ASBIS Middle East is excited to announce a strategic partnership with Fanvil. The partnership was formalized during a signing ceremony, marking a significant milestone for both companies.

The signing ceremony was attended by key executives from ASBIS Middle East and Fanvil. Hesham Tantawi, the Vice President of ASBIS Middle East, and Louis Chen, the Vice President of Fanvil expressed that partnering is a significant step forward for both companies.

The collaboration between ASBIS Middle East and Fanvil highlights a strategic partnership that expands the availability of Fanvil’s extensive range of communication products. These include enterprise IP phones, hotel phones, intercoms, broadcast & intercom system, healthcare devices, and cloud-based solutions, etc. Among Fanvil’s diverse offerings, the V Pro Series stands out as a high-end yet budget-friendly option, integrating advanced features such as Bluetooth wireless handset functionality. This makes it an excellent choice for businesses seeking both affordability and high performance in their communication solutions.

The partnership not only aims to increase market presence in Middle East area but also to drive innovation, especially in sectors such as hospitality, healthcare, and enterprise communication. As the demand for advanced, cost-effective communication solutions grows, ASBIS Middle East and Fanvil are committed to delivering customized products that meet the evolving needs of their customers.

Looking to the future, ASBIS Middle East and Fanvil are committed to exploring joint initiatives that will facilitate development and strengthen competitive positions.

By Andrew Vitiuk Chief Commercial Officer Synergy University Dubai

In today’s globalized world higher education institutions are facing increasing challenges in student recruitment, marketing and global outreach. The rapid evolution of technology, changes in demographics and an increasingly competitive global education market necessitate the development of sustainable models that can adapt to the shifting landscape. These models must not only ensure growth and diversity in student populations but also equip students with the skills, knowledge and global perspectives necessary for success in an interconnected world. Key to this transformation are strategies centered around cross-cultural engagement, fostering entrepreneurial mindsets and preparing students for the challenges of a globalised workforce.

The Changing Landscape of Global Education

Higher education today is more than just a pursuit of academic knowledge; it is a global journey that prepares students to thrive in an interconnected diverse world. As the demand for international education rises students have access to a broader range of institutions and are no longer limited by geographic location when considering where to study. This dynamic has increased competition among universities to attract top talent from around the world, especially as prospective students seek institutions that offer high-quality education, diverse cultural exposure and strong future employment prospects.

To remain competitive universities must develop sustainable recruitment models that foster long-term relationships with students. These models must adapt to the changing needs and preferences of prospective students from different cultural backgrounds, regions and demographic groups. Effective recruitment and marketing strategies must be personalized and data-driven, focusing on building an engaging, interactive experience for students that goes beyond traditional marketing techniques like brochures or campus tours.

Equipping Students for a Global Future

As the global workforce becomes more diverse and interconnected, the need for graduates who can navigate cross-cultural environments and think critically about global challenges is more important than ever. Universities must focus on preparing students for a future in which cultural awareness, adaptability and problem-solving will be key to success. This includes fostering a curriculum that encourages critical thinking, innovation and a deep understanding of global issues such as climate change, international trade and geopolitical dynamics.

One of the best ways to prepare students for the global workforce is through cross-cultural engagement. Providing opportunities for international exchanges, internships  and collaborative projects with students from diverse cultural backgrounds can enrich the academic experience and broaden students’ perspectives. These cross-cultural engagements allow students to experience first-hand the challenges and rewards of working in global settings, whether in business, politics or social development.

The value of such experiences cannot be overstated. Universities that offer students the opportunity to collaborate on international projects or undertake internships with multinational companies ensure they are prepared to navigate the complexities of the global market. Moreover, these experiences promote empathy, communication skills and a global mindset qualities that are increasingly sought by employers across industries.

Developing Entrepreneurial Mindsets

The UAE is rapidly establishing itself as a leading hub for entrepreneurship and innovation. The country has been recognized as the best global destination for starting and operating businesses achieving a record-high score of 7.7 in the 2023-2024 GEM report. This impressive ranking is reflective of the country’s robust business ecosystem, which includes initiatives like tax-free zones, government-backed accelerators and a favorable regulatory environment for entrepreneurs. As a result, the country has positioned itself as a top destination for entrepreneurs seeking to start and grow businesses in a thriving, supportive environment.

