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Thinking outside the Box

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Updated : January 12, 2015 0:0  ,Dubai
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andrewWith today’s premium corporate mobile devices, it makes economic and practical sense to protect the gadgets, and the data they carry, from accidental damage. Enter OtterBox, one of the most highly regarded enterprise mobile protective solutions. Andrew Pepperell, Otterbox MEA Representative, discusses how the company’s strategy for the Middle East


As enterprises evolve their mobile strategy, why do you feel OtterBox cases are the ideal protective solution for company-issued devices?

At OtterBox we understand that reliable, accessible and secure technology is crucial to a thriving business. Businesses supply employees with smartphones and tablets to allow them to be accessible at all times and do their jobs more efficiently. This cannot happen if there is a risk of breakage and more inconveniently, loss of data.  It is often not the expense of a broken device but the issue of a breakage interrupting a working day. OtterBox allows companies to issue devices to employees safe in the knowledge that they will be protected in rough environments. OtterBox also provides customised enterprise solutions for businesses individual needs. From field work to dusty job sites, busy hospitals and schools, OtterBox is the brand of choice for companies who need to protect their mobile assets and protect employees from experiencing downtime.

Why the focus on cases only when your competitors have a whole range of accessory products in their portfolio

OtterBox offers a wide range of protective solutions, screen protectors and device enhancing accessories for a broad range of devices. Our focus is on protection and providing the best protective solutions for businessess and end-users . We offer a variety of levels of protection designed to suit various enterprise and consummer needs .

Discuss the technology and materials in use with OtterBox cases

OtterBox focuses on attention to detail and quality with every product and doesn’t cut corners. Each case is engineered to ensure full functionality of the device using premium materials. The combination of materials used varies depending on the series in question . All OtterBox  cases are tested rigorously in-house and by an independent third-party facility to ensure correct form, fit and function.This level of testing demonstrates OtterBox’s commitment to protection, quality and innovation. We never release a case until it has met the most demanding standards.

How do you strike the sometimes delicate balance between utility and style for OtterBox products?

OtterBox has always listened to customer needs to provide new and innovative solutions.

We recently launched the Symmetry Series case which answered the need for a highly protective case without sacrificing style. Symmetry Series is certified to military-rated drop protection (810G-516.6) for drops up to 4ft, and also comes in a range of different wraparound colours and patterns. Symmetry Series means consumers no longer have to choose between a protective case and a stylish one. Our Defender Series cases offer premium multi-layered protection. The precision design of the Defender Series is tailored to fit the device exactly so that the case retains the device style while maintaining optimum rugged protection.

Discuss your retail/resale strategy and partnerships in the region

We work with a number of distribution and resale partners so that we can tailor our solution to the reseller or enterprise partner’s needs .Mobile technology tools are rapidly changing the enterprise landscape in the region and how business is done. The OtterBox team in the region work with our global enterprise team to ensure a dedicated focus towards bespoke product options, designed to complement a company or resellers needs. Our local team works very closely with our regional distributors in developing all channels with particular focus on Consumer Electronics Retail, Corporate/B2B as well as the Independent Retail Channels.  The OtterBox, LifeProof and Clearly Protected brands can be found in leading retailers across the GCC.

Discuss the performance of OtterBox in the regional market and opportunities for future growth

We expect the current upward trend to continue throughout 2015 driven predominantly by new device releases, organisations leaning towards implementing device solutions for staff as well as the introduction of new product solutions from OtterBox as we look to further diversify our product offering.  The LifeProof range of waterproof products coupled with the introduction of universal accessories and complimentary products will be a key driver throughout the region. On the corporate side growth in the region will come from our strong focus on specific industries such as Aviation, Education and Healthcare

Are cases stand-alone products or is cross-selling your major sales strategy

The protection of any device whether smartphone or tablet within a multitude of scenarios and environments naturally presents OtterBox with the opportunity to cross sell an array of products.  With the various solutions available within the portfolio, OtterBox can cater to an array of device protection requirements which positions us to become a valuable partner to resellers and businesses.

Discuss OtterBox’s partnerships, if any, with the major mobile brands.

Strong partner relationships are important to the company and something we place great emphasis on building .OtterBox works closely with major OEM brands across the globe and we have developed close partnerships with many mobile brands. We are proud to be a member of Samsung’s Mobile Accessories Partnership Programme (SMAPP). We also partner with Motorola to have products certified “Made for Motorola”. OtterBox has also participated in Blackberry’s Build for Blackberry initiative as well as with HTC’S “Made for HTC”. The company has also recently aligned closely with Lenovo on a “Partner Advantage Program.” These important initiatives position us to be at the cutting edge of the accessory market

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Tech Interviews

AI is Not an Add-On, But an Enabler!

