intelligence, Mandiant provides early threat insights through unmatched intelligence and response expertise for the highest-profile incidents. A pioneer and leader in autonomous cybersecurity, SentinelOne provides a market-leading AI-powered platform to protect the entire enterprise. In combining their strengths, the companies can deliver unparalleled innovation, unmatched expertise and superior protection for their customers.

To learn more about the SentinelOne-Mandiant partnership and the value it can deliver, click here.

Cloud Box Technologies Enhances Its Security Portfolio With A State-OfThe-Art Security Operations Center

24/7 surveillance for networks and IT infrastructure. Furthermore, it leverages an internal threat intelligence knowledge base and also uses external data from partners and regulators to promptly detect, identify, investigate, and analyse cyber threats in real-time. Cybersecurity extends beyond risk management and encompasses strategic aspects that influence product capability, organisational effectiveness, and customer relationships, based on unique customer requirements.

now capable of assisting their clients in formulating a comprehensive cyber strategy that encompasses the dimensions of risk, business, and culture. This will prove to be a valuable asset in their endeavours towards digitisation, as it will enable them to establish a secure environment.

Cloud Box Technologies (CBT), a specialised IT services provider, has announced the launch of its cutting-edge Security Operations Center (SOC) in Dubai. The SOC, implemented by RA Technologies, a subsidiary of CBT, is primarily built to cater to local customer requirements. It is equipped with the latest technology tools to enable 24/7/365 threat monitoring, detection, and targeted response support, ensuring rapid identification and containment of security incidents. The SOC is also fully compliant with regulatory standards.

The role of RA Technologies is to offer expertise to safeguard customer networks against potential security breaches. The SOC utilises cutting-edge tools and technologies to detect any alterations in cyber threats and promptly respond with appropriate countermeasures.

The Security Operations Center (SOC) is capable of providing uninterrupted

Ranjith Kaippada, Managing Director of Cloud Box Technologies said “As businesses are becoming increasingly connected, digital transformation of enterprises is inevitable. Leveraging our expertise in understanding customer’s business, we are uniquely positioned to develop a comprehensive strategy, establish effective leadership, communicate a clear plan to management, and prepare the organisation to tackle the challenges of tomorrow.”

“In recent times, there has been a substantial global investment in digital infrastructure. It is imperative to safeguard these investments from potential threats, and this is where a SOC plays a crucial role. We assess risks thereby enhance resilience which subsequently enhances the customer’s security posture and facilitates efficient and heightened security capabilities.” Kaippada added.

With the implementation of the new SOC, Cloud Box technologies is

Biju Unni, Vice President at Cloud Box Technologies said, “Our team at RA Technologies has a thorough understanding of the security implications and strives to pre-empt potential threats and actual attacks. This approach helps clients mitigate potential hazards and stay ahead of the security curve. Our proficiency in SOC dynamics, local intricacies, regulatory requirements, and the latest technologies enables our Security Operations Center to provide end-toend assistance at every step.”

Cloud Box Technologies’ customers will have the advantage of unprecedented security with the newest state-of-the-art SOC. It provides continuous protection with 24/7 monitoring, real-time security intelligence to effectively identify and mitigate cyber threats, comprehensive risk management to quickly detect and respond to potential issues, and threat prevention powered by a deep understanding of the threat landscape. CBT’s proactive incident response strategies can help identify weaknesses within the customer network.

Apart from staying ahead of cyber threats and damages, the SOC will also bring a curb on expenses associated with security breaches, help provide customers with frequent compliance reports, and aid in regulatory compliance with laws like HIPPA and GDPR.

Mindware And BitTitan Sign VAD Partnership Agreement

Mindware announced its distributor partnership with BitTitan, a premier provider of cloud migration solutions. As per the terms of the agreement, Mindware will market and distribute BitTitan’s suite of migration solutions for managed services automation, enabling the vendor to broaden its SaaS migration services within the Middle East and Africa region. This strategic partnership aims to provide regional businesses of

all sizes with a seamless and efficient experience when they need to migrate data to the Cloud or between tenants.

Speaking about the partnership, Silmi Khanfir, Director of Cloud & XaaS at Mindware commented: “Businesses are transforming, and so is their IT spend strategy. We live in a digital, and datadriven world where migration to the Cloud securely is a constant challenge faced by enterprises. BitTitan’s fully

automated, industry-leading SaaS solution simplifies Cloud migration projects. Mindware’s collaboration with the company will give our current and potential customers the tools required to expand and operate in the Cloud with enhanced efficiency, security, and productivity. The company’s robust solution portfolio will help Mindware’s

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channel partners to play a vital role in aiding enterprises to digitally transform with confidence while optimising time and resources.”

Companies and organisations around the globe are migrating to the cloud and between cloud tenants in response to ongoing trends. Migration activity has increased as a result of mergers, acquisitions, and divestitures. Moreover, companies are requiring migrations as they move more to the cloud to support remote work and workplace modernisation. Technology changes, including cybersecurity concerns and Microsoft’s upcoming end to active and security support for Exchange Server, are also driving migration activity. IT teams and Managed Service Providers (MSPs) are looking for an intuitive yet customisable migration tool that will handle projects of every size and type.

BitTitan’s secure, fast, and scalable MigrationWiz is the industry-leading, 100% SaaS solution that enables users to quickly and securely migrate email, files, and other workloads from a wide range

of source and destination endpoints. The company has customers in over 180 countries and has successfully migrated more than 28 million users.

Mindware supports 4,000+ partners across the region. With the new VAD partnership, BitTitan will have increased presence in the region and be able to leverage trusted channel partnerships of Mindware.

The two companies will work together on several key initiatives including identifying cloud partners who align with the vendor’s goals; offering BitTitan product and technical training and certification; digital marketing

Healthcare Sector Lags Behind In Hybrid Multicloud Adoption

Nutanix has unveiled the healthcare industry findings of its Enterprise Cloud Index (ECI) study, which shows progress in cloud adoption. According to the research, companies in the healthcare sector lag behind the overall average for other industries; however, they are expected to grow from 53 percent to 74 percent over the next three years, in line with the global trend towards multi-cloud IT infrastructures, which include a mix of private and public clouds.

Hybrid multi-cloud is also the operating model with the highest expected growth among all companies surveyed in the ECI. Half of the percentage of respondents in the healthcare sector (6 percent), compared to the overall, cross-industry response (12 percent), have adopted the hybrid multi-cloud model.

However, those in the healthcare sector expect to increase hybrid multi-cloud deployments by more than seven times (38 percentage points) over the next three years, reaching a penetration of 44%. In addition, some healthcare companies

plan to start using multiple public clouds (multiclouds) as a single IT infrastructure, increasing the use of this model from the current 0% to 8% by 2026. Respondents were asked about the cloud challenges they are facing, how they run business applications, and where they plan to do so in the future. Below are the key findings of the study.

Cybersecurity is the main driver for investment in IT infrastructure. Cybersecurity was cited by 13 percent

campaigns including webinars and social media activations; and joint participation at live in-region events to build brand awareness, generate demand, and attract the attention of industry leaders and decision-makers.

Lon Clark, Sr. Director, Global Channel Sales, at BitTitan said: “BitTitan is thrilled to partner with Mindware, a leading distributor in the Middle East and Africa. Our commitment is to enable our partners with the solutions they need to ensure swift and secure data migration for customers.”

“Together with Mindware, we’re providing our partners with a single source for best-of-breed cloud migration solutions capable of managing multiple cloud workloads. Whether migrating between instances of tenant-to-tenant environments or Microsoft Teams, MigrationWiz provides a seamless migration experience for end-user companies, ensures a high level of customer satisfaction, and enables our partners to achieve continued business growth,” he concluded.

of respondents as the main driver driving their IT infrastructure purchase decisions, followed by data sovereignty (12 percent) and cloud and on-premise execution flexibility (9 percent). Costs were cited by only 4% of respondents although the majority of respondents put cost control at the top of their list of challenges. In fact, 86% of healthcare respondents cited cloud cost control as a challenge in managing their current IT infrastructure and more than a third (36%) cited it as a ‘significant’ challenge.

Mixed environments create new challenges and require a single place to manage all workloads and data. 96% of healthcare organisations agree that ideally, they should have a single platform to manage their different public and private infrastructures. As a result, the majority of healthcare companies surveyed cited disaster recovery (42 percent) as the main challenge in managing mixed infrastructures. This is followed by the visibility of where data is located (41%), data analysis and orchestration (40%), and data storage costs (40%).

Application mobility comes in the first place. All healthcare organisations have moved one or more applications to a

new IT environment in the last 12 months. Security and sustainability (40% both) are cited as the most frequent reason for such a move.

“It is clear from the report that hybrid multi-cloud will be the IT infrastructure model of choice for healthcare providers in the future. Any conversation about how the hybrid infrastructure is evolving in an organisation should include new and emerging technology such as AI, machine learning, and edge computing. These technologies will undoubtedly introduce new challenges, but they will also help achieve business and revenue goals faster,” says Mohammed Abulhouf, Senior Director & GM EMEA Emerging Markets at Nutanix.

For the fifth consecutive year, Vanson Bourne conducted a study on behalf of Nutanix, interviewing 1,450 IT decision-makers worldwide between December 2022 and January 2023. The research complements the fifth annual Nutanix Enterprise Cloud Index study and focuses on cloud deployment and planning trends in the healthcare industry, based on responses from 250 IT professionals in that market. It highlights the plans, priorities, and experiments of cloud providers in the healthcare sector and includes comparisons of multi-cloud activity in the healthcare sector with that of other markets and countries. The respondent base spans multiple industries, company sizes, and the following geographies: Americas, Europe, Middle East and Africa (EMEA), and the Asia Pacific Japan (APJ) region.

For more information on the global report and results, the fifth edition of the Nutanix Enterprise Cloud Index is available here.

Acronis Introduces Advanced Automation To Simplify MSP Business Operations For Enhanced Productivity

Acronis announced the general availability of Acronis Advanced Automation. Building on Acronis’ proven track record of delivering integrated solutions that help partners streamline and simplify their services, Acronis Advanced Automation helps MSPs transition from simple break-fix services to cloud-centric, subscription-based services that require a new approach to billing and contract management.

