Channel Post MEA October Issue 2025

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Editor, Magazine

Innovation, Legacy, and THE ROAD TO GITEX 2025

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s the region gears up for another transformative edition of GITEX, this issue of our magazine brings together stories that highlight the pulse of the Middle East’s ever-evolving technology and IT channel landscape. From pioneering digital platforms to marketing ingenuity and industry veterans who shaped the foundations of today’s ecosystem, the features in this edition reflect both legacy and innovation.

Our cover story spotlights TEXUB, the Dubai-headquartered digital B2B marketplace for IT and Consumer Electronics, which is rapidly redefining the way technology trading is done. With its subscription-free digital distribution model, TEXUB is breaking down barriers in a market where cost-efficiency, transparency, and speed are crucial. Positioned at the crossroads of global trade, TEXUB isn’t just offering a platform—it’s carving a distinct niche that empowers IT businesses to scale in an increasingly digitalfirst economy.

“The Middle East technology sector is not only embracing the future but shaping it—driven by innovation, collaboration, and reinvention.”

We also turn our attention to GITEX 2025, the region’s largest tech stage, which once again promises to be a gathering of global innovators, thought leaders, and industry disruptors. Our second feature captures insights from industry players who share why GITEX continues to matter, what it means for their businesses, and how they are preparing to showcase the next wave of technologies that will shape enterprises and societies.

Marketing takes center stage in our third feature, where we explore how brand storytellers and marketeers are raising the bar at GITEX Dubai. In an environment where competition for attention is fierce, creativity alone is not enough. Companies are weaving together data-driven strategies, regional relevance, and immersive experiences to leave lasting impressions. This feature offers a behind-the-scenes look at how campaigns are being crafted to resonate with diverse audiences while amplifying brand identity on a global platform.

Finally, we celebrate the journey of the three pioneering IT channel leaders who have been at the heart of Dubai’s transformation from a traditional IT trading hub to a global technology powerhouse. With more than three decades of experience each, their stories are not just about business growth but also about resilience, foresight, and contribution to an ecosystem that continues to thrive and evolve.

Together, these stories underscore a powerful narrative: the Middle East technology sector is not only embracing the future but also shaping it—driven by innovation, collaboration, and a relentless spirit of reinvention.

ELITSER TECHNOLOGIES ENHANCES REGIONAL CAPABILITIES WITH ADVANCED NOC, SOC, AND AI SERVICES

AI-DRIVEN MARKETPLACE TEXUB IS RESHAPING CROSS-BORDER TRADE WORLDWIDE ELEVATING BRAND PRESENCE AT GITEX 2025

HP TO LEAD THE FUTURE OF WORK AT GITEX 2025

ROBLOX EXECUTORS: IT’S ALL FUN AND GAMES UNTIL SOMEONE GETS HACKED

EXPLORE A MORE INTELLIGENT FUTURE” WITH GBM AT GITEX 2025

PURE STORAGE CHAMPIONS DATA SOVEREIGNTY & AI INNOVATION IN THE MIDDLE EAST

CHANNEL PIONEERS: 30 YEARS OF

ESET Exposes Two Android Spyware Campaigns in the UAE

ESET Exposes Dual Android Spyware Campaigns Targeting UAE Users

ESET researchers have uncovered two Android spyware campaigns— ProSpy and ToSpy—that target users in the UAE by impersonating secure communication apps Signal and ToTok.

Distributed through fake websites and social engineering, the spyware is not available on official app stores but instead requires manual installation from malicious APKs. ProSpy, discovered in June 2025, disguises itself as a “Signal Encryption Plugin” or “ToTok Pro,” stealing contacts, SMS, device data, chat backups, and media files. ToSpy, active since 2022, mimics the discontinued ToTok app and is delivered via fake websites, including one that copies the Samsung Galaxy Store.

Both families persist on infected devices and continuously exfiltrate sensitive data. ESET warns that UAE residents are the primary targets and urges users to avoid unofficial downloads and stay vigilant.

Pure Storage Advances Cyber Defense with New Capabilities

Pure Storage has introduced major innovations to its platform, delivering stronger cyber resilience through deeper partner integrations and native threat detection at the storage layer. Unlike fragmented, multi-vendor security models, Pure’s unified approach enables organizations to proactively detect, respond, and recover from attacks without gaps in protection.

Key updates include real-time threat detection with CrowdStrike Falcon Next-Gen SIEM, file and user monitoring with Superna, adaptive recovery with Veeam, and new Pure Protect Recovery Zones for clean, isolated environments. Together, these solutions transform storage into an active security layer that stops attacks before they spread.

“The Pure Storage platform transforms your global storage environment into an Enterprise Data Cloud, supporting your AI and data security strategies,” said Charles Giancarlo, Chairman and CEO, Pure Storage.

NTT DATA and AWS Partner to Deliver AI-Powered Contact Center Solutions

NTT DATA has signed a Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS) to deliver AI-powered, industry-specific contact center solutions built on Amazon Connect. Central to the partnership is the launch of Managed Customer Experience (MCX) for Connect, a modular platform that accelerates CX transformation by combining NTT DATA’s decades of expertise with AWS’s cloud-native capabilities.

The platform integrates voice and digital channels, analytics, AI-enabled services, and seamless CRM and ITSM integrations, enabling faster time-tovalue and more personalized customer engagement.

“This capability was proudly built by our talented team in South Africa and is now being scaled globally—an outstanding example of the innovation and capability we have locally,” said Lauren Wortmann, Vice President Applications, NTT DATA Middle East and Africa. “By modernizing contact centers, we’re transforming both efficiency and customer outcomes.”

AmiViz Showcases Advanced Cybersecurity Innovations at GITEX 2025

AmiViz will take center stage at GITEX 2025 from October 13–17 at the Dubai World Trade Centre, located in Cyber Valley – Hall 24, Stand A65. The company will showcase a broad portfolio of advanced cybersecurity solutions through its ecosystem of global partners.

“GITEX is where the region’s technology leaders converge, and this year, we’re bringing our strongest line-up yet,” said Ilyas Mohammed, COO, AmiViz. “Our stand demonstrates cutting-edge technologies and highlights how strategic collaborations deliver tangible results for organizations facing complex digital threats.”

Visitors can engage in hands-on demos and discussions with experts from partners including ZeroFox, PhishRod, AlgoSec, Fidelis Security, Intercede, Bitsight, Cequence Security, EfficientIP, Kiteworks, NEOX Networks, Titania, Ivanti, Securonix, and Safe Decision. The showcase will provide practical insights into adaptive security strategies and the future of cybersecurity.

Saudi Arabia First to Host Complete SAP Business Network in the Cloud

SAP has announced the public sector deployment of the full SAP Business Network in Saudi Arabia, hosted on Google Cloud, making the Kingdom the first country to run the complete suite of SAP Business Network solutions in a cloud environment that ensures local data residency and global interoperability.

The deployment includes SAP Business Network Commerce Automation and will expand to Supply Chain Collaboration by Q4 2025, complementing existing solutions for logistics and asset collaboration. The federated architecture allows Saudi government entities to securely transact with global suppliers while maintaining in-country data storage and compliance with national regulations (CCC-2020).

“Saudi Arabia is setting a global benchmark for sovereign digital transformation,” said Muhammad Alam, Executive Board Member, SAP SE. “This deployment strengthens procurement, operations, and partnerships while ensuring full compliance with national standards.”

Early adopters, like Saudi Awwal Bank, report improved efficiency, transparency, and governance in procurement processes.

Omnix International Showcases Digital Twin Innovations at Kingdom Digital Twin 2025

Omnix International will participate in the 4th Annual Kingdom Digital Twin 2025 Conference in Riyadh on October 7, themed “Revolutionizing Industries with Digital Twin.” The event will explore how Digital Twin technologies are transforming design, construction, operation, and maintenance across sectors.

At the conference, Omnix will highlight its strategic partnership with Unity, delivering next-generation Digital Twin, AR/VR, and immersive 3D solutions for industries including AEC, Oil & Gas, Manufacturing, Energy, Utilities, and Government.

“Saudi Arabia is making remarkable strides in its digital transformation journey. This conference provides a platform to connect with industry leaders, share success stories, and reinforce our commitment to driving innovation in the Kingdom,” said Walid Gomaa, CEO, Omnix International.

Omnix will also showcase Reality Capture, Scan-to-BIM, and Metaverse solutions, emphasizing improved efficiency, predictive maintenance, sustainability, and optimized project lifecycles.

Dell Technologies Unveils Advanced Private Cloud Infrastructure for Modern Workloads

Dell Technologies has introduced enhancements to its private cloud infrastructure, enabling organizations to manage both traditional and modern workloads with greater speed, efficiency, and security. Delivered through the Dell Automation Platform, customers can deploy on-premises or SaaS solutions, automate infrastructure management with AI-driven tools, and scale private cloud deployments using Dell disaggregated infrastructure including PowerStore, PowerFlex, and PowerMax.

Integration with Dell NativeEdge extends secure, simplified operations across distributed cloud and edge environments. PowerStore provides high-performance, enterprise-grade storage optimized for virtualization and containers, soon supporting Nutanix Cloud Platform for added deployment flexibility. PowerFlex Ultra introduces the Scalable Availability Engine to simplify workload management, while PowerMax enhances missioncritical performance, automation, and security with Kubernetes integration. These advancements give enterprises robust, flexible, and intelligent private cloud solutions for modern digital transformation initiatives.

Mindware Expands East Africa Presence with Strategic Global Partnerships

Mindware has announced strategic partnerships with Forcepoint, Citrix, Ubiquity, Everfox, and Eaton, expanding its footprint in East Africa and enabling organizations to access leading solutions in cybersecurity, digital workspaces, networking, and power management.

Since launching operations in the region six months ago, Mindware has tripled its vendor portfolio and doubled active transacting partners. The distributor is running weekly training and enablement sessions to upskill partners and drive adoption.

“These partnerships underscore Mindware’s commitment to bridging global innovation and local needs,” said Spiros Rafailovits, Territory Manager, East Africa. “By empowering partners with tools, training, and support, we help organizations across Kenya, Uganda, Tanzania, Rwanda, and Ethiopia enhance resilience, efficiency, and competitiveness.”

Mindware will also roll out roadshows, workshops, and certification programs to accelerate digital transformation and technology adoption across East Africa.

KnowBe4 Joins Microsoft Security Store Partner Ecosystem

KnowBe4 has been included in the Microsoft Security Store Partner Ecosystem, recognized for its expertise with Microsoft Security technologies, feedback on cutting-edge features, and strong collaboration with Microsoft.

“We are honored to be a launch partner for the Microsoft Security Store Partner Ecosystem,” said Stuart Clark, SVP of Product Management, KnowBe4. “This collaboration enables us to deliver our AI-powered human risk management platform directly through Microsoft’s trusted marketplace, helping customers build robust, integrated cyber defense strategies.”

KnowBe4 will work closely with Microsoft to shape the store’s development, providing certified offerings and AI agents that integrate seamlessly with Microsoft Security products. The Security Store simplifies discovery, deployment, and billing, enabling organizations to streamline operations, accelerate adoption, and enhance security outcomes with vetted, interoperable technologies.

Mitsumi and Samsung Showcase B2B Innovations to Transform UAE Logistics

Mitsumi Distribution and Samsung Gulf Electronics hosted “Revolutionizing Fleet Management and Warehouse Efficiency: Samsung B2B Innovations for Transport & Logistics,” bringing together executives, operations directors, and IT leaders from the UAE logistics sector. The event highlighted how Samsung rugged devices and the Samsung Knox security platform enhance efficiency, safety, and cost savings across fleets and warehouses.

“Many logistics companies and SMEs still rely on manual processes, lacking real-time tracking,” said Manoj Patt, Business Unit Head, Mitsumi Distribution. “Our goal is to provide localized support, enabling companies to modernize operations and turn challenges into competitive advantages.”

Live demonstrations showcased Galaxy Tab Active tablets, XCover smartphones, Knox Manage, and Knox Capture, translating technology into measurable business outcomes such as optimized routes, reduced fuel consumption, and minimized order fulfillment errors. Panel discussions and simulations underscored digital transformation strategies for the UAE’s logistics industry.

