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.

An Exclusive Interview with Hesham Tantawi, Vice President at ASBIS Middle East

Can you tell us about the Robocafé concept and how partnerships are shaping its rollout?
Robocafé is a fully integrated ecosystem we have developed to align with today’s fast-paced lifestyle, delivering premium-quality coffee and soft beverages through advanced robotic service. Most of the units are manufactured in Poland and then brought to the region, where they are designed to provide customers with a seamless and innovative experience on the go.

We are actively building partnerships across the UAE and Saudi Arabia to introduce Robocafés in malls, educational institutes, convention & exhibition centers and other public spaces. Our vision is to make Robocafé a familiar presence in every major destination across the region. This is not just a theoretical concept, in Limassol, a relatively small city, seven Robocafés are already in operation.

Partnerships are at the very core of our strategy. We are not merely seeking customers but rather long-term collaborations built on trust, transparency, and mutual value. Every partnership involves sitting together, defining roles and responsibilities, and ensuring that both sides achieve shared success.

Could you elaborate on both the upcoming partnerships for Robocafé in the region and how similar concepts have already performed in other markets?

We are in the process of finalizing several strategic agreements in both the UAE and Saudi Arabia, with Robocafés soon to be introduced in high-traffic locations. Our ambition is to make Robocafé a visible and integral part of daily life, seamlessly blending into people’s routines.

This confidence stems from our proven track record in other markets. For example, in Limassol, a relatively small city, seven Robocafés are already operational and thriving. Locally, we launched a successful collaboration with IKEA at Festival Mall last year, which we are continuing in the upcoming winter season. Beyond IKEA, we are actively engaging with other leading partners to further expand our footprint.

How do you approach partnerships in mature markets versus emerging markets like the GCC?
Our philosophy remains consistent: we believe in strong, mutually beneficial partnerships. Whether in a mature market or an emerging one, our focus is on creating long-term relationships rather than transactional exchanges. This means working closely with partners, defining clear responsibilities, and ensuring that each party gains substantial value. It is a philosophy that transforms business relationships into genuine growth engines.

You also mentioned upcoming travels to Nigeria. What’s the focus there?

ASBIS is proud to participate in GITEX Nigeria 2025, marking a significant milestone as this event makes its debut in the region. The insights gained from GITEX Nigeria 2025 highlight a clear shift in focus and strategic priorities for the African tech landscape. We are actively exploring emerging markets across Africa, starting with Nigeria, Ivory Coast, and Ghana. While we already have strong partnerships in place, our goal is to strengthen these relationships and forge new ones. These countries represent rapidly growing economies with vibrant consumer bases, offering immense untapped potential to introduce our innovative solutions and expand our presence.

ASBIS is proud to be at the forefront of this transformation, reaffirming its commitment to customers and partners across North Africa, West Africa, and Central Africa (WECA), while amplifying its footprint and influence in this rapidly evolving landscape.

Let’s turn to gaming. It has become one of the fastest-growing industries worldwide, especially in this region. How is ASBIS approaching this sector?

Gaming is one of the most dynamic and promising verticals for us. We are focusing on developing customized gaming assembly PCs and expanding our vendor portfolio with specialized manufacturers to cover the full spectrum of gaming needs. As a distributor of components such as CPUs, hard drives, cases, and accessories, ASBIS is uniquely positioned to provide nearly 90% of what a gaming store requires under one roof.

We are also witnessing exponential growth in advanced simulators, where setups can cost between $100,000 and $150,000, complete with rigs, chairs, simulation and wheels. The surge in GPU demand has enabled hyper-realistic graphics and immersive experiences that were unimaginable a few years ago.

Importantly, gaming is not limited to the luxury segment. Entry-level PCs can start at around $500, while professional gamers may invest thousands of dollars in their setups. This diversity allows the market to cater to enthusiasts across all budgets.

Of course, supply chain challenges remain, as high demand and long lead times can cause product shortages. To mitigate this, ASBIS invests heavily in inventory, ensuring timely availability and consistency across markets. This commitment has positioned us as one of the most reliable suppliers in the region’s gaming ecosystem.

