Tech News
du elevates brand strength to historic highs, climbing the ranks as a global top 25 telecom powerhouse
du climbs to the 3rd strongest brand in the UAE and 7th in the Middle East, with a brand value growth of 13% to $2.47 billion, showcasing its enhanced market position and branding excellence.
du, an Emirates Integrated Telecommunications Company (EITC), reached a significant milestone in its brand strength, according to the 2024 Brand Finance rankings. Achieving a brand strength index (BSI) of 82.5 points, the company has not only maintained its AAA- rating but has also risen to become the 3rd strongest brand in the UAE and 7th in the Middle East. This notable growth has elevated du into the Global Top 25 Telecom brands, from its previous position at 33rd last year.
The company’s strategic initiatives and consistent focus on innovative telecommunications solutions have significantly increased its brand value by 13% year-on-year, from $2.198 billion to an impressive $2.475 billion. This marks not only a significant increase in financial valuation but also reinforces du’s ongoing commitment to excellence and innovation in the competitive telecom sector.
Fahad Al Hassawi, CEO at du, said: “The du vision, which underpins our strategy to deliver value and unmatched experiences to our customers, has fortified our brand against both local and international benchmarks. Our strategic efforts have elevated our status to the 7th strongest entity in the Middle East telecom sector, further highlighting our prominence among the Global Top 25 Telecom brands. Keeping pace with generational and market developments, we have continuously adapted our approach to enhance customer satisfaction in alignment with our brand ethos.”
The surge in brand strength and value is driven by du’s proactive approach in integrating cutting-edge technologies and customer-centric services, which significantly enhance user experiences. The ranking is also attributed to du’s enhanced brand strength across various index attributes, including the quality of our products combined with value for money and innovative methods to address customers’ needs. positioning the company as a joint leader in these domains. The company’s recent initiatives in expanding 5G capabilities and enhancing digital transformation services have set benchmarks within the industry.
Tech News
Beyond the Finish Line: What HONOR Robotics Can Teach Us About the Future of Intelligent Devices
A Record-Breaking Moment for Robotics
When HONOR’s Lightning humanoid robot captured global attention with a series of record-breaking performances, the headlines understandably focused on speed. HONOR Robotics D1 broke five human world records, completing a half marathon in 50 minutes and 26 seconds, 1,500 meters in 2 minutes and 30 seconds, and 100 meters in just 9.32 seconds, while reaching a peak speed of 14.5 meters per second.
The performances demonstrated a level of athletic capability previously considered out of reach for humanoid machines, sparking widespread discussion about just how quickly robotics technology is advancing.
Yet the real story extends far beyond the stopwatch.
The Rise of Embodied AI
While achievements on the track demonstrate remarkable engineering progress, they also point to a broader shift taking place across the technology industry. Artificial intelligence is no longer confined to analysing information on a screen. It is increasingly being designed to understand, interpret and respond to the physical world around it. From navigating complex environments to making decisions in real time, the next era of AI will be defined not only by what it knows, but by how effectively it can interact with the world.
This evolution is often referred to as embodied AI, where intelligence is paired with movement, perception and action. In a race, a humanoid robot must do far more than run quickly. It must continuously process information from its surroundings, maintain balance, adapt to changing conditions and make split-second adjustments throughout its movement. Such capabilities demonstrate how AI is moving beyond digital commands towards real-world understanding.
Why Robotics Matters Beyond the Race Track
The significance of this trend extends well beyond robotics itself. As AI systems become increasingly capable of understanding context and responding intelligently, the lessons learned from these advancements have the potential to influence a wide range of everyday technologies.
For consumers, this shift is particularly relevant. People increasingly expect their devices to be proactive, intuitive and personalised. Technology is no longer judged solely by processing power or specifications. Instead, users value experiences that feel intelligent, seamless and capable of adapting to their needs.
Achieving this vision requires AI systems that can process information quickly, understand intent and respond meaningfully in real time.
The Future of Intelligent Devices
The same principles driving the next generation of robotics are also shaping the evolution of personal technology. Advances in perception, contextual understanding and intelligent decision-making are helping create devices that feel more aware of both users and their surroundings.
As AI capabilities continue to mature, devices will become increasingly capable of anticipating needs, simplifying tasks and offering more personalised experiences. The result is a more natural relationship between people and technology, where interactions feel less like commands and more like collaboration.
Rather than simply responding to requests, future intelligent devices will be expected to understand context, recognise patterns and support users in increasingly proactive ways.
Where Robotics and Consumer Technology Converge
This is where the convergence of robotics and consumer technology becomes particularly exciting.
For many years, robotics and personal devices have been treated as distinct categories. Today, however, both industries are being shaped by the same fundamental goal: creating technology that can better understand and interact with the world around it.
The pursuit of faster processing, enhanced perception and smarter decision-making continues to drive innovation across the entire AI ecosystem. As advancements in one area accelerate, they often inspire new possibilities in another.
From intelligent assistants and advanced imaging capabilities to increasingly personalised user experiences, the impact of AI innovation is already being felt across everyday technology.
