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On the cloud trail with partners
 
																								
												
												
											Sage offers flexible, integrated and scalable solutions for organizations ranging from start-ups to scale-ups, to mid-sized and larger enterprises. Keith Fenner, Vice President Sage Enterprise Africa and Middle East discusses the company’s cloud first focus and partner enablement
Discuss the cloud focus at Sage
It is definitely cloud first strategy for us. Having said that, wholesale transition to cloud is not a possibility and our customers aren’t interested in that anyway. We are focused in three market segments on three cloud products. The enterprise product will always be available as on premise version as well as a multi-tenancy cloud product. Then there is the enterprise cloud which would be the private cloud product for customers who have their own development environments, test environments.
The interesting thing Our R&D roadmap for Sage X3 delivers to cloud first in iterative updates. Every week, every 2 weeks, every month, the cloud is being updated as you can imagine; it is elastic R&D. Every 6 months to 12 months, we collect all of those updates and create an on-premises patch. So this is an instance of cloud first focus.
While our focus is the cloud for the future, we know that our customers are going to move to the cloud at their own pace. Which is why we still offer on-premises options, in the enterprise space.
What is the feedback from customers on cloud adoption?
Every customer conversation we are having in the region now involves cloud, whether they are transacting cloud or not. They typically are keen to know about Sage’s cloud strategy, when they could take cloud on, whether they can come off cloud if they don’t like it and what is our strategy towards data in the region with legislative requirements. Our strategy is to deliver to the UAE and Saudi data centers for now which covers large part of the region. In short, our cloud is strategy is quite focused and we are offering a choice that other vendors aren’t. However, at the moment, most transactions are still with on-premises editions.
How will the cloud delivery model unfold and how does the channel benefit?
We have an agreement with a provider that runs the datacenter in UAE and Saudi Arabia and are in process of authentication and certification of the data centers. Within the cloud model, the contract is between us and the customer. We have worked towards the model wherein Sage is the contractor where it is our responsibility for the data center, obviously on a back to back agreement. As our business model is via the channel, we are protecting the partner who still has the margins and does the services. While it does take some consulting time off for the partners with the software being preloaded on the cloud, we hand it to the partners for all further services.
How has the public cloud model worked until now for Sage in the region? What options do you offer to customers?
Prior to now, customers in the region have had the choice of running our X3 cloud from Amazon AWS. But there have concerns about need for data to reside in local data centers with reference to local legislative requirements in some countries. We have to be vigilant on that and deliver solution to address the challenges. There have also been issues of latency in some countries as well.
If customers are comfortable of running the solution in the public cloud, they can do it. We also offer the private cloud options for customers who want customization and then there is the local hosting option to round off.
How are you enabling partners in the cloud Business?
We have been explaining to partners the importance of moving to a cloud based services model from the traditional way of Business. We have our ways of enabling partners towards the cloud model. All partners, technically, can sell both cloud and on premises options. However, there is a difference in just flaunting a cloud logo and in being actively involved in driving the digital transformation towards the cloud in the market place. We are committed to this education towards helping them make this transformation. We have some great business incentives to encourage the transition. And I would reiterate the point that we are a channel focused company and in the cloud model, while we are the contractor, the channel is the services element behind the contract.
Discuss the customer preference for private cloud deployment?
Customers running for critical environments tend to prefer private cloud options. For ERP covering big sites with a lot of integrations and significant customization, where our customers are stepping out of Sage X3 best practice processes and are building their own best practices or changing them a bit, they probably have a large IT team and will want to control their upgrade path, have a sandbox up in the cloud, have their test and development services etc. That is a different world altogether and they are quite comfortable with the private cloud which offer them better security, backup as well as DR options etc.
How do you see yourself across the different customer segments? What is the emphasis on the enterprise part?
We have three distinct segments for our products- start-up, scale-up and enterprise. Sage 50 which is Peachtree is for start-ups. We have four versions which are Sage 50 US, Sage 50 UK, Sage 50 Canada and Sage 50 Middle East. The strategy is to get every customer in the region to get on to the Sage-Middle East version which does transactions upto 3 decimal places. That is a process which will take time as it involves a huge number of customers. The change would be the introduction of the cloud based start-up product Sage One in the region when we do it. We have some work ahead of that including Arabisation and we would like to hit the road to the market hard when we have it ready and look at offering a difference.
In the scale up segment, Sage 300 is growing in the region, has a lot of partners transacting. The cloud version is Sage live. In fact, for long, the scale up and the start-up segments have been the traditional strongholds for Sage and we have been regarded as a mid-market player.
The focus now with the roadshows we have been doing is to build up the brand in the enterprise segment. We want to become regarded as an enterprise player along with the names that have been traditionally considered as enterprise players. Our brand awareness needs to be enhanced on the enterprise side but having said that, we have been closing some great enterprise deals in the region. In Africa, we are pretty strong on the enterprise and we will look to replicate that here.
Discuss outlook for growth and the partner focus?
We grew our business globally by 74% last year and partners are a key part of our growth focus. In the cloud model, while Sage is the contractor ultimately, in services the channel is involved. While we don’t have a post sales team but we do run a quality team that will check the integrity and sign off the project milestones, which gives the assurance to customers. We have some very larger partners that are making sizeable investments in growing the business. We have around 25 consultants that are responsible for consultation, implementation, BPR, change management etc.
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The Maritime Standard Awards 2025 winners list showcases high levels of innovation and operational excellence across the maritime sector
 