R&M Awarded EcoVadis Gold Medal for Sustainability Excellence

R&M has received the EcoVadis gold medal for sustainability, recognizing high ecological, social, and ethical standards. The accolade places R&M among the top four percent of all companies rated, and in the top three percent of cable and network technology manufacturers evaluated in the past year.

“R&M achieves outstanding results in all sustainability criteria,” said Dr. Roger Baumann, CEO, R&M. “The award underscores that our ‘Connecting the Planet’ program is credible, transparent, and effective.”

The company has enhanced CO2 emissions tracking, waste measurement, and compliance programs across all business areas. “The gold medal reflects exceptional teamwork and our holistic approach across environment, people, ethics, and circular economy,” added Jonas Güresir, COO and Sustainability Officer. R&M remains committed to continuous improvement and advancing the UN Sustainable Development Goals.

Dragos Launches Platform 3.0 to Accelerate OT Cybersecurity Response

Dragos has released Dragos Platform 3.0, introducing enhanced capabilities to help industrial defenders respond faster and more confidently to escalating cyber threats. Central to the update is the Insights Hub, which consolidates risk-weighted vulnerability, asset, and threat alerts into a single prioritized view, enabling operators to make quicker, smarter decisions.

AI-enhanced vulnerability processes accelerate analysis, delivering the industry’s most accurate OT contextualized insights. New deployment options, including smaller footprints and expanded active collection, extend protection to air-gapped and remote sites while reducing operational complexity and costs.

“The cost of inaction is too high in OT. Dragos Platform 3.0 gives defenders the visibility, speed, and confidence they need to reduce risk before incidents escalate,” said Robert M. Lee, CEO and co-founder, Dragos. Simplified management and integrated workflows help organizations build operational resilience across critical industrial environments.

Darktrace Launches Industry-First Automated Cloud Forensics Solution

Darktrace has launched Darktrace / Forensic Acquisition & Investigation, the first truly automated cloud forensics solution, designed to provide security teams immediate access to forensic-level data and critical context across hybrid, multicloud, and on-premises environments. The solution captures and analyzes host-level evidence—including disk, memory, and logs—at the exact moment a threat is detected, even from ephemeral assets like containers or serverless workloads.

Investigations can be triggered by Darktrace or existing cloud security tools, ensuring teams can respond quickly to threats without losing critical evidence.

Unlike traditional point solutions that rely on manual snapshots or agents, Darktrace leverages cloud APIs to begin

investigations instantly, preserving volatile data and reconstructing attacker behavior in real time. This provides actionable insights to shorten investigation times from days to mere minutes, a crucial advantage as over 40% of organizations report suffering significant damage from uninvestigated cloud alerts.

“Cloud adoption has unlocked extraordinary opportunities for innovation but has also created new challenges and blind spots for security teams,” said Connie Stride, Senior Vice President of Product, Darktrace. “By bringing pioneering forensic technology into the Darktrace platform, we’ve combined industry-leading cloud detection, autonomous response, and automated forensics in one place. This transforms how organizations can defend the cloud—delivering forensic-level clarity in minutes and empowering security teams to respond decisively against modern threats.”

The solution can be deployed as a standalone product to support SOC and incident response teams or integrated with the Darktrace ActiveAI Security Platform for end-to-end threat detection, response, and investigation. When paired with Darktrace / CLOUD, organizations gain a complete security workflow that combines real-time detection, automated response, and forensic acquisition, ensuring threats are contained while evidence is preserved for investigation and remediation.

Enhanced capabilities also include intuitive cloud architecture diagrams for easier interpretation of complex environments and expanded detection of advanced attacker techniques, such as lateral movement, privilege escalation, and commandand-control activity. By uniting threat detection, response, and automated forensics, Darktrace shifts cloud security from reactive and fragmented to fast, automated, and context-rich, allowing organizations to leverage cloud innovation securely and confidently.

PPDS Partners with FVC to Boost Philips Professional Displays in MEA

PPDS, the exclusive global provider of Philips Professional Displays, today announced a new strategic distribution partnership with FVC, extending its reach and strengthening its footprint across the Middle East and parts of North Africa.

Through this agreement, FVC will represent and distribute the full PPDS portfolio, including the latest Philips digital signage, direct view LED displays, and professional TVs, bringing world-class AV solutions to customers across multiple sectors. Targeted industries range from corporate, education, government, and defense to retail, hospitality, and healthcare.

K.S. Parag, Managing Director at FVC, commented: “Partnering with PPDS to bring the full Philips Professional Displays portfolio to the MEA region is a significant milestone for us. From advanced digital signage and LED solutions to professional TVs, this collaboration enables us to deliver a wider range of world-class AV technologies with seamless integration and reliability. With PPDS’ innovation and our strong partner ecosystem, we are confident of creating new opportunities for our customers and driving meaningful growth across multiple industries.”

Wim De Geest, Executive Director MEA at PPDS, added: “We are delighted to be working with FVC, a distributor that shares our passion and proactive approach to delivering best-in-class AV solutions. From our very first discussions, it was clear that FVC’s expertise and network would be invaluable in helping us expand our presence in the Middle East. Together, we will extend significant value and support to our partners and customers in the region.”

As part of the agreement, FVC will establish satellite PPDS Studio Hubs at its demo centers in Dubai and Riyadh, providing dedicated spaces for system integrators and customers to explore the latest Philips Professional Displays solutions first-hand. These hubs form part of PPDS’ global Studio network,

designed to connect local markets with international resources and expertise, ensuring seamless collaboration, solution design, and customer engagement.

Jae O Choi Park, Head of Commercial EMEA at PPDS, concluded: “By combining our new partnership with FVC and the introduction of PPDS Studio Hubs in Dubai and Riyadh, we are strengthening connections between local markets and our global innovation network. These spaces will give integrators and customers the opportunity to experience our Philips Professional Displays first-hand and be inspired by the possibilities our total solutions can bring.”

Presight and Shorooq Launch $100M Global AI Fund

Presight and Shorooq have announced the launch of the Presight-Shorooq Fund I, a $100 million global AI innovation fund aimed at backing the next generation of transformative AI startups. The fund will invest in ventures leveraging artificial intelligence, machine learning, and advanced data analytics to reshape industries and solve pressing global challenges.

His Excellency Mansoor Al Mansoori, Vice Chairman of Presight, said: “Abu Dhabi stands at the forefront of global AI innovation. The Presight-Shorooq Fund ushers in a new era where the world’s most promising AI startups will not only secure capital from Abu Dhabi but also tap into the

UAE’s unmatched ability to implement transformative AI solutions for communities worldwide.”

The fund, established in the Abu Dhabi Global Market, brings together principal investors and technology pioneers to provide strategic capital, mentorship, and access to global markets. Portfolio companies will benefit from Presight’s AI and big data expertise, Shorooq’s investment acumen, and access to Presight’s international customer network, including the UAE and G42 ecosystems.

Thomas Pramotedham, CEO of Presight, added: “Beyond funding, the unique value of the fund lies in infrastructure and distribution access. Entrepreneurs from Silicon Valley to Southeast Asia will gain the tools, markets, and guidance needed to scale AI solutions quickly and responsibly.”

Mahmoud Adi, Founding Partner of Shorooq, emphasized: “This partnership unites Middle Eastern capital and expertise with global innovators. We are reinforcing that the Middle East is a driving force in the AI revolution, providing not just funding but long-term strategic support to scale high-impact AI solutions worldwide.”

The fund will support companies at various stages and focus on areas including smart cities, energy, fintech, AI/ML, AR/VR, GameDev, Industry 4.0, and deep tech. Beyond capital, portfolio companies will gain access to Presight’s infrastructure—cloud compute, GPU resources, and secure data environments—paired with Shorooq’s network of mentors, partners, and strategic markets across the Middle East, North Africa, Asia, and beyond.

The Presight-Shorooq Fund I positions Abu Dhabi as a hub for global AI innovation, bridging visionary founders with the resources, expertise, and markets needed to accelerate the future of AI.

General Assembly Bahrain Hosts Fourth Tech Hire Career Fair

General Assembly Bahrain has once again reinforced its commitment to building a future-ready workforce by hosting the fourth edition of its Tech Hire Career Fair, connecting graduates with 14 leading employers across software engineering, data analytics, UX design, and other technology domains. The event highlighted Bahrain’s growing prominence as a regional hub for tech talent, providing a high-impact platform for graduates to engage directly with top-tier employers.

The career fair was held in collaboration with strategic partners The Labour Fund (Tamkeen) and the Bahrain Institute of Banking and Finance (BIBF), offering diverse opportunities for GA graduates. Roles included Full Stack Developer, Backend Developer, Research and Data Analyst, and UX Designer, spanning startups, international firms, family businesses, and government initiatives. All training programs completed by participants were fully supported by Tamkeen, reflecting the fund’s 2025 strategic priorities of workforce competitiveness, enterprise growth, digitization, and sustainability, while supporting the broader ecosystem surrounding Bahrain’s labor market and private sector.

Ahmad Fakhr, Outcomes and Partnerships Manager at GA Bahrain, commented: “The success of this edition reflects our deep commitment to equipping Bahrainis with future-ready skills and connecting them to meaningful career opportunities. Our graduates demonstrated both technical and professional readiness, which is exactly what we strive for — to make Bahrainis the preferred choice in the digital job market.”

Marwa Al Eskafi, Director for Workforce, Enterprise, and

Startup Enablement at Tamkeen, added: “Tamkeen is proud of its strategic partnership with General Assembly Bahrain. Together, we have enabled Bahraini talents to access futurefocused jobs and strengthened the competitiveness of our national economy.”

The event took place at BIBF’s campus, which serves as the permanent training location for GA Bahrain, reflecting the strong collaboration between the two institutions. This partnership continues to advance digital and professional education in the Kingdom, ensuring that Bahraini graduates are equipped with the skills and opportunities needed to thrive in a rapidly evolving technology-driven economy.

With this fourth edition of the Tech Hire Career Fair, GA Bahrain demonstrates its ongoing dedication to bridging the digital skills gap and empowering the nation’s workforce for the demands of tomorrow.

ELITSER TECHNOLOGIES ENHANCES REGIONAL CAPABILITIES WITH ADVANCED NOC, SOC, AND AI SERVICES

Jignasu Rathod, CEO & MD of Elitser Technologies, highlights the company’s regional expansion with a Saudi office, enhanced NOC and SOC services, a dedicated AI division, and ISO certifications, positioning Elitser as a trusted digital transformation partner.

“Elitser stands apart by translating technology into measurable outcomes.”

What is the strategic focus of Elitser Technologies’ participation at GITEX 2025, and how does this align with your vision for the regional IT market?

At GITEX 2025, our strategic focus revolves around the “5 Forces” — Visibility, Resilience, Efficiency, Adaptability, and Collaboration. These are not just themes; they’re the core pillars driving modern IT strategies. For Elitser, this framework enables us to position technology as more than just an enabler — it becomes a true accelerator of business growth.

GITEX offers an ideal platform to demonstrate how our integrated solutions help enterprises orchestrate their IT environments like a symphony — where every function works in harmony to deliver tangible outcomes.

How has your partnership with ManageEngine evolved?

Our 20-year partnership with ManageEngine has evolved into a cornerstone of our IT management offerings. As one of the few vendors providing an end-to-end IT management suite under one umbrella, ManageEngine allows us to deliver enterprise-grade outcomes at scale.

Elitser complements this with a full-service ecosystem — from consulting and implementation to customization, training, and managed services — powered by a team of 80 certified professionals. In a region where digital transformation is accelerating, our synergy ensures that clients receive tailored, future-ready solutions, not

just tools.

Which key solutions will Elitser showcase at GITEX to address regional IT challenges?

At GITEX, we’ll showcase solutions that address today’s most urgent IT challenges — including observability, IT service automation, identity management, and cybersecurity resilience. Enterprises in the region are asking: How do we secure hybrid workforces? Maintain business continuity? Use AI without increasing complexity? We’re bringing answers that replace chaos with clarity, demonstrating how technology can turn challenges into sustainable competitive advantages.