Complexity is a common challenge for MSPs, driven by the numerous business initiatives focused on innovating their products, delivery models, and value-added services. Acronis Advanced Automation is a solution for small and midsize MSPs worldwide who want to simplify and streamline their business operations. With centralised control and management of services, complete time tracking and staff utilisation capabilities, and automated, consumption-based billing, Acronis empowers MSPs to gain full visibility of their contracts, delivery, tickets, and work items — maximising revenue and improving client trust.

“New use cases for native automation solutions continue to emerge in the IT industry and Acronis offers a product that allows MSPs around the world to automate their operations and make better, data-driven decisions. Whether emerging as a startup or evolving to maturity, Acronis Advanced Automation helps service providers control and grow their managed service business”, said Patrick Pulvermueller, CEO at Acronis. “We’re excited to continue bringing new, innovative automation tools to our Cyber Protect Cloud solution and help MSPs expand their businesses.”

Advanced Automation offers MSPs robust capabilities to fuel business growth, including error-free invoices and billing, an integrated service desk, automated time tracking, and support for subscription-based services. These capabilities enable:

• Increased efficiency: Advanced Automation helps MSPs streamline workflows, automate repetitive tasks, and reduce manual effort, allowing for a greater focus on high-value activities.

• Reduced friction in business operations: Advanced Automation simplifies support for subscription-based services.

• Improved productivity: Advanced Automation provides a single platform for managing customer data, tickets, projects, and billing, so MSPs can save time and effort to ultimately deliver faster, more effective services.

• Enhanced customer and employee satisfaction: Advanced Automation helps MSPs better manage customer interactions, and improve communication and responsiveness, leading to an increase in customer satisfaction.

• Greater profitability: Advanced Automation automates processes and reduces manual efforts, which allows MSPs to improve their operational efficiency and profitability.

“Acronis Advanced Automation has automated our invoicing process,” said Alex Presman, President at Racom Business. “We love how it ties in with QuickBooks and makes transferring invoices and data so easy.”

Acronis Advanced Automation is available for existing Acronis MSP partners, and also those starting a new MSP business. Interested in implementing the solution? For more information, visit: https://www.acronis.com/en-eu/products/ cloud/cyber-protect/automation/

To learn more about Acronis Advanced Automation, check out the latest blog here: https://go.acronis.com/advancedautomation-blog

DTEN And Redington Partner To Transform Collaboration Solutions Experiences

DTEN, a provider of video conferencing and collaboration solutions, announced they’ve signed a distribution agreement with Redington Limited, the technology integrator and innovation powerhouse, as part of their continued growth plans across EMEA.

Redington is a thriving US $10 billion technology solution provider with a network of 290 international brands in the IT and mobility spaces across 38+ markets. They will serve as one of DTEN’s official distributors for the Middle East, Africa, and Turkey, and will market and sell the full portfolio of DTEN Video Collaboration Solutions as part of the comprehensive offering to its partner network.

Doug Remington, EMEA General Manager of DTEN said, “We are very excited to have entered this new partnership with Redington and see huge value in working with

their dynamically evolving company, bringing a comprehensive reach across our emerging markets in EMEA. We consider this new partnership as a significant milestone in our go-tomarket strategy to provide the highest level of service to DTEN customers in the Middle East and Africa, where our brand is developing rapidly. This close collaboration with the Redington team will help deliver significant growth potential in the coming years.”

According to Viswanath Pallasena, CEO, Redington Middle East and

BeyondTrust Achieves ISO 27001:2022 Certification

BeyondTrust announced the company has achieved ISO 27001:2022 certification.

The ISO 27001 standard applies a holistic management system approach to information security to address governance, organisation roles and responsibilities, processes, and technology to meet the business’s information security risk management objectives. ISO 27001:2022 is the latest version of the international standard for Information Security Management Systems (ISMS), published by the International Organisation for Standardisation (ISO).

Aprio LLP, a nationally recognised business advisory and CPA firm, conducted the meticulous certification process.

As one of the first in its industry to obtain ISO 27001:2022 certification, BeyondTrust demonstrates its commitment to preserving the security and confidentiality of sensitive information and customer data. Certification underscores

BeyondTrust’s comprehensive Information Security Management System (ISMS) of developing, operating, and administrating Privileged Password Management, Endpoint Privileged Management, and Secure Remote Access. BeyondTrust’s deployment of cutting-edge technical controls, advanced encryption protocols, continuous monitoring, threat detection, robust incident response mechanisms, and routine security assessments work harmoniously to mitigate risk, while assuring customers that their entrusted data is shielded against cyber threats and unauthorised access.

“ISO 27001:2022 reflects enhancements and modernisation to the internationally recognised ISO 27001:2013 information security standard,” said Dan Schroeder, Leader of Information Assurance Services at Aprio. “We are excited and proud to serve as the ISO 27001 Certification Body for BeyondTrust as they leverage this important new standard to drive continuous improvement for security

Africa, “The partnership with DTEN complements and strengthens our range of products and enables us to provide leading collaboration solutions across the Middle East.

“By combining DTEN’s technical knowledge and innovative portfolio with our long-standing reputation and unparalleled logistics support, we can provide the reseller and systems integrator community with a wellrespected, new resource for their Microsoft Teams and Zoom room needs. We look forward to working closely with our channel network and taking this collaboration to new heights.”

DTEN solutions are available to order from Redington with effect immediately. For more information, please contact DTEN’s Regional Manager, Ahmad Fayyadh (ahmad. fayyadh@dten.com), or visit: www. DTEN.com

of their customer and other sensitive data amidst an ever-increasing threat landscape.”

“BeyondTrust’s ISO 27001:2022

certification reaffirms our dedication to prioritising customer data security,” said Justin Sparks, Director, IT Governance, Risk & Compliance at BeyondTrust. “This achievement highlights our commitment to providing customers with the utmost protection against cyber threats and unauthorised access, ensuring their peace of mind and confidence in our products and services.”

Industry certifications maintained by BeyondTrust can be seen by visiting: https://www.beyondtrust.com/security/ industry-certifications

REIMAGINING EXECUTIVE ROLES

The evolution of technology is significantly impacting both the corporate workspace and the decision-making processes of top-level executives. This transformative effect is not only reshaping the roles of C-level executives but also revolutionising their operational strategies. Within this context, Philippe Jarre, President of Mindware Group, emphasizes how crucial it is to examine the essential role that distributors play in facilitating and managing this paradigm shift.

How has the rapid evolution of technology influenced the decisionmaking processes of top-level executives in today’s corporate landscape, and what significant changes have you observed?

The rapid evolution of technology together with an era of data-driven approach have changed the way decisions are being taken. Executives are leveraging advanced analytics and machine learning to extract valuable insights from this data, improving the quality of decisions being taken to ensure proper return on investments. Real-time data and reporting have compressed decision-making cycles allowing executives to respond swiftly to changing market dynamics, adjusting strategies and tactics on the fly to capitalise on opportunities or mitigate risks.

In today’s world, with more focus on a customer-centric approach, the granularity of customer data allows executives and their organisation to tailor-make products and services, have a joint go-to-market strategy, and cocreate services in line with their needs.

Can you provide examples of how technology is reshaping the traditional roles and responsibilities of C-level executives within organisations? Every C-level executive is consuming technology in the line of business. Technology is no longer confined to the IT department. Functions like HR, Marketing, Operations, and Finance are all dependent on technology. As a result the executives are taking on a more strategic role by using data to guide investment decisions and assess the business implications of digital initiatives.

In what ways do you see technology-driven transformation revolutionising the operational strategies of businesses, and how can C-level executives effectively navigate these changes?

Automation, IoT, and supply chain technologies have transformed the COO’s role. They are responsible for

Mindware has invested in the e-commerce platform to ensure to reach a customer base outside of the traditional region and to reach all decision makers within the organisation. The E-commerce platform automates the entire

and solutions they offer. They can provide valuable insights and recommendations to organisations and executives, helping them make informed decisions about which technologies to adopt based on their specific needs and goals.

management. By launching Mindware’s e-commerce platform www.store.mindware.net we provide customers with the purchasing options they expect while staying ahead of the curve.

optimising operations, ensuring supply chain resilience, and driving efficiency through technology adoption.

Considering the evolving technological landscape, what crucial role do distributors play in assisting organisations and executives in managing this paradigm shift?

Distributors play a crucial role in assisting organisations and executives in managing the paradigm shift in the evolving technological landscape. This shift is characterised by rapid advancements in technology, digital transformation, and changing consumer preferences. Here are some key roles that distributors play in helping organisations navigate this transformation: Distributors often have direct access to the latest and most advanced technological products and solutions. They can serve as a bridge between technology manufacturers and organisations, ensuring that executives have access to the tools and innovations necessary to stay competitive. Distributors usually have indepth knowledge of the products

What specific challenges and opportunities do distributors face as they adapt to the changing demands of businesses in a technology-driven era? One of the primary challenges lies in talent acquisition and development. The competition for specialised talent in emerging technologies is intense, making it crucial for distributors to invest in employee training and development programmes to nurture a skilled workforce capable of adapting to rapid technological shifts. Another persistent challenge is keeping pace with the rapid evolution of the technology landscape. Distributors must continuously update their knowledge and offerings to remain relevant and competitive in a market where change is constant. Additionally, increased competition among distributors due to lower entry barriers in the digital era presents a challenge in standing Embracing new technologies like the Internet of Things (IoT) and edge computing opens doors to new markets and partnerships in areas such as smart cities, industrial automation, and healthcare. Offering consulting and services for digital transformation can help businesses navigate the challenges of the digital era effectively.

Developing robust e-commerce platforms allows distributors to reach a broader audience and streamline procurement processes. Mindware has invested in the e-commerce platform to ensure to reach a customer base outside of the traditional region and to reach all decision makers within the organisation. The E-commerce platform automates the entire purchasing process, from order processing to inventory

Can you share insights into the strategies and initiatives that distributors are employing to facilitate and support businesses in leveraging technology for their growth and success in today’s dynamic corporate workspace?

