Amr AlMasri, the Regional Director for the Middle East at Genesys, says the company will host several of its major regional partners

Are you participating in GITEX Global 2022? If yes, which products and solutions will you be showcasing at the event?
We, at Genesys, are very ecstatic to be participating in GITEX Global 2022. This is a significant year for us, as we will be present with a sizable stand and host several of our major regional partners to showcase the most advanced contact center and customer experience cloud, digital, and artificial intelligence technologies.

At the show this year, we will be showcasing Genesys Multicloud CX, the leading enterprise contact center software. The Genesys Multicloud CX platform is the contact center solution of choice for leading global businesses to create one-of-a-kind experiences at scale.

It allows enterprises to unify voice and digital channels, self-service, work items, and inbound and outbound interactions through native capabilities and best-in-class integrations so that businesses can create holistic, personalized experiences that delight their customers and engage their employees.

What are your expectations from the event this year?
GITEX has always been a key event for Genesys in the region and enables us to have impactful conversations with our channel partners and customers. This allows us to understand the market and its needs better while staying up to date with the latest trends and concerns within the customer experience field. Attending events where our stakeholders are present provides us insight into maintaining our position as the leader in customer experience facilitation.

What will be your theme of participation at GITEX?
Our participation at GITEX will revolve around the need for a larger emphasis on the customer experience within the Middle East. As 48% of companies in the Middle East report an increased push toward the deployment of digital transformation or the expansion of AI, data analytics, and cloud capabilities, it is crucial to understand how these technologies can elevate both customer and employee experience in order to streamline processes and optimize employees’ time. According to the Intelligence Report 2022, presented at the Customer Experience Live Show Middle East, 62% of businesses are in the process of reinventing their long-term CX strategy. We will thus be presenting Genesys’ solutions to assist regional companies in their CX, Cloud, Omnichannel, AI, and Back Office optimization of their customer journey.

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 will have the opportunity to host our customers and prospects at our Booth where we will present demos related to our Cloud Solutions with a vertical approach. In addition, our main partners will have the opportunity to showcase their strengths by sharing best practices and use cases, combining technology and best-in-class system integrations.

How have your regional strategies changed in recent months?
Organizations in the Middle East are reinventing customer experiences by adopting technology and we are committed to becoming a partner in their digital transformation initiatives. The Customer Experience (CX) industry has dramatically evolved in the post- Covid era. We believe a more empathetic approach towards customer needs is now more crucial than ever before.

The personalised experience will soon become the differentiator. Genesys’ Cloud First and hybrid-cloud strategies is how we plan on leading and achieving this transformative evolvement. We’re enabling our customers to gain an edge with a cloud-first or hybrid-cloud approach by demonstrating the value this strategy brings. Cloud-based and hybrid cloud platforms bring flexibility and modernization to digital infrastructures and allow businesses to create interactive and innovative customer experiences, thereby improving loyalty and enhancing performance.

Gordon Love, the Vice President for MEA at Mandiant, says digitalisation is on the rise in the region

Are you participating in GITEX Global 2022? If yes, which products and solutions will you be showcasing at the event? 
GITEX is one of the key events on our calendar in the region. This year, we’ll be showcasing Mandiant Advantage, our multi-vendor XDR platform that delivers Mandiant’s expertise and frontline intelligence to security teams of all sizes.

One of the modules within Mandiant Advantage is Attack Surface Management which allows organisations to see themselves through the eyes of the attacker. This has rapidly become a top priority given the sharp uptick in adoption of cloud, SaaS, and mobile across a distributed workforce which leads to an expanding, evolving, and changing attack surface subject to an increasing number of sophisticated threats. Organisations can use the insights from Attack Surface Management to continuously discover and monitor their exposures and enable intelligence and red teams to operationalise and inform risk management.