How does Elitser plan to differentiate itself in a competitive IT services landscape?

In a crowded IT services market, differentiation comes from insight, not noise. Elitser stands apart by translating technology into measurable outcomes. While others sell tools, we deliver the forces of transformation — helping businesses enhance visibility, resilience, adaptability, and collaboration.

Our value lies in empowering clients with the confidence that IT will work for them, not the other way around.

What are the key highlights of Elitser Technologies’ recent growth and expansions?

Elitser has seen strong regional growth, highlighted by a new Saudi office and expanded NOC and SOC services from India, offering 24/7 support and advanced threat monitoring. Responding to rising demand, a dedicated AI and automation division has been launched. Achieving ISO 20000 and ISO 27001 certifications reinforces Elitser’s commitment to quality

and information security.

These milestones position the company not merely as a technology provider but as a trusted strategic partner, enabling enterprises across the Middle East to advance digital transformation, strengthen cybersecurity, and leverage intelligent automation for operational efficiency and innovation.

What are your business priorities for the next 12 to 18 months, and how do events like GITEX contribute to achieving those goals?

Our priorities over the next 12 to 18 months are clear: growth, strength, and innovation. That means expanding our footprint, deepening our cybersecurity and managed services, and infusing AI into our portfolio for even more outcomedriven solutions.

GITEX plays a pivotal role in this journey. For us, it’s more than an event — it’s the tech epicenter of the region, where we engage clients, forge new relationships, and re-energize our mission. It’s our annual reset — a space to connect, learn, and fuel progress.

With increasing demand for IT management, security, and automation, how is Elitser leveraging its partnership with ManageEngine to meet these needs in the region?

Demand for integrated IT solutions in the Middle East is rising rapidly. Organizations seek partners who simplify complexity and deliver confidence. That’s where our long-standing partnership with ManageEngine comes in. Think of ManageEngine as the engine, and Elitser as the pilot — we know the terrain and how to navigate it. From zero-trust frameworks and automated service delivery to actionable IT insights, our joint offerings empower enterprises not just to manage change — but to lead it.

PETER OGANESEAN

Managing Director

HP Middle East

“At GITEX 2025, our goal is not just to highlight innovation, but to demonstrate practical benefits that help people and organizations work more effectively every day.”

HP TO LEAD THE FUTURE OF WORK AT GITEX 2025

Peter Oganesean, Managing Director for the Middle East and East Africa at HP, highlights that at GITEX 2025, HP will showcase “Leading the Future of Work,” spotlighting AI PCs, hybrid collaboration, security, and sustainability. The brand reinforces its commitment to digital transformation, innovation, and regional growth.

security, adopt more sustainable practices, or unlock the potential of AI, we see these themes not as short-term trends, but as priorities that shape everything we do.

What new products, solutions, or innovations can visitors expect from HP at GITEX 2025?

What are HP’s key focus areas and themes for GITEX 2025?

At GITEX 2025, we are focused on showing how technology can make work more seamless and supportive. Under the theme “Leading the Future of Work,” our booth brings together devices, solutions, and services into one connected experience. Visitors will see how AI is shaping the next generation of PCs, how Poly solutions create more natural collaboration, and how print and retail technologies are evolving. For us at HP, the goal is not just to highlight innovation, but to demonstrate practical benefits that help people and organizations work more effectively every day.

How is HP aligning its GITEX presence with regional priorities like AI, sustainability, and digital transformation?

AI, sustainability, digital transformation, and security are central to our strategy in the Middle East. The region is making remarkable progress in each of these areas, from national AI initiatives to ambitious sustainability targets and wide-scale digital transformation programs. Our role is to support that momentum with technology, services, and partnerships that enable lasting impact. Whether it is helping organizations strengthen

Our focus is on the future of work, and our presence at GITEX 2025 reflects this. AI PCs form a core part of that vision, with built-in intelligence that adapts to different ways of working while keeping security front and center. Poly solutions show how hybrid meetings can feel more natural and connected, and advances in printing continue to support productivity across a wide range of roles. We are also highlighting retail solutions and HP Dimension with Google Beam, developed with Google, which signal new possibilities for communication and collaboration.

How is HP supporting the region’s transition to hybrid work, digital education, and smart government initiatives?

The Middle East is rapidly redefining how people work and learn, setting benchmarks that many other regions aspire to. HP is helping to support that progress by ensuring technology is designed with these priorities in mind. Our portfolio is designed for hybrid work models, where security and seamless collaboration are paramount. We have also invested in educational initiatives across the region, such as the HP Gaming Garage, which provides young people with access to digital and creative skills that prepare them for future opportunities in a rapidly changing economy.

HP has been vocal about security and sustainability - how are these reflected in your offerings this year?

For us, security and sustainability are not topics that appear once a year – they are part of how we design, build, and deliver technology. Security is

embedded into our portfolio, with features like HP Wolf Security protecting users at the device level and ensuring resilience against evolving threats. Sustainability is approached across the entire lifecycle, from using recycled materials in production to programs that extend device use, such as refurbishment and recycling. These principles are integral to HP’s identity and remain central to the innovations we are highlighting at GITEX 2025.

What kind of engagement can channel partners expect from HP at GITEX 2025?

Our partner network is at the heart of everything we do, and we take pride in the strong relationships we continue to build across the region. Throughout the year, we invest in dedicated events, training, and initiatives that help partners grow with us and stay ahead of market shifts. GITEX is a significant milestone in this journey – it brings everyone together in one place. It gives us the chance to connect face-to-face, exchange ideas, explore projects and opportunities, and consider how we can strengthen collaboration for the year ahead.

With technology evolving so rapidly, what is HP’s long-term vision for the Middle East, and how does GITEX fit into it?

Our long-term vision for the Middle East is to remain a trusted partner as the region continues to accelerate its digital transformation. While technology will continue to evolve, the constant remains the need for solutions that are secure, sustainable, and adaptable to the way people live and work here. We see our role as helping governments, businesses, and communities build the foundations for lasting innovation. GITEX is central to that journey – it is where the industry comes together, benchmarks are set, and the conversations take place that shape the direction of technology in the region.

ELEVATING BRAND PRESENCE AT GITEX 2025

Discover how brands are aligning creativity, data, and regional relevance to create unforgettable experiences at GITEX Dubai.

The magnitude of GITEX 2025 makes it a defining platform for global innovations and technological breakthroughs. Held annually at the Dubai World Trade Centre, it gathers industry leaders, tech giants, innovators, and thousands of brands, all competing to capture attention and showcase their latest advancements. As one of the world’s most influential technology exhibitions, GITEX continues to shape the future of digital transformation across industries.

For brands, not participating in this highimpact event is a missed opportunity. GITEX serves as a launchpad where ideas become reality, technologies gain visibility, and partnerships are forged. To stand out amid this intense competition, marketers must move beyond traditional

displays and create immersive, experience-driven engagements that leave a lasting impact.

Transforming Engagement Through Innovation

Today’s vendors and distributors are redefining participation by designing interactive product experiences that allow visitors to engage directly with cutting-edge technologies. Whether through AI-driven demonstrations, immersive reality zones, or hands-on tech showcases, brands are shifting from passive displays to dynamic storytelling. This transformation enables them to unveil their most groundbreaking innovations on a global stage, ensuring their message resonates within an ever-evolving digital landscape.

To understand how brands are leveraging

GITEX to elevate their presence, Channel Post MEA spoke with leading marketers about how they adapt and innovate to drive brand impact. Their insights reveal how strategy, creativity, and execution combine to make a lasting impression in one of the most competitive environments in the tech industry.

“GITEX is a high-stakes stage, and the biggest challenge is aligning global messaging with regional relevance,” says Lina Khairallah, Marketing Manager, Middle East & CIS at Veeam. The process demands precision. Planning for GITEX involves orchestrating multiple moving parts— timelines, vendors, messaging, and logistics. With so many internal and external stakeholders involved, seamless coordination becomes vital.

YULIA STETSYUK

Field Marketing Manager, Middle East, Russia & CIS at Check Point Software Technologies Ltd.

Senior Marketing Manager METNA, Cloudflare

Meaningful Engagement Through Strategic Execution

In a fast-paced environment like GITEX, standing out requires intentional design and meaningful engagement. “It’s a busy, high-energy environment, so we’re intentional about how we show up. Every element is designed to engage meaningfully, ensuring our presence adds value at every step,” shares Dushala Agarwal, Senior Marketing Manager METNA at Cloudflare.

Newton Rebello, Marketing Director at Inception, adds that differentiation plays a vital role. “Brands can stand out by being loud or different. While being loud can be expensive, being different just for the sake of it is short-term. The winning strategy lies in being different yet relevant. Our heritage and product offering reflect that balance perfectly.”

Crafting Clarity Amid Complexity

For CORE42, GITEX presents both opportunity and challenge. “Our task is to transform its enormity into a clear and unified brand narrative,” says

ALISON

Senior Director, Field Marketing, INTL Emerging Region (India, Eastern Europe, Middle East, Turkey, Africa & LATAM Countries) for Cohesity

Ashley Rite, Senior Vice President – Marketing at CORE42. Bringing together companies across the G42 District and aligning their product stories demands creativity and narrative coordination. “We aim to translate that complexity into clarity, ensuring every stakeholder understands the possibilities CORE42 brings to life.”

Commvault enters GITEX 2025 for its 13th consecutive year. “Each edition challenges us to stay fresh, relevant, and strategically aligned with evolving market needs,” says Lena Halbourian, Senior Regional Marketing Lead - Emerging Markets. For Commvault, it’s about orchestrating seamless collaboration across stakeholders—from sales and partners to agencies and executives— ensuring every touchpoint reflects the brand’s value and vision.

Bridging Global Messaging and Local Relevance

Senior Regional Marketing Lead - Emerging Markets Commvault

GITEX is a global platform with regional nuances. For many brands, aligning global messaging with local realities is critical. Check Point Software Technologies Ltd. highlights the importance of data sovereignty, compliance, and cyber resilience for regional enterprises. “With the UAE Infinity Portal and DESC-certified SaaS offerings, we demonstrate how AI-powered threat prevention translates into trusted, locally compliant solutions,” explains Yulia Stetsyuk, Field Marketing Manager for the Middle East, Russia & CIS.

For Nutanix, innovation remains an ongoing challenge. “After nine years at GITEX, the biggest question is how to keep innovating—how to make the show better, more impactful, and memorable year after year,” says Nada Khan, Regional Director, MEA. “When budgets stay flat, creativity becomes the true differentiator.”

Preparation and Agility Define Success

“Creating impact means aligning global messaging with local relevance early,” says Alison Taylor, Senior Director of Field Marketing at Cohesity. “Preparation and agility are critical to staying ahead and connecting every touchpoint with what matters most to our customers and partners.”

For distributors like Mindware, GITEX offers a chance to showcase the full breadth of vendor solutions. “Our challenge is to clearly communicate our value proposition while curating experiences that resonate with partners and customers,” shares Varuna Shah, Strategy & Marketing Director. Demonstrating return on investment from such a large-scale event remains a recurring challenge for many exhibitors.

Precision and Coordination Drive Impact

CyberKnight faces a unique logistical test. “Our biggest challenges at GITEX revolve around securing and negotiating vendor budgets, aligning on stand design, and executing pre- and postevent marketing within extremely tight timelines. Coordinating across 14 global vendors requires precision to ensure seamless collaboration and message alignment,” says Lara Yazigi, Marketing Director.

Hewlett Packard Enterprise (HPE) plans to turn heads with its 100% fanless, direct liquid-cooled servers. “We’re shifting conversations from technical specs to business outcomes,” explains Amal Wagdy, Marketing Manager. “Our demos highlight AI, hybrid cloud, and networking—showing how these solutions drive tangible business value. We ensure our technology is not just seen but experienced.”

Elevating the GITEX Experience

Whether you’re a trade show veteran or first-time participant, success at GITEX requires strategic planning and creative execution. The journey extends beyond the exhibition floor, encompass-

ing pre-event preparation, on-site engagement, and post-event follow-up that ensures lasting impact.