However, the entrepreneurial surge is not confined to the UAE alone. The broader MENA region is also seeing significant growth. Studies show that nearly 46% of employees in MENA are ready to start their own businesses and around 45% of current entrepreneurs in the region have launched their ventures within the past five years. This rise can largely be attributed to the region’s youthful and tech-savvy population, with over 60% of MENA’s population under the age of 30. This demographic is driving innovation in sectors such as Edtech, e-commerce and artificial intelligence (AI), as young entrepreneurs embrace digital tools and technologies to build scalable startups.

As this trend flourishes across the MENA region, universities must play a crucial role in fostering the next generation of innovators. Institutions can help cultivate entrepreneurial mindsets by offering specialized programs in entrepreneurship, providing access to incubators and accelerators and promoting real-world experience through startup competitions or mentorship programs. By equipping students with the knowledge and skills needed to succeed in entrepreneurship, universities can ensure that they are preparing graduates who are ready to contribute to the evolving global economy.

Synergy University Dubai stands out as an example of a higher education institution dedicated to fostering entrepreneurial thinking. They offer a range of programs designed to support students with the knowledge and tools they need to succeed in the rapidly changing business landscape further contributing to the region’s dynamic entrepreneurial ecosystem.

Sustainable Recruitment Models

In the context of global education, sustainable recruitment strategies are crucial to the growth and diversification of student populations. Universities need to move beyond traditional recruitment methods like direct mail, in-person recruitment events and generic online advertisements. The key to sustainability lies in creating a personalised data-driven recruitment approach that focuses on student engagement over the long term.

One effective way to achieve this is through digital marketing and online engagement platforms. Social media, webinars, virtual campus tours and targeted online ads offer universities the ability to reach a global audience in a cost-effective interactive manner. These digital tools allow prospective students to connect with the university and gain an understanding of the campus culture, academic programs and career services long before they make a decision to apply.

Additionally, they should consider forming partnerships with local educational agents, organisations and government to create a more reliable and efficient recruitment pipeline. Collaborating with partners in target regions can help better understand the unique preferences and needs of students in specific markets. It also allows universities to adjust their marketing messages and strategies to better resonate with potential applicants in different cultural contexts.

An equally important element of a sustainable recruitment model is fostering long-term relationships with students once they are enrolled. Prioritising continuous engagement through personalised advising, mentorship and career development services. Offering a range of support services academic, personal and professional ensures that students feel connected to the university, enhancing their retention and success.

Effective Marketing Strategies

To build a sustainable global outreach strategy, institutions must implement effective marketing campaigns that speak to diverse international audiences. These marketing strategies should go beyond simple advertising and focus on storytelling highlighting the experiences and achievements of students, faculty and alumni. By showcasing these stories they can humanize their brand and create an emotional connection with prospective students.

Marketing strategies must also be adaptable to different cultural contexts. Institutions should tailor their messaging to meet the specific needs and expectations of students in different regions. For instance, while a marketing campaign targeting students in Europe might emphasize academic freedom and independent thinking, a campaign in Asia may focus more on family values, scholarships and academic excellence. By customizing these efforts institutions can increase their appeal across different markets.

Data analytics also plays a critical role in effective global marketing. Institutions that collect and analyze data on student engagement and behavior can refine their marketing efforts to better meet the needs of their target audiences.This data-driven approach enables them to make informed decisions about where to allocate resources and how to adjust their messaging to achieve the best outcomes.

Global Outreach and Partnerships

To truly expand their global reach, universities must invest in international partnerships. These partnerships can take many forms from student exchange programs to collaborative research initiatives and dual-degree offerings. Establishing these relationships with institutions around the world not only helps increase recruitment but also strengthens the academic reputation of the university by promoting cross-border academic collaborations.

Moreover they should consider building connections with international organizations, governments and businesses to create opportunities for global research collaboration and innovation. Strategic global outreach can contribute to solving pressing challenges such as climate change, healthcare access and digital transformation while also expanding their global footprint.

