VAR
Hisense Committed to Introducing more State-of-the-Art Technology to the region!
Smart home technology is experiencing rapid growth in the region, and Hisense is at the forefront of introducing innovative and state-of-the-art products to meet the increasing demand.
In an exclusive interview, the editor of VAR had the opportunity to speak with Mr. Fazalur Rahman, Marketing Director at Hisense Middle East & Africa, to gain insights into how the brand has successfully secured a substantial market share and what continues to drive their enthusiasm for the future.

Could you please tell us about your role in the organization and your areas of expertise?
I am the Regional Marketing Director for Hisense Middle East & North Africa, responsible for designing and reshaping strategies to improve brand awareness and equity, execute GTM plans, enhance consumer engagement, and optimise retail/shopper marketing. My primary focus in this role is on driving brand equity, influencing consumer behaviour, and accelerating business growth across the Middle East region. I have been with Hisense for over 7 years since its nascent years in the region, spearheading a small team with a strategic approach to enter and expand into the UAE, GCC & LEVANT regions.
What is Hisense’s most recent offering to the Middle Eastern market?
Well, Hisense has recently launched its next generation of 2023 TV line-up. Our hero product focuses on ULED X technology which has even better picture quality based on Mini LED Technology though the usage of advanced in house developed chipset called Hi-View Engine X. The technology can be seen in the model 85UX which will be available in the market in Q3 2023. The ULED X, which was initially unveiled at this year’s Consumer Electronics Show in Las Vegas, received the CES 2023 Innovation Award for its advanced optical systems, exceptional image processing, and industry leading display technologies. We also introduced ULED TVs, range of Mini-LEDs, Laser TV as well as smart projectors like PX1-PRO, CH1 and PL1H.
We are committed to introducing more cutting-edge and latest technology products to the region. Our technology is a combination of smart and high-end tech algorithm that makes consumers connect with these appliances for an easier lifestyle. The smart features can be witnessed in our appliances like refrigerators, that comes with a touch screen, allowing you to control temperature and other features. Soon the market will witness a range of smart series with washing machines, dishwashers and air conditioners.
What are some significant trends and requirements that have emerged from the Middle Eastern market throughout the years?
The household appliances market in the Middle East has witnessed significant growth in the past few years because of several positive factors. One notable trend driving this growth is the integration of smart home technology, which has contributed to the industry’s expansion in the region. Additionally, there has been a rising demand for energy-efficient appliances, primarily due to growing environmental awareness and the need to reduce energy consumption. As a result, companies have begun investing in the development of energy-efficient appliances to meet this demand.
The growth of e-commerce in the Middle East has played a crucial role in propelling the household appliances market. The household appliances market is expected to see a substantial increase in the coming years. This growth can be attributed to the exposure of Middle East to other countries. Increase of tourism has which has generated increased demand in household appliances in resorts and hotels. Many people are migration to the Middle East, which is driving market development; and the growing number of working family members and time constraints fuelling demands for modern equipment. The deployment of smart household appliances is also seen as a time-saving solution in this context.
Could you give us some statistics on your market share in the Middle East and your projected growth in the next two years?
Hisense has experienced remarkable growth in the Middle East over the past 10 years. Through a carefully planned approach and effective expansion strategies, the brand has managed to capture a significant market share of 12 per cent in the region’s TV sector and aiming to reach 18-20 per cent in the next two years. This achievement is testament to our commitment to delivering quality products and establishing a strong brand presence in the region.
As a brand, we are constantly striving to further enhance our presence in the Middle East. The company is actively investing in the development and introduction of new technologies, ensuring that our product line-up remains at the forefront of innovation. By introducing more stock-keeping units, Hisense aims to provide a diverse range of options to cater to the varying needs and preferences of its customers.
In addition to product development, Hisense is also prioritising its visibility on both offline and online platforms. Recognising the importance of a multi-channel approach, we are focusing on strengthening our presence in traditional bricks-and-mortar stores, while also expanding our reach through online retail platforms. This comprehensive strategy aims to make Hisense products more accessible to consumers across different touchpoints, further fuelling the brand’s growth in the Middle East.
What projections do you have for the TV market? Do you think TV costs will rise in the future?
