Technology Integrator

MAGISTERIAL INTERSECTION OF CONSUMERIZATION, 5G, AND AI!

As we delve into the latest edition of The Integrator, we find ourselves at the crossroads of technological evolution, where the consumerization of IT and the influence of 5G are reshaping industries and sectors in unprecedented ways.

With much of our infrastructure already digitized, the lines between our personal and professional lives continue to blur. We have become both consumers and professionals, seamlessly bridging the gap with devices that cater to both realms. This issue delves into the profound impacts of consumerization, extending beyond mere usage to a heightened reliance on mobile technology, particularly cloud computing. Our aim is to shed light on these advancements and understand how they pave the way for emerging technologies like AI to augment human creativity.

In 2024, businesses are increasingly embracing AI through pilot programs, ushering in a new era of AI consumerism. The conversations within these pages with hardware technologists offer insights into how industrial SSDs contribute to the broader theme of IT consumerization.

Furthermore, the mainstreaming of consumerization has been propelled by 5G technology, empowering virtual collaboration, and accelerating the pace of life. As we navigate this fast-paced landscape, our excitement for Artificial Intelligence and Machine Learning remains undiminished. We explore these topics through the lens of consumerization and beyond the influence of 5G.

However, amidst this rapid progress, we must also acknowledge the evolving threat landscape. The Integrator remains vigilant, addressing concerns about the increasing sophistication of cyber threats.

The Integrator possesses the ability to mirror these technological advancements and motivate you to shape a brighter present and an incredible future for yourself. So, all you need to do is seize this issue and immerse yourself in the diverse frequencies of these meticulously crafted articles.

Founder

Vivek Sharma

EMBRACING CONSUMERIZATION, SHAPING WORK CULTURE & TECHNOLOGY INTEGRATION

Your habits and work culture are tremendously influenced by this trend, and we call it consumerization. Well, from IT, to healthcare, to legal services, everything is getting affected by this, and let me tell you we are all in it now. In the past few issues of the magazine, we have been focusing a lot on work, and the changes happening in workplaces over the years, this is because we are in the middle of another wave of technological changes. Emerging technologies such as AI, blockchain etc. have enabled consumerization to rapidly bring new work styles to workplaces. Today technology is intelligent enough to know what devices you are using and where you are using from. And it has become very evident that we are embracing new ways of working and news ways of accessing services.

To simply understand this concept better let me say that the whole trend of working from home, which most of you have done during covid, was facilitated to an extent by consumerization of IT, that was already happening by then. We discussed how hybrid work is on the rise on our previous issue. Now let me tell you it is consumerization that has allowed you to not sit at your desk all the time, move around and do your work. Consumerization of IT has given you the power and the choice to decide how you work and where you want to work.

Lately, we have been seeing lot of unique devices coming in, smartphones have been changing shapes, going more AI than ever, and what not, and then we have social networking rising every year to all new heights. And by now facial recognition, fingerprint scanning, object detection etc. have already gotten embedded into our lives more than ever. Today AI consumerization has boosted productivity and has stretched across businesses to HR processes, customer service and cybersecurity.

With all this taking shape, consumerization of IT has become a critical tool for companies and presents both risk and opportunities, hence the IT guys have no choice but to

By: Srijith K N Senior Editor

secure networks, be vigilant and framework structures in ways to keep employees productive, to the extent that they might have to bring out seamless smooth devices that run even under water! And today it is the IT of organizations that has been responsible for enforcing rules, such as what information to be allowed on their network for their employees.

Certain types of data are incompatible with specific devices, while certain information cannot be placed or verified on public networks. Therefore, IT professionals must address this trend with utmost care to ensure that the organization maintains the flexibility it has provided for its employees. Enhancing organizational productivity in this manner is crucial. However, achieving a balance between pragmatism in policy-building and embracing consumerization remains a global challenge for companies.

Numerous challenges persist in the realm of consumerization, spanning privacy concerns, data migration hurdles, and the complexities posed by a highly mobile workforce. To effectively address these challenges, companies must rely on a robust and efficient IT team, a necessity that many organizations have duly recognized and acted upon. Moreover, we anticipate the implementation of new policies by companies, particularly concerning AI applications and device usage, soon. As these changes unfold, they present opportunities for novel approaches to work. However, it is imperative to acknowledge that employees bear the ultimate responsibility for the secure and judicious use of these devices. Given the potential repercussions, including financial losses and even endangering lives, prioritizing secure and responsible practices is paramount.

5G AND THE DIGITAL DIVIDE BRIDGING OR WIDENING

THE GAP?

The introduction of 5G technology marks a significant advancement in the field of internet and communication services. With its promise of faster speeds and more reliable connections, 5G stands to benefit numerous sectors including education, healthcare, and transportation. However, the deployment of this technology also raises questions regarding the digital divide - the gap between those with access to modern information technology and those without. The concern is whether 5G will bridge this divide or further widen it.

THE TRANSFORMATIVE IMPACT OF 5G ON GLOBAL CONNECTIVITY

5G technology is poised to offer unprecedented internet speeds and connectivity. This has the potential to improve online education by making learning resources more accessible, enhance healthcare through telemedicine, and streamline transportation with smarter systems. For communities in remote or rural areas, 5G offers the hope

By: Sidra Kamal Content Contributor

of connectivity where broadband services are limited or absent, potentially leveling the playing field in terms of access to information and opportunities.

THE ROADBLOCKS TO UNIVERSAL 5G ACCESS

Despite the optimism surrounding 5G, there are significant barriers to its universal adoption. The cost of deploying 5G infrastructure may lead to prioritized rollouts in urban and densely populated areas, delaying access for rural communities. Additionally, the affordability of 5G-compatible devices and service plans could restrict access for lower-income individuals. There is also a learning curve associated with new technology, requiring efforts to ensure that all potential users have the necessary skills and knowledge to benefit from 5G.

TOWARD AN EQUITABLE DIGITAL FUTURE

To address these challenges and prevent the digital divide from widening, a collaborative approach involving

government, industry, and community organizations is essential. Policies aimed at subsidizing the expansion of 5G infrastructure into underserved areas, coupled with measures to make devices and plans more affordable, can help ensure wider access. Furthermore, educational initiatives designed to enhance digital literacy are critical for enabling individuals to make full use of 5G technology.

CONCLUSION

The advent of 5G technology brings with it the potential for significant social and economic benefits. However, realizing this potential in a way that includes all segments of society requires careful attention to the barriers that could prevent equitable access. By addressing these challenges through targeted policies and collaborative efforts, it is possible to harness 5G as a tool for bridging the digital divide, thereby ensuring that its benefits are felt across the entire spectrum of society.

HOW 5G FUELS

THE CONSUMERIZATION OF IT BEYOND ITS SPEED

By: Roshni Menon Content Writer

As technology is continuing to advance, the impact of 5G is increasingly apparent in both the business world and among consumers as well.

We live in a hybrid world where the virtual world bleeds into everyday life. Conducting business from behind a computer screen, banking with digital currency or purchasing property in the metaverse are all becoming part of a “new normal”.

We are currently in an era where connectivity isn't just about speed but also about seamless integration and empowerment. 5G technology stands as a beacon of innovation and beyond its reputation for lightningfast internet, 5G is revolutionizing the very fabric of IT by fueling the consumerization movement.

THE EVOLUTION OF CONNECTIVITY

Gone are the days when connectivity was solely about how quickly data could be transferred from one point to another. With the advent of 5G, we're witnessing a shift where connectivity extends beyond speed to encompass reliability, low latency, and massive IoT connectivity. This evolution lays the foundation for a new era of consumer-driven technology adoption, where individuals have more control over their digital experiences than ever before.

EMPOWERING THE END USER

One of the most profound impacts of 5G on the consumerization of IT is the empowerment of endusers. With 5G's enhanced capabilities, individuals are no longer passive recipients of technology but active participants in shaping their digital environments. From choosing the devices they use to customizing their digital workflows, consumers now have unprecedented agency in their IT experiences.

5G acts as a catalyst for seamless integration across platforms, blurring the lines between personal and professional technology usage. The rise of remote work and the proliferation of mobile devices have

made it increasingly important for IT systems to accommodate consumer preferences and habits. 5G enables this integration by providing the speed and reliability needed to support a diverse array of devices and applications.

THE RISE OF EDGE COMPUTING

At the heart of 5G's impact on the consumerization of IT lies the rise of edge computing. By moving data processing closer to the source, edge computing minimizes latency and enhances the user experience. This trend enables a host of new applications, from real-time analytics to immersive AR/VR experiences, further blurring the boundaries between the physical and digital world.

While 5G brings undeniable benefits to the consumerization of IT, it also raises important security

and privacy considerations. As consumer devices become more interconnected and data flows more freely, the risk of cyber threats increases. It's crucial for organizations to prioritize security measures and implement robust data protection strategies to safeguard consumer privacy in the 5G era.

The consumerization of IT presents both challenges and opportunities for organizations. On one hand, organizations must adapt to the changing expectations of consumers who demand a seamless and personalized IT experience. On the other hand, embracing consumerization can lead to increased employee satisfaction, productivity, and innovation. Organizations that successfully navigate this shift will be well-positioned to thrive in the 5G era.

As businesses become increasingly data-driven, the importance of protecting data from loss, corruption, and theft becomes a C-level priority. Malware is a leading cause of data loss, and ransomware, which locks data with unbreakable encryption and renders it useless, is among the most common forms of malware. Most ransomware attacks now involve the theft of personal or sensitive commercial data for the purpose of extortion, increasing the cost and complexity of incidents, as well as bringing greater potential for reputational damage. In fact, the year 2023 was marked by a persistent escalation in cyber threats as ransomware payments surpassed the US$1 billion mark, the highest number ever observed. Additionally, new regulations are calling for greater operational resiliency and therefore faster recovery times in case of disasters, even ones such as ransomware attacks.

World Backup Day, observed on 31st March, serves as a valuable reminder for the need for effective data backup, recovery strategies and protection protocols. Effective data backup solutions can help mitigate the risk of data loss and significantly speed up data recovery.

DOWNTIME IS THE BIGGEST NIGHTMARE FOR MODERN BUSINESSES

Downtime is the most costly aspect of a ransomware attack, as any outage can result in dire financial and reputational consequences. According to Statista, the average downtime a company experiences after a cyber attack is around 22 days, a truly concerning statistic. Furthermore, a recent ESG research report stated nine out of ten respondents reported that their organization could not withstand more than an hour’s worth of lost data before experiencing significant business impact. Given the enterprise-wide disruption that can occur in the wake of a ransomware attack, it’s vital that organizations put technology and processes in place to protect themselves. How can they do this?