Distributors are now becoming the Catalysts of transformation. They are critical in ensuring that enterprises can successfully manage the difficulties of the digital world. Distributors’ diverse involvement in this landscape takes on multiple dynamics:

Acting as an aggregator, distributors consolidate a diverse array of technological solutions from various vendors, simplifying the often complex decision-making process for executives. Distributors offer a centralised platform where C-level executives can explore an extensive selection of products and services tailored to their organisation’s specific needs.

In addition, the role of distributors is steadily evolving into that of a trusted advisor. We are not merely intermediaries between technology providers and businesses; we have cultivated a deep and comprehensive understanding of the ever-changing technological landscape. This understanding empowers us to provide top-level executives with valuable insights and strategic guidance that extend well beyond the traditional scope of distribution. We assist in aligning technology solutions with overarching business objectives, helping executives make decisions that drive growth, enhance efficiency, and bolster competitiveness. Our role transcends mere product recommendations; it encompasses a holistic approach to addressing the complex challenges and opportunities posed by the digital revolution.

purchasing process, from order processing to inventory management.”

TRANSFORMING CHANNEL LANDSCAPE

AI is gradually reshaping the channel industry, with an emphasis on enabling enterprise-level solutions. Channel professionals must align with AI’s potential to enhance efficiency, personalize experiences, and offer new lucrative ventures, particularly in areas like AIOps, chatbots, predictive analytics, workflow optimization, and cybersecurity. We have gathered valuable perspectives from channel leaders to grasp the importance of AI in reshaping the channel industry.

first be optimised. Silos must be broken down, data sets defined and translated into appropriate formats, data flows understood and systems must be streamlined.

Karthikeya Bhatt Regional Channel Manager - MEA at Kissflow

In today’s AI-driven landscape, how might Generative AI reshape the channel industry?

While in the long term, there is no contesting the inevitability of AI, at present, the pace at which AI is set to transform the channel is gradual at best. While Generative AI has ballooned in popularity over the last year, the hype has largely been consumer-driven.

In the enterprise space, truly impactful and revolutionary use cases are still few and far between. Instead, in this context, AI is in its nascent stages, with vendors having made advancements that are well ahead of the appetite of the customer base. The focus has been on features, rather than on solutions – which while being an impressive demonstration of capabilities, doesn’t always address the fundamental business outcomes customers are looking to achieve.

So, the channel should consider this to be the inflection point. The writing is on the wall – AI is set to be a transformative force in the modern business landscape. But with customers still testing the waters rather than diving into the deep end, channel partners need to position themselves as enablers of the revolution. For AI solutions to be effective, the IT environments they operate in must

Partners that prepare for this shift, moving from merely reselling solutions, to actually focusing on design, delivery, and support will become the most relevant when the inevitable mass adoption of AI in the enterprise gains momentum.

Which specific AI-based applications and services hold promise as lucrative ventures for channel partners?

In many ways, the AI landscape today resembles that of cloud computing from a decade or so ago. The interest is clearly there, but concerns around compliance, security, integration and so on are holding customers back. As the industry matures and these concerns are addressed, uptake will rise and AI will have the potential to permeate and enhance every aspect of the modern enterprise.

So, the opportunity for partners lies in playing the role of trusted advisor, and guiding customers in their journey to embedding AI into more of their processes and workflows. As with the cloud, they will have the potential to build their engagements with customers by first targeting non-mission critical systems and applications. Then as confidence builds, they can go after the more complex and lucrative projects involving critical systems.

Furthermore, how crucial is it to realign existing channel operations to stay in step with these transformations?

It is clear that the government in the UAE

has clear intent for AI to be extensively leveraged in the country. As far back as 2017, the nation demonstrated its foresight, becoming the first in the world to appoint a Minister of AI. With the government’s intent being so strong, there is no doubt that private sector entities will follow suit. Channel partners that fail to align with the trend will become increasingly irrelevant, superseded by their peers who have already begun to adapt to the technology today.

Eelco Wanders

Vice President, Alliances & Channel Ecosystems, EMEA at ServiceNow

In today’s AI-driven landscape, how might Generative AI reshape the channel industry?

Gen AI is set to transform the channel industry by automating and enhancing the value chain. At ServiceNow, we excel in delivering digital workflows for exceptional experiences and productivity. Through tools like Process Mining, Now Assist, Now LLM, and IntegrationHub, Gen AI automates code creation, predictive algorithms, and customer scripts, reducing time-to-market. It enables personalized customer experiences at scale, enhancing loyalty. Imagine channel partners offering tailor-made

ServiceNow apps generated by AI. Gen AI acts as a force multiplier, allowing professionals to focus on strategic tasks while AI handles routine and complex ones, boosting efficiency, innovation, and value creation.

What novel possibilities does AI bring to the forefront for channel professionals?

AI technologies offer myriad opportunities for channel professionals to redefine their roles and add value to their organizations. For example, AI-driven analytics can provide real-time insights into market trends and customer behavior, enabling channel professionals to make data-driven decisions quickly. Additionally, AI can automate the qualification and prioritization of leads, allowing sales teams to focus on high-value prospects.

We believe in the power of a Connected Ecosystem and AI facilitates enhanced collaboration between vendors, channel partners, and end-users through intelligent recommendation systems and automated communication platforms. This creates a more cohesive ecosystem, which is essential for delivering complex solutions that require multi-stakeholder involvement.

Which specific AI-based applications and services hold promise as lucrative ventures for channel partners?

Several AI-based applications and services are emerging as lucrative opportunities for channel partners. Here are just a few areas that are particularly promising:

1 AI-Driven IT Operations (AIOps): As businesses increasingly rely on complex IT infrastructures, AIOps provides real-time monitoring and predictive maintenance, reducing downtime and improving operational efficiency.

2 Chatbots and Virtual Assistants: These can be integrated into an organization’s customer service management (CSM) platform to provide 24/7 support, thereby improving customer satisfaction and reducing operational costs.

3 Predictive Analytics for Customer

Service: AI algorithms can analyze historical data to predict customer behavior and needs, allowing for proactive service measures.

4 Automated Workflow Optimization: AI can analyze workflow patterns and suggest optimizations, making processes more efficient and reducing manual labor.

5 Cybersecurity Solutions: Given the increasing number of cyber threats, AI-driven security solutions can offer real-time threat detection and response.

creative ways of vendors reaching customers or vice versa, customers finding products.

What novel possibilities does AI bring to the forefront for channel professionals?

Channel professionals, like their peers in other industries, must use AI tools to their advantage to excel in their career and grow. Let me give a couple of examples. From an administrative perspective, channel professionals can use AI to help them write better e-mails, build better plans, and automatically update their systems. From a market facing perspective, channel professionals need to know how to leverage AI tools that optimize product listings for better visibility or optimize pricing. For distributors, it will be vital to use tools that can drill into massive amounts of data to optimize inventory levels and keep operations lean.

Rabih Itani

In today’s AI-driven landscape, how might Generative AI reshape the channel industry?

While discriminative AI tools are helping the channel ecosystem classify datasets for clearer decision making, Generative AI tools are enabling the channel with new capabilities such as natural language queries, accurate summaries, and automated response. Both types of AI tools, discriminative and generative, will re-shape the industry in three primary ways:

1 More Speed and Scale: AI tools will help the channel work with clearly classified and well identified vendors and/or partners at speed and scale.

2 Industry Shakeup: Channel partners who do not tap into AI tools will see themselves losing business to competitors that are leveraging AI — for example, to come up with optimized pricing strategies — to become more efficient and easier to do business with.

3 New Communication Channels: AI tools will open the door for new

Which specific AI-based applications and services hold promise as lucrative ventures for channel partners?

Apart from AI tools that will optimize the channel partner business in terms of decision making and processes, there are numerous AI based applications and services that channel partners can leverage to generate new and lucrative revenue streams or to operate at higher profit margins.

To cite an example from the cybersecurity sector, of how AI is changing the way SecOps operate, channel partners can now provide highly competitive, highly accurate, and highly responsive Managed Security Services by integrating AI threat detection tools. Discriminative tools will act as security analysts in software, capable of surfacing attack signals at speed and scale, triaging and prioritizing them, and then furnishing the human analyst with enriched and classified data to respond and conduct further hunting or forensics. What’s more, Generative AI tools can be trained to provide attack and incident summaries, automated responses, and response playbooks, all while providing the human analyst with the natural language queries option.

Regional Channel & Technology Alliances Manager for Middle East, Africa & Turkey at Vectra AI

GUIDING TOWARDS

EXCELLENCE

Hamid Ansari: Leading Syscom into a Tech-Driven Future

In the ever-changing realm of Information Technology, visionary leaders are indispensable. Syscom, a prominent IT consultancy and system integrator, is fortunate

to have such a dynamic leader - Hamid Ansari, the Managing Director. With over two decades of experience in the tech industry, Ansari has not only elevated Syscom to new heights but has also made a lasting impact on the regional IT market.

Ansari’s journey to lead Syscom underscores his unwavering commitment to IT. He began

as a salesperson in a system integration company, where he showcased leadership and problem-solving skills, as well as an ability to understand customers’ needs in the region. In 2013, he founded Syscom with a vision to become a successful global IT company trusted by customers worldwide. Syscom expanded its operations to more

Discover the dynamic journeys of visionary leaders Hamid Ansari of Syscom and Alain Penel of Fortinet as they navigate the ever-changing landscapes of IT and cybersecurity.

than seven countries across the globe, conquering new heights.

Under Ansari’s guidance, Syscom has thrived, becoming a trusted partner for businesses seeking innovative IT solutions. He emphasizes the importance of adaptability and innovation in Syscom’s success. Syscom’s commitment to innovation is evident in its diverse range of services, from unified communications and cybersecurity to managed services and digital transformation.

Ansari envisions Syscom as a global leader in IT consultancy and system integration. He plans to expand Syscom’s international presence, establish strategic partnerships, and push the boundaries of technological innovation. His vision involves Syscom playing a pivotal role in shaping the digital transformation of industries worldwide.

