Tech Interviews
On the Upswing

By Editor
The buzz around the audacious BlackBerry Passport perhaps illustrates the best the renewed interest behind this mobile pioneer. We caught up with Nader Henein, Regional Director MEA for BlackBerry to shed light on these developments
BlackBerry is in the middle of a renaissance. What is behind this momentum?
Our business is growing exceptionally well. After John Chen, our new CEO, took over last year, we’ve refocused on our core domain which is the enterprise and our enterprise customers. We’ve focused on devices that bring more productivity into the businesses and we’ve been rewarded. A lot of businesses that walked away at some point are welcoming us back. We are launching BES 12, which is our new version of the enterprise server and that is going to bring dozens of additional features for the enterprise focused on getting work done securely, speedily and getting more efficiency out of your day. This has been our core from the very beginning when our co-founders started the business. It brought down the complexity of having secured mail to the simplicity of being able to send and receive an SMS. Right now we are going back to those same lines like government, banking, finance, Insurance, MNCs etc.
How are you making sure that partners are part of this revival?
We’ve seen a lot of partners approaching us telling us they would like to resell and distribute our solutions. We are setting up partners in Africa in countries like Nigeria and Kenya to add to the resellers we already have as well more partners in the Middle East and Africa to be able to cover for the amount of demand we are seeing. In the UAE, our partners include EMS and Axiom while across Africa we have partners such as Dimension Data etc. as well as Ingram Micro as one of our biggest partners globally. This speaks of our commitment and ability to deliver.
This region is very important for BlackBerry-you can see in our product launches. Whenever we do, we launch simultaneously with Dubai as the regional hub with other places such as London and Canada.
Discuss the overall enterprise mobile management market and BlackBerry’s position in it
We are by far the largest enterprise mobility management solutions provider in the market. We have massive deployments all over the world. One customer for instance is the US Department of Defence with over 600,000 devices managed by the Blackberry enterprise server, testament to our scalability and security. Today we have over 100,000 deployments today of the BlackBerry enterprise solutions. That number is larger than the next three competitors combined.
But we are not stopping there. Whenever we speak to customers, we ask the question, “How does the road map look like?” “This is your current product today, but how does your product look like in six months?” This is because only a company that is dedicated to mobility will show you depth in that a roadmap. Unlike us, mobility is not our major competitor’s core focus.
Discuss how your device business, epitomized by the new passport, ties to the overall enterprise mobile management solutions
Within BlackBerry we have multiple Silos. One silo is the device business, the other one is the enterprise mobility management, another one is the solutions business such as BBM with the last one being QNX, the operating system that BlackBerry 10 runs on. QNX is deployed in many other places such as BMW and Porsche cars, GE medical equipment, etc.
So when you deploy a BlackBerry device inside an enterprise and you manage it through a BlackBerry enterprise server, the experience the user gets is second to none. If you look at other solutions and how they manage iOS, Android or Windows devices, it’s like making them do something they are not built to do. However, for us because everything is built under one roof and you get the native experience to everything. All the mails, contacts, address, book, notes, tasks etc., are all in the same place whereas with other solutions you have to keep switching from work to the personal. With BlackBerry for instance, you see all the appointments for the day, both work and personal on the calendar in one interface. The new BlackBerry Passport fits in perfectly with our overall enterprise strategy.
User Experience is of course central to any mobility function. Is UX a major consideration for BlackBerry and its devices?
The beauty of the enterprise solution is that it allows you to, from one interface, pull applications from various app stores and push them to the device and it’s all very simple. You install our solutions and to our server allows you to mobilize all the applications internally and then offer those applications selectively to either all enterprise users or to some of them within groups.
However, our enterprise mobile management solutions are not just available on BlackBerry with support for iOS and Android devices with upcoming BES 12 supporting Windows Mobile as well. Our strategy is to always support all the major operating systems which give you 98% market coverage.
BlackBerry devices are also popular consumer device. How does the company leverage enterprise-grade solutions to build a stronger consumer base?
The most important thing for most people is security; and we do security properly. On the enterprise side we have built military-grade security into the device and the consumer ends up benefitting from those as well. What is called security in the enterprise is referred to as privacy on the consumer end. Both are equally important for us. This can be seen in the way we design our solutions. BBM for instance is not based on your phone number or email but on a unique number or BB ID such that if you want to connect with somebody, it’s an opt-in proposition. Other messaging solutions scan your contact numbers and then connect you with people that you may not necessarily want to connect with. All the information on our devices is also secured with features such as parental controls built in. We also have solutions such as BlackBerry Protect so you can track the device and wipe it clean remotely from a web browser.