Building sustainable models for student recruitment, marketing and global outreach is essential for universities that aim to thrive in an increasingly competitive and interconnected world. By embracing cross-cultural engagement, promoting entrepreneurial mindsets and leveraging data-driven recruitment strategies institutions can attract a diverse and talented student body from around the world. As the UAE leads the charge in fostering entrepreneurial growth and innovation, universities such as Synergy University Dubai are playing a critical role in preparing students to succeed in the fast-evolving global economy. With a focus on developing future leaders who are adaptable, innovative and globally aware higher education institutions can build the sustainable frameworks needed for long-term success.

By Karim Yaici, Lead Industry Analyst, Middle East and Africa, Ookla

As the telecommunication landscape evolves, driven by adoption of accelerated 5G adoption, the Gulf Cooperation Council (GCC) countries and North Africa are paving the way for a new era of connectivity.

GCC countries pioneered 5G deployment with the support of governments and telecom operators’ investments.  These developments helped to provide consumers and businesses with lower latency connectivity, increased bandwidth, and improved reliability.

In 2024, various trials were conducted for 5G Advanced, a steppingstone towards 6G. GCC countries are ready to commercialize 5G-Advanced next year, with more proof-of-concept projects planned to demonstrate its benefits to consumers and businesses.

5G is also gaining momentum in North Africa. Egypt’s operators were awarded 5G licenses in October 2024 and started rolling out 5G in major cities after years of trials. In Tunisia, commercial 5G services are planned for an early 2025 launch. However, Algeria and Morocco have not officially announced their 5G deployment plans.

The UAE’s Telecommunications and Digital Government Regulatory Authority (TDRA) announced its 6G roadmap in 2024, becoming among the first countries to do so. The roadmap includes standardization, research, and development initiatives, which will inspire other countries to follow this path in the coming years.

Continued Appeal of Fixed-Wireless Access (FWA)

FWA has been a popular connectivity solution across the region, especially for users in areas with limited or no accessibility to wired technologies, such as DSL and fiber. The seamless setup option and flexible contracts have made it a preferred option. With the arrival of 5G, FWA has further carved out its position in the market, enabling challenger operators to compete against traditional broadband providers and address coverage gaps.

However, there is still some debate on the long-term viability of 5G FWA. As operators invest heavily in fiber, which is a more future-proof solution, some consider FWA as a short-to-medium-term option. In North Africa, network upgrades are anticipated to facilitate operators’ transition from 4G FWA, while deployments of 5G Advanced in the Gulf region offer the operators an opportunity to deliver faster, lower-latency connectivity options ideal for real-time applications such as online gaming.

Tapping Into Fiber for Super-Fast Internet

GCC countries stand as the regional pioneer in fiber coverage and adoption, driven by government support and accelerated rollouts by local internet service providers. Amid this, the UAE and Qatar boast the highest fiber coverage, delivering one of the world’s fastest fixed broadband speeds. This widespread availability of fiber has enabled operators to continually boost the speed of entry-level plans while making gigabit packages more affordable. We expect competition for higher speeds to intensify in 2025, with a growing focus on improving indoor coverage through upgraded Wi-Fi access points and fiber-to-the-room technology.

Fiber is also making waves in North Africa, with countries including Algeria, Egypt, and Morocco boosting their investments to expand fiber reach and migrate customers. Despite these efforts, fixed internet speeds are still low (compared to Gulf countries) due to the continued prevalence of DSL and FWA. We anticipate more efforts in 2025 to incentivize customers to adopt fiber and move existing users to faster packages on older technologies to boost their median download speed.

Operator-Satellite Communications Partnerships

Telecom operators and governments across the MENA region are increasingly exploring the potential of satellite communications to complement their traditional satellite communication services with more capabilities and flexibility offered by new players, such as Starlink and SpaceMobile, which use terrestrial spectrum. In 2024, several partnerships emerged between telecom operators and satellite companies, a trend that is anticipated to continue in 2025, with more countries licensing the new satellite players.

Commitment to Sustainability Goals

Sustainability has become a key focus for telecom operators in MENA. In 2023, the region’s seven leading operators signed an agreement to tackle environmental challenges together. These efforts are expected to grow in 2025, with more operators investing in renewable energy and green technologies and adopting sustainable practices. It reflects a broader commitment to advancing their sustainability agenda while meeting the evolving demand.

With developments in fiber, 5G, and satellite technologies, the MENA region is not only ensuring fast connectivity but also paving the way for a transformative future. These efforts ensure the region’s pioneering role in shaping the global telecommunication landscape.