Syscom is poised to navigate the digital frontier, offering cuttingedge solutions that redefine the IT landscape. As technology continues to shape the world, Ansari and Syscom are at the forefront of this transformative journey, steering businesses toward a brighter digital future.

Alain Penel: Leading Fortinet’s Vision for a Secure Digital Future

In an era of rapid digital expansion, cybersecurity is a paramount concern for individuals and organizations alike. Among the many companies dedicated to safeguarding this digital frontier, Fortinet stands out as a true industry leader. Alain Penel, Regional Vice President – Middle East, Fortinet, is leading this cybersecurity powerhouse, a visionary leader passionate about protecting the digital world.

The Fortinet Legacy Founded in 2000, Fortinet has emerged as a global leader in

network security. The company’s mission is to deliver innovative, high-performance network security solutions to protect organizations from cyber threats. With a commitment to providing end-to-end security across various network environments, Fortinet has made significant strides in enabling secure digital transformation for businesses worldwide.

Penel, a seasoned executive with a wealth of experience in the technology industry, assumed the role of Vice President – Middle East, Fortinet, in 2013. His appointment marked a pivotal moment in Fortinet’s journey to strengthen its global presence and solidify its position as a cybersecurity powerhouse. Penel’s technology journey began over two decades ago, during which he held various leadership roles at renowned companies. His diverse experience in sales, channel strategy, and business development uniquely positions him to lead Fortinet’s global channel partner ecosystem.

Under Penel’s leadership, Fortinet has continued to nurture its global network of channel partners. His strategic vision emphasizes collaboration, enabling Fortinet to build robust relationships with partners and develop solutions that effectively address the evolving cybersecurity landscape.

The global channel ecosystem plays a pivotal role in Fortinet’s mission to provide organizations with the tools they need to defend against an ever-expanding array of cyber threats. Penel understands the importance of aligning Fortinet’s objectives with those of its partners, creating a win-win scenario.

Penel’s leadership at Fortinet has been marked by dedication to securing the digital future. His strategic insights, commitment to collaboration, and focus on innovation have propelled Fortinet to new heights in the cybersecurity industry.

Fortinet EDR Solutions: Raising Cybersecurity to New Heights Fortinet EDR Solutions offer powerful tools for real-time monitoring, detection, and response. These solutions are designed to protect endpoints, often the entry points for cyberattacks, including laptops, desktops, servers, and mobile devices.

A New Era of Cyber Threats

The digital world is vast and interconnected, making it fertile ground for cybercriminals seeking to exploit vulnerabilities for financial gain, corporate espionage, or even geopolitical sabotage. Traditional security measures, such as firewalls and antivirus software, are no longer sufficient to protect against these relentless and highly adaptable threats. This is where EDR (Endpoint Detection and Response) comes into play.

Fortinet EDR Solutions have proven effective in various industries, including finance, healthcare, government, and manufacturing. Imagine a financial institution facing a zero-day malware attack. Fortinet’s EDR Solutions can swiftly identify the malware, contain the affected endpoint, and provide the security team with the necessary information to remediate the threat. This level of agility is crucial in minimizing potential financial losses and reputational damage from a cyberattack.

In an era where cyber threats continue to evolve in complexity and scale, organizations must invest in proactive and adaptable cybersecurity solutions. Fortinet EDR Solutions offer comprehensive and robust defense against these threats, allowing organizations to protect their digital assets with confidence. With behavior-based detection, threat intelligence integration, automation, and scalability, Fortinet EDR Solutions are well-positioned to elevate cybersecurity to new heights, ensuring that organizations remain resilient in the ever-changing cyber threat landscape.

CHARTING THE PATH FORWARD

Could you provide insights into HPE Aruba’s channel strategy?

Our Channel strategy mainly revolves around building strong partnerships that can adapt to the major change taking place with our customers working models and support their digital transformation journey while modernizing their networks. Creating a channel ecosystem that can integrate our solution from edge to cloud along with their value-added services to offer our customers the best-ofclass solutions that can support and develop their business outcomes.

How does HPE Aruba adapt to the changing roles of channel partners in the tech industry?

HPE Aruba continually adapts to the evolving roles of channel partners in the technology industry by prioritizing profitable innovation. We understand the importance of enabling our partners to stand out through their value-added services, which seamlessly integrate into our technology offerings, allowing them to deliver precisely the solutions their customers seek.

While traditional channel programmes have historically centered on resale partners and a “sell-through” approach, we recognise the shift in the industry towards “as-a-service” models. In response, our channel programs

Ahmed Elsayed, Channel Sales Lead for the Middle East and Africa at HPE Aruba Networking, provides valuable insights into the networking major’s channel strategy and how it is promoting innovation among its channel partners.

are designed to embrace partners who not only facilitate sales but also bring substantial value through their service delivery, aligning with the changing dynamics and expectations of the technology ecosystem.

Can you provide details on the significant initiatives that support HPE Aruba’s channel partners?

HPE Aruba has several significant initiatives in place to support our channel partners. Firstly, we see substantial growth opportunities in various key areas. These include ongoing innovation in our core switching and WLAN portfolio, complemented by cutting-edge AI-powered and ML-driven cloud management solutions like Aruba Central CNX. These technologies enable our partners to assist customers in achieving their specific business outcomes. Secondly, we are expanding our edge-to-cloud portfolio significantly, with a focus on areas such as SD-WAN and SSE, to offer a comprehensive Secure Access Service Edge (SASE) solution. Thirdly, we are dedicated to providing private 5G solutions tailored to specific customer use cases. Lastly, we are investing in the expansion of our Data Center Networking (DCN) portfolio, which empowers our partners to offer a complete edge-to-cloud networking infrastructure.

In parallel, our channel partner programs align with these strategic objectives. The HPE Partner Ready Vantage Programme offers flexible partner initiatives that cater to the diverse needs of our partners in their go-to-market strategies. We also have a Managed Services Partner Programme that supports these partners in setting themselves apart by delivering value-added services while being appropriately compensated for their contributions. Additionally, we recognize the significance of the SMB segment and have introduced innovative solutions tailored for this market, designed to provide enterprise-level quality while requiring minimal IT

supervision. These comprehensive initiatives collectively reinforce our commitment to supporting and empowering our channel partners.

What are the unique challenges and opportunities that HPE Aruba and its partners face? The unique challenge and opportunity that both HPE Aruba and our partners confront is the need to align with specific Key Performance Indicators (KPIs) directly linked to the business outcomes sought by their customers. This represents a novel challenge for our partners, but it simultaneously presents a substantial opportunity within our channel ecosystem. It encourages the integration of diverse solutions and capitalizes on HPE Aruba’s alliances, in conjunction with multi-vendor solutions, to establish a recurring revenue stream. This strategic approach enables our partners to provide valuable services that directly impact the business outcomes of their customers, thus enhancing their relevance and fostering the development of a sustained revenue stream.

How does HPE Aruba ensure that its partners maintain their competitiveness and effectively meet customer demands?

HPE Aruba ensures the competitiveness and responsiveness of its partners by placing a strong emphasis on technical and sales enablement. We firmly believe that knowledge transfer is essential, and to achieve this, we offer a variety of platforms. These include face-to-face training sessions, engagement within the Airheads community, and webinars featuring subject matter experts. Additionally, our NFR (NotFor-Resale) program equips our channel partners with the necessary demo kits, ensuring they are always prepared to demonstrate our solutions to customers effectively. These kits not only display the technical capabilities but also highlight key performance indicators tailored to specific verticals, demonstrating

the real-world business outcomes our solutions can deliver.

Can you explain HPE Aruba’s efforts in promoting innovation within its channel partnerships?

For partners to continue to grow their annuity services business and drive higher margins, they need to differentiate and bundle their own value-added services and IP on top. Our solutions are designed to help partners offer solutions in an “as a service” mode. Hand in hand, our programs are built to reward them and help them differentiate themselves, which makes every partner a unique value proposition that they can offer to our customers.

What upcoming trends do you foresee shaping the landscape of technology channel partnerships?

Several upcoming trends are set to reshape the landscape of technology channel partnerships. Firstly, offering “as a service” options is becoming pivotal, empowering partners to create platforms and solutions aligned with a consumption-based business model. Additionally, heightened security concerns persist, necessitating channel partners to deliver comprehensive Secure Access Service Edge (SASE) models, encompassing top-tier SDWAN, network security, Zero Trust Network Access, and Secure Web Gateway solutions.

Furthermore, channel partners who pivot towards delivering tangible business outcomes, beyond traditional connectivity reselling, are poised to gain a competitive edge and greater relevance among their customers. Lastly, the surge in IoT devices at the edge demands real-time, data-driven decisionmaking, making mastery of Artificial Intelligence (AI) and Machine Learning (ML) indispensable. This proficiency in AI and ML holds the potential for substantial business opportunities, exemplified by offerings like HPE Aruba Central, highlighting the transformative potential of these technologies.

cyber attack occurs every 14 seconds

PIONEERING PARTNER SUCCESS

AMPCONNECT has adapted to industry shifts through technological investments, emphasizing cloud services, cybersecurity, and IoT connectivity while focusing on knowledge transfer. It collaborates with leading technology providers to develop innovative solutions, particularly in the data center sector and is positioned to support the convergence of IT and OT in the IoT landscape. Shaji John, General Manager at Ampconnect IT Distribution, offers insights into the organization’s vision and strategies for empowering their partner ecosystem to achieve success in their businesses.

Could you provide insights into the key trends and developments you’ve observed in the channel industry, especially in the UAE, GCC, and Africa markets?

In the UAE, GCC, and Africa markets, several key trends have emerged. Inflation, supplychain issues, and international conflicts were just a few of the interesting things that made 2022 a challenging year for businesses and their various indirect channels. As a result, channel partnership programs have evolved quickly. Despite the difficult last year, I’m optimistic about the future of the channel. The most recent innovations provide a lot of potential, particularly in partner motivation and enablement. Moreover, the increasing adoption of IoT devices has opened new avenues for businesses, driving the need for robust connectivity solutions. Furthermore, as digital transformation gains momentum, cybersecurity and data protection have become paramount concerns for businesses of all sizes.