SAFEGUARD DATA TO SECURE BUSINESS

Backing up data remains critical for data protection, but it's not enough. Implementing advanced data protection capabilities helps companies better plan for — and recover quickly from — ransomware and cyberattacks. This essentially requires a two-pronged approach: taking regular, "immutable copies” of data, and having the necessary infrastructure to rapidly restore from backups at speed and scale.

In the event of a cyber attack or any other event that compromises data or disrupts operations, companies can recover critical data from their immutable copies so that they can restore operations quickly — without having

to succumb to the demands of cyber criminals. Proper immutability means these copies cannot be encrypted, or even deleted by attackers. Modifying them in any way, or the frequency of which they are used, is protected with multi factor authentication and therefore safe from hackers. This makes them far more resilient and reliable in the event of a cyber attack.

Next comes the ability to restore data as fast as possible, as reliable backups are limited in their effectiveness if operations cannot be restored quickly. Some of the most advanced flash-based storage solutions dramatically increase the speed of data restoration. The leading solutions boast a recovery performance of up to many hundreds of TBs per hour at scale, enabling organizations to restore systems in hours — rather than weeks, so they can get up and running again with minimal impact.

RANSOMWARE RECOVERY SLAS NOW PART OF THE SOLUTION

Protecting your data should be a major concern, however, be careful not to overlook other critical factors in the aftermath of a ransomware attack. For example, affected arrays could become off-limits and unusable. Following an attack, storage arrays are often locked down for forensic investigation by cyber insurance or law enforcement agencies, leaving organizations unable to recover data to infected arrays. Without a data storage infrastructure to get systems back up and running, organizations are stuck.

Thankfully, there are now solutions on the market that can mitigate this risk. Some vendors can offer ransomware recovery SLAs, on top of an existing STaaS subscription, to guarantee a clean storage environment with bundled technical and professional services in the wake of an attack. In practice this means being able to deliver a completely new storage environment in a matter of hours to recover from, should the original one be unavailable for any reason. This kind of guarantee can give businesses the peace of mind that they can recover safely, faster, even if arrays are locked down following an attack.

THE KEY TO ORGANIZATIONAL SUCCESS IS RESILIENCE AND AGILITY

Modern data threats require modern data protection solutions. This World Backup Day casts a timely reminder for organizations to re-evaluate their approach to data security. It’s critical that organizations double down on building resilience and agility across their organization. By future-proofing critical IT infrastructure and implementing a modern data protection strategy with effective processes to safeguard and restore data, organizations can avoid cybersecurity and downtime nightmares.

HOW BUSINESSES BALANCE THE BENEFITS AND POTENTIAL PITFALLS OF AI

Karl Escritt CEO, Like Digital & Partners

Once the realm of sci-fi films and nihilistic novels, AI (artificial intelligence) has firmly entered our everyday vernacular over the past few years. Whether it’s watercooler discussions over whether Chat-GPT is coming for your copywriting job, or the very real fear generated by Diary of a CEO’s interview with Mo Gawdat, former Chief Business Officer at Google – who claims that AI poses a bigger threat to the world than climate change – there’s no escaping the prevalence of AI.

While AI is not a new concept (the term ‘artificial intelligence’ first came into common usage in the 1950s), it has recently experienced a meteoric rise in terms of both functionality and accessibility. What was previously the domain of an exclusive club of scientists, mathematicians, and philosophers, AI is now open to anyone with access to the internet, bringing myriad possibilities and pitfalls to our fingertips.

And it shows no signs of slowing down… According to a recent article in the Harvard Gazette, the global business spend on AI services will top US $50 billion this year and is expected to reach US$ 110 billion in 2024.

BENEFITS OF AI FOR BUSINESSES

When used correctly, there’s no denying that AI can bring substantial benefits to businesses. Key advantages include increased efficiency and streamlining of processes; optimization of logistics, workflow and resources; enhanced productivity; better decision making and data analysis; and error avoidance, as you remove the human element – all of which can lead to improved customer satisfaction and measurable cost savings.

According to the PwC 2022 AI Business Survey, 86% of CEOs view AI as an essential aspect of their operations, as leaders leverage “data, cloud and analytics for a bigger payoff.” Of the 1,000 survey respondents, the highest success lies with those businesses that are taking a holistic approach to AI integration. Rather than focusing on one goal at a time, these AI leaders are implementing core competencies in three areas simultaneously: business transformation, enhanced decision-making, and modernized systems and processes.

The report notes that these ‘AI leaders’ are twice as likely to report “substantial value from AI initiatives to improve productivity, decision-making, customer experience, product and service innovation and employee experience” than those businesses that are taking a piecemeal approach.

THE ETHICS AND ACCOUNTABILITY OF AI

For businesses today, it’s not a matter of if they will adopt AI within their workplace, but rather, when. OpenAI, Microsoft, and Nvidia have brought AI within reach of everyone from students writing their term papers to top-tier organizations, but with this comes the entirely unchartered waters of ethics and accountability – and whether the robots really are coming for jobs. As AI technology excels at a pace that laws and legislators cannot keep up with, the responsibility for ethics and accountability currently lies with each individual user.

Many AI algorithms are self-learning, constantly evolving and refining their output, which, when left

unchecked, could lead to the perpetuation of harmful bias, the spread of misinformation, privacy violations, security breaches, and even harm to the environment, Neeley notes. Before sharing sensitive information with an AI program, business owners should ensure privacy and end-to-end security is embedded into the design of the program. For those that are processing sensitive details, such as employee information, businesses should consider hiring a privacy expert for their team.

THE HUMAN ELEMENT

Much of the general discussion around AI is whether these systems will replace humans in the workforce. While there are some areas where AI far exceeds human capabilities, particularly in medical and tactical military fields where its precision and insight is light years ahead, in many instances AI output is missing that much-desired human element. Whether it’s emotion and empathy in copywriting, originality in design, or personalized risk assessment in finance, AI can’t replace the individual nuances of the human workforce… yet.

WHAT COMES NEXT?

In terms of future-proofing the world from the potential pitfalls of AI, global players are recognizing the need for a united front. The European Union is in the process of drafting its Artificial Intelligence Act, which proposes three tiers of risk categories: unacceptable risk and highrisk and those that are neither banned or high-risk, which could be left unregulated.

And while Elon Musk previously called for a pause in the creation of AI digital minds, along with Steve Wozniak, the co-founder of Apple, and Emad Mostaque, who founded London-based Stability AI, he now feels that ship has sailed. As the co-founder of OpenAI, Musk believes the way to avoid what he describes as a “Terminator future” is to create an AI program that is at least as smart as humans. In announcing his superintelligence program xAI on Twitter in July, he said “From an AI safety standpoint … a maximally curious AI, one that is trying to understand the universe, is I think going to be pro-humanity.”

The only thing that’s certain is that AI is here to stay –now we humans just need to stay in control.

EMBRACING

THE CONSUMERISATION

OF IT: UNLOCKING THE POTENTIAL IN ENTERPRISE SETTINGS

In today's rapidly advancing digital landscape, the conventional boundaries between personal and professional technology are becoming increasingly perplexed. First, it is imperative to explore the definition of the consumerisation of IT. The 'consumerisation of IT’ can be defined as a phenomenon where software and hardware products designed for personal use infiltrate the workplace. This has been enhanced by the proliferation of cloud computing, Internet of Things (IoT) gadgets, mobile devices and other innovative collaboration tools. The adoption of these consumer-oriented technologies in the workplace is redesigning enterprise IT strategies and transforming employee practices. The new digital era is having significant implications on how businesses operate and has been influencing traditional work environments worldwide in the last couple of years.

Once confined to personal use, consumer technologies are now integral to the modern workplace. Moreover, the paradigm shift provides flexibility as well as mobility, permitting staff to work from anywhere using their own devices. The flexibility not only enhances worklife balance but also enables organisations to tap into a global talent pool and adapt to changing market dynamics more effectively. Indeed, as per a report published by Syntonic early last year, 87% of enterprises depend on their employees utilising their mobile devices to reach corporate applications, a trend projected to escalate in the foreseeable future. This infiltration of personal devices into the workplace reflects a fundamental shift in employee preferences and work habits. Today's workforce expects the same convenience, flexibility, and user experience in their professional tools as in their personal devices.

At the heart of this revolution is the incline of cloudbased collaboration tools for virtual collaboration. The rise of remote work prompted by the COVID-19 pandemic in 2021, has pushed video conferencing platforms like Zoom, Microsoft Teams, and Google Meet, all accessible from

personal laptops or mobile phones, to become essential tools for most businesses. Other project management tools such as Asana, Monday.com, Slack and Trello, among others, have also become indispensable utensils used to track progress on various projects simultaneously. Not to forget the social intranet platforms like Workplace by Facebook or Yammer, which offer features such as news feeds, group discussions, and employee profiles, similar to popular social media platforms used. The choice of apps among staff members often depends on factors such as team size, project requirements, and organizational preferences. Since consumerisation of IT allows employees to leverage familiar devices and applications, this has proved to increase productivity and efficiency since some employees are better at using some tools as compared to others provided by the organisation. The smooth incorporation of consumer technologies facilitates enhanced teamwork among staff members, fostering innovation and driving business growth. It reflects a shift in IT decision-making power from centralised IT departments to individual employees, who now prefer to have greater autonomy in selecting the tools and technologies they use in their workspace.

Recent statistics show a significant increase in the adoption of cloud-based collaboration tools. According to a report published by Future Market Insights (FMI, 2023), the global market for cloud-based application software is predicted to achieve a compound annual growth rate (CAGR) of 18.8% from 2023 to 2033. This growth will contribute to approximately US$ 45,310.1 million in the forecast period, a substantial increase from the US$ 8,068.9 million recorded in 2023. According to a survey published by CNBC, 70% of staff in an organisation keep their mobile phone “within eye contact” at work. Employees are not willing to be limited by the rigid IT structures; they crave flexibility and freedom in choosing the tools that best suit their needs. Many forward-thinking organisations and

Dr. Drishty Sobnath, Assistant Professor, Mathematical and Computer Sciences, Heriot-Watt University Dubai

start-up companies are even embracing a ‘Bring Your Own Device’ (BYOD) concept, granting the rights to employees to use their own personal devices such as smartphones, tablets, and laptops to connect the network of their organisation to complete their tasks. As per research conducted by Cybersecurity Insiders, 82% of companies permit BYOD policies. Additionally, data from Comserve indicates that the BYOD Market, valued at $186 billion in 2019, is projected to reach $430 billion by 2025.

