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DIRECT APPROACH
By Editor

Senior Regional Manager at networking vendor DrayTek Joseph Tsai discusses the firm’s MEA vision
Please discuss your participation in the In Search of a Champion (ISoaC) training event in particular and your regular training programmes in general
Our participation in the ISoaC event was to update the market on the latest DrayTek technologies and products. We also wanted to see how sales staff could learn about our products. Our previous focus was on the SI segment and we are realizing that the resale market would be an important market for us. With this event we have found the staff, although in sales, possess the basic technology background and understand what we are talking about.
We carry out regular training events all over the world with our partners in their locales to introduce and provide market training for partners and customers. DrayTek also holds an annual distributor re-union event in Taiwan where we invite all the distributors to our headquarters to experience our products first hand while also getting product updates through training and meetings. In return, we get to receive feedback directly from the market so we can improve our new product plans.
Discuss your partnership with DVCOM
We have been working with DVCOM for the last six years. We began with basic partnership development-finding the right resale partners, the right target and the right channels. At that time, the market was very challenging for us due to price wars and having partners who were basically box movers without broadcasting the benefits of our products to users. But our recent experience with DVCOM has changed all that. We saw a change in our experience because the people at DVCOM want to learn about the benefits and the value and the services they can deliver to partners. We have thus seen things turn around for us. We believe in the partnership we have with DVCOM.
We undertake a lot of initiatives with them such as technical support and training, allowing our SI partners stay connected with the latest technology from DrayTek; after sales service, technical support product offering, as well as attend trade shows either by DVCOM or co-sponsored events. With business growing, we expect to see different channels coming up. This will lead to more focus on the product, strategy and product portfolio and especially in channel management.
How important is the Middle East market to DrayTek?
The Middle East market is contributing more and more to our bottom line. Our focus has been with the SI segment that in turn provides our solutions to SMBs. In the last two years especially, our business development in the Middle East has only gotten better. We expect to double what we had last year and rise even higher in coming years.
What are some of the key DrayTek products and features attracting the regional consumer?
Our most popular product in the Middle East market is the 2830 router model mainly focused on system integrators who have come to realize the value that comes with our products and technology. Before, many of them were only concerned with just getting the lowest-priced product out there. But they are now aware of the value and DrayTek’s reputation and that is why more and more customers are choosing the brand. In comparison with our competitors, we are adding premium features to our networking products without complicated license fees. An example is the free traffic analyser utility that comes with our routers. This is for customers who want to monitor their internet traffic without any extra charges or license fees. We also offer VPN, load balancing, content filtering, all for free. All this can be accessed and managed through an easy-to-use interface. We are an engineering-oriented company. We own the fundamental capabilities for engaging in product development with up to 40% of our staff members being engineers
Discuss how you are able to stay competitive in a fast-evolving Middle East market
For one, we try to localize our products and solutions because market conditions are different. For instance, provision of internet infrastructure varies widely across various countries in the region so we have to adopt different product strategy for different areas. With a more developed internet infrastructure in the UAE for example, there’s more demand for broadband routers. We also keep pace with all the technology advancements in the networking industry including the latest AC protocols. We then add more features to our devices such as management features for wireless and access points. Word of mouth has been also very crucial in the growth of our business in the region. People who have used DrayTek have found features that they find very useful and passed the information around.
The Taiwan Excellence label is very prominent in your marketing campaigns. Discuss the certification and what it entails for DrayTek
The Taiwan Excellence programme is run by the Government of Taiwan to encourage innovation among Taiwanese based firms. As part of the submission to get the award, we have had to prove our quality and the reliability of our products. 2013 is the 4th year we submitted for the Taiwan Excellence accreditation and most of our products have been awarded with the honour. During GITEX, Taiwan Excellence will have its own pavilion where they will showcase more brands that carry the tag, among them DrayTek products.
Home Integrator
SAGE Unveils Premium Eid Gifting Collection for Coffee Lovers
This Eid, Sage Appliances elevates gifting with high-performance coffee machines that combine precision, innovation, and refined design. Created for home hosts and coffee enthusiasts alike, each machine delivers barista-level results with ease, making it a gift that’s enjoyed well beyond the festive season.
Engineered around true duality, this machine empowers coffee lovers to seamlessly switch between intelligent automation and full manual control. Whether you prefer the ease of an automated workflow or the satisfaction of hands-on espresso craftsmanship, the Dual Boiler adapts to your style, delivering uncompromising performance, precision and flexibility in every cup.
Sage Barista Touch Impress Brass
Available in a striking limited-edition brass colourway, with limited stock available, this statement machine brings refined design to the forefront of the home coffee experience. The Barista Touch Impress blends intuitive automation with the freedom of hands-on control, making it effortless to craft café-quality favourites like flat whites, cappuccinos, and lattes with confidence and style.
This sleek, state-of-the-art machine delivers café-quality results with complete versatility from delicate pour-overs and bold filter coffee to smooth, flavour-rich cold brews. Featuring adjustable brew styles, temperature control and intuitive settings, it empowers users to take full control of their coffee, hot or cold.
Special Ramadan offer
Sage Appliance Accessories
For those who already own a Sage machine, accessories make a thoughtful gift this Eid, designed to enhance everyday use.
An automatically activated suction cup creates a rapid vacuum which quietly releases the espresso coffee puck from the portafilter in one swift action.
Thespring-loaded mechanism delivers consistent pressure between 7 kg and 10 kg, ensuring an even tamp every time. A variableforce gauge with marked indicators allows you to select your preferred tamp pressure to suit the grind. Available in 54 mm and 58 mm sizes.
The 2-in-1 distribution tool helps break up clumps and evenly spread coffee grounds. With three angled blades, it creates a level surface for consistent and precise tamping. Available in 54 mm and 58 mm.
Visually diagnose and troubleshoot your extraction to achieve the perfect pour every time with The Naked Porterfilter. Crafted from stainless steel with a walnut handle, it adds an elegant touch to your espresso setup while allowing you to monitor flow and consistency with precision. Available in both 54mm and 58mm sizes.
Handleless design and heat-resistant silicone sleeve gives full control, with a pro spout to create more precise latte art. Angled opening provides a better view when steaming milk.
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Majid Al Futtaim Malls Launch Ramadan Experiences Across the UAE

