INSIDE
STRATEGIES FOR THE GENAI ERA
AI PLAYGROUND: POWERING NEXT-GEN INTELLIGENCE
HOW TO LEAD IN AI TRANSFORMATION
A BUILDING
LEGACY
Ingram Micro META’s Dr Ali Baghdadi on shaping the future of technology and driving lasting innovation
ERICSSON AND ZAIN BAHRAIN EXPAND MOBILE BROADBAND NETWORK
INCEPTION AND SCALE AI ANNOUNCE STRATEGIC PARTNERSHIP TO DRIVE AI INNOVATION GLOBALLY
SANDBOXAQ JOINS THE UNICC’S AI HUB AS FOUNDING MEMBER
CHANNEL PULSE
Welcome to the latest edition of Channel Insights!
From edge computing to AI-driven transformation, this issue is packed with insights, strategies, and success stories from industry leaders who are driving change in the channel.
We sit down with Dr Ali Baghdadi, a true industry veteran, to talk about turning innovation into a lasting legacy. With his deep expertise and forwardthinking approach, he’s been instrumental in shaping the future of the region’s technology landscape.
We also dive into edge computing—a game-changer for channel partners looking to unlock new revenue streams. The closer data processing gets to the source, the faster and smarter businesses become. Partners who embrace this shift will be ahead of the curve.
Next, we break down practical strategies for AI adoption, helping partners navigate this evolving space. And speaking of transformation, we also take a look at how vendors are reimagining partner programmes, ensuring they’re more aligned with today’s digital-first world.
This edition also features insights from industry leaders, including Lionel Thomas of ATERMES on MENA growth, Raghu Chakravarthi from Core42 on AI adoption, and Fayez Eweidat of Juniper with Fadi Matta from Mindware on AI-native networking. Also, Wissam Saadeddine of Secure Domains and Samih Moussly from ServiceNow discuss growth strategies and AI-driven partner enablement.
But it’s not all about tech this time—we’re bringing something fresh to the mix! In our new feature, ‘A Day in the Life’, we step away from business talk (just for a bit) and take a look at what a typical day looks like for a busy industry leader. Spoiler alert: it’s a fine balance of strategy, networking, and, in the spirit of Ramadan, some well-earned Iftar gatherings.
With all this and more, this edition is about staying ahead of the curve, making the right moves, and—most importantly—seizing the opportunities that lie ahead. So, grab a coffee (or a quick break), dive in, and let’s get inspired together!
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Ericsson and Zain Bahrain expand mobile broadband network
Ericsson and Zain Bahrain have signed an agreement to expand Zain Bahrain’s 4G and 5G networks in the country. This agreement will also extend their Managed Services collaboration for an additional three years to optimise network efficiency and elevate customer experiences.
The mobile broadband network expansion will leverage Ericsson’s energy-efficient Radio Access Network (RAN) products, including the dualband Massive MIMO AIR 3229 and
triple-band Radio 4466. These products will boost network coverage, capacity, and reduce energy consumption by up to 20 percent, while contributing to achieve Zain Bahrain’s sustainability targets. Additionally, this initiative is part of Zain Bahrain’s broader investment plan with Ericsson, aimed at advancing the country’s digital transformation objectives.
As part of the extended Managed Services contract, Ericsson will continue to use data-driven methodologies to streamline processes, improve service metrics, and reduce time-to-market. The agreement also includes the modernisation of the core network, introducing Ericsson’s cloud-native Evolved Packet Core (EPC), part of Ericsson’s dual-mode 5G Core solution, and a modernised cloudnative Unified Data Management function, which will enhance the capacity and further strengthen the capabilities of its network.
Inception and Scale AI announce strategic partnership to drive AI innovation globally
Inception and Scale AI have announced a strategic partnership aimed at accelerating global AI adoption across the public and private sectors. The partnership agreement was signed between Ashish Koshy, COO of Inception and Trevor Thompson, Global Managing Director at Scale AI. The collaboration brings together Inception’s innovative AI product focus with Scale AI’s broad model training expertise that will begin in the UAE, with plans to expand into additional international markets. Under the partnership, Inception and Scale AI will collaborate to build high-impact AI solutions that are focused on government, investment, corporate and healthcare use cases. To enable this, the
companies will jointly create industryspecific evaluation datasets to help businesses and public sector entities understand the performance of their AI applications.
Additionally, Scale AI will offer comprehensive post-training support, including Supervised Fine-Tuning
Ali Isa Al Yaham, Chief Technology Officer of Zain Bahrain, said: “Our continued partnership with Ericsson demonstrates our commitment to delivering superior customer experiences in the Kingdom of Bahrain. This latest expansion enhances our ability to provide greater coverage, capacity, and reliability, while aligning with our sustainability goals by deploying Ericsson’s energy-efficient products. Together, we are driving digital transformation in Bahrain and solidifying our position as a key enabler of the Kingdom’s digital future.”
Nicolas Blixell, Vice President and Head of Gulf Council Countries at Ericsson Middle East and Africa, said: “We are proud to build on over a decade of partnership with Zain Bahrain by supporting their ambitious network expansion and modernisation plans. This agreement introduces technologies that not only elevate network performance but also lay the foundation for enhanced network capabilities. By combining advanced solutions with sustainable innovations, we are empowering Zain Bahrain to deliver exceptional, future-proof services to their customers in the Kingdom.”
(SFT) and Reinforcement Learning from Human Feedback (RLHF), for new large language models developed by Inception.
“This agreement marks another step in our commitment to advancing global AI innovation. Scale AI’s broad expertise together with Inception’s AI-native domain specific products will fast track product development, help enhance our offerings and pursue shared commercial opportunities. Furthermore, this agreement underscores our dedication to driving impactful change and creating value on a global scale,” said Ashish Koshy, COO of Inception.
“Together, Inception and Scale can accelerate the international adoption of AI by combining Scale’s frontier AI expertise with Inception’s commitment to the Global South and domain knowledge across government, investment and healthcare.” said Trevor Thompson, Global Managing Director at Scale AI.
(L-R) Ali Isa Al Yaham, Zain Bahrain and Nicolas Blixell, Ericsson Middle East and Africa
SandboxAQ joins the UNICC’s AI Hub as founding member
SandboxAQ has joined the United Nations International Computing Centre (UNICC) as a founding member of its new AI Hub, which has been established to be the primary AI solutions provider and resource centre for more than 100 UN entities and other international organisations around the globe.
The UNICC is the largest strategic partner for digital solutions and cybersecurity within the United Nations system. Leveraging SandboxAQ’s AQtive Guard unified encryption management platform, the UNICC will begin offering AI-enhanced cryptographic discovery services to identify any vulnerable cryptography (e.g., outdated or expired algorithms, keys and certificates) throughout a member organisation’s entire IT infrastructure, including applications, networks, and filesystems. These insights will enable constituents and partners to upgrade their cryptography to meet emerging and future threats, including AI- and quantum-based attacks.
“Over the last five decades, UNICC has continually expanded the diverse technology services designed for the
UN family, including fostering strategic partnerships with trusted partners like SandboxAQ to develop state-of-theart solutions,” said Sameer Chauhan, Director, UNICC. “Leveraging SandboxAQ’s innovative quantum, AI and cybersecurity solutions, we’re pleased to welcome them as a founding member of the UNICC AI Hub and share their expertise with our partners.”
The UNICC AI Hub’s focus and mission
The new UNICC AI Hub will serve as a centre of excellence for AI deployment within the UN system and other international organisations, gathering best-in-class experts, partners, knowledge, solutions and capabilities to help constituents and partners accelerate positive impact around the world. The AI Hub will provide expertise and training on a broad range of predictive, generative and quantitative AI solutions that are UN-tailored, battle-tested, costeffective, secure and compliant. The AI Hub and members such as SandboxAQ will assist with setting up and scaling AI projects, ensuring robust data integrity,
ethical compliance, optimal model performance, and measurable results.
In addition to cybersecurity services and solutions, SandboxAQ will collaborate with the UNICC to roll-out additional quantitative AI solutions powered by Large Quantitative Models (LQMs). These solutions will drive breakthroughs in complex system modeling, post-quantum cryptography, predictive analysis, and other areas related to the Sustainable Development Goals, such as clean water, good health and well-being, climate action, and affordable clean energy.
“As AI continues to fundamentally transform all aspects of our daily lives and the global digital economy, we applaud the UNICC’s bold step to create a one-stop shop where all UN agencies and affiliates can find the AI expertise, resources and solutions they need to protect themselves from cyberattacks and affect positive change on a global scale,” said Stefan Leichenauer, VP Engineering of SandboxAQ.
“SandboxAQ is incredibly proud to be a founding member of the UNICC’s AI Hub, and we look forward to helping its members tackle some of society’s biggest challenges.”
Vertiv and Tecogen forge global partnership to enhance cooling solutions for power-constrained data centres
Vertiv and Tecogen have announced a collaboration that enables Vertiv to offer Tecogen’s advanced natural gas-powered chiller technology to data centres worldwide, addressing power constraints and facilitating the deployment of AI at scale. The Tecogen solution will expand Vertiv’s industry-leading portfolio of cooling solutions.
As the power required for Artificial Intelligence computing and its supporting critical digital infrastructure increases, the strain on the power grid is showing, with increased demand exceeding supply in some regions. Tecogen’s solutions, proven over 40 years in demanding 24/7 applications such as healthcare and process cooling, help to reduce grid strain through natural gaspowered chiller technology. Vertiv has more than 60 years of experience in providing cooling, power and IT management for data centres of every size. This global partnership underscores Vertiv and Tecogen’s commitment to delivering costeffective and resilient infrastructure solution options that leverage alternative energy resources.
“We are excited to partner with Tecogen to bring innovative cooling solutions to our customers,” said
George Hannah, senior director of chilled water systems at Vertiv. “Integrating Tecogen’s technology into our portfolio allows data centre operators to overcome power constraints, optimise energy usage, and confidently expand their AI capabilities.”
“This relationship is advantageous for both parties,” said Abinand Rangesh, Chief Executive Officer at Tecogen. “For Tecogen, having a world-renowned partner like Vertiv enables us to scale rapidly in the data centre market. By combining Vertiv’s expertise in end-to-end data centre thermal systems with Tecogen’s proven natural gas-powered chiller technology, the collaboration offers a compelling value proposition for data centres aiming to enhance performance while managing energy consumption effectively.”
Syscom expands footprint to Africa
Syscom is expanding its expertise and making its first major investment in East Africa, marking a historic milestone for the company in the region. This expansion is part of Syscom’s aggressive global growth strategy, with substantial investments directed toward the African market.