Building an AI-Powered Future
Looking ahead, the future of technology will not be defined by a single breakthrough device. Instead, it will be shaped by connected ecosystems of intelligent technologies working together seamlessly.
As AI becomes more capable, users can expect more natural interactions, greater personalisation and experiences that adapt more effectively to individual needs. The focus will move beyond standalone features towards intelligent ecosystems that support people throughout their daily lives.
The recent achievements in robotics offer a glimpse into that future. While record-breaking performances may capture attention, they also demonstrate the pace at which intelligent systems are evolving and how rapidly the boundaries of what technology can achieve continue to expand.
Beyond the Finish Line
Ultimately, the significance of innovation is not measured solely by how fast a robot can run. It is measured by how those advancements help create smarter, more intuitive experiences that improve the way people interact with technology every day.
As AI continues to evolve, robotics will serve as an important testbed for what comes next. The finish line, it turns out, may be just the beginning.
Tech News
Paramount and SecurityBridge partner to close the SAP security blind spot for GCC enterprises
Paramount Assure, a UAE-headquartered cybersecurity company, today announced a partnership with SecurityBridge, a specialist in SAP cybersecurity, to help organisations across the GCC strengthen protection of their SAP environments and bring SAP security intelligence into their wider cyber defence operations. The partnership was signed at GISEC 2026 in Hall 3 at SecurityBridge’s stand by Neeti Rodrigues, Chief of International Sales at Paramount Assure, and Christoph Nagy, Co-founder of SecurityBridge.
The collaboration comes as enterprises face growing pressure to protect the systems behind their most critical operations. IBM’s 2026 Report found that the average cost of a data breach for organisations in the Middle East reached $8 million, with excessive privileges, poor role management and difficulty prioritising threats among the leading factors increasing breach costs. For many organisations, SAP remains one of the most business-critical systems in their technology environment, but it is not always visible enough within day-to-day cybersecurity operations.
Many enterprises already have security teams, monitoring platforms and access controls in place, but these tools do not always show whether critical SAP patches are missing, custom code introduces risk, configurations are secure, or suspicious activity is part of a wider attack. This creates a gap between SAP teams and cybersecurity teams at a time when attackers are moving faster, and business systems are more connected.
Through the partnership, SecurityBridge will provide real-time visibility and contextual SAP security intelligence, while Paramount will bring its cybersecurity expertise, SOC capabilities, regional implementation experience and local customer support. Together, the companies will help customers identify SAP vulnerabilities, monitor risk, investigate suspicious activity and connect SAP security insights with their wider cybersecurity programme.
Premchand Kurup, CEO of Paramount Assure, said: “The Gulf cybersecurity industry has grown over 27 years into a US$20 billion market built around enterprise systems such as SAP, Oracle and Microsoft ERPs. Yet ERP telemetry still does not reach the SOC with the same consistency as other security data. This leaves teams vulnerable to risks inside systems that carry financial transactions, supply chains and government services. With UAE IA Standard v2.1 and Saudi NCA ECC placing greater focus on monitoring, patching and access governance, the next frontier is clear: real-time ERP telemetry in the SOC. Our partnership with SecurityBridge brings that visibility to SAP environments, giving CISOs across the GCC stronger control over the systems they are responsible for protecting.”
For customers, the combined offering makes SAP security more operational and easier to act on. Security teams can identify missing patches, risky custom code, weak configurations, unusual user behaviour, and misuse of privileged access within SAP environments. These insights can then support faster investigation, better coordination between SAP and cybersecurity teams, and more informed decisions on how to contain risk before it affects wider business operations.
Christoph Nagy, Co-founder, SecurityBridge, said: “The Middle East is a strategic growth market for SecurityBridge, as organisations increasingly recognise that SAP can no longer remain a blind spot in their cybersecurity operations. SecurityBridge closes this gap by bringing real-time, contextualised SAP security intelligence into the enterprise SOC. Expanding our regional footprint requires strong local expertise, trusted customer relationships and deep cybersecurity knowledge. Paramount brings exactly that. Together, we can help organisations across the GCC make SAP an integral part of their security operations and continuously protect their most critical business systems.”
Organisations across the GCC can engage Paramount to assess their SAP security posture, understand visibility gaps and explore how SecurityBridge can integrate into their existing cybersecurity operations. The companies will support customers through consultation, implementation and ongoing security operations support, helping them build stronger protection around SAP without treating it as a separate or isolated security function.
Paramount and SecurityBridge will continue working together to expand customer access across the region and support new SAP cybersecurity use cases as enterprises modernise their technology environments. The collaboration reinforces Paramount’s focus on helping regional organisations protect the systems that carry their most critical business processes, data and decisions.