Conversely, while the consumerisation of IT offers numerous benefits, it also presents unique challenges for enterprises while security concerns, data privacy issues, and compatibility issues are among the top concerns for IT leaders tasked with managing a diverse array of

Dr. Drishty Sobnath Assistant Professor, Mathematical and Computer Sciences, Heriot-Watt University Dubai

BYOD MARKET, VALUED AT $186 BILLION IN 2019, IS PROJECTED TO REACH $430 BILLION BY 2025.

devices and applications within their organisations. Recent research indicates that 67% of survey participants noted adverse effects on their organisation's security posture due to remote workers using personal mobile devices (Ponemon Institute/Keeper Security, 2020). As per research conducted by Cybersecurity Insiders, 82% of companies permit BYOD policies. Additionally, data from Comserve indicates that the BYOD Market, valued at $186 billion in 2019, is projected to reach $430 billion by 2025.

This highlights the necessity to mitigate the risks associated with BYOD initiatives by implementing strong cybersecurity measures to protect the network, sensitive corporate data or other digital assets. It is critical to have a well-defined BYOD policy and understand the risks and benefits of BYOD in the organisation. A BYOD policy can be produced to outline what the company sees as a suitable use of the technology while protecting the company from cyberthreats such as ransomware, hacking and data breaches. The policy should also outline the staff responsibilities around use of their personal devices and its access to the network. Policies should be reinforced to ensure that business data is isolated from personal data. Some procedures embraced by organisations include implementation of firewalls, secure email gateways, encryption, access controls and other comprehensive cybersecurity measures. Weak passwords and the lack of multi-factor authentication (MFA) as well as unauthorized tools can compromise user identities and grant unauthorised access to corporate resources. Employees need to understand the dangers of connecting to unprotected Wi-Fi networks and the importance of using Virtual Private Networks (VPNs) when trying to access public networks. The shift in the use of personal devices carries with it a unique blend of strategic and operational challenges, therefore, employee training about consumer technologies and data protection practices is essential for safe technology integration.

CONNECTIVITY IN THE MENA

By: Raed Aoude Director, Service Provider, Middle East, & Africa, Turkey & Southeast Asia, CommScope

There’s no getting around the fact that the recent global economic slowdown has chilled 5G commitments and rollouts. The timing and scope of several unforeseen events have placed hurdle after hurdle in the way of ambitious 5G deployment plans—first, the global pandemic; then the shutdowns that snarled supply chains; then acute inflationary pressures; the challenges were relentless. However, I’m not here to dwell on the downsides, because there are many reasons to remain optimistic about the future of 5G.

Just recently, the United Arab Emirates has outclassed South Korea as the country with the fastest 5G network, reaching a median download speed of 557.63 Mbps. The UAE has made significant investments in network infrastructure and technology, contributing to its high fixed network performance. The UAE Ministry of Economy has marked it as a “Promising Sector” for 2024. Saudi Arabia’s stc group is on the same wavelength, announcing the largest 5G network expansion in history at the end of 2023. The MENA region is already racing with network advancements, and the best is yet to come.

DELAYED, BUT NOT DERAILED

Two big developments that are already in motion (and are likely to gain momentum in 2024) are the cost-reducing simplification of 5G sites, and the emergence of game-changing business use to leverage the unique capabilities of 5G networks. Together, these developments promise to energize and support 5G technology, which is expected to remain the foundation of wireless connectivity for the next 10-20 years. Therefore, I believe that the coming year will confirm that while 5G may be delayed, it is by no means derailed.

NEW 5G BUSINESS USE CASES — PRIVATE NETWORKS

The unique performance attributes of 5G are many — its incredible speed, its vast capacity and its ultralow latency, for starters. Yet in some ways, it seems 5G performance has managed to outrun some of the demand it fills; 1 ms latency is an incredible specification,

but those applications where it’s truly needed are very few as of today. There’s no doubt that high performance drives high demand applications, and it will take some time for those applications to reach market.

Still, in the here and now, there are new business use cases emerging where 5G is not only preferable, but essential as a technology platform—even if they don’t require 1 ms latency. Consider, for instance, rising interest in private wireless networks in enterprises, large public venues, travel hubs and other large indoor or outdoor locations with high levels of network traffic.

5G deployments gain their advantages over LTE by using a combination of higher frequency spectrum and more capable radios. It’s not by accident that the first 5G installations have been directed at more urban environments where high traffic density is most effectively served by the network. Yet, due to its link budget constraints, 5G has trouble connecting from outdoor macro sites to subscribers who are located indoors, where most traffic originates. Indoor small cell and DAS solutions can overcome this, backhauling indoor traffic to the core network, but another kind of discrete 5G network has emerged as well—the private 5G network.

With an in-house 5G network, the enterprise (or airport, or hospital, or stadium) can provide 5G connectivity with security and privacy that go beyond that provided by ordinary Wi-Fi®. Users can take advantage of 5G speed and capacity—indoors, where it’s otherwise difficult to guarantee—while also leveraging the security of end-to-end encryption for all activities on their connected devices.

In fact, the security advantage of private 5G networks is only going to improve in the years ahead. The region is making advancements in quantumsafe cryptography (QSC), with Saudi Arabian leading telecoms provider DETASAD entering a strategic agreement with Arqit Quantum Inc. to provide a platform using the latter’s QuantumCloud™ to provide security solutions to the country’s residents. The UAE has made similar advancements, with the Technology Innovation Institute’s Cryptography Research Center launching the world’s first open-source software library dedicated to assessing the security of PostQuantum Cryptography (PQC) schemes called the Cryptographic Estimators.

A BRIGHTER YEAR AHEAD FOR 5G

An unlikely combination of global economic and political turmoil may have caused 5G rollouts to slow, but by no means can it be said that they have stopped. The technology simply has too much promise and too many advantages to be kept down for long. As 6G development continues, 5G will remain the foundation – it simply doesn’t make sense to assume the current headwinds will keep 5G from its full potential much longer.

REVOLUTIONIZING

5 NETWORK TRENDS SHAPING THE MIDDLE EAST IN 2024 AND BEYOND

By: Pete Hall Regional Managing Director, Ciena Middle East & Africa

As we enter 2024, there are many transformative technology shifts set to redefine the digital landscape, especially with the Gulf Cooperation Council (GCC)’s rapid digitalization efforts. Driven by the synergies of ArtificiaI Intelligence (AI), Cloud, and digital media, 2024 will be marked by continuous innovation, disruption, and rapid evolution.

Let’s take a look at the top 5 network trends set to impact the Middle East in 2024:

1.GEN AI WILL CAUSE MASSIVE DEMAND FOR EDGECOMPUTE AND APIS

AI has been around for years, but the step into Generative AI has created new possibilities and unprecedented hype. In the Middle East, there are predictions that Gen AI could reach nearly US$24 billion per year by 2030. While many network infrastructure providers are focused on how they can adopt GenAI into operations, we will see a massive demand for compute and connectivity requirements at the network edge, which will require operators to build network edge fabrics that are open to machines allowing consumption of resources through Application Programming Interfaces (APIs).

2.MORE DELIBERATE DATA CENTRES AND MICRO DATA CENTERS

The GCC data center market is expected to grow at a CAGR of 8.14% from 2022-2028, largely driven by the evolution of smart cities, 5G and its applications, and the adoption of AI and cloud-based services. One of the major drivers for more data centers at the edge of the network will be to reduce power consumption on the grid in central locations to improve sustainability. We can expect wider integration of sustainable practices into data center operations and a renewed focus on energy efficient and sustainable networks.

3.RISE OF EDGE COMPUTING

Edge cloud computing is expected to grow rapidly as it improves response times and drives more efficient use of bandwidth. This surge will enable service providers to participate in the value chain beyond pure connectivity, enabling newer business models and consumption models to evolve. This includes Network-as-a-Service, which will help ensure cost efficiencies for business users.

4.CONSUMER DEMAND TO FURTHER DRIVE NETWORK DECISIONS

Changing content consumption habits are also set to impact the network. Over the next few years, content could become more dynamic and bespoke, with AI with infrastructure capabilities being deployed to create new content. For example, it is quite plausible that in the near future, one could put on a VR headset and join a sporting event, from a unique, customized perspective.

5.THE DIGITAL DIVIDE WILL CONTINUE TO DECREASE

The pandemic shone a light on the digital divide, which hasn’t dimmed since. Progress has been made in many ways since then thanks to government stimulus projects, residential broadband investments, new innovative optical networking technologies, advancements in satellites and more. In 2024, the digital divide is expected to shrink even further in the region, as governments invest in infrastructure, devices become more affordable and schools adopt digital education and relevant subjects into their curriculum.

From the convergence of applications and networks to the imperative of sustainable data center practices and the nuanced dynamics of bridging the digital divide, the coming years require the continuous embrace of innovation. As we embark on this tech odyssey, Middle East network operators are moving towards a future where innovation aligns seamlessly with social responsibility and environmental consciousness.

Firas Jadalla Regional Director – Middle East, Turkey and Africa (META) Genetec

GENETEC HIGHLIGHTS TOP DATA PRIVACY PRACTICES FOR PHYSICAL SECURITY LEADERS

Genetec, a leading technology provider of unified security, public safety, operations, and business intelligence solutions, shared a comprehensive set of data protection best practices to help physical security leaders protect privacy, safeguard data, and enable trust without compromising security.

This initiative comes as a response to the escalating importance of data security in an increasingly interconnected digital landscape. By prioritizing privacy, organizations can effectively contribute to a safer digital and physical landscape for all.

"Organizations should never have to choose between data privacy and security. By equipping physical security professionals with these essential strategies, Genetec is spearheading a paradigm shift towards a more resilient and trustworthy security ecosystem. It is an ongoing process, and organizations should regularly update protocols, stay informed and continuously educate their teams on best practices", said Firas Jadalla, Regional Director – Middle East, Turkey and Africa (META) Genetec.

Genetec recommends organizations ensure their security systems respect data privacy by:

1. COLLECTING AND STORING ONLY WHAT YOU NEED

A fundamental rule of data security is to collect and store only essential information. The potential impact of a security breach can be reduced by minimizing stored data. It’s important to regularly review and audit data and dispose of unnecessary information responsibly.

