Channel Insights Issue 09

Ruchika Sharma

editor, Channel Insights Middle East

NAVIGATING SUCCESS

In the realm of technology and distribution, leaders relentlessly seek success. They tackle obstacles head-on, pioneer innovation, and set a high-performance standard, thus shaping the channel industry’s trajectory. Their steadfastness and visionary approach shine through amid the ever-changing landscapes of technology and partnerships.

Explore the wisdom and journeys of Channel Pioneers who have made significant contributions to the industry in our featured articles. Gain insights from luminaries like Dr. Ali Baghdadi of Ingram Micro, Walid Gomaa of Omnix International, and Vijay Babber of Skyhigh Security. Their experiences offer invaluable lessons and inspiration for navigating the dynamic fields of IT and cybersecurity.

Furthermore, Sakkeer Hussain offers enlightening viewpoints as he offers a detailed analysis of the multifaceted strategies that have propelled D-Link’s transformation within the networking industry throughout its evolutionary journey. Peeling back the intricate layers of innovation, collaboration, and strategic planning, our cover story sheds light on the pivotal decisions and initiatives that have shaped D-Link’s trajectory, making it a prominent force in the dynamic landscape of networking technology.

In this edition, we have featured exclusive interviews with top executives from leading tech companies such as HP, Naizak, Solarwinds, Sophos, Pure Storage, Eurotech, and Mindware. Gain valuable insights into their innovative solutions and strategies tailored to the everchanging channel industry. Explore how these industry giants are embracing innovation, sustainability, and adaptability to thrive in dynamic landscapes. Their perspectives offer a unique lens into the evolving technology sector, unveiling exciting opportunities for growth and development.

As you flip through the pages, you will gain deep insights from industry experts on adopting Zero Trust Frameworks and the importance of securing network services at the edge. You will also explore the regulatory landscape surrounding AI and discover the predictions driving the regional cybersecurity channel in 2024. Additionally, it unravels the channel’s pivotal role in prioritising cybersecurity for businesses.

Embark on a captivating journey and discover the profound impact of collaboration and innovation on shaping the channel industry.

Enjoy your reading!

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Mindware Signed As VAD By VAST Data

Mindware has announced the signing of a strategic distribution partnership with VAST Data, the AI data platform company. Under the agreement, Mindware will help accelerate the adoption of the market-disrupting VAST Data Platform by enterprises in the Middle East and North Africa (MENA) region, through its expansive ecosystem of reseller partners.

Commenting on the partnership, Alexandre Boutin, AI Business Unit Director, Middle East & Africa at Mindware said: “VAST Data is an innovation focused company, and we are excited to partner with them, to provide our channel partners with a unique data infrastructure solution to take to customers seeking advanced solutions and services that can support their evolving data requirements in today’s AI era. As we continue to build out our AI/High Performance Computing (HPC) offerings, having VAST in our portfolio will certainly

strengthen Mindware’s reputation as the AI expert and trusted advisor in the region. We will also be able to offer an even stronger value proposition and help our partners to differentiate themselves from competition.”

The global data storage market has seen remarkable growth, driven by the surge in data produced by businesses, government bodies, and individuals, alongside escalating needs for data

analytics, security, cloud storage, and associated services. Storage infrastructure correspondingly needs to evolve and adapt to address this deluge of data. VAST’s unique value proposition lies in the company’s innovative software technology, which combines performance, scalability, and cost-effectiveness, such that organisations can capture, catalogue, refine, enrich, preserve and access their data anywhere via one, unified data platform.

Haider Aziz, Managing Director, Middle East and Africa at VAST Data said: “With its well-established business model, strong AI/HPC practice and technical capabilities, extensive presence across Middle East and Africa and solid reputation as a trusted advisor, we see Mindware as a great partner to help establish our brand in the region. We are looking forward to the journey ahead and the collaborative success we can attain together.”

Sophos Expands Commitment To The Channel With New Dedicated Partner Care Offering

Sophos is expanding its commitment to the channel with the addition of Partner Care, a new offering in its global partner programme that features a dedicated, 24×7 team of Sophos experts who handle nonsales related questions and operational support. The offering is designed to speed up response times for Sophos partners and Managed Service Providers (MSPs) needing assistance

with administrative and operational tasks, freeing them up to focus on selling and securing their customers with Sophos’ portfolio of innovative managed services and endpoint, network, email, and cloud security solutions.

“Based on our decades of experience successfully supporting partners who sell to mid-market and small business organisations, we know that administrative and operational issues take away valuable time needed to build customer relationships, pursue prospects and close new business deals,” said Kendra Krause, senior vice president of global channels and small business sales at Sophos.

“Partner Care reinforces Sophos’ longstanding

strategy to be ‘channel-best,’ which is our commitment to provide partners with optimal, conflict-free revenue and profitability opportunities, curated training and support, and advanced security solutions that defend customers from data breaches, ransomware and other debilitating cyberattacks.”

Sophos Partner Care offers a single point of contact for quoting, navigating the partner portal, addressing licensing queries, Not For Resale (NFR) requests, and more. With this high level of service, partners working with small and mid-market organisations can better boost their productivity and increase profitability.

“Being busy with administration can consume

a lot of time and cost, so the idea that Sophos now has a focused Partner Care program and dedicated team to handle it is unbelievably beneficial,” said Richard Wenger, account executive, Point Broadband LLC, a Sophos channel partner based in Alabama. “We are looking forward to the training and enablement of the ‘tool,’ so we can start executing right away. Every bit of time away from the sales cycle is time away from building relationships and being trusted advisors to our customers. This Sophos Partner Care program is essential to my business.”

In addition to Partner Care, Sophos is offering several enhancements to its global partner programme, including an additional

5% reward on top of a deal registration discount for partners selling Sophos Managed Detection and Response (MDR). This expires March 31, 2024.

To help further partners and MSPs with their awareness of critical industry issues, Sophos provides real-time and historical threat intelligence from its Sophos X-Ops

unit, a cross-functional team of more than 500 Sophos cybersecurity experts worldwide. Sophos X-Ops’ intelligence helps partners and MSPs confidently address customers’ questions and concerns about the latest ransomware, vulnerabilities and attacks circulating in the news. For example, Sophos recently wrote about

the return of Qakbot, after law enforcement disrupted the botnet’s infrastructure in August 2023. With Sophos’ visibility into this attack and others, partners and MSPs can be on alert for suspicious behaviours and put customers’ minds at ease because Sophos products and services have updated detections.

To help streamline

varying technologies within customers’ environments, Sophos also recently added a Veeam integration to its Sophos MDR and XDR solutions.

The Sophos Partner Care and additional partner enhancements are immediately available exclusively through the Sophos Global Partner Program.

Juniper Networks Introduces New Partner Advantages Leveraging AI-Native Networking Solutions

Juniper Networks announced the next evolution of its global Juniper Partner Advantage (JPA) Program. The new elements will help partners leverage AI for IT Operations (AIOps) to offer managed networking services for increased reliability, agility and reach on the path toward unlocking new revenue opportunities and equip customers with solutions that enable a consistent experience-first approach across their networking infrastructure.

As part of the JPA Program expansion, Juniper has introduced a new Partner Assured designation to provide partners who have rich Juniper practices with third-party validation from Information Security Systems International (ISSI) of their capabilities across the customer lifecycle. By equipping partners with market-leading AIOps and verification of superior customer outcomes and lower operational costs, Juniper’s Partner Assured designation helps to accelerate partner profitability.

“By offering world-class partner programmes alongside a suite of innovative and secure AI-Native Networking solutions, Juniper sets the foundation for partners to unleash their value, speed and scale,” said Gordon Mackintosh, Group Vice President, Juniper Partner Organisation at Juniper Networks.

Additional Juniper Partner Advantage 2024 programme highlights include:

• Managed Network Provider Designation: Juniper has transformed its managed service provider (MSP) designation, which saw a 44 per cent growth in the

number of partners receiving the designation last year, with new AI capabilities that can improve customer service and increase profitability for partners.

• New Advisor Designation: The new Advisor designation rewards partners for influencing customer decisions and optimising customer success.

• Environmental Sustainability: As more customers require partners who are skilled with and committed to sustainability as a compliance imperative, Juniper amplifies partners’ driving sustainable outcomes through JPA. This encourages our partners, working with our customers, to make progress toward key climate goals, including decarbonisation, the addition of sustainable technology, and reducing and recycling of waste.

• Recognising Vertical Expertise: Juniper is adding acknowledgement of partners’ vertical expertise to JPA, allowing recognition for those with rich vertical GTM motions and demonstrated proficiency that meet these unique customer demands.

• Enriched Partner GTM Engagement: This programme enhances collaboration by offering account mapping, GTM concierge services, investment, and dedicated planning through the entire customer lifecycle.

• Deal Central Dashboard: This new tool consolidates Juniper partner deals, quotes and marketing leads, streamlining the deal registration process and enabling partners to respond in two hours or less for 80 per cent of commercial deals and six hours or less for strategic deals of less than $250K.

Through the Juniper Partner Advantage Program and its innovative AI-Native Networking Platform, Juniper is committed to helping partners maximise performance, productivity, and profitability. Coming off the heels of 233 per cent growth in participants YoY, Juniper has expanded its existing Champions Program to bring more scale and expertise to participating partners through a robust extended sales force delivering strong Juniper acumen to support our mutual customers. Additionally, as partners expand investments to gain deeper technology expertise, there has been 20 per cent sales growth YoY for partners invested with three or more Juniper specialisations. Together with its partners, Juniper is delivering speed, scale and value to its customers, ultimately making every connection count.

Additional Juniper Partner Advantage 2024 resources can be found on www.juniper.net/partners/

ServiceNow Unveils Next Wave Of Partner Programme Transformation With New Specialisations

ServiceNow has unveiled the next wave of partner programme transformation with new specialisations. As part of the revamped ServiceNow partner programme announced in January 2023, the recently developed Partner Specialisations are the next step in the partner programme evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced at the ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specialisations which include Service Operations, Serve the Customer, and Power the Employee.

ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specialisations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specialisations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice.

“Last year at this time, we made a massive commitment to our partner community by completely transforming

our partner programme to ensure that partners are front and centre in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specialisations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.”

Obtaining a Specialisation will help partners in three critical areas:

• Differentiate among the ecosystem: Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder.

Prospective customers will also be able to search partner experts in Partner Finder based on the current Specialisations.

Pure Storage Unveils Strategic Evolution Of Partner Programme Built For The Subscription Economy

Pure Storage announced significant updates to its robust partner programme, delivering heightened value and performance to partners, tailored to their unique business models. These enhancements reflect Pure’s service-led strategy to enable new levels of scale, consistency, and preference for partners as the only storage vendor to deliver

subscriptions entirely through the channel.

Industry Significance:

The ability to adapt to the subscription economy is increasingly defining the success of businesses across industries. Customers are opting to pay ratably over time as they react to the impact new technology adoption has on their infrastructure needs.

• Unlock new revenue opportunities:

Each Specialisation addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth.

• Earn benefits to grow ServiceNow practices: ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem.

Qualifying partners will also have access to ServiceNow co-marketing programmes and the ServiceNow Partner Development Fund announced last January.

The programme is launching with three Specialisations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specialisations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specialisations are expected to be launched in 2024. The three Partner Specialisations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024.

For more information on the ServiceNow Partner Specialisations visit here.

ServiceNow is also launching a brandnew partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here.

Subscription services now account for nearly half of Pure Storage’s reported revenue.

Given the company’s leadership and growth in subscriptions as well as the latest updates to the partner

programme, Pure Storage is uniquely positioned to support partners’ business growth in the as-a-service era.

Highlights:

Pure Storage has aligned partner feedback, customer needs, and its company strategy to deliver continuous innovation to the Partner Programme. The programme transformation will focus on increasing partner profitability, greater automation, building enhanced tools, and driving partner empowerment to

proactively accelerate the growth of their businesses.

The updates include:

• Evolved Predictable Programmatic Pricing Model for Partners: Pure Storage is introducing a new pricing model framework to provide partners with a simple Product and Services MSRP and programmatic discounting based on partner type, tier, and deal registrations.

• Power to Provide Quotes

Independently: New updates to Pure Storage’s existing quote configuration

and pricing model, and tools will empower partners through automation to conduct independent configurations and quotes as well as backend electronic data exchange (EDI) integration for order placement.

• Simplified Auditing and Reporting: Pure Storage will be making updates to its SalesForce reporting experience, Partner dashboard, and recruiting & onboarding tools, enabling partners with a more cohesive experience across

the platform.

• Enhanced Partner Intelligence Tools: Pure Storage is launching a Partner intelligence dashboard that gives Partners visibility into all of their engagements with Pure Storage and customers from current business and pipeline, as well as guided proactive recommendations on upgrade/upsell/renewal opportunities.

“As a service-led company, we are proud of our industryleading subscription

Barracuda Doubles Down On Partner And Distributor Profitability

Barracuda Networks announced new enhancements to the Barracuda Partner Success Program aimed at increasing partner margin and profitability and expanding technical enablement for channel partners and distributors.

Investments in the global Barracuda Partner Success Program include:

• Improving partner compensation models globally. Including new discounts and rebates for top-tier partners and the expansion of internal offerings to create more opportunities for partners to maximise their revenue.

• Strengthening distribution. Newly redesigned compensation models support long-term business growth for partners by putting them in a better position to recruit new customers and enable and secure their businesses.

• Enhancing the partner sales and technical enablement. Provides access to four new partner technical

certification courses and expanded technical enablement resources. This includes making it easier for partners to build customised, trackable links to the Barracuda Email Threat Scanner and access reporting on their customer scans.

“As a 100% channel-focused company, we strive to put ourselves in our partner’s shoes to understand their unique perspectives better and deliver on their requirements. We call this ‘partner empathy’,” said Jason Beal, Vice President, Worldwide Partner Ecosystems, Barracuda. “Just three months after launching our global Partner Success program, we are excited to announce key enhancements to the program that will enable our partners to maximise their success through the partner multiplier, leading to greater profitability when they go to market with Barracuda.”

Alongside its investments in partner profitability, Barracuda is also introducing a new Premier-level rebate for top-tier partners. The new rebate program is structured around the customer success framework of the LAER model: land, adoption, expansion, and retention and renewal, to help drive partner profitability. The rebate program rewards partners for achievement of landing new customers, improving full adoption of product

services and our partner-led approach. Pure Storage has been 100 per cent channelled since its founding, and we recognise the pivotal roles our partners play in delivering innovative storage solutions to customers worldwide. With this next evolution, we aim to empower our partners to drive more value and impact in the as-a-service economy as they meet the dynamic global technology needs of today,” commented Wendy Strusrud, VP, Global Partner Sales, Pure Storage.

functionality by customers, expanding offerings across the Barracuda portfolio, and retaining customers through valuable renewals support.

“This new rebate came out of recent discussions with our Partner Advisory Board and is a significant milestone for Barracuda in recognising top-performing partners around the globe,” added Beal.

Investments leading to growth and success for Barracuda and its partners

The Barracuda Partner Success Program was launched in December 2023 with the goal of ensuring partner success around the globe through two core elements: the shared success model and partner agility. A key differentiated element of the programme is Barracuda’s support for reseller partners across multiple routes to market, providing reseller partners with benefits and resources based on their total sales contribution.

