< Previous20 edge_ july 2024 brand view Speeding ahead: e& UAE’s innovation drives growth and connectivity e& UAE’s CEO Masood M. Sharif Mahmood talks about the company’s contributions to the UAE’s leading position in global connectivity TELECOM In a world increasingly reliant on lightning- fast connectivity, e& UAE, recognised as the world’s strongest telecom brand, is continuously pushing the boundaries of innovation. From achieving record-breaking 5G speeds to pioneering AI integration, the company is revolutionising the way people connect and driving the future of a digitally empowered society. “The UAE has become a global hub for innovation and technology,” says Masood M. Sharif Mahmood, CEO of e& UAE. With a subscriber base exceeding 14.5 million, e& UAE is at the forefront of this digital transformation. Mahmood attributes this success to the company’s firm commitment to providing cutting-edge services and products that meet the ever-evolving needs of its customers. “We’re constantly investing in emerging technologies like AI and the Internet of Things (IoT),” he explains. “This focus on innovation not only enhances our operations and competitiveness but also allows us to deliver high-quality solutions that contribute to the development of society as a whole.” Mahmood highlights several key factors contributing to this success including, continuous upgrades to network infrastructure, a brand viewedge_ july 2024 21 brand view mmWave FR2 technology on a high-frequency 26 GHz spectrum, achieving exceptional speeds and range exceeding 10 kilometres per second.” Further emphasising e& UAE’s relentless pursuit of excellence and innovation, Mahmood says, “We’ve launched the 5G standalone Network, providing customers with a secure, independent network for optimal communication and data transfer across the UAE. Furthermore, we’ve broken records by achieving advance 5G download speeds at over 13 gigabits per second, solidifying the UAE’s position as a global leader in mobile network speeds.” Today, the UAE leads the world in Fibre-to-the- Home (FTTH) penetration with a penetration rate of 99.3 per cent, as reported by the FTTH Council. “The UAE’s proactive strategies and investments in fibre connectivity reflect the nation’s visionary leadership and its commitment to empowering people in the digital age. This dedication has positioned the UAE as a global benchmark for enabling communities through world-class digital infrastructure,” explains Mahmood. Building on its momentum, e& UAE continued to garner accolades in the first quarter of 2024. The company reinforced its global leadership by retaining the top spot for the world’s strongest telecommunications brand. This prestigious recognition was further bolstered by APAC’s Masood M. Sharif Mahmood, CEO, e& UAE steady stream of innovative services and products (such as enhanced entertainment options), competitive mobile data and internet plans, and a strong commitment to providing superior customer experiences. “Beyond subscriber growth,” Mahmood continues, “we’re actively redefining communications. We’ve successfully tested the world’s first 1.6 terabit-per-second Optical Transport Networking (OTN) solutions, marking a major leap forward in high-speed data transfer. Additionally, we pioneered the world’s first successful operation of a 5G network solely using e& successfully tested the world’s first 1.6 terabit-per- second Optical Transport Networking (OTN) solutions “Beyond subscriber growth, we’re actively redefining communications”22 edge_ july 2024 brand view Centre of Excellence awarding e& UAE the ISO 37001:2016 certification for its anti-bribery management system, underscoring the company’s commitment to ethical business practices. e& UAE also spearheaded advancements in global telecommunications. The company became the first operator to join Yahsat’s revolutionary Direct to Device (D2D) service, offering the advantages of satellite communication directly to smartphones. e& UAE introduced two new internet packages, ‘5Gbps’ and ‘10Gbps,’ designed to elevate the online experience for customers. Furthermore, the forthcoming rollout of a new fibre-optic network to homes (FTTH) promises to further enhance communication speeds. Innovation remains a cornerstone of e& UAE’s success. The company recently achieved a pioneering feat in the Middle East by successfully testing 50G PON technology for fixed broadband services. This revolutionary technology paves the way for ultra-fast communication speeds of up to 50 gigabits per second, empowering both individuals and businesses through fibre-optic networks. These achievements have culminated in e& UAE being named the “strongest telecom brand globally” for 2024 by Brand Finance. The company secured a score of 89.4 out of 100 on the Brand Strength Index (BSI), achieving the coveted leadership rating of AAA. This string of successes has also propelled e& UAE into the ranks of the world’s 20 most powerful brands. Delivering cutting-edge solutions through strategic collaborations Throughout 2024, e& UAE has solidified its leadership role in telecommunications and information technology by forging strategic partnerships that drive digital transformation, innovation, and unparalleled services for both individual and corporate customers. The company has entered into a strategic agreement aimed to equip businesses across the UAE with advanced communication solutions, empowering them on their digital transformation journeys. Demonstrating its commitment to innovation, e& UAE collaborated with Huawei to test the region’s first-ever 800GE router, marking a significant step towards the wider adoption of this groundbreaking technology. Additionally, e& UAE became the first organisation outside North America to deploy Microsoft’s Azure Operator Nexus and Azure Operator 5G Core solutions, reinforcing