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Why So Many Companies Fail, Even with Massive AI Investments

In a brief interview at GITEX, Technology Integrator speaks with expert  Shivdayal Charan, Director of Middle East at Torry Harris Integration Solutions on how the company is enabling digital transformation across industries through modernization, AI enablement, and connected digital ecosystems.

A studio portrait of Shivdayal Charan, Director of Middle East at Torry Harris Integration Solutions
Shivdayal Charan, Director of Middle East at Torry Harris Integration Solutions

1. Could you give us an overview of Torry Harris, what the company does, and its core areas of expertise?

At Torry Harris, our purpose is to make digital transformation real – grounded in business logic, scalable through technology, and outcome-driven. For over two decades, we have helped enterprises rebuild the connective tissue of their businesses – modernizing legacy systems, integrating data, and creating digital ecosystems that scale.

Our expertise is at the intersection of API-led integration, cloud modernization, and digital ecosystem enablement – foundations that turn technology landscapes into agile, interoperable networks. From telecom and finance to logistics and government, we help enterprises move beyond isolated systems to unified, intelligent architectures that enable real-time collaboration and innovation.

We often say that we don’t just integrate systems; we integrate with intent. Because true modernization isn’t about technology alone – it’s about creating coherence between business vision and digital execution.  That’s what allows enterprises to innovate with confidence, move at market speed, and build resilience.

Headquartered in the US, with regional offices in Dubai and Riyadh, we’re deeply aligned with the Middle East’s digital transformation ambitions – simplifying digital complexities and helping public and private enterprises translate strategy into sustained progress.

2. What is one of the company’s latest core offerings?

Our flagship platform, SMART Souq, is where AI meets ecosystem thinking. SMART Souq is an AI-powered marketplace platform that enables organizations to design and scale digital ecosystems around themselves. It connects suppliers, partners, and customers into a single fabric where data, APIs, and services flow naturally.

The platform supports hybrid engagement models (such as B2B2C and G2B2C) and enables organizations to monetize APIs, data, and services as part of a larger digital value chain. Its embedded 4Sight intelligence layer combines personalization, conversational AI, and predictive insights, while its low-code framework allows business teams to configure user journeys, onboarding flows, and monetization models without heavy engineering lift.

Today, speed defines relevance. Enterprises can’t afford to prototype for months; they must launch at market pace and refine in motion. SMART Souq enables exactly that – moving from concept to deployment in weeks, not quarters.

Take a regional bank, for instance. With SMART Souq, it can evolve from being a service provider to an ecosystem hub – integrating insurance, auto finance, mortgages, and lifestyle services – all under one digital roof. What was once a transaction becomes an ongoing relationship, renewed every day through context and connection. That’s the future of marketplaces – less about transactions, more about context.

3. Could you elaborate on the key solutions you are showcasing at GITEX this year and how they are helping enterprises accelerate their digital transformation journeys?
This year at GITEX, we are prioritizing what we call the three levers of digital momentum – modernization, intelligent automation, and connected ecosystems.

Modernization is where agility begins – taking what’s already working and making it cloud and AI-ready. It’s not about starting over; it’s about starting smarter. Done right, modernization renews the core, embeds intelligence, and creates the conditions for speed and scale. It’s how banks cut release cycles, how cities deliver digital services, and how governments move from efficiency to experience.
Intelligent automation builds on that core. Through APIs and integration frameworks, we create a digital nervous system – a fabric where data, workflows, and partners move securely and in sync. When systems speak a common language, business starts to move as one.

And when that foundation is in place, ecosystems begin taking shape. SMART Souq turns these internal capabilities into external opportunities – enabling enterprises to co-create and monetize APIs, data, and services through a larger value network.

Modernize the core – Connect the fabric – Monetize the flow. That’s how transformation stops being a plan and becomes a pattern – one that organizations can repeat, refine, and scale.

3. Artificial Intelligence is a major focus across industries today. How is Torry Harris integrating AI into its offerings, and what value does this bring to your clients?
AI has moved from experimentation to expectation. The real question now is – how do enterprises embed it meaningfully, not just visibly?

At Torry Harris, AI is not an add-on but an enabler that runs through our entire portfolio. Our AI Factory helps enterprises industrialize adoption – combining automation, data pipelines, and decision intelligence into a single operational fabric. The goal is simple: measurable outcomes, not model counts. Efficiency that shows up in metrics, prediction that shows up in decisions, and personalization that enhances experience.