Tech News
NETSCOUT DATA PLATFORM TRANSFORMS AI-DRIVEN NETWORK OPERATIONS AND CONTROLS COSTS

NETSCOUT® SYSTEMS, INC. (NASDAQ: NTCT), a leading provider of observability, AIOps, cybersecurity, and DDoS attack protection solutions, expands its data platform to provide the trusted operational context required to build the foundation for enterprise AI. The NETSCOUT data platform observes digital interactions, converts packets into high-fidelity, compact, contextualized evidence in real time, and curates that evidence at scale for observability, service assurance, cybersecurity, and AI.
This addresses a growing barrier to enterprise AI adoption: increasingly capable models still cannot deliver reliable operational decisions when the data supplied to them is incomplete, noisy, fragmented, or stripped of context. Traditional metrics, events, logs, and traces (MELT data) remain important, but often require AI systems to reconstruct what happened after telemetry has been sampled, aggregated, or separated across tools. That increases inference, compute requirements, token consumption, and the risk of an inaccurate recommendation.
Gartner predicts that by 2027, organizations that prioritize semantics in AI-ready data will increase their agentic AI accuracy by up to 80% and reduce costs by up to 60%. Agentic AI outcomes depend on context, including semantic representations of data. The need for trusted context becomes even more consequential as AI agents progress from advising operators to taking autonomous action.
“Unlocking the benefits of AI across the enterprise will not be achieved by adding another model. It will succeed through context engineering: giving AI the right operational context before reasoning begins,” said Sanjay Munshi, chief operating officer, NETSCOUT. “NETSCOUT turns observed digital interactions into grounded-truth evidence. Through our own internal testing we experienced more than a 25% reduction in AI token consumption compared with MELT only data, and more than a 75% reduction in MTTK. Compact, context-rich operational intelligence helps our customers improve decision confidence, lower the cost of AI-driven analysis, and establish the control required to move from AIOps recommendations toward safe, autonomous operations.”
Architecture Designed for the AI Era
IDC expects 80% of agentic AI use cases will require real time, contextual, and widely accessible data and states that the goal is to create a trusted, real time data environment where AI can reason, decide, and act with the right context and guardrails. NETSCOUT produces Smart Data via a unique architectural approach, bringing together two complementary capabilities that improve context engineering:
- Early semantic extraction: NETSCOUT derives operational meaning from packets at the point of observation, preserving evidence that can disappear in conventional datasets.
- Context optimization at source: NETSCOUT delivers higher-density, relevant context so AI systems can spend less of their context window and compute budget.
Together, these capabilities deliver an AI-ready operational evidence layer that complements existing observability investments and can support human operators, analytics platforms, large language models, copilots, and AI agents. Smart Data is embedded across NETSCOUT solutions and can be integrated into enterprise data and AI workflows, enabling customers to use the operational intelligence within their chosen technology ecosystems.
Value Across the AI Maturity Curve
By meeting organizations wherever they are in their operational and AI transformation, NETSCOUT’s data platform helps customers:
- Operate more productively: Equip NetOps, SecOps, DevOps, SRE, and service teams with natural-language access to detailed operational evidence, accelerating investigation and helping resolve issues faster.
- Optimize token cost: Reduce the volume of low-value data AI must process by increasing signal density, helping organizations manage telemetry, storage, token, and compute costs without sacrificing the context required to understand service behavior.
- Automate with greater confidence: Provide AI systems with independently observed, explainable evidence to support recommendations, governance, auditability, and the controlled progression from assisted operations to agentic action.
This common foundation provides AI systems with evidence-based operational context suitable for governed automation and agentic workflows, and supports observability, cybersecurity, service assurance, cloud and data center transformation, and business-service resilience. It can help teams and agents expose hidden dependencies, distinguish infrastructure failures from application issues, identify protocol and security exposures, and understand the operational impact of an event across hybrid, multi-cloud, containerized, virtual, and physical environments.
Strategic Relevance for a Rapidly Evolving Market
As access to AI models broadens and model capabilities converge, the quality, completeness, and token efficiency of the context supplied to those models becomes a more lasting source of differentiation. NETSCOUT extends the value of its core deep packet inspection-at-scale technology into a new growth arena: providing the trusted operational intelligence layer for enterprise AI and automation.
For customers, this means a path to adopt AI without abandoning existing workflows or compromising visibility. For technology partners, it creates a source of curated, network-derived intelligence that can strengthen analytics and automation. For others, it demonstrates how NETSCOUT can apply its differentiated data foundation across observability, cybersecurity, AIOps, and AgenticOps.
Resources and Attributions:
- Learn more about NETSCOUT’s data platform at https://www.netscout.com/platform
- What Is AI-Ready Data? And How to Get Yours There, Rita Sallam. https://www.gartner.com/en/articles/ai-ready-data
- Gartner Press Release, “Gartner Says Lack of Semantics Causes Inaccurate AI Agents and Wasted Spending,” May 11, 2026. https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-says-lack-of-semantics-causes-inaccurate-artificial-intelligence-agents-and-wasted-spending
- AI can’t run on stale data: Why enterprises are rethinking their architecture, March 24, 2026, Devin Pratt. https://www.idc.com/resource-center/blog/ai-cant-run-on-stale-data-why-enterprises-are-rethinking-their-architecture/
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