THE NEXT FRONTIER
HPE Aruba Networking’s Alain Carpentier and Jacob Chacko on shaping the future of secure, AI-powered networks
8 BLACKBERRY
16 D-LINK MEA
B.ONLINE
CISCO
OCS INFOTECH
SKYHIGH SECURITY
PALO ALTO NETWORKS
ELITSER TECHNOLOGIES
LEXAR
VECTRA AI
POWERING PROGRESS
We’re here once again for another exciting edition of GITEX GLOBAL, and it’s incredible to see just how much this event has become a powerhouse in the tech industry—both in the region and worldwide. What began 40 years ago as a local tech showcase has evolved into a global platform where innovation thrives, partnerships are built, and groundbreaking ideas take centre stage. GITEX GLOBAL has proven to be more than just an exhibition—it’s a launchpad for real business growth and technological progress.
Last year alone, the event generated an impressive $2 billion in economic output, reinforcing its role as a key driver of not just tech trends, but meaningful business opportunities that ripple across industries. It’s where big ideas turn into real-world solutions, setting the pace for what’s next.
This year, all eyes are on the “Future AI Economy,” the central theme that will shape many of the conversations and innovations across industries. The event will dive into how tech companies are not only leveraging artificial intelligence but are also defining what’s possible with it—from innovative applications to the challenges of responsible AI adoption.
In this edition of GITEX Insights, we feature some of the brightest minds in the regional tech space. These innovators share their bold visions for a future shaped by AI and constant technological advancement. Their thoughts inspire us all to think bigger and push the boundaries of what’s possible.
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DRIVING CYBER INNOVATION
Dina AlEssa, CEO, B.Online, highlights on the company’s SecOps focus, AI economy, and sustainable tech solutions
Strategic SecOps focus
Our key objectives for participating in GITEX GLOBAL 2024 are to introduce B.Online’s comprehensive SecOps services portfolio and highlight our latest product line designed to address the CAPEX challenges many organisations face. We aim to demonstrate how our innovative OPEX models enable businesses to adopt cutting-edge technologies and stay ahead of industry trends while ensuring
their data is securely monitored and protected in the ever-evolving cyber landscape. This aligns with our strategic vision for the coming year, as we focus on empowering organisations with flexible, scalable, and cost-effective security solutions that prioritise data integrity and compliance.
Innovative security solutions
We will be showcasing cuttingedge technologies, including
SASE (Secure Access Service Edge) and ZTNA (Zero Trust Network Access), with an XaaS (Anything as a Service) approach. We’re transforming SD-WAN into a fully managed service, alleviating operational burdens for organisations by offering it as a flexible, scalable solution. Additionally, our services are supported by a 24/7 SOC-asa-Service, providing complete resilience, protection, and real-time monitoring. This allows businesses to maintain robust cybersecurity without the need to invest heavily in building and operating their own Security Operations Centre. With B.Online’s SecOps Services, organisations can operate confidently, knowing their data and infrastructure are secure.
AI-driven cybersecurity
We are addressing the key trends and challenges in the tech industry, such as AI adoption, digital
transformation, and cybersecurity threats, by leveraging AI-driven technologies integrated into our partners’ solutions. Specifically, we utilise automation within platforms like FortiSOAR to enhance incident management and response. This allows us to detect, analyse, and respond to cyber threats in real-time, reducing the response time and minimising risk. By incorporating AI and automation into our SecOps services, we empower organisations to stay ahead of cybersecurity challenges while efficiently managing their digital transformation efforts without overextending internal resources.
Shaping AI economy
We are working towards shaping the future of the AI economy by incorporating AIdriven technologies across our cybersecurity and operational services. We leverage AI to automate processes such as threat detection, incident response, and security management, enabling organisations to operate more efficiently while reducing risks. By helping businesses adopt AI solutions seamlessly, we empower them to stay competitive and agile in an increasingly digital world. Our focus is on ensuring that companies can harness the benefits of AI to drive innovation and growth, while maintaining strong security and compliance as they navigate the evolving AI economy.
Sustainable tech solutions
We recognise the importance of sustainability and are committed to integrating eco-friendly practices into both our technology solutions and operations. We achieve this by promoting cloud-based and virtualised infrastructure that reduces the need for physical hardware, minimising energy consumption and carbon footprint. Additionally, our services, such as managed
security operations and remote monitoring, are designed to be resource-efficient, allowing organisations to optimise their IT operations without excessive energy use. By offering flexible, scalable solutions, we help businesses reduce waste, lower operational costs, and contribute to a more sustainable digital future while maintaining top-tier security and performance.
Emerging tech impact
We are committed to integrating eco-friendly practices into our
“With B.Online’s SecOps Services, organisations can operate confidently, knowing their data and infrastructure are secure”
technology solutions by leveraging machine learning and investing in data mining technologies. These advancements enable us to foresee market trends and demands, particularly in the context of digital transformation. By utilising machine learning algorithms, we can analyse vast amounts of data efficiently, leading to smarter decision-making and reduced resource consumption. Furthermore, we prioritise the security of this data through our robust services that protect against cyber threats, ensuring that our eco-friendly initiatives do not compromise data integrity. This combination of sustainable technology practices and secure data management positions us to drive meaningful change in the industry while supporting our clients in achieving their digital transformation goals responsibly.
Dina AlEssa, B.Online
SUSTAINABLE RESILIENCE
Jamal Al Nabulsi, Regional Sales Manager, BlackBerry, delves into AI-driven XDR services and secure communication tools to combat evolving cyber threats
Showcasing innovative solutions
Our primary focus at GITEX will be our Extended Detection and Response (XDR) solutions. As cyber threat groups become more organised and their attacks more sophisticated, security leaders face mounting challenges. Many businesses have invested in multiple cybersecurity tools that generate thousands of alerts, leaving in-house teams overwhelmed and struggling to keep up, especially amid a cyber skills shortage. This has led many to turn to our managed
XDR services. Our XDR offering leverages AI capabilities and a dedicated team of security experts to consolidate alerts, monitor threats, and respond effectively, utilising a user-based subscription model that our customers appreciate.
In the secure communication arena, we will showcase SecuSuite, our certified solution that enables secure communications on conventional mobile devices, protecting enterprises and national security. Trusted by organisations like the NATO Communications
and Information (NCI) Agency, SecuSuite ensures encrypted conversations for technology and cyber leaders, regardless of location.
Additionally, we will present our industry-leading Unified Endpoint Management solutions, which offer Mobile Device Management, Application Management, and Digital Rights Management, all secured with military-grade encryption, ensuring robust protection for corporate and personal devices in a BYOD environment.