Veeam’s setup in Hall 7, Stand B20, exemplifies this approach. “From AI-powered ransomware demos to launching our Data Resilience Maturity Model (DRMM), our storytelling emphasizes real-world impact,” says Lina Khairallah. “Our CISO Lounge sponsorship within Cyber Valley provides an exclusive networking environment that elevates our brand presence.”

Cloudflare also adopts a cohesive strategy to stand out. “We treat GITEX as a live funnel accelerator,” explains Dushala Agarwal. “Our booth design attracts attention, but success is built preevent—mapping conversations, nurturing leads, and planning for long-term impact. The real work starts before the event and continues well after.”

Innovating Through Immersive Experiences

Western Digital aims to reimagine brand engagement through a comprehensive 360° marketing and communication strategy. “We’re leveraging augmented reality to make our products accessible, interactive, and tangible,” says Safak Ozgun, Marketing Manager EMEA. “Our focus is on demonstrating innovation through engaging, tech-driven experiences.”

The company will highlight its high-capacity HDDs and storage platforms optimized for AI workloads, balancing visual appeal with business value. “We combine eye-catching marketing with reliable storage technologies, supported by knowledgeable representatives ready to engage with customers,” Ozgun adds.

CORE42 also focuses on meaningful storytelling. “At GITEX, every element—from our location in the G42 District to our demos and executive meetings—is designed to foster partnerships and dialogue,” says Ashley Rite. “Under G42’s theme

of Building AI-Native Nations, we’re unifying our message and showcasing the Intelligence Grid.”

Mindware ensures its displays remain relevant and dynamic. “We bring something new every year,” says Varuna Shah. “At GITEX 2025, multiple demos tailored to various verticals will ensure every visitor finds content that resonates with their industry challenges.”

Transforming Challenges into Opportunities

Standing out at a global exhibition like GITEX demands more than attention—it requires relevance, creativity, and measurable outcomes. Brands that tailor their strategies to regional challenges and customer needs can transform participation into long-term value.

From innovative booth designs and immersive demos to AI-driven strategies, the 2025 edition of GITEX will highlight how marketers are reimagining engagement. Companies are leveraging advanced technologies to enhance interactivity, improve storytelling, and drive meaningful business conversations.

Conclusion

GITEX continues to stand as a global powerhouse of technology and innovation, setting the stage for marketers to redefine engagement strategies. GITEX 2025 will not only showcase groundbreaking technologies but also the evolving creativity of brands navigating regional complexities.

With immersive experiences, AI-driven narratives, and unified brand storytelling, companies are transforming challenges into opportunities. As they align global vision with regional realities, their GITEX presence becomes more than an exhibition—it becomes a testament to strategic innovation and lasting impact.

“EXPLORE A MORE INTELLIGENT FUTURE” WITH GBM AT GITEX 2025

Rania Wehbi, IBM Business Unit Director at Gulf Business Machines (GBM), welcomes everyone to “Explore a More Intelligent Future” as GBM showcases AI-driven automation, hybrid cloud, and cybersecurity innovations empowering governments and enterprises across the Middle East.

monitor, respond, and act seamlessly across their digital ecosystems.

to ensure long-term innovation and regional tech leadership?

“Agentic AI, automation, and hybrid cloud empower governments and enterprises to build resilient, AI-enabled, and digitally sovereign economies across the region.”

What are GBM’s key themes or innovations being showcased at GITEX 2025, and how do they align with regional digital transformation goals?

At GITEX 2025, our focus is on AI-driven solutions, hybrid cloud adoption, and accelerating the digital economy — all underpinned by security, sovereignty, and governance. Under our theme “Explore a More Intelligent Future”, we showcase how governments and enterprises can scale securely and intelligently, modernize and automate seamlessly, and accelerate growth, to align with the region’s vision of having a digitally sovereign, AI-enabled, and diversified economy built for resilience and sustainable growth.

How is GBM leveraging AI, cybersecurity, and cloud technologies to address the evolving needs of government and enterprise clients in the GCC?

At GBM, we position automation powered by agentic AI as the anchor for accelerating business outcomes. Agentic AI goes beyond insights to take autonomous, context-aware actions, enabling organizations to optimize operations, enhance decision-making, and deliver better services at scale. These capabilities are underpinned by our hybrid cloud strategy, which provides the flexibility to integrate on-premise and cloud environments while ensuring sovereignty, compliance, and security. It also allows organizations to

Together, agentic AI, automation, and hybrid cloud empower enterprises and governments to build the resilient, AI-enabled, and digitally sovereign economies across the region.

Can you share insights into any strategic partnerships or product launches GBM is announcing during GITEX this year?

At GITEX, GBM’s presence alongside the IBM booth highlights our commitment to advancing digital transformation in the Middle East. Through long-standing partnerships with global leaders like IBM, Cisco, and VMware, we deliver world-class technologies tailored to regional needs. These alliances enable us to introduce AIdriven analytics, hybrid cloud architectures, and advanced cybersecurity frameworks, reinforcing GBM’s role as a trusted partner in helping enterprises and governments accelerate growth, ensure resilience, and achieve sustainable digital transformation.

What role does GITEX play in GBM’s broader go-to-market strategy across the Middle East, especially in highgrowth sectors like finance, energy, and smart cities?

Exhibiting at GITEX strengthens our go-to-market strategy by showcasing AI, automation, cybersecurity, and hybrid cloud solutions tailored to the transformation priorities of finance, energy, and smart cities. Through tangible use cases—from intelligent automation to secure hybrid cloud and AI-powered platforms—we align with regional digital agendas.

Beyond technology, GITEX enables direct engagement with decision-makers, fostering partnerships that deliver measurable outcomes. It reinforces GBM’s role as a trusted partner driving growth, resilience, and digital sovereignty across the Middle East.

How is GBM investing in talent development and ecosystem collaboration

With over 35 years of regional expertise and adherence to global technology standards, GBM delivers solutions to address complex business challenges. We believe leadership comes from nurturing talent and fostering collaboration. Through training programs, certifications, and mentorship, we upskill our workforce and enhance technical expertise. Partnering with academic institutions and industry leaders, we help build a robust talent pipeline. These efforts ensure GBM continues delivering transformative technologies while empowering the region’s workforce to meet evolving digital challenges competitively.

How is GBM driving greater inclusion and advancement for women in tech, and what steps should the IT industry take to foster more meaningful participation and leadership opportunities for women?

GBM is committed to empowering women in tech through programs that promote diversity, equity, and inclusion. We actively recruit, mentor, and support women, fostering an inclusive workplace culture that enables them to thrive. Our leadership initiatives focus on developing women leaders through skill-building workshops, networking opportunities, and career advancement programs. To close the gender gap in the tech industry, it must take decisive action. Despite progress, women remain underrepresented, particularly in leadership and decision-making roles, with unconscious bias continuing to influence hiring and promotion.

To drive real change, we must implement measurable policies, such as gender diversity targets in leadership and pay equity audits, to ensure accountability in closing the gender gap. Additionally, organizations must actively challenge biases by adopting blind recruitment processes and providing unconscious bias training for hiring managers. True inclusion is achieved when women are equally represented in leadership, paid fairly, and empowered to succeed in all industries.

SUCHIT KUMAR

CEO, TEXUB

“We started TEXUB to create opportunities, simplify trading, and empower our traders. Despite challenges, our network is growing globally, and the journey has only just begun.”

AI-DRIVEN MARKETPLACE TEXUB IS RESHAPING CROSS-BORDER TRADE WORLDWIDE

TEXUB, a Dubai-based AI-driven B2B marketplace, is redefining global IT and electronics trade with a subscription-free model and seamless cross-border reach.

IIn the ever-evolving world of global commerce, where agility and digital transformation are critical to success, TEXUB has established itself as a pioneer in redefining how B2B trade operates across borders. TEXUB, a Dubai-headquartered digital B2B marketplace for IT and Consumer Electronics, is carving out a distinct place for itself with its subscription-free digital distribution model. A model that is already influencing how businesses think about international trade.

At the heart of this journey is Suchit Kumar, CEO of TEXUB, a seasoned veteran of the global computer trade and co-founder of Dubai Computer Group (DCG). With decades of experience and deep industry insight, he envisioned a platform that could break free from traditional inefficiencies, allowing businesses of all sizes to trade seamlessly across geographies. Having seen the limitations of legacy systems, he set out to reimagine global trade by embedding efficiency, transparency, and intelligence at its core

Launched in 2022, TEXUB, with offices in the UAE, USA, Netherlands, Hong Kong, Singapore, and India, has swiftly expanded its global reach. Today, the platform hosts a trading community of buyers and sellers from over 90 countries. This achievement validates TEXUB’s business model and underscores the accelerating demand for digital-first solutions in international trade.

The story of TEXUB is one of timing and innovation. For decades, the IT and consumer electronics trade relied on fragmented networks, complex paperwork, and lengthy processes that often slowed growth. TEXUB flipped this model on its head by creating a secure, borderless, and scalable marketplace that empowers SMEs to trade seamlessly across geographies.

What sets TEXUB apart is its commitment to continuous innovation, particularly in the realm

of artificial intelligence. The platform began with AI-driven deal recommendations and real-time inventory visibility. Today, it has evolved into a far more advanced ecosystem with predictive analytics, dynamic pricing insights, and smart matchmaking tools that help businesses discover opportunities, optimize trade margins, and manage risk more effectively.

For Kumar, this evolution is just the beginning. “Our mission has always been clear and the is to make global trade frictionless, transparent, and intelligent. TEXUB is not just a marketplace; it’s a catalyst for a new era of digital B2B commerce,” he says.

As global trade increasingly shifts towards digital ecosystems, TEXUB stands out as a platform that blends technology, scale, and vision. Its growing global community, coupled with its continuous AI-driven upgrades, positions it not just as a marketplace but as a movement reshaping how cross-border trade will operate in the years to come.

Why TEXUB Stands Out

The platform is designed as an end-to-end solution for the 3C trade (Computers, Communica-

tions, Consumer Electronics), addressing every stage of the buying and selling process. Unlike other marketplaces, TEXUB combines domain expertise with advanced technology to deliver both transparency and trust.

For Sellers:

l Easy inventory management and simplified product uploads

l Unlimited quotes and “Bid Your Price” options

l AI-powered insights for pricing and trends

l Verified buyer connections across the globe

For Buyers:

l Access to verified suppliers with regionbased product restrictions

l Clear, transparent pricing and secure transactions

l Advanced product search and filtering

l Seamless order tracking and data analytics And perhaps the most appealing perk? Free registration. Any verified buyer or seller can start trading on TEXUB without upfront costs.

The Human Touch in a Digital World

While TEXUB is powered by cutting-edge tech-

nology, it has never lost sight of the human connection at the heart of trade. The company has built a dedicated support team to guide and assist traders personally. Flagship initiatives like DiGiNOMICS, a digital tutoring program that helps businesses embrace transformation and TEXUB Training, which provides 1-on-1 guidance for buyers and sellers on the platform, bring a distinctly human touch in an era often dominated by automation.

‘Our goal is to put the power of TEXUB in every trader’s pocket and make B2B trading effortless,’ explains Suchit Kumar.”

Innovation on the Go: The TEXUB App

The future of trade is mobile and TEXUB is already ahead of the curve. With its soon-tolaunch TEXUB App, traders will be able to manage products, explore deals, connect with partners, and track orders seamlessly, all from their smartphones.

What makes this even more powerful is the platform’s WhatsApp integration, enhanced with AI-driven tools, enabling real-time interactions and instant updates. By putting the marketplace in the palm of every trader’s hand, TEXUB is making cross-border B2B trade as simple and responsive

as a conversation.

Looking Ahead: From 3C to 4C

The market potential is massive. According to Digital Commerce 360 and Forrester Research, 28% of B2B buyers already make at least half of their purchases on marketplaces, and by 2024, marketplaces will account for 30% of worldwide B2B online sales.

TEXUB’s next big step? Expanding from 3Cs to 4C by adding Consumer Durables an untapped market with no major players today.

With high obsolescence in computers, rapid transformation in communications, and digitally savvy players driving adoption, the opportunity is vast.