With $25 million projected in revenue by 2026 and rapid scalability planned across the region, this move reflects Syscom’s commitment to being a dominant force in the IT and security solutions industry. After establishing a strong presence in the Middle East for the past decade— operating in the UAE, Oman, Qatar, Saudi Arabia, UK, US, India and Pakistan —Syscom is now bringing its expertise, cutting-edge technology, and extensive portfolio of IT and cybersecurity solutions to Africa. With East Africa serving as a strategic hub, the company
aims to revolutionise businesses across the continent, delivering superior IT infrastructure, security, and digital transformation solutions.
A strategic leap into the African market
Syscom’s decision to establish its first African branch in East Africa is fueled by the country’s growing digital economy, rapid technological adoption, and increasing demand for IT security and management solutions.
“This is a defining moment for Syscom. Our investment in Africa is not just about business expansion; it is about shaping the future of IT solutions on the continent,” said Hamid Ansari, Managing Director of Syscom. “East Africa is the perfect launchpad for our African operations, and we are fully committed to driving digital transformation by providing state-of-the-art IT solutions tailored for the region’s evolving needs with a full team hired locally to support partners in the region.”
Major investments and revenue projections
Syscom is making a massive financial commitment to Africa, with initial investments in infrastructure, talent acquisition, and partnerships with local enterprises. The company expects to generate $25 million in revenue by 2026, demonstrating the immense potential of the African market.
Africa’s digital transformation is progressing rapidly, with the market projected to grow from approximately USD 22.67 billion in 2024 to USD 45.76 billion by 2029, reflecting a compound annual growth rate (CAGR) of 15.07 per cent during this period.
With businesses across the continent rapidly modernising their IT infrastructure, Syscom’s expertise in Cybersecurity, Digital IT Infrastructure, Unified Communication, Cloud Services and enterprise IT solutions is set to play a crucial role in supporting industries in multiple verticals.
“Our projections for revenue in Africa are highly optimistic, given the
increasing demand for digital security, enterprise solutions, and IT consulting services,” added Hamid Ansari. “We are here for the long term, and our goal is to establish Syscom as the go-to IT solutions provider across Africa.”
A bold vision for Africa’s digital future
Syscom’s entry into the African market is just the beginning of a long-term vision to expand across the continent. With headquarters in Kenya, the company has strategic plans to establish branches in other key African markets, including Nigeria, South Africa, and Uganda, in the coming years.
“Our vision for Africa is well defined, and we see limitless potential here. We are not just expanding; we are pioneering a new era of IT excellence on the continent,” concluded Hamid Ansari. “This is a new chapter for Syscom, and we look forward to empowering businesses, securing digital landscapes, and driving technological advancements in Africa.”
DCG announces new board and executive committee
The Dubai Computer Group (DCG) is delighted to announce the official formation of its new Board for the 2025/2026 term. In the presence of Omar Al Hashmi (Dubai Chamber) and Hon. Chairman, Khalaf Al Otaiba, the first board meeting was held & marked the beginning of an exciting and promising chapter for DCG.
The newly elected board members bring a wealth of experience and vision to DCG, reflecting its commitment to fostering innovation, collaboration, and growth within the IT and business community. The members are as follows:
• Ashok Kumar – New Trend Computer Networks LLC (President)
• Mahendra Godwani – Preview General Trading LLC (Vice President)
• Mahboobullah Nayebkhil – MYZ Computers LLC (General Secretary)
• Dharmendra Sawlani – Smile Computers LLC (Board Member)
• K.U. Shankari – Lucky Star Computers LLC (Board Member)
• Mohamed Giado – New Computer Trading LLC (Board Member)
• Sony Thomas – Zabeel Star Computers LLC (Board Member)
• Sunny Narain – XFXForce Technology LLC (Board Member)
• Vinod Rangwani – Bluetec Computers LLC (Board Member)
Anticipating a Promising Term Under the leadership of the new Board, DCG is poised to achieve new milestones in innovation, collaboration, and community engagement. The group remains committed to advancing the IT sector and supporting its members through strategic initiatives and partnerships
Huawei launches AI-ready data storage for carriers to transform data assets
At MWC Barcelona 2025, Dr Peter Zhou, President of Huawei Data Storage Product Line, unveiled the company’s comprehensive AI-Ready Data Storage solutions designed to accelerate carriers’ transformation from telco to techco organisations. The announcement comes as telecommunications providers worldwide seek to capitalise on the growing value of data assets in the AI era.
“The AI-powered transformation of various industries is creating a golden era for data,” said Dr Zhou during his keynote speech. “Global carriers are continuously exploring business value by capitalising on and monetising application scenarios, such as smart home and digital factories—and that means higher demands on data storage, service capabilities, and business models.”
Unified data lake strategy for enhanced AI capabilities
To address these evolving challenges, Huawei has introduced an AI-Ready data lake solution that breaks down data silos, making organisational data visible,
manageable, and available. This approach enables carriers to transform disordered data into high-quality assets, unlocking significant business value.
The comprehensive storage portfolio addresses the full spectrum of carrier data needs.
For mission-critical production workloads, Huawei’s New-Gen OceanStor Dorado Converged All-Flash Storage and OceanStor A Series High-Performance AI Storage feature 100 million-level IOPS, financial-grade reliability, and efficient AI training and inference capabilities. These solutions support tens of billions of daily charging services and robust mobile financial applications.
For mass data management, the New-Gen OceanStor Pacific All-Flash Scale-Out Storage provides industry-leading density and low power consumption with exabyte-level scalability, ideal for emerging services like live streams and XR games. Complementing these offerings, the New-Gen OceanProtect All-Flash Backup Storage delivers comprehensive data protection with five times
faster data recovery than industry alternatives, supporting critical needs such as emergency drills and AI application development.
Advanced data storage services accelerate AI adoption
Recognising that carriers face multiple challenges in AI implementation—including weak data engineering, inadequate model development platforms, long data preparation times, and complex application development processes— Huawei has introduced the DCS AI Solution. This offering provides carriers with a one-stop AI toolchain and containerised environment to accelerate fine-tuning and deployment of AI models.
FlashEver business model maximises investment value
The FlashEver business model introduced by Dr Zhou addresses the investment challenges posed by rapidly evolving services and technologies. This approach protects carrier investments by providing an evolutionary, flexible architecture enabling seamless upgrades for live-network equipment. It also includes platform services with flexible purchase options, SLA assurances for high-quality customer experiences, and diverse storage and data services tailored to carrier requirements.
“Huawei remains committed to continuous innovation, specifically building the AI-ready data storage foundation and future-proof storage power to fuel AI adoption across the carrier industry,” Dr Zhou added.
In 2025, commercial 5G-Advanced deployment is accelerating, with AI helping carriers reshape business, infrastructure, and operations. Huawei is actively working with carriers and partners worldwide to accelerate the transition towards an intelligent world.
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EDGE COMPUTING: NEW OPPORTUNITIES FOR THE CHANNEL
Edge computing has the potential to transform service models, enhance operational efficiency, and drive innovation across industries. We explore the opportunities it can bring to channel partners in the Middle East
As digital transformation accelerates across industries, edge computing is emerging as a pivotal technology, offering new avenues of growth for channel partners. In the Middle East, where demand for real-time data processing and IoT solutions is surging, edge computing presents an opportunity for the channel to unlock value and drive business transformation.
Capitalising on the growing demand
The rise of edge computing is driven by the need for faster data processing, improved efficiency, and reduced latency. According to Suresh Chandrasekaran, Executive VP at Denodo Technologies, channel partners can capitalise on this demand by offering both industry-specific solutions — such as smart meters for utilities and field sensors in oil and gas — and functional applications that integrate AI for customer service, retail, and transportation.
“Partners need to offer both industry-specific edge computing solutions, but also a growing opportunity for more functional or general use edge computing
solutions integrated with GenAI for customer service, retail, and transportation,” says Chandrasekaran.
Similarly, Khalil Yazbeck, Business Development Manager –UAE, Kuwait, Qatar, and Oman at Kingston Technology, highlights that channel partners can provide technology and infrastructure solutions by enhancing end-user computing power, deploying small data centers at the edge, and offering comprehensive security and maintenance contracts.
“To capitalise on this demand, channel partners can provide a variety of technology and infrastructure solutions, such as enhancing end-user computing power, deploying small data centers at the network edge, and offering service and maintenance contracts,” Yazbeck explains.
Overcoming deployment challenges
Despite the promising outlook, deploying edge computing solutions in the Middle East comes with its own set of challenges. According to Chandrasekaran, the biggest hurdles are not hardware or bandwidth limitations — which have significantly improved — but
security and data accuracy.
“Edge computing hardware, software, and bandwidth have increased substantially, and costs have come down — so these are now less of a challenge. The bigger challenges are security and accuracy of data being delivered to and from edge computing systems,” he says.
Yazbeck adds that cybersecurity risks, infrastructure inconsistencies in remote areas, and legacy system integration pose significant challenges.
“Deploying edge computing in the Middle East presents challenges such as inconsistent infrastructure in remote areas, cybersecurity risks, and interoperability issues with legacy systems,” says Yazbeck. “To overcome these hurdles, channel partners can focus on encrypted storage, hybrid cloud models, and industry-specific edge solutions.”
Transforming revenue streams and service models
The proliferation of edge computing is reshaping the traditional revenue models for the channel. Chandrasekaran believes that the reduced need for human staffing in automated edge environments means partners must shift their focus from staffing services to highervalue design and development functions.
“Channel partners need to adapt their mix of skills to focus on higher-value design and development functions. The need for smart application development, security, and data are still strong and can be leveraged to deliver edge computing solutions more costeffectively and profitably,” he explains.
Yazbeck highlights the growing demand for reliable hardware and subscription-based service models, particularly in sectors like healthcare and manufacturing.
“Edge computing is transforming the IT channel by creating new service-led revenue
models and enhancing business efficiency. Subscription-based services for real-time data processing and remote monitoring are driving the demand for managed services,” Yazbeck notes.
Automation and scalability
Automation is a key enabler of edge computing, offering both scalability and efficiency. Chandrasekaran points out that automation allows partners to revisit the technicianto-endpoint ratio — the number of devices a single technician can manage effectively.
“With automation, MSPs can ensure their people are less pressured and focus on more complex issues. This creates opportunities for upselling and cross-selling while enhancing the client experience,” he says.
Yazbeck adds that automation helps partners reduce costs, increase accuracy, and improve service delivery.
“Automation takes care of routine tasks, freeing up technicians to focus on personalised service and highervalue activities,” he explains.
Industry-specific solutions
Edge computing is not a onesize-fits-all solution. Both Chandrasekaran and Yazbeck emphasise the importance of offering customised, industryspecific solutions.
“Partners need to understand the use cases and the propensity of users or employees to adopt edge computing,” Chandrasekaran advises.
Yazbeck highlights the opportunities in healthcare, retail, and manufacturing.
cent to service gross margins.
“Implementing best practices like the 40-20-40 rule allows partners to optimise costs, improve service quality, and drive consistent innovation,” he explains.
