< PreviousFEATURE 30 Edge/ September 2024 RIVERBED – GHASSAN ABOU RJEILY, REGIONAL CHANNEL SALES MANAGER – EMERGING EMEA Simplifying Transactions and Enhancing Technology Adoption Ghassan Abou Rjeily, Regional Channel Sales Manager – Emerging EMEA at Riverbed, delves into the critical role channel partners play in simplifying transactions and facilitating technology adoption in the MENA region. “The channel partner’s role is pivotal in simplifying transactions for vendors,” Abou Rjeily explains. These partners act as intermediaries, bridging the gap between foreign vendors and local customers by overcoming language barriers and navigating local regulations. Abou Rjeily underscores the importance of trust in building strong customer relationships. “Trust is paramount,” he says, noting that channel partners are often the fi rst point of contact with customers. They invest in creating labs and training resources, coordinating with vendors to conduct testing and provide real-world demonstrations. Addressing the challenges channel partners face, such as fi nancial constraints due to extended payment terms, Abou Rjeily highlights the need for a strong local distribution network. “Channel partners, particularly those with substantial fi nancial resources, help mitigate fi nancial challenges by off ering more favourable payment terms,” he adds. SENTINELONE – MERIAM EL OUAZZANI, REGIONAL DIRECTOR, META Bridging the Gap Between Technology Vendors and End-Users Meriam El Ouazzani, Regional Director, META at SentinelOne, discusses the crucial role channel partners play in bridging the gap between technology vendors and end-users in the MENA region. “Channel partners are the bridge that connects vendors to the end-users,” El Ouazzani states. They provide essential services, including distribution, implementation, and support, ensuring that cybersecurity solutions are accessible across the region. El Ouazzani identifi es the challenges that channel partners face, such as navigating diverse regulatory environments and intense competition. “Navigating the complex regulatory landscapes across diff erent countries can hinder market entry,” she notes. To overcome these challenges, El Ouazzani advocates for harmonising regulatory frameworks and investing in education and training programs. Channel partners are also innovating to stay competitive, embracing digital transformation and leveraging advanced technologies like AI and cloud computing. “By focusing on customer-centric approaches and providing customised value-added services, channel partners can diff erentiate themselves in the dynamic tech landscape,” El Ouazzani adds. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 30Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3002/09/2024 19:4402/09/2024 19:44FEATURE Edge/ September 2024 31 REDINGTON MIDDLE EAST AND AFRICA – DHARSHANA KOSGALAGE, EXECUTIVE VICE PRESIDENT, TECHNOLOGY SOLUTIONS GROUPSAMADONI, GENERAL MANAGER JUNIPER NETWORKS – FAYEZ EWEIDAT, HEAD OF ENTERPRISE – MIDDLE EAST, TURKEY AND AFRICA Empowering Partners for Digital Transformation Evolving Roles in the Digital Transformation Era Dharshana Kosgalage, Executive Vice President, Technology Solutions Group at Redington Middle East and Africa, discusses the integral role of channel partners in driving digital transformation across the MENA region. “Channel partners are the crucial link between technology vendors and end-users,” Kosgalage states. These partners bridge the gap by translating complex technology solutions into practical applications for businesses. Kosgalage highlights the challenges that channel partners face, such as keeping up with rapidly evolving technologies and managing economic fl uctuations. “The tech industry is fast- paced, and channel partners must stay ahead by continually upskilling,” he notes. To address these challenges, Redington focuses on empowering partners through training programs and platforms like CloudQuarks and DigiGlass. “We empower our channel partners by providing them with the tools and resources needed to succeed in a rapidly evolving market,” says Kosgalage. Redington’s initiatives ensure that partners can eff ectively manage changes and contribute to a robust and resilient tech industry. Fayez Eweidat, Head of Enterprise – Middle East, Turkey and Africa at Juniper Networks, elaborates on the evolving role of channel partners as trusted advisors in the digital transformation era. “The role of the channel partner is evolving; partners are now acting as trusted advisors,” Eweidat notes. By off ering expertise and tailored services, these partners help customers maximise their return on investment. Eweidat identifi es the challenges channel partners face in a competitive market and the need to diff erentiate their off erings. “Channel partners must innovate to remain competitive,” he says. By adopting AI-native networking solutions and diversifying their business models, partners can off er enhanced services that meet a wide range of customer needs. Eweidat also advocates for selecting vendors with strong partner programs that provide comprehensive training, tools, and resources. “A well-structured partner program can equip partners with the knowledge and skills needed to deliver cutting-edge solutions,” he adds. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 31Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3102/09/2024 19:4402/09/2024 19:44FEATURE 32 Edge/ September 2024 EPICOR – PAUL FLANNERY, VP CHANNEL SALES Building and Developing Successful Channel Partnerships Paul Flannery, VP Channel Sales at Epicor, off ers insights into the strategies for building and developing successful channel partnerships in the MENA region. “The channel is the engine for growth,” Flannery asserts. He emphasises the importance of channel partners in scaling business operations across diff erent regions, especially in areas with limited resources. Flannery acknowledges the challenges partners face, particularly the shift towards a cloud-based model. “The transition from on-premise to SaaS has fi nancial implications for partners,” he notes. To support partners through this transition, Epicor has introduced a commercial model that helps partners manage their cash fl ow during this shift. Flannery also highlights the need for specialisation and capability building among channel partners. “We encourage our partners to specialise in specifi c verticals where they can add the most value,” he says. Epicor invests heavily in training and capability building, ensuring that partners are well-equipped to handle complex deals and deliver superior customer experiences. OPSWAT – PRABHU JAYARAM, SENIOR CHANNEL DEVELOPMENT MANAGER- META & CIS Navigating the Cybersecurity Landscape Prabhu Jayaram, Senior Channel Development Manager- META & CIS at OPSWAT, addresses the challenges channel partners face in navigating the vast array of cybersecurity technologies available in the MENA region. “There are over 3,600 cybersecurity-specifi c technology companies off ering more than 1,800 similar solutions,” Jayaram explains. This abundance of options makes it challenging for channel partners to determine the best solutions for their operations and customers. Jayaram highlights the importance of forming the right alliances and conducting proper due diligence. “It’s vital to align with the right partnerships in the region,” he states. Jayaram cites the success of OPSWAT’s partnership with Starling, which has provided a robust pipeline and led to the development of a critical infrastructure protection (CIP) lab. To ensure mutual growth, Jayaram advocates for continuous enablement and support from technology vendors. “We enable our partners through self-paced modules and channel boot camps,” he says, emphasising the importance of hands-on enablement for partners. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 32Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3202/09/2024 19:4402/09/2024 19:44FEATURE Edge/ September 2024 33 PFU – TAREK AKL, BUSINESS DEVELOPMENT MANAGER SNOWFLAKE – SELIM ABID, PARTNERS & ALLIANCES LEAD, META REGION Driving Market Growth Through Local Expertise Accelerating Technology Adoption in the MENA Region Tarek Akl, Business Development Manager at PFU, discusses the critical role of channel partners in driving market growth through their local expertise and insights. “Channel partners are vital in ensuring that technology reaches the right target audience,” Akl states. These partners leverage their extensive local networks and connections to provide unique market insights, giving the tech industry a competitive advantage. Akl highlights the challenges channel partners face, including keeping up with regulatory and compliance developments and managing the rapid pace of technological adoption. “Engaging channel partners requires ongoing knowledge and skills development,” she notes. Akl advocates for the use of partner portals like PFU’s Imaging Channel Program to overcome these challenges and enhance partner support. PFU also provides its partners with access to rich product content and fi rst access to new product launches. “By equipping our channel partners with the necessary tools and resources, we empower them to be outstanding brand ambassadors,” Akl adds. Selim Abid, Partners & Alliances Lead, META region at Snowfl ake, emphasises the crucial role of channel partners in accelerating technology adoption and scalability in the MENA region. “Channel partners act as key facilitators, localising and adapting global technologies to regional specifi cs,” Abid explains. This localisation ensures that technological solutions resonate well with local business practices and consumer expectations. Abid discusses the challenges channel partners face, such as rapid technological changes and diverse regulatory environments. “Channel partners need robust support from vendors to navigate these challenges,” he notes. Snowfl ake supports its partners through the Snowfl ake Partner Network, which provides incentives, accelerators, and joint go-to-market initiatives. Abid also highlights the importance of data and AI strategies in shaping the future of channel partners in the MENA region. “Partners are pivotal in helping companies navigate the complexities of initiating and implementing AI projects,” he says. This support is essential for fostering a deeper understanding and implementation of AI technologies across the region. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 33Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3302/09/2024 19:4402/09/2024 19:44FEATURE 34 Edge/ September 2024 AXIS COMMUNICATIONS – BASHAR AL DAOUD, TEAM LEADER UAE AND OMAN Strengthening Technology Adoption Through Channel Partnerships Bashar Al Daoud, Team Leader UAE and Oman at Axis Communications, delves into the importance of channel partners in strengthening technology adoption in the MENA region. “Channel partners are absolutely essential to our business model,” Al Daoud asserts. Axis Communications operates entirely through an indirect sales approach, relying on channel partners to supply, install, commission, and maintain its products and solutions at end customer sites. Al Daoud highlights the critical role channel partners play in gathering requirements and developing solutions. “Channel partners are often the fi rst point of contact with end users,” he notes. These partners consolidate input from multiple vendors to create comprehensive proposals, ensuring smooth and eff ective technology integration. Addressing the challenges channel partners face, such as fi nancial strains related to long payment cycles, Al Daoud advocates for a strong local distribution network. “A robust distribution network can off er extended payment terms and logistical support,” he says, helping channel partners manage their fi nancial challenges more eff ectively. SOLARWINDS – ABDUL REHMAN TARIQ BUTT, REGIONAL DIRECTOR – MIDDLE EAST The Critical Role of Channel Partners in the Middle East Abdul Rehman Tariq Butt, Regional Director – Middle East at SolarWinds, highlights the critical role channel partners play in the success of technology vendors in the Middle East. “Working closely with channel partners is crucial for success in the region,” Butt asserts. He emphasises that channel partners are essential for expanding a vendor’s reach and maintaining long-term customer relationships. Butt discusses the importance of channel partners in positioning a complete solution stack rather than just individual products. “The technology landscape is constantly evolving, and channel partners must evolve alongside it,” he notes. This requires a proactive approach to enablement, with vendors providing ongoing training and support to ensure that their partners are equipped to navigate the challenges and opportunities of the future. Butt also highlights the importance of innovation in maintaining a competitive edge. “Innovation is the key to staying relevant in the rapidly changing tech landscape,” he says. By embracing new technologies and business models, channel partners can continue to deliver value to their customers and drive long-term success in the region. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 34Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3402/09/2024 19:4402/09/2024 19:44FEATURE Edge/ September 2024 35 VAD TECHNOLOGIES – MARIO M VELJOVIC, GENERAL MANAGER Fostering Growth Through Channel Innovation Mario M Veljovic, General Manager at VAD Technologies, emphasises the importance of innovation and focus for channel partners to stay competitive in the rapidly evolving tech landscape. “If you do not innovate, the market will phase you out,” Veljovic asserts. He advises channel partners to specialise in areas where they excel and to invest in training and soft skills development. Veljovic acknowledges the challenges channel partners face, including the complexity of client requirements and fi nancial pressures due to rising interest rates. “The MENA region shows the strongest growth in technology adoption, making it a paradise for technology vendors,” he notes. However, this growth also presents challenges, such as long payment cycles and the complexity of client needs. To address these challenges, Veljovic advocates for teamwork and transparency between system integrators and value-added distributors. “System integrators should team up with the right value-added distributor to confi dently propose the right solutions to their clients,” he advises. By fostering collaboration and focusing on innovation, channel partners can ensure long- term growth and success in the MENA region’s tech industry. maintaining a competitive edge. “Channel partners should focus on areas where they can add the most value, whether it’s a specifi c technology or a particular industry sector,” he advised. By specialising in these areas, channel partners can build deep expertise and diff erentiate themselves from the competition, driving long-term growth and success in the MENA region’s tech industry. CHANNEL PARTNERS: The Unsung Heroes Driving MENA’s Tech Transformation The role of channel partners in the MENA tech landscape is undeniably crucial. As the region continues to undergo rapid digital transformation, these partners are not merely facilitators of growth but also critical innovation and market expansion drivers. From small startups to large enterprises, the diverse ecosystem of channel partners—including resellers, distributors, system integrators, and managed service providers—off ers essential support and expertise, helping businesses navigate the complexities of the technology market. The collaborative model between vendors and channel partners fosters a dynamic environment where knowledge transfer, technical support, and customer engagement are paramount. This synergy accelerates the adoption of advanced technologies and ensures that solutions are tailored to meet the unique needs of businesses across various sectors, such as fi nance, healthcare, and government. By leveraging local insights and global partnerships, channel partners are well-positioned to deliver innovative solutions that drive the region’s economic development and digital resilience. Looking ahead, the potential of channel partnerships in the MENA region is vast and promising. As businesses increasingly demand agility and fl exibility in their technology solutions, channel partners will play a crucial role in bridging the gap between cutting-edge innovations and practical, scalable applications. The ongoing investment in skills development and strategic alliances will further strengthen this ecosystem, enabling it to meet the evolving needs of the digital economy. Ultimately, channel partners will remain at the forefront of MENA’s tech revolution, championing growth, fostering innovation, and shaping a more connected, technologically advanced future for the region. Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 35Edge_Sep2024_26-35_Feature Channel Partners_13370074.indd 3502/09/2024 19:4402/09/2024 19:44FEATURE 36 Edge/ September 2024 FUTURE- PROOFING BUSINESSES IN THE MIDDLE EAST The Strategic Imperative of Full-Stack Observability for the Region CLOUD Words by Sindhu V Kashyap As the Middle East undergoes rapid digital transformation, the need for robust and resilient IT infrastructure has never been more critical. A key aspect gaining traction is full-stack observability. It integrates visibility across all layers of the IT environment, from applications and networks to databases and cloud environments. It ensures improved performance, security, and user experience. Full-stack observability surpasses traditional monitoring by off ering a unifi ed view of complex IT systems. Its proactive nature, allowing organisations to predict and address issues before they disrupt operations, is a crucial reason industry leaders advocate for this approach. They see its potential to enhance IT management and drive regional business growth. Charbel Khneisser, Vice President of Solutions Engineering for EMEA at Riverbed Technology, underscores the evolution from traditional IT monitoring to full-stack observability. “Unifi ed or full-stack observability, more accurately termed full stack telemetry for AI ops, is crucial for enhancing IT infrastructure in the region,” Khneisser says. “It provides visibility across entire domains, including networks, applications, databases, and cloud environments, allowing organisations to transition from reactive to proactive operations.” Sascha Giese, Global Tech Evangelist, Observability SolarWinds, stated the practicality of full stack observability, particularly in complex IT environments. “Full stack observability helps companies in the MENA region improve their IT infrastructure by ensuring that all components, from the front end to the back end and databases, are monitored and optimised. Traditional monitoring systems no longer suffi ce in today’s complex IT environments where everything is expected to run smoothly,” Giese explains. Jorge Longo, Vice President for the Middle East and Africa at Dynatrace, adds, “Given that more and more MENA organisations adopt cloud-native technologies in multi-cloud environments, with rapidly growing applications consisting Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 36Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 3602/09/2024 19:4502/09/2024 19:45FEATURE Edge/ September 2024 37 of thousands of microservices, traditional IT monitoring is no longer suffi cient to support wider business needs.” The transition to full-stack observability aims to address several core challenges, including data overload and the complexity of hybrid environments. Chris Zinn, DevSecOps Solutions Architect at Help AG, notes that this approach enhances security by providing an integrated view of the entire IT environment through continuous monitoring across all technology layers. “This enables early detection of potential security threats and improves threat detection and response,” Zinn explains. James Harvey, CTO Advisor for EMEA at Cisco Observability, emphasises the importance of future-proofi ng IT infrastructure. “Full stack observability requires a shift from mere monitoring to truly understanding the business context behind what you monitor. It provides a single pane of glass view of the entire environment, allowing technology leaders to have mature conversations about their direction, budget allocation, and overall strategy,” Harvey said. Giese elaborated on the transition from a cost centre to a value-producing entity, stating, “Full stack observability helps by providing detailed insights into IT operations, which allows companies to optimise performance and effi ciency. By leveraging observability tools, businesses can identify areas for improvement and innovation, ultimately supporting business goals and enhancing value.” A strategic approach is essential for companies in the Middle East looking to adopt full-stack observability. Jorge Longo outlines the steps: “Identify immediate needs, choose the right technology and vendors, invest in training and skill development, create a strategic plan, and implement solutions incrementally. Utilising AI and automation can enhance observability eff orts and improve overall effi ciency.” Bharani Kumar Kulasekaran, Product Manager at ManageEngine, concurs, emphasising the importance of end-to- end visibility across all IT layers. “Full stack observability provides organisations with real-time insights and facilitates data- driven decisions, ensuring seamless operations and improved IT infrastructure,” he said. Chris Royales, CTO of EMEA at Cloudera, added, “AI ops help drive down operational Full stack observability requires a shift from mere monitoring to truly understanding the business context behind what you monitor costs for both the customer and vendor. Additionally, when an enterprise’s infrastructure is trending toward hybrid on-premise and public clouds, full stack observability helps determine the most effi cient place to store data and run workloads.” AI ops, or Artifi cial Intelligence for IT Operations, is pivotal in full-stack