The Road Ahead

The TEXUB journey is still unfolding but its mission remains clear: to create a borderless, transparent, and technology-driven marketplace that empowers IT traders worldwide.

“We started TEXUB to create opportunities, simplify trading, and empower our traders. Despite challenges, our network is growing globally, and the journey has only just begun.” – Suchit Kumar

At a Glance – TEXUB

l Founded: 2022, Dubai

l Network: 90+ countries

l Focus: 3C trade (Computers, Communications, Consumer Electronics)

l Perks: Free registration, AI-driven tools, secure transactions, dedicated support

Innovation:

TEXUB App, WhatsApp integration, personalized training programs.

SAMER SEMAAN

Director of Distribution & Alliances, Middle East, Turkey &

Africa at Pure Storage

“At GITEX, we’re helping partners shift from managing storage to managing data— unlocking AI, ensuring data sovereignty, and driving innovation across the Middle East.”

PURE STORAGE CHAMPIONS DATA SOVEREIGNTY & AI INNOVATION IN THE MIDDLE EAST

Samer Semaan, Director of Distribution & Alliances, Middle East, Turkey & Africa at Pure Storage, highlights that at GITEX, the company will focus on empowering partners with intelligent data solutions to accelerate AI adoption, ensure data sovereignty, simplify infrastructure, and drive regional innovation.

prise. By eliminating silos, reducing complexity, and dramatically lowering power and space consumption, it empowers enterprises to unlock the full value of their data, enhance agility, and futureproof their infrastructure, all while achieving significant gains in energy efficiency. It is vital to us that our partners are at the forefront of offering these solutions to customers across the region.

What is the significance for regional businesses?

of their data. As a 100% channel-driven organisation, the Pure Storage partner program positions the channel ecosystem to meet these demands head-on.

What is Pure Storage’s theme for GITEX, and what are some of the key solutions that you will be showcasing at the event?

At GITEX, our focus is clear. We’re here to help partners and customers accelerate digital transformation, unlock AI, build resilience and deliver long-term innovation. The ability of organisations to achieve these business outcomes is often impeded by ineffective data storage. To address this, and to enable organisations to fully seize the incredible opportunity that AI and other transformative technologies present, we’re helping them uplevel from managing storage to instead managing data. Pure Storage’s goal is to remove complexity and make storage almost self-driving by bringing together infrastructure, intelligence, and integrated services.

Against this backdrop, and building on the success of participating in the Middle East’s flagship technology event for over a decade, we will showcase the Enterprise Data Cloud (EDC), an intelligent data architecture that sets a bold new standard for data and storage management, enabling regional organisations to focus on business outcomes, rather than the underlying infrastructure.

Our Enterprise Data Cloud redefines how data is stored, managed, and delivered across the enter-

The global drive for AI gigafactories has heightened concerns about where data resides and intensified the need for data sovereignty capabilities. Moreover, geopolitical uncertainty, the threat of foreign influence over data, and regulatory pressure mean organisations in the Middle East are increasingly focused on data sovereignty. The risk of service disruption is no longer theoretical, and organisations need to consider who has access to their data. Many are grappling with how to balance customer demands, maintain control and keep access to innovative technology. These issues are top of mind for business leaders who need to take action to ensure continuity of service, maintain customer trust, and comply with local legislation.

Pure Storage works closely with partners to enable organisations to navigate this complexity through an architectural approach that encompasses hardware, software, and services, delivering transparency, agility, and future-proofing to meet digital strategies.

How are you helping your partners evolve in a cloud-first and AI-driven world?

The IT landscape is undergoing seismic shifts driven by accelerated adoption of AI, a requirement to transform digitally and a shift to consumption-based models. As a result, organisations need a data storage platform that is scalable, flexible, and optimised to unlock the full potential

Through recent updates to our partner program, we are sharpening our focus on growth areas, including cloud, AI, app modernisation, and cyber resilience. This enables partners to deliver future-ready solutions that address critical customer needs, whether that’s optimising hybrid cloud environments, unifying data for AI workloads, modernising applications, or strengthening cyber resilience. By aligning with these priorities, our partners can position themselves at the centre of customers’ digital strategies and capture new opportunities in an increasingly complex market.

How does the Pure Storage partner program accelerate revenue opportunities for partners?

Our program is focused on what our partners need to succeed, and we invest heavily to ensure close relationships across the channel ecosystem. The program offers solution-oriented training to address evolving market needs, including tailored sales plays and campaigns designed to help participants effectively engage with customers. To further support skill development, we offer ondemand courses and technical boot camps, which encourage partners to strengthen their capabilities and close competitive takeovers with confidence. In parallel, earlier this year, we launched investments which include digital tools such as Pure Partner Intelligence and Pure Realize, which simplify customer engagement, shorten sales cycles, and help partners identify opportunities within their installed base. We’ve also rolled out incentives for partners who modernise legacy storage environments with our all-flash solutions. Together, these investments empower partners to accelerate deal velocity, increase customer satisfaction, and grow recurring revenue streams with confidence.

ALL ROADS LEAD TO DUBAI GITEX GLOBAL:

GITEX Global 2025 returns to Dubai as the world’s largest and most influential tech showcase, uniting innovators, brands, and visionaries to unveil transformative technologies and forge strategic partnerships across industries and regions.

This month all technological paths are leading to Dubai. The reason is not far to seek. GITEX Global which is held annually in Dubai serves as a showcase platform where the brightest minds, brands, and innovators across the entire tech ecosystem congregate. It is seen as a perfect avenue for tech companies to showcase their products and breakthrough innovations.

Representatives of ICT businesses tell us about their participation in the much-anticipated tech event GITEX, as well as the offerings and ideas that will be showcased by them at the largest tech-

nology show in the Middle East.

Garnering a resounding attendance of more than 1,000 expert speakers, 4,000+ companies and 180,000 attendees from 170 countries, the event presents a host of network opportunities for stakeholders in the tech industry. With thousands of VARs, Resellers, System Integrators and Channel suppliers expected to descend on the Dubai World Trade Center, GITEX 2025 is a must attend event.

Each year, GITEX brings together the world’s most influential technology leaders to showcase what’s next. GITEX, a must attend mega event in

the Middle East, makes a much-awaited return in 2025 for its 45th edition from 13th to 17th October 2025.

GITEX 2025: A Showcase for the Latest business technology

It features the most-reputed and innovative minds sharing and the world’s most advanced companies showcasing their insight and ideas to the world. “GITEX 2025 is a valuable platform for us to show how our solutions integrate seamlessly within the wider technology ecosystem,” says Owais Mohamed, Regional Lead and Sales Direc-

tor—META & the Indian Subcontinent- Western Digital.

GITEX serves as a meeting place for distributors, buyers, sellers, retailers, experts and stakeholders from the industry, showcasing the latest products and innovations providing a roadmap on the shape of things to come in future in the technology world.

“GITEX has always been a platform for us to strengthen partnerships with vendors, resellers, and system integrators. It offers the perfect setting to scale our capabilities, showcase collaborative expertise, and explore opportunities that would be impossible to achieve in isolation, says Ranjith Kaippada, Managing Director, Cloud Box Technologies. “By engaging directly with stakeholders, we align on roadmaps, share insights, and codevelop strategies that accelerate innovation and deliver greater value.”

Why Attend

GITEX Global features the brightest minds sharing and the world’s most advanced companies corporate leaders and ITC sector’s current leading lights. Attending GITEX provides an opportunity for the attendees to showcase products and solutions, network, and exchange ideas with industry peers and reconnect with your colleagues, customers and suppliers. You will have the opportunity to learn from the key decision-makers and catch a glimpse of the future from tomorrow’s disruptors.

The best part of GITEX Global 2025 is that it brings industry peers, corporate leaders, distributors, buyers, customers and partners together under one roof. Salesforce will host meetings, talks and live sessions to showcase the transformative impact of its solutions. “The exhibition presents the perfect opportunity to meet with customers, partners and new prospects from all sectors

REGIONAL VP OF ALLIANCES AND CHANNELS AT SALESFORCE MIDDLE EAST

and geographies under one roof,” says Mukesh Kumar, Regional VP of Alliances and Channels at Salesforce Middle East. “Having a strong presence at the show reinforces our ongoing investments in the region and allows us to update stakeholders on how our solutions powered by AI, digital labour, and cloud can accelerate their transformation journeys.

Different stakeholders attending the impending GITEX 2025 are set to leverage the opportunities presented in the event.

“GITEX is the region’s biggest stage for collaboration, and we see it as our pit lane for partnerships. Inspired by our work in F1, where coordination across the team is essential, we are using GITEX to strengthen collaboration with distributors, resellers, and system integrators who will join us to showcase their end-to-end vertical solutions,” says Maan Al-Shakarchi, Regional Director META, Extreme Networks. “We’re also excited to welcome customers and partners traveling across Middle East, Turkey, Africa and Asia regions. Together, we will spotlight joint customer successes, explore co-innovation, and align with national transformation visions, ensuring our partners are equipped to drive growth and

OWAIS MOHAMED REGIONAL LEAD AND SALES DIRECTOR—META & THE INDIAN SUBCONTINENT- WESTERN DIGITAL

RANJITH KAIPPADA

MANAGING

DIRECTOR, CLOUD BOX TECHNOLOGIES

regional impact at full speed.”

At Mindware Gitex is not only to showcase their latest technologies from its vendors but also to create meaningful engagement with vendors, resellers, SIs and end customers. “Through demos, executive meetings, and joint go-to-market discussions, we ensure that every stakeholder sees tangible value in collaborating with us. For us, it’s about deepening trust and identifying new areas where we can innovate together,” says Varuna Shah, Strategy & Marketing Director, Mindware.

“GITEX is an opportunity for us to deepen relationships with global vendors while surveying the market to identify best-in-breed solutions that address regional demand. For us, it’s also a platform to announce strategic MOUs with powerful partners, positioning our strength across the partner network,” says Lara Yazigi, Marketing Director of CyberKnight. Equally, we give center stage to our vendors through speaking opportunities on a global platform and create an awareness corner where our solution architects educate audiences on Zero Trust, compliance, and industry trends

ESET is using GITEX 2025 to meet regional stakeholders in person, strengthening relationships and understanding needs. “We will also con-

VARUNA SHAH

STRATEGY & MARKETING DIRECTOR, MINDWARE

PETRA SCHIRREN

PRESIDENT

OF ERICSSON GULF AT ERICSSON EUROPE, MIDDLE EAST AND AFRICA

nect with hesitant potential clients, showcasing why ESET is the best cybersecurity choice, while building trust with vendors, distributors, resellers, and system integrators for long-term growth,” says Ilias Tsapsidis, Sales Director for Middle East, Greece, Cyprus & Malta at ESET.

“Smarter business thrives on strong ecosystems, and GITEX 2025 provides the ideal platform to cultivate and expand those relationships,” says Shukri Eid, General Manager of IBM Gulf, Levant, and Pakistan. “We’re using this opportunity to highlight joint innovations with our clients and partners, announcing strategic alliances, and formalizing agreements that extend our regional ecosystem and amplify the business value we deliver together. Through immersive demos of real-world, differentiated AI and cloud use cases we’re demonstrating how these technologies are reshaping industries and driving measurable outcomes across the Middle East.”

Anticipated offerings On The Show Floor

Different stakeholders attending the GITEX are willing to leverage the opportunities presented in the event.

At GITEX the top-tier vendors are bringing product and solutions offerings that help their clients gain a competitive edge. Visitors to this 45th edition of the world’s largest technology exhibition will be able to get first-hand experience of groundbreaking technological innovations.

GITEX Global provides vendors and distributors valuable opportunity to tout their latest products and innovations in Cybersecurity, AI and Analytics, Communications & Technology industries. With an intense focus on its diverse portfolio, CyberKnight has an array of internationally acclaimed products lined up to be unveiled at Gitex Global 2025. “Our diverse portfolio brings innovative vendors; each strategically selected for market impact. At GITEX 2025’s CyberValley, we unveil Paladin AI’s DeepGaze; the region’s first AI-

LARA YAZIGI

MARKETING DIRECTOR, CYBERKNIGHT

powered deepfake and synthetic media detection breakthrough, empowering businesses and consumers to counter evolving digital threats with advanced, automated protection and intelligence.”