Yazbeck adds that client feedback and ongoing investment are essential for maintaining longterm customer relationships.
By offering tiered service packages and scalable solutions, channel partners can build lasting relationships and deliver greater value to clients”
“Real-time diagnostics in healthcare, smart POS systems in retail, and predictive maintenance in manufacturing are just a few examples of how edge computing can transform industries,” he says.
Continuous improvement and innovation
The journey doesn’t end with deployment. Successful channel partners embrace continuous improvement and innovation to stay ahead in a rapidly evolving landscape. Chandrasekaran advocates for the 40-20-40 rule — allocating 40 per cent of revenue to overheads and internal technology, 20 per cent to external technology, and 40 per
“By offering tiered service packages and scalable solutions, channel partners can build lasting relationships and deliver greater value to clients,” he says.
Edge computing is transforming the channel landscape in the Middle East, offering new opportunities for revenue generation, operational efficiency, and client engagement. By addressing deployment challenges, adopting automation, and delivering industry-specific solutions, channel partners can position themselves as strategic enablers of digital transformation.
With the right mix of technology, expertise, and customer-centricity, channel partners can unlock the full potential of edge computing — driving both business success and regional innovation.
Khalil Yazbeck, Kingston Technology
Suresh Chandrasekaran, Denodo Technologies
Khalil Yazbeck, Kingston Technology
BUILDING A LEGACY
Dr Ali Baghdadi, Senior Vice President and Chief Country Executive, Ingram Micro META, on shaping the future of technology by turning innovation into legacy
When Dr Ali Baghdadi reflects on his journey in the IT industry, he speaks not just of change but of an evolution that has redefined the role of channel partners and technology distributors. His career, spanning decades, has been deeply intertwined with the transformation of the IT and channel landscape.
Dr Baghdadi’s entry into the channel industry was, in his words, accidental.
“I started as a computer scientist, developing software that ran on hardware from different manufacturers. Eventually, I built my own company, selling third-party hardware alongside my value-added solutions. That evolved into a full-fledged distribution business with a strong value-added component,” he recalls.
In 1980, he founded Aptec in the UK, which rapidly grew into a leading force in the regional tech landscape. In 2012, it became part of Ingram Micro. Steering the company for decades, Dr Baghdadi has been a driving force, shaping its growth and influence in the industry.
Having been at the forefront of the channel landscape for years, he has witnessed its transformation, driven by evolving market demands and breakthrough technologies, expanding well beyond traditional hardware distribution. Today, it thrives on value-driven partnerships that include cybersecurity, artificial intelligence (AI), and cloud computing. The role of valueadded distributors (VADs) has expanded significantly, becoming more than intermediaries to solution providers, financial enablers, and service experts who help vendors and partners navigate an increasingly complex digital landscape.
“A $3 trillion industry like the channel has evolved far beyond hardware distribution,” says Dr
Baghdadi. “In the past, VADs were primarily focused on stocking and fulfilment. Today, they must provide strategic support— technical, financial, and serviceoriented—so that customers can thrive in this massive and everevolving market.”
Under Dr Baghdadi’s leadership, Ingram Micro has reached significant milestones, including strategic acquisitions, industry recognition, key partnerships, and regional expansion—all reinforcing its position as a leading value-added distributor in the Middle East and beyond.
Today, as he leads Ingram Micro in one of the most dynamic regions in the world, Dr Baghdadi remains focused on building a lasting legacy that empowers partners, accelerates digital transformation, and strengthens cybersecurity resilience.
A testament to growth
Today, Ingram Micro operates across more than 14 locations in the Middle East, including the UAE, Turkey, Saudi Arabia, Oman, Qatar, Kuwait, Jordan, Egypt, Lebanon, Iraq, Pakistan, Morocco, French speaking
Africa, East Africa, Pakistan, and more, making it one of the region’s largest VADs. With an extensive portfolio spanning AI, cybersecurity, and physical security, the company continues to redefine technology distribution.
Recently, the company reached a major milestone by returning to the New York Stock Exchange, signaling the beginning of its next chapter of growth and expansion.
“Being listed on the NYSE is a proud moment for all 24,000 Ingram Micro employees worldwide. We have built a legacy
of excellence, and now we are ready for the next chapter,” he says.
Dr Baghdadi sees this achievement as a springboard for even greater ambitions. “Our goal is to continue being the powerhouse behind the world’s leading technology brands. To further our vision and reinforce our position on the NYSE, we have and will continue to invest in the most advanced technologies and platforms to support our resellers and their customers. This is just the beginning,” he says.
Being listed on the NYSE is a proud moment for all 24,000 Ingram Micro employees worldwide. We have built a legacy of excellence, and now we are ready for the next chapter”
AI and cybersecurity: The innovation engines for success One of the key technologies at the forefront of Ingram Micro’s strategy is AI, a game-changer in the channel landscape. System integrators and resellers now rely on AI-driven automation, predictive analytics, and intelligent customer insights to improve efficiencies and deliver better solutions.
“Ingram Micro has introduced AI-powered platforms like Xvantage—X for Customers (X4C), X for Associates (X4A), and X for Vendors (X4V). These platforms use AI to streamline operations, enhance data analytics, and drive decision-making,” explains Dr Baghdadi. “The platforms go beyond enabling our customers, they’re also about empowering their customers, vendors, and our teams to work smarter and faster.”
Cybersecurity is another area of focus for Ingram Micro as the digital landscape grows more complex and cyber threats become
Ingram Micro is committed to helping startups succeed. We provide access to cutting-edge technology, mentorship, and financial enablement to fuel their growth”
increasingly sophisticated. With businesses facing an everexpanding attack surface, the need for proactive, intelligent security solutions has never been greater.
By integrating AI into its security platforms, Ingram Micro is setting industry standards, providing companies with cuttingedge tools to detect, prevent, and respond to threats in real-time. AI-driven security solutions enhance efficiency, automate threat detection, and offer deeper insights to mitigate risks before they escalate.
“AI is essential in cybersecurity,” Dr Baghdadi says. “Cybercriminals are using AI to develop more advanced malware. We must fight fire with fire, leveraging AI-driven security to detect anomalies, prevent breaches, and safeguard critical information.”
While technology players and channel partners harness AI to strengthen cybersecurity, threat actors are exploiting it to launch more sophisticated, automated attacks—creating new and complex challenges for the channel. At the same time, compliance with global regulations such as the EU AI Act, US Department of Justice
guidelines, and export restrictions adds another layer of complexity.
“Emerging AI platforms, chatbots, and micro-agents must meet stringent compliance standards. This is where customers need robust testing frameworks and cybersecurity solutions,” says Dr Baghdadi. “The challenge is real, but so is the opportunity. AI and GenAI solutions are growing at rates exceeding 30 per cent annually. Companies which invest in AIdriven security and compliance frameworks will be the winners in this space.”
To support customers, Ingram Micro offers advanced cybersecurity tools and expert guidance. One such initiative is Eyesight, a proprietary tool that scans publicly
accessible information on customers’ websites, exposes vulnerabilities and provides tailored recommendations. This free service enables companies to proactively address security risks and enhance their service offerings.
“Our partners receive a detailed report that they can use to advise their customers. It’s about giving them the tools and skills to succeed,” Dr Baghdadi explains.
Bridging the skills gap
A critical challenge for businesses today is the shortage of skilled professionals capable of implementing and managing advanced IT solutions.
“We see a growing need for technical expertise in AI, cybersecurity, and cloud
solutions. There simply aren’t enough skilled professionals to meet demand,” Dr Baghdadi says. “To address this, we are investing in training programmes, certifications, and AI-driven automation to bridge the gap.”
Ingram Micro collaborates with universities and tech providers to develop training programmes that equip professionals with the skills needed for tomorrow’s digital economy. By investing in education and enablement, the company is ensuring that the META region remains competitive in the global tech landscape.
The future of the META region
The META region is undergoing rapid digital transformation, with
governments and enterprises investing heavily in AI, cloud computing, and cybersecurity.
According to Dr Baghdadi, this presents a tremendous opportunity for technology providers.
“Governments are introducing new regulations to protect data and critical assets. At the same time, industrial diversification is creating demand for tailored technology solutions,” he says.
“We are no longer just an oil and gas region. We have booming sectors in manufacturing, tourism, fintech, and AI-driven startups.”
Startups, in particular, are driving innovation across the region. From AI-driven
fintech solutions to next-gen cybersecurity firms, these emerging businesses require specialised support to scale.
“Ingram Micro is committed to helping startups succeed. We provide access to cutting-edge technology, mentorship, and financial enablement to fuel their growth,” Dr Baghdadi asserts.
“By fostering an ecosystem of innovation, we are shaping the future of technology in the region.”
As Ingram Micro continues to expand its influence, the company is not just enabling businesses—it is shaping the future of the digital economy. And for Dr Baghdadi, that is the true essence of building a legacy.
STRATEGIES FOR THE GENAI ERA
GenerativeAI (GenAI) is reshaping industries, and channel partners have a critical role to play in its adoption. So, how can they lead the way and drive value for customers? Experts weigh in on leveraging tailored strategies to unlock new opportunities
Suresh Chandrasekaran, Executive VP, Denodo Technolog ies
Key challenges for channel partners in GenAI
Firstly, finding meaningful business use cases that provide continuous and substantial value add to the customer or customer’s customer. Many GenAI use cases are simplistic demo/pilot use cases based on precurated data that don’t work well in the real world due to a variety of reasons. The solution is to propose use cases based not only on public data, knowledge or the web but also on company-specific data to be meaningful to business. And then use GenAI techniques and tools that can combine public/private and structured/ unstructured data easily.
Secondly, accessing disparate data in near real-time for GenAI. While many GenAI and LLM tools are pretrained on public knowledge or internal knowledge bases, allowing them to access real-time corporate data requires skills not only in GenAI development but also in data integration. One way to solve this problem of disparate data is to adopt logical data management and RAG, or retrieval-augmented generation.
Lastly, security is often a concern in GenAI offerings when they are pre-encoded into vector databases. Partners must also learn to include in their GenAI offerings the ability to protect sensitive data
Delivering GenAI-ready data solutions
As discussed above, partners need to consider business goals, disparate data, security, and RT/near RT access to information to provide meaningful value
and differentiation to clients. The value of GenAI Applications or Agentic AI also depends on the ability of partners to deliver GenAI-ready data, and for this, partners need to offer integrated data solutions that can access and deliver disparate structured/unstructured data in real-time with accuracy and security
Support for vendors
Many vendors position their ecosystem as a one-sizefits-all vertical stack of LLM, AI tools, Apps, data lake, store, etc. While this is fine for demo purposes, in the real world, this does not work well. So vendors need to support the partners to adopt complementary architectures and tools – for example, not all data can be centralised in a data lake house, and vendors should recommend both logical and physical data integration. More than one LLM may be needed to serve both general and industry-specific use cases. Another way that vendors can help partners is to engage them in actual production customer use cases. Lastly, the vendors can help with training by providing AI-SDK and free trials and hands-on-labs for GenAI to partners using realworld scenarios to build up the partners’ experience.
