Tech Interviews

Published

9 months ago

December 9, 2024

Vertiv Outlines Data Center Evolution and AI Infrastructure Strategy

Exclusive Interview with Peter Lambrecht, Vice President Sales, EMEA, Vertiv

What specific challenges do clients face in powering and cooling AI infrastructure, and how did you address these at GITEX this year?

At GITEX this year, the focus on artificial intelligence (AI) was unmistakable. Every booth showcased AI-driven solutions running on GPU-powered servers from leading companies like NVIDIA. However, for AI applications to function effectively, the right infrastructure is essential to power and cool these GPUs, ensuring smooth and efficient performance. For us, this highlights our expertise in AI infrastructure, designed to support these platforms optimally.

One of our key focus areas is liquid cooling, as traditional air cooling in data centers is no longer sufficient. With rack densities now reaching 50, 60, and even up to 132 kilowatts per rack, air cooling alone cannot handle the thermal load. Liquid cooling has become critical, efficiently drawing heat away and directing it elsewhere. This core technology, developed with our partner NVIDIA, supports the deployment of GPUs worldwide, and together we provide, market, and deliver these advanced solutions to our clients.

Cooling, however, is only one part of the equation. The shift to AI also requires a comprehensive approach to power management, as AI workloads significantly alter electricity load patterns. Our solutions are designed to meet these power demands, and we have showcased these capabilities at our booth. We’ve been actively engaging with partners and clients to address these challenges as they implement their AI solutions, ensuring that both cooling and power needs are effectively met.

Can you elaborate on your partnership with NVIDIA and how it has evolved over the years?

Our partnership with NVIDIA has grown significantly over the years, and over the past year, it has reached an unprecedented level of collaboration. Both of our CEOs, Jensen Huang of NVIDIA and Giordano Albertazzi of Vertiv communicate regularly, aligning closely on joint development initiatives. Together, we create environments optimized for NVIDIA’s cutting-edge chips, ensuring they have the necessary infrastructure to operate at peak performance.

In a recent joint announcement, both CEOs unveiled new solutions that integrate NVIDIA GPUs with Vertiv’s advanced infrastructure, designed to maximize efficiency and reliability. This collaboration represents the core strength of our partnership, where we have refined reference designs that allow NVIDIA to deploy their GPUs seamlessly and effectively on a global scale.

What current trends do you see in the data center and critical infrastructure market? With many hyperscalers entering the market, what is your perspective on this development?

The data center market is dominated by Hyperscalers, whether through their direct deployments or co-location facilities—two primary models for quickly scaling data center capacity. These Hyperscalers are making substantial investments in infrastructure, fueling competition in this fast-evolving landscape.

The AI race is fully underway, with industry giants all striving toward the same goal. As their infrastructure partner, we are advancing with them, providing the essential support they need to drive this innovation. At the same time, the growth of the cloud sector remains foundational and continues to expand robustly. What we are seeing now is a dual growth trajectory: traditional cloud business growth compounded by the accelerated demand for AI infrastructure.

Trends in data centers reveal a marked increase in power consumption. A few years ago, a five-megawatt data center was considered significant; soon, however, a five-megawatt capacity will fit within a 10×10-meter room as rack density skyrockets, reducing the need for extensive white space but requiring expanded infrastructure areas. Data centers are scaling up to unprecedented sizes, with discussions now involving capacities of 300-400 megawatts, or even gigawatts. Visualizing a gigawatt-sized facility is challenging, yet that is the direction the industry is moving—toward ultra-dense, compacted facilities where every element is intensified, driving an enormous need for power.

As data centers continue to grow, how do you view the sustainability aspect associated with these large facilities?

Today, nearly everyone has a mobile phone in hand, yet data centers—the backbone of our digital lives—often face criticism despite being indispensable to modern society. Data centers are not disappearing; on the contrary, they are set to expand as the pace of digitalization accelerates globally. Power generation remains, and will continue to be, a critical challenge, particularly in regions where resources are limited.

Currently, we see significant advancements in AI infrastructure across Northern Europe. Countries like Sweden, Finland, and Norway benefit from ample hydropower and renewable energy sources, making them well-suited for sustainable AI development. Meanwhile, the Middle East is experiencing a technology boom, backed by its rich energy resources and favorable conditions for large-scale investment in data centers.

There’s also a rising trend toward on-site power generation, with organizations increasingly considering dedicated power stations and micro-grids that tap into renewable or alternative energy sources. In the U.S., for instance, discussions are underway about small, mobile nuclear reactors to support local power needs. Finding sustainable power solutions has become imperative. A sudden surge in electric vehicle usage, for instance, could stress current power supplies dramatically, underscoring the need for substantial changes in our energy landscape.