ESET is unveiling AI-driven threat detection, zero-trust frameworks, and advanced endpoint protection to combat sophisticated attacks at GITEX 2025. “These innovations address the evolving needs of businesses and consumers by enhancing resilience, enabling secure digital transformation, and safeguarding critical infrastructure across diverse sectors in the Middle East,” says Ilias Tsapsidis of ESET.

You can visit Ericsson’s booth at Hall 21, Booth G21-D10 where Ericsson will be showcasing its pioneering solutions like scalable AI industrialization and 5G advancements. Ericsson is participating in GITEX GLOBAL 2025 under the theme ‘Step into what’s next’.

Petra Schirren, President of Ericsson Gulf at Ericsson Europe, Middle East and Africa, says, “Ericsson is showcasing its high-performing programable networks. Networks that are Intent based, AI driven, and open. This will unlock the full potential of true 5G advanced, differentiated connectivity, and immersive AR experiences.” These technologies enhance consumer engagement, boost enterprise efficiency, and accelerate industrial adoption of digital solutions that are vital to the region’s transformations.

Cloud Box is all set to showcase next-gen IT infrastructure, including hyperconverged solutions that boost efficiency, scalability, and seamless operations at GITEX . Ranjith Kaippada of Cloud Box Technologies says, “We will also highlight our cybersecurity suite including homegrown NOC and SOC, hybrid and multi-cloud platforms for agility and compliance, alongside AI-driven applications with global partners. Our aim is to empower enterprises with intelligent automation, data-driven decision-making, and a competitive edge in digital transformation.”

Microsoft with its 35 partners will display-

REGIONAL DIRECTOR, ENTERPRISE, META, NVIDIA

ing their innovations, demonstrating how their expertise customizes Microsoft’s technology for real-world needs. NVIDIA will unveil its latest full-stack data center infrastructure and cuttingedge physical AI solutions at the technology event.

Mindware will officially launch the MAGIC 2.0, the latest evolution of the company’s proprietary platform.

“This GITEX 2025 we will show the impact achieved in the last year and our vision for what’s next. As part of the G42 ecosystem, we will be present as part of G42’s vision for building AInative nations, while showcasing our position as the core intelligence layer powering the G42 Intelligence Grid,” said Ashish Koshy, CEO, Inception. “Under the theme ‘Authentic Intelligence. Real Impact,’ we will present our powerful domainspecific and sector-agnostic products, including (In)Sight, (In)Alpha, (In)Procurement, (In)Business Productivity, (In)Business Process, (In)Business Customer Experience, (In)Business Human Capital, and more at the Main Hall (Hall 6) and Government Hall (Hall 18).”

Inception will demonstrate how these products are helping organizations accelerate transforma-

GENERAL MANAGER OF IBM GULF, LEVANT, AND PAKISTAN

AHMED HAMZAWY CHIEF PARTNERSHIP OFFICER, MICROSOFT UAE

tion, unlock efficiency, and drive tangible progress. “We are also looking to make a few strategic announcements that will reinforce our leadership position and support the UAE’s national AI vision,” added Ashish Koshy.

“At GITEX, we’re showcasing how smarter businesses turn AI into outcomes, powered by watsonx, our enterprise data and AI platform,” says Shukri Eid, General Manager of IBM Gulf, Levant, and Pakistan. “From real-time race strategy with Ferrari, to AI-powered talent scouting with Sevilla FC, to solving complex challenges with IBM Quantum, we’re helping clients boost productivity, connect data to decisions, and scale with confidence across industries.”

HP is showcasing its newest AI PCs and the Workforce Experience Platform at GITEX which gives the company a unique chance to connect in person, catch up with vendors and resellers, and showcase its latest innovations firsthand.

Extreme Networks will showcase Extreme Platform ONE, the industry’s first all-in-one networking platform powered by conversational, muiltimodal, and agentic AI. By combining networking, AI, and security solutions into one powerful and radically simplified experience, IT teams can reduce the time it takes to complete mundane tasks from hours to minutes. “We’ll also highlight our customers and how they’re using Extreme’s solutions to optimize their operations, including Stake F1 Team Kick Sauber and the Yas Marina Circuit,” states Maan Al-Shakarchi of Extreme Networks

Western Digital will showcase its highestcapacity HDDs, including Ultrastar and WD Red Pro products, along with its platform solutions validated for real-world AI workflow demands. These innovations form the backbone of nextgeneration AI, cloud, and NAS workloads, enabling businesses in the region to scale costeffectively, optimize infrastructures, and stay competitive in data-driven markets.

ASHISH KOSHY CEO, INCEPTION

Agentic AI Takes Centre Stage at GITEX

Today artificial intelligence age is progressing towards “agentic” era. Agentic transformation is now an enterprise imperative. Enterprises use agentic AI to enhance business processes and solve complex industry challenges. Microsoft Middle East, for which GITEX is one of the most important business events this year, is using it to spotlight Agentic AI, autonomous systems that plan, reason, and act alongside people. “We will be showcasing how AI moves from concept to impact, enabling businesses and governments to deliver secure, scalable, and human-centered transformation across the UAE,” says Ahmed Hamzawy, Chief Partnership Officer, Microsoft UAE.

Salesforce is set to showcase its newest agentic AI solutions at GITEX Global. The company will demonstrate how organisations can harness intelligent automation and digital labour to drive competitive advantage and transform their operations. Salesforce will highlight the power of Salesforce solutions, including Agentforce, Data Cloud, and Hyperforce, to tap the power of AI and cloud to deliver enhanced customer service and game-changing efficiency. “Salesforce’s solutions are already driving innovation across key sectors, including government, retail, and ecommerce,” says Mukesh Kumar of Salesforce.

At GITEX 2025, NVIDIA is unveiling its latest full-stack data center infrastructure and physical AI solutions. “These innovations power AI factories, autonomous systems, and agentic AI applications capable of perceiving, reasoning, and acting in real-world environments. “Our new DGX systems are designed to democratize access to AI, enabling businesses of all sizes to harness its potential. Additionally, our Cosmos platform is transforming robotics training through synthetic data generation, directly addressing the region’s growing demand for smart infrastructure and industrial automation,” says Marc Domenech,

NARAYANAN VENKATARAMAN HEAD OF CHANNEL - MIDDLE EAST, SAUDI ARABIA, AFRICA, HP

Regional Director, Enterprise, META, NVIDIA.

Extreme Networks is set to showcase Extreme Platform ONE, the industry’s first all-in-one networking platform powered by conversational, muiltimodal, and agentic AI at GITEX 2025.

Opportunities for Channel Partners

Gitex is an essential platform for Channel Partners. It provides networking opportunities and generates valuable leads that turn into profitable business opportunities.

The role of channel partners is shifting from simply reselling products to delivering integrated solutions and services. They are evolving into strategic advisors. Westcon says, “We’ll be showcasing our innovative value-added offerings that empower channel partners to grow their business, from our analytics-led Intelligent Demand (iD) sales programme to our 3D Lab virtual demo environment, AWS Marketplace enablement, TechXpert community and SkillBoost training. Each solution is designed to meet the evolving needs of partners and their customers.”

Channel partners are shifting from transactional selling to strategic guidance.

GITEX Global features the brightest minds

MAAN AL-SHAKARCHI REGIONAL DIRECTOR META, EXTREME NETWORKS

ILIAS TSAPSIDIS

SALES

DIRECTOR

FOR MIDDLE EAST, GREECE, CYPRUS & MALTA AT ESET

sharing and the world’s most advanced companies corporate leaders, key decision-makers from government sector, global solution providers and distributors.

It goes without saying that distributors, buyers, sellers and stakeholders in the cyber security arena will also sharing their insight during GITEX Global to provide a roadmap on the shape of things to come in future in the cyber security world.

ESET sees channel partners evolving into strategic advisors, guiding businesses through AI, cloud, and cybersecurity adoption. “To ensure long-term growth, we provide training, co-marketing, and technical resources, alongside tailored managed security services, empowering partners to deliver scalable, future-ready solutions that align with regional compliance and customer needs,” says Ilias Tsapsidis of ESET.

The role of partners is becoming even more strategic, guiding customers through complex decisions and tailoring solutions to their needs. Ahmed Hamzawy of Microsoft UAE says, “Our focus is to empower them with training, co-innovation, and investment in capabilities. Together, were building resilience and ensuring long-term growth in an increasingly digital economy.”

NVIDIA is using GITEX 2025 as a strategic opportunity to strengthen its Partner Network across the MENA region. “ We are engaging with global and regional vendors, distributors, resellers, and system integrators to showcase integrated solutions spanning data centers, edge computing, and AI infrastructure,” says Marc Domenech of NVIDIA. “ Our focus is on delivering full-stack AI offerings, from hardware to software, while supporting partners through training programs, certification pathways, and go-to-market enablement to drive joint success.”

“The digital era is all about collaboration, and in this ecosystem, channel partners aren’t just resellers, but rather they act as advisors and coinnovators” says Ashish Koshy, CEO, Inception.

RAKESH PARBHOO EXECUTIVE VICE PRESIDENT, MIDDLE EAST AND AFRICA AT WESTCON-COMSTOR

At GITEX, under our F1 theme, Extreme Networks will show how partners can accelerate customer transformation, reduce complexity, and capture new growth opportunities, helping organizations across the region race ahead with confidence.

GITEX 2025 will see the return of the Westcon-Comstor CONNECT Lounge, a space for strategic partner engagement. Rakesh Parbhoo, Executive Vice President, Middle East and Africa at Westcon-Comstor, “It offers a professional setting for high-level discussions, business alignment and exploring growth opportunities with vendor executives, sales leaders and business development specialists.”

Ericsson is engaging with regional vendors, resellers, and integrators by showcasing pioneering solutions like scalable AI industrialization and 5G advancements. “At Ericsson, we support channel partners by providing scalable AI industrialization solutions and AI-driven automation for autonomous networks that accelerate enterprise adoption,” says Petra Schirren, President of Ericsson Gulf at Ericsson Europe, Middle East and Africa.

Channel partners are shifting from transactional selling to strategic guidance. “We support this with training and managed services, for example through HP Amplify AI – a program offering AI-focused enablement, certifications, and customer use cases – so partners can deliver secure, outcome-based solutions that align with their evolving business needs,” says Narayanan Venkataraman, Head of Channel - Middle East, Saudi Arabia, Africa, HP.

Conclusion

It can be said with certainty that like previous year, AI will dominate GITEX this year. What is worth mentioning that AI is no longer a trend with a vague promise to change our lives, but rather a tangible reality — with mind-blowing progress in new solutions embedded with AI.

ROBLOX EXECUTORS: IT’S ALL FUN AND GAMES UNTIL SOMEONE GETS HACKED

Christian Ali Bravo and Fabiana Ramírez Cuenca of ESET warn that you could be getting more than you bargained for when you download that cheat tool promising quick wins

Every day, tens of millions of young people dive into Roblox to build, connect and compete. But with that scale comes opportunity, not just for game designers and players, but also for cybercriminals who disguise malware as cheat tools promising quick wins. There are countless threads on Discord, Reddit, YouTube, and other websites that promote various cheats as harmless tools. And because Roblox has such a grip on kids and teens, the temptation that freebies hold is often too strong to ignore. But at what cost?

Here’s a primer on what these tools known variously as script executors, cheats or hacks are, why even the use of well-known names in this space isn’t without risks, and how you can protect yourself from malware and scams that often lurk behind the cheat tools.

What is a Roblox executor?

Put simply, a Roblox executor is a third-party tool that lets you inject and run custom, unauthorized code inside Roblox games. Many such tools, including Synapse X, Krnl, Fluxus and Solara, have become all the rage in recent years. However, their popularity also attracts cybercriminals who hide malware inside fake or compromised versions of said software.

As is to be expected, these cheat engines owe their appeal to one thing: the promise of an

advantage, such as enhanced and automated gameplay and better interactions with the in-game environment. Who wouldn’t want to see through walls, snag the platform’s virtual currency known as Robux for free, or bend the game to their will? Well, not so fast.