As a result of all of the recent investments Barracuda has been making in partner success, the company experienced 14% growth in annual recurring revenues (ARR) for SaaS solutions. The number of hybrid partners is also growing.

Partners participating in the global Barracuda Partner Success Program benefit from a clear path to success under the Premier, Preferred, and Authorised levels. Resellers interested in learning more about the features and benefits of the Barracuda Partner Success Program can visit www.barracuda.com/partners.

D-Link Hosts Regional Distributor Meet 2024

D-Link Middle East & Africa recently organised its Distributor Meet 2024 in Bali, Indonesia, bringing together the crème de la crème of its distributors from across the region. The event was aimed at promoting networking, sharing information, discussing market trends, and providing valuable feedback.

D-Link leaders gave insightful presentations and shared the roadmap for the future while also recognising its distributor partners for commitment, loyalty, and enhanced business growth.

The event was held at The Anvaya Beach Resort Bali, which is known for its luxurious accommodations, stunning ocean views, and top-notch amenities. D-Link’s top distributors were treated to a welcome dinner at Seasand Restaurant upon their arrival, which set the tone for the rest of the event. The highlight of the event was the Excellence & Recognition awards ceremony, which celebrated the outstanding performance of the distributors, and recognised their remarkable contributions and collaborations with D-Link for over 30 years. The ceremony was followed by a culinary voyage at Pasar Senggol, Grand Hyatt Resort, Nusa Dua, where the attendees experienced authentic flavors and live entertainment amidst the enchanting ambiance of Bali.

The group also enjoyed white water rafting in Payangan and a full-day tour that included the Bali Swing, sightseeing at Garuda Wisnu Kencana Cultural Park and Uluwatu Temple, and shopping at Krishna Shopping Centre.

Sakkeer Hussain, Director of Sales and Marketing, D-Link Middle East & Africa, said, “We are thrilled with the success of our Distributor Meet 2024 in Bali, Indonesia. It was a wonderful opportunity to bring together our distributors from across the region and celebrate their achievements. We are grateful for their continued support, dedication, and commitment to our shared goals.

“The power of collaborations was evident throughout the event, and we are excited to see the positive impact it will have on our business in the future. As we move forward, we remain committed to building strong partnerships and driving mutual success.”

D-Link recognises the importance of its distributors in aligning the company’s goals with the efforts of its distribution network. The event was a great success and helped foster collaboration, drive mutual success, and build lasting relationships. As the company looks to the future, it remains committed to building networks that empower people and businesses.

Entrust has partnered with StarLink, an Infinigate Group company, with the aim of providing cutting-edge digital security solutions to organisations in the Middle East and Africa region.

In line with regional efforts to combat looming cybersecurity threats, the two companies are on a mission to provide local customers with the highest standards of cyber security. The new partnership will see StarLink becoming

Entrust’s newest distribution partner for the Middle East and Africa region, providing customers access to the full range of Entrust’s certificate solutions, PKI, identity and access management, encryption key management and hardware security modules.

The partnership was inked during an MoU signing which took place on the sidelines of GITEX Global 2023 in the presence of Simon Taylor, Entrust MEA Channel Director, Alaa Abdo, Vice President of StarLink, and Julien Caifero, Director of Global Business Development at Infinigate.

Simon Taylor, Channel Director, MEA at Entrust, said: “The ongoing digital transformation across all sectors is bound to be coupled with a simultaneous increase in cyberattacks which will continue to increase in sophistication. In light of this, we are delighted to announce our new strategic partnership with StarLink. Together, we aim to strengthen the digital security posture of companies in the region and help them defend against an ever-evolving threat landscape. This partnership is a testament to our solid commitment to better serve our existing and potential customers in the region.”

Julien Caifero, Director – Global Business Development, Infinigate (representing StarLink) said:

“StarLink’s mission is to reshape the distribution landscape by embracing disruptive and innovative approaches. Through this new partnership with Entrust, we are excited to provide them with regional on-ground support, extensive channel networks, and an unparalleled Go-to-Market (GTM) strategy, all of which will further develop and scale their business in the region. We’re excited about the cross-selling opportunities with complementary technology vendors that this partnership brings, and we look forward to expanding our cybersecurity offerings in the MEA region.”

The collaboration will facilitate Entrust’s growth in the government and enterprise markets and extend its reach to regions where it currently lacks a local presence. This strategic alignment also leverages the existing strong relationship between Entrust and Infinigate, the parent company of StarLink, in Europe, offering a seamless bridge into the Middle East market.

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COMMITMENT TO EXCELLENCE

Deepak Motwani, Distribution Manager at Naizak Distribution, discusses their commitment to being a value-added distributor. Adapting to industry trends, they diversify their offerings with new partnerships and solutions while prioritising exceptional support for partners, positioning themselves for continued growth and mutual success in the competitive landscape.

Could you outline some notable milestones that have marked the trajectory of Naizak Distribution’s success?

Over the past years, our journey has been marked by significant milestones. In March 2003, we were honoured to receive the Best Distributor Award from Paessler, recognising our commitment to excellence. Building on this success, we were privileged to be recognised again in November 2023, receiving the Top Distributor Award, reaffirming our position as a leader in the industry. Beyond awards, our core achievement lies in our role as a value-added distributor. Our enduring partnerships with key players in the market underscore our dedication to providing value-added services tailored to our partners’ needs, distinguishing us from mere box sellers. This reputation has solidified our presence in the market and positioned us as a trusted partner in the industry. Additionally, our successful participation in Black Hat in Saudi Arabia last year further showcased our commitment to innovation and cybersecurity, paving the way for future endeavours in the field.

In navigating a highly competitive industry, what strategies does Naizak employ to consistently uphold elevated standards in its products and services?

In navigating the competitive landscape of our industry, Naizak employs a straightforward yet effective strategy centred around being a value-added distributor. We prioritise providing exceptional services to our partners, which includes comprehensive technical and sales training, hands-on support during customer engagements, and tailored assistance throughout the sales process. By ensuring our partners are equipped with the knowledge and resources they need to succeed, we foster a mutually beneficial relationship where both parties thrive.

Additionally, we incentivise and motivate our partners through targeted spiffs and realistic targets, ensuring they feel supported and empowered to achieve their goals. This collaborative approach not only strengthens our partnerships but also drives success for both Naizak and our valued partners.

Could you provide insights into some of Naizak Distribution’s recent and significant partnerships?

Certainly, over the past few years, Naizak Distribution has forged significant partnerships that have greatly contributed to our growth and success. One noteworthy collaboration dates back four years ago when we signed an agreement with Paessler for their PRTG solution. Starting from humble beginnings, our partnership has flourished year after year, resulting in a strong and mutually beneficial relationship. Today, we enjoy a robust business across various regions, marking our journey from small beginnings to a substantial presence in the market.

In addition to our longstanding partnership with Paessler, our focus in 2024 has been on expanding our portfolio with new solutions.

Intending to onboard four to five new vendors, we strategically pursued partnerships that would

complement our offerings. Notably, we succeeded in bringing onboard five to six vendors, covering a range of solutions including SIM, PAM, mobile device management, email security, and cloud email security. These partnerships signify our commitment to providing comprehensive solutions to our clients.

Furthermore, as part of our efforts to enhance our offerings, we continue to engage in partnerships related to firewalls, endpoints, infrastructure monitoring, and storage solutions. These recent collaborations not only diversify our product portfolio but also reinforce our position as a leading distributor in the industry. We are excited to officially announce these partnerships and look forward to further growth and success in the years to come.

From your perspective, what are the prominent technology trends currently influencing the IT landscape in the region, and how is Naizak adapting to these trends?

From my perspective, two prominent technology trends are significantly influencing the IT landscape in the region, and Naizak is actively adapting to these developments. Firstly, cloud computing has emerged as a fundamental solution for organisations seeking to protect their data while enhancing operational efficiency. By leveraging cloud services, businesses can offload the management of their networks to third-party providers, thereby simplifying network management and reducing operational overhead.

Secondly, Managed Detection and Response (MDR) services are gaining traction as an essential cybersecurity solution. MDR offers round-theclock cybersecurity monitoring and threat prevention, providing organisations with comprehensive protection against evolving threats and ransomware attacks. As data protection becomes increasingly critical across industries, MDR services offer a proactive approach to safeguarding sensitive information.

At Naizak, we recognise the growing demand for robust data protection solutions and are strategically aligning our offerings with these trends. By expanding our portfolio to include cloud computing services and partnering with leading MDR providers, we aim to empower our clients with cutting-edge solutions that address their evolving security needs. As organisations prioritise data protection and cybersecurity, we believe that cloud computing and MDR services will continue to play a pivotal role in shaping the IT landscape, and we are committed to staying at the forefront of these technological advancements.

What lies on the horizon for Naizak in the coming years?

As a value-added distributor, our primary focus moving forward is to continue exceeding the expectations of both our partners and vendors. Our commitment lies in providing comprehensive support and valueadded services to our partners, ensuring they have the necessary tools and resources to succeed in the market. This entails offering robust technical assistance, sales support, and strategic guidance to help them navigate challenges and capitalise on opportunities effectively.

Furthermore, we aim to enhance our relationships with vendors by driving significant product revenue and expanding the breadth of our partner network. By delivering strong results and maintaining a broad base of partners selling their products, we provide vendors with increased visibility and market penetration, ultimately contributing to their success and market share growth.

In the coming years, we envision Naizak as a trusted partner that continues to elevate industry standards and drive mutual success for our partners and vendors alike. Our dedication to excellence and our unwavering commitment to delivering value will remain central to our approach, ensuring sustained growth and prosperity for all stakeholders involved.

CONNECTING FRONTIERS

Sakkeer Hussain, Director of Sales & Marketing at D-Link Middle East & Africa, provides a comprehensive insight into the multi-faceted approach that has contributed to D-Link’s evolution in the networking industry over the years.

Since our last conversation, how has D-Link evolved its products and solutions to stay ahead in the dynamic networking industry? Are there any specific areas or technologies that the company has focused on for further enhancement?

D-Link has adopted a multipronged approach to stay relevant in the ever-evolving networking landscape. Our core value remains product innovation, evident in our commitment to research and development (R&D). This allows us to offer a diverse and unrivalled product selection across various networking segments, catering to different user needs.

D-Link has transitioned from individual products to offering complete, end-to-end networking solutions. This encompasses everything from switching and wireless technologies to security, surveillance, and storage. This comprehensive approach simplifies network management for businesses and individuals.

We prioritise user-friendly solutions by focusing on standardised technology with industry-leading functionality. This ensures our products are easy to implement and manage, even for non-technical users. Additionally,

we emphasize cost-effectiveness, making our solutions accessible to a wider audience.

We recognise the importance of staying ahead of the curve. We actively explore and integrate emerging technologies like Industry 4.0 solutions for industrial networking and smart home integration through our flagship Nuclias management platform.

Recently we have focused more on –Security: With the increasing cyber threats, D-Link has prioritised enhancing security features across our product lines. This includes robust encryption protocols and advanced threat detection mechanisms.

Smart Networking: D-Link emphasizes developing intelligent and autonomous networking solutions. This involves AI-powered features for self-optimisation, troubleshooting, and network management.

Sustainability: D-Link acknowledges the growing concern for environmental impact and is exploring ways to develop more energy-efficient networking solutions.

By continuously innovating, offering comprehensive solutions, and adapting to evolving trends, D-Link strives to maintain its position as a leading player in the dynamic networking industry.

social media platforms, customer support interactions, and surveys. We also have dedicated teams responsible for analysing user feedback and extracting valuable insights.

When it comes to integrating feedback, we make sure it is done systematically. User feedback is presented and discussed in product development meetings, where it informs design and functionality decisions. Based on the feedback received, D-Link prioritises improvement areas and integrates them into our product roadmap.

We also sometimes engage in direct communication with users to gain a deeper understanding of their needs and challenges.

How does D-Link’s range of networking solutions address the diverse needs of various industries?

Smart Cities:

D-Link’s Wi-Fi 6 solutions can be deployed to support the growing demand for high-speed and reliable connectivity in public spaces like parks, squares, and government facilities. This aligns with the “smart city” initiatives prevalent in the region.

D-Link’s surveillance solutions (cameras, NVRs) could be used for traffic monitoring, security purposes, and public safety in various urban environments.

D-Link has a tiered partner programme that rewards partners for their commitment and success.Higher tiers offer benefits like deal registration, marketing support, and access to exclusive tools. We also offer various support resources for partners, including pre-sales support, technical support, and access to a dedicated partner portal. ”

You mentioned the importance of customer feedback in shaping D-Link’s offerings. How has user feedback influenced recent product developments, and how does the company ensure seamless integration of customer insights into its innovation process?

User feedback plays a crucial role in D-Link’s product development process. We ensure seamless integration of customer insights on a regular basis.

D-Link actively collects user feedback through various channels, including online product reviews,

Hospitality Industry:

Hotels and resorts can leverage D-Link’s high-performance Wi-Fi solutions to provide seamless and reliable internet access for guests, enhancing their overall experience.

Smart home technologies offered by D-Link, like smart plugs and sensors, can be integrated into hotel rooms for enhanced guest convenience and energy efficiency.

Education Sector:

Schools and universities in the Middle East can utilise D-Link’s secure and reliable networking solutions to support online learning

initiatives and provide students with seamless access to educational resources.

D-Link’s access control and management solutions could be used to manage network access and ensure security in educational institutions.

Oil & Gas Industry:

D-Link’s industrial networking solutions cater to the specific requirements of the oil and gas industry in terms of durability, reliability, and security.

D-Link’s wireless solutions could be used in remote locations within oil and gas fields for essential data transmission and communication.

Given the ever-growing importance of cybersecurity, how does D-Link continue to prioritise and enhance security features in its networking devices? Are there any new security measures or technologies that the company is incorporating into its product design? As the importance of cybersecurity continues to skyrocket, D-Link prioritises and enhances security features in its networking devices in several ways:

D-Link adheres to strict industry standards and certifications, like WPA3 and WPA2 encryption protocols for Wi-Fi networks and secure boot technology for firmware integrity. This ensures our devices meet minimum security requirements.

We integrate various security features into our products, including: Firewalls: These filter incoming and outgoing traffic to prevent unauthorised access.

Guest Networks: Dedicated networks isolate guest devices from the primary network, enhancing security for personal devices and sensitive data.

Parental Controls: These tools allow users to manage internet access for children, restricting access to inappropriate content and websites.

VPN Support: D-Link devices often support VPN (Virtual Private Network) connections, encrypting data traffic and securing remote connections.

D-Link actively invests in research and development to explore and implement emerging security technologies:

AI-powered threat detection analyses network traffic and identifies potential security threats like malware or intrusions.

D-Link regularly releases firmware updates and security patches to address vulnerabilities and enhance overall device security.

D-Link recognises the importance of user education in maintaining robust security. We offer resources like user manuals, online tutorials, and blog posts that educate users on best practices for securing their networks and devices.