Abdul
Rehman Tariq Butt, Regional Director - Middle East, SolarWinds
Overcoming GenAI integration challenges
When it comes to integrating GenAI into their offerings,
channel partners face two key challenges. The first is finding a way to seamlessly fit AI into their portfolio in a way that enhances, rather than just repackages, existing solutions. Simply layering a large language model over products and calling it AI-driven isn’t a differentiator— customers are getting wise to AI washing, and hidden costs like AI licensing can quickly sour the deal.
The second challenge is enablement. Partners need to be fully equipped to deliver AI’s value to customers, but they can’t always rely on vendors for this, as many vendor-led enablement programmes are still catching up. The solution? Partners need to take the lead in skilling up, investing in in-house AI expertise, and curating their own AI integration strategies rather than waiting for vendors to hand them a roadmap.
Capitalising on GenAI demand
To capitalise on the growing demand for generative AI, partners need to stop thinking like resellers and start thinking like innovators. The most successful players aren’t just pushing AI-infused vendor products; they’re leveraging open-source LLMs, like the recently released DeepSeek, to develop proprietary models that create real value. Instead of relying on out-of-the-box AI features, they’re building AI-driven solutions that unify and enhance their entire portfolio. This is where differentiation happens—partners who own their AI strategy, rather than just adopting what vendors provide, are the ones winning customer trust and long-term business.
Vendor enablement for GenAI monetisation
Vendors, for their part, need to make AI adoption seamless for partners. With SolarWinds, this has taken form in our AI by Design programme, mirroring our Secure by Design cybersecurity framework. This isn’t just about embedding AI into products; it’s about ensuring partners have the training, tools, and support to monetise AI effectively.
Standardisation is another key factor—vendors must structure their products in a way that allows partners to easily build and layer AI-driven enhancements rather than forcing them to navigate fragmented and inconsistent AI implementations. When partners and vendors work together in this way, AI isn’t just a buzzword—it’s a real business accelerator.
infrastructures, especially as cloud-native applications and cybersecurity threats grow. This leads to new regulations that partners need to understand and adapt to. Another key challenge is the gap in technical knowledge, which can be addressed through training programmes. Additionally, partners may struggle with integration difficulties, as existing systems may not be compatible with new AI technologies. Ensuring data quality, accuracy, and compliance with privacy regulations like GDPR and CCPA is also a significant challenge.
Positioning for AI growth
Sujoy Banerjee, Associate Director, ManageEngine
AI integration challenges
Channel partners face several challenges when integrating generative AI into their offerings. One major issue is keeping up with the increasing complexity of IT
To capitalise on the growing demand for generative AI solutions while ensuring value for customers, partners should focus on personalising their services to meet evolving customer needs. In 2025, customers are expecting more tailored and customised solutions. By leveraging data-driven insights, partners can refine their offerings to deliver better user experiences. AI and ML technologies will play a significant role in automating tasks and enhancing cybersecurity, helping businesses predict and address potential threats. As AI usage increases, partners will need to navigate growing compliance complexities while ensuring data privacy and adhering to regional regulations. With AI becoming central to operations, focusing on privacy and governance will be key to mitigating risks, particularly with disruptive technologies like deepfakes and augmented reality.
Vendor support for GenAI adoption
Partners would be reliant on the vendor’s support in terms of gaining the right knowledge and expertise required in adopting GenAI capabilities. This can be done through training programmes, seminars and workshops regularly. It is also important to keep them updated as emergent technology is a rapidly evolving space and regularly changes. Another important role vendors can help them with is by providing case studies or scenarios wherein GenAI capabilities can be applied to enable them to make the best effective use out of it.
Ranjith Kaippada, Managing Director, Cloud Box Technologies
Navigating GenAI integration challenges
Channel partners (CPs) face several challenges when integrating generative AI. A major hurdle is the lack of skilled professionals who can fine-tune AI solutions, leading to customer concerns over quality and reliability. To address this, CPs should invest in training and upskilling employees through vendor-specific AI programmes.
Another challenge is customer skepticism regarding AI-generated content’s accuracy, bias, and security.
Misinformation, regulatory concerns, and data privacy risks further complicate adoption. CPs must establish AI governance frameworks that ensure transparency, compliance with GDPR and ISO standards, and responsible AI use.
Additionally, integrating AI into legacy systems can be complex. Many older IT environments struggle with AI’s computational demands. CPs can overcome this by leveraging API-based AI models that integrate seamlessly without disrupting existing workflows. By addressing these challenges strategically, CPs can drive AI adoption while ensuring value and compliance for customers
Leveraging GenAI growth
With the rising demand for generative AI, channel partners must strategically position themselves as industry specialists. Instead of offering one-size-fitsall AI solutions, they should develop sector-specific applications tailored to industries like healthcare, finance, and manufacturing. This specialisation enhances credibility and market differentiation.
An outcome-driven approach is key—partners should emphasise AI’s potential to enhance efficiency, reduce costs, and drive innovation. Showcasing real-world case studies helps convert interest into adoption by demonstrating tangible business benefits.
Strategic alliances with AI vendors and cloud providers further strengthen positioning. Co-selling and joint marketing initiatives can accelerate market entry and expand reach. Additionally, partners should advocate for ethical AI practices, ensuring transparency, data privacy compliance, and responsible AI deployment. Establishing themselves as trusted advisors in AI governance enhances customer confidence, leading to long-term relationships and sustained growth.
Empowering partners for GenAI success
Vendors play a crucial role in enabling channel partners to successfully adopt and monetise generative AI. Robust training and certification programmes ensure CPs have the necessary skills to deploy AI solutions effectively. Hands-on workshops and sandbox environments help partners experiment and gain confidence in AI implementation.
Flexible pricing models, such as subscription-based AI services, allow CPs to offer scalable solutions without high upfront costs. Vendors should also provide comarketing initiatives, including webinars, whitepapers, and case studies, to enhance partner credibility and generate leads.
Security, compliance, and governance support are equally critical. Vendors must equip partners with AI models that align with global and regional regulations, addressing customer concerns about responsible AI use. Additionally, offering pre-built AI frameworks and strong technical support ensures smooth deployment. By fostering a strong partner ecosystem, vendors can empower CPs to drive AI adoption while ensuring customer trust and long-term business growth.
Seamless Service, Streamlined Success.
Ensure standardized service delivery across different enterprise teams.
CONSULTING | SOLUTIONS | MANAGED SERVICES
HOW TO LEAD IN AI TRANSFORMATION
Samih Moussly, Senior Director – Global Partners & Channels, EMEA South, ServiceNow discusses how the enhanced partner programme empowers partners with AI capabilities, specialisations, and incentives to drive business transformation
Can you share the key enhancements in the newly upgraded partner programme?
The ServiceNow Partner Programme was updated to ensure partners have access to the latest AI innovations and are equipped to bring additional value to their customers with the Now Platform and can truly become co-pilots on ServiceNow’s journey to sell productivity to customers. The most recent update also helps partners unlock new revenue opportunities and capitalise on the rapid growth of ServiceNow’s AI solutions.
One of the key enhancements is the near quadrupling of investment in new incentives such as eligible discounts, rebates, and valuable credits. These resources can be applied to training, professional services, and practicebuilding efforts, ultimately supporting partners in driving profitability and growth.
Another major update is the introduction of Product Line Achievements (PLA) for Now Assist, which helps partners build credibility and position themselves as trusted advisors with proven expertise in ServiceNow AI solutions. This
additional recognition allows partners to gain a stronger foothold as experts in the field, helping them attract and retain customers who value specialised knowledge.
And finally, the programme now includes expanded specialisations, allowing partners to showcase their success in key AI areas, including Customer Experience GenAI, Employee Experience GenAI, ServiceOps GenAI, Cybersecurity, and Tech Risk. The introduction of these specialisations is accompanied by the creation of the GenAI Customer Value Partner of the Year award, which
will recognise partners who have successfully leveraged GenAI to deliver significant value to their customers.
How do these enhancements add value/benefit partners?
The updated Partner Programme provides a rigorous framework that fosters long-term success. Partners gain increased customer confidence in their expertise and capabilities, bolstered by new incentives that enhance profitability and revenue growth. Additionally, the programme provides access to advanced technology tools, such as lead routing capabilities, and expanded resources to support partners as they progress through their journey. These enhancements are designed to help partners thrive, ensuring they have the tools and support needed to succeed in a competitive market.
Can you cite some examples of how you are working with partners to bring the AI/GenAI value proposition to enterprises? AI and more recently, GenAI, are clearly shaping the future of the way we work and to facilitate the fast deployment and responsible use of GenAI, ServiceNow has expanded our strategic alliance with EY to provide solutions for GenAI compliance, governance and risk management and enhance the experience of EY professionals and clients.
Locally, we have partnered with LTIMindtree to help drive agentic AI and GenAI adoption across IT and business processes. The collaboration spans business, technology, and people transformation, focused on productivity and cost savings. As an example, together, we’ve built a solution called ‘AI-Smart Underwriter’, specifically designed to increase productivity of insurance underwriters.
We believe that co-creating the future with our partners will be a competitive advantage for both parties over time.
By embedding ServiceNow into the enterprise architecture and AI frameworks, organisations can create a connected digital ecosystem where work flows across the technology landscape, operations, employees, and customers”
themselves as trusted experts in their chosen fields, increasing customer confidence and ensuring partners are recognised for their ability to deliver tailored, impactful solutions that address evolving business challenges.
What benefits do partners gain from the increased investment in incentives and training?
The incentives, which include discounts, rebates, and credits, should directly contribute to improved revenue and profitability. Additionally, the expanded training opportunities help partners build deeper expertise in ServiceNow’s solutions, particularly in our AI solutions. This means partners are better positioned to expand their service offerings and deliver superior customer outcomes.
What advice do you have for regional partners looking to maximise their success with ServiceNow AI solutions?
How will the expanded specialisations help partners differentiate themselves in the market?
These specialisations, covering areas like Customer Experience GenAI, Employee Experience GenAI, ServiceOps GenAI, Cybersecurity, and Tech Risk, allow partners to build deep understanding and success in specific industries and solutions. By achieving these specialised credentials, partners can position
Only 1 in 4 organisations see a strong ROI from their digital transformation efforts. The main reason for this is siloed business applications and disconnected departments. ServiceNow is the AI Platform for Business Transformation - a single system of action, single source code and unified data model that is deeply connected to every corner of the enterprise. By embedding ServiceNow into the enterprise architecture and AI frameworks, organisations can create a connected digital ecosystem where work flows across the technology landscape, operations, employees, and customers. This breaks down silos, accelerates automation, and unlocks real business value.