What is BlackBerry’s own road map for the next year?
Over the next one year, I see us expanding the current base that we have by driving more depth into existing customers by getting them to mobilize more than their mails. The Middle East region is still in its early stages for mobility adoption. Initially customers adopt mobility to get mails, tasks, notes, calendar and other basis on their device. The second stage is starting to mobilize applications such as CRM. After that, you start looking at small groups and mobilizing their requirements within the enterprise. We consequently want to start moving the traditional mobility to those mature phases.
Cover Story
BEYOND STORAGE: LEXAR’S MIDDLE EAST EDGE

Exclusive Interview with Fissal Oubida, General Manager – Middle East, Africa & India, Lexar
In the crowded world of memory storage—where products often blur together and price wars dominate—Lexar has charted a distinct course. Just three years ago, the brand was caught in the same cycle that ensnares many technology companies: chasing competitor pricing, maintaining distance from customers, and treating partnerships as transactions. Today, Lexar stands as an industry benchmark, followed by major competitors rather than the other way around. But this only scratches the surface of what we’ve accomplished, and what it reveals about sustainable differentiation in commoditized markets through an approach that seems almost anachronistic in modern tech: genuine human relationships.
Founded in 1996 to deliver innovative, industry-leading memory solutions worldwide, Lexar has transformed and grew from complete market irrelevance to leading the photography memory card segment in the Middle East and Africa markets. From a price-following commodity brand to a standard of trust and reliability, particularly in markets like the UAE and Saudi Arabia, where reseller ecosystems thrive on relationships and personal engagement.
Bridging the Gap
The industry often overlooks a critical layer of the value chain. Distributors may handle millions in volume, but their success depends on dozens of smaller resellers managing far less—and these vital partners rarely hear from the brands they represent.
Many memory companies remain detached from both resellers and end users. Their social media feeds resemble product catalogs, their strategies revolve around discounts, and authentic connection is missing. In such a market, trust is scarce, and loyalty fragile.
Immersing in the Market
Lexar rejected this detachment. Every two to three months, the company’s leadership visits partners door-to-door across the UAE and Saudi Arabia, markets where face-to-face trust is essential. India has also been part of this journey, but the foundation of Lexar’s approach was built in the Middle East. During these visits, products are brought directly into stores, resellers’ daily challenges are closely observed, and customer interactions with Lexar cards are carefully studied—insights that cannot be captured through reports or remote communications.
This philosophy mirrors Starbucks founder Howard Schultz, who worked shifts in his own cafés to understand the customer experience. Market realities cannot be absorbed from a boardroom; they must be witnessed firsthand, unfiltered.
Digital Authenticity
The same principle drives Lexar’s digital presence. While many technology brands publish sterile product updates, Lexar’s regional platforms highlight people, culture, and real interactions—team moments, community events, and behind-the-scenes glimpses.
Some worry this dilutes product focus. Lexar believes the opposite: its products exist to safeguard human experiences, and its marketing reflects that reality. In relationship-driven markets, human connection often builds stronger affinity than technical specifications alone.
Quality as Strategy
Authenticity is reinforced by quality. Unlike competitors that ship directly from factories to customers, Lexar tests every unit in dedicated facilities, cutting the defect rate to under 0.5%—well below industry averages ranging from 5% to 25%.
This goes beyond cost-benefit calculations. A defective product generates frustration, online complaints, and lost trust. Preventing such failures is not merely operational efficiency—it is reputation management.
Lexar’s partnership with SK Hynix exemplifies this approach. The brand is the only gaming memory company authorized to display the SK Hynix logo—a mark of quality from a supplier trusted by aerospace companies and NASA. While others obscure component sourcing, Lexar embraces transparency, showing customers exactly what they are buying.
Escaping the Price War
Perhaps the most significant change was breaking free from reactive pricing. Previously, entire teams monitored competitor rates to adjust Lexar’s pricing, fueling a cycle of cuts and shrinking margins.