Examples of new security measures:

D-Link has been actively incorporating WPA3 encryption, the latest security standard for Wi-Fi networks, into our newer devices. This offers enhanced security compared to the previous WPA2 standard.

D-Link is also exploring the integration of ZTNA principles into its products. This approach grants access based on the principle of “least privilege,” minimising the attack surface and potential damage from breaches.

We continue to be committed to security standards, continuous improvement, and user education, this demonstrates our continued focus on enhancing the security posture of our networking devices.

D-Link has emphasized training and support for partners. Have there been any new initiatives or enhancements in partner training programmes? How is the company fostering stronger relationships with partners and customers to ensure mutual success? We place a strong emphasis on equipping our partners with the knowledge and tools to succeed. From D-Link Academy to training programmes, we take empowering our partners very seriously.

D-Link Academy: This is the central hub for D-Link’s training and certification programmes. It provides access to online courses and resources on various D-Link technologies,

including switching, wireless, security, storage, and IP surveillance.

Free Partner Training: Being a registered D-Link partner grants access to free online training modules through the partner portal and the D-Link Academy.

Certification Programmes: D-Link offers tiered certifications for sales and technical professionals. These certifications validate a partner’s expertise in D-Link solutions and can unlock higher partnership tiers with greater benefits.

Beyond training, D-Link has a tiered partner programme that rewards partners for their commitment and success. Higher tiers offer benefits like deal registration, marketing support, and access to exclusive tools. We also offer various support resources for partners, including pre-sales support, technical support, and access to a dedicated partner portal.

By providing comprehensive training, certifications, and a supportive partner programme, we are empowering our partners to effectively sell and implement our solutions.

Looking ahead, what is D-Link’s strategic roadmap for the next few years? Are there specific areas of focus, partnerships, or market trends that the company aims to leverage in its continued growth and leadership in the networking industry?

D-Link is well-positioned to capitalise on growth markets like Smart Home & SMB Networking, Internet of Things (IoT) and we will prioritise technology advancements such as Wi-Fi 6 & 6E and developments in security.

We are always looking for collaboration partners, mostly in the smart home and IoT space and serviceproviding space.

Our business focus is to continue developing user-friendly interfaces and mobile apps for easy network management and continue to focus on the value we offer our customers.

By staying ahead of these trends and leveraging our existing partner network and training programmes, we are confident we can solidify our position as a leader in the evolving networking landscape.

DR. ALI BAGHDADI

Get a glimpse into the entrepreneurial journey of Dr. Ali Baghdadi, SVP and Chief Executive of Ingram Micro, marked by relentless learning, strategic foresight, and impactful contributions to the tech industry, epitomizing resilience amidst challenges and dedication to fostering innovation and positive change.

Reflecting on key moments

Throughout his journey, he has remained a passionate learner. While pursuing his MSc & PhD in Computer Science at Imperial College in London, he taught himself how to build microcomputers and write operating systems. His knack for raising research funds led him to sell solutions to major companies like Cambridge Electronics UK and Cameca in France. Continuously expanding his expertise, he holds four patents in AI and has garnered profound insights from his involvement in company building, mergers, acquisitions, and team leadership.

Founding his first company, Aptec (Appropriate Technology), marked the beginning of his entrepreneurial endeavours. Initially focusing on Intelligent Controllers manufacturing, Aptec evolved into a Value-Added Distributor (VAD) as it integrated with other vendors. By leveraging technical acumen to anticipate technological shifts, he steered Aptec’s growth through strategic acquisitions, eventually culminating in its acquisition by Ingram Micro, a Fortune 100 company, and ascending to a multibillion-dollar entity in its own right.

Driven by a passion for leveraging technology to improve lives, he has actively contributed to charitable causes since his student days, offering tech expertise to support communities and organisations. Presently, he champions startups with promising ideas that align with his vision of impactful innovation.

His dedication and achievements were recognized in 2021 when he was

honoured with the Entrepreneur

of the Year Award by Imperial College London, a testament to his remarkable contributions to the tech industry.

Overcoming obstacles

As a fledgling company, he faced unique hurdles, with cash flow and working capital posing persistent challenges. Prioritising positive cash flow over immediate profitability was paramount. During periods of economic downturn, he navigated by seeking solutions that enhanced efficiency and lowered costs, leading to growth amidst adversity

Another challenge is the shortage of skills, such as Cybersecurity skills. Distinguishing genuine experts from those merely claiming expertise, particularly in AI and data science, remains a priority, emphasizing the need for rigorous identification processes beyond superficial claims.

Adapting to the evolving landscape

With a dedicated team of research specialists, they actively explore novel technologies and emerging vendors aligning with their strategic trajectory. They foster university partnerships on two fronts: by offering internships to groom aspiring talents and by engaging

in collaborative research initiatives. Sponsoring and overseeing projects across UK universities, spanning areas like Data Science, Quantum, and Space programs, they serve as catalysts for groundbreaking innovations poised to shape the future landscape. These collaborations illuminate pathways to forthcoming breakthroughs, guiding their innovation endeavours.

Trends and Challenges Ahead

Anticipating the future is paramount, with technology advancements like Cloud, Cybersecurity, ARR, AI, GenAI, Quantum Computing, and high-speed GPUs rapidly shaping new industry segments. Success hinges on specialization and service provision capabilities, with a focus on delivering cutting-edge solutions. Collaboration with industry frontrunners is instrumental in navigating upcoming developments and staying ahead of the curve.

Sustaining Positive Impact

Investing in training and education is pivotal for channel support, especially with the emergence of new technologies and solutions. To bridge skill gaps, they deploy services and consulting experts, while comprehensive training programs operate across all regions. These initiatives extend to their internal teams, including senior leaders attending prestigious business courses like those at Stanford University, where he is an alumnus. Their commitment to Environmental, Social, and Governance (ESG) initiatives underscores their holistic approach to knowledge dissemination, exemplified by active participation in events like COP28.

Advice to Emerging Leaders

Courage is key and he does not believe in ‘this is how it works’ statements. Recognising one’s weaknesses is crucial, emphasizing the importance of partnering with teams possessing superior expertise in finance, technology, or operations. Furthermore, prioritizing mentorship and delegation ensures knowledge dissemination and fosters success. Beyond that, fundamental attributes such as financial acumen, ethical conduct, and fulfilling promises are indispensable for achieving success.

WALID GOMAA

Gain insights from Walid Gomaa, CEO of Omnix International on fostering trusted relationships, overcoming challenges, and adapting to the evolving technological landscape, emphasizing continuous learning and collaboration for sustained positive impact and offering valuable advice to emerging leaders.

Reflecting on key moments

Within the dynamic channel industry, there are foundational pillars that remain constant: trust, vision, leadership, and networking. Throughout his career spanning prominent international organisations such as IBM, EMC, Huawei, HP, and now at Omnix, the central emphasis has always been on fostering trusted relationships within the channel.

During his tenure in Saudi Arabia, he spearheaded the establishment of a document management venture virtually from the ground up. Recognising that their growth potential was contingent upon expanding their reach, he focused on cultivating strategic partnerships. The outcome was remarkable and earned regional and global recognition.

As a managing director in Qatar, he prioritised the cultivation of robust partner relationships, resulting in significant boosts in revenue generation and heightened customer satisfaction. This same goal of fostering strong partnerships was mirrored in his management of infrastructure solutions, consistently leading to positive outcomes.

Overcoming obstacles

Some of the challenges he has encountered in the channel industry include partner alignment, channel conflict, channel performance measurement, and channel expansion and management.

To effectively navigate through these hurdles, he found it necessary to adhere to specific guiding principles. Firstly, maintaining transparency and fostering trust was fundamental.

Additionally, he ensured that channel partners received adequate training and support to effectively promote and support their organisation’s products or services.

He also assisted them in expanding into new markets and supported them in their demand-generation activities.

Adapting to the evolving landscape

As a leader, he employs several key strategies to adapt to the evolving landscape of technology and business. The most important one is prioritising continuous learning. He makes it a priority to stay abreast of emerging technologies, market trends, and industry best practices through ongoing learning initiatives. Pursuing certifications from esteemed institutions like MIT and UC Berkeley is one way he ensures that he remains informed and equipped to lead effectively.

Additionally, he creates a collaborative environment within his team by establishing cross-functional teams, facilitating regular team meetings, and encouraging knowledge sharing among team members.

Furthermore, he actively pursues opportunities to collaborate with external partners, including technology vendors, industry associations, and research institutions.

Trends and Challenges Ahead

As we look ahead, key trends and challenges demand attention and tailored

strategies. The evolving partner ecosystem sees the emergence of new types like digital agencies and SaaS providers, requiring channel leaders to emphasize partner enablement and collaboration. Digital transformation and AI’s rise reshape customer expectations, urging leaders to invest in digital tools and training. Globalisation adds complexity, requiring regional adaptation and cultural awareness. Addressing talent shortages, especially in AI and cybersecurity, necessitates comprehensive training and alternative talent sourcing. Embracing continuous learning and development is essential for navigating these dynamic industry shifts.

Sustaining Positive Impact

His goal is to continue sharing valuable insights, expertise, and best practices across diverse channels, including speaking engagements, industry publications, and online platforms. He is committed to offering mentorship and coaching to emerging leaders and professionals within the channel community. He prioritises collaborations with fellow industry leaders, organisations, and stakeholders to tackle shared challenges, promote collective action, and nurture a cooperative and supportive environment within the channel community. Additionally, he will prioritise his ongoing learning and development to stay informed about emerging trends, technologies, and best practices within the channel community.

Advice to Emerging Leaders

Emerging leaders within the channel sector should prioritise the cultivation of strong relationships with partners, clients, and industry peers. Given the rapid evolution of the channel landscape, adaptability and agility are essential traits for success in navigating the shifting market conditions and meeting evolving customer needs.

It is also crucial to lead with integrity and uphold ethical principles, maintaining high standards of professionalism, honesty, and fairness in all interactions. Seeking mentors and role models who can offer guidance and support is paramount as they progress in their careers.

Lastly, a dedication to continuous learning is vital. Emerging leaders should remain curious and proactive in seeking out opportunities for professional development, whether through formal education, industry certifications, or informal learning avenues.

VIJAY BABBER

Delve into the journey of Vijay Babber, Channel Manager at Skyhigh Security as he reflects on pivotal moments, conquers obstacles, fosters innovation, anticipates future trends, expands positive impact, and shares invaluable advice for emerging leaders within the ever-evolving realm of channel management.

Pioneering Engagement

Reflecting on his career, numerous pivotal moments have contributed to his success and growth within the channel industry. Central to his achievements is the art of effectively engaging with channel partners and customers. Embracing digital transformation, he prioritised not only adapting to new technologies but also enhancing interactions with partners, thereby optimising operations for enriched experiences. Another critical juncture was the early decision to cultivate strong, mutually beneficial relationships in new partnerships, recognising the interconnectedness of success between channels. Moreover, he highlights the importance of continuous learning, enablement, and incentivisation for sustained success. By prioritising robust relationships beyond transactions, understanding partners’ business models, and fostering collaboration through regular joint business planning, he has fostered shared successes and a more resilient channel network.

Conquering Obstacles

The channel industry is fraught with challenges, and he has encountered several obstacles during his time in the channel. From market saturation to evolving technology landscapes and the constant struggle to maintain partner engagement and loyalty, navigating these obstacles demands a strategic approach. To stand out amidst market saturation, they emphasized unique value propositions and superior customer service. Addressing the swift pace of technological evolution, they fostered a culture of continuous learning and innovation within their team,

enabling them to adapt and capitalise on innovative technologies effectively. Furthermore, maintaining partner engagement necessitated a robust partner programme offering tangible value, support, and incentives, fostering mutually beneficial relationships.

Fostering Innovation

Navigating a rapidly evolving sector demands agility and foresight, necessitating a multifaceted approach. Prioritising staying abreast of industry trends and advancements through continuous learning and networking with experts, peers, and colleagues is paramount. Cultivating a culture of innovation within the team is crucial, fostering an environment where creative thinking is encouraged, and failures are embraced as opportunities for growth. Open communication, collaboration, and the exploration of new ideas without the fear of failure are essential components of this forwardthinking mindset, propelling the team towards continual improvement and success.

Addressing Future Trends

Looking ahead, he sees several trends for channel leaders, including the

increasing importance of cloud computing, cybersecurity, and the rise of AI and machine learning. All these present both a challenge and an opportunity, requiring everyone to stay ahead of the curve in understanding and leveraging these technologies for partners and customers.

Addressing these challenges and trends requires a comprehensive, proactive approach that includes staying informed about the latest threats and trends, investing in continuous education and training, fostering a security-aware culture, and building strong, collaborative partnerships with partners and customers.

Expanding Positive Impact

This involves several key initiatives, one of which is the continued investment in talent development, ensuring we build a skilled workforce that can drive the industry forward. One key program is fostering a more collaborative, innovative, and inclusive channel ecosystem, as well as recognising the value that the channel brings. This can be done through launching initiatives that promote knowledge sharing and collaboration among the channel partners, such as forums, webinars, educational workshops, and roundtable discussions.

Advice for Emerging Leaders

To emerging leaders in the channel sector, his advice is to focus on building strong relationships, and cultivating a deep understanding of the partner’s needs and continuously strive to add value to relationships. Understand that trust and mutual respect are the foundation of any successful partnership. Stay adaptable, continuously seeking to learn and grow, and encourage team to do the same. Embrace innovation, not as a buzzword, but as a mindset that drives strategy and operations.

Invest in personal and professional development, and never underestimate the power of networking and building strong relationships within the industry. Lastly, always operate with integrity and a customer-centric approach, as these are the cornerstones of lasting success in the channel ecosystem.

2024 INSIGHTS:

PREDICTIONS INFLUENCING REGIONAL CYBERSECURITY CHANNEL

Rob Spee, Senior Vice President of Global Channels & Alliances at BeyondTrust, outlines three trends expected to influence the regional cybersecurity channel in the upcoming year.

As we enter 2024, the GCC channel must shake off the lingering uncertainty that comes with watching the rest of the world struggle. We may see inflation and geopolitical unrest outside our door. But if we keep our heads and make the right moves, we can sift out opportunities and make this year a great one.

New technologies (generative AI) are afoot; hands are wringing over a surge in sophistication within the threat landscape; and the region’s regulatory bodies continue to redefine risk management. The world over, we see channel growth outpace the cybersecurity industry as a whole and the vast majority of revenue comes through partners.

Here are three trends that will shape the regional channel this year.

1 Partner success as a route to customer success

Successful partners go on to become champions for customer success, as shown in a report from the Association of Strategic Alliance Professionals (ASAP). It has been a long time since customer success has

been treated as an abstract side-effect of engagement. Entire departments and managers have been dedicated to the concept since the turn of the century. When cloud computing took off, service-heavy offerings prompted renewed focus on customer success, leading to the emergence of customer success platforms.

Channel partners have become a huge part of the decision-making process. Cybersecurity is now so critical and skills so scarce that end customers rely heavily on the channel for implementation, integration, and testing. It is therefore inevitable that partner success managers will start to work more closely with customer success managers.