To bring this ServiceNow value proposition to customers, partners need to involve their enterprise architects early in the customer journey – these are the men and women that understand how the capabilities of the end-toend platform and can fit into the customers’ infrastructure.
STRENGTHENING CYBERSECURITY THROUGH DNS
Wissam Saadeddine, Co-Founder of Secure Domains, shares insights on the company’s vision and growth strategy
What was the driver behind the launch of Secure Domains?
DNS plays a critical role in cybersecurity and the cyber kill chain, yet it remains an overlooked vulnerability. Many cybersecurity vendors do not effectively secure DNS, leaving a significant gap. Recognising this, we founded Secure Domains to address this challenge.
Additionally, compliance with local regulatory requirements, particularly around data residency and sovereignty, was a key driver. We built a complete cloud infrastructure within the UAE, covering all aspects—processing, logging, and security.
My co-founder and I spent seven to eight years working together in our previous organisation, gaining deep expertise in DNS
security. We saw a strong use case and recognised that we had the talent and capability within the region to create a truly impactful solution.
How do you differentiate from other cybersecurity providers?
We focus exclusively on DNS security, unlike traditional cybersecurity vendors that provide broad-spectrum solutions like data loss prevention and encryption.
Most providers treat DNS as a ‘best-effort’ service rather than a security protocol. However, DNS is a critical component in every cyberattack, as attackers use it to communicate with commandand-control centres.
By embedding intelligence into DNS, we block threats early in the attack lifecycle, preventing them from spreading across networks and causing damage.
How does Secure Domains transform DNS into a cybersecurity tool?
DNS has traditionally been used for basic internet connectivity. We enhance it with intelligence, threat feeds, and Indicators of Compromise (IOCs) to turn it into a powerful cybersecurity tool.
Our platform can determine when to allow or block connections based on real-time threat analysis, making DNS an integral part of an organisation’s security strategy rather than just a network service.
What challenges has Secure Domains faced so far?
As a young company—launched at the end of last year—our biggest challenge is market awareness. However, once organisations see the DNS security gap firsthand, they quickly recognise its importance.
The crowded cybersecurity market, with various vendors promoting different narratives, sometimes leads to customer confusion. However, with the right approach and go-to-market strategy, we are confident in securing major projects.
What is your go-to-market strategy for the GCC and MENA regions?
We began in the UAE, Qatar, and Saudi Arabia, with plans to expand across the GCC and into Africa.
To accelerate growth, we are hiring more sales and pre-sales resources while onboarding regional partners. We are also engaging with Managed Service Providers (MSPs) and Managed Security Service Providers (MSSPs), as they represent the future of cybersecurity. Our platform is multi-tenant, MSPfriendly, and supports whitelabeling, making it an attractive offering for service providers.
What are your key differentiators compared to other DNS security vendors?
Our platform is a true multitenant cloud solution, allowing enterprises to manage subsidiaries and MSPs to handle multiple customers from a single interface—something most DNS providers have yet to achieve.
We also integrate AI and machine learning into our DNS engine, providing advanced threat detection and making our solution one of the most secure and comprehensive in the market.
What are Secure Domains’ growth?
We aim to establish a strong presence across the Middle East and Africa, expanding from the UAE, Saudi Arabia, and Qatar into Egypt, North Africa, and beyond. On the technology front, while we currently operate as a cloud-based solution, we are developing an onpremises option for sectors like defence and critical infrastructure that require local control.
Our roadmap includes several innovations, which we will announce soon.
PARTNER WATCH
A look into some of the latest partner programme updates
PURE STORAGE
• Increased partner profitability: The revamped programme enhances growth opportunities and rewards partners who replace aging disk-based storage with Pure Storage’s all-flash solutions.
• Solution-oriented training & enablement: New training programmes, including on-demand courses and in-person technical boot camps, equip partners with knowledge to address evolving market needs.
• Focus on high-growth use cases: Partners can drive transformation in hybrid cloud optimisation, AI-ready infrastructure, modern applications, and cyber resilience.
• Enhanced incentives & rebates: The programme offers enriched rewards and rebates to accelerate customer transition to the Pure Storage Platform.
• Advanced partner tools:
• Pure Partner Intelligence: Provides realtime insights to identify growth opportunities.
• Pure Realise: Equips partners with use-case proposals, price quotes, and solution expertise.
• New Digital Partner Master Services Agreement (DPMSA): Automates and streamlines customer upgrades, expansions, and renewals via the Pure1 platform.
Pure Storage is deeply committed to driving shared success with its partners and we are excited to deliver a reimagined programme experience that positions partners for exponential growth. Partners recognise the unrivaled value in leading with the Pure Storage Platform to solve customers’ most challenging data storage use cases and guiding their imperative to build and operate responsibly for a sustainable future”
Amy Fowler, General Manager, Commercial at Pure Storage
• Operational Enhancements: Redesigned partner portal, new CPQ tooling, and guided selling features to increase sales velocity.
• Commitment to partner growth: Pure Storage aims to empower partners with resources, tools, and incentives to drive market impact and deliver transformative solutions to customers.
QUALYS
• Launch of mROC Partner Alliance: Allows select Qualys partners (MSSPs) to expand revenue streams by offering cyber risk advisory, onboarding, integration, and remediation as a unified managed service.
• Powered by Enterprise TruRisk Management (ETM): Consolidates cyber risk insights into a unified view, quantifies risk in terms of Business Value at Risk (VAR), and automates risk reduction.
• Strategic role of partners:
• Streamline cyber data aggregation through integrations and connectors.
• Apply industry-aligned risk models and quantification.
• Provide continuous cyber risk monitoring and executive-level risk communication.
• New service offerings for partners:
• Cyber Risk Advisory Services: Assess current vulnerability management programmes and provide risk quantification for resource alignment.
• Onboarding & Integration Services: Centralise risk telemetry from different tools, automate workflows, and deliver executive reporting.
• Continuous Risk Monitoring Services: Monitor risk signals, close visibility gaps, track risk trends, and benchmark against industry standards.
• Risk Remediation Services: Automate risk reduction programmes, integrate ETM with existing solutions, and provide expert support for critical vulnerabilities.
• Revenue growth opportunity: Partners can leverage Qualys’ extensive installed base to upsell solutions and drive third-party tool adoption.
• Exclusive partner benefits:
• No-cost in-depth product training, technical guidance, and one-on-one risk workshops.
• Strategic co-selling opportunities for faster customer adoption and accelerated market entry.
Establishing a Risk Operations Centre as a centralised, proactive cybersecurity management platform is a key strategy for CISOs aiming to systematically reduce risk while enhancing operational efficiency and business resilience. With mROC, CISOs have access to an ecosystem of partners who operationalise the ROC and serve as strategic risk advisors. For MSSPs, mROC unlocks a valuable revenue opportunity, empowering them to deliver comprehensive cyber risk management—including risk aggregation, quantification, monitoring, and remediation—powered by Qualys Enterprise TruRisk Management”
Sumedh Thakar, President and CEO, Qualys
SERVICENOW
• Expansion of ServiceNow’s Global Partner Programme:
• Nearly quadrupled investment in incentives and specialisations for partners.
• Aimed at helping partners capitalise on the rapid growth of ServiceNow AI solutions and deliver value to customers.
• Elevating Infosys and Cognizant to Global Elite Partners:
• Infosys and Cognizant join the highest level of the ServiceNow Partner Programme, joining Accenture, Deloitte, EY, and KPMG.
• New opportunities for partners:
• Eligible discounts and rebates: Partners can access discounts, rebates, and credits for training, professional services, and practice-building resources.
• AI specialisations: Expanded opportunities for partners to elevate their AI offerings, including specialisations in areas like Customer Experience GenAI, Employee Experience GenAI, ServiceOps GenAI, Cybersecurity, and Tech Risk.
• GenAI awards: New “GenAI Customer Value Partner of the Year” award to recognise partners who drive significant customer value through GenAI solutions.
• ServiceNow’s continued investment:
• Focused on empowering partners with resources to grow their business, expand AI expertise, and achieve customer success.
• Aim to accelerate business transformation through enhanced partner tools and resources.
• Infosys and ServiceNow collaboration:
• Combining Infosys Cobalt with ServiceNow’s Now Assist for AI-powered industry solutions to transform customer experiences.
• Strengthened commitment to AI innovation and enterprise collaboration.
• Cognizant’s role in driving ServiceNow’s AI solutions:
• Establishment of Cognizant’s ServiceNow Business Group to accelerate AI solution deployment.
• Played a key role in the go-to-market strategy of ServiceNow’s Workflow Data Fabric, enabling quick implementation of data solutions.
• ServiceNow’s partner programme reach:
• More than 2,200 partners with rigorous training and performance requirements ensuring competency, capabilities, and customer success.
Over the past two years, we have completely transformed our Partner Programme, cultivating an ecosystem of specialised, industry-leading capabilities and services for our customers. Our continued investment is focused on empowering our partners with the resources they need to grow their business, expand their AI expertise, and deliver incredible outcomes for our shared customers”
Erica Volini, Executive Vice President, Worldwide Industries, Partners, and Go-to-Market, ServiceNow
SOLARWINDS
• Next phase of enhancements to the SolarWinds Partner Programme:
• Focuses on increasing partner profitability, enhancing partner capabilities, and providing tools to help partners elevate together.
• Theme of the year: “Elevating Together”
• Aimed at empowering partners to adapt to emerging technologies, evolving customer demands, and ensuring channel success, growth, profitability, and customer satisfaction.
• Evolving partner profitability:
• Introduction of a new three-tier model with enhanced revenue segmentation and margin control to boost partner profitability in 2025.
• Popular growth incentives included for partners focusing on SolarWinds Observability (SelfHosted and SaaS), Database, and IT Service Management (ITSM) solutions.
• Elevating partner capabilities:
• Launch of the SolarWinds Services Certification Programme (SCCP) to certify services partners for selling and delivering SolarWinds Premium Support Add-On services.
• Certification requires partners’ teams to include a SolarWinds Certified Professional (SCP) and a SolarWinds Certified Instructor (SCI).
• Empowering partners with new tools:
• Enhanced partner portal experience offering new tools and better user experience.
• Improvements include better business planning, partner marketing automation tools, Google Ads integration, and updated lead-sharing capabilities.
• Continuous updates:
• SolarWinds has annually updated the Partner Programme since its launch in 2022 based on employee and partner feedback to support digital transformation and innovation.