Can you elaborate on the strategic importance of AMPCONNECT within the group’s broader vision and portfolio?

AMPCONNECT occupies a pivotal role within the group’s vision and portfolio. By providing a diverse range of cutting-edge solutions, it serves as the linchpin for channel partners seeking to navigate the evolving technology landscape. We focus on end-to-end distribution of technology products, services and solutions that transform customers’ businesses in the areas of Edge, Datacenter, Cloud, Data Protection, Networking & Communications, Security, and Mobility.

AMPCONNECT empowers partners to meet the complex needs of their clients with simplified solutions. In addition, AMPCONNECT’s strategic partnerships with industry-leading technology providers strengthen its position as

a trusted enabler of business growth. This collaborative approach enables the group to offer a comprehensive suite of solutions that address a wide spectrum of challenges faced by businesses today.

The channel industry has witnessed significant shifts, particularly with the rise of digital transformation. How has AMPCONNECT adapted to these changes and continued to deliver value to its partners and customers?

The rise of digital transformation has indeed reshaped the channel industry. AMPCONNECT has proactively adapted to these changes by investing in its technological capabilities and expanding its portfolio. This includes a robust offering of cloud-based services,

We utilize data to make program decisions, particularly those aimed at boosting profitability and improving the partner experience. Specifically, we focus and grow our data practices around partner data collection and insights, as well as gathering data through research, surveys, polls, and third-party enrichment.

Data protection has become a paramount concern for businesses. What role does AMPCONNECT play in helping organizations in the region address these critical challenges?

Data protection is a cornerstone of AMPCONNECT’s value proposition. As businesses increasingly rely on data-driven decisionmaking, safeguarding sensitive information is non-negotiable.

cybersecurity solutions, and IoT connectivity options. Furthermore, AMPCONNECT places a strong emphasis on knowledge transfer and skill development. This ensures that partners are equipped with the expertise needed to guide their clients through the intricacies of digital transformation initiatives. Services that manage and analyse data on behalf of businesses are used for moving forward with the trend in the channel toward better systems.

AMPCONNECT leverages advanced cybersecurity solutions from Avast to help organizations in the region fortify their defences against evolving threats. This encompasses a comprehensive approach to encryption, access control, and threat monitoring. We provide Complete Data Protection Solutions using our vendor Arcserve which is a trusted partner in data management services and products and business continuity solutions. They relentlessly focus on innovation to ensure your data isn’t just protected for today but also in the future. The Unified data resilience platform solves the data protection and business continuity challenges of any organization, regardless of size and complexity. It lets clients manage and protect critical business data across systems and applications, on-premises or in the cloud.

The convergence of IT and OT (Operational Technology) is gaining traction with the emergence of IoT solutions. How is AMPCONNECT positioned to support businesses in this evolving landscape?

The convergence of IT and OT is reshaping industries across the

board, with the emergence of IoT solutions leading the charge. AMPCONNECT is strategically positioned to support businesses in this evolving landscape. Through its extensive network infrastructure and IoT-specific offerings, AMPCONNECT enables seamless integration between IT and OT environments. This empowers businesses to harness the full potential of IoT technologies, driving operational efficiency and innovation. We, along with our vendor RAD, provide Industrial Internet of Things (IoT) services enabling the digital transformation that’s slated to happen across all industrial and critical network infrastructure sectors. It serves power, water, gas utilities, transportation, connected industries and smart cities with their Industrial IoT Edge Gateway Solutions with edge computing capability.

Could you share examples of notable collaborations or success stories that highlight the impact of your partnerships on the growth and innovation of your business?

AMPCONNECT’s success is deeply intertwined with the success of its partners by bundling the right complementing solutions. We were quite successful in delivering a wide range of Data Center Solutions through notable collaborations with leading technology providers. These collaborations have yielded innovative solutions that have propelled businesses to new heights. One such example is our collaboration with Rittal and CommScope which resulted in the development of groundbreaking solutions for the fast-growing data center industry. No matter their scale segment or application, modern data centres count on us to evolve. This solution not only streamlined operations but also opened new revenue streams for our partners. We have also proven our legacy strength in logistics, warehousing, and fulfillment by supporting our partners to deliver their projects on time.

We were quite successful in delivering a wide range of Data Center Solutions through notable collaborations with leading technology providers. These collaborations have yielded innovative solutions that have propelled businesses to new heights.”

CHANNEL OPPORTUNITY: EXPANDING BUDGETS FOR CYBERSECURITY CONSOLIDATION INSTEAD OF MAKING CUTS

The United Arab Emirates (UAE) is outpacing economic recovery found elsewhere around the world. In February, when the World Bank predicted 4.1% GDP growth for the country, this was hailed as exceptional considering the performance of Western nations. In its latest heatmap of real GDP growth, the IMF put the UAE at 3.5%, greater than most of the Americas and Europe and sitting well above the G7 average of 1.1% with the Middle East and Central Asia average of 2.9%.

Despite this success, business leaders here are part of a global economy feeling yet another pinch. Bracing for tough times, businesses are reevaluating budgets and business leaders are looking around for in-house economies to leverage. This austerity is affecting an area of the business that needs financial commitment now more than ever — cybersecurity. A March 2023 study had 94% of UAE businesses reporting being the targets of emailed-based phishing attacks in the past year. This is just one example of a range of alarming trends that have led to calls for more security investment; some estimates predict as much as 16.4%

Hadi Jaafarawi, Middle East Managing Director at Qualys, discusses the importance of budget optimisation and consolidation in the channel, highlighting the value of integrated solutions, automation, and efficient communication.

compound annual growth in the UAE cybersecurity market over the next five years.

Leaders in the security space must now come up with ways to consolidate, not in the classic, budget-shrinking sense, but in the budget-stretching sense. We must show customers how to make their investments go further. Channel leaders should reach out to customers and understand how they manage their security suite. Which shelfware is being used, and which is just a coffer drain? Such audits are extremely helpful and represent many opportunities for the channel partner. Internal politics aside, a partner may discover that a tool is being underused or is insufficient for the task at hand. The partner may discover that the solution requires too much manual engagement for users to be effective when another more automated alternative is available in the market. It may even find that some tools are handling data in ways that are in breach of the customer’s regulatory obligations.

Political theater

When conversing with the customer about the findings, it will be important to let someone within the customer’s workforce take the lead. Convince that liaison of the business costs of the current setup and the business benefits of the alternatives and allow them to go forth as an advocate and make a case for change.

People, processes, and technology must all be part of the assessment. Once that holistic view of the security function is established, you can think about consolidation and where it might occur. Oftentimes, the centralised, single-pane model of cybersecurity will be achievable. Many customers today run a mashup of tools that crisscross disciplines and use cases, spanning security, risk management, identity-management, firewalls, local network monitoring, cloud,

and more. While some of this may be pruned or even ripped out and replaced, it is critical not to lose sight of the main objective — better security processes and faster delivery. While bearing in mind what is critical to the customer, however, it should be possible in most cases to reduce vendor counts and pivot to more integrated services and away from point solutions and information silos.

Consolidation can be of the greatest use in cloud environments. Cloud customers must normally run multiple agents to cover all security use cases. Singlepane systems are, therefore, enormous cost-savers. Already, the cybersecurity audit has added value. Channel players can also advise customers on how to make the most of their consolidated suite. For example, an underused threat intelligence feed may have been discovered during the audit. This may have been retained because, while underused, with a few pointers, clients may reap great value from it. Or it may have been flagged by the channel partner for replacement with a service that combines multiple threat feeds for better coverage. This consultation process represents multiple opportunities for building rapport with a customer and ultimately cross-selling and upselling.

Automatic for your people Today, part of the consolidation conversation with customers must

include automation. Indeed, the channel partner’s cybersecurity auditors must be on the lookout for any opportunity to automate processes and allow customers to get the most out of their talent. Security teams work faster and more efficiently and tend to stay in place longer if tedious manual processes are taken off their plates. AI has become a natural conversation to have. Most teams are now aware that it has the potential to make their jobs easier and free them up to do the kinds of investigation and strategizing that lie outside the capabilities of narrow AI.

The opportunities found in security consolidation projects continue. Many security teams struggle to communicate their policies and procedures to internal leadership teams and to the C-suite and board. Channel partners can offer risk management support and communication support. Singlepane dashboards are undeniably useful, but security teams must explain what they find to line-ofbusiness stakeholders. Partners can bring their expertise to the table and work with security leaders on how to present data in a way that draws a line between the security function and the balance sheet. This communication is made easier by the consolidation project itself, leading to easier querying and compilation of data by eliminating multi-tool complexity. Channel partners can take this one stage further by showing security teams how to demonstrate to CEOs and CFOs the quality and importance of the security function, including any investments made and the people in place.

The underlying truth is that shrinking a cybersecurity budget in the current era is a mistake. The cybersecurity channel should become part of a narrative that shows the criticality of security and demonstrates that greater value can be gleaned through taking a step back before marching forward.

Hadi Jaafarawi, Qualys

LEVERAGING AI

Respond.io aims to transform how businesses communicate with customers by integrating AI and human interactions. Iaroslav Kudritskiy, COO at respond.io, provides valuable insights into their expansion strategy in the Middle East. This strategy encompasses optimization for the Arabic language, enhancing brand awareness, and holding high expectations for substantial regional growth.

What are the long-term vision and ambitions of respond.io as a company?

Generative AI will fundamentally reshape the way businesses communicate with their customers. As a platform that enables conversations across various messaging channels, we see ourselves as a shepherd enabling companies to leverage the technology. Our ambition is to combine AI and human interactions in a way that drives companies to change their thinking about chatting with customers from a competitive necessity to a scalable opportunity to enrich and deepen relationships.

Could you share your strategies for fostering collaborations and partnerships within your organisation?