How does retail fit into your strategy, and how do you support your partners in this space?
Retail plays a critical role, particularly in gaming, where customers often want hands-on product experiences before making a purchase. We have seen retailers evolve significantly, they no longer focus solely on space but are increasingly invested in actual sales performance.

Our responsibility goes beyond supplying products. We aim to help retailers move stock efficiently, because when sales rotate quickly, everyone benefits. To support this, ASBIS has developed a dedicated training department, the only distributor in the region to do so. We provide training not only to our own teams but also to merchandisers, promoters, and even our partners’ sales staff.

A single well-trained sales manager can outperform ten untrained individuals, and this principle has become a cornerstone of our retail approach. This investment in human capital is what sets us apart as a value-driven distributor.

Beyond gaming and retail, ASBIS also represents premium lifestyle brands. Could you share more about this side of the business?

We work with globally prestigious brands such as Bang & Olufsen, widely regarded as the Dior or Louis Vuitton of the audio industry. Their offerings are synonymous with exclusivity, luxury, and design excellence.

Interestingly, we see overlap between high-end lifestyle consumers and gamers. Someone who invests thousands of dollars in elite audio equipment may also be inclined to purchase a high-performance racing simulator. This creates a unique niche where lifestyle luxury and gaming innovation converge, a space ASBIS is actively cultivating.

Finally, how do you see the channel market evolving in the GCC?

The channel market has matured considerably in recent years. Following a period of consolidation, the region has now entered what I like to call the “Years of Alignment.” Companies are increasingly aligning their strategies to grow together, creating a much more stable ecosystem.

Stability always breeds growth. With this structural clarity, we anticipate the GCC market will continue to expand steadily. For ASBIS, this means being at the forefront of an ecosystem that is not only growing but also becoming more resilient and future-ready.

Exclusive Interview with Roger Tabbal, CEO of swissnet MENA & International

Roger Tabbal’s career is a testament to over 25 years of pioneering technology that elevates the guest experience. As CEO of swissnet MENA & International, and former Global VP of Guest Technology Innovation at Accor Hotels, he blends deep operational insight with a passion for creating intelligent, seamless solutions. In this exclusive interview, Roger shares how seamless infrastructure, AI-powered personalization, and Swiss precision are quietly reshaping the hospitality landscape and beyond. His vision proves that the most powerful innovations are the ones guests never have to think about but always remember.

Can you tell us a little bit about your background and professional journey?

My entire career has been rooted in the hospitality industry, spanning over 25 years. I began in 1998 at the front desk and gradually progressed through various operational roles, including Front Office and Food & Beverage. This firsthand experience gave me a comprehensive understanding of hotel operations from the ground up. Eventually, I transitioned into technology, aligning with my academic background and passion. For over two decades, I’ve worked in hospitality technology across both local and international hotel chains. Most recently, I served as the Global Vice President of Guest Technology & Innovation at Accor Hotels.

What inspired your transition from Global VP of Guest Technology & Innovation at Accor to your current role as CEO of swissnet MENA & International, and what are you aiming to contribute to the regional hospitality landscape?

My experience with hospitality has always driven me to step out of my comfort zone. During my time at Accor, I collaborated closely with vendors, which gave me a deep understanding of technology from the operator’s perspective. At Accor, I was in a core role supporting the business. At swissnet MENA, we are the business. We go to the hotels, deploy the technology, and provide the solutions that the hospitality sector is actively seeking.

I am always looking for new ways to reinvent technology and introduce fresh ideas to the industry. This mindset pushed me to take on this role and embrace the challenge it brings.

Having spent decades on the hotel business side, particularly in shaping guest experience, how is that influencing your approach today at swissnet MENA?

The most important message I hear from hotel management is that they are not looking for flashy, complex solutions. They want simplicity, reliability, and impact. They want technology that works, solutions that directly address the challenges hotels and resorts face, which are scalable, easy to deploy, and that serve both staff and guests effectively.