														
The maritime sector’s leading awards event, The Maritime Standard (TMS) Awards 2025, has announced this year’s winners, honoring outstanding companies and industry leaders from across the Middle East and Indian Subcontinent. The Awards showcased achievement and innovation in 25 categories covering shipping, logistics, ship repair, offshore services, marine technology and related sectors, as well as a series of special awards for individual achievement. The prestigious event took place at Atlantis The Palm, Dubai on October 29th, attracting over 1000 senior executives, decision-makers and industry leaders, from the region, and across the globe.
Held under the patronage of H.H. Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Civil Aviation Authority, Chairman of Dubai Airports, and Chairman and Chief Executive of Emirates Airline and Group, the event recognised organisations and individuals for setting new standards in operational excellence and leadership in the sector amid significant shifts in the industry, including decarbonisation, digitalization, and a renewed emphasis on supply chain resilience. From clean-fuel projects and AI-powered port operations to international collaborations that boost trade efficiency, the 2025 Awards showcased the industry’s progress in turning goals into tangible outcomes.
The evening was hosted by Yalda Hakim, a renowned international correspondent and documentary filmmaker, whose engaging presence added distinction to the occasion. The keynote address was delivered by Captain Abdulkareem Al Masabi, CEO of ADNOC Logistics and Services, who shared valuable insights on the evolving maritime landscape and the UAE’s leadership in advancing sustainable and innovative practices across the sector.
Clive Woodbridge, Editor of The Maritime Standard and Chairman of the Judging Panel, stated, “This year’s competition was exceptionally tough, and we received an unprecedented number of entries across all categories. Each finalist demonstrated remarkable achievements and operational standards over the past year, which underlines the significant advances that continue to be made in the regional maritime sector.”
A rigorous assessment process was conducted as part of the award selections, and this was supervised by an independent panel of distinguished judges that included some of the most prominent names in the maritime industry.
Trevor Pereira, Managing Director of The Maritime Standard, commented, “These Awards are not just about celebrating success, but also about encouraging excellence. This year’s event recognised innovative concepts, exciting new initiatives, and outstanding performance standards. As the region continues to expand its maritime infrastructure and digital port systems, with significant developments across the Middle East and the Indian Subcontinent, events like The Maritime Standard Awards play a key role in reinforcing its position as a global leader in shipping and maritime.”
Reaction from the individual winners on the night of October 29th was highly appreciative. Captain Mohamed Al Ali, Senior Vice President, Operations (Offshore Logistics), at ADNOC L&S, who received the Outstanding Achievement Award, added: “It was one of the greatest honours of my professional career to receive this Award. It really means a lot to me to have TMS recognise the years of dedication and hard work.”
Tony Dagher, the Founder and Managing Director of TMC Shipping Group was the recipient of the Young Person in Shipping and was similarly honoured. He said: “I have been fortunate to have had great support from many people during my journey in shipping, and to have a fantastic team around me now. This Award is as much for them as it is for me.
Over the past 12 years The Maritime Standard Awards has consolidated its standing as one of the most prominent annual gatherings within the global maritime calendar, gaining worldwide recognition for recognising excellence and promoting a more resilient and sustainable maritime future.

News
Deep Dive Dubai Launches Sunken City Walk, a Cinematic Underwater Experience that Makes Adventure Just a Step Away
 
														Deep Dive Dubai has unveiled its newest attraction for experience seekers with the launch of Sunken City Walk. The guided underwater activity invites guests to step into a cinematic cityscape filled with surreal details. From an underwater swing and motorbike to a café table that looks straight out of a movie scene, this is Dubai’s latest must-try attraction.