Hisense is a competitive brand, and we are focused on growth. By participating in global events such as the FIFA World Cup and UEFA European Championships, we have gained a better platform to communicate with end-users, leading to an expansion of our brand and increased credibility and acceptability. In the TV category, we will continue to introduce advanced technology and features that cater to our end-users, offering the best home entertainment solutions.
Our recent launch of ULED X technology is certain to captivate consumers with its premium picture quality. Technology remains a key factor in the TV industry, and we anticipate the introduction of game-changing entertainment solutions on to the market very soon. It is important to note that advanced technology often comes with a higher price point. While there has been a month-on-month increase observed in the market, we recognise the high level of competitiveness.
Finally, what excites you about technology’s future?
At Hisense, we are always striving to keep pace with the latest trends and stay ahead of our competitors in introducing trendy products. We are particularly excited about the future of technology in the TV industry. For example, we recently unveiled the Hisense PX1-PRO TriChroma Laser Cinema at CES, receiving widespread acclaim. This next-generation TV offers immersive entertainment and is now available across the Middle East region. As technology continues to advance rapidly, we are equally excited to see what the future holds and to be part of this transformative journey.
VAR
HUAWEI WIFI MESH X3 PRO REVIEW: A SURPRISINGLY TASTEFUL WI-FI 7 ROUTER THAT COULD BE YOUR LIVING ROOM CENTREPIECE
We have come up with clever ways of hiding Wi-Fi routers out of sight — behind cabinets, inside baskets, between the books on shelves. Even the best-looking routers clash violently with interior design unless you are going for a server room aesthetic. Nobody in their wildest dreams imagined a router would become the statement piece in their living room. But then the HUAWEI WiFi Mesh X3 Pro happened. A router that looks more like a decorative lamp than a piece of tech. It eschews the rigid industrial design of traditional routers, drawing its inspiration from the magnificent sunlit, snow-covered mountain peaks radiating warm golden hues at dawn.

The Golden Mountain Glow Light Effect of this router emulates the dynamic changes of sunlight on snow-capped mountains. It can adjust the lighting based on the real-time weather and time at your location. On sunny mornings, the light slowly transitions from soft white to warm gold, while on cloudy days it glows with a gentle warm white. Alternatively, you can open the Huawei AI Life App to choose a colour yourself and even schedule the light to turn on and off automatically. More on the app later.
Whether placed on a living room TV cabinet, a study desk, or a nightstand, it becomes part of the room’s atmosphere, with its soft light helping to set the mood. It blurs the line between electronic devices and home décor, allowing technology to exist in quiet harmony with the beauty of the home.
However, the most impressive part of the WiFi Mesh X3 Pro is how capable it is as a mesh router. The HUAWEI WiFi Mesh X3 Pro allows you to create a whole-home mesh network, offering seamless Wi-Fi coverage throughout your space by automatically switching to the optimal signal as you move around. It keeps your devices connected to the best available Wi-Fi signal, so you can enjoy a fast and stable connection as you move across the house. One master router can easily cover around 90 square meters of floor area. For larger spaces, additional extenders can be added as needed. A single master router can work with multiple extenders to deliver strong signals and consistent coverage.
Powered by next-generation Wi-Fi 7, the router delivers a decisive leap in performance over Wi-Fi 6, offering dual-band peak wireless speeds of up to 3.6 Gbps. It fully unlocks the potential of gigabit-plus fibre networks, enabling instant downloads of large 4K and 8K video files, lag-free online gaming, and smooth performance even with multiple devices connected.
At the core of this upgrade is Wi-Fi 7 Multi-Link Operation (MLO), which allows devices to connect simultaneously to both the 2.4 GHz and 5 GHz bands for faster, more stable data transmission. In high-latency scenarios such as online gaming and HD video calls, the system intelligently selects high-quality, low-latency channels, minimising lag and maintaining a consistently smooth experience, even under heavy multi-device use.
Another key attraction of this router is the Huawei AI Life App, which makes setup, parental controls, and network security easy to manage right from your phone. Through the app, you can easily manage children’s online activity. You can set daily internet time limits and define specific access periods. Harmful websites can be blocked, and browsing records can be viewed at any time.
The app offers intuitive, three-dimensional, visualised network management. Fault visualisation automatically detects issues such as broadband disconnections or overheating. Coverage visualisation generates real-time signal heat maps, highlighting weak areas and suggesting ways to improve coverage. Device visualisation shows all connected devices at a glance, allowing you to manage or remove devices instantly. Even without professional networking knowledge, users can quickly identify and resolve common network issues.