“BlackBerry is proud to be carbon neutral, since 2021, across Scope 1, Scope 2, and material Scope 3 emissions”
Tackling industry challenges
Cybercriminals use AI to hide their payloads more effectively and to mimic authentic communications and traffic more closely in phishing attacks for example. Cybersecurity AI must be able to react to these threats to second guess the signs to continue providing protection.
Cylance AI set the standard as one of the first machine learning (ML) models for cybersecurity. Now in its seventh generation, Cylance AI has trained on billions of diverse threat data sets over several years of real-world operation. Tested across an array of cybersecurity applications, its performance has proven unparalleled effectiveness for identifying and preventing cyberattacks. This drive to enhance our solutions with AI continues today as evidenced by our continued investment in AI with 57 Machine Learning Family Patents registered since 2023, compared to 11 by the next provider.
Pioneering AI solutions
BlackBerry has and continues to make significant investments in AI as an enabler to protect, secure and enhance our customers’ experiences through our solutions. Because AI for cybersecurity improves as it learns, the more mature provisions will be better able to detect threats than newcomers.
Cylance AI is already in its seventh generation, giving it years of training across billions of diverse threat data sets. Our investment and commitment to AI is evident in the investments made into it with 57
Machine Learning Family Patents since 2023 as per the Cooperative Patent Classification, compared to 11 and 4 by the second and third providers.
Commitment to sustainability
The technology sector has a central role to play in responding to the climate crisis, as digital transformation has the potential to decouple economic growth from carbon emissions growth. BlackBerry is proud to be carbon neutral, since 2021, across Scope 1, Scope 2, and material Scope 3 emissions. We achieved this milestone by reducing direct and indirect GHG emissions across our operations by 88 per cent and investing in sustainability projects globally.
Deforestation is responsible for approximately 10 per cent of global GHG emissions. As part of our reforestation investments, we have partnered with the Restore the Earth Foundation in
the United States to help reforest the Mississippi River Basin, North America’s Amazon. Our investments in carbon removal have a net effect of BlackBerry removing carbon from the atmosphere.
Future technology trends
We foresee an increasing need for XRD solutions as customers continue to invest in multiple layers of security, thus more solutions, and more alerts causing alert fatigue. XRD solutions powered by AI will be key in ingesting all those alerts, correlating them, and proposing quick fixes and solutions on the fly thus keeping customers safe and ahead of the attacker. Unified End Point Management will also continue to be a growing segment as BYOD is becoming more mainstream and more industry and government regulations are being implemented to ensure that remote access to work resources is secure.
Jamal Al Nabulsi, BlackBerry
SHAPING THE FUTURE OF SECURE, SCALABLE CONNECTIVITY
Alain Carpentier, Senior Vice President for Worldwide Sales, and Jacob Chacko, Regional Director for the Middle East and Africa, HPE Aruba Networking, share insights into the company’s vision, approach to AI-powered networking, and relentless pursuit of innovation
With enterprises increasingly relying on cloud services, IoT devices, and remote workforces, the traditional approach to networking is no longer sufficient. The convergence of networking and security has become critical as the rise of hybrid work, smart devices, and cyber threats push enterprises to adopt more sophisticated and secure infrastructure.
According to recent data, the global network security market was valued at approximately $23.83
billion in 2023 and is expected to grow significantly, reaching up to $67.33 billion by 2032. Artificial intelligence (AI), in particular, is playing a pivotal role in this growth. With businesses facing tremendous levels of data traffic, AI is helping to automate network management, improve security, and deliver insights that were previously out of reach.
The shift towards hybrid work models, coupled with the increasing reliance on IoT devices and
“With AI continuing to disrupt industries and networks becoming more critical than ever, HPE Aruba Networking’s vision for the future is centered on innovation, security, and scalability”
Alain Carpentier
heightened cybersecurity threats, has necessitated a rethinking of network design and management.
“AI is a major revolution for the industry, especially in networking,” says Alain Carpentier, Senior VP for Sales Worldwide at HPE Aruba Networking.
He points out two key trends –network for AI and AI for network. ‘Network for AI’ is about building
the infrastructure that can support the heavy data demands of AI, ensuring speed, scalability, and reliability. On the flip side, ‘AI for Network’ leverages AI to enhance network operations, automating processes and predicting issues before they happen.
“With network for AI, we support AI clusters for enterprises, a focus that will expand following our
pending acquisition of Juniper Networks. Conversely, with AI for networking, we aim to make the network smarter and more efficient,” explains Carpentier.
He adds: “AI has rapidly evolved from a futuristic concept to an essential tool for managing today’s complex, large-scale networks, especially as companies in regions like Dubai and across the Middle East accelerate their digital transformation in the post-COVID era.”
Focusing on the region, Jacob Chacko, Regional Director for the Middle East & Africa, HPE Aruba Networking, highlights the regional impact of AI. “The Middle East and Africa are unique regions where we’ve witnessed a significant surge in AI adoption. Multiple industries are rapidly embracing these technologies, especially for managing IoT deployments,” he says.
AI – powering networks
As AI continues to reshape industries, the discussion naturally turned to its role in networking and how HPE Aruba leverages this technology to maintain its competitive edge. The integration of AI into networking solutions has not only enhanced performance but also made networks more intelligent and proactive.
Shedding light on AI’s transformative role in network management, Carpentier underscores how it has shifted from enhancing performance to driving intelligent automation.
“Firstly, AI automates network management, which can be overwhelming for human teams, especially in environments with numerous connected devices. AI ensures optimal security and performance without constant manual intervention, improving efficiency and minimising human error,” he says.
Chacko echoes this sentiment, stressing AI’s critical role in his region. “In the Middle East and Africa, the scale of IoT deployments is vast, spanning manufacturing plants to healthcare facilities. We need systems capable of real-
Alain Carpentier
“We’re seeing businesses in the Middle East really push the boundaries, and HPE Aruba’s AI-powered networking solutions are perfectly positioned to support their ambitions”
Jacob Chacko
time detection, management, and security of these networks, and AI is crucial in achieving this.”
A recent Microsoft Digital Defense Report revealed that over 120 countries have faced cyber-attacks, with these global threats becoming more sophisticated and widespread, it underscores the pressing need for advanced security strategies.
As cyber-attacks grow in complexity, traditional security models like zero trust and centralised firewalls remain crucial in bolstering defences by enforcing strict access controls and monitoring network traffic. However, relying solely on these methods may not suffice against the ever-evolving and persistent threats.