its position at the forefront of technological advancement. e& UAE’s collaboration with Ericsson has resulted in the implementation of solutions designed to elevate 5G network capabilities and provide enhanced experiences for UAE customers. This partnership leverages the latest advancements in technology, security, and operational updates. A testament to this collaboration is the successful data call made to the 5G network using Ericsson’s cloud Radio Access Network (RAN) technology within a specialised UAE lab. Continuing to push the boundaries of the communications sector, e& UAE’s partnership with Nokia successfully demonstrated the industry-first Multi-Access Edge Slicing technology directly on its network. Furthermore, e& UAE partnered with Corning Incorporated to launch a revolutionary Fibre-to-the-Yacht (FTTY) connectivity service at Yas Marina in Abu Dhabi. This collaboration provides advanced connectivity solutions for docked yachts, utilising Corning’s cutting-edge fibre optic cables ensuring high-speed, reliable Talent acquisition e& unveiled opportunities for Emiratis at National Service Career Fair brand view e& launched the world’s first autonomous communication store supported by AI technology in Dubai Malledge_ july 2024 23 brand view internet access for customers. Additionally, e& UAE entered a strategic partnership with Kizad to fully develop and upgrade the digital ecosystem of Razeen Residential City in Abu Dhabi. This initiative aims to enhance the quality of life for residents by integrating advanced digital solutions. e& UAE recently set a world record for 5G connection speed, showcasing its capabilities and commitment to enabling the UAE’s leadership in 5G networks. At the SAMENA Telecommunications Council Leaders’ Summit 2024, Mahmood proudly highlighted this milestone, saying, “We presented to global participants our experience of connectivity with a speed of 30.5 gigabits per second via the 5G network.” Driving innovation with AI AI technologies are a top priority for e& UAE, playing a crucial role in achieving strategic goals and enhancing customer service. Mahmood detailed the company’s initiatives: “We launched the ‘EASE’ smart store in Dubai Mall, the world’s first autonomous communication store supported by AI technology. This store offers customers an autonomous experience of replacing old phones with Smiles application points and features quick purchase options like ‘Pay & Pick’ and ‘Pick & Go’.” Earlier this year, e& UAE also released a report on the future of telecommunications with AI, showcasing over 400 AI use cases and 160 machine learning models in its operations. They collaborated with Amazon Web Services to enhance customer experiences using generative AI and expanded partnerships with Oracle and Microsoft to boost AI innovations and virtual assistants in customer service operations. e& UAE offers a wide range of innovative technological solutions to drive digital transformation and foster innovation in the business sector. Shedding light on their approach, Mahmood says: “We launched the ‘Microsoft Azure Multi- Access Edge for Enterprise’ service, providing modern applications to sectors like manufacturing and energy. Our ‘Wi-Fi as a Service’ solution ensures reliable, managed Wi-Fi coverage for businesses. Postpaid mobile phone packages and the ‘Business Pro’ service, along with customised Internet services like ‘Digital Internet’ and ‘Premium Digital Internet,’ support business productivity.” Empowering Emirati talents e& UAE has made substantial strides in supporting the Emiratisation agenda by attracting and developing Emirati talent. Underscoring the company’s commitment to this endeavour, Mahmood says, “We’ve always played a key role in Emiratisation and human resources training. We align with the Emirates Competitiveness Council’s ‘NAFIS’ initiative, aiming to empower UAE citizens in the communications and technology sectors. Our partnership with NAFIS has resulted in employing over 460 citizens in two and a half years, with a strategic plan to invest in future leaders.” The telco firm’s parent company, e&, takes pride in its advanced Emiratisation rate of 53 per cent, with Emiratis holding over 61 per cent of senior management positions. Additionally, the company has made significant progress in increasing female representation, with women comprising 25.8 per cent of the workforce and 15.5 per cent of management positions as of 2023. Their dedication to gender equality is further demonstrated by the signing of the UN Women Empowerment Principles and the introduction of the Women in Leadership programme. Looking ahead, e& aims to achieve a workforce gender diversity of 30 per cent by 2030, reflecting their vision of a more inclusive and equitable workplace where women can thrive and lead. e& UAE’s journey reflects a remarkable commitment to innovation, technology, and customer satisfaction. Under Mahmood’s leadership, the company has not only achieved significant milestones in subscriber growth and technological advancements but has also played a crucial role in establishing the UAE as a global leader in digital infrastructure. Exclusive benefits e& introduced offers for NAFIS beneficiaries 53% The Emiratisation rate of e&, with Emiratis holding 61% senior management positions24 edge_ july 2024 cover story THE MIDDLE EAST’S CLOUD REVOLUTION Embracing local infrastructures for data sovereignty CLOUD By Sindhu V Kashyap edge_ july 2024 25 cover story26 edge_ july 2024 cover story The Middle East is witnessing a significant shift towards local cloud infrastructures in its rapidly evolving digital transformation journey. Apart from this, stringent regulatory requirements and specific operational challenges unique to the region are also driving this strategic move. As countries across the region continue to prioritise the protection