Tech Interviews
SECOND TO NONE

By Editor
The company that revolutionized the mobile scanning industry is ready for its own encore after recent acquisition by giant Canon. Nicolas Moies-Delval, Corporate Marketing Director at IRIS discusses how this future continues to evolve
IRIS was acquired last year by Canon. Discuss the integration and effect on IRIS’s business model
IRIS is now part of the Canon Group after being bought out one and a half years ago. We are fully integrated with Canon even though we continue to keep the name and the brand IRIS which is important to us in the market. Our product line, mobile scanners is complementary with their solutions-they have bigger and wider scanners while we are more into the mobile segment. We’ve been known for our quality products, only enhanced now that we are part of Canon. As might be expected, the quality process is very strict. We go through a very strict quality control process today for both software and hardware.
Discuss briefly some of the key products and solutions on showcase here at GITEX
Our main announcements are on three products: the IRIScan Pro3 Wi-Fi is a very unique product in the market because it is the only multiple sheet scanner that’s truly mobile in the market today. There are multiple sheet-fed scanners out there, but the IRIScan Pro 3Wi-Fi is the only one that is truly portable. It is battery powered via a lithium battery so you can charge it via USB or into the wall plug. You can scan your products, up to eight pages, and once that is done you can send that via Wi-Fi to any device. We are pushing mobility one step further as we position ourselves as the mobile scanning company that can connect to any single device available in the market. This can be an iPhone, iPad, or Android devices. Further, we have developed a dedicated iOS app with OCR integrated.
From a software perspective, discuss briefly what features customers are getting out of the box
IRIS was created 27 years ago as a software company specialized in OCR; that really is the DNA of our company. With each scanner we provide a powerful software suite that allows users to capture all the information from documents and turn them into editable text allowing him to sort them and share them with colleagues. Our goal is to turn that precious piece of paper into digitized information.
We also have other software bundled including ReadIRIS which is the corporate and higher version of our OCR software so you can capture all the information from the document and then turn that information into a Word document if you want to edit it or PDF is you want to share. The PDF is indexed meaning that all the text contents from the PDF has been recognized and separated from the images. So when you want to a desktop search and you remember a keyword and type it, the document gets retrieved. We also have a unique solution called the IRIS Compressor which is our key compression technology. If you scan a 10MB document with multiple pages, with this technology you will be able to generate a hyper compressed PDF that is up to 20 times smaller than the original documents. Storage is precious so this allows you to save on costs and easier sharing of documents with heavy visuals.
The other software is Card IRIS, a business card recognition software. There’s a dedicated slot within the scanner that allows you to scan business cards and once you get back to the office, the business card will automatically be imported to the software. This software recognizes all the fields captured and put into their respective fields such as names, email, phone no. etc. Once this is done, you can export the contacts to Outlook or CRM software. The third software is IRIS File which acts as a document management system that allows you to deal with those captured documents by saving them in a safe electronic environment where they can be retrieved and sorted.
What’s different then with IRIS Scanners with so many other competing brands in the market?
The scanner is completely portable with a lithium rechargeable battery. You just need to charge for not more than two hours after which you can spend the whole day scanning without recharging it. There’s a dedicated slot for scanning business cards as well as credit cards and identity cards. You can insert up to eight pages at the same time at the feeder and scan them in one batch. That is something that is very unique for a mobile scanner. The scanning speed is eight pages per minute with a scanning resolution of either 300 or 600 dpi. You can scan JPEG or PDF directly, colour or black and white. The unique feature is that your can connect your scanner via Wi-Fi to external devices such as a laptop and also to an Android or iOS smartphones and tablets. We have developed two iOS and Android apps that allows you to connect your device to your scanner and do OCR directly on your mobile device and that’s really key.
Is there a flagship product performing particularly well in the Middle East market
The Middle East market is very important for IRIS and that is why we have been coming to GITEX for the last 11 years now for our consumer products as well as our Pro solutions. The business card reader is popular in the Middle East and is still selling as well as our new products such as the IRIS Scan Pro Wi-Fi. We are answering real customer demand for such products especially for Small to medium sized businesses. They were looking for an out of the box scanner with powerful software that you can just get on the shelf. The problem with previous scanners and the software that comes with it is that you need expertise to install it and configure it. With this, it’s just out of the box and basically plug & play.
The major improvement from previous editions is that you had to have 3G/4G connections to do OCR. When travelling the carrier charges can be a hindrance. In addition, you do not need to be connected to the internet to do the OCR part. This is one of the gaps we are trying to fill now with an integrated and intuitive app that link with our scanners but also can be used as a standalone. So if you have an iPhone and you do not want to buy the scanner, you can still use it by taking a picture of a document. Having said that, it’s better when you are using a mobile scanner with more functionality. The investment is not much at around 229USD for both the hardware and the software
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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