Today, Lexar focuses on value and reliability. In the memory storage industry, every product consists of a chip that accounts for 80% of product cost, a controller, and housing. When other memory brands offer significantly lower prices, unfortunately these low prices often indicate refurbished or compromised components. By educating partners on this reality, conversations shift from discounts to dependability.
A Case Study: Trust at the Heart of Middle Eastern Markets
The clearest expression of Lexar’s philosophy can be seen in the Middle East’s reseller ecosystem. In Dubai’s Computer Plaza, Bur Dubai, and across the bustling technology markets of Riyadh and Jeddah, relationships define business outcomes. Transactions here are not purely about specifications or discounts—they are shaped by familiarity, presence, and trust.
Lexar’s approach is simple but uncommon: leadership spends time on the ground, carrying products into shops, sitting with resellers for hours, and listening to their challenges. These engagements transform transactional partnerships into genuine alliances, building credibility in ways no marketing campaign could replicate.
The results are tangible. Partners see Lexar not just as a supplier, but as an ally invested in their growth. Presence in these markets reshapes pricing conversations, shifts perceptions of quality, and elevates Lexar from a commodity brand to a trusted benchmark.
India later provided another proving ground, particularly in its vast wedding photography industry, where storage reliability is mission-critical. But it was in the Middle East that the model was first forged—the recognition that in relationship-driven markets, presence and trust are as powerful as technology itself.
The Lexar Way
What emerged from this transformation is the philosophy known as “The Lexar Way”—a commitment to human connection, uncompromising quality, and transparent value. This also represents a fundamental departure from traditional technology company operations and a unique culture that is not imposed from the top down; it spreads through example. As technology products become increasingly commoditized, companies must find new differentiation methods beyond specifications and pricing. Lexar’s experience suggests that authentic human relationships, transparent communication, and consistent value delivery can create sustainable competitive advantages even in highly competitive markets.
Active leadership engagement in the field—meeting both major and smaller partners while introducing tailored incentive programs—serves as a powerful example, motivating sales teams to adopt and replicate this hands-on approach. While the financial rewards may be modest, the gesture conveys respect and visibility, fostering loyalty far more enduring than discounts alone.
Building on this ethos, Lexar is actively cultivating a professional community of elite photographers, videographers, and content creators across the Middle East, providing workshops and forums where creative insights are shared, collaboration is encouraged, and the next generation of talent can thrive.
Looking Ahead
The memory industry will always be defined by chips, controllers, and specifications. But in practice, long-term leadership is built on trust.
In the Middle East, Lexar has shown that genuine relationships, transparent communication, and consistent quality can break the cycle of commoditization. These principles extend to other regions, including Africa and India, demonstrating that human-centered strategies are scalable across cultures.
As artificial intelligence, automation, and digital disruption continue to reshape industries, one truth remains constant: technology may evolve, but trust endures. The Lexar Way is not just a regional story; it is a blueprint for how technology brands everywhere can thrive in an era where connection matters as much as innovation.
Every memory card holds more than a chip—it carries a promise. For Lexar, that promise is reliability, authenticity, and commitment to the people who use its products. In a market obsessed with disruption, that may be the most powerful innovation of all.
Cover Story
ALIGNING TECHNOLOGY WITH THE FUTURE OF CONSUMER EXPERIENCE

An Exclusive Interview with Hesham Tantawi, Vice President at ASBIS Middle East
Can you tell us about the Robocafé concept and how partnerships are shaping its rollout?
Robocafé is a fully integrated ecosystem we have developed to align with today’s fast-paced lifestyle, delivering premium-quality coffee and soft beverages through advanced robotic service. Most of the units are manufactured in Poland and then brought to the region, where they are designed to provide customers with a seamless and innovative experience on the go.
We are actively building partnerships across the UAE and Saudi Arabia to introduce Robocafés in malls, educational institutes, convention & exhibition centers and other public spaces. Our vision is to make Robocafé a familiar presence in every major destination across the region. This is not just a theoretical concept, in Limassol, a relatively small city, seven Robocafés are already in operation.
Partnerships are at the very core of our strategy. We are not merely seeking customers but rather long-term collaborations built on trust, transparency, and mutual value. Every partnership involves sitting together, defining roles and responsibilities, and ensuring that both sides achieve shared success.
Could you elaborate on both the upcoming partnerships for Robocafé in the region and how similar concepts have already performed in other markets?