and localisation of sensitive data, companies operating within these borders must navigate a complex web of rules and strategies to ensure compliance while maintaining operational efficiency. Today, technology businesses are considering adopting local cloud solutions to comply more easily with local laws, enhance data security, and maintain competitiveness. Michael Byrnes, Director—Solutions Engineering, META at BeyondTrust, emphasised that setting up a local cloud involves multiple interconnected factors, especially in the Middle East. “One of the primary reasons is data sovereignty rules, which are crucial in regions like the UAE and other Middle East countries. To sell successfully, we must respect these local laws. Additionally, some technology we leverage, particularly advanced features that rely on AI and machine learning, cannot be effectively built on-premise in customer environments; it must be adopted through the cloud. This allows us to offer more sophisticated functionalities that would be impossible to implement locally.” For Middle Eastern countries, sensitive data must be stored and processed within the country, including personal, government, financial, or medical data. This approach ensures that data is protected under local laws and insulated from foreign jurisdictions. Hadi Jaafarawi, Regional VP for Middle East and Africa at Qualys, discusses the significance of having a local cloud setup in the region. “It helps in a lot of ways. Qualys has been established as a company offering cloud-based services. With time, we expanded to markets like the US and Europe, where we set up our clouds in Geneva, Switzerland. In the Middle East, we started around 2008 with a team on the ground to provide services. At the time, the concept of the cloud was quite new,” he added. Byrnes also highlighted customer benefits, including ease of use and quicker deployment times. He explained that customers also save money by not investing in IT personnel to manage backend platforms. “We take on the responsibility of management, which includes regular updates, security patches, and ensuring overall system reliability. This approach removes a significant burden from the customer’s IT team, allowing them to focus more on their core business operations,” he adds. Addressing the complexities and costs associated with building a local cloud, Byrnes explained, “Building a local cloud is indeed an expensive and complex proposition, but it’s not an uncommon request from our customers. We pre-package and pre-build our product to be efficiently shipped and deployed in all necessary countries to streamline this process. This pre-configuration ensures cover storyedge_ july 2024 27 cover story consistency and reliability across different regions.” Byrnes also acknowledges the limitations based on regional infrastructure. “Certain areas like South Africa might not have AWS support that meets all our needs, which restricts our ability to deploy there. The key is thorough planning and leveraging our global experience. We’ve successfully deployed similar solutions in various parts of the world, including Europe and the US, which gives us a strong foundation to replicate our efforts in the Middle East,” he noted. Byrnes outlined the pros and cons of building a local cloud. “The pros of building a local cloud are substantial. From a customer perspective, the most significant advantage is the massive cost savings. They benefit from not having to invest heavily in IT personnel and infrastructure. Security is another major pro. Since we handle all the patching and updates, customers are assured that their systems are always up-to-date with the latest security measures. This includes regular vulnerability management, DDoS protection, and other critical security functions.” He continued, “On the other hand, the cons for us as a vendor include the significant upfront investment in time and money to set up the local cloud. Initially, it’s a bit of a gamble, as we have to prove to our management and executives that there will be enough adoption to justify the investment. Another con is the increased responsibility we take From a customer perspective cost saving is the biggest advantage of a local cloud For Middle Eastern countries sensitive data must be stored within the country on, including managing the shared responsibility model where it can sometimes be unclear what the customer needs to manage versus what we handle.” Byrnes elaborates on the decision-making process for investing in a local cloud. Setting up a local cloud involves several critical factors. One of the main considerations is customers’ willingness to adopt cloud solutions, which is often influenced by cultural aspects and regional maturity regarding cloud adoption. Byrnes added that in South Africa, where cloud data centres from providers like Azure and AWS have been established for several years, customers are generally more comfortable and quicker to adopt cloud solutions. 28 edge_ july 2024 cover story “As our services expanded, customers began requiring more services from Qualys, and questions about data security and storage emerged. We ensure end-to-end security, encrypting data so that we do not have access to it. Customers with international business, especially in Europe and the US, were more receptive to cloud services. However, in the Middle East, critical infrastructure organisations like the banking sector and government entities required local data storage due to regulatory demands,” Jaafarawi explained. Harish Dunakhe, Senior Research Director, Software and Cloud at IDC, outlines the primary advantages of having a local cloud presence. The main benefits include: 1. Digital sovereignty: This is a key driver. It’s not just about data residency—where data is stored—but also about operational and technical sovereignty. This ensures that the control over data and operations remains within the country’s boundaries, crucial in mitigating risks associated with geopolitical conflicts and cybersecurity concerns. 