Collaborations and partnerships within the organisation are driven organically by sheer excitement. We have a unique opportunity to not only build cutting-edge AI into our products but also to pioneer chatting using the tools, implement the best practices developed internally with our customers & reincorporate those learnings back into our product.

It’s this cycle of exploration, experimentation, discovery, and practical disruption that energizes our teams and promotes internal collaborations.

What is respond.io’s market entry approach and its vision for expansion in this specific region? respond.io’s market entry strategy

in the Middle East is built on several key pillars that align with our broader vision for regional expansion. First and foremost, we are focusing on optimising our product for peak performance in the Arabic language to cater specifically to the linguistic needs of the market. In parallel, we’re making a significant brand push to not just create but also amplify awareness, leveraging our existing success stories with numerous companies in the region. The Middle East presents an environment that is future-forward and eager to make significant strides in business achievements; we believe we’re the perfect partner to enable such progress. Our engagement in the

region is driven by high expectations of what we can achieve, matching the ambitions of the Middle Eastern market itself.

Reflecting on the progress in 2023, what milestones have respond.io achieved thus far, and what are the company’s year-end aspirations? It’s been a transformative year for respond.io. We have dramatically evolved our product capabilities, enabling businesses to reach a new level of engagement with their customers.

But, a key part of our journey is still in progress - working closely with our customers to find the most effective ways to implement these tools.

As we approach the year’s end, our aspirations are to showcase the phenomenal top-line results that businesses can realise by incorporating AI into their customer conversations.

Are there any forthcoming collaborations or growth-focused initiatives that you can provide insights into?

While I can’t delve into specifics due to their confidential nature, I can share that we are actively working on two significant partnerships in the region that align with our growthfocused initiatives. One is with a local technology partner, which will enable us to tap into valuable local expertise to further advance our technology. The other is a channel partnership aimed at expanding our reach and ensuring that businesses across the region can leverage the tools we offer.

CELEBRATING CHANNEL PIONEERS

At our first Channel Insights Summit 2023, hosted by Channel Insights ME, we explored groundbreaking ideas and brought together the entire partner ecosystem to address the challenges posed by evolving market dynamics. Moreover, we recognised and honoured prominent figures in the regional channel industry for their significant contributions during this event.

In the era of the as-a-service economy, the channel industry stands at a pivotal juncture.

As technology vendors adopt diverse strategies to expedite market entry and transition to subscription models, channel players face

the imperative to overhaul their business approaches.

Yet, the task of crafting entirely new business models, rather than just augmenting existing ones, and uncovering fresh revenue streams poses a considerable challenge.

Capitalizing on the evolving IT consumption landscape in the digital age necessitates a shift from traditional product sales to the creation of comprehensive solutions and services tailored around emerging technologies.

Our inaugural Channel Insights Summit 2023 delved into innovative concepts and convened the complete partner ecosystem engaging in discussions about adapting to evolving market dynamics.

Additionally, Channel Insights acknowledged and celebrated notable channel figures in the region for their valuable contributions to the industry during this event.

The event commenced with a dynamic opening address by K. S. Parag, CEO of FVC, who shared valuable insights on navigating technology disruption and fostering innovation. He remarked: “Embrace technology disruption as the gateway

to innovation; for in its turbulence, we find the seeds of progress.”

Next on the agenda was a compelling presentation from Samer Seman, VP of Sales at Pure Storage, who discussed “Simplifying Data Management for the Long Haul.” He emphasized, “In a data-centric world, a timeless business model leads us toward the future.”

Following that, Shane Grennan, Senior Director of Partner Sales and Business Development at Fortinet, conducted another informative session. He illuminated the significance of both organisational culture and strategic planning in the evolution towards an MSSP, affirming, “Culture and Strategy, both are

indispensable in the journey toward becoming an MSSP.”

Later, we hosted a panel discussion where experts shared their insights, experiences, and strategies for achieving and maximising channel partner profitability in an everevolving marketplace. Our esteemed panelists included:

• Sanja Horylova, Director of Sales, Asbis Middle East

• Simran Bagga, Vice President, Omnix Engineering and Foundation Technologies

• Ilyas Mohamed, Chief Operating Officer, Amiviz

• Mario Veljovic, General Manager, VAD Technologies

Channel Lifetime Achievement Award

Hesham Tantawi Vice President, ASBIS Middle East

Jose Menacherry Managing Director, Bulwark Technologies

Sanjeev Walia Founder and President, Spire Solutions

Mohammad Mobasseri CEO, emt Distribution

Sunil Paul Co-Founder and Managing Director, Finesse

Channel Mentor of the Year

Channel Innovator of the Year

Mario Veljovic General Manager, VAD Technologies

K.S. Parag Director, FVC

Simran Bagga Vice President, Omnix International

Shane Grennan

Sakkeer Hussain

Ilyas Mohammed

Senior Director of Partner Sales and Business Development, Fortinet Director- Sales and Marketing, D-Link Chief Operating Officer, Amiviz

Hamid Ansari Managing Director, Syscom Distributions

Nandini Sapru VP of Sales, emt Distribution

Spiros Rafailovits General Manager, Logicom

Channel Sales Leader

Channel Leader of the Year

Channel Rising Stars

Shaed Khader

Samer Semaan Marketing Manager, Logicom

VP of Sales, Pure Storage

Shaji John

Nicholas Argyrides General Manager, Ampconnect

Vice President, Mindware

Channel Marketing Guru

Varuna Shah Group Marketing Director, Mindware

Faraz Ali Khan Marketing Manager, ASBIS Middle East

Amrita Nag Head of Channel Marketing, Omnix International

Fadi Sarhan Field Marketing, Fortinet

Dharmendra Parmar Vice President Marketing, AmiViz

Channel Customer Champion of the Year

Ranjith Kaippada Managing Director, Cloud Box Technologies

Amit Kumar Managing Director, MMA Infosec

Abhinav Srivastava Cloud Practice Head and GTM Leader, Citrus Consulting Services

NAVIGATING EMERGING MARKETS

In the ever-evolving landscape of technology and business, staying ahead of the curve is paramount. Shaista Ahmed, Director of Channel, Alliances, OEM & Distribution for Emerging Markets at Nutanix, shares profound insights into how Nutanix approaches the challenges of adapting to changing channel partner roles, driving innovation, and effectively navigating the dynamic trends of emerging markets.

hyperconverged infrastructure and simplifying hybrid multi-cloud solutions, Nutanix empowers partners to manage the entire customer lifecycle effortlessly, from any location.

How does Nutanix adapt to evolving channel partner roles in the tech industry?

Nutanix’s approach to evolving channel partner roles in the tech industry revolves around staying highly relevant to partners. In a landscape filled with choices, alignment with partners’ strategic initiatives is the foundation of a robust partnership. Nutanix prioritises core partner ecosystem values: Profitability, Customer Satisfaction, Protection, and Trust. These elements form the basis of a strong partnership equation. Nutanix’s partner strategy focuses on staying pertinent in the cloud era, ensuring Channel-Friendly Hyperscale Marketplaces, increasing recurring revenue streams, acquiring new customers, presenting a unique value proposition, and expanding partner services. This adaptability ensures Nutanix remains a valuable partner in the ever-changing tech industry.

Can you share insights into Nutanix’s channel strategy for success in emerging markets?

Nutanix’s core strategy centres on a channel-first approach, with a 100% channel Go-to-Market (GTM) focus and a strong commitment to partner profitability. We invest significantly in our Elevate partner programme

to enhance technical competencies across the partner network, ensuring they can deliver top-tier solutions to customers. The aim is to create an enticing and highly rewarding partner programme in the region. Nutanix’s innovation addresses the complexities of modern IT landscapes, offering a unified approach to managing diverse environments. By pioneering

Discuss effective initiatives supporting Nutanix’s channel partners.

Nutanix has always been at the forefront of simplicity, whether in our product offerings, Elevate Partner Programme, or regional initiatives. Our unwavering commitment to delivering the best user experience is evident in our

consistently high NPS score, which has exceeded 90% for the past seven years. This accomplishment has fostered immense confidence within our partner community, empowering them to effectively convey Nutanix’s unique value proposition to customers.

Presently, we are spearheading several initiatives that have garnered significant interest among partners across the region. Notably, Nutanix Database Services (NDB) is a game-changer in the era where data is paramount. NDB empowers partners to streamline data management, eliminating over 90% of the complexities faced by customers. Collaborative campaigns with our partners have resulted in the acquisition of numerous new customers, reinforcing our partners’ distinct value proposition.

Additionally, our Nutanix Migration Services address the uncertainties arising from industry changes and acquisitions. We provide our partner ecosystem with access to service experts who can facilitate seamless, costeffective migration strategies aligned with Nutanix solutions. These strategies mitigate risks, highlight key migration use cases, and ensure organisations can transition to Nutanix AHV (hypervisor) with minimal to no disruption.

What are the unique challenges and opportunities for Nutanix and its partners in emerging markets?

Recognising that customers are at various stages of their cloud journey, Nutanix aims to serve as their versatile conduit to and from the cloud. Our primary focus revolves around providing customers with a universal cloud operating model, enabling them to deploy applications and manage data seamlessly, regardless of their cloud strategy.

In close collaboration with our key partners, we empower them to extend this unique value proposition to customers. This empowerment includes the flexibility to embrace hybrid or multi-cloud solutions, facilitating the smooth movement of data across cloud environments without complexity.

Nutanix’s differentiating factor lies in offering consistent management

capabilities across endpoints, integrated security measures, self-service options, on-demand resource allocation, robust governance tools, and complete license portability. By forging partnerships with major hyperscale cloud providers like Azure and AWS (with more on the horizon), we further enrich our offerings.

An excellent illustration of our approach is the Nutanix NC2 offering, a hybrid cloud infrastructure solution designed to enable effortless application mobility. This solution provides unified management for all applications and data, seamlessly bridging the private cloud and public cloud environments.

How does Nutanix ensure partners stay competitive and serve customers effectively?