We are in the process of finalizing several strategic agreements in both the UAE and Saudi Arabia, with Robocafés soon to be introduced in high-traffic locations. Our ambition is to make Robocafé a visible and integral part of daily life, seamlessly blending into people’s routines.
This confidence stems from our proven track record in other markets. For example, in Limassol, a relatively small city, seven Robocafés are already operational and thriving. Locally, we launched a successful collaboration with IKEA at Festival Mall last year, which we are continuing in the upcoming winter season. Beyond IKEA, we are actively engaging with other leading partners to further expand our footprint.
How do you approach partnerships in mature markets versus emerging markets like the GCC?
Our philosophy remains consistent: we believe in strong, mutually beneficial partnerships. Whether in a mature market or an emerging one, our focus is on creating long-term relationships rather than transactional exchanges. This means working closely with partners, defining clear responsibilities, and ensuring that each party gains substantial value. It is a philosophy that transforms business relationships into genuine growth engines.
You also mentioned upcoming travels to Nigeria. What’s the focus there?
ASBIS is proud to participate in GITEX Nigeria 2025, marking a significant milestone as this event makes its debut in the region. The insights gained from GITEX Nigeria 2025 highlight a clear shift in focus and strategic priorities for the African tech landscape. We are actively exploring emerging markets across Africa, starting with Nigeria, Ivory Coast, and Ghana. While we already have strong partnerships in place, our goal is to strengthen these relationships and forge new ones. These countries represent rapidly growing economies with vibrant consumer bases, offering immense untapped potential to introduce our innovative solutions and expand our presence.
ASBIS is proud to be at the forefront of this transformation, reaffirming its commitment to customers and partners across North Africa, West Africa, and Central Africa (WECA), while amplifying its footprint and influence in this rapidly evolving landscape.
Let’s turn to gaming. It has become one of the fastest-growing industries worldwide, especially in this region. How is ASBIS approaching this sector?
Gaming is one of the most dynamic and promising verticals for us. We are focusing on developing customized gaming assembly PCs and expanding our vendor portfolio with specialized manufacturers to cover the full spectrum of gaming needs. As a distributor of components such as CPUs, hard drives, cases, and accessories, ASBIS is uniquely positioned to provide nearly 90% of what a gaming store requires under one roof.
We are also witnessing exponential growth in advanced simulators, where setups can cost between $100,000 and $150,000, complete with rigs, chairs, simulation and wheels. The surge in GPU demand has enabled hyper-realistic graphics and immersive experiences that were unimaginable a few years ago.
Importantly, gaming is not limited to the luxury segment. Entry-level PCs can start at around $500, while professional gamers may invest thousands of dollars in their setups. This diversity allows the market to cater to enthusiasts across all budgets.
Of course, supply chain challenges remain, as high demand and long lead times can cause product shortages. To mitigate this, ASBIS invests heavily in inventory, ensuring timely availability and consistency across markets. This commitment has positioned us as one of the most reliable suppliers in the region’s gaming ecosystem.
How does retail fit into your strategy, and how do you support your partners in this space?
Retail plays a critical role, particularly in gaming, where customers often want hands-on product experiences before making a purchase. We have seen retailers evolve significantly, they no longer focus solely on space but are increasingly invested in actual sales performance.
Our responsibility goes beyond supplying products. We aim to help retailers move stock efficiently, because when sales rotate quickly, everyone benefits. To support this, ASBIS has developed a dedicated training department, the only distributor in the region to do so. We provide training not only to our own teams but also to merchandisers, promoters, and even our partners’ sales staff.
A single well-trained sales manager can outperform ten untrained individuals, and this principle has become a cornerstone of our retail approach. This investment in human capital is what sets us apart as a value-driven distributor.
Beyond gaming and retail, ASBIS also represents premium lifestyle brands. Could you share more about this side of the business?
We work with globally prestigious brands such as Bang & Olufsen, widely regarded as the Dior or Louis Vuitton of the audio industry. Their offerings are synonymous with exclusivity, luxury, and design excellence.
Interestingly, we see overlap between high-end lifestyle consumers and gamers. Someone who invests thousands of dollars in elite audio equipment may also be inclined to purchase a high-performance racing simulator. This creates a unique niche where lifestyle luxury and gaming innovation converge, a space ASBIS is actively cultivating.
Finally, how do you see the channel market evolving in the GCC?