2. LIMITING ACCESS TO SENSITIVE DATA

Enhancing data security involves restricting access to sensitive information. Genetec recommends implementing data-sharing best practices, such as removing personally identifiable information to safeguard individual privacy. Techniques for anonymizing personal information while retaining its utility include:

• Randomization (adding noise to numerical

GENETEC IS SPEARHEADING A PARADIGM SHIFT TOWARDS A MORE RESILIENT AND TRUSTWORTHY SECURITY ECOSYSTEM.

values such as an individual’s age or income),

• pseudonymization (such as replacing names with unique identifiers), tokenization (such as replacing credit card numbers with tokens that have no direct correlation to the original numbers),

• generalization (such as converting exact birthdates to age ranges),

• and data masking (showing only the first few digits of a phone number).

3. ENSURING PRIVACY WITHOUT COMPROMISING EVIDENCE

By making use of technologies such as KiwiVision™ Privacy Protector, organizations can automatically anonymize images of people, so they can continue to survey surveillance footage while respecting privacy. This technology also offers an additional layer of security that ensures only authorized users can “unlock” and view unmasked footage while maintaining an audit trail.

4. BEING TRANSPARENT AND GET USER CONSENT

Building trust through transparency and user consent is essential. It’s important to clearly communicate with users about the data collection process, promoting informed decisions. Organizations should also gain explicit consent before collecting and processing data.

5. CHOOSING A RELIABLE DATA STORAGE PROVIDER

Organizations should select a data storage provider carefully, ensuring a clear understanding of data storage, handling, and sharing practices. If using third-party services, organizations should demand strong security measures and reliable data handling practices. Establish who “owns” any data stored in the cloud, and any rights/privileges associated with the use or disclosure of any information.

6. ESTABLISHING STRONG POLICIES

To ensure long-term data safety, Genetec recommends putting in place robust policies across the organization. Enforcing a transparent chain of custody through technology, such as a Digital Evidence Management System (DEMS), ensures accountability and traceability at every stage of the data lifecycle.

THE POWER OF PUBLIC-PRIVATE PARTNERSHIPS

By: Jim Richberg Head of Cyber Policy and Global Field CISO., Fortinet

Cybersecurity is a Team Sport. Today's technology environment is vastly different than when I retired from federal service. We have seen accelerated movement to the cloud and a shift from largely wired networks to softwaredefined networks. We’ve also witnessed a proliferation of Internet-of-Things (IoT) devices and dramatic growth in the breadth and power of AI-enabled services.

Layer onto these technological changes the COVID-fueled imperative to enable remote work and off-site connectivity, and the result is that IT and communications are now laserfocused on enabling the connection of users, devices, data, and computing power regardless of where these are located and how they are provided.

Meeting these demands securely is more than any single user, company, or government agency can realistically expect to do alone. At its core, cybersecurity is a team sport. Any good coach tells their team to “talk to each other out there on the field.” Cybersecurity is no different. Cybercriminals talk to each other, actively partnering to bring their specific skills to a criminal enterprise. To keep up, industry and governments must work together to share cyberthreat intelligence and have interoperable cybersecurity tools and sensors. This partnership needs to be multidimensional and multidirectional with collaboration and a two-way flow of information between the public and private sectors and within each sector.

TRANSPARENCY AND TRUST

With so much of our lives dependent on or enabled by technology, it is important to be able to trust networks and have confidence in the security of the data flowing across them. Creating a culture of trust and greater transparency is crucial for organizations to make complex cybersecurity decisions and help users make more informed purchases.

Consumers need better visibility into key criteria of the technology they use, including where it was developed or manufactured, the manufacturer, and the security posture of the technology.

This focus on trust was evident at the macro

communications network level with the ban on certain companies that were deemed a national security threat. As digital technology becomes more ubiquitous, we should be asking the same questions about other aspects of our broader communications networks. Is the router in my home secure? Is my television listening to my family dinner conversations? Consumers need to be able to trust the technology they are using to increase the resiliency of our nation’s cyber posture. Increased transparency will help fuel this trust.

Transparency and trust can be addressed through market forces. For example, although the number of IoT devices in use is growing dramatically, many of these devices lack even rudimentary security capabilities. It can be difficult for even sophisticated consumers to determine which devices have adequate security.

THE HUMAN ELEMENT

Partnerships should extend to supporting consumers as well. It is not realistic to expect consumers to successfully “go it alone” in understanding cybersecurity. The person using their home computer, the small business owner buying a Wi-Fi access point, and the school administrator purchasing equipment for students all need support.

Addressing the human element is part of our cybersecurity mission. We are working to help build the cyber workforce of the future and ensure that all members of society have cyber awareness and fundamental competence in cybersecurity. We have dramatically expanded our award-winning free training on cyber threats and on good cybersecurity practices because educating users at every level is critical to our collective security.

To succeed, efforts with users must begin at a young age and involve partnerships across government, industry, and academia. Fortinet has made significant commitments to this cause through the Fortinet Training Institute. For example, we have committed to training over 1 million new users over by 2026 to help close the sizeable cyber skills gap; and we are on track, having achieved over 43% of this goal by the end of 2023.

2024 STATE OF SECURITY REPORT FROM HID: MOBILE IDS, MFA AND SUSTAINABILITY EMERGE AS TOP TRENDS

HID announces its 2024 State of the Security Industry Report, which gathered responses from 2,600 partners, end users, and security and IT personnel worldwide, across a range of job titles and organization sizes representing over 11 industries.

The 2024 State of Security Report delves into the underlying concerns driving upcoming innovations and the technologies that underpin them, helping security leaders to be proactive in adapting to evolving challenges. Conducted in the fall of 2023, this year’s survey reveals six themes, as follows:

TOP

REASONS TO ADOPT MFA 3

1. MODERNIZE CYBERSECURITY

2. ENABLE SECURE REMOTE

“A Zero Trust approach starts with Multi-Factor Authentication (MFA). This is the first step to a true Zero Trust journey.”

– Cloud Security Alliance

This year we surveyed more than 2,600 security and IT experts and identified six important themes driving the technology evolution, from AI to Identity-as-a-Service to sustainability. Combined, these trends are dramatically impacting organizations around the globe. Here’s a snapshot of how these disruptive trends are affecting security and IT teams.

Multi-Factor Authentication (MFA) Adoption Widespread 1. 2.

83%

currently use MFA as a first step toward Zero Trust

3 TOP

1.

Multi-Factor Authentication (MFA) Adoption Widespread

1. MOBILE IDENTITY IS EXPECTED TO BE UBIQUITOUS IN THE NEXT FIVE YEARS

REASONS TO ADOPT MFA

1. MODERNIZE CYBERSECURITY

2. ENABLE SECURE REMOTE ACCESS

3. REDUCE SECURITY INCIDENTS

Given the widespread use of mobile devices, momentum continues to build around their use in support of identity. Within the next five years, surveyed end users state that nearly 80% of organizations will deploy mobile IDs. Industry partners are even more optimistic in their outlook, stating that 94% of their customers will have deployed mobile IDs.

“A Zero Trust approach starts with Multi-Factor Authentication (MFA). This is the first step to a true Zero Trust journey.”

– Cloud Security Alliance

Mobile Identities Gaining Traction in Security Applications

2. MULTI-FACTOR AUTHENTICATION IS WIDESPREAD, DESPITE SLOW BUT GROWING IMPLEMENTATION OF ZERO TRUST

More than 83% of end users respondents said their organization currently uses Multi-Factor Authentication (MFA), mainly due to the vulnerabilities of passwords. For many, this represents the first step on the longer journey toward Zero Trust, an approach to security that calls for organizations to maintain strict access controls and to never trust, always verify anyone – internal or external – by default.

“Applications in payments, government identity, and access control are likely just the beginning of a long list of services to be securely simplified via mobile identity authentication.”

2.

– Secure Technology Alliance

2 out of 3

Zero Trust has been implemented in 16% of organizations with over 100,000 employees and 14% in those with up to 10,000 employees, according to the survey.

79%

to have some form

mobile identity deployment within 5 years currently have some form of mobile identity deployment

BUT SOME INDUSTRIES STILL REQUIRE A PHYSICAL PICTURE ID CARD, INCLUDING:

With MFA being widespread, the eventual end of passwords is imminent. The creation of new standards such as FIDO (Fast Identity Online), which uses “standard public key cryptography techniques to provide phishing-resistant authentication,” will pave the path to new and more secure authentication options that will be part of a more robust Zero Trust architecture.

3.

Sustainability

83%

currently use MFA as a first step toward Zero Trust

59% are working toward a Zero Trust authentication model

Mobile Identities Gaining Traction in Security Applications

“Applications in payments, government identity, and access control are likely just the beginning of a long list of services to be securely simplified via mobile identity authentication.”

2 out of 3

79% plan to have some form of mobile identity deployment within 5 years currently have some form of mobile identity deployment

BUT SOME INDUSTRIES STILL REQUIRE A PHYSICAL PICTURE ID CARD, INCLUDING:

Becoming a Bigger Factor in Business Decisions

– Secure Technology Alliance Sustainability

Sustainability Becoming a Bigger Factor in Business Decisions

3. SUSTAINABILITY BECOMES A GROWING DRIVER IN BUSINESS DECISIONS

Among HID’s survey respondents, sustainability continues to rank high as a business priority, with both end users and partners rating its importance at a “4” on a 1-to-5 scale. Additionally, 74% of end users indicate the importance of sustainability has grown over the past year, and 80% of partners reported the trend growing in importance among their customers.

As such, there will likely be a continued emphasis on solutions that minimize energy use, reduce waste, and optimize resource usage. A shift to cloud-based solutions and increased use of mobile devices are two clear strategies to reach these sustainability goals.

4.

BIOMETRICS CONTINUES ITS IMPRESSIVE MOMENTUM

In this year’s survey, 39% of installers and integrators said their customers are using fingerprint or palm print, and 30% said they’re using facial recognition. The momentum continues to build as 8% plan to test or implement some form of biometrics in the next year and 12% plan to do so in the next three to five years.

5. IDENTITY MANAGEMENT POINTS UP TO THE CLOUD

Nearly half of end users are moving to cloud-based identity management, with 24% already using it and another 24% in the process of implementing such systems. Industry partners say their customers face several hurdles here, including existing reliance on legacy/on-prem equipment (28%), lack of budget (24%), and cloud-based identities simply not being a business priority (21%).