This Ramadan, Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia invites communities across the UAE to come together for a month filled with meaningful moments, exciting rewards, immersive activations and exclusive shopping offers all under one roof.
From grand prize draws and SHARE rewards to soulful Majlis evenings and community-led giving initiatives, here’s everything you won’t want to miss across Majid Al Futtaim malls this season.
SHARE the Rewards This Ramadan
Across all City Centre malls, customers using the SHARE App can enjoy generous points multipliers throughout the season. Whether you’re updating your wardrobe or gathering loved ones over iftar, every visit comes with more reasons to celebrate:
- Ramadan Offer: 10X points on F&B (Until 18 March)
- Eid Offer: 10X points on Fashion (12 to 22 March)
Letters of Giving (رسائل العطاء) at City Centre Mirdif and City and Mall of the Emirates
This Ramadan, Mall of the Emirates and City Centre Mirdif invite shoppers to take part in the Letters of Giving (رسائل العطاء) pop-up, a heartfelt initiative in partnership with Emirates Red Crescent dedicated to making children in need’s wishes come true.
Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, visitors are invited to pause, explore a display of children’s wishes, and choose one that speaks to them. They can then fulfil the wish by purchasing the item which will be gifted to the children in need. Each contribution will be accompanied by a personalized message typed on a traditional typewriter, turning every act of giving into a lasting gesture of kindness.
The Ramadan Experience at City Centre Mirdif and Mall of the Emirates
Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, the Majid Al Futtaim malls are blending art, generosity, and community, this pop-up offers an immersive and soulful experience. Guests can enjoy live harp, qanun, and cello performances featuring soft, Ramadan-inspired melodies, and visit interactive stations to personalize mirrors, bookmarks, or crafted coffee cups with a minimum mall spend of AED 150 (excluding Carrefour). Complementary juices, coffee, and mini bites invite visitors to connect and embrace the true spirit of Ramadan.
To elevate the experience, City Centre Mirdif is collaborating with Fatima Al Kaabi, an Emirati Entrepreneur to integrate AI‑powered displays showcasing traditional Emirati cultural quotes, adding a sense of heritage to the space.
Shop & Win: Ramadan at Mall of the Emirates (9 March to 3April)
This Ramadan, Mall of the Emirates introduces its very own “Shop & Win” reward. Guests who spend AED 300 or more at any of their favourite stores will automatically enter a special draw for a chance to win an exceptional grand prize of 500,000 SHARE points with one dedicated winner selected exclusively from Mall of the Emirates.
From exciting prizes and SHARE rewards to soulful gatherings and meaningful community initiatives, Ramadan at Majid Al Futtaim malls is all about creating moments that matter for everyone, every day.
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THE BIG CHILL CAFÉ INTRODUCES A COMFORT-DRIVEN IFTAR MENU THIS RAMADAN

This Ramadan, The Big Chill Café at Dubai Hills Mall invites guests to slow down, gather, and break their fast with a specially curated Iftar menu that blends comforting classics with generous portions and familiar flavours.
Designed for families, friends, and casual Ramadan catch-ups, the Iftar offering reflects The Big Chill Café’s signature style – wholesome, indulgent, and feel good – served in a relaxed café setting.
Guests can begin their meal with a selection of starters such as Minestrone Soup, Mediterranean Mezze with Hummus and Muhammara, Crispy Calamari, Chicken Tenders, or Panko-crumbed Prawns. The menu then moves into hearty mains, featuring crowd favourites including Penne Primavera, Creamy Mushroom Chicken Pasta, Saffron Risotto with Prawns, Hand-tossed Pizzas, and flavourful grill options.
For those looking to elevate their Iftar, the grill selection includes Grilled Chicken Breast, Slow-cooked Lamb Shank, Flame-grilled Steak with Cowboy Butter, and Tuscan-style Salmon, available with a small supplement.
To finish, The Big Chill Café turns up the indulgence with a dessert selection made for lingering over conversations. Guests can dive into the signature Molten Dubai Lava Cake with its rich and flowing centre, enjoy the comforting sweetness of Banoffee Pie, or opt for the fragrant Saffron Tres Leches Cake. Lighter yet nostalgic options like Date Ice Cream and crowd-favourite Biscoff Ice Cream round off the experience, offering something for every kind of sweet craving after Iftar.
Whether it’s a relaxed weekday Iftar or a long catch-up after prayers, The Big Chill Café’s Ramadan menu offers a warm and satisfying way to come together this holy month.
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