Our 4Sight analytics engine turns raw data into foresight. It learns from operational patterns, customer behavior, and market signals – helping enterprises anticipate demand instead of react. You can see this clearly in SMART Souq – its AI engine continuously learns from interactions, predicting needs and optimizing engagement in real time. In real estate, it might infer buyer intent; in logistics, it might optimize partner routes. AI here doesn’t replace human intuition but augments it.

And through our Agentic AI Services, we extend that intelligence across the enterprise, embedding it into operations, testing, integration, and decision systems. The result is AI that’s pragmatic, governed, and aligned to business rhythm, not hype cycles.

4. Could you share an example of a recent project where Torry Harris helped an enterprise modernize or integrate its systems, and what measurable impact it delivered?
A recent example I can reference comes from our work with NBQ – a leading regional bank that needed modernize its integration landscape for agility and scale – without dismantling what already worked.

We implemented a secure API management layer that unified systems and created real-time data exchange across the bank’s ecosystem. The results were tangible – 45% improvement in operational efficiency, 30% reduction in integration costs, and partner onboarding time cut from three days to one. More importantly, NBQ could launch new digital services 40% faster – a critical edge in a market where speed defines customer experience.

But the real change wasn’t technical; it was behavioral. NBQ stopped managing systems and began orchestrating outcomes. Teams moved faster, experiments carried less risk, and innovation  turned from being occasional to repeatable.

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Tech Interviews

How Unifonic Intelligence is Transforming Customer Experience in Saudi Arabia

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Ayman Hamdan, Co-founder of Unifonic and others from Unifonic on the stage at an event

Exclusive Interview with Ayman Hamdan, Co-founder of Unifonic

Portrait shot of Ayman Hamdan, Co-founder of Unifonic
Ayman Hamdan, Co-founder of Unifonic
  1. How does E3 Customer Experience Conference showcase innovation and advance Saudi Arabia’s digital transformation goals? 

The E3 Customer Experience (E3CX) Conference plays a crucial role in advancing Saudi Arabia’s digital transformation by serving as a dynamic marketplace where innovation, policy, and technology converge. For Saudi organisations, the event offers the opportunity to explore real-world solutions, moving beyond abstract concepts to evaluate validated use cases and production-ready technologies. It brings together key stakeholders, including vendors, system integrators, government agencies, and enterprise buyers to collaborate on critical issues such as compliance, integration, and security. 

Crucially, the conference supports Saudi Vision 2030’s emphasis on secure, locally governed digital services and a growing domestic software as a service (SaaS) ecosystem. It enables partnerships between platform providers, local cloud operators, telcos, and system integrators that address national priorities like data residency. For policymakers and regulators, E3CX provides a neutral, insight-rich platform to observe market capabilities, refine regulatory frameworks, and accelerate public-sector procurement. Sessions focus on operational readiness and business impact, including service-level agreements (SLAs), security, pilot-to-production timelines, and demonstrable return on investment (ROI). 

By bringing together technical teams, buyers, and regulators under one roof, the conference shortens procurement cycles, fosters collaborative problem solving, and ensures that digital initiatives deliver measurable economic and social outcomes. Ultimately, E3CX is where Vision 2030’s digital ambitions are translated into scalable, impactful services for the Kingdom of Saudi Arabia. 

  • Where do you see CX in MENA in three years? 

Over the next three years, customer experience (CX) in the MENA region will shift from being a set of separate channels to a smooth, ongoing conversation that follows customers wherever they are. Mobile messaging and voice will become the primary means of engagement across discovery, purchase, and support. Companies that treat these conversational journeys as a key part of their revenue strategy, rather than just support tools, will be the ones that succeed. AI will move beyond small tests to full-scale use, helping personalise interactions in real time while also meeting local regulations. This will result in faster responses, fewer false positives, and more localised customer experiences. 

At the same time, Arabic-first design will become essential. Businesses that focus on dialect accuracy and culturally relevant design will see better engagement and conversion. Moreover, CX success will be measured by more than just satisfaction scores; business leaders will look closely at how chat and messaging contribute to revenue, customer retention, and cost efficiency. Data residency and local regulations will also play a bigger role in how companies choose their technology partners as governments and large enterprises will prioritise vendors that can demonstrate local hosting, audit logs, and clear data governance. While automation will handle routine tasks, skilled human agents will still be needed for complex or emotional conversations. Finally, CX will increasingly become tailored by industry, with sectors like banking, aviation, and government developing domain-led playbooks for conversational automation, featuring specialised models, compliance patterns and measurement frameworks. Thus, early adopters are poised to win procurement and set an example for others to follow. 