6. THE RISE OF ARTIFICIAL INTELLIGENCE FOR ANALYTICS USE CASES

Identity Management Points to Cloud 5. AI for Analytics on

Conversations about AI have come to dominate the business landscape, and many security professionals see AI’s analytic capabilities as the low-hanging fruit to enhance identity management. Rather than looking to AI to inform the entirety of the security system, it’s possible to leverage data analytics as a way to operationalize AI in support of immediate outcomes. In this scenario, 35% of end users reported they will be testing or implementing some AI capability in the next three to five years, with 15% already using AI-enabled biometrics.

UAE-FOCUSED CIO REPORT REVEALS

COMPLEXITY OF TECHNOLOGY STACKS CONTINUES TO RISE AS

MULTICLOUD ADOPTION ACCELERATES

Dynatrace announced the findings of an independent global survey of 1,300 CIOs and technology leaders in large organizations, of which 150 respondents were from the Middle East, which includes the UAE. The research reveals that organizations are continuing to embrace multicloud environments and cloud-native architectures to enable rapid transformation and deliver secure innovation. However, despite the speed, scale, and agility enabled by these modern cloud ecosystems, organizations are struggling to manage the explosion of data they create. These research findings underscore the need for a mature AI, analytics, and automation strategy that moves beyond traditional AI-Ops models to drive lasting business value. The report: The state of observability 2024: Overcoming complexity through AI-driven analytics and automation strategies is available for download.

UAE-BASED FINDINGS FROM THE RESEARCH INCLUDE:

• 98% of organizations say the complexity of their technology stack has increased in the past 12 months, and 72% say it will continue to increase.

• Technology leaders say multi-cloud complexity makes it more difficult to deliver outstanding customer experiences (92%) and makes applications more difficult to protect (88%).

• 97% of technology leaders say cloud-native technology stacks produce an explosion of data that is beyond humans’ ability to manage.

• On average, organizations in the UAE use 11 different monitoring and observability tools to manage applications, infrastructure, and user experience.

• 92% of technology leaders say the number of tools, platforms, dashboards, and applications they rely on adds to the complexity of managing a multicloud environment.

“Multicloud environments have become mandatory for modern organizations, bringing the speed, scale, and agility they need to deliver innovation,” said Bernd Greifeneder, CTO at Dynatrace. “However, as the footprint of their cloud-native architectures continues to expand, organizations are also seeing their technology stacks growing in complexity. A vast array of different cloud platforms and services support even the simplest digital transaction, and the huge amount of data these environments produce makes it increasingly difficult to monitor and secure applications. As a result, critical business outcomes like customer experience are suffering, and it is becoming more difficult to protect against advanced cyber threats.”

ADDITIONAL FINDINGS INCLUDE:

• 83% of technology leaders say manual approaches to log management and analytics cannot keep up with the rate of change in their technology stack and the volumes of data it produces.

• 88% of technology leaders say the time their teams spend maintaining monitoring tools and preparing data for analysis steals time from innovation.

• 85% of organizations have adopted AIOps to reduce the complexity of managing their multicloud environment.

• 98% of technology leaders say probabilistic machine learning approaches have limited the value AIOps delivers due to the manual effort needed to gain reliable insights.

“Cloud-native architectures have unleashed a firehose of data, challenging IT, development, security, and business teams,” continues Greifeneder. “Without the ability to transform this diverse data into real-time, contextually relevant insights, these teams struggle to understand what is happening in their environment and lack the answers needed to solve issues quickly and decisively. While many organizations turn to AIOps, they often encounter limited value due to reliance on probabilistic methods, which can be imprecise and time-consuming to implement. To overcome the complexity of modern technology stacks, organizations require advanced AI, analytics, and automation capabilities. By unifying diverse data, retaining its context, and powering analytics and automation with a hypermodal AI that combines multiple techniques, including causal, predictive, and generative AI, teams can unlock a wealth of insights from their data to drive smarter decision-making, intelligent automation, and more efficient ways of working.”

HOW BUSINESSES CAN STREAMLINE PROCESSES USING MACHINES WITH HUMAN-EQUIVALENT PRODUCTIVITY

Mirza Mushtaq Baig, Chief AI Officer, AiMining Technologies

When Swedish FinTech company Klarna laid off 700 people in 2022, integrated with OpenAI, and proclaimed that its virtual assistant handled diverse tasks efficiently, public opinion was divided. Fast forward to today, and the public discourse is slowly leaning toward the incorporation of AI in business operations. It’s a direct consequence of businesses increasingly finding proof of value in AI adoption. In the intervening period, AI has gradually made inroads into every industry, initially finding application in simple tasks and gradually becoming indispensable to the decision-making process.

In 2024, many businesses are running pilot programs in some form of AI. Microsoft is pioneering the co-pilot integration into its Office 365 product suite and Edge browser, allowing companies of all sizes to unlock the full potential of AI. Therefore, companies embracing AI-driven business transformation now have greater clarity of ROI and other business outcomes. Leading AI systems development company AiMining Technologies Inc. believes that AI's human-equivalent productivity and efficiency are incentivizing businesses to incorporate it in their core operations. In 2025, more businesses are expected to run GenAI models as co-pilots or in production to accomplish singular or integrated tasks.

AI-DRIVEN BUSINESS TRANSFORMATION AND ITS OUTCOMES

AI for business is all about augmenting human capabilities and accelerating output by typing a prompt or having the co-pilot do data analysis and charting for you. Most importantly, GenAI is empowering businesses that previously grappled with business intelligence and data visualization by allowing any employee to create a prompt and, for the first time, actually interact with company data, PDFs, tables and charts, all without having to convert, store or go through an ETL (extract, transform, learn) process. To put that into perspective, a consultant or consulting firm would conceivably take months to transform the company data.

Businesses are also utilizing AI to analyze the data at their disposal and derive valuable real-time insights. That helps make informed decisions in a timely manner, leading

to higher productivity and operational efficiency. Companies with high burn rates could leverage predictive analytics for accurate demand forecasting and optimal resource allocation, leading to measurable savings.

From a purely marketing standpoint, insights help marketers segment audiences based on common interests, preferences, and triggers and send personalized communications. When synergized with automation, AI can empower marketers further by executing automated personalized campaigns at scale. That way, every time a customer interacts with a brand, at any stage in the funnel, the system automatically sends a personalized message. Such hyper-personalized engagement can enhance customer lifetime value (CLV) significantly.

That is to say, AI is perceivably a team member today — someone who can be consistently relied on, day in, day out. Incrementally, with several cycles of learning, algorithms can create human-equivalent value. In addition to streamlining workflows, enhancing efficiencies, and automating routine tasks, they can identify operational blind spots and bottlenecks, allowing businesses to proactively take remedial actions. Specializing in the creation of such systems, AiMining Technologies Inc. offers a blueprint of best practices.

BEHIND THE SCENES OF AI ADOPTION

AiMining Technologies analyzes client requirements, collects and processes data, develops AI models, trains and evaluates them, deploys solutions, and provides monitoring and maintenance for optimal functionality. The rigorous process varies for different industries and business goals. In any case, the development of custom AI systems requires close collaborations between all stakeholders and user feedback for iterative improvements.

Aside from technical challenges, AI adoption entails ethical considerations — responsible AI development being the foremost one. Drawing upon its vast experience with diverse AI projects across industries, besides being a recognized Nvidia Inception Partner and chosen for the Microsoft Startup Founders Hub, AiMining asserts the importance of data privacy and ethical AI today.

Close collaborations with global tech companies, robust regulatory frameworks for responsible AI adoption, and an openness to emerging technologies are incentivizing innovators like AiMining to take a special interest in the Middle East. Advanced AI use cases are finding real-world applications in regional infrastructure developments like smart cities.

Such ambitious goals are being pursued more strategically by the UAE and KSA, which, according to AiMining, are leading institutional AI adoption in the region. There is a strong consensus among decision-makers on the ability of AI to ease business transformations in a rapidly digitalizing world and combat evolving risks such as cyberattacks. It’s a classic case of modern problems requiring modern solutions, and AI is seemingly the only right answer.

5G FOR INCLUSIVE, PERSONALIZED, AND ECONOMIC LEARNING EXPERIENCES OF THE FUTURE

Prof. Dr. Eman AbuKhousa University of Europe for Applied Sciences

In this era of digital transformation, education is approaching a pivotal change, one where learning is not just about consuming knowledge, but experiencing it. Education is the process of designing experiences that help learners acquire knowledge and skills, enabling them to adaptively respond to challenges in their surroundings. In experiential learning, or “learning by living”, learners are “immersed” into reallife situations where they sense, think, interact, and decide the best course of action. The introduction of 5G technology into the educational sector promises a new age of immersive learning, where barriers of distance and access are obliterated, marking personalized and interactive education as the norm, not the exception.

5G is the fifth generation of wireless cellular technology that is much faster and more reliable than the previous networks. This is not just about faster downloads or smoother streaming; it is about creating a fabric of connectivity that is versatile enough to support everything from everyday conveniences to critical, life-saving innovations.

Immersive learning experiences are developed using artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) technologies to model virtual spaces where learners can perform various tasks. These include communicating, and collaborating with others, utilizing digital objects, creating content, and even editing or generating new spaces. By design, the effectiveness of these experiences relies on the motion-to-photon latency—the delay between a user's action and its impact on-screen— which should be kept to a minimum to maintain learner immersion, a critical factor in engaging learners. This significantly requires access to high-bandwidth networks to support real-time transmission and processing of large amounts of data to achieve seamless and consistent shared experiences across time and space and among large number of learners. The increased capabilities of 5G such as up to 10Gbps data rate, 1-millisecond latency, and the ability to connect up to 100 times more devices per unit area than previous technologies, would highly leverage the use of AI/ AR/VR and enable the development of new and improved immersive learning experiences.

The emergence of 5G technology has also considerably contributed to shaping UNESCO’s global initiative “Futures of Education: learning to become”1 which advocates for education systems that address injustices and leverage technology to broaden human capabilities, aiming for a more inclusive and sustainable world. This effort aligns with

the item 4 of 2030 Agenda for Sustainable Development Goals (SDGs): “Quality Education- Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all”2. In this context, 5G connectivity is set to enhance educational access and quality not only by facilitating real-time lesson streaming and enhancing access to learning platforms and educational multimedia materials but also, and more importantly, by augmenting the functionalities of assistive technologies in special education. This implies that robotics designed for learners with physical disabilities could become more responsive.