At SolarWinds, we are dedicated to creating lasting value for partners through collaboration, shared growth, and a unified vision. This year’s Partner Programme theme, ‘Elevating Together,’ aims to empower partners to adapt to emerging technologies and evolving customer demands, focusing on channel success, growth, profitability, and exceptional customer satisfaction for a resilient and innovative future”
Andre Cuenin, Chief Revenue Officer, SolarWinds
DRIVING SECURITY INNOVATION
Lionel Thomas, Chairman, ATERMES, highlights strategic expansion and innovation driving growth in MENA
ATERMES has recently expanded its footprint in the Middle East and North Africa with the establishment of a regional headquarters in the UAE. What strategic objectives does this expansion serve, and how does it align with your long-term growth vision?
The establishment of our regional headquarters in the UAE is
a strategic step that reflects ATERMES’ commitment to deepening its presence in the Middle East and North Africa. This expansion aims to bring us closer to our key partners and clients, enabling faster decision-making and localised support. The MEA region holds tremendous potential in defence and security innovation, and having a physical presence here enhances our ability to respond to regional needs with tailored
solutions. Long-term, this move supports our vision of becoming a leading provider of cutting-edge surveillance and security solutions globally while fostering stronger collaborations with regional governments and private sector stakeholders.
Innovation is at the core of ATERMES’ offerings. Could you elaborate on some of the latest advancements in your
surveillance and security solutions and how they differentiate the company in an increasingly competitive market?
Innovation drives everything we do at ATERMES. Our flagship product, SURICATE, is a prime example—it’s a multispectral smart surveillance system with embedded AI and edge computing capabilities, offering superior object detection, classification, and adaptability in real-time. What truly differentiates SURICATE is its “operator inside” concept, where AI is continuously trained to adapt to specific environments, unlike off-the-shelf AI systems used by competitors. Additionally, our A-TOM 550 laser bird deterrence system, used in both civilian and military airports, showcases our focus on versatile, dual-use solutions that meet stringent aviation standards. These advancements highlight our commitment to delivering smart, reliable, and future-proof technologies in a crowded market.
The defence and security landscape in the Middle East and North Africa is constantly evolving. What key trends do you foresee shaping the industry in the coming years, and how is ATERMES positioned to address these developments?
The MENA region is seeing a growing demand for integrated, intelligent surveillance systems capable of addressing both traditional and emerging threats. Key trends include the integration of AI in border security, the adoption of multispectral sensors for complex environments, and a shift towards dual-use technologies that cater to both civil and military needs. ATERMES is wellpositioned to lead these changes with products like SURICATE, which offers AI-driven adaptability, and our focus on scalable solutions that can be customised for different operational needs. We also foresee increasing emphasis on drone detection and counter-
UAV technologies, areas where ATERMES is actively expanding its capabilities.
Artificial Intelligence is playing an increasingly vital role in modern surveillance and security solutions. How is ATERMES integrating AI into its technologies, and what impact do you foresee this having on operational efficiency and threat detection? AI is at the heart of our surveillance strategy. In SURICATE, for instance, AI isn’t just an add-on— it’s an embedded core component that enhances detection, classification, and analysis directly on the edge. This reduces latency, minimises reliance on central servers, and enables real-time responses. Our AI models can be continuously trained by users to adapt to specific environments and threats, improving accuracy over time. This not only boosts operational efficiency but also empowers operators to focus on decision-making rather than manual monitoring. The result is a more proactive, intelligent
approach to threat detection and management.
What are some of the primary obstacles ATERMES anticipates in the MENA region, and how do you plan to navigate them to drive sustainable growth?
Navigating the MENA market presents challenges such as varying regulatory frameworks, geopolitical complexities, and the need for highly localised solutions. One major challenge is ensuring compliance with diverse national security standards while maintaining the integrity of our core technologies. Our strategy involves building strong partnerships with local integrators and government stakeholders, like our collaborations in Iraq and Qatar, to ensure our solutions align with specific country requirements. Furthermore, we emphasise knowledge transfer and local training, ensuring long-term sustainability and self-sufficiency for our clients.
Given the diverse security needs across the Middle Eastern and North African markets, how does ATERMES plan to localise its solutions and business strategies to meet the region’s specific requirements effectively? Localisation is fundamental to ATERMES’ growth strategy in MENA. We recognise that each country has unique security challenges, whether it’s border surveillance, airport protection, or critical infrastructure defence. To address this, we work closely with local partners and integrators who bring invaluable insight into regional dynamics. Our solutions, like SURICATE, are designed for modular integration, allowing customisation based on specific operational needs. Additionally, by establishing our regional HQ in the UAE, we can offer faster, more responsive support, ensuring our strategies align with evolving local demands.
THE MSP BLUEPRINT FOR SUCCESS
Ziad Nasr, General Manager, Acronis Middle East discusses how automation, best practices, and personalised service are transforming the MSP landscape in the region
For Managed Service Providers (MSPs), the Middle East market has come of age. Growth in recent years has been healthy, and analysts are bullish about medium-term prospects. Revenue currently sits above US$7.1 billion and is growing annually at 8.7 per cent. One of the great market success stories is found in the United Arab Emirates (UAE) — revenue of US$1.7 billion, growing at 12.8 per cent. Along with South Africa, the UAE also leads the wider Middle East and Africa (MEA) region, where the estimated per-unit (calculated in seats or devices) MSP revenue is now US$67, up from US$60 in 2024.
As MSP revenue shifts more to managed services (the average provider business now derives 78 per cent of its revenue from managed services), it is prudent to reassess business strategy and the allocation of resources, particularly talent. Research has shown that the optimal number of fully managed and supported units (seats or endpoints) per technician is 350. Beyond that, quality of service starts to decline as overworked people experience burnout and teams fall prey to resignations. Something must change if the industry is to efficiently absorb the growth in demand for managed services.
The golden ratio
For the modern MSP, financial stability and operational efficiency go hand in hand. As tools get more advanced, so too does efficiency. This is good news for smaller MSPs for whom these tools are now within reach. Success is more attainable than ever — provided best practices remain the guiding principle of service delivery. All the advanced tools in the world will not compensate for poor strategy. For example, MSPs would be wise to implement the 40-20-40 rule of financial stability that calls for the allocation of 40 per cent of revenue to overheads and internal technology, 20 per cent to external technology, and 40 per cent to services gross margin.
Augmenting human abilities with automation
Today’s MSP has a significantly deeper toolbox to draw upon than it had just five years ago. Automation makes standardisation easier. In theory, a
DNA, reducing the cost of onboarding new clients. But automation also helps the provider business revisit the gold-standard technician-toendpoint ratio. Remember that 350 fully managed endpoints per technician is the optimum. Setting aside possible variations due to complexity of services and the precise features of the technology stack, minimising this ratio will dictate whether MSPs can maintain high levels of service quality while managing costs and scaling operations.
Enhancing competitiveness
The implementation of best practices like the 40-20-40 rule and the optimisation of the technicianto endpoint ratio allows MSPs to build a solid foundation of efficiency that can absorb more clients without costs spiraling out of control”
With automation, however, MSPs have new options for optimising the technician-to-endpoint ratio. By removing time-laden tasks from the hands of human operatives, service providers can ensure their people are less pressured. Under these relatively relaxed conditions, it becomes realistic to encourage staff to spend quality time with clients on more complex issues. Out of this attentiveness grows a higher level of personalisation — something appreciated by B2B customers as much as it is by consumers. AI can help further by feeding human employees with up-to-date, contextual information about the client in front of them. Individualisation of service then leads to a host of upselling and crossselling opportunities.
boom times by allowing the MSP to differentiate itself from its competitors.
For example, the MSP could offer entry-level deals for smaller businesses who seek only the most basic IT support, while offering premium packages with add-on services like cybersecurity and cloud management to clients with larger operations. Along the way, in the course of conducting personalised conversations powered by AI, the MSP can find new upselling opportunities when their clients have need of higher service levels.
Continuous improvement and innovation
Having created a service environment with optimal satisfaction metrics, the advanced MSP can embark on another journey — one of incremental improvement and innovation. It is on this journey that the provider business ensures its longevity. Client feedback is central to the continual redefinition of benchmarks, and ongoing investment programmes will lay the groundwork for innovation. As changes are implemented, the MSP will use its deep knowledge of its clients’ personal circumstances. It will contact them with good news about enhancements to their current service packages and opportunities for upgrades that come with tangible benefits.
routine task should be performed immaculately every time by a human professional. But even the best-rested humans fall short of such perfection. As guarantors of accuracy, MSPs should therefore prioritise automation. It is a timesaver, a resource-saver, and a quality-enhancer. And it can ensure these benefits are delivered consistently. Automation takes care of the fundamentals and creates a foundation of reliability on which the MSP can build its stable of offerings. A knock-on effect is that this introduces scalability into the MSP’s
With the introduction of automation, the MSP reduces costs, increases accuracy, improves the client experience, and thereby strengthens its relationship with all its customers. Not content with the minimisation of downtime and maximisation of productivity brought about by automation, the modern MSP can look to broaden its client base by implementing tiered service packages and flexible pricing models. By leveraging its new individualisation capabilities, the MSP can work with each new and existing client to find the service level and price point that suits them best. This is of particular value when markets become more volatile but also works in
When evolving the business, mistakes are minimised by continuous feedback that allows timely correction. The implementation of best practices like the 40-20-40 rule and the optimisation of the technician-toendpoint ratio allows MSPs to build a solid foundation of efficiency that can absorb more clients without costs spiraling out of control. Implementing tiered service packages shows the provider’s clients that it understands their unique needs — that it is more than a service vendor; it is a business partner. By focusing on these things, the managed service provider guarantees both its operational efficiency and its financial stability.
Ziad Nasr, Acronis Middle East
MIDDLE EAST AND AFRICA’S LARGEST CYBERSECURITY EVENT
AI PLAYGROUND: POWERING NEXTGEN INTELLIGENCE
Raghu Chakravarthi, EVP of Engineering, Core42, highlights how the AI Playground is simplifying AI adoption across the UAE and MENA, driving enterprise transformation with sovereign cloud infrastructure and Qualcommpowered AI capabilities
What motivated Core42 to launch the AI Playground, and how does it align with your broader strategy in AI infrastructure and sovereign cloud solutions?
Core42 launched the AI Playground to eliminate the complexity of managing AI infrastructure while making highperformance AI tools readily accessible to developers and AI engineers. By integrating Qualcomm’s Cloud AI accelerators and the AI Inference Suite, the platform aligns with our broader strategy at Core42, leveraging our expertise in sovereign cloud and AI infrastructure to provide secure, scalable, and cost-effective solutions that empower innovation across industries.
How do you see the AI Playground accelerating AI adoption in the UAE and the wider MENA region?
The AI Playground accelerates AI adoption in the UAE by offering an accessible, streamlined environment for AI development. It leverages Qualcomm’s Cloud AI accelerators and AI Inference Suite, delivering ready-touse AI applications, standardised APIs, and pre-built generative AI tools. This
free-to-access platform eliminates significant infrastructure hurdles, enabling developers to rapidly experiment, build, and deploy AI solutions on both cloud and edge devices. Consequently, industries can embrace AI more swiftly and efficiently, fostering rapid progress, decreasing time-to-market and driving digital transformation throughout the region.