The hour-long journey begins with a full briefing and safety overview, followed by guests changing into wetsuits and equipment provided on-site. They then join trained instructors for a 20-minute guided underwater walk through the Sunken City—an accessible, certification-free experience that requires no swimming skills, making it ideal for guests aged 10 and above. Currently offered at an introductory price of AED 600, with an optional 30-second keepsake video for AED 200, the experience is currently available in four daily slots at 11 AM, 12 PM, 2pm, and 3pm.
Jarrod Jablonski, Director, Deep Dive Dubai, said that “With Sunken City Walk, we’re continuing to shape Dubai’s reputation as a city of unforgettable experiences. It’s a unique attraction that reflects Dubai’s spirit, where visitors can discover adventure in ways they never thought possible.”
The launch reflects a global trend that travellers are choosing experiences over possessions. Supporting this, Shamal’s Experience Economy Report stated that 75% of UAE residents are more willing to spend on experiences, with 80% allocating a dedicated monthly budget. The launch also aligns with Dubai’s commitment to strengthening its global tourism appeal. According to Dubai Department of Economy and Tourism (DET), the city welcomed 9.88 million international visitors in the first half of 2025, a six percent increase year-on-year, reinforcing its position as one of the world’s leading lifestyle and tourism hubs. Sunken City Walk at Deep Dive Dubai adds a new way for visitors to experience the city’s spirit of reinvention, where adventure is always just a step away.
While Sunken City Walk offers a first taste of underwater adventure, guests can plunge into the incredible world of diving at Deep Dive Dubai, choosing from experiences such as scuba diving, freediving, and specialised diving courses.
News
Free Mineral Water for All: UAE Startup to Launch Groundbreaking Public Hydration Initiative
 
														Staying hydrated just got easier, and greener, thanks to Ourwatr, that’s launching a nationwide free mineral water programme starting June 2025. It’s a first in the region: clean, refreshing mineral water made freely available across the country, delivered through a unique model that blends sustainability, community care, and social impact.
From metro stations and shopping malls to parks and government offices, thousands of chilled bottles of mineral water, sourced locally from Dibba, Fujairah, will soon be within everyone’s reach, every day. Ourwatr’s mission is simple: hydration is a right, not a privilege.
“At Ourwatr, we believe that drinking water should be accessible to all,” says Abhinav Murali, Co-founder.
“That’s why we’re giving away premium mineral water for free, and every bottle supports communities in need. It’s hydration with heart, proudly made right here in the UAE.”
Stamp of UAE quality
All Ourwatr bottles carry the prestigious EQM (Emirates Quality Mark) certification, guaranteeing they meet strict UAE national and international quality standards. When you grab a bottle, you’re assured of top-quality water, safe, pure, refreshing and approved by the country’s standardisation authority.
Mission in a bottle
With temperatures rising across the UAE, especially during summer, access to clean drinking water is more important than ever, for workers, families, children, and the elderly alike.

“In our desert climate, hydration isn’t just healthy; it’s life-saving,” adds co-founder Bharath Mohan.
“Each bottle we provide is a small act of kindness toward our community.”
Ourwatr is more than just a startup, it’s a mission in a bottle. Launched by three young, UAE-based entrepreneurs, the idea was sparked by a simple but powerful observation: access to free, convenient hydration isn’t always a given.
Wanting to change that, the trio built a business with heart at its core. The team is also in talks with various UAE charitable organisations and government agencies to expand its reach and impact. For every bottle distributed, a portion will be donated to local charities, turning everyday hydration into a meaningful act of giving.
A Model Built on Purpose and Sustainability
Ourwatr isn’t just about water, it’s about doing good. Instead of selling to consumers, the company partners with brands and organisations who cover the production and distribution costs. In return, sponsors co-brand the bottles, using them as a platform to share positive messages and shared values, while making a real difference.
“Sustainability isn’t just about less waste, it’s about creating lasting, meaningful change,” explains Sharat Nair, Co-founder.
The bottles are crafted from recyclable materials, aligning with the UAE’s zero-waste goals and green agenda.
Backing UAE Vision 2030
Ourwatr’s initiative supports the UAE’s Vision 2030 goals around health, sustainability, and quality of life. The startup is already collaborating with local authorities to expand water access and reach as many people as possible.
More than just water, Ourwatr is delivering hope, equality, and care, one bottle at a time.
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