Partners in the contemporary landscape face the formidable challenge of staying relevant amidst the ever-evolving needs of customers, particularly in the era of Cloud and AI. To meet these demands, partners must continually update their skills and knowledge about products, ensuring they can effectively cater to customer requirements. In this shifting landscape, collaborating with vendors offering a robust value proposition and well-established technologies with proven use cases becomes paramount. Nutanix has embraced simplicity by transitioning into a pure subscription company, granting partners and customers the freedom of choice. Our commitment to delivering enhanced value is exemplified by recent collaborations, such as the one with Cisco.

Recognising the crucial role of partner enablement, we prioritise meaningful and impactful initiatives that empower partners to drive tangible business results. Within the region, we have allocated dedicated resources solely focused on partner enablement, cultivating autonomy to ensure our partners are fully equipped to deliver nothing less than excellence.

How does Nutanix promote innovation within its channel partnerships?

The strategy for effectively engaging

and empowering channel partners mirrors the approach employed in direct sales. It entails establishing multiple touchpoints across various communication channels to foster partner engagement until reaching a successful outcome. As we continue to invest and make significant strides in equipping our channel community with the necessary tools and enablement resources to jointly expand our business, we’ve also initiated a programme to facilitate channel-led business in segmented accounts. This empowers partners in the region to take charge of the customer lifecycle, fostering their autonomy in positioning Nutanix alongside our extensive network of 700+ alliances. Through this collaborative effort, we aim to provide customers with optimal solutions aligned with their business objectives. Nutanix Elevate Technology Alliance Partners play a pivotal role by working closely with us to ensure seamless functionality and integration, validated through Nutanix Ready interoperability assessments and unique feature integrations.

What upcoming trends will shape tech channel partnerships in emerging markets?

Despite the global economic challenges, businesses are feeling the impact of inflation in various ways. Interestingly, there does not appear to be a significant slowdown in IT or cloud spending. Instead, companies are doubling down on their digital transformation initiatives. However, a notable shift is occurring as companies opt for multivendor strategies to mitigate risks and optimise costs. This shift towards “Cloud Smart” strategies underscores the growing importance of cost management in decision-making. Furthermore, there is a rising trend in AI-powered edge computing. Organisations are harnessing public cloud resources for AI model training but opting to deploy these models at the edge, closer to where data is generated and collected. This approach reflects the evolving landscape where edge computing and AI intersect to deliver more efficient and responsive solutions.

MUSEUM OF THE FUTURE

CONNECTING THE WORLD’S NEW LEADERS

The SuperBridge Summit ignites, connects, and unites futureminded, action-oriented leaders from the world’s fastest growing economies to explore the rise of new markets , fast track partnerships and collaborations on transformative opportunities in the Middle East, Asia, Africa, Latin America and the rest of the world.

500+

influential executives from the world’s top organisations.

70+

25+ visionary leaders from GCC, Asia, Africa & South America.

insightful multi-disciplinary sessions from 20+ countries.

KEY SPEAKERS

CEO, KARGOBOT CTO, DIDI AUTONOMOUS DRIVING China

SOUTHBRIDGE INVESTMENTS

Tanzania

and many more...

LIONEL ZINSOU Former Prime Minister Republic of Benin

DR. FRANNIE LÉAUTIER Senior Partner and CEO

DR. JUN MA Founder and President INSTITUTE OF FINANCE AND SUSTAINABILITY Former Chief Economist PBOC China

DR. JUNQING WEI

NUTANIX PROMOTES PAULO PEREIRA TO VICE PRESIDENT OF EMEA PRESALES

into managing EMEA Emerging Markets, where he has been leading with distinction for the last 5 years. Before Nutanix, Paulo spent 16 years at Cisco, working in diverse roles across Portugal, Saudi Arabia, and the UAE.

Nutanix announced that Paulo Pereira joins the worldwide leadership team as Vice President, EMEA Presales.

Paulo joined Nutanix in 2016, where he hit the ground running as a Systems Engineering (SE) Manager for the Middle East. With his dedication and strategic approach, he quickly moved

Commenting on the appointment, Mike Phelan, SVP Global Solution Sales at Nutanix says, “Paulo’s passion for work, and life, shine through in his leadership style. Those who have worked closely with Paulo remark on his ability to simultaneously inspire, challenge and mentor others through change. He is deeply analytical, thoughtful, a straight shooter, and someone who doesn’t shy away from a challenge. I couldn’t be more excited about what he will accomplish in this new leadership role at Nutanix.”

“I am truly honoured to lead Nutanix’s EMEA pre-sales team, at an exciting

time when digital transformation is the need of the hour, cloud computing and AI are imperatives and no longer a luxury. In the cloud space, Nutanix is at the forefront of innovation – solving the very toughest challenges that plague organisations as they try to wrap their minds around the complexities of hybrid cloud. We understand that enterprises have unique requirements and are at different stages of the cloud adoption cycle, and our job is to identify and match technology opportunities with customers’ business issues and objectives. I’m looking forward to progressing the great work that’s currently underway and excited to move Nutanix’s business to the next level across the region,” concludes Paulo Pereira.

DATAIKU HIRES KRISH VENKATARAMAN AS PRESIDENT

Dataiku announced the appointment of Wall Street and software industry veteran Krish Venkataraman as President. Venkataraman joins the company with a strong and diverse track record of leadership roles, including President, CFO, COO, and public Board member positions, with deep cross-functional expertise spanning data, security, exchanges, and financial services. He joins Dataiku as the company continues its strong global momentum, surpassing $230M ARR and winning a total of more than 200 customers listed in the Forbes Global 2000, including LG Chem, Regeneron, Standard Chartered Bank, SLB, and Unilever.

“AI and specifically GenAI technology has the ability to transform businesses of all sizes, and

Dataiku stands out as the organisation to enable this transformation,” said Venkataraman. “The company has made tremendous progress over the past decade developing a powerful AI platform that can fundamentally improve the core of any business. I look forward to working closely with the talented Dataiku team to continue diversifying our market reach and building on the company’s impressive enterprise momentum.”

Venkataraman has over two decades of experience driving operational excellence and market expansion at prominent technology and financial companies. He has also led successful strategic acquisitions and IPOs, including orchestrating one of the highest-performing tech IPOs of 2021 for KnowBe4. This was

Paulo Pereira, Nutanix

Krish Venkataraman, Dataiku

followed by guiding KnowBe4 in its privatisation through a $4.6 billion acquisition by Vista Equity Partners. His extensive credentials include CXO positions at prominent players in the global financial and technology sectors, including Socure, Dealogic, Syncsort, and NYSE Euronext, where he managed billion-dollar profit segments, expense lines, capital expenditures, and revenue lines that accounted for over 80% of a firm’s revenue.

readiness. I am excited to begin this next chapter in our journey with him.”

Venkataraman will oversee all corporate and administrative operations, expanding upon the foundation set for growth and broader market presence.

Dataiku continues to achieve strong growth, with noteworthy achievements this year including:

to enable organisations to unlock the full potential of Generative AI, setting Dataiku apart as a leader in the market.

• Award Winning Partner Ecosystem: Honoured with the “Partner of the Year” awards from both Snowflake (for the third consecutive time) and Databricks in their Machine Learning and AI categories, respectively.

Florian Douetteau, co-founder and CEO of Dataiku, said, “Krish’s crucial role in optimising operations, supporting our teams, and driving both organic and inorganic expansion will strengthen the path for public Freshworks announced the appointment of Johanna Jackman as the company’s new Chief People Officer (CPO). Johanna joins the executive team and reports to Freshwork’s Chief Executive Officer Girish Mathrubootham and President Dennis Woodside. Jackman will be responsible for the company’s global human resources strategy and operations, which oversees HR business partnerships, talent acquisition and employee development, facilities, compensation and benefits, corporate social

• Sustained High Growth: Achieved more than $100M ARR in both the Americas and EMEA while growing to more than 600 customers.

• Innovative Generative AI tools and solutions: One of the first organisations to deliver enterprisegrade development tools, pre-built use cases, and AI-powered assistants

• Bolstered Leadership Team: To accelerate our global expansion and worldwide go-to-market strategies, Dataiku added strategic hires

JY Pook, GM of Asia Pacific and Japan; Ren Lee, SVP of Marketing, Americas; Todd Hallett, SVP of GoTo-Market (GTM).

FRESHWORKS APPOINTS JOHANNA JACKMAN AS CHIEF PEOPLE OFFICER

responsibility programmes, and diversity, equity and inclusion strategy.

A global executive who focuses on driving business impact, Jackman has led people teams at Pure Storage, LinkedIn, Microsoft and most recently served as Chief People Officer at Airtable during a hyper-growth phase, where she has played a crucial role in scaling talent and culture to meet big business objectives.

“JJ is a great addition to the Freshworks team,” said Mathrubootham. “Her successful track record at high-growth tech companies and her international expertise working with global teams make her the perfect fit to support our diverse employee base who drive the long-term success of our business.”

Before Airtable, Jackman held the position of CHRO for several years at Pure Storage (NYSE: PSTG) and served as a board member for the Pure Good Foundation, contributing to environmental impact and workforce development solutions for underserved communities. Prior

to Pure Storage, she served as Vice President of HR at LinkedIn, where she helped create a talent platform that grew the employee base from 1,000 to 10,000. Jackman’s experience extends further back to her tenure at Microsoft, where she specialised in talent management and business partnership, holding key roles in the US, Europe, and Australia.

“Freshworks has incredible potential to become a multi-billiondollar software company and I’m excited to join the leadership team to elevate its already strong company culture and include our current and future employees in the journey as we scale,” said Jackman. “This is a special place – a globally diverse organisation which in itself provides a massive benefit to our employees and customers alike.”

She holds a Bachelor of Business degree from the Queensland University of Technology, Australia. Additionally, she serves as a member of the board of directors at Grafana Labs, an open-source interactive datavisualisation platform company.

Johanna Jackman, Freshworks

Samsung Announces Pre-Order For The New Odyssey Neo G9 Gaming Monitor

ultimate gaming monitor, the Odyssey series. The launch of the Odyssey Neo G9 57” demonstrates our commitment to the Gulf gaming community, delivering a product that puts the region at the heart of the biggest trends in the industry while elevating their gaming experience.”