A 2022 report3 reveals that in OECD countries, annual education spending averages at $9,900 per student for primary education, incorporating both household and governmental expenses. This figure rises to $11,400 at the secondary level and further escalates to $17,600 per student at the tertiary level.

The ultra-fast speeds, lower latency, and the capacity to connect a vast number of devices with 5G can make remote learning more accessible and reliable. This reduces the need for maintenance and expansion of physical infrastructures, thus lowering operational costs related to buildings, utilities, and on-site resources. For institutions with physical campuses, 5G can support the implementation of "smart campus" technologies, which may include energy-efficient building controls, optimized route planning for campus transport, and predictive maintenance systems.

While I understand that the pursuit of competitive advantage among educational institutions often emphasizes unique offerings and resources, I also believe that institutions can rise above traditional competitive barriers. By nurturing an ecosystem of shared growth and mutual benefits, educational entities can become more appealing to the new generation of learners who value the corporate social responsibilities and sustainability practices of modern education institutions.

Bearing this in mind, let's not overlook the critical ethical questions we face. The key challenge is to balance innovation with integrity. Protecting the privacy of learners' data is imperative, and we must remain vigilant as digital footprints expand. Bridging the digital divide is a crucial moral obligation; access to this technology should be universal, not a privilege. In essence, the journey towards integrating 5G in the education sector is not just about technological upgrades but also about ethical stewardship, inclusivity, and socialization where individuals build on each other’s experiences.

WEBENGAGE UNVEILS OMNICHANNEL EMPOWERMENT AND AI-DRIVEN ENGAGEMENT

Integrator Media had an exclusive interview with Hetarth Patel, Managing Director - UAE and Vice PresidentMEA, WebEngage

In an era where consumers demand seamless interactions across various touchpoints, how does WebEngage's platform uniquely empower businesses to deliver true omnichannel experiences?

The modern consumer prioritizes mobile experiences and digital engagement, prompting businesses to excel across multiple touchpoints. WebEngage meets this challenge with intelligent, contextual, and deeply personalized omnichannel engagement.

• Integrated Data Management: Using a Customer Data Platform (CDP) and seamless integrations, brands break down data silos, crafting meaningful customer journeys for engagement and loyalty.

• Centralized Campaign Management: WebEngage's platform acts as a command center, orchestrating campaigns across diverse channels. Advanced segmentation ensures precise targeting for personalized content.

• Precision Targeting: WebEngage defines customer groups based on demographics, behavior, and interests for targeted content delivery, fostering deeper engagement.

• Visualizing Customer Journeys: WebEngage's journey designer optimizes the customer lifecycle, nurturing relationships with trigger-based campaigns and hyper-personalized messaging.

• Data-Driven Optimization: Real-time analytics empower brands to identify profitable cohorts and understand campaign performance.

How does this platform effectively leverage real-time analytics to provide immediate and comprehensive user insights for crafting targeted campaigns?

WebEngage utilizes real-time analytics to craft targeted campaigns through:

Real-time User Tracking: Monitoring user interactions across channels captures valuable data on actions, preferences, and engagement.

User Profile Creation: Powerful algorithms analyze data to reveal key demographics, behaviors, and interests, forming comprehensive user profiles.

Hyper-segmentation: Data-driven insights enable segmentation based on specific criteria, facilitating personalized messaging and highly targeted campaigns.

• Live Segments: Provide contextually personalized experiences across platforms over time.

• Static Lists: Execute one-off campaigns for a static user pool.

• Refreshing Lists: Automatically update lists based on user changes.

• Predictive Segments: Utilize AI and ML to identify future user activities, aiding in targeted campaigns..

Can you share insights into how businesses can effectively assess activity levels using RFM segmentation to tailor their strategies? Here's a concise explanation of RFM segmentation for tailoring marketing strategies:

• RFM Scores: Assign scores based on Recency (last purchase), Frequency (purchase behaviour), and Monetary Value.

• Customer Segments: Group customers based on their RFM scores to understand buying behaviours (example: High-value frequent buyers Vs. infrequent low-value customers).

• Targeted Strategies: Develop specific campaigns for each segment: Loyalty programs for high-value customers and re-engagement campaigns for less active ones.

• Continuous Optimization: Monitor segment performance and update RFM scores regularly to keep marketing efforts relevant and effective.

How does WebEngage utilize AI to enhance campaign impact by facilitating compelling content creation and identifying the optimal communication channels?

WebEngage leverages AI to supercharge brand campaigns and deliver results, taking the guesswork out of marketing:

• Personalized Content: Generative AI analyzes vast customer data to craft tailored content reflecting individual preferences and behaviors.

• Optimal Channel Selection: AI algorithms determine the most effective communication channels for specific customer segments, maximizing campaign impact.

• Timely Delivery: AI identifies the ideal timing for reaching each customer, ensuring messages land for maximum engagement.

• Automated A/B Testing: AI-driven A/B testing optimizes campaign elements, refining messaging and boosting performance effortlessly.

• Predictive Targeting: Predictive AI models segment customers beyond demographics, enabling precise targeting and tailored content delivery.

• AI-generated Messaging: WebEngage utilizes generative AI to produce personalized email and SMS content at scale, enhancing engagement rates.

• Engagement Prioritization: AI-powered engagement scoring prioritizes leads and tailors communication strategies based on interaction levels.

• AI-driven Recommendations: AI analyzes customer preferences to generate personalized product suggestions, boosting conversion rates.

Can you elaborate on how WebEngage's platform addresses the challenge of mitigating churn for businesses?

• Behavioral Segmentation: WebEngage goes beyond demographics to pinpoint customers showing signs of disengagement or discontent — prime candidates for churn.

• Automated Nudges: Act quickly with tailored triggers for specific behaviors or milestones. WebEngage sends personalized messages or offers to win back at-risk customers.

• Predictive Power: WebEngage's AI predicts churn risk by analyzing customer behavior, aiding in proactive retention efforts.

• Listen and Learn: Gather direct feedback from customers considering leaving to address underlying issues and prevent future churn.

• Optimize the Journey: Use WebEngage's journey builder to identify and streamline potential friction points, improving retention rates.

KINGSTON'S RECENT DEVELOPMENT OF INDUSTRIAL TEMP SOLID-STATE

DRIVES

By: Khalil Yazbeck Business Development Manager

– UAE, Kuwait, Qatar and Oman, Kingston Technology

Please provide an overview of Kingston's recent development in the field of solid-state drives (SSDs) and their relevance to the consumerization of IT?

Kingston's recent developments in industrial SSDs not only address the specialised needs of industrial applications but also contribute to the consumerization of IT by driving advancements in consumer-grade SSD technology. Through improved ruggedness, reliability, performance, and security features, Kingston's industrial SSDs set a precedent for consumer expectations, ultimately enhancing the quality and reliability of storage solutions available to consumers.

How do these industrial SSDs contribute to the broader theme of consumerization of IT?

Kingston's industrial SSDs contribute to the broader theme of consumerization of IT by providing highperformance, reliable, and easy-to-integrate storage solutions for consumer electronics. By bridging the gap between industrial-grade reliability and consumer-facing applications, Kingston enables the adoption of advanced storage technology in consumer devices, ultimately enhancing the overall consumer experience in the digital age."

Can you discuss the specific features of Kingston's industrial SSDs that make them suitable for consumerfacing applications?

Kingston provides robust support and warranty, offering engineering support and a limited three-year warranty for its industrial SSDs. This support structure ensures consumers can rely on Kingston's SSDs for their consumerfacing applications with confidence.

The combination of performance, reliability, compatibility, and support features makes Kingston's industrial SSDs ideal for integration into consumer electronics, meeting the high standards and demands of today's digital consumers.

Could you help us understand the current volume and growth of consumer demand for SSDs, memory cards, in the region.

The volume of consumer demand for SSDs and memory cards in MENA is on an upward trajectory, fuelled by factors like increased adoption of consumer electronics, digital transformation initiatives, growth in the gaming and entertainment industry, expansion of e-commerce, and awareness of technological advancements. Middle East and Africa Solid State Drives (SSD) Market to Grow at a CAGR of 11.9% to reach US$ 5,455.16 Million by 2029. This trend is expected to continue, presenting significant opportunities

for companies operating in the SSD and memory card markets in the MENA region

Could you elaborate on how Kingston maintains the quality and consistency of its hardware solutions within the region?

Kingston maintains the quality and consistency of its hardware solutions through controlled BOM and firmware, PCN support, engineering support, global coordination, and robust warranties. These practices ensure that Kingston delivers high-quality, reliable, and consistent hardware solutions to meet the needs of our customers.

And in what ways do Kingston's hardware solutions contribute to the growth and advancement of the IT sector globally?

Kingston's hardware solutions serve as catalysts for innovation, efficiency, and resilience within the IT sector, driving growth and advancement on a global scale. Whether it's through enabling faster data processing, ensuring system reliability, or fostering technological inclusivity, Kingston continues to play a vital role in shaping the future of IT.

Kingston Is With You!

NAVIGATING THE DATA LANDSCAPE: ARTISANAL DATA ANALYTICS VS. INDUSTRIAL DATA ANALYTICS

In today's data-driven world, the approach to data analytics plays a pivotal role in shaping business strategies and decision-making processes. I have witnessed the evolving landscape of data analytics, characterised by contrasting methodologies: artisanal data analytics and industrial data analytics. These two approaches offer distinct advantages and challenges, each catering to different needs in the realm of data analysis and interpretation.

Artisanal data analytics embodies a personalised and craft-like approach to data analysis. It focuses on tailoring analytical processes to specific business contexts, incorporating unique insights and nuanced interpretations. Much like an artisan crafting a bespoke masterpiece, artisanal data analytics delves deep into data intricacies, uncovering hidden patterns and correlations that may go unnoticed in standardised approaches.

One of the key benefits of artisanal data analytics is its ability to capture the context and complexities of data, providing a more holistic understanding of business challenges and opportunities. By leveraging advanced analytics techniques such as machine learning algorithms and predictive modeling, artisanal analytics empowers

organisations to make data-informed decisions with precision and foresight.

However, artisanal data analytics also presents challenges, particularly in scalability and resourceintensive efforts. The personalised nature of analysis requires significant expertise, time and resources, making it suitable for focused projects or specialised areas rather than large-scale data processing.