With AI evolving rapidly, what role do you see Core42 playing in shaping AI infrastructure for enterprises in the next 3–5 years? As AI technology evolves, Core42 is committed to staying at the forefront of AI infrastructure development. Over the next three to five years, we see ourselves as strategic enablers of enterprise digital transformation, continuously evolving our platform to incorporate the latest advancements. Our goal is to deliver resilient, scalable, and secure solutions that empower organisations to innovate quickly and confidently. We plan to expand our sovereign cloud capabilities and partner with leading technology providers to ensure our customers are always one step ahead in the AI landscape.
What competitive advantage does the Qualcomm AI Inference Suite bring to this platform, and how does it enhance AI performance and scalability?
The integration of the Qualcomm AI Inference Suite gives our platform a significant competitive edge. It offers a comprehensive set of enterprisegrade AI tools that accelerate inference across diverse use cases, ranging from chat applications and reasoning agents to code and image generation, as well as enterprise RAG applications. Overall, it provides a seamless integration, including Bring Your Own Model (BYOM). This cost-effective solution supports both Kubernetes and bare-metal container deployments, ensuring seamless integration with popular generative AI models, including free access to open-source options like Llama-3.3 70B and JAIS30B.
Can you share specific enterprise use cases where AI Playground is expected to drive significant impact, particularly in regulated industries like healthcare and finance?
Absolutely. In the healthcare sector, the AI Playground can develop patient care by enabling advanced diagnostic imaging, predictive analytics, and personalised treatment planning – all within a secure, compliant framework that protects sensitive data. For the finance industry, the platform offers powerful tools for fraud detection, risk management, and customer personalisation, driving efficiencies while ensuring regulatory compliance. Beyond these, other sectors such as manufacturing and logistics can also leverage the platform for predictive maintenance and operational
optimisation, proving the versatility and impact of our solution across regulated and highly sensitive industries
How does Core42 plan to evolve AI Playground in the coming months—are there new features, partnerships, or expansion plans on the horizon?
Core42’s strategic partnership with Qualcomm has set a new benchmark in the AI landscape, marked by our earlier launch of Inference-as-a-Service (IaaS) powered by Qualcomm AI Inference Accelerators. The collaboration strengthened Core42’s AI capabilities, offering enterprises unprecedented efficiency and scalability through robust infrastructure and advanced AI solutions.
Building on this momentum, the launch of the AI Playground is a foundational step toward continuous innovation. As we move forward, we plan to broaden our suite of tools and integrations, enhance automation features, and forge additional strategic partnerships. Through these initiatives, Core42 remains dedicated to evolving the AI Playground, ensuring it consistently offers optimal performance, efficiency, and a forward-thinking approach to meet the dynamic needs of industries embracing AI.
POWERING THE FUTURE OF NETWORKING
Fayez Eweidat, Senior Director Sales at Juniper Networks, and Fadi Matta, Vice President Saudi Arabia at Mindware, discuss how their collaboration is bringing AI-native networking and secure, next-generation connectivity to enterprises in the Kingdom
As the Middle East rapidly embraces digital transformation, the need for intelligent, AI-driven networking solutions has never been greater. Organisations are looking for ways to enhance connectivity, automate network management, and bolster security to meet the demands of an increasingly cloud-first world. To navigate this landscape, Juniper Networks offers AI-Native Networking Platforms that optimise performance and drive operational efficiency. However, achieving widespread adoption in a diverse and dynamic region requires strong channel partnerships that bring these innovations to enterprises on the ground. Through its strategic partnership with Mindware – regional value-added distributor, Juniper effectively brings its advanced solutions to enterprises eager to upgrade their networks and accelerate their digital transformation.
A strategic partnership for AInative networking Juniper Networks’ AI-Native Networking Platform leverages the power of artificial intelligence to deliver automation, self-healing capabilities, and advanced security— helping enterprises optimise their network performance with greater efficiency. However, successful deployment often relies on strong local partnerships that bridge the gap between cutting-edge technology and real-world business needs.
“The collaboration between Juniper and Mindware significantly enhances our visibility in the Middle East. Mindware successfully showcases our AI-Native Networking Platform solutions in a way that is tailored to the region’s demands,” said Fayez Eweidat, Senior Director Sales, Juniper Networks. “By leveraging Mindware’s extensive network of prospective customers, we extend our reach effectively, positioning our advanced cloud-ready networking solutions closer to regional enterprises and institutions.”
Mindware’s robust market presence ensures that Juniper’s innovative networking solutions reach the right customers, from government entities
to large enterprises, addressing their critical infrastructure needs. The distributor’s deep local expertise provides businesses with access to cutting-edge technologies and skilled implementation services, ensuring that AI-driven networking becomes a reality for organisations in the region.
In a bid to strengthen its channel ecosystem, Juniper Networks recently updated its Juniper Partner Advantage (JPA) Program for 2025, introducing new incentives and learning programs designed to enhance partner capabilities. One of the key components of this update is a focus on accelerating AIOps (Artificial Intelligence for IT Operations) adoption, a critical element for organisations looking to streamline network management and improve operational efficiency.
“The 2025 update to the JPA Program focuses on key enhancements for our Middle East partners, particularly in training, rewards, and AI-driven networking,” explained Eweidat. “We’ve introduced a Champion Curriculum that elevates the technical and sales expertise of our partners, and a restructured rewards and rebates system that incentivises successful AIOps deployments.”
Strong channel partnerships and value-added distributors (VADs) like Mindware play a crucial role in bridging the gap between innovative networking solutions and real-world business adoption. As enterprises seek to modernise their IT infrastructure, these partnerships ensure that advanced technologies are not only accessible but also effectively implemented to drive digital transformation.
Mindware’s expertise extends beyond distribution; the company has built a strong foundation in AI, cloud computing, and enterprise networking, reinforcing its position as a key enabler of digital transformation in the Middle East. As the region embraces AI-driven solutions, Mindware has been actively working to upskill IT professionals and ensure organisations have access to cutting-edge technologies.
Fadi Matta, Vice President Saudi Arabia, Mindware, said, “Our goal is to set new standards in AI-powered networking, positioning Mindware as
the partner of choice for businesses looking to achieve their digital transformation goals.”
One of Mindware’s major initiatives is the Mindware Training Academy, which equips partners with the necessary knowledge to leverage AI and automation in networking. In addition, the company has launched a dedicated AI and Cloud Business Unit and an Innovation Lab to explore emerging technologies and provide hands-on experience for IT professionals.
“We are proactive in creating separate business units, such as our AI and Cloud Business Unit, to tackle specific technologies that require different skill sets and approaches,” added Matta. “This allows us to stay ahead of the curve and provide cutting-edge solutions to our partners and clients.”
Saudi Arabia: A thriving market for AI-powered networks
Saudi Arabia is one of the most dynamic technology markets in the world, driven by Vision 2030 and the government’s commitment to advancing digital infrastructure. As AI, 5G, and IoT adoption accelerate across industries, the need for robust, scalable, and secure networking solutions is greater than ever.
“In 2025, the Middle East’s digital landscape will be dominated by AI-native network management, the widespread adoption of 5G technologies, and the demand for highly secure and automated
connectivity,” explained Eweidat. “At Juniper, we are strategically advancing our product and service portfolio to meet customer demand in the region, ensuring they are equipped with nextgeneration network solutions.”
With Saudi Arabia investing heavily in smart cities, data centres, and cloudfirst initiatives, Juniper and Mindware’s partnership is poised to play a key role in the Kingdom’s digital transformation. From AI-powered campus networking to cloud-based SD-WAN solutions, the combined expertise of Juniper and Mindware is empowering businesses to innovate while ensuring a seamless and secure digital experience.
The road ahead
As enterprises across the Middle East gear up for a more AI-driven and automated future, the collaboration between Juniper Networks and Mindware is paving the way for businesses to harness the full potential of intelligent networking.
By focusing on partner enablement, regional expertise, and AI-driven innovation, Juniper and Mindware are not just providing cutting-edge solutions—they are shaping the future of networking in the Middle East.
As the region continues its rapid digital transformation, this strategic partnership will remain a key enabler of progress, helping organisations navigate the complexities of modern IT infrastructure with confidence and agility.
Fadi Matta, Mindware
Fayez Eweidat, Juniper Network
A DAY IN THE LIFE OF SAKKEER HUSSAIN
Mornings start early with a focus on well-being. Exercise gets me moving, so I head to the gym for an hour. A healthy breakfast and a quick scan of emails and industry news help me gear up for the day.
The most productive hours of my day start now. This is when I tackle strategic planning, sales performance reviews, and partner alignments. Meetings with key stakeholders— whether internal teams, distributors, or vendors—are scheduled here to keep things moving.
Afternoons are all about business development and marketing. I analyse market trends, refine channel strategies, and collaborate with the marketing team. Client meetings and brainstorming sessions fill up most of this time.
6:00 AM 9:00 AM 2:00 PM 9:00 PM 8:00 AM 12:00 NOON 5:30 PM
Late evenings often extend into Suhoor meetups, where conversations continue, and partnerships are reinforced. While the days are packed, Ramadan brings a special rhythm—one that blends faith, business, and deep connections, making it a truly fulfilling time.
I’m reviewing priorities, checking urgent emails, and prepping for meetings. If needed, I touch base with my team to align on key tasks before diving into execution mode.
Lunchtime is more than just a meal— it’s an opportunity for networking. Whether it’s a quick catch-up with colleagues or a lunch meeting with a partner, it’s a great way to strengthen relationships while discussing ongoing projects.
Being the holy month of Ramadan, as the sun sets, the focus shifts to Iftar gatherings. Ramadan is not just about fasting but also about strengthening relationships, and Iftar events provide the perfect setting to connect with partners, customers, and industry peers. These gatherings are valuable moments to discuss collaborations in a more relaxed and meaningful environment.
What’s the most rewarding part of your day?
Seeing strategies materialise into business growth and witnessing the impact of our efforts on the channel ecosystem.
Any unique daily habits or rituals you swear by?
A structured start to the day with exercise and mindfulness keeps me focused and energised.
Best career advice you’ve received?
“Success is not just about achieving goals; it’s about building relationships and creating impact.”