To address this, HPE’s AI-driven, security-first networks offer a robust solution. They integrate on-network traffic inspection without sacrificing performance, adaptive security protocols, and AI-powered visibility for enhanced protection, providing a more resilient defence than conventional security methods.
“Zero trust means not trusting any device or user until verified,” explains Carpentier. “With hybrid work models, securing office networks is no longer sufficient; it’s about ensuring remote employees have the same level of security and visibility as they would on-site.”
He adds: “This philosophy was put to the test during the
pandemic when enterprises had to rapidly scale remote working environments. COVID-19 was a litmus test for our solutions. Businesses needed to replicate the office experience for employees at home without compromising security. Our ZTNA solutions ensured that whether someone was working from home, a café, or a hotel, their experience was seamless and secure.”
HPE Aruba Networking has developed a platform called Aruba Central and expanded its capabilities through several strategic acquisitions, including SD-WAN and ZTNA solutions. These initiatives support a zero trust framework, offering comprehensive, AI-powered security solutions designed to meet the demands of modern networking. Customers across various industries are adopting these innovations, and the company believes this positions them ahead of their competitors.
Further illustrating the strategy’s impact in the region, Chacko says, “Consider a school with thousands of students and staff. If the network fails, it’s a catastrophe. In a traditional setup, troubleshooting would be like searching for a needle in a haystack—you’d have to manually hunt for the problem, whether it’s the network, an application, or DNS. However, with AI-powered solutions like Aruba Central, issues can be identified and resolved almost instantly, drastically improving efficiency and response times, which is a gamechanger for our organisations.”
Expanding regional and global impacts
One of the most significant developments on the horizon is HPE’s pending acquisition of Juniper Networks, a move that is expected to bolster its position in the networking space. While the deal is awaiting regulatory approval, Carpentier is optimistic
about what this acquisition means for the company.
“The acquisition of Juniper Networks is about scale and complementarity,” he says. “The main goal is to become a clear alternative in the market and transform HPE into a core networking company, not just focused on compute and storage, but also networking.”
This acquisition will bring together two companies with complementary strengths, expanding HPE’s offerings significantly. “Both companies are similar in size, and this deal could double our footprint. From a portfolio perspective, Juniper’s strength in high-end switches for data centres, telco, and cloud is complementary to our focus on wireless and mid-market commercial solutions. Together, we can offer end-to-end networking solutions powered by AI and enhanced by security.”
More importantly, the acquisition enhances HPE’s capabilities in AI and security. “Juniper’s solutions strengthen our capabilities, especially in areas like the SASE model. Once the deal is approved, the focus will be on execution. I don’t anticipate many challenges in integration, and this will open new doors for solutions, markets, and customers we haven’t approached before.”
Carpentier also points out that the acquisition will allow HPE Aruba to significantly expand its capabilities in areas like AI-driven network management and Zero Trust Network Access (ZTNA), providing a more robust suite of solutions to their global and regional customers.
“With AI continuing to disrupt industries and networks becoming more critical than ever, HPE Aruba Networking’s vision for the future is centered on innovation, security, and scalability,” he says. “AI isn’t just a feature—it’s foundational. Our goal is to create self-managing, self-healing networks that can preemptively resolve issues before users even notice them.”
Looking ahead, HPE Aruba Networking’s vision is clear: to lead the industry in AI-powered networking and secure solutions for enterprises of all sizes. Chacko emphasises that innovation is at the heart of this strategy. “We’re tripling the number of engineers working on these solutions because innovation is essential to achieving our goals. This will significantly boost our ability to accelerate innovation.”
In the context of AI, HPE Aruba Networking is not just thinking about AI-powered networking but networking for AI. “Many companies talk about using AI for networking, but HPE Aruba Networking is unique in that we’re focused on networking for AI. As HPE and Nvidia set up AI infrastructure, it’s essential that networking infrastructure aligns with it,” says Chacko.
The Middle East and Africa represent significant growth opportunities for HPE Aruba. Chacko highlights the region’s appetite for AI and networking technologies, particularly in countries like Saudi Arabia and the UAE. “AI is here to stay, and it’s disrupting industries in significant ways. We’re seeing businesses in the Middle East really push the boundaries, and HPE Aruba’s AI-powered networking solutions are perfectly positioned to support their ambitions.”
GITEX GLOBAL 2024: A showcase of innovation
As one of the most important technology events in the region, GITEX GLOBAL is always a highlight on HPE Aruba Networking’s calendar. Carpentier is particularly excited about this year’s event, where the company will showcase its latest innovations in AI-powered networking.
“We’ll showcase AI-powered networking solutions, as well as networking solutions built specifically for AI. We’ll also showcase our Wi-Fi 7 technology, discuss private 5G, and show how
we can help customers on their sustainability journeys,” he reveals. GITEX GLOBAL will also serve as a platform for HPE Aruba Networking to showcase its commitment to sustainability. Chacko adds: “Our access points can provide up to 80 percent energy savings, helping customers reduce their carbon footprints and save on operational costs, with many of them seeing a return on investment in just two years.”
With its security-first approach, strategic acquisitions like Juniper Networks, and a focus on innovation, HPE Aruba Networking is well-positioned to shape the future of networking. As AI continues to disrupt industries and transform how enterprises operate, HPE Aruba’s commitment to providing secure, scalable solutions, there’s no doubt that the company’s next chapter will be an exciting one.
Jacob Chacko
EMPOWERING THE FUTURE
Mohannad Abuissa, Director of Solutions Engineering, Cisco Middle East and Africa, highlights the company’s vision for an AI-driven, sustainable future
GITEX GLOBAL: A platform for innovation
At GITEX GLOBAL 2024, Cisco is focused on demonstrating our commitment to “Making AI Work for You.” Our primary objective is to empower organisations with the capabilities needed to navigate the evolving AI landscape effectively. By showcasing our strategic innovations, we aim to illustrate how businesses can move the needle further and faster. This initiative aligns with our strategic vision of enabling digital transformation and resilience, helping organisations maximise the value of AI and strengthen their competitive advantage in the market.
We will present a suite of cutting-edge AI-powered solutions designed to enhance operational efficiency
and digital security. Highlighting our robust infrastructure, we will showcase innovations in AI-driven networking, advanced cybersecurity tools, and actionable data insights that empower organisations to harness AI effectively. Our vision for GITEX GLOBAL is to demonstrate how Cisco helps organisations maximise AI’s value, powering and securing their digital landscape, ultimately contributing to meaningful and measurable improvements across various sectors, including healthcare, finance, and education.
