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Outlook 2022: “Going Back to In-Person Events Has Definitely Helped”

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Mareva Koulamallah, the Head of Marketing and Communications for the Middle East and Africa at Acronis, says 2021 was a very busy and successful year

How was 2021 for the industry and your company?
It was a very busy and successful year for us at Acronis. We are expecting over 100% YoY growth globally and even more in the Middle East region alone.

What sort of opportunities did 2022 bring along?
Going back to in-person events has definitely helped with re-connecting with our partners and helping them to further develop their business. It has also brought us new opportunities and new leads.

Did you face any challenges in 2021?
From a planning perspective, investing in multiple markets and opportunities simultaneously always presents its challenges. The difficulty was around where to go first, which priority to choose, and which project to fund as there were so many possibilities. Having a strategy for approaching things from various angles and various depths helped.

What were your key achievements in 2021?
For sure it has been the growth of our channel of distribution, the acquisition of new distribution partnerships as well, and then the tremendous branding recognition we have received across platforms.

What promises does 2022 bring along?
Further activities’ growth, continued increase in revenue, accelerated lead collection, team expansion, and even more focus on our cloud solutions.

Do you see opportunities in the regional markets with new markets opening up?
Any new market is an opportunity, but it is a matter of balancing the level of investment required to make it worthy and analysing if it is really worth it. We want to be present in as many markets as possible and we are paying attention to any new window of opportunity. Nonetheless, we are proceeding with caution and working on understanding the countries with the highest return on investment ratio.

According to you, which technologies will be in demand in 2022?
Machine learning and artificial intelligence will continue to lead the way around innovation and technological advancements. Any device used in such environments will still require the appropriate cyber protection and we will be glad to support you with the right services and solutions.

What will be your key focus areas for 2022?
Cloud is and will continue to be our priority.

What milestones have you set for 2022?
To double on the current expected growth.

What would you like to do differently in 2022, when compared with 2021?
Be quicker in investing in some markets, to put more effort in doing even more regional/local events across geographies within the region.

Do you plan to enter new markets or add new products/applications to your portfolio in 2022?
We have product updates planned, as we do every year. We ensure our products keep up to speed with the latest in cyber threats to remain efficient.

Following a successful Dubai CyberFit Summit this December, the Middle East is definitely on our priority list when it comes to 2022 final planning.

GITEX

Video: Netscout Focuses on its Solutions That Provide Business Assurance

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In this video, Emad Fahmy, the Systems Engineering Manager at NETSCOUT, says his company combines service assurance, cybersecurity, and BI to help regional businesses:

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GITEX

GITEX Global 2022: Palo Alto Networks to Showcase its Cybersecurity Tech

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Tarek Abbas, the Director of Systems Engineering for Emerging Markets at Palo Alto Networks, says GITEX Global has always been a great platform to showcase innovative cybersecurity products and services

Which products and solutions will you be showcasing at the event?
Yes, we have a much bigger presence at GITEX Global 2022 this year to be able to showcase our leading cybersecurity technology. Customers visiting GITEX will be able to see live demos of our best-in-class cybersecurity platforms representing our 3 main security pillars plus our services: Strata (The Networks Security with NGFW and SASE), Cortex (Endpoint security and SoC Automation, Unit42 Incident Response), Prisma Cloud (Cloud Security) and Professional Services.

What are your expectations from the event this year? 
GITEX Global has always been a great platform to showcase our new and innovative cybersecurity products and services. It’s a great opportunity to meet new and existing customers, partners, and other leading technology experts to discuss recent updates and trends in cyber security and get their feedback so we can continue our conversation developing our relationship as their security partner of choice.

What will be your theme of participation at GITEX? 
Palo Alto Networks is the world’s cybersecurity leader. We innovate to outpace cyber threats, so organizations can embrace technology with confidence. We provide next-gen cybersecurity to thousands of customers globally, across all sectors. Our best-in-class cybersecurity platforms and services are backed by industry-leading threat intelligence and strengthened by state-of-the-art automation. Whether deploying our products to enable the Zero Trust Enterprise, responding to a security incident, or partnering to deliver better security outcomes through a world-class partner ecosystem, we’re committed to helping ensure each day is safer than the one before. It’s what makes us the cybersecurity partner of choice.

Do you plan to run any online engagements such as webinars and offline engagements such as tech talks, demos, keynotes, and so on, alongside GITEX? 
Yes, we are proud to have Helmut Reisenger, Palo Alto Networks EMEA & LATAM CEO joining us for the event and delivering a Keynote at the GITEX Global Stage on Day 2 of the event. We will also run 6 different demo stations with live demos showcasing our leading cybersecurity platforms and services that are backed by industry-leading threat intelligence and strengthened by state-of-the-art automation. We will also run technical enablement sessions/workshops at different times during the week.

How have your regional strategies changed in recent months? 
Amid a time of geopolitical and economic uncertainty, the pandemic continued hybrid work, and the accelerating shift to the cloud, attackers have not stood still. Customers have never needed a strong cybersecurity partner more. Palo Alto Networks delivers what’s next in security to help organizations get ahead of the threat landscape, with broad industry recognition of our best-of-breed platforms: network security, cloud security, and security operations. We are committed to our customers in the region to deliver a seamless experience that puts them on a fast path to value.

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GITEX Global 2022: CrowdStrike Participates Under the Theme “Redefining XDR”

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Roland Daccache, the Systems Engineering Manager for META at CrowdStrike, says the company wants to connect with the event’s visitors, prospects, customers, and partners

Are you participating in GITEX Global 2022? If yes, which products and solutions will you be showcasing at the event?
This year we are excited to be participating in GITEX, with our local distributor Cyberknight, focusing on the theme of XDR and log management. We will be demonstrating our new platform modules, specifically identity protection, with so many customers looking forward to enhancing their Active Directory security posture, and we will also be showcasing our new capabilities in the threat intelligence space.

What are your expectations from the event this year?
GITEX is one of the largest exhibitions in the region, and with the world finally returning to some level of normality following the pandemic, we are thrilled to connect with the event visitors, prospects, customers, and partners, to listen to their pain points and discuss how CrowdStrike can help with all aspects of their cybersecurity aspirations.

What will be your theme of participation at GITEX?
Our theme for the year is “redefining XDR”. With a lot of buzz in the market around XDR, we are focused this year on bringing to our audience the value of XDR, the foundational elements of EDR, identity, and threat intelligence, and how all of these components weave together to protect the organizations’ bottom line.

Do you plan to run any online engagements such as webinars and offline engagements such as tech talks, demos, keynotes, and so on, alongside GITEX?
We already have two sessions scheduled at GITEX. I encourage all attendees to look them up in the event agenda and join us! We are running the CrowdStrike Adversary Universe World Tour in Dubai in the same week in the evening, as part of our 28 cities tour across EMEA – an example of the many activities planned in Dubai and the region for the year.

How have your regional strategies changed in recent months?
We have listened to the pain points of organizations in the Middle East, and taken initiative to significantly expand our workforce regionally, to help us serve more clients in the areas of EDR, XDR, identity protection, log management, and threat intelligence. On a global scale, we have also introduced many new modules and capabilities and acquired an external attack surface management solution to help our customers reduce their digital risk exposure.

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