< PreviousCOVER STORY 30 EDGE | February 2025 Mohammed Al-Sabbagh, Director & Co-Founder at Helpdesk Technologies, shares how the platform is revolutionising real-time support by combining geolocation, human expertise and instant connectivity to deliver personalised, localised solutions for everyday challenges SMART SUPPORT Words by Anita Joseph Photography by Ajith Narendra Edge_Feb2025_30-35_Cover story_13510963.indd 30Edge_Feb2025_30-35_Cover story_13510963.indd 3004/02/2025 16:2804/02/2025 16:28COVER STORY EDGE | February 2025 31 Edge_Feb2025_30-35_Cover story_13510963.indd 31Edge_Feb2025_30-35_Cover story_13510963.indd 3104/02/2025 11:1204/02/2025 11:12COVER STORY 32 EDGE | February 2025 In today’s fast-paced, technology-driven world, encountering technical challenges has become an inevitable part of life. Whether it’s troubleshooting a malfunctioning device, fi xing software bugs, or navigating complex systems, fi nding the right help can often feel like an uphill battle. Despite the abundance of resources available, several challenges persist, making technical problem-solving a daunting task for many individuals and businesses. OVERWHELMING VOLUME OF INFORMATION The internet is fl ooded with tutorials, forums, and troubleshooting guides. While this wealth of information is a blessing, it often becomes overwhelming. Searching for solutions to technical problems frequently leads to confl icting advice, outdated information, or overly technical jargon that can confuse non-experts. Identifying credible and reliable sources among the clutter is a challenge, particularly for those who lack technical expertise. RAPIDLY CHANGING TECHNOLOGY Technology evolves at a breakneck pace, with new devices, software updates, and tools being released frequently. This rapid evolution makes it diffi cult to keep up with the latest advancements and fi xes. A guide that was helpful six months ago may no longer be relevant due to updates or changes in functionality. Staying current requires time and eff ort that many people cannot aff ord, leaving them struggling to fi nd eff ective solutions. LACK OF SPECIALISED EXPERTISE While general technical issues can often be resolved through online searches or basic troubleshooting, more complex problems require specialised knowledge. Finding experts with the right skills can be challenging, particularly in niche areas of technology. Businesses often face this issue when dealing with proprietary software, legacy systems or advanced technologies like artifi cial intelligence or blockchain. COST OF PROFESSIONAL ASSISTANCE Hiring professional technical support can be prohibitively expensive, especially for small businesses or individuals. Tech support services, whether in-person or online, often charge high fees for their expertise. For many, the cost of assistance outweighs the benefi t, leaving them to struggle with problems on their own. This is particularly problematic for those on tight budgets, who may rely on outdated or ineffi cient solutions as a result. LANGUAGE AND COMMUNICATION BARRIERS Technical support often involves complex concepts that require clear and concise explanations. However, not all resources or support channels provide help in a user’s preferred language or at their level of understanding. This can lead to miscommunication, frustration, and unsuccessful troubleshooting. Additionally, language barriers can make it diffi cult to navigate forums or engage with international experts. LACK OF PERSONALISED SOLUTIONS Most online resources and troubleshooting guides provide generic solutions that may not address the specifi cs of a user’s problem. This lack of personalisation can lead to wasted time and eff ort, as users try to adapt broad advice to their unique situation. Personalised support, though more eff ective, is often harder to fi nd and more expensive. SECURITY AND PRIVACY CONCERNS Sharing technical problems with third-party experts or online forums can sometimes involve divulging sensitive information. This raises concerns about data privacy and security, especially in an era where cyber threats are rampant. Many people are hesitant to seek help for fear of exposing confi dential data or being targeted by scammers posing as legitimate tech support. TIME CONSTRAINTS Finally, the urgency of resolving technical issues adds another layer of diffi culty. Many individuals Helpdesk is designed to overcome the challenges posed by current support systems Edge_Feb2025_30-35_Cover story_13510963.indd 32Edge_Feb2025_30-35_Cover story_13510963.indd 3204/02/2025 11:1204/02/2025 11:12COVER STORY EDGE | February 2025 33 and businesses rely on technology for critical operations, and downtime can lead to signifi cant losses. The pressure to fi nd quick solutions often leads to frustration when resources are inadequate or time-consuming. Despite the incredible advancements in technology, finding help for technical challenges remains a