2SaaS metrics as measurement of partner ROI

This year, expect to see the enhancement of channel metrics using SaaS growth metrics, so vendors can see the true impact of the channel amid a transition to the partner ecosystem. Measuring this impact will be critical in making a business case for investment in these emerging ecosystems. Vendors must

get to grips with the different types of value added by the various types of partner; and traditional partner sales metrics don’t cut it. Even new metrics — partner influence, competency, and service quality, for example — do not capture the full value adds. That is why companies will look at impact through the lens of broader SaaS growth metrics such as customer lifetime value (CLTV), customer acquisition cost (CAC), and net recurring revenue (NRR).

3 AI as an accelerant for growth of partner ecosystems

Who in the region did not have a half dozen conversations or more last year on the topic of AI? Whether those conversations were fearful whispers or excited roars, we cannot ignore that generative AI has gripped the imagination of millions. As 2024 progresses, we will see many vendor partners incorporate AI technology

into their products and platforms. The channel is how companies expand into new territories, but the localisation of content brings with it a range of timeand cost-related challenges. Vendors can enable distributors, resellers, and systems integrators through platforms that leverage AI to generate sales scripts, marketing content, and learning resources in multiple languages.

Many channel technology vendors have already begun to incorporate AI into their self-service partnerenablement and partner-management platforms. This approach adds great value to the channel because partners get access to information that is specific to their market challenges. AI-generated narratives have become so advanced that they even include context-sensitive value propositions. And when exploring the addition of a new partner, we can test the joint value proposition to see if the partnership will bring value to the customer.

Beyond the horizon…

As ever, opportunities will camouflage themselves as challenges. Looking further ahead, to the end of the decade, we can see partnering evolve from a department to a business strategy. As the orchestrated partner ecosystem becomes the de-facto standard, we will see partners add value across all departments, from marketing and sales to product development and service delivery. Channel leaders must ensure that their colleagues are aware of the potential value-add so they can move as one to capitalise on the prospects.

Traditional inbound and outbound strategies are being replaced by a socalled “surround” strategy, also known as “nearbound”. This approach rests on the premise that customers are surrounded by their trusted advisors. As the more visionary businesses prioritise the partner experience, they will be ensuring that those trusted advisors are enthusiastic, knowledgeable ambassadors for the vendor’s offerings.

Before the end of the 2020s, we will see this trend accelerate as companies see what enormous impact the partner ecosystem can have on their growth, EBITDA (earnings before interest, taxes, depreciation, and amortisation), and valuation. Cloud-native software vendors are leading the way, some having already created the role of Chief Partner Officer and started recruiting for it on LinkedIn. These new boardlevel executives will be poised to raise the profile of partnering to company strategy, and help their colleagues introduce it to their own departments.

Be of good cheer!

The region’s partner ecosystem has every reason to be upbeat about the year ahead. This is an exciting time for our teams. Traditionally the channel has been regarded as a means to an end — a path to customers. Channel leaders have thus been sidelined as expensive overheads and have taken a back seat to salespeople. But as we make this move from “the channel” to “the partner ecosystem”, partner teams will find themselves front and centre. We know that all software vendors will eventually adopt the SaaS model. Who else can be relied upon to drive this transition other than channel chiefs? The Chief Partner Officer will create an ecosystem for customer success and build the team to support it. The very presence of the role in recruitment markets is proof that 2024 is the year we stop talking about an ecosystem strategy and start executing it. A thrilling wind of change is blowing. Are you prepared to overhaul your channel programme and be a part of it?

Rob Spee, BeyondTrust

NAVIGATING PARTNERSHIP EVOLUTION

What were the key topics and significant announcements at the SolarWinds partner summit?

The SolarWinds partner summit, known as the Transform Partner Summit, is a relatively new but impactful event that had its inaugural edition last year and recently completed its second iteration. The summit serves as a platform for SolarWinds to engage with partners and share valuable insights, strategies, and innovations.

The summit focused on addressing crucial topics and concerns related to SolarWinds’ partnership with various regional teams. It provided a forum for sharing updates on new gearing models and enablement plans, highlighting SolarWinds’ commitment to fostering strong partnerships with its associates. The emphasis extended to ensuring the success and profitability of partners, with a particular focus on protecting their interests concerning existing customers.

To cater to the diverse needs and concerns of partners across different regions, specific time slots were allocated for the Middle East. This allowed for direct interaction with SolarWinds’ executive teams, enabling partners to express their concerns, share feedback, and discuss areas for improvement. The inclusion of breakout sessions further facilitated in-depth discussions on various aspects of SolarWinds’ offerings.

A notable feature was the Partner Advisory Board, where SolarWinds’ partners engaged in an intimate and collaborative setting with executives. This session aimed to explore ways to enhance SolarWinds’ business in EMEA, reflecting the company’s dedication to considering partner input in strategic decisionmaking.

The summit covered a broad spectrum of topics, with a prominent focus on the growth of partner tiers and strategies to enhance partner profitability. Insights were shared on SolarWinds’ journey in hybrid cloud observability, the ITSM platform, and the database platform. Additionally, operational aspects such as registrations and portals were discussed, providing partners with comprehensive information about SolarWinds’ offerings and support systems.

The event’s structure allowed for a well-rounded exchange of ideas, fostering collaboration between SolarWinds and its partners. It served as a platform not only to showcase the company’s progress and plans but also to actively engage with partners, gather feedback, and strengthen relationships. Overall, the Transform Partner Summit demonstrated SolarWinds’ commitment to its partners and the collaborative growth of both parties in the dynamic tech landscape.

How has SolarWinds’ partner program evolved since its launch in 2022?

Since the launch of SolarWinds’ partner program in 2022, several noteworthy changes and enhancements have been implemented, reflecting the company’s commitment to addressing partner needs and fostering a more robust and collaborative ecosystem. These changes were highlighted by SolarWinds’ EMEA VP of Sales, Laurent Delattre, during the recent Transform Partner Summit. A pivotal aspect of the evolution in SolarWinds’ partner program was encapsulated in a slide presented by him, outlining the transformations initiated in response to partner feedback and expectations. The slide became a focal point during the event, illustrating a tangible and well-received commitment to partner-centric improvements.

Partners expressed a range of needs, and SolarWinds responded by incorporating crucial elements into the partner program. Key partner requests included a focus on incumbency, a desire for an improved deal registration process, enhancements to the partner portal, and an emphasis on streamlined partner enablement. SolarWinds took these inputs seriously, recognising the importance of facilitating a more efficient and collaborative environment for its partners.

A significant shift in SolarWinds’ strategic approach was underscored by a transition from the previous year’s theme of “channel first” to the current theme of “channel only.” This shift reflects SolarWinds’ dedication to prioritizing and further strengthening its relationships with channel partners as the primary avenue for business engagement.

The emphasis on channel-only operations underscores SolarWinds’ commitment to aligning its strategies more closely with the interests and success of its partners. This approach was well-received by the partner community, signalling a positive step towards fostering deeper collaboration and mutual growth.

The changes implemented in the partner program were not arbitrary but based on comprehensive feedback mechanisms such as Net Promoter Scores (NPS), Net Dakota Scores, and ongoing partner input. The recognition of the value of partner feedback is evident in SolarWinds’ proactive efforts to understand partner needs and execute changes accordingly.

Abdul Rehman Tariq Butt, Regional Sales Director – Middle East, at SolarWinds shares insights from the Transform Partner Summit giving a deep dive into SolarWinds’ Partner Strategy, Program Evolution, and Future Outlook.

The transformative initiatives were so impactful that partners, including those with longstanding relationships spanning 14 to 15 years, expressed excitement about the positive developments. This enthusiasm from longstanding partners indicates a substantial and positive shift in the perception of SolarWinds’ commitment to partner success and satisfaction.

While specific details of the changes were shared confidentially with partners, the overarching sentiment is one of a dynamic and responsive approach by SolarWinds to address partner needs, making the partner program more robust and conducive to mutual growth. The ongoing commitment to partner-centric enhancements positions SolarWinds as a proactive and collaborative partner in the evolving tech landscape.

What is part of SolarWinds’ partner strategy in 2024?

In our partner strategy for 2024, particularly focusing on the Middle East region, one of our primary objectives is to establish and maintain robust collaboration with our partners. The recognition and accolades received by many of our Middle East partners at the Transform Partner Summit underscore the success of our

collaborative efforts in the region. The goal is to continue this positive momentum by fostering clear communication about our strategic direction.

Our emphasis includes key areas such as the hybrid cloud observability journey, the IT Service Management (ITSM) journey, database solutions, and our security products. We aim to align our strategies with the specific needs and focus areas of our partners, ensuring that they receive tailored support and resources.

Recognizing the diversity of our partners and their specialization in different verticals, we are committed to providing dedicated support to specific segments.

Historically, SolarWinds has operated with a customer-centric, direct selling model. However, in our evolving strategy, we are looking to integrate a more collaborative approach with our channel partners. We acknowledge the mutually beneficial relationship where channel partners bring us business, and we reciprocate by supporting their growth. A focal point of our strategy is reintroducing our partners to specific customers and accounts, enabling them to expand their business in conjunction with SolarWinds.

During the Transform Summit, we delved into discussions about enhancing

integration with partners, especially those who offer complementary products to our solutions. This collaborative approach ensures that our partners can seamlessly propose joint offerings to customers, creating a more unified and compelling value proposition.

This strategy is not a one-time initiative but rather an ongoing commitment. We have gathered valuable insights from feedback received not only from the Middle East partners but also from counterparts in European regions, including France and Turkey. These insights, reflected in the extensive notes generated during the summit, serve as a foundation for replicating successful strategies in the UAE, Saudi Arabia, Qatar, and other areas within the Middle East. The goal is to build a dynamic and adaptable partnership model that continuously evolves to meet the unique needs of our partners and the dynamic tech landscape.

Having a dedicated channel resource facilitates better communication and relationships with partners, allowing for a more personalised and effective collaboration. Sheetal Kalra, Channel Manager – Middle East &Turkey, plays a crucial role in supporting and communicating with partners.

What can partners expect from SolarWinds in the coming years?

In the upcoming years, partners can anticipate a significant shift towards collaboration with Solarwinds, marking a departure from the previously siloed approach. Particularly in the Middle East, where SolarWinds has established a mature market presence, partners can look forward to increased transparency, engagement, and accountability. This evolution entails a stronger emphasis on partner enablement, certification, and technical skills advancement, reflecting SolarWinds’ commitment to fostering mutual growth and success. Expectations for partners will encompass metrics beyond revenue, including factors such as technical expertise, team certifications, and sales proficiency. In return, partners can anticipate enhanced value propositions, including improved margins, heightened protection, and increased opportunities through deal registrations, ensuring a mutually beneficial partnership moving forward.

EMPOWERING PARTNERS

Kendra Krause, Senior Vice President of Global Channels and Small Business Sales at Sophos shares insights into Sophos’ Partner Care, Enhanced Incentives, and FutureReady Approaches for Cybersecurity Challenges..

Could you provide more insights into the motivation behind introducing Partner Care in the Sophos global partner programme and how it aligns with the company’s overall channel strategy?

Sophos has never been more committed to the channel, and we’re always looking for new and improved ways to support our partners. We saw a need to help partners create efficiencies, so they have valuable time back to focus on selling and supporting their customers with advanced security solutions and managed services.

How does Sophos envision Partner Care benefiting partners and Managed Service Providers (MSPs) in terms of streamlining administrative and operational tasks?

With the new Partner Care offering, we’ve introduced a dedicated team of specialists to support partners with any kind of operational or non-sales needs. If, for example, a partner needs support with the creation of a quote or transferring a license they can easily reach this team for quick and easy support. With a dedicated new Partner Care team of specialists, we can now streamline operations and speed up response times and overall time to task resolution. We’re eliminating the administrative work for partners so they can focus on supporting their customers, and, ultimately, boost productivity and profitability.

More robust security strategies. Sophos is the only provider that combines decades of attacker knowledge with realtime threat intelligence to protect customers. This intelligence is integrated into our MDR services and all of our products, from endpoint, network and email to Sophos Central, to automatically react and stop attacks in progress. By making discoveries faster, Sophos X-Ops empowers Sophos and its partners to protect customers faster.”

What specific challenges or issues in the mid-market and small business organisations led to the development of Partner Care, and how does it address those challenges?

Again, we’re always looking for new and improved ways to support our partners. We looked at the most frequently asked questions from partners and we interviewed our

top partners to understand their needs and how we can best support their business and growth.

We saw a need to help partners create efficiencies so they have valuable time back to focus on selling and supporting their customers with advanced security solutions and managed services.

The additional 5% reward for partners selling Sophos Managed Detection and Response (MDR) is an intriguing enhancement. Can you elaborate on the reasoning behind this incentive and its duration until March 31, 2024?

Today’s threat landscape is too difficult, complex and fastmoving for most organisations to effectively manage on their own. Cyberattacks aren’t slowing down, as evidenced by threats that Sophos X-Ops processes.

Organisations need managed security services more than ever, and there’s a massive opportunity

for channel partners to meet this need. Sophos Managed Detection and Response (MDR) is the most widely used MDR offering globally, protecting more than 20,000 organisations around the world, and we’re aggressively expanding to meet increasing demand.

How does Sophos plan to educate and empower partners and MSPs through the Sophos X-Ops unit to effectively address and navigate the evolving threat landscape?

Today’s active adversaries move fast and are constantly changing their TTPs. Partners and MSPs need to be on top of – and really understand – attacker behaviours to effectively protect against them.

With Sophos X-Ops threat intelligence, we’re arming partners and MSPs with the information and understanding they need to stay protected against constantly

evolving threats and build stronger, more robust security strategies. Sophos is the only provider that combines decades of attacker knowledge with real-time threat intelligence to protect customers. This intelligence is integrated into our MDR services and all of our products, from endpoint, network and email to Sophos Central, to automatically react and stop attacks in progress. By making discoveries faster, Sophos X-Ops empowers Sophos and its partners to protect customers faster.

Considering the dynamic nature of cybersecurity threats, how does Sophos plan to adapt and evolve its partner programmes to stay ahead of emerging challenges?

Sophos will continue to invest in technology innovations, services and expertise that we seamlessly integrate into our complete portfolio

of cybersecurity solutions, including MDR services and endpoint, network, and email protections.

In terms of future developments, are there any strategic shifts or areas of focus within Sophos that partners should be aware of to align their businesses with Sophos’ long-term goals?

MSPs and channel partners should invest in delivering the industry-best, fully managed security services that are backed by solutions that detect and defend the earliest indication of an attempted attack. They should prioritise vendors that can help them better understand what’s at stake, how attackers operate and their mindset, and also provide the technology and human security solutions that defend now, today and into the future as adversaries change their TTPs.

STRATEGIC SHIFT TO SUBSCRIPTION MODELS

Geoff Greenlaw, VP of EMEA and LATAM Channel at Pure Storage, discusses their strategic shift to a subscription-based model to enhance autonomy and profitability, empowering partners to adapt to changing preferences and make data-driven decisions, fostering mutual success in the subscription economy.

What influenced Pure Storage’s strategic evolution in the Partner Program to shift towards a subscriptionbased model?