Powered by the HUAWEI HomeSec® security system, the router provides comprehensive protection. It blocks brute-force password attacks and sends real-time security alerts. It also intercepts phishing and malware-laden websites as they appear. Encrypted remote access further protects user data and privacy.
About Huawei Consumer Business Group (CBG)
Huawei Consumer Business Group (CBG) is one of Huawei’s three core business units and a global leader in smart devices and intelligent consumer experiences. With a product portfolio that includes smartphones, PCs and tablets, wearables, audio devices, and cloud services. Operating in over 170 countries and regions, Huawei CBG serves more than a third of the world’s population. Fourteen R&D centres have been set up in countries around the world, including Germany, Sweden, and China. Huawei’s global network is built on over 30 years of expertise in the telecom industry and is dedicated to delivering the latest technological advances to consumers around the world.
Huawei CBG is recognized as one of the world’s top smartphone brands and remains committed to driving digital inclusion, sustainability, and innovation through intelligent, user-centric products that enhance everyday life.
Trending
Xiaomi Unveils REDMI Note 15 Series and Expands AIoT Ecosystem with New Smart Devices
Xiaomi has officially launched the REDMI Note 15 Series in the UAE, featuring five new models: REDMI Note 15 Pro+ 5G, Pro 5G, Pro, and the REDMI Note 15 5G and 4G variants.
The series debuts REDMI Titan Durability, integrating reinforced frames and Corning Gorilla Glass Victus 2 for superior drop and crush resistance. The Pro models boast massive Silicon–Carbon batteries (up to 6,580mAh) with 100W HyperCharge, designed to maintain peak health for over six years.
Photography enthusiasts can leverage a flagship 200MP main camera on Pro models, featuring AI-powered 4× lossless zoom and Xiaomi HyperAI editing tools. Performance is driven by the Snapdragon 7s Gen 4 and Xiaomi IceLoop cooling, while the 120Hz AMOLED displays offer a stunning 3,200 nits peak brightness.
Connectivity reaches new heights with Xiaomi Offline Communication, allowing kilometer-level voice calls without network coverage. Xiaomi also expanded its AIoT ecosystem, introducing the REDMI Buds 8 Lite, Xiaomi Electric Scooter 6 Series, and Smart Audio Glasses.
The REDMI Note 15 Series combines ultimate resilience with cutting-edge AI, setting a new benchmark for smartphone value in the region.
Redmi Note 15 Series Partners with Discovery Channel to Demonstrate Real-World Endurance

To showcase the Redmi Note 15 Series “diamond-grade durability,” Xiaomi has partnered with Discovery Channel on a co-branded campaign featuring explorer and survival expert Ed Stafford, renowned for his extreme outdoor challenges. In the campaign, Ed takes on a continuous 24-hour endurance challenge, using the Redmi Note 15 as his only essential tool.
The film demonstrates the phone’s real-world capabilities: supporting navigation, lighting, photography, compass and weather checks, and connectivity, while highlighting its durability, water resistance, and long-lasting battery life.
The campaign will be amplified across Discovery Channel’s platforms and supported by official press coverage, bringing the “tech + endurance” story to audiences across the UAE. To further engage media and creators, a limited number of “Titan Durability” co-branded gift boxes will be made available for unboxings and challenge-style content, offering a hands-on experience of the series’ resilience.
Mijia Smart Audio Glasses: Style Meets Technology

The UAE launch also introduces Mijia Smart Audio Glasses, blending open-ear audio with elegant eyewear design. Equipped with four microphones, wind noise reduction, and a privacy mode, the glasses allow UAE users to enjoy music and calls while staying aware of surroundings. Lightweight and durable, they feature IP54 splash and dust resistance, UV and blue light protection, and up to 13 hours of playback, with fast charging offering 4 hours from just 10 minutes. The Xiaomi Glasses app allows full control, including gesture customization, dual-device connectivity, and safe recording options.