observability. Khneisser explains, “AI ops uses advanced algorithms to detect anomalies and potential issues in real-time, enabling IT teams to address them before they escalate. This proactive approach optimises resource utilisation and provides contextual insights, enhancing overall operational effi ciency.” / Utilising AI and automation can enhance observability efforts Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 37Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 3702/09/2024 19:4502/09/2024 19:45FEATURE 38 Edge/ September 2024 Harvey pointed out the organisational change required, saying, “The fi rst step is to engage with customers to ensure they understand the diff erence between observability and monitoring and are prepared for the necessary organisational changes. This could involve architectural, personnel, and process changes.” Full stack observability enhances security by providing an integrated view of the IT environment through continuous monitoring across all technology layers. This enables early detection of potential security threats and improves threat detection and response.” Harvey emphasised the importance of future-proofi ng, noting that Cisco continuously listens to customers to ensure they are developing and acquiring the right technologies. “By continually listening and adapting, we ensure our solutions remain relevant and valuable,” he said. Giese stressed the importance of selecting the right tools and vendors. “Integrating full-stack observability tools into existing IT infrastructures is typically straightforward, especially when using well-known technologies and vendors. Challenges may arise with less common or region-specifi c technologies, so it’s important to discuss with vendors how quickly they can support new or niche technologies.” Royales advocates for selecting technologies designed with no single point of failure and the ability to be deployed in a distributed manner. “Cloud-native architectures built on open-source software with containerised applications and services can benefi t from full stack observability to understand component dependencies, hotspots, and bottlenecks in the overall system,” Royales said. / Cloud-native architecture built on open-source software with containerised applications can benefit from full-stack observability While cost is undoubtedly an essential concern for any organisation, what matters is the potential return on ROI Full stack observability signifi cantly enhances customer experience by ensuring high application performance and reliability. Royales stated, “Full stack observability improves the experience for both the organisation implementing the technology and the end customer, resulting in improved availability and performance at a lower cost.” Observability provides insights into how users use your products and services, which can help develop innovations tailored to their needs. It helps simplify and rationalise by removing or reducing applications and services that are not driving the proper returns. Kulasekaran added, “Organisations can leverage the insights and predictive analytics full-stack observability provides to adopt a proactive approach to their IT operations and prevent issues before they occur.” Compliance with regulatory requirements and industry standards is a critical concern for companies in the MENA region. Full stack observability aids in maintaining compliance by providing detailed logging and monitoring of all IT activities. This ensures that all transactions and changes within the IT environment are tracked and recorded, minimising the risk of non-compliance. Zinn added that full-stack observability enhances security by enabling early detection of security threats and improving threat response capabilities. “It provides a comprehensive audit trail of system activity, simplifying compliance demonstrations and risk mitigation,” he said. Full stack observability helps organisations meet regulatory requirements and align their IT operations with business goals, ensuring a unifi ed compliance and performance optimisation approach. It also brings signifi cant cost savings and effi ciency gains. Longo pointed out, “While cost is undoubtedly an essential Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 38Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 3803/09/2024 17:0003/09/2024 17:00FEATURE Edge/ September 2024 39 / Organisations must educate stakeholders on the value of full-stack observability concern for any organisation, what matters more is the potential return on investment (ROI), along with the payback period.” A recent IDC Business Value study reveals that organisations using Dynatrace to improve infrastructure and application observability can achieve a three-year ROI of 451 per cent and a six-month payback period. Enterprises signifi cantly improved the time it took to identify, remediate, and prevent performance problems. Longo emphasises that these savings are achieved by enhancing effi ciency and freeing up resources, like application developers, to focus on revenue-driving work. Organisations can minimise downtime by proactively identifying and resolving issues, thereby reducing revenue losses associated with operational disruptions. Additionally, full stack observability enables better management of cloud environments by optimising resource allocation, which helps control and Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 39Edge_Sep2024_36-41_Feature Full stack observability_13361508.indd 3903/09/2024 17:0003/09/2024 17:00Next >