significant hurdle for many. The combination of information overload, rapid technological changes, limited access to experts, and concerns over cost and security 04 Helpdesk is initially launching in 4 core categories creates a perfect storm of challenges. Addressing these issues requires a concerted eff ort from technology providers, businesses and individuals to create more accessible, user-friendly, and aff ordable solutions. Only by bridging these gaps can we make technical problem-solving a smoother and less stressful experience for all. HELP IS HERE Now, imagine a platform that works like Uber but for solving real-life problems. Help Desk Edge_Feb2025_30-35_Cover story_13510963.indd 33Edge_Feb2025_30-35_Cover story_13510963.indd 3304/02/2025 11:1204/02/2025 11:12COVER STORY 34 EDGE | February 2025 leverages geolocation technology to connect users with the nearest available “helpers” in real time. Unlike traditional support services, Helpdesk off ers personalised, localised solutions tailored to the user’s specifi c region and needs. Through audio, video, or screen sharing, users are instantly connected to knowledgeable helpers who can resolve issues such as technical diffi culties, DIY repairs or translations. “Things work diff erently in various regions,” says Mohammed. “By connecting users with local helpers, we ensure solutions are relevant and practical for their specifi c environment.” For Mohammed Al-Sabbagh, the inspiration for Helpdesk stemmed from a recurring issue. After years of daily tech support requests from family members, he sought an alternative solution. Despite searching for a platform designed to help the older generation navigate today’s technology, he found nothing suitable. That’s when the idea for Helpdesk was born. Leveraging his skills in C# and XAML, Sabbagh began developing Helpdesk as a side project. Ironically, during the development process, the IDE he was using stopped off ering support, leaving him stuck on a coding challenge—the very type of problem Helpdesk was meant to solve. This experience drove him to pursue Helpdesk as more than just a side project. ADDRESSING INDUSTRY PAIN POINTS Helpdesk is designed to overcome the challenges posed by current support systems. Whether its long customer support wait times, irrelevant AI- generated responses, or region-specifi c hurdles, Helpdesk bridges the gap with human-powered, on-demand assistance. Launching with four core categories—tech support, DIY repairs, live translations and education support—the platform off ers instant, expert solutions that don’t rely on the user diagnosing the problem themselves. 24/7 support for complex challenges Edge_Feb2025_30-35_Cover story_13510963.indd 34Edge_Feb2025_30-35_Cover story_13510963.indd 3404/02/2025 11:1204/02/2025 11:12COVER STORY EDGE | February 2025 35 One of the standout features of Helpdesk is its scalable helper network “Unlike Google or AI tools where you need to know the exact keywords, we connect you to real people who understand your problem and can solve it on the spot,” Sabbagh says. THE HUMAN TOUCH: ENHANCING AI WITH EXPERTISE While AI continues to evolve, it often fails to address nuanced, region-specifi c challenges. Helpdesk complements AI by integrating human expertise to provide accurate, actionable solutions. “AI might suggest a solution that works in one region but not in another. That’s where humans make the diff erence—off ering local knowledge and personalised support,” he explains. This unique combination ensures users get the best of both worlds: the effi ciency of AI and the reliability of human intuition. SCALABILITY: EFFORTLESS FOR HELPERS, ESSENTIAL FOR USERS One of the standout features of Helpdesk is its scalable helper network. By allowing helpers to share their existing knowledge with users, the platform off ers a unique opportunity for people to monetise their expertise eff ortlessly. “People already help friends and family with advice; we’re just giving them a way to earn from it,” Mohammed points out. “Users, on the other hand, will always need solutions to life’s challenges, making scalability on both ends achievable.” GLOBAL PRESENCE AND IMPACT Helpdesk is all set to make its debut at the Web Summit in Doha and launch globally including the UAE shortly. “In Dubai, we will be established in DIFC and are currently in the development phase,” Sabbagh adds. “We’re excited to make our debut in Doha,” Sabbagh says. “This platform is more than just a tool; it’s a movement built on the idea that human expertise can empower individuals, solve problems and create opportunities for helpers to share their knowledge and earn while making an impact.” Regionally, Helpdesk is exploring partnerships with law enforcement and tourism agencies in the GCC. Discussions include aiding traffi c management and connecting tourists with offi cials who can provide accurate, real-time guidance. A VISION FOR UNIVERSAL HELP With a focus on