Taking on the big challenges
For 40 years, we have been a leader and trusted partner in networking and network security, and today we are revolutionising how infrastructure and data connect and protect organisations in the AI era. Cisco is the only company to bring the power of the network together with industry-leading security, observability, and collaboration. Our strategy is focused on customers’ needs in the AI era: AI-ready data centres; future-proofed workplaces; and digital resilience. We do that with our AI-infused portfolio of networking, security, observability, and collaboration solutions. When all put together, they deliver critical outcomes for our customers in the AI era and support them in unlocking new business growth opportunities and efficiencies.
Shaping the ‘Future of AI Economy’
AI represents a never-before-seen opportunity for technology to benefit humankind in every way. We support this new evolution by firstly preparing the global workforce for the advancements of AI technology with Cisco Networking Academy –20.5 million students trained worldwide and counting. Also, with our leadership role in the AI-Enabled ICT Consortium, along with other key global leaders who came together and committed to train and upskill 95 million people over the next 10 years, ensuring everyone can
participate and thrive in the era of AI. Cisco also launched a $1 billion AI investment fund and has made over 20 acquisitions and investments in AI to bolster the startup ecosystem and expand the development of secure and reliable AI solutions.
The green drive
Cisco has been reporting on sustainability since 2005 and has set a goal to reach net-zero GHG emissions across our value chain (Scopes 1, 2, and 3) by 2040. We have also set a number of nearterm targets. For example, by 2025, we want to reach a 90 percent reduction in Scope 1 and 2 GHG emissions. By 2025, we are also targeting the incorporation of circular design principles into 100 percent of all Cisco products and
“AI represents a neverbefore-seen opportunity for technology to benefit humankind in every way”
packaging. We are also targeting a 30 percent reduction in Scope 3 emissions by 2030. We are also implementing many initiatives that will help get us to net zero. To name just a few: we are accelerating the use of renewable energy across our business, have embraced hybrid work, utilise low carbon shipping, and continue to improve the energy efficiency of our products and solutions.
Mohannad Abuissa, Cisco Middle East and Africa
TRANSFORMING CONNECTIVITY
Sakkeer Hussain, Director - Sales & Marketing, D-Link Middle East & Africa, discusses the future of networking with Wi-Fi 7
Embracing future trends
At D-Link, we’re actively navigating the evolving tech landscape. We’re investing heavily in AI research to develop innovative solutions, expanding our cloud offerings for greater flexibility, and forging strategic partnerships to broaden our reach. Additionally, we’re committed to empowering our partners and customers with the knowledge and skills they need to leverage our technology effectively. By addressing these key trends head-on, we’re positioning D-Link as a trusted leader in the industry, ready to meet the challenges and capitalise on the opportunities presented by AI adoption, digital transformation, and cybersecurity threats.
Driving AI innovation
We are actively developing AI-powered solutions and products, fostering strategic partnerships,
and educating the market on the transformative potential of AI. These concerted efforts position D-Link as a catalyst for AI adoption, driving innovation and creating new opportunities across industries.
GITEX GLOBAL: Driving innovation forward
While we do not have a physical booth at GITEX, our entire team will be on the ground networking and seeking out new opportunities. It’s the perfect chance to connect with existing partners and customers and explore potential collaborations.
During the week-long tech show, our conversations will revolve around our latest innovations in networking, security, and cloud technologies.
Our DXS-3410 series of switches offers SMBs a significant boost in network performance. With its multigigabit and SFP+/SFP28 options, businesses can enjoy faster data transfer speeds and enhanced scalability.
For those seeking cuttingedge connectivity, our G530 router leverages 5G technology. This delivers unparalleled speed and reliability, making it ideal for businesses and individuals demanding a high-performance internet experience.
These launches underscore D-Link’s commitment to providing innovative solutions that meet the evolving needs of the MEA market.
“The potential of Wi-Fi 7 is truly immense, and we’re excited about the opportunities it presents”
We’re excited to demonstrate how our technology can empower businesses to achieve their goals.
Sustainable technology commitment
D-Link is committed to environmental sustainability. We design energy-efficient products, use eco-friendly materials, and support green initiatives. Our energy-saving switches and ecofriendly packaging are examples of our efforts. We partner with customers and channel partners to promote energy conservation and have achieved certifications like Energy Star and RoHS compliance. We actively participate in regional
sustainability initiatives in the Middle East, collaborating with local organisations and governments to promote sustainable practices. Our goal is to inspire others to join us in making a difference for the planet.
Revolutionising connectivity
The potential of Wi-Fi 7 is truly immense, and we’re excited about the opportunities it presents. Wi-Fi 7 is set to offer unprecedented speed, ultra-low latency, and the ability to handle a significantly higher number of devices simultaneously. 6G is another promising technology that has the potential to revolutionise the way we connect to the internet.
Sakkeer Hussain, D-Link Middle East & Africa
INNOVATING FOR TOMORROW
Jignasu Rathod, CEO, Elitser Technologies, shares insights into the company’s strategic objectives and innovative technologies that will be showcased at GITEX GLOBAL 2024
GITEX GLOBAL 2024: Technologies and Innovations showcased
Our participation in GITEX GLOBAL 2024 is driven by several key objectives that are aligned with our strategic vision for the upcoming year. The primary goal is to showcase our latest innovations in the IT management and security domain, reinforcing our position as a leader in the industry. We are excited to showcase several cutting-edge technologies that underscore our leadership in IT management and security. These innovations include advancements in identity and access management, where we focus on managing and securing digital identities and privileged access to ensure organisational security. Our unified service management solutions will also be highlighted, offering businesses the ability to automate, deliver, and manage both IT and business services seamlessly.
We will also showcase our unified endpoint management and security solutions, which address the need for comprehensive protection of desktops, servers, laptops, mobile devices, and web browsers. In addition, we will present our IT operations management solutions that monitor and manage networks, servers, and applications, ensuring operational efficiency for enterprises. Our cybersecurity innovations are designed to protect against evolving threats, ensuring data integrity and compliance.
Moreover, we are introducing advanced IT analytics solutions that
provide organisations with the ability to visualise data and gain actionable insights into their operations. Our low-code app development platform will allow users to build custom applications rapidly, giving businesses the flexibility they need to stay agile in today’s market. Scalable cloud solutions will also be featured, offering cost-effective and flexible infrastructure to support digital transformation efforts. Lastly, our generative AI and automation solutions will demonstrate how businesses can enhance data
“We’re investing heavily in research and sourcing user-friendly AI solutions that enhance productivity and decision-making for our clients”
analysis, automate processes, and improve operational efficiency across various sectors.