Pure Storage’s strategic evolution in the Partner Program towards a subscription-based model has been significantly influenced by several key factors. One of the primary drivers has been the extensive feedback gathered through global partner advisory councils, which typically convene around 20 executives from the partner ecosystem. This feedback highlighted a growing demand among customers for subscription-based models, driven by the desire for increased flexibility and ease of management.

Subscription models offer customers greater stickiness, as once they adopt a subscription, they are more likely to remain with both the partner and Pure for an extended period compared to traditional CapEx sales.

Additionally, Pure Storage’s technology, particularly the Evergreen portfolio and storage as a service offerings, align with the trend towards pay-as-you-go models, addressing customers’ preferences to shift from CapEx to OpEx. This transition is fueled by the reluctance of customers to allocate large sums of capital upfront for multimillion-dollar transactions, further underscoring the pivotal role of subscription-based models in facilitating the move towards OpExbased expenditure.

Can you elaborate on the specific updates and incentives introduced in the Partner Program aimed at

enhancing partner empowerment, scale, and preference?

The updates and incentives introduced in the Partner Program are strategically designed to enhance partner empowerment, scale, and preference across three key areas of evolution.

Firstly, the focus is on driving further autonomy for partners, aiming to create what I term as a “pure force multiplier.” This entails empowering partners to become more self-sufficient, enabling them to independently navigate and accelerate their business with Pure Storage.

Secondly, there’s a strong emphasis on increased automation and the development of enhanced tools for partners. These tools are geared towards amplifying partner empowerment, facilitating proactive business acceleration, and streamlining processes to enhance efficiency.

Lastly, the Partner Program aims to assist partners in predictably driving more profitable growth. Internally termed as “partner 2.0,” this initiative reflects Pure Storage’s commitment to prioritising partnerships and supporting partners’ aspirations

for growth. By listening to feedback gathered through partner advisory councils, the programme is tailored to meet the evolving needs of partners, providing them with the necessary resources and tools to succeed.

Key initiatives include the launch of independent and predictable pricing tools, dashboards for tracking certifications and incentives, tools for monitoring customer deployments to identify upgrade and upsell opportunities, and the introduction of an Electronic Data Interchange (EDI) integration for automating order placement processes. These initiatives are accessible across all routes to market, catering to resellers, managed service providers (MSPs), distributors, and global system integrators (GSIs), ensuring inclusivity and alignment with partners’ preferences and business models. Ultimately, the goal is to equip partners with the tools and capabilities needed to accelerate their business growth and enhance their success with Pure Storage.

How will the evolved programmatic pricing model benefit partners, and what considerations went into determining the structure based on partner type, tier, and deal registrations?

The evolved programmatic pricing model is designed to significantly benefit partners by streamlining the pricing process, enhancing autonomy, and providing greater transparency and efficiency.

One of the key considerations in developing this model was addressing the bottleneck created by Pure’s involvement in every transaction along the sales process historically. To overcome this, a new pricing model framework has been introduced, which offers partners a set level of discount based on their tier (elite or preferred). This allows partners to provide quotations to customers independently, without needing to involve Pure in every pricing decision.

By simplifying the pricing process and enabling partners to quote independently, the programmatic pricing model enhances efficiency and reduces delays in the sales cycle. Partners can quickly and accurately

generate quotes based on their tier and customer requirements, leading to faster decision-making and improved customer satisfaction.

Moreover, the model provides access to deal registrations, further empowering partners to manage their sales pipeline and capitalise on opportunities autonomously.

Additionally, the introduction of automation, auditing, and reporting capabilities ensures greater transparency and accountability in pricing decisions. Partners can easily track their performance, identify areas for improvement, and leverage intelligence tools to gain insights into pipeline management, upgrade opportunities, and upsell potential.

Overall, the evolved programmatic pricing model is structured to benefit partners by promoting independence, efficiency, transparency, and profitability, thereby strengthening their partnership with Pure Storage and driving mutual success.

Given the increasing significance of the subscription economy, how does Pure Storage foresee supporting partners in adapting to changing customer preferences and infrastructure needs?

To facilitate this transition, Pure Storage is driving significant enablement efforts focused on subscription-based models. We provide partners with bespoke training tailored to understanding the differences between CapEx and OpEx orders, as well as their implications on the customer’s balance sheet. This training ensures that partners are equipped with the knowledge and skills necessary to effectively communicate the value of subscription-based models to their customers.

Moreover, beyond training, Pure Storage emphasizes the importance of the technology and business model behind subscription offerings. Our Evergreen model is a cornerstone in this regard, offering customers ongoing access to the latest innovations and upgrades without the need for disruptive forklift upgrades. This model provides partners and their customers with peace of mind, knowing that their storage environment will remain up-to-

date and optimised without the typical disruptions associated with legacy systems.

In summary, Pure Storage is committed to providing comprehensive support to partners navigating the shift towards subscription-based models. By offering tailored training, highlighting the benefits of subscription offerings, and leveraging innovative technology like the Evergreen model, we aim to empower partners to meet the evolving needs of their customers while driving mutual success in the subscription economy.

Could you provide insights into the new Partner intelligence dashboard and how it will assist partners in managing engagements, identifying opportunities, and making data-driven decisions?

The new Partner Intelligence Dashboard represents a significant advancement in empowering our partners with deeper insights into the performance and utilisation of Pure Storage systems within their customers’ environments. By leveraging technologies like Pure1, which is our proprietary internal dashboard, partners gain access to comprehensive data regarding customer utilisation, upgrade opportunities, and more. This dashboard is designed to provide partners with greater autonomy in managing their engagements and identifying growth opportunities. With access to real-time data and analytics, partners can make informed, data-driven decisions about upgrades, upsells, and renewal opportunities. By putting this information directly into the hands of our partners, we enable them to take proactive measures to optimise customer environments and drive mutual success.

While Pure Storage remains available to support partners at every opportunity, the primary objective of the Partner Intelligence Dashboard is to empower partners to make independent decisions and take ownership of their customer relationships. This autonomy allows partners to tailor their strategies and offerings based on the unique needs and preferences of each customer, ultimately driving greater value and satisfaction across the board.

EXPLORING ENTREPRENEURIAL WISDOM

Delve into the leadership journey of Michael Andersen, CEO of EuroTech ME, his vision for organisational success, and his commitment to supporting employees’ work-life balance.

Can you share insights into your leadership journey and the experiences that have shaped your approach as a leader?

My leadership journey has been characterised by a “learn as you go” mentality, marked by numerous mistakes and valuable lessons.

It all began with my father’s entrepreneurial influence, as he ran his own company when I was living in Denmark. Naturally, I was drawn to the idea of building my own business, particularly in the IT sector where my passion lies. Starting as a cybersecurity engineer, I moved to the UAE in 2008 and, after about 8 months, took the leap to establish my own company, EuroTech. Initially, I handled every aspect of the business - from sales and marketing to HR and finance - which provided me with a foundational understanding of various functions. Despite making costly mistakes along the way, I view them as opportunities for growth and learning.

So could you walk us through your vision for the organisation and how you plan to steer it towards success?

Our vision for the organisation is not solely focused on becoming the biggest, but rather, on being the best. Quality is at the forefront of everything we do. We strive to be the go-to team known for delivering flawless results, ensuring that when clients need something done to perfection, they turn to us without hesitation. We are committed to upholding the highest standards, refusing to take shortcuts or compromise on quality for the sake of cost. Our goal is to make our clients’ experience seamless and worryfree, prioritising their satisfaction above all else. We believe in transparency and accountability, openly admitting when we may not have all the answers but committing to delivering exceptional quality in every

Quality is at the forefront of everything we do. We strive to be the goto team known for delivering flawless results, ensuring that when clients need something done to perfection, they turn to us without hesitation.”

project. Our approach to management emphasizes the importance of doing things the right way and maintaining a culture where attention to detail and adherence to high standards are non-negotiable. This guiding principle ensures that everyone in our organisation understands the importance of excellence and is dedicated to delivering nothing short of perfection.

As someone wearing the investor hat, could you provide more details about the types of startups you actively engage with and support?

As an investor, my focus extends beyond the company itself to the individuals behind it. While a great idea is essential, what truly matters to me are the founders—their passion, determination, and vision. I look for that undeniable spark, that unwavering drive in the founders that assures me of their potential for success. It’s not solely about the idea; it’s about investing in people who exhibit the qualities that make success inevitable, regardless of the venture they pursue.

Investing in the youth and prioritising local hiring seem crucial to you. Can you elaborate on why you find these aspects so important for your organisation?

Investing in the youth and prioritising local hiring is paramount for our organisation due to the remarkable curiosity and hunger for knowledge I observe among the people here. From a young age, I’ve witnessed this insatiable curiosity, especially in the realm of technology, where individuals are constantly exploring, experimenting, and seeking to understand more. This curiosity, coupled with a strong work ethic, forms the perfect foundation for success. When individuals are inherently curious and driven, they not only excel in their roles but also contribute to the vibrant and innovative culture of our organisation, ultimately propelling us forward towards our goals.

In the context of this specific region, do you perceive that entrepreneurial ideas are more abundant while investors are comparatively scarce, or do you believe there is a balance between the two?

In the Middle East region, I believe there’s a balance between the abundance of entrepreneurial ideas and the availability of investors. While there are various types of investors, ranging from those with financial resources to those who have firsthand experience in entrepreneurship, the ecosystem is witnessing a growing number of startups and entrepreneurial initiatives. This trend is particularly evident in events and programmes geared towards fostering entrepreneurship, such as university startup programmes, indicating a rising interest and participation in entrepreneurial endeavours.

According to you, what are the latest trends that are shaping the industry?

In my perspective, while sustainability remains a crucial focus, the most significant trend shaping the industry currently is artificial intelligence (AI). AI presents vast opportunities, yet it’s also shrouded in uncertainty. Experts and observers alike deal with the potential implications, ranging from concerns about AI’s impact on human life to the boundless possibilities

it offers. Despite the uncertainties, AI is undoubtedly the forefront trend driving innovation and transformation across various sectors.

In your organisation, how do you prioritise work-life balance, and what initiatives do you implement to support it?

Work-life balance is a fundamental aspect that we value highly within our organisation. While many acknowledge its importance, we believe actions speak louder than words. Personally, as a father, I understand the significance of being present for family moments. Hence, I prioritise attending all family events. At our company, we recognise that work can sometimes take a backseat during challenging personal times and in such periods, we ensure that our employees receive the support they need, even if it means temporarily shifting focus away from work. Regarding work-life balance, we acknowledge that it’s a highly individualised matter. Some may prefer working more hours, while others seek a better balance. Our goal is to support each individual’s unique needs and preferences. We facilitate this by organising various events, such as monthly outings like paintball or cinema trips, and family-oriented gatherings like lunch gatherings. Additionally, we sponsor sports activities and engage in corporate social responsibility (CSR) initiatives, allowing employees to contribute to causes they’re passionate about.

Lastly, any advice for future leaders or entrepreneurs?

For future leaders and aspiring entrepreneurs, I would offer this advice: persevere. The journey of entrepreneurship is often filled with challenges and setbacks, but it’s crucial to keep pushing forward. There have been numerous occasions in my own experience where I felt like giving up, only to have a breakthrough on the brink of quitting. It’s a roller coaster of emotions, with highs and lows, but pushing through those tough times can lead to the greatest rewards. So, my advice is simple: keep going, because you never know when success is just around the corner.

ADOPTING ZERO TRUST FRAMEWORK

As the use of 5G networks evolves, the wireless industry is progressively implementing advanced security measures to keep up with the capabilities and complexities of these networks. One such security approach which has gained traction is Zero Trust Network Access (ZTNA), which plays a crucial role within the broader context of the Secure Access Service Edge (SASE) architecture.

Traditionally, networks operated under the assumption that anything within the network perimeter was inherently trusted. However, in today’s evolved cyber threat landscape and dynamic connectivity, this model is no longer sufficient. ZTNA, as part of the SASE framework, operates on the principle of ‘never trust, always verify’. This means that regardless of whether a user is inside or outside the traditional network perimeter, they must be authenticated and authorised before accessing resources.

Key components of SASE SASE deployment, is made up of four key components that form the backbone of this comprehensive security architecture.

• The first component utilises nextgeneration firewalls, which are seamlessly hosted in the cloud as virtual network functions (VNFs), offering a robust firewall service.

• The second vital component is the Secure Web Gateway (SWG), a pivotal network security technology that can be deployed either on-premises or in the cloud. Positioned between subscribers and the internet, the SWG serves as a protective barrier for corporate web assets. It enforces company usage policies, manages access control, ensures data protection, and prevents threats across various internet links, software as a service (SaaS), and private applications.

• The third essential piece of the SASE puzzle is the Cloud Access Security Broker (CASB), which provides a comprehensive security stack designed to safeguard cloudbased resources and applications.

• Lastly, Zero Trust Network Access (ZTNA) forms the final component, serving to restrict remote access to a company’s applications, data, and services based on a multitude of factors including user identity, device identity, and usage scenario. ZTNA operates across cloud boundaries, employing clear access-control rules and a zerotrust approach to ensure stringent security measures are in place. Together, these components form

Emad Fahmy, Systems Engineering Manager in the Middle East at NETSCOUT, explores the imperative for businesses to embrace a Zero Trust Framework to Secure Network Services at the Edge.

Emad Fahmy, NETSCOUT

a robust SASE framework, offering organisations enhanced security and control over their network infrastructure.

Why the Zero Trust Approach

Within the SASE framework, operators are now integrating the zero trust philosophy by embedding security policies directly into devices using application programming interfaces (APIs). This approach enables operators to regulate and authenticate access for subscribers at any location. A recent announcement from T-Mobile underscores the importance of this initiative for businesses, government entities, and safeguarding 5G networks.

The zero trust security architecture provides vital protection from the cloud

edge, evaluating all devices and software before connecting to network resources. This significantly reduces the risk of exposure across the 5G network. Zero Trust Network Access (ZTNA) presents operators with a pathway to fortify the edge with robust policies, thereby safeguarding the network, subscribers, and enhancing overall security from end to end. Embracing these standards will empower organisaations to foster widespread adoption of reliable security practices, ensuring the establishment of a resilient and secure 5G network ecosystem.

Beyond Zero Trust: End-ThroughEnd Mobile Network Security

The proliferation of mobile networks as the primary gateway to internet

connectivity stems from their swiftness, reliability, and user-friendly interface. However, this popularity comes with its own set of challenges. With the exponential growth in mobile traffic and device connectivity, the landscape has become a fertile ground for increasingly sophisticated threats.

The convergence of mobile networks towards wireline network functionalities has inadvertently made them more susceptible to hacking attempts. Yet, monitoring this surging mobile traffic remains a challenge.

The utilisation of GPRS Tunneling Protocol (GTP) for data transmission between radio and core networks further complicates matters, inhibiting the ability to swiftly detect and address threats at scale.

There is an urgent need to establish real-time, large-scale mechanisms to correlate user-plane traffic with specific users and devices. This capability is pivotal for effectively identifying, stopping, and tracking threats across the mobile network ecosystem. As the complexities of mobile network security continue to evolve, embracing innovative solutions for robust threat management becomes imperative to ensure the integrity and resilience of our digital infrastructure.