What are your expectations from the event this year? What will be your theme of participation at GITEX? 
GITEX provides a great opportunity to engage our customers and partners, as well as other organisations looking for ways to improve their cyber security posture. One thing we can always count on in the cyber realm is the level of uncertainty. Attackers regularly change their approach to evade detection, leaving defenders struggling to keep up, so we’ll be talking to organisations about taking a country/industry/company-specific intelligence-led approach to strengthening their defenses.

How have your regional strategies changed in recent months? 
Across the MEA and emerging region, we have a strong local presence, with a team based across the UAE, KSA, Qatar, Egypt, Morocco, South Africa, Turkey, Poland, Romania, and serving the whole region. Approximately half of the team is part of our consulting business, and as a business, we help organisations and government entities to develop more effective and efficient cyber security programs and instill confidence in their readiness to defend against and respond to cyber threats.

Digitalisation is on the rise in the region and although it holds immense potential for huge rewards, it also brings with it significant risks that organisations need to ensure they’re well-prepared to tackle. Mandiant’s latest M-Trends 2022 report confirms that professional and financial services, healthcare, retail, high tech, and government were the most frequent targets of cyber attackers throughout 2021, but no matter what the industry or size, every organisation should be working to strengthen and test their defenses.

We continue to initiate more dialogue with executive management in the region around cyber risk and the impacts proactive and reactive measures have on an organisation’s risk profile. Our approach, derived from numerous program transformations helps organisations identify, map, and drive down risks in a meaningful and methodical way.

Toni El Inati, the RVP for Sales at META and CEE for Barracuda Networks, says GITEX offers a unique opportunity to meet new industry stakeholders and re-engage with existing connections

Are you participating in GITEX Global 2022? If yes, which products and solutions will you be showcasing at the event?
Over the last year – and most notably, just last month – Barracuda introduced several innovative solutions. These include new capabilities that protect against persistent and evolving threats like ransomware and help customers solve complex digital business transformation challenges in the areas of Email Protection, Zero Trust Access, Managed XDR, and Data Protection. GITEX will offer us the opportunity to showcase these solutions and provide comprehensive overviews of how they can help regional enterprises achieve their digital ambitions in a safe and secure manner.

What are your expectations from the event this year?
For over four decades now, GITEX has been the premier technology trade show in the Middle East, and today, it stands as the world’s largest and most inclusive tech and start-up event. In a region where business is so highly relationship-oriented, GITEX offers a unique opportunity to meet new industry stakeholders and re-engage with existing connections – all within the context of understanding the latest advancements in technology that will help fuels the region’s incredible appetite for digital transformation.

At Barracuda, we see GITEX as a must-attend event that signals our deep commitment to our customers and partners in the region. We intend to have our top regional executives from across the region fly in to be present and available for engagements with attendees. From a team building and company culture perspective too GITEX proves invaluable.

What will be your theme of participation at GITEX?
At GITEX, we will showcase the breadth of our product portfolio, from email security and web application firewalls to cloud backup and network security. While these solutions enable businesses to effectively protect against a wide range of cyber-attacks, the common feature they all share is simplicity and effectiveness. As cyber threats grow in sophistication, and as IT environments become increasingly complex, it is this message of simplicity that we have found resonates strongly with our customers and prospects. At GITEX, we intend to inform attendees how our solutions deliver the advanced functionality they need to defend against modern threats while keeping usability at their core.

How have your regional strategies changed in recent months?
In August this year, KKR, a leading global investment firm, completed its acquisition of Barracuda from Thoma Bravo. This move has set us on track for our next phase of growth, and as highlighted by our CEO, Hatem Naguib, Barracuda will continue to invest in its team and product portfolio to provide innovative cybersecurity solutions for customers and partners.

Our regional strategy mirrors this corporate mission and we continue to invest in our technology as well as our presence across the region. Today Barracuda has a dedicated presence in Saudi Arabia, Qatar, Lebanon, Egypt, Turkey, South Africa, Nigeria, and Morocco and earlier this year, we began to deliver our Cloud-to-Cloud Backup solution to customers in the United Arab Emirates from Microsoft’s local cloud data centers.