solving real-world problems through geolocation, human expertise and instant connectivity, Helpdesk is set to revolutionise how we think about support services. Whether it’s fi xing furniture, translating languages, or a navigating technical glitch, Helpdesk ensures help is always just a tap away. Edge_Feb2025_30-35_Cover story_13510963.indd 35Edge_Feb2025_30-35_Cover story_13510963.indd 3504/02/2025 11:1304/02/2025 11:13MARKETING PERSONALITY OF THE MONTH 36 EDGE | February 2025 Edge_Feb2025_36-37_Interview_13511051.indd 36Edge_Feb2025_36-37_Interview_13511051.indd 3604/02/2025 11:1504/02/2025 11:15MARKETING PERSONALITY OF THE MONTH EDGE | February 2025 37 GIVE US AN OVERVIEW OF YOUR ROLE AND INDUSTRY EXPERIENCE As Marketing Manager for Genetec in the META region, I oversee brand strategy, partner enablement, and impactful campaigns to drive growth and awareness. I have been part of the industry for close to 20 years and feel privileged to contribute to shaping the future of physical security through innovative solutions. My role at Genetec focuses on showcasing leadership in physical security, helping businesses enhance safet y and operational effi ciency through cutting-edge solutions. In my current capacity, I specialise in building strong stakeholder relationships and supporting our trusted partners and customers to thrive in today’s fast-paced, innovation-driven environments. IDEAL WEEKEND A perfect weekend for me would include lots of quality family time, exploring new restaurants in Dubai, catching up on the latest series and of course, 8 hours of uninterrupted sleep. FAVOURITE FOOD/CUISINE Growing up in France, I developed an appreciation for rich and diverse culinary Our Marketing Personality of the month is Martine Billmann Marketing Manager, Middle East, Turkey and Africa at Genetec MARKETING DRIVING POSITIVE TRANSFORMATION As a tech marketer, the biggest challenge—and opportunity—is navigating today’s rapidly changing business environment driven by evolving technologies and shifting customer expectations traditions. That said, I’m a big fan of Arabic cuisine—simple, fresh, and full of f lavor. Whether it’s a classic mezze or the scrumptious grilled spread, it’s always a win for me. WHAT YOU LOVE ABOUT YOUR JOB What I love most about my job is the opportunity I get to interact with people from diverse backgrounds. Working with incredible channel partners and vendors across the META region for close to 20 years has been truly inspiring. Their passion and commitment to excellence motivate me to drive real-world transformation and stay ahead in the dynamic physical security industry. MAIN CHALLENGE IN YOUR INDUSTRY As a tech marketer, the biggest challenge— and opportunity—is navigating today’s rapidly changing business environment driven by evolving technologies and shifting customer expectations. But this dynamic landscape also allows us to push the envelope, innovate and craf t authentic narratives. Staying agile and adapting to these changes isn’t just rewarding—it’s what keeps the industry and more importantly, my role, exciting and full of potential. Edge_Feb2025_36-37_Interview_13511051.indd 37Edge_Feb2025_36-37_Interview_13511051.indd 3704/02/2025 11:1504/02/2025 11:15CHANNEL 38 EDGE | February 2025 AI-powered analytics are proving critical for proactive oversight, enabling predictive maintenance and the swift detection of anomalies IT The IT channel landscape in the Middle East has been marked by signifi cant shifts in 2024. While economic pressures have eased, competition has intensifi ed as new players have entered the market, pushing incumbents to consider expansion into new geographies as a means of growing their revenues. Simultaneously, the growing emphasis on advanced technologies, particularly artifi cial intelligence (AI), has heightened the need for the channel to demonstrate exceptional technical capabilities. Success is found in serving as the bridge between business and IT, and moving up the value chain is essentially a mandate. Against this backdrop, channel organisations must now carefully craft their strategies if they are to be successful in 2025. It will be another year of change, presenting both challenges and opportunities. FOCUS, SPECIALISE, SUCCEED While the MENA region’s year-on-year spend across the tech spectrum is projected to rise at an appreciable 7.4%, crossing US$230 billion next year, partners that hone their focus will fare better than those that spread themselves too thin. And of the many areas they could specialise in, an obvious choice is cyber security. The region is witnessing a rise in cyber threats. Combined with increasingly stringent data protection regulations in the UAE and Saudi Arabia, /Abdul Rehman Tariq Butt cybersecurity is now at the forefront of organisational priorities. Businesses are urgently seeking advanced network security solutions, including Secure Access Service Edge (SASE) and Zero Trust architectures, to