My role at Accor confirmed this. I was leading guest technology, developing and formulating strategies for properties across all segments, from economy to luxury and ultra-luxury. This gave me first-hand insight into both the technology itself and what hotels genuinely need.

In a market where technology providers are widely available, what distinguishes swissnet MENA, particularly in the hospitality sector?

Primarily, as part of swissnet Group, we have the advantage of having the maturity of an established player and the agility of a startup. This enables us to operate with confidence in a way that aligns with the dynamic needs of the hospitality industry. This flexibility allows us to move quickly and tailor our approach to what hospitality expects from a technology partner.

Another key differentiator is our commitment to providing localized solutions that address the specific needs of the regions and markets we serve. We also offer a modular, end-to-end approach. Our services range from infrastructure and structured network solutions, Wi-Fi, IPTV, and guest room management systems. We function as a one-stop shop, offering scalable and cost-effective solutions.

We place great emphasis on delivering a clear return on investment for partner hotels, providing technology that is not only simple and effective but also directly solves the problems hotels face. Our goal is to deliver solutions that are easy for staff to manage and intuitive for guests to use.

How would you summarize your mission as CEO of swissnet MENA & International? What drives the company under your leadership?

As we operate within the ICT space, my primary mission is to establish swissnet MENA as a leading player in the ICT and IT infrastructure business for hospitality. One of our main goals is to become a trusted partner for hotel groups and property owners, reliable in delivering solutions that address their operational needs and elevate guest experiences.

Another key objective is to strengthen our network of partners who provide innovative technologies to the hospitality sector. We bridge technology providers and hotel operators, delivering solutions that are simple, dependable, and operationally effective.

I envision taking our Swiss values of quality and precision beyond the MENA region, evolving into a global ICT provider. As part of a Swiss group, we extend that excellence to international markets.

What are the key technology innovations you are introducing that are making a real impact on hotels and branded residences?

We provide fully integrated, end-to-end solutions that begin at the earliest stages of hotel development. The sooner we collaborate with you on a project, the greater the impact. This includes the entire ICT infrastructure: structured cabling, network setup, and Wi-Fi solutions. We offer branded network systems that are already approved by major international hotel chains, ensuring compatibility and trust.

Beyond the foundational infrastructure, we deliver High-Speed Internet Access (HSIA) and layer additional services such as Location-Based Marketing (LBM). These innovations are designed to enhance guest experiences and help hotels generate measurable business outcomes.

For example, we create a seamless digital journey so that a guest can log in once and be automatically recognized on future visits. LBM adds another layer of engagement, allowing hotels to communicate targeted promotions based on guest location. When a guest is near the spa, they can receive a personalized message about current massage offers. Similarly, relevant dining promotions can be delivered when they are in proximity to a restaurant, enhancing convenience while creating meaningful touchpoints throughout the stay.

Our goal is to go beyond simply providing IT infrastructure. We aim to become a business enabler, delivering solutions that enhance guest satisfaction and generate tangible ROI for hotel operators.

With Wi-Fi now considered a non-negotiable expectation in hospitality, how do you ensure your managed networks consistently deliver high-speed, reliable connectivity?

Fundamentally, we keep our focus on the main prize: delivering a system that works reliably and efficiently. It all begins with a thorough site survey and the creation of a heat map to ensure complete coverage of the hotel. This initial step is critical for deploying branded access points and network systems that meet both international standards and regional brand requirements. Our goal is to ensure comprehensive, seamless connectivity across the entire property.

We focus on delivering a solution that offers a flawless experience for guests while ensuring backend simplicity and ease of management for hotel staff.

Today’s guests want to bring their own content into the hotel room, they want to cast from their phones, connect their devices, and experience the same ease of use they have at home. We deliver a full IPTV ecosystem, complete with casting, in-TV apps, and seamless device integration.