  • With Vision 2030 shaping the SaaS market, how is Unifonic enabling better CX for Saudi businesses and public sector buyers? 

With Vision 2030 driving the transformation of the software as a service (SaaS) market in Saudi Arabia, Unifonic is uniquely positioned to enable better customer experience (CX) for both Saudi businesses and public sector buyers. The growing demand for SaaS solutions in the MENA region is fuelled by the rise of new digital models, and Vision 2030 has further accelerated this by emphasising the need for secure, locally compliant, and scalable digital services. 

Unifonic meets these demands by offering a unified conversational platform designed for production from day one. Our technology prioritises Arabic-first experiences, ensuring conversational journeys resonate across different dialects and feel natural to users. This focus on language and cultural relevance reduces friction, increases engagement, and drives higher conversion rates across customer acquisition and support workflows. For the public sector and large enterprises, we have adopted a collaborative go-to-market approach that includes joint pilot design, clear key performance indicators (KPIs), and quick iteration cycles. This enables stakeholders to validate the platform’s impact before committing to scale. 

On the ecosystem front, Unifonic works closely with local cloud operators, telecommunications companies, and system integrators to integrate seamlessly with existing infrastructure and accelerate deployment. We also invest in developer programs, training initiatives, and accelerator partnerships to nurture local talent, directly supporting Saudi Vision 2030’s objective of job creation. 

Unifonic operates at the intersection of language, compliance, and production readiness. We empower Saudi organisations to move their conversational projects beyond experimentation into scalable, measurable services that improve both citizen and customer experiences, fully aligned with the Kingdom’s digital transformation, economic growth, and workforce development goals. 

  • What is Unifonic Intelligence? 

Unifonic Intelligence is the AI engine that powers the Unifonic customer engagement platform. It brings together four key modules: the AI control centre for governance and oversight, AI chatbot for customer-fa cing virtual agents, agent copilot to assist human agents in real time, and a content creator with marketing recommendations to automate and personalise campaign messaging. Together, these components empower businesses to deliver faster, smarter, and more personalised customer experiences. 

What sets the platform apart is its underlying AI framework, which uses a retrieval-augmented generation approach to ensure responses are grounded in the customer’s real data and up-to-date enterprise knowledge. We carefully evaluate and select leading open-source large language models (LLMs), optimising them for Arabic dialects and region-specific intents. This results in conversational AI that not only understands local nuances but also delivers factually accurate interactions. Early adopters can expect enhanced engagement, improved customer satisfaction and better business decisions through data-driven insights. 

  • How does the partnership with Humain and Groq enable this platform and what does it mean for customers? 

Our partnership with Humain and Groq is both a technical and commercial enabler that strengthens the Unifonic AI Powered Customer Engagement Platform with unmatched performance, security, and scalability. Groq provides industry-leading inference hardware and performance engineering, focused specifically on inference execution, which is the critical backbone of live conversational systems. This means significantly faster model execution, lower latency, and scalable throughput, all of which are essential for delivering high-quality customer experiences. At the same time, Humain ensures that these capabilities are deployed locally, with full integration into regional compliance frameworks, and enterprise-grade operational controls across Saudi Arabia and the wider MENA region. 

Groq and Humain led the development of the inference architecture, performance tuning and deployment playbooks. While Groq tuned serving layers for peak low-latency performance, Humain implemented the local hosting, networking and operational controls required by enterprise customers. This joint approach allows us to push new model variants from testing to production in days rather than months, all while maintaining full audit trails and governance that regulated enterprises require. For customers, the benefits are measurable: inference and model serving are hosted in Saudi-based environments, preserving data residency; response times are faster, improving user satisfaction and reducing drop-off; and Arabic language support is significantly enhanced because of regionally-tuned models and dialect validation. 

Ultimately, this partnership gives Unifonic the infrastructure and operational foundation to deliver Arabic-first, compliant AI for enterprises across the region. At the upcoming E3 Customer Experience (E3CX) Conference 2025, we will be showcasing these engineering achievements and inviting customers to join our early adopter program to start delivering measurable business outcomes. 

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BEYOND STORAGE: LEXAR’S MIDDLE EAST EDGE

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a portrait of Fissal Oubida, Lexar

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.

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