Our participation at GITEX will increase our brand visibility and strengthen our presence in the region, positioning us as a prominent leader in IT management.
Addressing current trends and challenges in tech
As the tech industry rapidly evolves, we are addressing major trends and challenges such as AI adoption, digital transformation, and increasing cybersecurity threats. We have invested heavily in research and development to provide userfriendly AI solutions that enhance productivity and decision-making. Our offerings are continuously evolving to meet the growing market demand for AI-driven solutions, ensuring that we provide cuttingedge tools that help our clients remain competitive.
Our people are our greatest asset,
and we are committed to providing advanced AI training and resources to our employees. This empowers them to assist clients in effectively integrating AI into their operations. Furthermore, our consulting division offers comprehensive services to guide businesses through their digital transformation journeys, from implementing new technologies to optimising workflows for a seamless transition to digital-first operations.
Recognising the increasing threat landscape, we have strengthened our cybersecurity offerings to include advanced threat detection systems, regular security audits, and employee training programmes that promote best practices in data protection. We also actively collaborate with industry leaders and startups to ensure we stay ahead of technological advancements, enabling us to address emerging challenges and offer cutting-edge solutions to our clients.
Shaping the future of the AI economy
We strongly believe that AI is the future, and to remain a key player in the AI economy, we must act swiftly and decisively. Our role in forging the future of AI involves partnering with vendors who have developed advanced AI technologies that drive efficiency and create new opportunities across various industries. These solutions are designed to enhance productivity and facilitate data-driven decisionmaking, positioning us as a key contributor to the AI economy.
To support this vision, we are investing in upskilling our workforce through training programmes and workshops focused on AI. By ensuring that our team is well-versed in AI technologies, we can provide greater value to our clients and help them capitalise on the benefits of AI in their business operations. Through these initiatives, we are not only contributing to the growth of the AI economy but also ensuring that it evolves in a way that benefits society as a whole.
Jignasu Rathod, Elitser Technologies
SHAPING THE FUTURE
Anu Cherian Philip, General Manager, OCS Infotech, highlights the company’s strategic goals, innovations, and sustainability focus at GITEX GLOBAL
Strategic vision
At GITEX GLOBAL, our key objectives include expanding our footprint in the Middle East, highlighting our Managed Security Service Provider (MSSP) offerings, and showcasing our latest technological advancements. We aim to build strategic partnerships with local and international partners to enhance service delivery and market reach. Through discussions and panels, we seek insights into the latest IT trends and challenges, ensuring our solutions remain
innovative and relevant. Our participation aligns with our broader vision of becoming a global IT System Integrator, driving growth in new markets, and delivering cuttingedge security solutions to address today’s evolving cybersecurity threats.
Showcase at GITEX GLOBAL
We are thrilled to showcase our latest innovations across Cybersecurity, Fintech, and Cloud Services. In cybersecurity, we feature AI-driven, machine-
learning solutions for real-time threat detection, alongside managed security services that offer continuous monitoring, threat intelligence, and tailored incident response. In Fintech, our secure payment solutions ensure seamless digital transactions, complemented by regulatory tech solutions that simplify compliance with evolving regulations. For cloud services, we provide hybrid cloud solutions that integrate on-premises infrastructure with the cloud for enhanced flexibility and scalability. Our cloud
“We collaborate with leading AI providers to integrate advanced solutions into our offerings, ensuring we stay ahead of industry trends”
trends. Through partnerships with top technology companies, we provide comprehensive digital transformation services, including cloud migration and digital workplace tools. Additionally, we invest in upskilling our workforce to drive successful digital initiatives. By combining global collaborations
offerings are fortified against cyber threats, and we assist businesses with smooth and efficient cloud migrations.
Navigating tech challenges
Our organisation addresses key tech industry challenges like AI adoption, digital transformation, and cybersecurity by leveraging strategic partnerships and developing in-house capabilities. We collaborate with leading AI providers to integrate advanced solutions into our offerings, ensuring we stay ahead of industry
with internal expertise, we deliver innovative solutions that help clients navigate the evolving tech landscape and address their business needs.
Fostering AI growth
As a Technical Service Provider (TSP), our organisation is crucial in shaping the future of the AI economy. We empower businesses by offering essential technical support and expertise to harness AI’s potential. Our role includes facilitating AI integration and implementation, providing
customised AI solutions tailored to specific needs, and delivering ongoing technical support to ensure smooth operations. Additionally, we focus on training and development to equip teams with necessary skills. By serving as a trusted partner, we enable businesses to navigate the complexities of AI confidently, driving growth and transformation across various industries.
Integrating eco-conscious solutions
As sustainability becomes a critical global focus, our company is dedicated to integrating eco-friendly practices into our technology solutions and operations. We utilise energy-efficient technologies to reduce our carbon footprint and offer cloud solutions that minimise the need for physical infrastructure. Our suppliers are required to adhere to sustainable practices, while we promote eco-friendly habits among employees and provide training on sustainability. Additionally, we develop technology solutions that help our clients meet their own sustainability goals. By embracing these eco-friendly practices, we not only lessen our environmental impact but also empower our clients to achieve their sustainability objectives, reinforcing our mission to drive innovation and create a positive global impact.
Beyond AI
Beyond AI, several technologies are poised to significantly impact the regional landscape in the next couple of years such as Big Data and Analytics, Data Governance, Business Intelligence, Hybrid and Multi-Cloud Solutions, Edge Computing and Financial Services. These technologies, alongside AI, will play a pivotal role in shaping the regional landscape. By leveraging advancements in data management, cybersecurity, predictive analytics, cloud computing, and blockchain, businesses can drive innovation, enhance security, and achieve sustainable growth.