The channel market has matured considerably in recent years. Following a period of consolidation, the region has now entered what I like to call the “Years of Alignment.” Companies are increasingly aligning their strategies to grow together, creating a much more stable ecosystem.
Stability always breeds growth. With this structural clarity, we anticipate the GCC market will continue to expand steadily. For ASBIS, this means being at the forefront of an ecosystem that is not only growing but also becoming more resilient and future-ready.
Tech Interviews
Riverbed Launches AI-Powered Intelligent Network Observability Solutions

By Riverbed Communications Team
Riverbed, a global leader in AIOps for observability, has launched its latest AI-driven network observability tools. These new solutions help IT teams proactively detect and resolve issues faster. As a result, organizations gain improved visibility, quicker remediation, and lower operational costs across hybrid environments.
Why Riverbed Network Observability Stands Out
Modern enterprise networks are becoming more complex. To meet this challenge, Riverbed’s latest tools provide real-time, AI-powered insights. The release includes the xx90 appliance series for AppResponse, NetProfiler, and Flow Gateway. These systems offer up to 3x more performance than previous models.
In addition, Riverbed now offers these tools through Flex Subscription. This flexible model supports deployments across physical, virtual, and cloud infrastructure. It also improves cost predictability and maximizes IT value.
Riverbed IQ Essentials: Remediation at Speed
As part of this launch, Riverbed is introducing the Intelligent Network Observability Essentials bundle — a curated set of tools designed to surface root causes faster and enable proactive remediation.
Included in the bundle:
- –Riverbed IQ: A SaaS-based AI engine that pinpoints network issues without additional infrastructure.
- –Role-Based Workspaces: Unified dashboards that deliver context-rich packet, flow, and endpoint visibility.
- –Grafana Plug-In: Integration for users who want to visualize Riverbed metrics directly within existing Grafana dashboards.
- –Topology Viewer: A dynamic visual map that correlates network topologies with application and user performance.
This bundle supports faster triage and deeper insight across distributed and hybrid networks, making it easier for IT teams to operate efficiently at scale.
Flexibility Meets Simplicity with Riverbed Flex
Today’s enterprises require technology investments that adapt to evolving business needs. Riverbed Flex delivers that flexibility with:
- -License portability across hardware, virtual, and cloud deployments
- -Predictable operating costs through OPEX-based pricing
- -Future-ready architecture that eliminates the need to re-purchase software during transitions
By decoupling software from infrastructure, Flex allows businesses to realign observability investments with growth, resilience, and innovation goals — without compromising on value.
High-Performance Architecture, Built to Scale
To match the performance requirements of modern networks, Riverbed has engineered its new xx90 series appliances to support uncompromised throughput for both packet and flow-based observability. Whether deployed for AppResponse or NetProfiler, these appliances deliver high-volume capture and analysis — with sustained packet capture at over 50 Gbps and modular storage scaling beyond 2.4 PB.
New updates also include:
- -Real-time triage of encrypted IPSec ESP traffic
- -Support for cipher hygiene and globally distributed environments
- -3x faster reporting and 2x greater flow throughput
- -Dynamic flow load balancing and full support for SD-WAN environments
Together, these capabilities give organizations full-fidelity data visibility — essential for delivering seamless digital experiences.
Delivering Value and Efficiency at Every Layer
Dave Donatelli, CEO of Riverbed, highlighted the strategic vision behind this major release:

“With our next-gen xx90 systems and software advancements, we’re giving customers dramatically higher performance and unmatched efficiency. Riverbed IQ is powering smarter observability with AI insights, while Flex simplifies deployment and protects long-term investments.”
This sentiment reflects Riverbed’s ongoing commitment to reducing tool sprawl, simplifying network management, and empowering IT teams with AI-enhanced capabilities that drive efficiency at scale.
A Foundation for the Future of Observability
As digital demands continue to rise, Riverbed’s intelligent network observability solutions are positioned to help organizations adapt, scale, and thrive. By integrating hardware innovation with AIOps automation, and offering a modern licensing model, Riverbed delivers a platform that meets enterprise needs today — and evolves with them tomorrow.
Whether it’s accelerating incident response, maintaining user experience, or optimizing hybrid cloud performance, Riverbed’s latest release proves that observability isn’t just about monitoring — it’s about enabling smarter business decisions.
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