Odyssey Neo G9 57” Offers Gamers Next-Level Immersion and Specifications

The 1000R curvature in the 57” 32:9 screen is as wide as two 32” UHD monitors, wrapping around users with pin-sharp images and a wide field of view, immersing them in their games like never before.

Quantum Matrix Technology powers Samsung’s Quantum Mini LED lighting in the screen, which offers smaller, more discrete dimming zones. The result is a better distinction between light and dark areas of the screen, with sharp contrast and less blooming.

The gaming performance matches the level of visual quality to help gamers meet their full potential. The 240 hertz (Hz) refresh rate and 1ms gray-to-gray (GTG) response time delivers less blur and minimised ghosting, allowing gamers to enjoy a smooth gaming experience. Plus, AMD FreeSync

Premium Pro syncs the screen for a stable, lag-free picture.

With such a wide, high-definition screen and a generation-defining new input, gamers can use the Odyssey Neo G9 57” in place of multiple monitors, keeping their desk clean from clutter, while creating a comfortable multitasking single-screen environment.

Samsung Gulf Electronics has announced the newest addition to its Odyssey monitor series, the Odyssey Neo G9 57”, expanding its monitor performance leadership in the region. Exclusively available on Samsung. com, UAE users can pre-order the new monitor until 1st October and benefit from an AED 1000 discount and 15X Samsung Rewards points.

The Odyssey Neo G9 monitor redefines the future of gaming monitors. It is designed to deliver groundbreaking

visual experiences for gamers looking to enhance performance and sharpen their competitive edge. It is also a Dual Ultra-High-Definition (DUHD) screen and features a suite of high-speed connectivity options.

Wesam Abu Saymeh, Head of Display Solutions Group, Samsung Electronics Middle East and North Africa, said: “Gaming is a highly demanding activity. For gaming enthusiasts, only the best will do. That’s why Samsung has created the

The Odyssey Neo G9 57” offers VESAcertified DisplayPort (DP) 2.1 connectivity, which facilitates smooth gaming, efficient video playback and the Neo G9’s DUHD resolution up to 240Hz. In addition to DP2.1, the Odyssey Neo G9 57” also offers HDMI 2.1 and a USB hub, so gamers can hook up all their devices and elevate their game with less mess.

Packed with innovative features, the new monitor demonstrates Samsung’s industry-leading position in delivering the most immersive and lifelike gaming experience available in the market, revolutionising the ultra-wide display category.

Kingston Digital Expands External SSD Lineup

Kingston Digital Europe, a flash memory affiliate of Kingston Technology Company, announced the XS1000 External SSD, a small and incredibly sleek file backup solution.

XS1000 joins XS2000 as a new product offering in Kingston’s external SSD product portfolio. Both drives are extremely compact and under 29 grams to provide pocket-sized portability.

Kingston’s XS1000 offers read speeds up to 1,050MB/s and large capacities up to 2TB providing ample room for storing countless photos, videos, and files. The drive comes with a USB-C to USB-A cable and maintains backwards compatibility to ensure seamless connectivity with legacy devices. Small like a key fob, the XS1000 serves as a reliable companion for easy file backups, guaranteeing continuous access to your important documents,

cherished memories and media files.

“Our customers are looking for convenient, fast and reliable storage at an affordable price. With the addition of XS1000 they can look no further as we now offer more options for external storage,” said Liny Cheliyan, Business Manager – Prosumer Flash and SSD, Kingston, EMEA. “We designed this drive to be sleek and compact, measuring merely half the size of a standard SSD. This ensures unparalleled portability, making it the ultimate selection for those seeking a combination of convenience and top-notch performance available in the market.”

XS1000 is available in 1TB and 2TB capacities and is backed by a limited five-year warranty with free technical support.

For more information visit kingston.com.

XS1000 External SSD Features and Specifications:

• Ultimate portability: Compact and weighing just under 29g, this sleek, all-black SSD fits in your palm, allowing you to take your files on the go effortlessly.

• Reliable file backup: Take it all with you. Transfer and store your documents, large photos and videos without interruption.

• Increased storage: Expand your digital library with high capacities up to 2TB to preserve life’s cherished moments.

• USB 3.2 Gen 2 support: Achieve read speeds up to 1,050MB/s with backwards compatibility to USB 3.2 Gen 1 ensuring seamless connectivity with legacy devices.

• Interface: USB 3.2 Gen 2

• Speed: Up to 1,050MB/s read, 1,000MB/s write

• NAND: 3D

• Capacities: 1TB, 2TB

• Dimensions: 54 x 32.58 x 13.5mm

• Weight: 7g

• Casing Material: Metal + Plastic

• Operating temperature: 0°C~40°C

• Storage temperature: -20°C~85°C

• Warranty/Support: Limited 5-year warranty with free technical support

• Compatible with: Windows 11, 10, macOS (v.10.15.x +), Linux (v. 4.4.x +), Chrome OS, Android, iOS/iPadOS (v.13+)

For more information visit kingston.com.

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.

What creative strategies can be employed to harness the potential of impactful channel marketing during periods of economic growth?

To enhance our cybersecurity partnership with channel partners, we can implement various strategies. These include creating targeted thought leadership content, conducting collaborative workshops for education and relationship-building, introducing incentive programs to drive sales, and running joint marketing campaigns with co-branded content to emphasize the value of our combined cybersecurity solutions.

In what ways can Channel Marketers effectively harness the synergy between Digital Marketing and AI technologies to propel demand and achieve their objectives?

By integrating AI Technologies into their digital marketing efforts, channel marketers can enhance their ability to understand customers, automate repetitive tasks, and also deliver personalised experiences. This synergy can lead to improved customer engagement ( chatbots and virtual assistants), demand generation (identifying trends and allowing marketers to anticipate demand, thereby adjusting strategies accordingly) as well as social media insights that help us achieve our objectives more efficiently.

What creative strategies can be employed to harness the potential of impactful channel marketing during periods of economic growth?

As channel marketers our strategy revolves around our partners in the channel who are on the frontlines of economic growth. Therefore the best strategy is to have a very deep understanding of the drivers of growth and key strengths at the partner’s end and create programs that accelerate that growth. We can then get the creative juices flowing in coming up with the most impactful communication & channel marketing strategy based on those deep insights.

In what ways can Channel Marketers effectively harness the synergy between Digital Marketing and AI technologies to propel demand and achieve their objectives?

There are lots of insights that AI-driven campaigns and tools can generate that can be gathered and used on other parts of a brand’s presence. One simple example is the keywords planner from Google, you can get a lot of great keyword data that’s generated during digital campaign planning that can then help optimise your products’ online presence. This is also great data for your channel partners if they are selling your products on marketplaces and e-commerce platforms. The data that is generated is for you to use everywhere.

RESHMA YESODHARAN Marketing Specialist, emt Distribution

SAFAK OZGUN Channel Marketing Manager – Middle East & Turkey, Western Digital

URVENDRASINH GOHIL

Sr. Marketing Manager –META, Sophos

What creative strategies can be employed to harness the potential of impactful channel marketing during periods of economic growth?

To have a successful channel marketing strategy, consider collaborating with channel partners as an extension of your team. At Sophos, we ensure our Partner Portal provides marketing tools to develop lead generation, including integrated campaigns that can be co-branded. Most importantly, we run webinars, such as our “Marketing Circle,” where we take the time to advise and enable our partners on how best to use these tools and content to drive their business growth.

In what ways can Channel Marketers effectively harness the synergy between Digital Marketing and AI technologies to propel demand and achieve their objectives?

The use of AI, in digital marketing and other areas such as data analytics provides greater insight into customers’ behavior. It improves customer experiences by offering the right information at the right time, delivering personalised content and digital marketing campaigns across social platforms. It is now possible to use AI to segment targeted digital audiences to achieve a maximum ROI, have instant analytics, and adapt and improve content in real-time to provide the ultimate positive brand experience for specific audiences.

What creative strategies can be employed to harness the potential of impactful channel marketing during periods of economic growth?

In times of economic growth, creative channel marketing strategies involve collaborating with complementary businesses to jointly create marketing campaigns and expanding reach through cross-promotion. Additionally, rewarding channel partners for their efforts, offering incentives for continued engagement and sales, and providing valuable training and resources empower partners to enhance their product knowledge and sales skills. Leveraging data analytics to identify emerging trends, guiding marketing efforts for maximum impact, and hosting events or webinars to showcase new products or features play pivotal roles in driving excitement and demand among partners and customers.

In what ways can Channel Marketers effectively harness the synergy between Digital Marketing and AI technologies to propel demand and achieve their objectives?

Channel marketers can harness the power of AI and digital marketing synergy by employing AIdriven algorithms to personalize content and offers for target segments, thus boosting engagement and conversions. Additionally, AI can analyze historical data, predict trends, enable proactive campaign adjustments, utilize chatbots for real-time customer interactions, streamline operations, and provide valuable customer insights for more effective marketing strategies.

What creative strategies can be employed to harness the potential of impactful channel marketing during periods of economic growth?

To harness the potential of impactful marketing, there are 3 strategies businesses can consider to use. During economic growth, businesses should carefully select partners based on their expertise and reach to ensure fit. To increase synergy in marketing efforts, collaborative marketing campaigns can amplify brand visibility, while loyalty programs and incentives motivate partners. To further enhance the partners’ capabilities, sharing market insights and investing in partner training are strategies that businesses can consider.

In what ways can Channel Marketers effectively harness the synergy between Digital Marketing and AI technologies to propel demand and achieve their objectives?

In channel marketing, harnessing AI and digital marketing is key to increasing demand and achieving business objectives. To target customers effectively, AI helps understand customers and create personalized marketing. For example, predictive analytics can predict customer behaviour and AI-powered conversation management tool can help automate conversations with customers, turning conversations into marketing & sales results.

ABIGAIL PAUL

Lead Marketing - Cyber Security, Cloud & AI, Services, First Video Communication (FVC)

KATE NG JIA YI

Head of Growth Marketing, respond.io