Anu Cherian Philip, OCS Infotech
LEADING THE CHARGE
Fissal Oubida, General Manager and Global Marketing Director – MEAI, Lexar, highlights the company’s innovations at GITEX GLOBAL 2024
Innovative storage solutions
At GITEX Global 2024, Lexar aims to showcase its cutting-edge memory and storage solutions, continuing its tradition of leveraging technology to meet the evolving needs of customers. Under the theme ‘WOW Lexar,’ Lexar will showcase a range of storage solutions at GITEX Global, focusing on memory cards, portable SSDs, and high-performance DRAM modules designed for creatives, tech enthusiasts, and professionals. Highlights include
the Lexar Professional Go Portable SSD with Hub, a revolutionary mobile SSD offering 1-2TB of storage, ideal for on-the-go 4K 60fps ProRes video shooting. With speeds of 1050MB/s read and 1000MB/s write, it provides seamless connectivity with iPhone 15 Pro/Max and beyond. Lexar is also debuting its new generation of CFexpress 4.0 memory cards, including the award-winning DIAMOND Type B card with speeds up to 3700MB/s read and 3400MB/s write, alongside GOLD,
SILVER, and TYPE-A cards that support 8K RAW video shooting with up to 4TB of storage. The new Lexar ARMOR series, made from 316 stainless steel, offers IP68 waterproofing, dustproofing, and bend-resistance, making it perfect for outdoor filming. Lexar is also introducing its SD8.0 card, which boasts speeds up to 1700MB/s, over five times faster than previous models. Additionally, Lexar is highlighting its next-gen ARES RGB 2nd Gen DDR5 desktop memory, featuring SK hynix DRAM chips with
speeds up to 8000MT/s. Finally, Lexar is debuting the new Pexar brand, which offers a 2K digital photo frame ideal for family albums.
Navigating tech challenges
Lexar is geared towards providing the best innovative technologies and solutions to help our consumers across markets access, protect, and store their most valuable digital data.
Digitisation of information across spheres, along with surging usage of mobile computing devices such as laptops, smartphones and tablets are significantly contributing to the rising demand for nextgeneration memory solutions that can securely store huge amounts of data, and load, reload and identify relevant data in real-time.
Similarly, Artificial Intelligence is fast transforming the way we live and work. From smart homes to autonomous vehicles, AI applications are everywhere. But as AI becomes more sophisticated and data-intensive, traditional hard drives are struggling to keep up as they can’t handle the large amounts of data that AI applications generate and can’t provide the fast access times that AI algorithms require. That is where Solid State Drives (SSD) come in. They offer several advantages that make them a critical component of the AI revolution. Lexar is well-positioned to embrace the AI innovation wave with our range of SSD storage solutions that are ideal for AIpowered applications, where speed and reliability are critical.
“There’s a growing demand for green semiconductors—chips that are energy-efficient and produced using sustainable methods”
Green technology integration
Sustainable development is a crucial consideration for Lexar, encompassing the continuous iteration of our product technology using the most advanced processes, such as lower nanometer IC chips and higherstacked flash wafers. This means that Lexar’s products offer high performance while consuming less power.
Moreover, our production and manufacturing integration also utilises the most advanced methods globally to ensure that products are environmentally friendly and energy-efficient, taking into account sustainable development dimensions.
We believe that as our world becomes increasingly interconnected, so does our awareness of the environmental impact of technology. The semiconductor industry is no exception. There’s a growing demand for green semiconductors—chips that are energy-efficient and produced using sustainable methods.
The quest for eco-friendly semiconductors involves minimising energy consumption during manufacturing, recycling electronic waste, and exploring innovative materials that combine efficiency with environmental sustainability. It’s a trend driven not only by consumer demand but also by a collective responsibility to protect our planet.
Fissal Oubida, Lexar
AI-POWERED VISION
Ercan Aydin, Vice President, Middle East & North Africa, Palo Alto Networks, shares insights on the company’s focus and innovations at GITEX GLOBAL 2024
Strategy and focus
GITEX GLOBAL is a major technology event taking place at a critical time for the industry. We anticipate that GITEX will act as a platform for new business opportunities and provide opportunities to learn about new innovations and best practices, as it does every year.
In 2024, organisations with operational technology (OT) are beginning to embrace artificial intelligence (AI), and so security is becoming a key strategic issue, and we think conversations at GITEX will reflect that.
Palo Alto Networks has a bigger presence at GITEX GLOBAL this year to showcase our leading cybersecurity technology. We will have two stands - in Hall 7, stand B40 and Hall 25, stand D30 - for increased visibility, and to showcase our wide range of solutions to visitors, reflecting our ongoing growth in this market.
Innovating cybersecurity at GITEX
We will have live demos of Palo Alto Networks’ best-inclass cybersecurity platforms representing three main security pillars plus services: Strata (network security
with next-generation firewalls and secure access service edge; Cortex (AI-based security operations), and Prisma Cloud (cloud security).
AI has been transforming enterprises for over a decade and has been hyper-accelerated recently with broad adoptions of generative AI (GenAI). Earlier in 2024, Palo Alto Networks announced a new set of AIpowered capabilities, Precision AITM, across its cybersecurity product portfolio – which helps its customers to secure new AI tools as well as combat new threats, while also leveraging the promise of efficient security.
AI-driven cybersecurity innovation
Earlier this year, Palo Alto Networks launched a new range of AI-powered solutions using technologies such as GenAI and Machine Learning – enabling partners and customers to start better predicting how attacks are going to evolve in the future.
The introduction of AI significantly widens the attack surface, which has already been expanded by the convergence of IT and OT. AI adds a new layer of complexity to an already challenging environment, and navigating these challenges –and delivering a strategy that safeguards key assets without compromising performance – will be a key part of our focus.
Sustainability commitment
We have committed to several initiatives such as setting 100 per cent renewable energy across all major sites and regions by end of fiscal year 2030. In addition, we have set two Net Zero goals – reducing and mitigating emissions through carbon removal investments by 2040 – and three Science-Based Targets (SBTs) aligning with the Paris Agreement’s goal to limit global warming to 1.5 degree celsius above preindustrial
levels. We were also named to CDP’s A-List and the U.S. EPA’s Green Power Partnership.
Quantum readiness impact
Organisations are beginning to assess their infrastructure for quantum readiness, especially across critical infrastructures, such as financial services or national security, launching projects to assess the impact of emerging quantum computing on their cybersecurity posture.
It is important for businesses to assess the risk of threat actors who can eavesdrop, capture encrypted communication and store it away to decrypt later when
“Earlier in 2024, Palo Alto Networks announced a new set of AI-powered capabilities, Precision AITM, across its cybersecurity product portfolio”
quantum computers become widely available. We need to map selfdeveloped applications and vendor technologies where Post Quantum Cryptography (PQC) will become necessary immediately, or in 2025.
Ercan Aydin, Palo Alto Networks
CHANNEL-FIRST SECURITY
Vijay Babber, Channel Sales Leader, Skyhigh Security, discusses the company’s participation in GITEX 2024, the future of AI applications, and its channel strategy for the Middle East region
Strategic vision at GITEX
At GITEX, our key objectives are threefold: to showcase our latest innovations in Secure Service Edge, to strengthen partnerships, and to expand our reach within the Middle East. As a leader in data protection, Skyhigh Security remains committed to enabling enterprises to safeguard their data wherever it resides—on-premise, in the cloud, or across hybrid environments.