The risks

Account suspension and ban

For starters, Roblox executors, even the “reputable” (not malicious) ones, violate Roblox’s Terms of Use. The platform’s anti-cheat safeguards, plus community reporting, keep tabs on suspicious activity. Get caught, and your account and all your hard-earned progress can vanish in an instant.

Malware and data theft

An account ban may be the least of your or your child’s problems. Executors promoted via unverified links on social media sites and in user forums and downloaded from various sketchy sources are breeding grounds for malware that can aim straight for your data, money and crypto. A rogue cheat tool that gets access to your device and the files stored on it could ultimately pilfer your passwords and other sensitive information, give attackers complete control of your device or, at the very least, degrade your device’s performance and cause it to crash repeatedly.

Bad actors have previously been spotted dis-

tributing malware-laced copycats of popular third-party Roblox tools and utilities, especially those intended for game developers. In other cases, like back in 2022, a version of the nowdefunct Synapse X scripting engine was laced with a backdoor Trojan.

These days, Solara is particularly hot in the Roblox community, but malicious fake versions are also rampant and promoted on social media sites. For example, the Chaos ransomware-asa-service (RaaS) operation was recently spotted spreading one of its ransomware variants under the guise of a Solara executor.

Security solutions kick in and flag said software. Unsurprisingly, websites promoting cheats often ask people to disable the security software on their device, claiming that the executors are flagged as “false positives”. Disabling your security solution is something you should avoid doing, of course.

Staying out of harm’s way

l You’re best off steering clear of executors entirely. Even the seemingly reputable ones, by their very design, expand your attack surface; in other words, you’re putting a lot of trust in the author’s wares and whatever updates they may push later. Various copycat versions spreading malware and scams make the risk even greater.

l Also, do not disable your security software. No legitimate gaming tool is worth the risk and should not ask you to turn your security solution off. It it does, run the other way.

l If you’re a parent, educate yourself and your children about the risks of downloading software from unverified channels.

l If you want to enhance your gaming experience, use Roblox’s official tools such as plugins or in-game customization options. Parental controls, in-game features, and official guidance will go a long way toward keeping you and your children entertained on the platform.

In fact, the benefits can go way beyond fun. There are various skills you and your children can pick up while gaming, but questionable shortcuts won’t get you there. Curiosity may be tempting, but the best way to enjoy Roblox is to play fair and safe and keep your devices, accounts and personal data secure.

Paessler Appoints Jason Teichman as CEO to Drive Next Phase of Growth and Innovation

Paessler has announced the appointment of Jason Teichman as Chief Executive Officer, succeeding Helmut Binder, who will continue to serve as Executive Chairman and Advisor. The leadership transition comes during a period of significant momentum for Paessler, as the company expands its global footprint, accelerates product innovation, and strengthens relationships with customers and channel partners.

Teichman brings extensive experience in scaling technology businesses. Most recently, as Chief Operating Officer at WP Engine, he oversaw the end-to-end customer journey, including sales, channel partnerships, customer success, and retention. His career spans founder-led companies as well as global enterprises, giving him a unique perspective on balancing innovation, operational excellence, and customer trust.

“I’m excited to join Paessler at such a pivotal time in the company’s journey,” said Jason Teichman. “Network administrators are the backbone of modern business operations, yet they often work behind the scenes with increasingly complex responsibilities. At Paessler, we recognize their crucial role and are committed to creating solutions that simplify their work, enhance effi-

ciency, and ensure reliability. Our goal is to be the trusted partner that helps them keep networks running securely and without disruption.”

For over 25 years, Paessler has been a global leader in infrastructure monitoring, with its flagship PRTG Network Monitor providing comprehensive visibility across IT, OT, IoT, and

cloud environments. Following strategic investment from Turn/River Capital in 2024, Paessler has accelerated its innovation roadmap—launching AI-powered anomaly detection, adaptive baselines, and expanded IT/OT integrations. These capabilities enable predictive maintenance, reduce mean time to resolution, and position channel partners as strategic advisors in digital transformation.

“Jason’s proven record of scaling global businesses while fostering innovation and a customerfirst approach perfectly aligns with Paessler’s vision,” said Joanne Yuan, Partner, Investments, Turn/River Capital. “We’re confident he will further strengthen Paessler’s leadership in monitoring solutions. At the same time, we thank Helmut Binder for his exceptional guidance and look forward to his continued contributions.”

Teichman added: “What impressed me most about Paessler is its dedication to IT professionals. The company’s focus on simplifying the monitoring of complex environments, coupled with its advancements in AI for predictive insights, is more critical than ever. I’m excited to build on this strong foundation and deepen our partnerships worldwide.”

Kinda Baydoun to Lead Veeam’s EMEA Partner Organization

Veeam appointed Kinda Baydoun as the new Lead for its EMEA Partner Organization. Based in Dubai, Kinda brings four years of experience at Veeam, during which she has successfully led partner engagement across the Middle East, English-speaking Africa, and Eastern Europe.

Kinda has also played a key role in several EMEA-wide initiatives, including targeted promotions designed to accelerate Veeam Data Cloud (VDC) adoption among top-tier partners. Kinda has also worked closely with regional teams to optimise partner coverage and maximise investment, ensuring strong profitability and sustained growth across Veeam’s partner ecosystem. Prior to joining Veeam, Kinda held various leadership roles at Hewlett Packard Enterprise and HP, including Pointnext Services Leader and Channel & Alliances Manager for the Middle East. She also worked at Sun Microsystems, where she managed services and sales across the Gulf and Pakistan.

Kinda Baydoun, Lead for Veeam’s EMEA Partner Organization said, “I am thrilled to be leading our EMEA partner team. As Veeam advances its SaaS-first strategy and deepens its focus on the

enterprise segment, we are also strengthening our capabilities in key areas such as security and artificial intelligence. These priorities will be central to our work with partners as we continue to deliver the industry’s #1 data resilience solutions aligned with customer needs through structured, strategic collaboration. In today’s digital landscape, data resilience is essential for company survival, ensuring that businesses can withstand and recover from disruptions while maintaining operational continuity.”

Tim Pfaelzer, General Manager and Senior Vice President of EMEA added, “Kinda’s expertise

and vision will be invaluable as Veeam continues to strengthen our partner ecosystem and drive growth in the EMEA region. Our strategic priorities include accelerating innovation, engaging partners and customers, digitally transforming, and empowering and engaging employees – all of which support our commitment to providing best-in-class data resilience solutions. Kinda’s promotion within Veeam highlights our dedication to nurturing and promoting internal talent, ensuring that our customers and partners benefit from the exceptional skills and insights of our team, driving collaborative success and innovation.”

Strategic partnerships are at the heart of Veeam’s approach to digital transformation. With over 35,000 technology partners across more than 150 countries, Veeam’s ProPartner Network is a cornerstone of its commitment to delivering top-tier data resilience solutions. By collaborating with its partners, Veeam enables businesses to leverage modern cloud technologies, driving efficiency and innovation. The company’s commitment to these partnerships ensures that its customers can navigate the complexities of digital transformation with confidence.

Felix Gaehtgens Joins BeyondTrust As VP Of Product Strategy

BeyondTrust has announced the appointment of Felix Gaehtgens as Vice President, Product Strategy. This strategic leadership addition underscores BeyondTrust’s commitment to advancing innovation, scaling growth, and cementing its position as the most trusted independent identity security provider worldwide.

Widely recognized as one of the industry’s foremost experts in identity and access management (IAM), privileged access management (PAM), and emerging machine IAM, Gaehtgens joins BeyondTrust after 13 successful years as a highly respected Gartner analyst.

In his new role, Gaehtgens will spearhead BeyondTrust’s strategic product vision and drive innovation across the company’s portfolio. This includes advancing BeyondTrust’s capabilities to secure machine identities, DevOps, APIs, and AI agents using modern, dynamic approaches. Drawing on his extensive industry expertise and strategic perspective, Gaehtgens will further strengthen BeyondTrust’s market-leading solutions, empowering customers to better secure critical identities and significantly reduce risk across their organizations.

As a Gartner analyst, Gaehtgens was instrumental in shaping industry thinking and advis-

ing hundreds of enterprise CISOs globally. His expertise has deeply influenced the evolution of PAM, helping organizations understand and secure privilege escalation pathways. Gaehtgens’s insights into machine IAM, API security, and modern infrastructure and DevOps practices uniquely position him to help BeyondTrust capitalize on emerging market opportunities.

“I’m thrilled to be joining BeyondTrust at such an exciting time for the company,” said Gaehtgens. “The potential here is incredible, and I can’t wait to help drive our next phase of innovation and growth. The identity landscape is evolving rapidly

– we’re seeing new complexities emerge around machine identities, APIs, DevOps workflows, and now AI agents. These are the kinds of challenging problems that get me energized. I’m looking forward to working with the team to develop solutions that not only address these critical security gaps but also cement BeyondTrust’s position as the leader in this space.”

Gaehtgens will also play a pivotal role as BeyondTrust’s public-facing evangelist, continuing his prominent thought leadership activities at industry conferences, webinars, and executive customer forums, helping to advance both customer and market understanding of critical identity security trends.

“We are thrilled to welcome Felix to BeyondTrust Nation,” said Janine Seebeck, CEO at BeyondTrust. “Felix brings unmatched strategic vision and industry expertise, encompassing years of engagement talking with CISOs around the globe, that will drive innovation across our identity portfolio. Felix has seen the inside and the future of security, and has chosen BeyondTrust as the most strategic place to transform identity security. His expertise and passion will accelerate our growth and deepen our ability to serve customers around the world.”

CMC Networks Onboards Mahesh Jaishankar As Its MD

CMC Networks, Africa’s premier networking provider and a subsidiary of center3, has appointed Mahesh Jaishankar as Managing Director. He will lead the company’s strategy to drive growth in AI-powered connectivity, combined with on-theground expertise across Africa and the Middle East.

Jaishankar brings extensive leadership experience to the role after an advisory position at Arthur D Little and serving as Head of Strategic Negotiations, GNA at Google. He was also instrumental in the launch and growth of datamena as a global digital hub, while at du. Under his leadership, datamena was established as the premier regional connectivity ecosystem and a global destination for hyperscalers, OTT players, carriers and enterprises seeking seamless access to the Middle East and Africa.

“Mahesh brings over 25 years of experience in building and scaling advanced digital infrastructure businesses. His deep expertise with hyperscalers, carriers, and enterprises, coupled with a proven track record of establishing regional platforms with global relevance, makes him ideally suited to lead CMC Networks into its next

phase of growth,” said Fahad Alhajeri, CEO of center3 and Chairman of CMC Networks. “We are confident that under his leadership, CMC will strengthen its position as the leading provider of intelligent, AI-driven connectivity solutions across Africa and the Middle East.”

center3 completed the acquisition of CMC Networks in June 2024. Since the acquisition, CMC Networks has accelerated its adoption of

Artificial Intelligence for IT Operations (AIOps), taking a leadership position in AIOps in African connectivity. Its innovation in AI is underpinned with 35 years of on-the-ground experience serving 62 markets across Africa and the Middle East.

“I’m honoured to take on the role of Managing Director at CMC Networks at such a pivotal moment for AI, innovation, and the growth of Africa’s digital economies,” said Mahesh Jaishankar, Managing Director at CMC Networks. “CMC has an incredible heritage, and proven track record of delivering industry-leading customer experience across the most complex markets in the world. Together with our customers and partners, we will accelerate growth, unlock new opportunities, and deliver the intelligent, scalable connectivity solutions that Africa and the Middle East need to thrive in the digital era.”

Jaishankar holds a degree in engineering and an MBA, and has combined technical expertise with commercial leadership throughout his career. Beyond his corporate roles, he has been active in supporting entrepreneurship and innovation across the region as a charter member of TiE Dubai.

CHANNEL PIONEERS: 30 YEARS OF INNOVATION, TRADE & TRANSFORMATION IN DUBAI

Dubai’s IT traders have evolved from humble hardware merchants to innovative solution architects, driving three decades of transformation that shaped the city into a thriving global tech hub and innovation powerhouse.