In conclusion, the adoption of a Zero Trust Framework represents a crucial step forward in safeguarding network services at the edge, particularly in the dynamic and often challenging landscape of the Middle East. As the region continues to experience rapid digital transformation and heightened cybersecurity threats, implementing robust measures such as Zero Trust becomes imperative for organisations to fortify their defenses against evolving risks. Moreover, the proactive stance advocated by the Zero Trust model aligns with the region’s broader objectives of promoting cybersecurity resilience and fostering a trusted digital ecosystem. As stakeholders across various sectors increasingly recognise the importance of prioritising security in their digital initiatives, the Zero Trust Framework emerges as a foundational strategy to bolster resilience, enhance visibility, and preserve trust in the networked environment of the Middle East.

SPEARHEADING DIGITAL TRANSFORMATION

What are the core business and activities of your organisation?

Mindware is the leading IT distributor that provides a variety of valuable services ranging from sales support, credit and financing, logistics and fulfilment, partner management and partner training and enablement to market development, marketing and integration/support services for our partners. Our portfolio includes top-class vendors, providing us with the most comprehensive range of products and services available for the MEA region, covering an array of technology verticals (e.g. security, infrastructure, Cloud, networking etc).

How would you characterise the key enablers positively influencing your business in the regional environment?

Among others, Mindwares provides robust financial capabilities in a very financially challenging world today. Our legal presence in most Middle East and Africa countries, as well as our warehouses across the MEA region, enable us to offer faster delivery and a more efficient supply chain. Additionally, our dedicated Services division focuses on enabling our partners rather than competing with them, and possesses recognised technical

Philippe Jarre, President of Mindware Group discusses the company’s strategy and plans and the role of technology in driving business growth and sustainability objectives

expertise in tailoring the best solutions for our partners and their customers.

Do you believe there has been an increase in awareness of diversity and its positive role in the workplace?

Yes, I do believe that there has been an increase in awareness of diversity and its positive role in the workplace. We have seen a growing recognition of the benefits of diversity, including increased creativity, innovation, and enhanced decision-making. As a result, many companies have started to prioritise diversity and inclusion initiatives, such as unconscious bias training, diversity hiring programmes, and employee resource groups. Additionally, there has been a greater emphasis on measuring and tracking diversity metrics, such as representation and inclusion, to hold companies accountable for their progress. While there is still a long way to go in achieving true diversity and inclusion in the workplace, the increased awareness and attention to the issue is a step in the right direction.

What is, in your opinion, the strategic role of technology in driving business growth?

In my opinion, technology plays a critical strategic role in driving business growth. It enables companies to streamline their processes, increase efficiency, and enhance productivity. Technology also provides businesses with new opportunities to innovate, create new products and services, and enter new markets. Through digitalisation, companies can collect and analyse vast amounts of data, enabling them to make data-driven decisions and improve their overall performance. Moreover, technology allows companies to connect with customers in new ways, providing personalised experiences and creating new revenue streams. Overall, technology has become an essential tool for businesses to remain competitive, grow, and succeed in today’s fast-paced, digital world.

What is the role of technologies in strengthening urban resilience which is impacted by severe weather conditions? How can

digital technology simplify urban planning and processes?

Technology plays a critical role in strengthening urban resilience in the face of severe weather conditions. Digital technologies can help cities monitor weather patterns, track disaster response efforts, and communicate with residents during emergencies. Sensors and data analytics can also provide valuable information on critical infrastructure, such as bridges and buildings, to prevent or mitigate damage during extreme weather events. Additionally, digital technology can simplify urban planning and processes by providing tools for visualising, analysing, and simulating urban environments. This can help city planners make data-driven decisions, improve transportation systems, and create more sustainable and resilient cities. By leveraging digital technology, cities can become better equipped to face the challenges of climate change and strengthen their resilience in the face of severe weather events.

What is the best advice for companies to tackle urban carbon emissions?

The best advice for companies to tackle urban carbon emissions is to set ambitious targets, measure their carbon footprint, and implement a comprehensive sustainability strategy. This should include reducing energy consumption, transitioning to renewable energy sources, promoting sustainable transportation, and engaging with stakeholders to drive meaningful change.

Describe any ongoing, completed, or planned digital or business transformation initiatives. To manage the large number of vendors and partners in our ecosystem and execute the huge volume of transactions, we MUST leverage all the digital tools in the market to offer the best customer experience, employee experience and process automation to be seen by our ecosystem and by our employees as the best company to work with/ the best company to work for. We deployed new marketplaces, automation tools, supply chain

capabilities, as-a-service education portal for our employees, dedicated partner portals… and a lot more. Digital transformation is in our DNA and we will always fight to leverage all new IT capabilities to enhance our performance, reduce our costs, and deliver the best customer satisfaction in the market.

Give us an overview of your business strategy.

We have a balanced business strategy focussed on 3 major areas:

1. With a team of best-in-class professionals, who possess an entrepreneurship & growth mindset, we are focused on supporting our partners gain traction in the region’s strategic digital transformation. Our technical team, which is comprised of specialised architects in each solution area, provides the support necessary to achieve this goal.

2. Our ability to provide exce ptional financial engineering support, particularly as the cost of capital continues to rise. This capability enables us to meet market demand and support our partners in maintaining their anticipated growth trajectory

3. It’s all about technology to automate and improve our back-office operations while enhancing our relationship with our partners.

What is your organisation’s plan for the future?

Mindware’s strategy will be to continue to build and focus on expanding our portfolio with new strategic vendors to address the significant growth in IoT, AI, and security.

We also continue to collaborate with prominent universities and grow the number of students being educated on our vendor portfolio as part of Mindware Academy. This will help our ecosystem to get the right skills to support the demand across the field of digital transformation and address the shortage of skills in the region. Customer and partner experience is a key to success and we continue to leverage technology to enhance this experience through our eCommerce and cloud marketplace platform.

AI REGULATIONS TO DRIVE RESPONSIBLE AI INITIATIVES

Anushree Verma, Director Analyst at Gartner, underscores how AI regulations will stimulate responsible AI initiatives, shaping organisational practices and navigating future challenges in AI deployment.

The rapid expansion and deployment of artificial intelligence (AI) throughout organisations has resulted in a broad global push to regulate AI. By 2026, Gartner predicts that 50% of governments worldwide will enforce the use of responsible AI through regulations, policies and the need for data privacy.

Responsible AI regulations will erect geographic borders in the digital world and create a web of competing regulations from different governments to protect nations and their populations from unethical or otherwise undesirable applications of AI and GenAI. This will constrain IT leaders’ ability to maximise foreign AI and GenAI products throughout their organisations. These regulations will require AI developers to focus on more AI ethics, transparency and privacy through responsible AI usage across organisations.

“Responsible AI” is an umbrella term for aspects of making the appropriate business and ethical choices when adopting AI in the organisation’s context. Examples include being transparent with the use of AI, mitigating bias in algorithms, securing models against subversion and abuse, and protecting the privacy of customer information and regulatory compliance. Responsible AI operationalises organisational responsibilities and practices that ensure positive and accountable AI development and utilisation.

Development of and use of responsible AI will not only be

crucial for AI products and service developers, but for organisations that use AI tools as well. Failure to comply will expose organisations to ethical scrutiny by citizens in general, leading to significant financial, reputational and legal risks for the organisation.

When Will Responsible AI Become Mainstream?

Responsible AI is just three years from reaching early majority adoption due to accelerated AI adoption, particularly GenAI, and growing attention to associated regulatory implications.

Responsible AI will impact virtually all applications of AI across industries. In the near term, more regulated industries, such as financial services, healthcare, technology and government, will remain the early adopters of responsible AI. However, responsible AI will also play an important role in lessregulated industries by helping build consumer trust and foster adoption, as well as mitigate financial and legal risks.

Navigating Future Regulations: How to Future-Proof Your GenAI Projects

There are several actions organisations can consider when it comes to future-proofing their GenAI projects:

• Monitor and incorporate the evolving compliance requirements of responsible AI from different governments by developing a framework that maps the organisation’s GenAI portfolio of products and

services to the different nations’ AI regulatory requirements.

• Understand, implement and utilise responsible AI practices contextualised to the organisation. This can be done by determining a curriculum for responsible AI and then establishing a structured approach to educate and create visibility across the organisation, engage stakeholders and identify the appropriate use cases and solutions for implementation.

• Operationalise AI trust, risk and security management (AI TRiSM) in user-centric solutions by integrating responsible AI to accelerate adoption and improve user experience.

• Ensure service provider accountability for responsible AI governance by enforcing contractual obligations and mitigate the impact of risks arising out of unethical and noncompliant behaviors or outcomes from uncontrolled and unexplainable biases from AI solutions.

Anushree Verma, Gartner

UNRAVELING THE ROLE OF THE CHANNEL IN PRIORITISING CYBERSECURITY FOR BUSINESSES

Murad Hamed, Channel Account Manager in the Middle East at Qualys, sheds light on the pivotal role of the channel in assisting customers in aligning their cybersecurity priorities.

The GCC cybersecurity channel serves a nervous customer base. Never, it seems, has the attack surface been so extensive and the threat actor so sophisticated. Digital assets are now strewn across a range of thirdparty infrastructures. It is difficult to point to a network boundary or to define the location of data or the status of a workload. These blurred lines are what keep CISOs up at night. How can they possibly protect it all? Answer: with help from experts. The channel can play a critical role in helping business leaders from the Red Sea to the Indian Ocean manage their cyber risk.

Ever since regional companies packed their proverbial bags and headed for the cloud, they have been worrying about how to protect assets they can no longer control. Risk triage has become a watchword in the Gulf as governments introduce more regulatory obligations to protect their economic progress. But today’s hybrid IT infrastructures contain so many hidden risks, as remote employees collaborate daily with those in the office and the field. The applications that connect these colleagues are essential in a way they were not before 2020. However such platforms are made vulnerable by the fact that they cannot function cost-effectively without being connected to the public Internet. And if employees want to collaborate with external parties — business partners, vendors, consultants, and so on — it becomes even more problematic without the Internet.

Qualys’ 2023 TotalCloud Insights report revealed that around 4% of cloud assets are exposed to the Internet Wilds, in that their IP addresses are on display for everyone to see. Many of these assets are critical to efficient operations, making reconfiguration awkward. However we must deploy additional security measures to address their vulnerability.

Enter the channel –for a quick win

The channel can relay this chain of logic to end customers. In pitches, implementations, and support settings, partners can refer to examples like managed file transfer (MFT), which allows employees to move large volumes of data around, within and beyond corporate boundaries. Such operations are critical to collaboration between colleagues and third parties. But they are Internet-facing by necessity, and so we saw their inevitable targeting by threat actors throughout last year. Businesses of all sizes were pinned down by crafty zero-day attacks that ended in ransomware payloads or data exfiltration.

MFT tools can easily slip under the cyber-strategy radar. They are so common and basic that some people just don’t think about them. But threat actors do. They are constantly on the lookout for the paths of least resistance. MFTs fit the bill, so channel partners should urge customers to include these tools in their posture planning. A quick win for the customer is a quick way to build rapport. The narrative, if adequately delivered, can build confidence at a time when it is sorely lacking.

The role of the channel can extend to the evaluation itself. Many customers, especially smaller businesses, do not have the know-how to properly measure, communicate, and eliminate

cyber risk. As we all know, the first crucial step toward cybermaturity is visibility. The second is prioritisation. The channel can help with both of these steps. Partners have the experience to teach customers how to quantify risk on an asset-by-asset basis and how to use these numbers to protect the most vulnerable assets first, then work methodically through a business-oriented list to address the rest.

Not forgetting automation

It is at this point that we can discuss automation with the customer. Patching can greatly benefit from automation in terms of speed, accuracy, and resource allocation. IT personnel would only need to get involved in testing the more critical patches for core applications. To make all of this work and allow you to add lasting and ongoing value to customers, you need to ensure that you have real-time insights into any deployments and configurations. Being able to spot a problem early is the best head start we can hope for when facing the modern threat landscape. If you can deploy changes quickly and with minimal disruption, you will catch the customer’s eye and open the door to further service opportunities, and the development of a longterm relationship founded on trust. This is how you will set yourself apart from other channel players. Lay the foundations — quick wins like MFT security — and soon you could find yourself building the rest of the house.

Customers are looking for experts to provide them with answers, and we have them. Channel partners can swoop in, measure, profile, automate, and fix. You are in the position to condense the complexities of the modern cybersecurity landscape into a convenient, mutually rewarding business relationship. All you need to do is show customers that you can manage their priorities and steer them to safety.

Murad Hamed, Qualys

DRIVING AI INNOVATION

Peter Oganesean, the Managing Director of HP Middle East, delves into the organisation’s initiatives centred around AI integration, ethical deployment, and collaborative endeavours within the region.

How is HP currently integrating AI into its computers and devices to enhance user productivity and creativity?

HP recently unveiled the industry’s largest portfolio of AI PCs. HP is integrating AI into Elite and Pro PCs, Z by HP workstations, and monitors, boosting productivity and creativity. Powered by Intel and AMD Ryzen PRO processors, these AI PCs feature capabilities like HP Smart Sense and Poly Studio for enhanced collaboration. The AI creation centre, co-engineered with NVIDIA,

accelerates data science with Z by HP AI Studio. With cybersecurity top of mind, HP is prioritising data security with the world’s first business PCs protecting firmware against quantum hacks. To support our AI PC portfolio, our certified conferencing solutions and Poly Studio devices are designed to enhance collaboration.

Beyond technological innovation, how is HP addressing the deployment and development challenges associated with AI, and what ethical considerations guide these efforts?

Ensuring the ethical implementation of AI does not just apply to those deploying it, but is a global responsibility to ensure transparency, fairness, and accountability. HP takes this responsibility seriously and advocates for international cooperation to manage AI’s impact effectively. With the rise of cybersecurity concerns associated with AI, HP is integrating robust endpoint security measures to safeguard user data, addressing privacy concerns. Another example is our Future Ready AI MasterClass, launching in May, which will cover a range of topics designed to equip HP partners with the knowledge they need to educate and advise customers on AI products and solutions to meet their needs, fostering responsible AI deployment globally.

Can you provide specific examples of how AI is making a positive impact globally through HP’s initiatives?

HP’s initiatives harness AI to make a positive global impact across various fronts. HP enhances productivity and creativity by integrating generative AI into PCs while bolstering endpoint security to safeguard sensitive data worldwide. Our collaborations with partners like NVIDIA optimise hardware for AI processing, driving innovation and accessibility to this game-changing technology. Recent findings from our Work Relationship Index have revealed that 76% of workers in growing economies believe

AI can play a key role in improving their relationship with work. At HP our goal is to create more access to the powerful potential of AI and foster innovation, entrepreneurship, and economic growth, enabling individuals and businesses to develop new solutions and innovations.

Given the potential for AI to contribute significantly to the Middle Eastern economy, how is HP positioning itself in the region, and what role does the UAE play as an AI hub?

HP is positioning itself in the Middle East to leverage the potential of AI

What key AI-related initiatives or projects HP is currently undertaking in the Middle East? Some key AI-related initiatives in the Middle East include the development of AI-enabled PCs, workstations, and monitors. Additionally, HP is collaborating with local partners to provide AI training through initiatives like the Future Ready AI MasterClass. These efforts aim to support the region’s AI ecosystem and foster technological innovation.