Our participation at GITEX aligns with our strategic vision of driving secure digital transformation. We aim to demonstrate how our
solutions, particularly in the areas of Secure Web Gateway and Remote Browser Isolation, can address the evolving cybersecurity challenges faced by organisations. This event is pivotal for us to engage with key stakeholders, from decisionmakers to technical experts, enabling us to shape their future of secure, seamless access to data and applications.
Innovations in data protection
At GITEX, Skyhigh Security is excited to showcase a range of cuttingedge technologies and innovations
that are redefining the future of data protection. Our key focus this year is on solutions that enhance secure access and protect data across increasingly complex hybrid and multi-cloud environments.
One of our latest flagship innovations we will be showcasing is Skyhigh AI, designed to help organisations protect their data, infrastructure, and applications from the risks associated with AI app usage while ensuring productivity through increasing visibility, improving protection, and ensuring compliance.
Alongside this will be our enhanced Secure Web Gateway (SWG), designed to provide comprehensive threat protection and data security for web and cloud traffic, and Remote Browser Isolation (RBI), offering organisations the ability to shield their users from web-based threats by isolating browsing activities, reducing the risk of malicious content reaching endpoints.
Addressing AI and cybersecurity trends
As a leader in Secure Service Edge and data protection, our approach is focused on delivering innovative, adaptive security solutions that meet the demands of today’s rapidly changing environment. When it comes to AI adoption, we’re integrating AI-driven analytics and automation into our security offerings. Skyhigh AI enables organisations to protect their data, infrastructure, and applications
from the risks associated with AI app usage by increasing visibility, improving protection, and ensuring compliance. Skyhigh AI also enables the safe use of AI applications by giving organisations increased visibility, enhanced protection and preventing noncompliance with regulatory requirements. With access to the Skyhigh Cloud Registry, organisations gain instant visibility into over 1,200 AI applications, including shadow, private, and sanctioned AI apps. Not only do they see which applications are being used, but they also get a comprehensive risk assessment for each app, including the potential risks posed by large language models (LLMs). This level of visibility is crucial to proactively manage and mitigate risks associated with AI applications.
Securing AI adoption and operational efficiency
Skyhigh Security is playing a critical role in shaping the future of the ‘AI Economy’ by ensuring that the adoption and use of AI technologies occur in a secure and compliant manner. As AI becomes increasingly integrated into business operations and decision-making processes, the need to protect sensitive data and safeguard AI-applications from cyber threats is paramount. Our mission is to provide the security framework that allows organisations to harness the full potential of AI while mitigating the risks associated with it.
Security Operations Centres are facing a staggering reality. On average, they are only able to review half of the alerts generated each day, and they spend about a third of their time sifting through false positives. This overwhelming backlog of alerts not only burdens analysts with mundane, repetitive tasks but also increases the risk of real threats slipping by unnoticed. This is precisely where Skyhigh AI comes into play—transforming
enterprise security operations by leveraging AI and ML to boost efficiency, reduce complexity, and lower risk.
Channel-first approach for regional growth
Skyhigh Security is a Channel-first organisation. We follow a 2-tier model with distribution and channel partners across the Middle East. Through our Altitude partner programme, now 2 years old, we allow our partners to grow and fully all their efforts. Empowering them to identify and drive revenue opportunities, they serve as a force multiplier in delivering successful
“With access to the Skyhigh Cloud Registry, organisations gain instant visibility into over 1,200 AI applications, including shadow, private, and sanctioned AI apps”
solutions to their customers. By investing in incentives and marketing programmes we ensure our partners become and remain successful.
Vijay Babber, Skyhigh Security
RESHAPING CYBERSECURITY
Taj El-khayat, Area VP – South EMEA, Vectra AI, discusses the company’s role in advancing AI-powered security solutions and addressing emerging tech trends
AI-powered security at GITEX GLOBAL
This year we are showcasing our Vectra AI Platform, which empowers Security Operations Centres (SOCs) to effectively hunt, detect, prioritise, investigate, and respond to real-time attacks. We will focus on four key areas: Identity Threat Detection and Response (ITDR), which defends against human and machine identity attacks across networks and cloud environments, utilising AI to minimise noise and alert on attacker behaviours. Our Network Detection and Response
(NDR) leverages Security AIdriven Attack Signal Intelligence to provide early visibility and context, surfacing threats and malicious activities across suspicious event chains. Cloud Detection and Response (CDR) for AWS, using an entity-based approach, saves countless hours in analyst investigation, enabling powerful workflows to counter sophisticated hybrid attacks. Additionally, our Managed Services (MXDR) offer expert 24/7/365 threat detection, investigation, and response across all attack surfaces.
Addressing tech trends and threats
Vectra AI is tackling key trends and challenges in the tech industry through strategic initiatives that focus on AI adoption, digital transformation, and evolving cybersecurity threats. Our platform leverages advanced AI and machine learning to detect and respond to sophisticated threats in real-time, emphasising attacker behaviour over anomalies to catch what traditional methods might miss. As organisations embrace digital transformation, we offer
security solutions for hybrid and multi-cloud environments, safeguarding data across clouds, SaaS applications, and on-premises infrastructure. To address new risks, including those from generative AI tools, our platform is continuously updated to detect and mitigate emerging cybersecurity threats.
Driving the future of AI-driven cybersecurity
Vectra AI is playing a crucial role in shaping the future of the AI economy through several strategic initiatives. The company leverages advanced AI and machine learning to strengthen its cybersecurity platform, focusing on real-time threat detection by analysing attacker behaviour rather than just anomalies. This innovative approach helps identify sophisticated threats that traditional methods might overlook.
Vectra is also a leader in AI technology development, continuously evolving its solutions to address real-world cybersecurity challenges. Recognised by prestigious awards like Forbes AI 50 and Gartner’s Customer Choice Awards, Vectra’s platform is widely acclaimed for its effectiveness and innovation. Additionally, Vectra collaborates with major tech and cloud providers, creating a robust and integrated cybersecurity ecosystem that benefits the entire AI economy. Through these efforts, Vectra AI drives industry innovation, collaboration, and leadership.