protect hybrid and remote work environments. For channel partners, this demand represents a signifi cant opportunity for their business. While it goes without saying that AI should be on every channel organisation’s agenda, here too, a more narrow focus will help. As enterprise networks grow more complex, the role of AI in network management, in particular, has become indispensable. AI-powered analytics are proving critical for proactive oversight, enabling predictive maintenance and the swift detection of anomalies. By integrating AI-driven tools, organisations can optimise network performance and signifi cantly reduce costly downtime. Channel partners who specialise in AI-enabled network management platforms are uniquely p l ac ed t o help enterprises navigate this complexity, off ering solutions that improve reliability, accuracy and effi ciency of businesses on a signifi cant scale. Be y ond t h ese immediate needs, the Middle East’s evolving cloud ecosystem is shaping the future of network management. The w i despr e ad adoption of hybrid and mul t i - cloud archi tec tures has sparked a growing preference for cloud- TRANSFORMATIVE STRATEGIES FOR CHANNEL ORGANISATIONS Words by Abdul Rehman Tariq Butt, Regional Director - Middle East at SolarWinds Edge_Feb2025_38-39_Channel Solar_13501568.indd 38Edge_Feb2025_38-39_Channel Solar_13501568.indd 3804/02/2025 16:3004/02/2025 16:30CHANNEL EDGE | February 2025 39 based solutions that ensure seamless integration, accessibility and scalability. Managed service providers off ering cloud-native monitoring, security, and management services are particularly well-suited to support enterprises and government entities in this transition. EVOLVING BUSINESS MODELS Once partners have identifi ed tech areas of focus, they must then decide on the best way to deliver the off erings to customers for maximum impact (and bottom line). Just as box moving has been all but phased out, today, even higher value integration is now becoming infeasible as a long- term business model. This model reduces tool sprawl for customers, enabling them to outsource deployment, management, and optimisation responsibilities to trusted partners. In turn, MSPs must elevate their expertise in service delivery, customer support and solution-oriented sales. Furthermore, as an MSP, partners will have an opportunity to become the consulting arms for clients, off ering end-to-end solutions that enable customer teams to focus on value creation. This approach requires breaking down silos, collaborating across IT teams, and building long- term relationships rooted in trust and innovation. By doing so, channel players can deliver tailored solutions that align with their client’s objectives while positioning the organisation as an indispensable partner in business transformation. /Cloud shaping the future of network management EFFECTIVELY ADDRESSING THE INEVITABILITY OF AI AI is reshaping the channel ecosystem, but enablement remains a critical challenge — particularly for MSPs managing sprawling toolsets across multiple vendors and solutions. While empowering customers to implement impactful use cases should be the north star, at present, an arguably greater and easier route to realise opportunity lies in using AI to streamline integration between solutions in the partners’ own environment to enhance the organisation’s operational effi ciencies. CHANGES IN LICENSING The evolution of licensing models is another critical consideration. The traditional model of selling solutions outright has given way to annual, quarterly, and even monthly billing cycles. Now, under pressure from end customers, the industry is moving towards per-user licensing — even at the infrastructure level. Companies like SolarWinds are already pioneering this shift, transitioning from IP-based models to node-based licensing that captures user activity. For channel partners, this evolution necessitates new profi t-and-loss models that accommodate user-based billing. Observability tools will be essential in enabling granular insights into per-user utilisation, ensuring accurate billing and optimised resource allocation. To succeed, channel partners must align with vendors off ering fl exible as-a- service models and innovative licensing structures, keeping pace with customer preferences an market reuriements for scalability and cost transparency. CHANNELLING SUCCESS As the Middle East’s IT landscape evolves, success for the channel in 2025 will hinge on focus, agility, and a willingness to embrace transformation. By specialising in high-demand areas while evolving into strategic MSPs, partners can secure their role as indispensable advisors. The time to act is now — seize the opportunities and partners can position their organisation to lead in this dynamic market. Edge_Feb2025_38-39_Channel Solar_13501568.indd 39Edge_Feb2025_38-39_Channel Solar_13501568.indd 3904/02/2025 11:1604/02/2025 11:16Next >