On the other hand, industrial data analytics represents a standardised and mass-produced approach to data analysis. It emphasises efficiency, scalability and automation in data processing, leveraging predefined algorithms and workflows to streamline analytical tasks. Industrial analytics excels in handling large volumes of data swiftly and consistently, making it ideal for routine data processing and real-time analytics applications.

I think, as a data analytics business owner it’s important to recognise the significance of blending these approaches strategically to deliver tailored and impactful data solutions for our clients. By harnessing the best of both worlds, we empower businesses to extract actionable intelligence from data while optimising resource utilisation and scalability.

The evolving landscape of data analytics calls for a nuanced understanding and strategic integration of artisanal and industrial data analytics methodologies. As we embrace data-driven strategies, let us leverage the craftsmanship of artisanal analytics and the efficiency of industrial analytics to drive innovation, growth and success in today's dynamic business environment.

REVOLUTIONIZING RETAIL WITH SEAMLESS PHYSICAL-DIGITAL INTEGRATION

How do you envision this transition shaping the future of consumer experiences?

Ombori's vision for Phygrid integration is set to revolutionize the future of consumer experiences. Phygrid seamlessly combines physical and digital interactions using cutting-ezdge technologies like AI, computer vision, and IoT. This integration aims to provide personalized and immersive experiences that engage consumers in innovative ways. Ombori envisions tailor-made products and services through AI and ML to enhance the shopping experience. IoT enables real-time personalized interactions, and blockchain ensures trust in transactions. The focus on sustainability and ethics aligns with consumer preferences for responsible brands. Conversational commerce and subscription models offer convenience and personalization. Interactive retail places a premium on in-store interactions, giving utmost importance to data security and privacy.

How does your platform specifically facilitate seamless interactions between physical retail spaces and digital interfaces, particularly in light of 5G's influence?

Our platform enables seamless interactions between physical retail spaces and digital interfaces by leveraging 5G technology. This high-speed, low-latency connectivity revolutionizes the consumer experience by enhancing real-time data processing and dynamic content delivery. With 5G, personalized experiences are streamlined, allowing for instant data processing and tailored product recommendations based on individual preferences. Interactive displays and digital signage respond in real time to user interactions, providing immersive experiences and informed purchase decisions. Contactless payments are facilitated securely, enhancing convenience and safety. Our platform transforms traditional retail spaces into dynamic, interactive environments, driving customer engagement, data insights, and business success.

How do you see these technologies evolving further with the widespread adoption of 5G, particularly in terms of real-time data processing and connectivity?

As 5G technology becomes more prevalent, significant advancements in AI, machine learning, AR, VR, and IoT are expected to reshape the retail sector. The increased bandwidth and lower latency of 5G networks will revolutionize real-time data processing and connectivity,

Integrator media had an exclusive interview with Andreas Hassellöf, CEO, Ombori

ushering in transformative developments in retail.

A notable area set for evolution is the use of AR and VR in retail. With 5G's enhanced capabilities, retailers can provide immersive AR/VR experiences to customers. This technology allows for seamless real-time rendering of highdefinition 3D content, enabling consumers to visualize products in their surroundings through AR overlays or engage in immersive VR experiences like virtual tryons. This interactive and realistic experience enhances the shopping journey, empowering consumers to make better purchase decisions and fostering stronger brand connections.

The transition to Phygrid focuses on integrating physical and digital aspects of retail. Could you elaborate on how this integration supports the omnichannel approach and what benefits it brings to both retailers and consumers? Phygrid's adoption signifies a substantial leap in merging physical and digital aspects within the retail sector, bolstering the omnichannel strategy. This integration is vital for ensuring a smooth and cohesive experience for both retailers and consumers at every interaction point. By providing a unified platform that connects online and offline channels, Phygrid simplifies the collection and analysis of data from various sources, like in-store interactions, website visits, mobile app usage, and social media engagement. This collated data empowers retailers to understand consumer behavior, preferences, and

buying patterns to customize the shopping journey.

Phygrid also supports omnichannel initiatives such as buy online, pick up in-store (BOPIS), and click-and-collect services, offering consumers convenient options that blend online shopping with in-store pickup. This approach enhances customer convenience, trims delivery costs, and streamlines inventory management for retailers.

How does Phygrid empower consumers while also boosting operational efficiency for retailers in this rapidly evolving landscape?

Phygrid revolutionizes retail for both consumers and retailers. For consumers, it offers instant access to product details, reviews, and recommendations in physical stores, empowering informed decisions and bolstering satisfaction. Seamlessly integrating physical and digital channels ensures a consistent shopping journey tailored to diverse preferences.

On the retail side, Phygrid enhances efficiency by providing real-time data insights, optimizing inventory, pricing, and marketing strategies based on consumer behavior. It streamlines operational processes like checkout, inventory tracking, and staff management, resulting in cost savings and improved productivity.

How do you see this rebranding contributing to enhancing brand recognition and customer engagement within the retail tech sphere?

Our rebranding to Phygrid demonstrates our dedication to innovation in retail technology, seamlessly connecting physical and digital experiences. This rebranding not only boosts brand awareness among retailers and consumers but also emphasizes our focus on unified solutions that support businesses in a competitive environment. It highlights our commitment to leading with technologydriven approaches, enhancing engagement, and attracting like-minded partners who share our vision. Phygrid stands as a sign of our proficiency and determination to deliver concrete advantages for businesses while improving the overall customer experience.

Can you provide insights into how Phygrid's platform addresses the demand for personalized experiences in retail, leveraging technologies like AI and machine learning?

Phygrid's platform meets the rising demand for tailored retail experiences through advanced technologies like AI and machine learning. By analyzing data from instore interactions and online browsing, Phygrid offers personalized product recommendations and tailored offers, surpassing conventional marketing methods. Its AI-driven system continually refines recommendations based on consumer interactions, ensuring a precise and relevant shopping experience. This approach boosts customer satisfaction, promotes repeat purchases, and fosters loyalty, driving business growth in retail.

CONTACTLESS PAYMENTS AND THE MOBILE WALLET REVOLUTION IN THE UAE

The Integrator recently conducted an exclusive interview with Eric Karobia, CEO of Whizmo, delving into the wave of innovation within the fintech sector in the region and exploring the UAE's positioning in the global market.

What steps has the UAE taken to anchor itself as a global business hub through its Fourth Industrial Revolution Strategy, and how does this align with its vision for a happy and sustainable society?

The UAE positions itself as a global business hub by aligning with the Fourth Industrial Revolution Strategy. Their ultimate objective is to craft a future where innovative technologies not only thrive but lead to delivering a happy and sustainable society. Driven by the vision to achieve economic security and future-proof the UAE’s financial infrastructure, the leadership of the UAE has always been the front-runner when embracing cuttingedge technologies. Decisive policy interventions, paired with keen adoption of avant-garde technologies, spawn new spaces ripe for fiscal ingenuity. This deliberate effort has resulted in creating an evident shift from traditional payment methods to a surge in adaptation of contactless, secure, seamless digital-first payment methods. Hence, changing and revolutionizing the way individuals and businesses conduct financial transactions.

How has the UAE emerged as a leader in contactless payments, and what factors have contributed to its success in this area?

With its pioneering strides in contactless payments, the UAE proudly maintains one of the highest penetration rates globally. Studies suggest over 80% penetration rate of all in-store point-of-sale transactions in the UAE is contactless. Led by government initiatives, high penetration of smartphones and adaptation to fastgrowing and evolving consumer needs, UAE is now a front runner in secure, seamless, and accessible contactless payment solutions.

With NFC Cards, Mobile payment services solutions like Apple Pay, Samsung Pay and Google Pay & Mobile money already accessible to UAE Consumers, wearables such as smartwatches and smart tags, and Smart QR Codes are also gaining a lot of adoption. This is paving the way to a truly contactless enhanced and secure payment experience.

Access to the latest and trending technology products and solutions is facilitating the UAE’s Mobile Wallet industry to gain momentum. Driven by the ubiquitous nature and high penetration rate of smartphones, the democratisation of financial services and the strong need for convenience, mobile wallets offer unmatched payment experiences. This will fuel the growth and evolution of mobile wallets into comprehensive financial services hubs enabling all financial services.

How do you foresee QR codes revolutionizing contactless payments, particularly in the context of the UAE's digital payment landscape?

For businesses, the adoption of contactless payment methods presents an opportunity to seamlessly integrate payments into their operational workflows, substantially reducing processing time and costs while elevating

customer experience and satisfaction. While mitigating the inherent risks associated with cash handling, mobile wallets empower businesses to harness data analytics, gaining insights into consumer behaviour. This, in turn, will facilitate personalized marketing initiatives, enhance customer experience, and increase revenue.

Data privacy, cyber security, interoperability, the need for a robust technology infrastructure and reliable internet connectivity will persistently emerge as key challenges in the future of digital payments. It will mandate concerted efforts and collaborative engagements between the stakeholders within the ecosystem to address these challenges and drive innovations.

How do you envision the future of contactless and mobile wallets in the UAE, and what role do you see them playing in shaping the region's financial landscape?

The future of contactless and mobile wallets in the UAE looks exceptionally promising. We can expect to see wider adoption, increased awareness and trust, and a surge of innovations that will reduce cost, amplify security, and enhance convenience. We can envision a future where mobile wallets become integral to practically every transaction, with most payments seamlessly transitioning to contactless transactions paving the way for a cultural transformation.

By riding this wave of innovation, the UAE positions itself at the forefront of shaping the future of finance in the region. The nation offers its residents and businesses a glimpse into a world where transactions are not just digital but seamlessly integrated, secure, and conducted with unparalleled ease.

Eric Karobia CEO, Whizmo

D-LINK HOSTS REGIONAL DISTRIBUTOR MEET 2024

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

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

The event was held at The Anvaya Beach Resort Bali, which is known for its luxurious accommodations, stunning ocean views, and top-notch amenities. D-Link’s top distributors were treated to a welcome dinner at Seasand Restaurant upon their arrival, which set the tone for the rest of the event. The

highlight of the event was the Excellence & Recognition awards ceremony, which celebrated the outstanding performance of the distributors, and recognized their remarkable contributions and collaborations with D-Link for over 30 years. The ceremony was followed by a culinary voyage at Pasar Senggol, Grand Hyatt Resort, Nusa Dua, where the attendees experienced authentic flavors and live entertainment amidst the enchanting ambiance of Bali.