How does HP envision the role of AI evolving in the future, and what are the company’s longterm goals and strategies in this regard?

At HP our goal is to create more access to the powerful potential of AI and foster innovation, entrepreneurship, and economic growth, enabling individuals and businesses to develop new solutions and innovations.”

to contribute significantly to the economy. The UAE plays a crucial role as an AI hub, demonstrated by initiatives like the Advanced Technology Research Council’s unveiling of AI71, a company dedicated to AI innovation. With the UAE’s National Artificial Intelligence Strategy 2031 aiming to position the nation as a global leader in artificial intelligence by 2031, there is significant development underway in this space. HP aims to support the region’s AI initiatives and contribute to its growth by providing AI-enabled devices and solutions tailored to the Middle East market.

HP envisions AI playing an increasingly significant role in the future, transforming industries and enhancing everyday experiences. We envision AI revolutionising PCs, enhancing efficiency, creativity, and security. The company’s long-term goals involve continued innovation in AI-enabled devices and solutions to meet evolving customer needs. HP is prioritising ethical AI practices, advocating for responsible deployment and equitable benefits. Our strategies include collaboration with industry partners, ongoing research and development, and investment in AI education and training.

In the context of AI, how is HP collaborating with local governments, industries, and educational institutions to drive innovation and ensure responsible AI development in the Middle East?

HP is working on initiatives like the Future Ready AI MasterClass, providing partners with education and training opportunities, thus fostering responsible AI deployment. Additionally, HP engages with stakeholders to understand regional needs and tailor AI solutions accordingly, contributing to the growth of the AI ecosystem in the Middle East.

NUTANIX STUDY FINDS AI, SECURITY, AND SUSTAINABILITY MAJOR DRIVERS FOR IT MODERNISATION

Nutanix announced the findings of its sixth global Enterprise Cloud Index (ECI) survey and research report, which measures enterprise progress with cloud adoption. This year’s ECI report revealed the use of hybrid multi-cloud models is forecasted to double over the next one to three years as IT decision-makers are facing new pressures to modernise IT infrastructures because of drivers like AI, security, and sustainability.

“Whether it be because of AI, sustainability, or security imperatives, IT organisations are facing everincreasing pressure to modernise their IT infrastructure quickly,” said Lee Caswell, SVP, Product and Solutions Marketing at Nutanix. “80% of ECI respondents are planning to invest in IT modernisation, with 85% planning to increase their investments specifically to support AI. What this year’s ECI reveals is that organisations need to support the technologies of tomorrow by future proofing their IT infrastructure today. Hybrid multi-cloud continues to emerge as the infrastructure standard of choice because of the flexibility it provides to support traditional VM and modern containerised applications and movement between clouds and on-prem.”

Key findings from this year’s report include:

• Hybrid multi-cloud infrastructure deployments will become an infrastructure standard. 90% of ECI respondents are taking a “cloud smart” approach to their infrastructure strategy – leveraging the best environment (e.g., data centre, public cloud, edge) for each of their applications. Given the pervasiveness of this approach, it is no wonder that hybrid and multi-cloud environments have become the de facto infrastructure standard. Furthermore, over 80% of organisations believe hybrid IT environments are most beneficial to their ability to manage applications and data. Most importantly, this is now becoming an executive priority, with

nearly half of respondents noting that implementing hybrid IT is a top priority for their CIO.

• Ransomware protection is top of mind for both CXOs and practitioners but most organisations continue to struggle in the wake of attacks. Ransomware and malware attacks will remain existential threats to modern enterprises, with the cat-and-mouse game between malicious actors and enterprise security professionals set to continue throughout 2024. Yet, data protection and recovery remain a challenge, as 71% of ECI respondents who experienced a ransomware attack reported taking days or even weeks to restore full operations. To help address this, 78% of organisations say they plan to increase investments in ransomware protection solutions throughout this year.

• As organisations seek equilibrium driven by security and innovation, application and data movement remains a complex challenge. Enterprise workloads – including their applications and data – often find their way into the IT environment which best suits their needs, whether that environment is an on-premises data centre, the public cloud, a smaller edge location, or a mix of all three. This diversity of application placement is part of the reason why 95% of ECI respondents say they moved applications from one environment to another over the past year, with security and innovation as the top drivers for this movement. Enterprises should expect application and data movement to remain constant, and plan infrastructure choices accordingly – emphasizing flexibility and visibility. Today, organisations face significant roadblocks when it comes to executing complex application migrations, with 35% of ECI respondents saying workload and application migration is a significant challenge given their current IT infrastructure.

• IT teams aren’t just planning their sustainability programs, they are actively implementing them starting with IT modernisation. 88% of ECI respondents agree that sustainability is a priority for their organisation. However, unlike in the previous report where action was limited, many organisations indicate they are already taking active steps to implement sustainability initiatives, with the most common being modernising IT infrastructure. This is a fascinating result, and one that shows the direct impact of IT infrastructure on sustainability.

• Infrastructure modernisation is becoming an imperative, driven by AI, modern applications and data growth. ECI respondents identified increased investment to support AI strategy as their #1 priority, followed closely by investment in IT modernisation. Furthermore, 37% of ECI respondents indicate running AI applications on their current IT infrastructure will be a “significant” challenge. In order to mitigate and overcome this challenge, organisations are prioritising IT modernisation and edge infrastructure deployments, which can facilitate faster processing and access to data. This, in turn, can help improve their ability to link data from multiple environments to give better visibility into where data resides across their sprawling ecosystems.

Lee Caswell, Nutanix

JENN JAKUBOWICZ JOINS NETSKOPE AS SENIOR DIRECTOR OF GLOBAL CHANNELS AND ALLIANCES MARKETING

Netskope has appointed Jenn Jakubowicz as Senior Director of Global Channels & Alliances Marketing, with worldwide responsibility for all aspects of global partner marketing execution. The role will be integral to the company’s go-to-

market scalability, accelerating growth with its channel.

Jakubowicz joins Netskope with over 20 years of marketing experience, where she held pivotal senior marketing leadership roles most recently with cybersecurity companies including LastPass and BlueVoyant. Her extensive knowledge and experience in scaling hyper-growth marketing initiatives will be instrumental in leading the ramp-up of channel development plans, co-marketing partner strategies, and Netskope’s new MSP partner programme, while also driving continued growth with the company’s partner community.

“We are thrilled to have such an experienced leader join us as we continue to accelerate our through-channel goto-market efforts,” said David Rogers,

SVP, Global Channel Sales, Netskope

“Jenn’s rich 20-year partner marketing career will be invaluable to us. She is an established operator, having built and led successful teams, brought innovative demand generation campaigns to fruition, and rolled out CRN 5-Starrated partner programmes.”

Jakubowicz shared her excitement about her new role, stating “I am thrilled to join Netskope at such a pivotal time in the cybersecurity landscape as we look to expand our market presence collaboratively with our partners. We have already seen enterprises step up their investment in a zero trust approach to cybersecurity, and Netskope is at the forefront of this transformation with its platform predicated on a Zero Trust Data Protection Engine.”

UAE-BASED FEATUREMIND APPOINTS NEW HEAD OF MULESOFT PRACTICE TO SPEARHEAD DIGITAL TRANSFORMATION IN THE REGION

FeatureMind, a provider of digital solutions within the retail environment, announced that Abdulbasit Abubakar has joined the company as the Head of the Mulesoft Practice for the business and the Co-Managing Director of the Nigerian arm of FeatureMind. With this strategic move, FeatureMind reinforces its commitment to driving transformation and agility through Mulesoft integration solutions.

Based in Dubai, Abdulbasit Abubakar brings a wealth of experience and

expertise to his new role, including a deep understanding of the critical importance of data in delivering strategic projects. His focus will also include building and managing high-performing teams for Mulesoft implementations while supporting the growth of partnerships with Salesforce, Mulesoft, Akeneo and other leading providers.

On this significant appointment, Onur Tepeli, Chief Executive Officer at FeatureMind, said: “We are thrilled to welcome Abdulbasit to the team. This appointment underscores our dedication to servicing our clients in the region to high standards, backed by extensive expertise and proven excellence. Abdul’s comprehensive understanding and strategic approach to our Mulesoft practice will greatly benefit our company and customers. We eagerly anticipate his continued leadership in driving growth and innovation, further solidifying our commitment to delivering exceptional service and results to our valued clientele.”

Abdulbasit Abubakar, Head of the Mulesoft Practice for the business and the Co-Managing Director, Nigeria at FeatureMind, also shared his thoughts on his new role: “Joining FeatureMind is an exciting opportunity that perfectly aligns with my passion for digital transformation. Our focus on agility, data empowerment, and talent development reflects our commitment to driving meaningful change. I look forward to scaling our Mulesoft practice, expanding the Nigerian team, and advancing FeatureMind’s Academy. With the support of our talented team and clients, I’m confident we’ll continue to drive innovation and deliver exceptional value.”

In addition to his role as the Mulesoft practice lead, Abdulbasit will accelerate the development of FeatureMind’s academy in Nigeria, with more announcements expected later in the year. FeatureMind will also sponsor the Salesforce World Tour to showcase its capabilities in May.

Abdulbasit Abubakar, Mulesoft Practice

Jenn Jakubowicz, Netskope

NUTANIX APPOINTS RESHMA NAIK AS EMERGING MARKETS DIRECTOR OF SYSTEMS ENGINEERING

Nutanix announced that IT industry veteran Reshma Naik has been appointed Director of Systems Engineering, Emerging Markets. Reshma will report directly to Paulo Pereira, VP, of Systems Engineering, EMEA, overseeing the expanding team of systems engineers in emerging markets.

The Systems Engineering team is dedicated to delivering pre-sales

consulting, offering technical guidance, and supporting customers and channel partners. Collaborating closely with the sales teams, these systems engineers offer recommendations and design optimal solutions for customers, leveraging Nutanix’s extensive portfolio.

Speaking about her appointment, Paulo Pereira, VP Systems Engineering for EMEA at Nutanix, comments, “Reshma’s dedication to technology, customer advocacy, and the creation of effective, empowered teams that find joy in their hard work and bring value is truly commendable. As Nutanix looks to make further strides in Emerging Markets, Reshma’s extensive experience in technical management positions, coupled with her keen business acumen will prove highly advantageous to the company in capitalising on various

market opportunities, introducing innovation and enhancing customer satisfaction.”

With an extensive IT career spanning over 20 years, Reshma has held various positions in engineering, solution selling, and management at NetScaler, Citrix Systems, and her last role at VMware as Director of Solution Engineering.

“What impresses me most about Nutanix is the company’s leadership in the cloud computing domain through its continuous commitment to innovation – transforming complexity into simplicity. The rapid growth of Nutanix in recent years is remarkable, and I am fully prepared to embrace the challenges that come with my new role. Surrounded by a highly skilled team and an unparalleled technology portfolio, I eagerly anticipate contributing to the advancement of Nutanix’s leadership in hybrid multicloud infrastructure,” says Reshma.

INFOPERCEPT APPOINTS PREETHKARAN J AS CHIEF REVENUE OFFICER

Infopercept Consulting announced the appointment of Preethkaran as Chief Revenue Officer.

“Infopercept is addressing the cybersecurity problem comprehensively through its platform-led managed security services,” said Jaydeep Ruparelia, CEO of Infopercept. “Today, organisations worldwide struggle twofold: combating the ever-rising sophisticated cyberattacks and adhering to increasingly strict security compliances demanded by regulators. We have consolidated various approaches, technologies, and teams within our platform ‘Invinsense’ to address both these challenges from strategy to execution.”

Excited about the appointment, Ruparelia added, “We have created a value proposition for organisations of every size, vertical, and geography

With over 20 years in the cybersecurity industry, Preethkaran brings a wealth of knowledge in the areas of IT risk transformation, security strategy, transformation, and governance. He has spent his career in various leadership and growth roles at companies including EY, KPMG, PwC, Capgemini, and EC Council. At Infopercept, he will be responsible for driving and maximising revenue for the organisation.

in the cybersecurity domain. We wanted to have a leader who could help us expand our customer base and penetrate various geographies. Preethkaran’s extensive background of working with channel and cybersecurity leaders, delivering desired outcomes, is wellaligned with our goal of revenue maximisation and ensuring the overall health and sustainability of the business.”

Speaking on his new role, Preethkaran said, “At this juncture of my career, I want to work for a higher purpose. Infopercept is working towards solving cybersecurity and security compliance problems in totality. Throughout my career, I have played the role of a trusted advisor to the CISO and CIO community globally. I am committed to delivering the best value created by Infopercept to this community, and our revenue goals will be automatically achieved.”

Preethkaran, Infopercept

Reshma Naik, Nutanix

Axis Communications Introduces Stainless Steel 8 MP Dome For Harsh Environments

Axis Communications introduced a marine-grade, stainless steel camera offering powerful performance in harsh environments. Certified for use in food processing facilities, it delivers excellent image quality and forensic details in brilliant 4K resolution.

Enclosed in an electropolished stainless steel (SS 316L) casing, AXIS P3268-SLVE

can withstand the corrosive effects of seawater (DVN certified) and cleaning chemicals. Easy to clean and maintain, it’s certified by NSF/ANSI to Standard 169 (Special Purpose Food Equipment and Devices) for use in food processing facilities. It features Lightfinder 2.0 and Forensic WDR to deliver true colours and great detail in challenging light or near darkness. Additionally, OptimizedIR ensures sharp and clear footage in complete darkness up to 40 m (130 ft).

This high-performance camera includes a deep learning processing unit (DLPU) to enable improved processing and storage capabilities. This makes it possible to collect and analyse even more data than before—on the edge. Additionally, with support for ACAP version 4, it’s possible to add value to

HONOR Announces The Launch Of HONOR Magic V2 In The UAE

Global technology brand HONOR announced the launch of the HONOR Magic V2 in the UAE market. This nextgeneration flagship foldable smartphone will become the thinnest and lightest book-style foldable smartphone on the planet upon release. The release is a bold statement by HONOR which will surely redefine industry benchmarks with significant improvements across form factor, battery, display and user experience.

Weighing only 231g and measuring 9.9mm in thickness when folded, the HONOR Magic V2 pushes the boundaries of innovation when it comes to foldables.

The HONOR Magic V2 features a first-ofits-kind Super-light & extra hard Titanium Hinge, which provides the perfect balance between weight and strength. HONOR’s SGS-certified proprietary steel has been expertly created for use in the hinge’s main body of the HONOR Magic V2, providing added robustness and durability to the hinge mechanism.

The HONOR Magic V2 debuts with the thinnest dual Silicon-carbon Batteries with an average thickness of only 2.72mm. The innovative battery features HONOR’s revolutionary low-voltage charge energygathering technology for greater power output at the same voltage compared to graphite-based battery systems.

The HONOR Magic V2 features a breathtaking foldable OLED LTPO display, offering an immersive user experience with support for 1.07 billion colours and exceptional colour accuracy. HONOR’s industry-leading 3840Hz PWM Dimming technology minimises eye strain, ensuring comfortable viewing even during extended use.

the system with tailor-made applications based on deep learning on the edge available from Axis and its partners.