We address in-room control through our Guest Room Management System (GRMS), often referred to as a smart thermostat. This includes everything from lighting and air conditioning to overall room climate control. Importantly, GRMS is integrated with major Property Management Systems (PMS), allowing hotels to manage energy usage efficiently and deliver on sustainability goals without compromising guest comfort. We also offer digital signage solutions, backup systems, AI integrations, and tools such as our Guest Companion platform. All these services are designed to provide a comprehensive, one-stop technology solution, eliminating the need for hotels to collaborate with multiple vendors and ensuring a cohesive, guest-centric technology experience.

In-room entertainment today offers a seamless, all-in-one experience. How do you approach this integration while keeping it user-friendly for guests?

It is always important to remember that guests come to relax and enjoy their stay, not to learn how to operate complicated systems. That’s why our focus is on delivering an integrated experience where all technologies, IPTV, Wi-Fi, Guest Room Management Systems (GRMS), and the Property Management Systems (PMS) are interconnected and communicate seamlessly.

Our aim is to make technology intuitive and, ideally, invisible. Everything works in harmony, without requiring effort or learning from the guest. It should feel effortless, and that’s what we strive to deliver.

Given that hotels operate 24/7, how do you ensure your technology solutions are always supported with around-the-clock service?

Coming from the hospitality industry myself, I fully understand that hospitality never sleeps. Our role at swissnet MENA is not just to implement technology, but to ensure it is constantly maintained and supported. We aim to be a trusted partner that hotel IT departments can rely on for peace of mind.

To achieve this, we’re building a dedicated Shared Service Center that enables 24/7 proactive monitoring and support. Our engineers are available around the clock, and the focus is on detecting issues before they happen, not after. We provide shared services, maintenance contracts, and continuous monitoring of all solutions deployed across the network.

Additionally, we’re incorporating Artificial Intelligence into our systems to enhance this process. AI tools help us monitor network performance, detect anomalies, and identify potential security issues in real time. This allows us to alert the appropriate hotel teams quickly and take preemptive action. It’s always about ensuring reliability and seamless operations.

Artificial Intelligence is becoming central across industries, from education to hospitality. How is swissnet MENA leveraging AI and machine learning to enhance guest experience and streamline operations behind the scenes?

At swissnet MENA, we are placing AI at the core of our strategy to both enhance the guest experience and deliver operational excellence for hotels. One of our primary use cases is Location-Based Marketing (LBM), which we integrate with cloud-managed Wi-Fi to personalize the guest journey. By analyzing guest preferences, location, and behavioral data sourced from systems like PMS and loyalty platforms, we use AI-driven tools to send targeted notifications.

The second key area is on the network and operations side. We employ AI to enable proactive monitoring, detecting potential issues before they impact the guest. This includes network anomalies, security threats, or performance slowdowns. AI also supports our internal teams by automating routine tasks and reducing operational workload, allowing hotel staff to focus more on high-value guest interactions.

We’re testing new AI-driven use cases such as voice and chatbot integration, which can enhance guest communication by providing instant access to personalized information, promotions, and services, all seamlessly integrated with the PMS, loyalty systems, and the backend infrastructure. Our goal is to deliver intelligent, personalized technology that enhances both guest satisfaction and hotel efficiency, shaping the future of hospitality through AI.

What is your five-year vision for swissnet MENA, and how do you see the company shaping the future of the hospitality industry?

What excites me most about the coming years is the growing intersection between hospitality and technology. Technology has rapidly become an integral part of the guest experience. The guest expects technology to enhance their stay without having to learn or interact with it. It should just work, seamlessly and invisibly.

From AI-driven solutions to predictive maintenance, voice automation, and beyond, the future lies in enabling technology that delivers comfort, simplicity, and personalization without being intrusive. At swissnet MENA, we’re uniquely positioned to lead this transformation because we understand both sides of the equation, hospitality, and technology. We offer a complete technology stack. By bringing all these elements together, we create a unified and seamless experience for the guest.

Over the next five years, our goal is to help properties transition from being merely connected to becoming truly intelligent. That transformation, from connected to intelligent hospitality, is where we see our greatest impact.