2. Security and compliance: Local cloud instances offer enhanced security and compliance with local regulations. For example, the UAE has its Personal Data Protection Law (PDPL), and Saudi Arabia has its Cybersecurity Regulation and Control Framework (CCRF). These frameworks require that data be stored and managed locally to ensure compliance with national laws. 3. Economic benefits: Establishing local cloud infrastructure helps create jobs and contributes to the local economy. Countries like the UAE and Saudi Arabia aim to localise jobs and ensure that the economic benefits of cloud services remain within the country. “In the UAE, cloud data centres have been around for less than two years, so there’s still a need for customer education and maturity in cloud adoption. We also rely on market intelligence gained from deploying solutions in other regions like Europe and the US. We identify which products are hard to manage on-premise and would benefit from being offered through the cloud,” Byrnes said. Jaafarawi highlighted the advantages and disadvantages of local cloud services. “Providing cloud services locally can limit your market to non-critical infrastructure organisations like commercial entities. However, heavily regulated sectors like banking, oil and gas, and government require assurance of data control and local certifications.” Local data storage provides this assurance, but it requires extensive education and communication to highlight that security controls and protection are more critical than physical data location. Jaafarawi explained the complexities of setting up multiple cloud centers in the region. “We rely on cloud providers to handle the heavy lifting of physical and network security and certifications. We host our SaaS applications on top of these platforms, ensuring application security and compliance with local regulations. For instance, we are the first SaaS application certified by the UAE,” he states. “Strategic business decisions involve market assessment and customer engagement to determine the ROI of local cloud investments. This process can take months or even years to gather sufficient data and build a solid business case. For example, our initiative in Dubai started in 2012 and took eight years to launch the Qualys UAE cloud,” Jaafarawi added. As Dunakhe pointed out, these shifts are often based on risk-benefit analysis. Companies in highly regulated industries or those handling sensitive data are more willing to invest in local “Some technology we leverage, particularly advanced features that rely on AI and machine learning, cannot be effectively built on-premise in customer environments; it must be adopted through the cloud” Cloud data centres have been around for less than two years in UAEedge_ july 2024 29 cover story cloud infrastructure to mitigate risks. They prioritise security, compliance, and control over cost considerations. “On the other hand, companies in less regulated industries, such as e-commerce, may opt for global cloud services to benefit from lower costs and greater scalability,” added Dunakhe. Dunakhe also highlights the disadvantages. 1. Cost: Setting up and maintaining local cloud infrastructure can be expensive. This is particularly true for smaller companies or those without extensive IT budgets. 2. Complexity: Managing local cloud instances adds complexity to operations. Companies must ensure they have the expertise and resources to manage these environments effectively. 3. Scalability: Local cloud instances may not offer the same level of scalability as global cloud services. This can be a limitation for companies requiring rapid IT resource scaling.” Dunakhe explained why companies choose to adopt local cloud instances despite these challenges. “The decision often comes down to specific needs and regulatory requirements. For instance, companies in regulated industries like healthcare, finance, and defence have stringent data security and compliance requirements. They must ensure that their data is stored and processed within the country to avoid legal and security issues. Additionally, companies are increasingly concerned about geopolitical conflicts and the potential impact on their operations if their data is stored outside the country.” Dunakhe provides an example of a company or industry where local cloud instances are crucial. “Let’s take the healthcare industry as an example. Healthcare organisations handle sensitive patient data and must comply with strict regulations to protect this information. For instance, a healthcare provider dealing with VIP insurance information must ensure that their data is not exposed to any cybersecurity risks or geopolitical conflicts. Therefore, they prefer local cloud instances to maintain control and security over their data.” Digital sovereignty will continue to be a significant factor driving the adoption of local cloud services. As technology evolves, we expect more countries to implement stringent data protection laws, further driving the need for local cloud instances. “Additionally, as companies become more aware of the risks associated with global data storage, they will increasingly demand local solutions to ensure compliance and security,” added Dunakhe. In conclusion, the shift towards local cloud infrastructures in the Middle East is driven by a complex interplay of regulatory requirements, security concerns, and economic considerations. Strategic investments in local cloud technologies will ensure regulatory compliance, enhance data security, and maintain a competitive edge in the region’s dynamic market. cover story Local cloud infrastructures can be expensive cover storyNext >