For more than three decades, Dubai has not only watched technology evolve — it has shaped that evolution. Behind the sleek towers, smart city initiatives, and regional headquarters of global tech giants, there is a quieter yet powerful story: that of the IT traders who grew alongside the city, adapting, innovating, and laying the foundations of what would become a global tech hub. Their journeys— marked by risk, foresight, and relentless reinvention—offer a unique lens through which to view Dubai’s transformation from trading outpost to digital powerhouse.

The Early Days: Building the Marketplace

In the early 1990s, Dubai was not yet the gleaming technology hub the world would later come to know. Electronics, computer hardware, and peripherals were traded largely as commodities. Showrooms and small storefronts in areas like Khalid Bin Waleed Road, Bur Dubai became the beating heart of this emergent trade. In those days, customers walked in, browsed among stacks of monitors, hard drives, keyboards, and printers, and walked out with their purchases. The ecosystem was primitive but promising.

Uma Shankari, Managing Director at Luckystar Computers, remembers stepping into that milieu in 1993 and feeling the energy. “I’ve witnessed Dubai’s transformation firsthand. The launch of Computer Plaza was a turning point—it became the nucleus of IT trade in the early days,” she says. In her view, that physical concentration of supply and demand created visibility, competition, and scale. It was a place where traders learned margins, logistics, and the rhythm of demand.

Similarly, Shailendra Rughwani, Chairman of Experts Computer Group, recalls the transition from the non-internet era—pagers, modems, floppy disks—to the early days of email and mobile. “We adapted at every step, evolving with the market,” he says. The challenges were many: inconsistent distribution networks, high import costs, limited local infrastructure. But those hurdles also cultivated grit, creativity, and a spirit of entrepreneurship.

Seeding the Infrastructure: Free Zones and Strategic Vision

As trade matured, the next wave of growth came from structural enablers. Dubai’s government and its institutions recognized that technology could be a strategic pillar, not just a commercial segment. The creation of free zones—Dubai Internet City, JAFZA, DAFZA, and more—offered companies tax advantages, regulatory clarity, and logistical ease. Together with programs like Smart Dubai, the city projected itself as an incubator of ideas and investment.

Uma points to these initiatives as essential junctures: “Dubai’s stable leadership, strategic geographic location, and world class infrastructure attracted global tech brands while nurturing local entrepreneurship. Events like GITEX gave us a global platform.” These elements turned Dubai from a regional trading hub into an attractive launchpad for global tech operations.

For Shailendra, policy changes like reduced customs duties on IT products and VAT incentives for B2B trade were equally transformative. “These initiatives positioned Dubai as a regional re-export and technology hub, enabling companies like ours to scale across the region,” he reflects. The regulatory environment began to reward scale, innovation, and cross-border expansion.

Vasant Menghani, founder of Quality Gulf (TOUCHMATE), adds that institutional support allowed entrepreneurial brands to grow beyond reselling: “With free zones empowering us to ship products seamlessly across continents, we aligned with government-backed initiatives like the Dubai Shopping Festival, boosting Dubai’s status as a tech and retail destination.” His company embraced manufacturing, logistics, and software, bridging the divide between trade and innovation.

Evolving the Trade: From Hardware to Smart Systems

As Dubai’s infrastructure matured, the nature of IT trade also shifted. The early volumes of hardware—desktops, monitors, printers, components—gradually gave way to integrated systems, smart devices, and cloud-enabled software. The advent of internet penetration, mobile access, and

SHAILENDRA RUGHWANI CHAIRMAN OF EXPERTS COMPUTER GROUP

“DUBAI NOW SERVES AS A KEY GLOBAL SOURCING HUB.”

digital services changed not just what sold, but how it sold.

Uma describes the transformation: “In the 1990s, IT trade in Dubai was simple—mostly about physical products like PCs, printers, and accessories. Customers would visit showrooms, browse options, and take their purchases home. Today, we serve a much more informed and connected customer base. The market has shifted towards smart devices, cloud solutions, cybersecurity, and AI-driven technologies.” For her, the pivot from product-centric to solution-centric offerings has been both the biggest challenge and opportunity for her business.

TOUCHMATE’s evolution under Vasant’s leadership provides a vivid example of that shift. The brand started with PCs and hardware, then expanded into tablets, smartwatches, IoT devices, and SaaS platforms. “What once was a volumedriven, hardware-centric market has shifted toward smart, cloud-enabled, value-added ecosystems,” he says. Vasant’s team built a “full ecosystem” — integrating devices, software, connectivity, and services. Their move into HR and payroll

UMA SHANKARI

MANAGING DIRECTOR AT LUCKYSTAR COMPUTERS

“RESILIENCE IS NOT A STATIC GOAL BUT A CONTINUOUS PROCESS OF ADAPTATION, ALIGNMENT, AND REINVENTION.”

software (Team 365) marks a bold redefinition of what an IT trader can be.

Shailendra, too, reflects on the change: “Dubai now serves as a key global sourcing hub — not just for the Middle East, but for markets in the US, Latin America, and Europe.” He attributes this to Dubai’s innovation-friendly ecosystem and nimble logistics—factors that allow hardware, systems, and smart solutions sourced in the UAE to find markets across continents.

Weathering Disruption: The Strategy of Survival

No long journey is without storms. Economic recessions, global competition, currency shifts, supply chain shocks, and technological disruption all tested Dubai’s IT trade community. The way these pioneers responded reveals their enduring lessons.

Uma credits diversification and consistency. “We built strength across four pillars—Retail, Corporate, Export, and Service. Rather than chasing short-term gains or engaging in price wars, we focused on long-term relationships, quality service, and trust.” That steady foundation let her company weather market swings without sacrificing identity.

Shailendra echoes this approach: “We prioritized customers and partners, stayed adaptable, and remained cost-conscious. We expanded and diversified our product portfolio, enabling us to stay ahead of market trends.” He emphasizes the importance of continuity—retaining key talent, managing costs, and maintaining service levels even in lean years.

For Vasant, manufacturing and integration

proved critical buffers. “During downturns, our lean operating model and regional presence gave us agility. We focused on relationships, service, and brand value.” By owning manufacturing and supply chains at home, TOUCHMATE could adjust pricing faster, control quality, and respond to market shifts directly.

Underlying all these strategies is an ethos: resilience is not a static goal but a continuous process of adaptation, alignment, and reinvention.

The Trader’s New Role: Architect of Solutions

One of the most remarkable transitions these veterans describe is the redefinition of what a “trader” means. No longer merely a merchant of hardware, the modern IT trader must be a solution architect, a digital integrator, and a trusted advisor to customers.

Uma emphasizes the hybrid expectation: “A hybrid approach—strong retail presence combined with e-commerce efficiency—is essential. Adaptability, digital literacy, and customer engagement are now as important as product selection.” In other words, hardware sales are necessary but no longer sufficient.

Vasant underscores how TOUCHMATE embraced expansion into software and cloud services. Their SaaS offering and full-stack solution model exemplify how the trader is now also a platform provider, bridging devices, data, and applications. The physical roots remain, but the branches stretch deep into services and ecosystems.

Shailendra notes that traders who survive will be those who “embrace digital platforms, marketplaces, and automation to stay competitive.” The ability to combine global reach with local insight is becoming the new benchmark.

Looking Ahead: Dubai’s Next Frontier in Tech Trade

As Dubai evolves, these pioneering traders see not just opportunity, but responsibility. The city, they agree, is poised to progress from hub of trade to hub of innovation. The foundations they helped lay will now be layered with AI, cloud, digital services, and sustainable technologies.

Uma sees Dubai as an enduring nexus: “Its location between East and West continues to be a major advantage for logistics and global connectivity. With government backed initiatives and strong private sector engagement, Dubai is not just keeping pace with global tech — it’s helping define it.” In her mind, the future lies in Dubai’s ability to attract and cultivate technology firms around emerging fields.

Shailendra foresees a growing role in global sourcing, R&D, and export of smart systems. The infrastructure is already in place; the next step is

“DUBAI’S UNMATCHED SPEED, CONNECTIVITY, AND EASE OF DOING BUSINESS MAKE IT IDEAL FOR NEXT-GEN IT GROWTH.”

innovation. He believes Dubai will evolve from trade center to design and innovation hub, with traders becoming enablers of that shift.

For Vasant, the vision is bold but familiar: “We’re investing in advanced manufacturing, distribution, software, and retail to align with this vision. Dubai’s unmatched speed, connectivity, and ease of doing business make it ideal for nextgen IT growth.” He is confident that TOUCHMATE, as a Dubai-born brand, will remain at the leading edge of that wave.

Epilogue: Legacy in Motion

The stories of these IT traders are more than business histories—they are the biographies of a city and a region in constant flux. From showrooms in Computer Plaza to global supply chains, from hardware volumes to AI-enabled platforms, their journeys mirror Dubai’s transition from trade hub to tech hub.

Their resilience teaches that adaptation must be continual, values must anchor innovation, and infrastructure must be matched by culture and vision. They remind us that behind every city’s gleam are individuals who met uncertainty with courage and foresight.

As Dubai looks toward tomorrow, the legacy of these “Channel Pioneers” or “IT Trailblazers” (as some might call them) continues to pulse in its markets, policies, and startups. Their early bets, incremental pivots, and bold expansions are now woven into the DNA of Dubai’s tech future. In the era ahead—when AI, quantum, IoT, and smart cities reshape our world—they will not be spectators. They will be among the architects.

CORSAIR LAUNCHES NEW PREMIUM VOID V2 WIRELESS MAX GAMING HEADSET FOR XBOX AND PC

CORSAIR has introduced the VOID v2 MAX WIRELESS Gaming Headset series, featuring dedicated models for Xbox and PC. Engineered for gamers seeking premium performance, the VOID v2 MAX combines immersive audio, longlasting wireless connectivity, and exceptional comfort to deliver a next-level gaming experience across platforms.

“The CORSAIR VOID family of gaming headsets has become synonymous with high-quality gaming audio, lasting comfort, and superb build quality,” said Tobias Brinkmann, Vice President and General Manager of Gaming Peripherals.

“The VOID v2 MAX for Xbox and VOID v2 MAX build upon the strong foundation of the

VOID WIRELESS v2 with customer requested features to deliver an even higher level of excellence that Xbox gamers, PC gamers, and players on all consoles will enjoy.”

Xbox players can experience rich, immersive sound in their favorite games with the officially certified VOID v2 MAX WIRELESS for Xbox. Its powerful audio is driven by custom-tuned 50mm neodymium drivers and Dolby Atmos Spatial Audio. Simultaneous 2.4GHz wireless and Bluetooth connections provide seamless connectivity, allowing players to hear multiple sources at once.

This fan-requested feature lets players take calls and listen to music or podcasts on their phone while still listening to Xbox or other game audio.

For added convenience, Xbox players can quickly adjust the balance between game audio and chat right from the earcup. It also features a best-inclass, omnidirectional microphone with NVIDIA Broadcast® technology which utilizes AI to cut out background noise and deliver crystal-clear communication.

PC gamers can get the most out of their audio with the VOID v2 MAX WIRELESS gaming headset, which boasts all the same features as the Xbox model plus Sonarworks SoundID. This powerful audio calibration software allows players to tune their headset’s output to create a custom sound profile tailored to their unique hearing and preferences.

Built with a lightweight yet durable construction, these headsets are designed for all-day comfort with memory foam ear cushions and breathable microfiber fabric to keep you cool and comfortable for hours. With a massive 70 hours of battery life, these headsets are primed for marathon gaming sessions. When the battery runs low, fast charging provides an extra 6 hours of game time from just a 15-minute charge.

Both of these versatile new additions to the VOID family are also compatible with PlayStation 5, Nintendo Switch 1 and 2, Mac, mobile devices, and more. They join CORSAIR’s expanding armada of headset options for console gamers alongside the acclaimed VIRTUOSO MAX WIRELESS and HS80 MAX WIRELESS.

STAY AHEAD OF THE CURVE WITH CHANNEL POST MEA