Key features include:

• Marine-grade stainless steel casing

• NFS/ANSI Standard 169 certified

• DNV-certified for maritime environments

• Excellent image quality in 4K

• Support for analytics with deep learning

This maintenance-friendly, IK11-, NEMA 4X-, and IP66/67/68-rated camera is weather-proof and impact-resistant. Furthermore, it includes Axis Edge Vault, a hardware-based cybersecurity platform that guarantees the device’s integrity and protects it from unauthorised access.

Incorporating human-centric innovation, the HONOR Magic V2 features Dynamic Dimming, which mimics natural light rhythm, stimulating ciliary muscle movement and reducing eye fatigue. The display’s brightness level adapts automatically to external lighting conditions and screen time duration, ensuring optimal comfort for the human eye.

Price and Availability

The HONOR Magic V2 will be available in a range of elegant colours: Black, Purple, and a special version in Black with a vegan leather back.

HONOR Magic V2 is available now for pre-order in the UAE via hihonor.com, Emax, Jumbo, Sharaf DG, Amazon, noon & Etisalat by e& for AED 6899. Upon purchase, consumers will get free gifts worth AED 4744, including Bose Quiet Comfort Ultra Headphones, HONOR Watch GS3, HONOR Magic V2 Case and HONOR VIP Care+ includes 24 months screen replacement warranty, extended 30 days replacement guarantee, and extended 24 months battery warranty.

For more information, please visit HONOR website at https://www.hihonor.com.

Xiaomi Launches HyperOS For Unified Connectivity

Xiaomi unveils Xiaomi HyperOS, the powerhouse behind its smart ecosystem, promising a revolutionary user experience. Pre-installed on the upcoming Xiaomi 14 Series, Xiaomi Watch S3, Xiaomi TV S Pro 85“ MiniLED, and other devices in domestic markets.

Comprehensive Refactoring: Enhance individual device performance.

Xiaomi’s growth from 100 to 1.175 billion users in 13 years led to a diverse product catalog across 200 categories.

To address IoT complexities, Xiaomi developed HyperOS since 2017, unifying all ecosystem devices into a single framework for optimal performance, consistent user experience, and seamless connectivity across Xiaomi devices.

Driven by Linux and the proprietary Xiaomi Vela system, Xiaomi HyperOS excels in compatibility and resource management. Supporting 200+ processor platforms and 20 file systems, it accommodates diverse devices with flexible configuration options. Handling RAM sizes from 64KB to 24GB ensures efficient resource use. HyperOS is lightweight, occupying only 8.75GB in smartphone firmware, a notable efficiency advance compared to competitors.

Xiaomi HyperOS excels in hardware and task management, optimising performance with dynamic adjustments. In resource-intensive games, it provides stable frame rates and lower power consumption than Android on smartphones. Task splitting on lightweight devices maximises hardware performance. The OS has undergone extensive restructuring, optimising file system, memory management, imaging

subsystem, and network system for efficient use of varying hardware, ensuring peak performance.

Cross-Device Intelligent Connectivity:

Enable seamless cross-end device connections.

Xiaomi HyperOS transforms traditional system architectures, introducing the innovative HyperConnect framework for real-time networking across devices. The integrated device centre empowers users to effortlessly monitor and manage their entire connected array from any location, ushering in a new era of convenience and efficiency within the Xiaomi ecosystem.

Xiaomi HyperOS effortlessly unifies connected devices, enabling seamless camera switching, accessing car cameras from your phone, using your smartphone’s rear camera on a tablet or laptop, and connecting your tablet to the internet through your smartphone. Apps, clipboard content, and notifications move seamlessly between devices based on user needs.

Proactive Intelligence: Deliver intelligent services as a central hub.

In the IoT era, Xiaomi HyperOS integrates an AI subsystem for proactive device assistance. HyperMind, Xiaomi’s cognitive centre, adapts to user needs using four perceptual capabilities: environment, vision, sound, and behavior. For instance, if a user habitually turns on the living room light after unlocking their smart door lock, HyperMind automates room illumination based on learned patterns with user consent. This innovation streamlines connectivity, reduces learning costs, and simplifies device interactions without complex logic comprehension.

Xiaomi HyperOS utilises large foundation models for advanced applications. The AI Assistant enables powerful text generation, supporting speech and article summarisation. Real-time subtitles in video conferences transcribe conversations, enhancing meeting summaries. Users can verbally search for images and generate AI images from existing portraits. The tablet’s “Mi

Canvas” includes an AI brush transforming doodles into art. Third-party apps leverage the AI subsystem for tasks like document comprehension in WPS screenshots and presentation generation.

Xiaomi HyperOS integrates large foundation models into the device NPU through its AI subsystem, supporting self-developed models on Xiaomi smartphones. This reduces size and memory usage by 75%, with drawing time cut from 100 to 5 seconds. These enhancements notably improve image generation features in Xiaomi AI Assistant, including ‘Text to Image’ and ‘Image Extender’ in device photo albums.

End-to-End Security: Ensure robust cross-device and system-wide privacy. Xiaomi prioritises user privacy and security, utilising a dedicated security subsystem built on the self-developed TEE operating on dedicated hardware. Covering various security features on smartphones and AIoT devices, it underscores our commitment to ensuring a secure user experience. Xiaomi HyperOS prioritises security, extending protection to both individual devices and interconnected security modules. The module-based TEE fosters mutual trust among devices in the network, while end-to-end encryption via TEE ensures secure data transmission across the entire network.

Open Platform: Promote global collaboration for ecosystem development.

Xiaomi HyperOS fosters an open-source ecosystem, welcoming partners to shape an intelligent user experience collaboratively. The release of Xiaomi Vela, an open-source IoT software platform based on NuttX, simplifies development by abstracting hardware differences for upper-level developers. This move promotes innovation, enhances performance, and enables real-time connectivity across diverse devices.

Xiaomi HyperOS: A human-centric OS connecting personal devices, cars, and smart homes for an advanced ecosystem, aligning with Xiaomi’s vision of “Human x Car x Home.”

The Xiaomi 14 Series, along with other devices like Xiaomi Watch S3 and Xiaomi TV S Pro 85“ miniLED in domestic markets, will feature pre-installed Xiaomi HyperOS.

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 the impact of AI on marketing.

MEDHAVI KAKKAR

Regional Marketing Manager, Ingram Micro

How do you incorporate customer segmentation into your marketing approach, and what strategies do you employ to tailor messages effectively to different demographic groups?

In our diverse marketing landscape, a tailored approach is crucial. Utilizing CRM and telemarketing data, we segment customers and deliver personalized content and solutions. This strategy ensures relevance, avoiding information overload for the audience and yielding tangible benefits for stakeholders. Additionally, mapping the customer journey aligns our marketing efforts with their stage in the AIDA model: Attention, Interest, Desire, Action. By applying these principles, we maintain relevance across our campaigns, effectively engaging a diverse audience.

Could you share insights into the specific technologies or tools your marketing team utilises for data-driven decision-making, and how these contribute to creating more customised and impactful campaigns?

Our marketing strategy prioritizes data-driven decision-making, leveraging industry-standard tools for actionable insights and improved ROI. With Marketing Automation platforms, we tailor campaigns for audience relevance and action-driven results. Data Analytics and Visualization tools enable comprehensive assessment of campaign metrics, enhancing our understanding of marketing impact. Through these tools, we drive smarter, more informed marketing efforts, ultimately achieving more impactful business outcomes.

In a rapidly changing market landscape, how does your marketing team balance the need for consistency with the requirement to adapt quickly?

In today’s dynamic market, balancing consistency with agility is crucial, aligning with industry standards. We uphold global brand values while adapting to local trends, ensuring a unified brand experience worldwide. Continuous market monitoring and feedback drive agile decision-making. Collaborating with cross-functional teams enables swift response to customer needs while maintaining brand integrity. Our journey entails constant vigilance, learning, and prioritizing customer satisfaction.

Head

How do you incorporate customer segmentation into your marketing approach, and what strategies do you employ to tailor messages effectively to different demographic groups?

At CloudHost Technology, we segment our audience based on demographics, behaviors, needs, and firmographics. This enables us to gain insights into customer preferences, tailor messages, and analyze data effectively. We utilize website analytics, CRM data, and customer surveys to understand trends and preferences. Our marketing channels include LinkedIn, X (formerly Twitter), and targeted email campaigns. By implementing these strategies, we enhance message relevance, engagement, and ROI across customer and partner segments.

Could you share insights into the specific technologies or tools your marketing team utilises for data-driven decision-making, and how these contribute to creating more customised and impactful campaigns?

At CloudHost Technologies we use Freshworks as a CRM as a tool that assists the marketing team with Campaign Performance Tracking, Lead Scoring and Prioritisation, Customer Segmentation& Targeting, Personalised Customer Interactions & Lusha Systems for enriching our database with B2B contact information thereby filling gaps of missing details, for data verification and refreshing of outdated contact information and improving the overall data accuracy. We also engage with an external agency for enhancement of Social Media pages and optimisation of lead generation through different sources of Marketing.

In a rapidly changing market landscape, how does your marketing team balance the need for consistency with the requirement to adapt quickly?

CloudHost Technology maintains core brand values and messaging consistency across channels, ensuring resonance with the target audience. Visual identity elements like logos and colour palettes are unified in marketing materials for brand recognition and trust-building. Agile marketing methodologies enable rapid iteration and adaptation of campaigns based on real-time data. Continuous market monitoring and competitor analysis aid in identifying opportunities for strategic adaptation. This balanced approach fosters resilience in navigating market dynamics, fostering strong customer and partner relationships.

BIJITA MARIAM BINU Marketing Manager, Guardian One Technologies

How do you incorporate customer segmentation into your marketing approach, and what strategies do you employ to tailor messages effectively to different demographic groups?

Customer segmentation is pivotal in modern marketing for precision and resonance. We meticulously gather data on demographics, preferences, and behaviours to craft tailored messages. Buyer personas based on demographics form the basis for a specialized marketing approach. Dynamic content and personalized offers align with audience interests, transforming generic broadcasts into customized interactions. Channel selection is crucial, considering diverse demographic preferences. A/B testing continually enhances our method. Consistency across platforms reinforces brand identity. Through a feedback loop, we stay aligned with evolving customer needs, nurturing a continuous, adaptive connection between our brand and audience.

Could you share insights into the specific technologies or tools your marketing team utilises for data-driven decision-making, and how these contribute to creating more customised and impactful campaigns?

Our marketing team utilises advanced technologies and tools for data-driven decision-making, ensuring our campaigns are both tailored and impactful. We rely on robust data analytics platforms like Google Analytics, a key tool to extract actionable insights by analysing trends, customer behaviour, and campaign performance. A/B testing tools, such as Google Optimizer and Hotjar, allow us to experiment with campaign elements in real time, optimising content and visuals for maximum effectiveness.

Our holistic approach includes social media listening, customer surveys, and geo-targeting to refine strategies. Collaborative project management tools streamline team coordination for efficient implementation. This technological integration transforms raw data into actionable insights, guaranteeing that our campaigns resonate with the audience and yield tangible results. The market offers a plethora of tools to support these efforts.

In a rapidly changing market landscape, how does your marketing team balance the need for consistency with the requirement to adapt quickly?

Our marketing team navigates market changes with a balance of consistency and adaptability. We maintain a consistent brand identity while staying agile to emerging trends. Campaigns are continuously optimized through A/B testing and feedback loops, ensuring effectiveness. Collaboration fosters this balance, leveraging knowledge and learning to stay ahead. Embracing both consistency and adaptability, we find stability in change. This approach not only helps us weather uncertainties but also seize them as opportunities for innovation and growth in a dynamic market.

SHABANA TAJASSUM

of Marketing, CloudHost Technologies

ANJALI DEVI

How does your marketing strategy prioritise personalisation to meet the diverse needs and preferences of the customers?

How do you incorporate customer segmentation into your marketing approach, and what strategies do you employ to tailor messages effectively to different demographic groups?

Customer segmentation is vital in our marketing, enabling personalized messages. We gather data on demographics, behaviours, and preferences to segment effectively. Our approach involves crafting segment-specific campaigns to address unique characteristics and pain points, ensuring relevance. Channel selection aligns with each segment’s preferences, enhancing engagement and driving better outcomes.

Could you share insights into the specific technologies or tools your marketing team utilises for data-driven decision-making, and how these contribute to creating more customised and impactful campaigns?

Our approach revolves around believing in the team rather than technology.

So, we don’t follow any specific technology to reach out to the audience segments. But we do use tools such as CRM systems, Marketing Automation Platforms, Web Analytics and Social Media Analytics tools which empower the engagement.

This facilitates the creation of personalised strategies tailored to specific audience segments. Consequently, our campaigns resonate more effectively with our target audience, leading to increased engagement and conversion rates.

In a rapidly changing market landscape, how does your marketing team balance the need for consistency with the requirement to adapt quickly?

In a dynamic market, our marketing team prioritizes a balance between consistency and adaptability. We maintain brand messaging and values for trust while staying responsive to trends. Regular market analysis and customer feedback guide our innovative approach. Technology and real-time data optimisation campaigns. Monitoring metrics allows for informed decisions and refinement. This ensures we stay ahead and deliver value effectively.

KAREENA OLIVERA

How do you incorporate customer segmentation into your marketing approach, and what strategies do you employ to tailor messages effectively to different demographic groups?

We implement account-based marketing (ABM) and leverage customer segmentation to tailor our strategies. We meticulously analyse customer data to identify distinct segments and create detailed personas. With clear KPIs, we measure the effectiveness of our efforts and adjust strategies accordingly. Employing a multi-channel approach, including email, social media, and personalised content, we reach our audience effectively. We prioritise personalised communication, crafting messages that resonate with each segment’s interests and motivations. Our approach ensures that we deliver relevant and impactful experiences, driving engagement and fostering meaningful connections with our customers.

Could you share insights into the specific technologies or tools your marketing team utilises for data-driven decision-making, and how these contribute to creating more customised and impactful campaigns?

We rely on the AmiViz Marketplace as our CRM system, serving as a comprehensive tool for collaborative decision-making. The AmiViz Marketplace provides seamless access to sales data and insights, integrating with our marketing efforts. This centralised platform fosters cross-functional collaboration, enabling alignment between sales and marketing strategies for enhanced planning and execution. With real-time data and collaborative tools at our disposal, we leverage the AmiViz Marketplace to make informed decisions, driving business growth and achieving our goals more effectively.

In a rapidly changing market landscape, how does your marketing team balance the need for consistency with the requirement to adapt quickly?

We prioritise both consistency and adaptability within our marketing team to effectively navigate a rapidly changing market landscape. Leveraging productivity applications and maintaining consistent sync calls, we ensure alignment across initiatives while remaining agile in response to evolving trends. Flexibility and collaboration are at the forefront of our approach, empowering team members to iterate on strategies and pivot when necessary. By embracing this balanced approach, we are equipped to thrive amidst dynamic market conditions while upholding our brand’s identity and delivering impactful results

Marketing Specialist, AmpConnect

Digital Marketing Specialist, AmiViz