REDMI Buds 8 Lite

Also joining Xiaomi’s AIoT portfolio are REDMI Buds 8 Lite, entry-level true wireless earbuds designed for everyday practicality and convenience. Available in Black, White, or Blue, they feature a 12.4mm titanium-diaphragm driver for clear, detailed sound, Bluetooth 5.4 connectivity, and hybrid active noise cancellation up to 42dB with Transparency mode. Dual-mic AI environmental noise cancellation ensures clear calls even outdoors, while five pre-set EQ modes and app-based customization let users tailor their audio experience. With dual-device connectivity, fast charging, and up to 36 hours of total battery life with the case, REDMI Buds 8 Lite deliver a versatile, practical audio solution for daily use.
Xiaomi TV S Pro Mini LED Series

Xiaomi also introduces the Xiaomi TV S Pro Mini LED Series in UAE, offering 75″, 65″, and 55″ QD-Mini LED models with 4K UHD resolution, 1700 nits peak brightness, Dolby Vision®, HDR10+, HLG, and Filmmaker Mode. With 144Hz native refresh rate, Mini LED local dimming, and low-reflection display technology, the series provides ultra-smooth visuals and vibrant, accurate color reproduction. Audio is powered by dual 15W speakers, Dolby Atmos, Harman AudioEFX, and Xiaomi Sound tuning, delivering immersive experiences for movies, gaming, and streaming. Connectivity options include Wi-Fi 6, Bluetooth 5.2, HDMI 2.1, USB, Ethernet, and built-in Google TV, Google Cast, and Apple AirPlay, offering seamless streaming and device integration.
VAR
BenQ ScreenBar Series: A New Standard in Desk Lighting
With the introduction of the ScreenBar Series in Dubai, BenQ Middle East has solidified its position as a leader in monitor-mounted lighting by addressing a prevalent problem among desk users: inadequate ambient lighting. Designed for today’s hybrid workers, content creators, and competitive gamers, the ScreenBar line goes beyond traditional task lamps to provide an intelligent illumination solution that responds to both the user and the surroundings.
ScreenBar Halo 2 – A New Benchmark for Visual Balance
At the heart of the series portfolio lies the ScreenBar Halo 2, which has been developed over four years of engineering. Its distinguishing feature is a dual-light setup that includes a forward-facing desk light and a bright rear ambient glow. This design considerably reduces the visual contrast between a bright monitor and a darker space, which is a common cause of eye strain during prolonged screen use. The modified back lighting covers a significantly larger area, resulting in a more natural and immersive lighting environment that appears consistent rather than harsh.
Precision Optics That Protect the Eyes
BenQ’s optical expertise is prominent in the Halo 2’s glare-control technology. The asymmetrical light projection guarantees that light reaches the workstation without overflowing onto the display or shining directly in the user’s eyes. This intricate light structuring keeps on-screen content clear and decreases tiredness, particularly during tasks that need prolonged attention. The ScreenBar Halo 2 is backed by academic research and aligned with international lighting regulations. It maintains a precisely balanced brightness relationship between the monitor and its surroundings, allowing the eyes to remain relaxed for extended periods of time.
ScreenBar Pro: Versatility and Everyday Intelligence
The ScreenBar Pro Black and Silver variants represent a more streamlined version of BenQ’s lighting concept. Their gravity-based clamp technology is designed to fit securely on a variety of monitors, including slim-bezel and curved screens, while providing minimal pressure. Built-in smart features like automatic brightness adjustment, motion-based power control, and memory settings make the experience simple, responding to changing lighting conditions throughout the day.
Design-Led Aesthetics with Fine-Tuned Control
The ScreenBar Series is visually appealing and complements premium workstation settings and creative studios. Developed in partnership with MINIMAL Design, the light’s clean metallic surface and discrete form allow it to fit in rather than overshadow the workspace. A new wireless dial provides smooth, accurate control of brightness and colour temperature. The wide temperature range accommodates anything from warm evening illumination to colder tones suitable for precision activities like as editing, grading, or complex design work.
Verdict: A Thoughtful Investment in Performance and Wellbeing
The BenQ ScreenBar Series presents itself as an essential component of a productive and healthy workspace rather than just an accessory. BenQ has developed a lighting system that promotes long-term comfort without sacrificing performance by fusing scientific research, adaptable technology, and sophisticated industrial design. For professionals, creatives, and gamers who spend long hours in front of a screen, the ScreenBar Halo 2 and ScreenBar Pro provide an outstanding combination of efficiency, visual comfort, and minimalist sophistication, making them a significant enhancement for any modern work environment.
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