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

Sakkeer Hussain, Director of Sales and Marketing, D-Link Middle East & Africa, said, "We are thrilled with the success of our Distributor Meet 2024 in Bali, Indonesia. It was a wonderful

opportunity to bring together our distributors from across the region and celebrate their achievements. We are grateful for their continued support, dedication, and commitment to our shared goals.

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

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

The networking leader gathers its top distributors in Indonesia to recognize excellence in business.

JUNIPER NETWORKS INTRODUCES NEW PARTNER ADVANTAGES LEVERAGING AI SOLUTIONS

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

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

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

Additional Juniper Partner Advantage 2024 program highlights include:

• Managed Network Provider Designation: Juniper

has transformed its managed service provider (MSP) designation, which saw a 44 percent growth in the number of partners receiving the designation last year, with new AI capabilities that can improve customer service and increase profitability for partners.

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

• Environmental Sustainability: As more customers require partners who are skilled with and committed to sustainability as a compliance imperative, Juniper amplifies partners’ driving sustainable outcomes through JPA.

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

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

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

VERTIV JOINS THE NVIDIA PARTNER NETWORK

Vertiv brings its high-density power and cooling infrastructure expertise to the NVIDIA Partner Network to better support adoption of accelerated computing and AI workloads

Vertiv now a Solution Advisor: Consultant partner in the NVIDIA Partner Network (NPN), providing wider access to Vertiv’s experience and full portfolio of power and cooling solutions.

NPN is a global program for technology partners who offer solutions built on or powered by NVIDIA technologies. Among leading software vendors, cloud service providers, solution providers, and system integrators, Vertiv joins the network to offer its expertise in addressing the unique infrastructure

challenges presented by accelerated computing. NPN provides access to a range of benefits, including technical support, training, and collaboration opportunities, helping partners deliver innovative solutions to their customers.

“Vertiv has collaborated with NVIDIA in research, development, and engineering for multiple years, designing innovative products and solutions that support the deployment of NVIDIA technologies globally,” said Giordano (Gio) Albertazzi, CEO at Vertiv. “We have combined our leadership in power and cooling solutions with NVIDIA’s cutting-edge platforms to help meet the demands of the most computeintensive applications and support the deployment of AI infrastructure across the globe. Now, we are collaborating to build state-of-the-art liquid cooling solutions for next-gen NVIDIA accelerated data centers powered by GB200 NVL72 systems.”

Vertiv’s high-density power and cooling solutions are designed to support the next generation of GPUs running the most compute-intensive AI workloads safely, at optimal performance and with high availability. Vertiv’s portfolio of liquid cooling technologies, such as Vertiv™ Liebert® XDU coolant distribution units, Vertiv™ Liebert® XDM split indoor chillers, and Vertiv™ Liebert® DCD rear-door heat exchangers, cover a wide range of application requirements. The Vertiv™ Geist™ rack power distribution units (PDUs) family has been extended to accommodate higher power draw within the rack, minimizing footprint while maintaining high efficiency.

ZOOM UNVEILS AI-POWERED COLLABORATION PLATFORM

Zoom Video Communications, Inc. announced Zoom Workplace, its AI-powered, open collaboration platform, and introduced new AI Companion expansions to help reimagine teamwork. Zoom’s latest products and features, including new AI Companion features for Zoom Phone and extended capabilities with Ask AI Companion, a refreshed look within the Zoom app, and more, will provide its customers with the all-inone AI-powered platform they need to power modern work. Zoom also announced customer experience enhancements to Zoom Contact Center, so businesses can strengthen customer relationships and leverage real-time AI-powered insights to improve live agent engagements.

“We have seen the positive impact that Zoom AI Companion has had on our business and our customers, transforming how we work by freeing

up precious time for collaborative teamwork,” said Smita Hashim, chief product officer at Zoom. “Zoom Workplace with AI Companion will help solve real customer problems by bringing the core collaboration solutions into a single AI-powered platform to help improve productivity, efficiency, and the overall workday, all within the Zoom experience users trust and love.”

DRIVE IMPACT WITH AI COMPANION

Zoom continues to elevate AI within its platform, helping users harness their productivity directly within their existing workflows, enhancing employees’ skills, and empowering teams to focus their time where it matters. Zoom’s latest AI Companion innovations will include Ask AI Companion, an enhancement of the digital assistant that will help users prepare for their workday across Zoom Workplace, plus AI Companion for

Zoom Phone and additional capabilities for Team Chat and Whiteboard. All AI Companion features will continue to be included at no additional cost with the paid services in eligible Zoom user accounts.

Ask AI Companion will provide a new way to interact with AI Companion across the Zoom platform. Users can enhance their productivity and be better prepared for their workday with Ask AI Companion, which will gather, synthesize, and share information from Zoom Meetings, Mail, Team Chat, Notes, Docs, and more. Ask AI Companion will also help prepare users for and recap meetings, show relevant action items, draft agendas, and summarize chat and email threads, as well as documents. In a later release after the initial launch, Ask AI Companion will be able to pull relevant content from select third-party applications (if the customer chooses to enable them) to be even more helpful.

VOLVO CARS RECONFIRMS ITS COMMITMENT TO SUSTAINABILITY WITH NEW AMBITIONS AND A FOCUS ON BIODIVERSITY

Volvo Cars is expanding its sustainability strategy, setting new ambitious goals for 2030 and 2040. The company is also boosting its focus on biodiversity, and by 2025, the company aims to have 100 per cent of its debt linked to its Green Financing Framework or in a sustainability-linked format. This pledge comes on the heels of a landmark partnership between Volvo local partner, Al-Futtaim Group and COP28 last year, where the group was named Strategic E-Mobility Partner for the historic global gathering.

Al-Futtaim Group’s participation at COP28 is a resounding testament to its dynamic leadership across core economic sectors in the UAE and the group’s long-standing commitment to sustainability. Al-Futtaim Automotive, one of the major divisions of the Al-Futtaim Group, has an ambition to deliver 50% new energy vehicles (NEVs) and install 10% of the charging stations in the UAE by 2030.

NET ZERO GREENHOUSE GAS EMISSIONS BY 2040

Volvo Cars’ aim now is to reach net zero greenhouse gas emissions by 2040. This expands upon our previous ambitions of being climate neutral by 2040 and clarifies the company’s intention to use carbon removals only to mitigate any unavoidable emissions. The company’s first priority remains to reduce real emissions before turning to carbon removals and encourages its suppliers to do the same.

This will be underpinned by an ambition to achieve 100 per cent green debt or sustainability-linked financing of assets by 2025 – in recognition of the fact that finance plays a critical role in advancing sustainable development.

2030 is a milestone year for the company. By then it plans to be a fully electric car company while also aiming

to reduce CO2 emissions per average car by 75 per cent compared to its 2018 baseline. The company believes that through a combination of only selling fully electric cars and reducing emissions by 30 per cent from both its supply chain and operations per average car, it will be on track to meet the CO2 reduction goals.

WORKING TOWARDS BECOMING A CIRCULAR BUSINESS BY 2040

At Volvo Cars, embracing the circular economy has been in focus since 2019. Recycled material already comprises a larger proportion of materials in newer Volvo cars than ever before. For example, nearly 25 per cent of all aluminium in the Volvo EX30 is recycled while approximately 17 per cent of all steel and plastic in the car comes from recycled sources as well.

Volvo Cars aims to use 30 per cent average recycled content across its fleet by 2030, and for new car models released from 2030 to contain at least 35 per cent recycled content. The company is also striving to ensure that by 2030, 99 per cent of all its waste is either reused or recycled compared to recycling 94 per cent of global production waste in 2022.

STRIVING TO BE NET POSITIVE AND TO CONTRIBUTE TO A NATURE POSITIVE FUTURE

To uncover how Volvo Cars’ actions affect biodiversity, the company conducted an impact assessment using production and sales data from 2021, to estimate its annual biodiversity footprint using the ReCiPe model. Using the findings as a baseline, Volvo Cars is now setting

a long-term ambition to strive to be net positive across its value chain and to contribute to a nature positive future.

HELP PROTECT PEOPLE’S LIVES WITHIN AND BEYOND THE VALUE CHAIN

Volvo Cars wants to have a positive impact on society. The company has for example taken steps to help protect people by focusing on its injury rate (LTCR). The current injury rate (LTCR) is 0.07, an industry-leading effort, but the goal is to further reduce the workplace injury rate to 0.02 by 2030. Throughout its value chain, Volvo Cars is also working hard to help safeguard human rights through risk-based due diligence processes to trace, identify, assess and address human rights risks.

AL-FUTTAIM TRADING ENTERPRISES JEEP, DODGE AND RAM PRESENTS UNMATCHED OFFERS

Al-Futtaim Trading Enterprises Jeep, Dodge and RAM has launched a host of exciting offers across all brands this Ramadan season. From now until Eid, those looking for a new vehicle can enjoy a variety of exclusive benefits when purchasing a Jeep, Dodge or RAM.

DODGE

The Dodge Charger GT Black Edition can be purchased for only AED 2,699 per month with two years’ service, free registration, 5-year warranty and 5-year roadside assistance.

Performance driven and impossible to ignore on the road, this edition of the fierce four-door muscle car includes special accents including Blacktop Special Edition IP Badge, Gloss Black Dashboard Trim Rings and Black Dodge Grille Badge as well as elevating the vehicle’s exterior even further with Black Charger Exhaust Tips and Black Performance Spoiler.

JEEP

The 2024 Jeep Wrangler Range reimagines adventure this Ramadan, customers can make the most of up to AED 10,000 trade support, free registration, free three years’ service, 5-year warranty and roadside assistance. The Wrangler range starts at AED 2,999 per month on hire purchase.

With a focus on innovation and performance, the 2024 Wrangler comes equipped with a powerful 2.0L Turbocharged engine, elevating its capabilities both on and off the road.

RAM

Experience true capability this Ramadan, with the RAM 1500 Range, now with 0% interest rate finance (for 3 Years) during Ramadan, starting from only AED 3,599 per month, plus five years’ free service & maintenance, warranty and roadside assistance, plus free registration. Drive the most luxurious truck in its class, equipped with leather-trimmed seating options, exceptional legroom and storage, plus the tech you expect from a premium pick-up truck. The 5.7L HEMI® V8 engine with eTorque Mild Hybrid Technology System blends performance-enhancing and efficient technologies.

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