Eco-friendly commitment
Vectra AI is dedicated to incorporating eco-friendly practices into its technology solutions and operations in several key ways. First, the company optimises energy consumption in its AI models, especially during data-intensive processes like training, by utilising more efficient algorithms and hardware to minimise environmental impact. Second, Vectra AI is increasingly utilising sustainable data centres
powered by renewable energy sources, which helps reduce the carbon footprint of its operations. Additionally, the company participates in the eco-innovation movement, focusing on making AI systems more environmentally friendly and resource-efficient. Finally, Vectra AI collaborates with other tech companies and cloud providers committed to sustainability, ensuring that its integrated solutions contribute to a greener technology ecosystem.
Emerging tech landscape
There are two areas that I believe will take headlines in the coming couple of years, Sustainable Technology as well as Augmented Reality and Virtual Reality. As sustainability becomes a greater priority, technologies like renewable energy solutions, energyefficient systems, and green manufacturing processes will gain increasing significance. These innovations are crucial for tackling
“Vectra AI is increasingly utilising sustainable data centres powered by renewable energy sources, which helps reduce the carbon footprint of its operations”
environmental challenges and fostering sustainable development. With respect to Augmented Reality (AR) and Virtual Reality (VR) technologies, it is anticipated to revolutionise sectors like education, healthcare, and entertainment by offering immersive and interactive experiences. These advancements will improve training, facilitate remote collaboration, and boost customer engagement.
Taj El-khayat, Vectra AI
5 REASONS SUSTAINABILITY SHOULD BE A TOP PRIORITY FOR MIDDLE EAST BUSINESSES
Modern arguments have moved beyond ethical concerns to acknowledge bottom-line economics
By Omar Akar, Regional VP for CEE & META, Pure Storage
Amid the ongoing battle against climate change, the Middle East has recently come into global focus; partially spurred on by the COP27 summit being held in Egypt and COP28 in the United Arab Emirates. But the focus is about more than playing host to world leaders. It concerns the traction being achieved by the region’s regulators and enterprises on their journeys to net zero. More broadly, the progress being made covers the gamut of ESG (environment, social, and governance).
A 2023 study by PwC showed more than 60 percent of Middle East businesses were in favor of increasing time spent on addressing
“Organisations should select suppliers who can significantly reduce the volume and regularity of devices sent to landfill”
ESG. Published ahead of COP28, the report mentioned risk management, compliance, and the circular economy as top priorities for the year ahead. At the time of the survey, one third of regional companies employed a Chief Sustainability Officer. A more recent PwC report from June this year noted the transition “from ambition to action”. Now, 75 percent of respondents are expecting stricter ESG regulations.
For those that have yet to join the regional movement towards sustainable practices, here are five reasons why it should be a top priority.
1
Frameworks tell a story
The pace of change can seem slow and cumbersome as there are so many paths from which to choose and many different methodologies to follow. Start with measurement – Scope 1, 2 and 3 – to understand an organisation’s individual starting point. Once there’s understanding of the situation, look at external frameworks to help reduce emissions and map progress.
The UAE’s Green Agenda 2030, for example, not only includes the goal to reduce the country’s emissions but to increase its GDP by as much
as 5 percent and its exports by some US$6.8 billion. The benefits of sustainability are included in the government’s literature. Other guidelines from other nations can also offer a way forward. There are the GRI and SASB reporting frameworks as well as the United Nations’ Sustainable Development Goals (UN SDGs) and the EU’s Corporate Sustainability Reporting Directive (CSRD). Some are designed to help investors when assessing the impact that companies have on society and the environment, but they also guide organisations when they make purchasing decisions.
2 Customers want what customers want
ESG is no longer a box-ticking exercise; it has become a businesslevel criterion for selecting suppliers. A few years ago, customers were not asking for information on how sustainable technology was or what vendors and suppliers can do to help them meet their sustainability goals. However, now Pure Storage sees green credentials incorporated into every RFP response. It is not just for show. It is a key part of how decisions are being made. Global companies are telling technology suppliers
that they have to adhere to certain standards and demonstrate accurate figures for reduced energy use or they will not be considered.
Additionally, technology channel partners are developing their own practices dedicated to sustainability. The winners are going to be the ones who have developed expertise, know how to identify technology that is truly green, and can advise customers on the best path. Flash technology for data storage is one such area. Some flash solutions are engineered to be up to 85 percent more energy-efficient and take up less space in data centres as well as requiring less power to run and cool. E-waste is a further consideration.
Organisations should select suppliers who can significantly reduce the volume and regularity of devices sent to landfill.
3Economic considerations
There will be a wave of new companies springing up to cater for a growing demand in the market to support sustainability strategies. Accordingly, the organisations that have been delivering more sustainable solutions for years will reap the benefits in terms of customer satisfaction and reducing both their and their customer’s carbon use. Some calculations predict as many as 4.3 million new jobs and US$2 trillion in
economic growth for the Middle East in sustainable construction alone. We can only imagine the potential prosperity of any industry following that example.
Remember, customers are asking for this. ESG goals, emissions targets, and adherence to national and international standards are all being added to RFPs. Those companies who cannot prove they are taking strides to reduce their carbon emissions will be financial losers as they are being excluded from deals already. Businesses need to start approaching ESG issues from all angles. Without leaning too much on an old business trope, this is the time for out-of-the-box thinking.
“Those companies who cannot prove they are taking strides to reduce their carbon emissions will be financial losers as they are being excluded from deals already”
4 The moral imperative
The evidence is there – the planet has exceeded 1.5 degrees of global warming across an entire year. For the sake of future generations and a healthy planet, more must be done to
manage and reduce emissions and energy consumption. If not, global warming will quickly become a more expensive problem with thousands, if not millions, of people displaced. Governments across the region are closely monitoring false claims. And while the UAE has yet to issue any decrees on greenwashing (the corporate practice of exaggerating environmental achievements), some legal experts believe the country’s strict laws on false advertising may cover inaccurate statements on sustainability.
5
Get talent
The workforce of the future does not wish to work for companies only out for profit. How an organisation approaches and enacts sustainability is drawing more attention. Especially for those of the
younger generation. Employees and future team members are important stakeholders who should not be overlooked when it comes to making decisions based on sustainability criteria, or the social responsibility and corporate governance aspects of ESG.
Step lively
That sustainability is an economic benefit rather than just an ethical option is no longer a matter for debate. The boosts to the bottom line, to trade, and to economic growth have been recognized by private companies and governments throughout the Middle East. For them, the next steps are clear – more of the same. For those still sitting in neutral, the next steps are the first in a journey towards untold profitability and brand goodwill.