Sakkeer Hussain, Director – Sales & Marketing, D-Link Middle East
Under the High Patronage of His Majesty King Mohammed VI
Defining Africa’s Future with AI Impact
45,000 ATTENDEES
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Apple debuts iPhone 16e
Apple announced the iPhone 16e, a new addition to the iPhone 16 lineup that offers powerful capabilities at a more affordable price. iPhone 16e delivers fast, smooth performance and breakthrough battery life thanks to the industry-leading efficiency of the A18 chip and the new Apple C1, the first cellular modem designed by Apple. iPhone 16e is also built for Apple Intelligence, the intuitive personal intelligence system that delivers helpful and relevant intelligence while taking an extraordinary step forward for privacy in AI. The 48MP Fusion camera takes gorgeous photos and videos, and with an integrated 2x Telephoto, it is like having two cameras in one, so users can zoom in with optical quality. When outside of cellular and Wi-Fi coverage, Apple’s groundbreaking satellite features — including Emergency SOS, Roadside Assistance, Messages, and Find My via satellite — help iPhone 16e users stay connected and get assistance when it matters most.
iPhone 16e is available in two elegant matte finishes — black and white — with colorful cases available to accessorise.
“iPhone 16e packs in the features our users love about the iPhone 16 lineup, including breakthrough battery life, fast performance powered by the latest-generation A18 chip, an innovative 2-in-1 camera system, and Apple Intelligence,” said Kaiann Drance, Apple’s vice president of Worldwide iPhone Product Marketing. “We’re so excited for iPhone 16e to complete the lineup as a powerful, more affordable option to bring the iPhone experience to even more people.”
IFS APPOINTS HANNES
LIEBE AS PRESIDENT, APJMEA
IFS announces the appointment of Hannes Liebe as the new President of Asia Pacific, Japan, Middle East, and Africa (APJMEA). Hannes will be responsible for driving growth across the region, expanding IFS’s geographical footprint, and reinforcing strategic partnerships.
Hannes joined IFS in 2024 as Interim Managing Director for DACH and Chief Operating Officer in North and Central Europe. He brings a wealth of leadership and industry experience, having previously held senior roles at Finastra and SAP. In his new role, Hannes will lead the charge in accelerating IFS’s business expansion in the region, expanding IFS’s growth via direct and indirect channels.
APJMEA is an increasingly important region for IFS, being home to leading enterprises across IFS’s strategic industries. IFS’s leading offerings in Enterprise Asset Management, Field Services Management & Manufacturing Cloud ERP, combined with their leading Industrial AI capabilities, are expected to drive exponential growth over the next years. Hannes’s additional focus will therefore be leading IFS strategic investments in highpotential markets, including Kingdom of Saudi Arabia and Japan, and expanding IFS’s global network by attracting new partners.
Hannes takes over from Vincent Carvalho, who is moving to the role of President of Strategic GTM Initiatives in IFS’s Acquisitions Unit.
NIDAL ABU-SAADEH JOINS NTT DATA AS CTO FOR SAUDI ARABIA
NTT DATA announced the appointment of Nidal Abu-Saadeh as Chief Technology Officer (CTO) for the Kingdom of Saudi Arabia (KSA). Nidal’s appointment highlights NTT DATA’s commitment to strengthening its position as a top global systems integrator in the region.
Nidal will lead initiatives to leverage NTT DATA’s global expertise to develop innovative solution offerings and drive strategic partnerships. He will also support KSA Country General Manager in upskilling the local workforce, enhancing customer experiences, and accelerating business growth in alignment with Saudi Arabia’s national digital transformation agenda.
Nidal has over 25 years of experience in the IT and telecommunications industries, with a proven track record of technical leadership. Prior to joining NTT DATA, he served as Head of PreSales for various verticals at Solutions by STC, where he played a key role in enhancing system integration capabilities and leading engagements in mega transformational projects. Earlier in his career, he held various roles at Cisco, gaining extensive experience in the region.
Nidal holds a Bachelor of Science degree in Computer Engineering from King Fahad University of Petroleum and Minerals, Saudi Arabia. In his free time, he is an avid reader, passionate about travelling with his family, and committed to an active lifestyle through regular fitness pursuits.
Hannes Liebe, APJMEA
Nidal Abu-Saadeh, NTT DATA
GBM QATAR NAMES NEW GM
AVEVA ANNOUNCES ARTI GARG IN NEW CHIEF TECHNOLOGIST ROLE
Gulf Business Machines (GBM) announced the appointment of Raid Shahin as General Manager for GBM Qatar. This appointment reinforces GBM Qatar’s position as a premier technology integrator in the region, further advancing excellence in AI, digital transformation, cloud computing, and cybersecurity, all driven by a customer-centric approach.
With a focus on quality, innovation and fostering partnerships, Raid will drive technological advancements for the company, contributing to Qatar’s growth and aligning with global technology trends. He will also ensure GBM’s work in the country helps advance its digital transformation roadmap in line with the Digital Agenda 2030 and the Qatar National Vision 2030.
With over 30 years of experience as a technology leader, Raid Shahin has spearheaded digital transformation across various sectors in Qatar, contributing significantly to the country’s technological advancements.
Raid takes over this role from Soubhi Chebib, an industry veteran whose leadership was pivotal in advancing GBM’s initiatives in Qatar before his retirement. The internal appointment reflects GBM’s commitment to cultivating leadership excellence and leveraging internal talent to drive continued success for its customers and partners.
AVEVA has announced Arti Garg as its Chief Technologist as the company focuses on futurefacing technologies.
Arti will focus on defining and driving longterm and future-facing technologies and technology considerations for AVEVA and its industrial markets. In this role, she will be largely externally oriented and future-focused, looking specifically at new and emerging technologies and how they can be best applied within industrial manufacturing and critical infrastructure to meet AVEVA’s customers’ needs and ensure the company delivers on future business objectives. Arti’s remit will include a deep and thorough understanding of new and emerging technologies, including Generative AI, and methodologies for effective use and customer adoption.
Arti brings with her a wealth of experience and expertise, having led Technology Strategy & Evaluation for the Office of the CTO at Hewlett Packard Enterprise. Her distinguished career spans several data science leadership roles in both the computing and industrial sectors; along with significant experience in the U.S. government at the White House Budget Office and as a legislative adviser in the U.S. Congress. She holds a PhD in Physics from Harvard University and an MS in Aeronautical & Astronautical Engineering from Stanford University.
Raid Shahin, GBM Qatar
23 - 25 APRIL 2025 | MARINA BAY SANDS
WEDNESDAY - FRIDAY: 10AM - 5PM
MARKETING MINDS
Marketing leaders discuss how data-driven marketing and strategic collaboration empower channel partners in the competitive IT landscape. Get a closer look at their insights
Strategic marketing for lead generation and brand growth
Marketing teams can empower channel partners by providing tailored strategies, data-driven insights, and structured resources. Key initiatives include thought leadership campaigns, targeted digital marketing, and event-driven engagements. Continuous collaboration, agility, and shared objectives are essential to refining strategies, driving lead generation, boosting brand visibility, and ensuring long-term competitive success.
Harnessing data-driven marketing for smarter go-to-market strategies
Data-driven marketing is the foundation of a successful go-to-market strategy in IT, leveraging analytics, automation, and regional intelligence to refine messaging, personalise engagement, and boost conversions. By using predictive insights and optimising campaigns, businesses can drive lead generation, enhance brand positioning, and achieve sustained customer relationships and revenue growth.
Building credibility, connections, and growth
Brand visibility isn’t just about being seen—it’s about building lasting connections and credibility. By crafting compelling stories, leveraging digital channels, and delivering datadriven campaigns, marketing drives engagement, captures attention, and creates meaningful, sustained growth by generating leads.
From data to decisions
Data-driven marketing turns campaigns into meaningful customer journeys with real-time impact. Assumptions don’t drive success— insights do. By leveraging data, IT brands can make informed decisions, create personalised experiences, and shape go-to-market strategies that drive real value.
Kenneth D’Souza Marketing Manager, Spire Solutions
Chithrangi Chandran Marketing Executive, Omnix International
Empowering channel partners
Our marketing strategy is built on a two-pronged approach that focuses on collaboration, education, and strategic brandbuilding to create long-term value for our partners and the industry. Through training sessions, workshops, and thought leadership content, we empower partners and end-users to make informed decisions. We also align every marketing effort with a strategic communication framework that ensures our portfolio brands are part of the right conversations.
Harnessing data for a futureready go-to-market strategy
The right data allows marketing teams to anticipate future advancements, track emerging trends, and refine messaging for measurable impact. This kind of insight fuels a go-to-market (GTM) strategy that delivers results. Most importantly, data keeps us agile. The market isn’t static, so why should our strategy be? A successful GTM plan is not just about reacting to trends but staying ahead of them. It’s a cycle of continuous optimisation, realtime testing, and strategic pivots. In short: the right data doesn’t just inform a strategy it keeps it alive and future-ready.
Aligning Marketing Strategies with Channel Partners for Competitive Advantage
Highly competitive IT landscapes such as the United Arab Emirates (UAE) and, by extension, the Middle East demand that marketing teams must prioritise and, most importantly, align their strategies with channel partners’ current and emerging market needs. This is why it is crucial to empower partners with targeted marketing resources such as co-branded campaigns and tailored content to ensure partners effectively position solutions. In the UAE, for example, where digital adoption is accelerating, Shure is empowering its regional partners with localised strategies, leveraging data and tech-driven insights to refine messaging and outreach. Shure is also exploring collaboration across highimpact activations to ensure brand visibility through strategic event sponsorships and digital amplification.
Leveraging data-driven marketing for precision and impact
Data-driven marketing plays an important role because it enables precision targeting, which in turn optimises resource allocation for maximum return on investment. To be successful in the industry, marketing teams must have access to actionable data. This data not only gives marketing teams access to buyer behaviour and the ability to analyse regional trends but also enables them to leverage tech-driven insights so that they can craft compelling marketing campaigns. Shure employs data-driven methodologies to enhance visibility
Strengthening channel partnerships
Marketing teams can support channel partners by facilitating skill-up training and certifications to encourage high performance and providing tailored co-branded materials to boost lead generation. They can also support partners in organising joint customerfocused events, webinars, and digital campaigns to increase visibility and nurture leads while implementing account-based marketing (ABM) strategies that can help target highvalue accounts. Supporting the channel team in curating detailed case studies and testimonials can be a game changer as nothing speaks more to a potential customer than real-world use cases, building trust and credibility. Maintaining regular communication ensures alignment and strengthens partner relationships for mutual growth in the competitive IT landscape.
Leveraging data-driven insights for a high-impact go-to-market strategy
Data-driven marketing is crucial to devising a successful go-to-market strategy. Marketers can use these insights to target the right audience, curate messaging that resonates, and accordingly optimise their campaigns to uncover high-value leads and ultimately improve the conversion rate. This approach also helps identify market gaps, allowing for strategic shifts to attain a competitive advantage, smarter resource allocation, and informed decision-making while devising the GTM strategy for maximum impact and sustained growth.
Vidya Subramanian Senior Marketing Specialist, AmiViz
Maleeha Riaz Marketing Manager, NMK Electronics
Marwan Nasr Senior Marketing Manager, Shure MEA