What support and services does Vertiv offer to its customers? What types of infrastructure investments is Vertiv making in various parts of the world?

At Vertiv, service is arguably the most critical aspect of what we do. Selling a product is only one phase of its lifecycle; the real value lies in our ability to maintain and support that product for the next 10 to 15 years. The availability of highly skilled labor and expertise is essential, as we know that issues will inevitably arise. This is why resilience is a cornerstone of data centers. A strong service infrastructure is vital for addressing challenges promptly when they occur. Just as a car will eventually break down, data center systems too will face difficulties over time. At Vertiv, we have developed an exceptional service framework to ensure that we are always prepared to support our clients.

My philosophy is simple: we don’t sell a product unless we can guarantee the service to support it. When you sell a solution, you’re essentially selling a potential future problem, so ensuring your service capabilities are in place is vital for sustainable growth. This commitment to service is one of our key differentiators in the market.

We are continuously enhancing our core production facilities and making ongoing investments in engineering, research, and development. We are also evaluating our global footprint to optimize production capabilities and meet the growing demand. We are not just focused on the immediate needs of today; we are preparing for the demands that will arise in the next six months, a year, or even two to three years. In this race for capacity, the winner will be the one best positioned with the most scalable and resilient capacity.

What is the future of cooling systems in relation to AI chips, and where do you see this race heading?

While we are not completely moving away from air cooling as it will always play a role in the equation, fully eliminating it would be prohibitively costly. The transition to liquid cooling is a critical step forward. We are already seeing advancements in the liquids used to cool servers, enabling them to absorb higher levels of heat. However, the primary challenge will be addressing the overall densification of data center systems, as more powerful and compact solutions require innovative approaches to heat management.

Our partnerships with industry leaders like NVIDIA and Intel are essential, as they provide us with invaluable, first-hand insights into the development of cutting-edge chips and GPUs. While cooling and power systems might seem straightforward, AI introduces a new layer of complexity that demands forward-thinking solutions. To meet these challenges, we are making significant investments in research and development to support the AI-driven data centers of today and tomorrow. Our commitment to continuous innovation ensures that we remain at the forefront of these critical advancements.

Tech Interviews

Riverbed Launches AI-Powered Intelligent Network Observability Solutions

Published

1 month ago

August 7, 2025

Integrator Web-Editor

By Riverbed Communications Team

Riverbed, a global leader in AIOps for observability, has launched its latest AI-driven network observability tools. These new solutions help IT teams proactively detect and resolve issues faster. As a result, organizations gain improved visibility, quicker remediation, and lower operational costs across hybrid environments.

Why Riverbed Network Observability Stands Out

Modern enterprise networks are becoming more complex. To meet this challenge, Riverbed’s latest tools provide real-time, AI-powered insights. The release includes the xx90 appliance series for AppResponse, NetProfiler, and Flow Gateway. These systems offer up to 3x more performance than previous models.

In addition, Riverbed now offers these tools through Flex Subscription. This flexible model supports deployments across physical, virtual, and cloud infrastructure. It also improves cost predictability and maximizes IT value.

Riverbed IQ Essentials: Remediation at Speed

As part of this launch, Riverbed is introducing the Intelligent Network Observability Essentials bundle — a curated set of tools designed to surface root causes faster and enable proactive remediation.

Included in the bundle:

–Riverbed IQ: A SaaS-based AI engine that pinpoints network issues without additional infrastructure.
–Role-Based Workspaces: Unified dashboards that deliver context-rich packet, flow, and endpoint visibility.
–Grafana Plug-In: Integration for users who want to visualize Riverbed metrics directly within existing Grafana dashboards.
–Topology Viewer: A dynamic visual map that correlates network topologies with application and user performance.

This bundle supports faster triage and deeper insight across distributed and hybrid networks, making it easier for IT teams to operate efficiently at scale.

Flexibility Meets Simplicity with Riverbed Flex

Today’s enterprises require technology investments that adapt to evolving business needs. Riverbed Flex delivers that flexibility with:

-License portability across hardware, virtual, and cloud deployments
-Predictable operating costs through OPEX-based pricing
-Future-ready architecture that eliminates the need to re-purchase software during transitions

By decoupling software from infrastructure, Flex allows businesses to realign observability investments with growth, resilience, and innovation goals — without compromising on value.

High-Performance Architecture, Built to Scale

To match the performance requirements of modern networks, Riverbed has engineered its new xx90 series appliances to support uncompromised throughput for both packet and flow-based observability. Whether deployed for AppResponse or NetProfiler, these appliances deliver high-volume capture and analysis — with sustained packet capture at over 50 Gbps and modular storage scaling beyond 2.4 PB.

New updates also include:

-Real-time triage of encrypted IPSec ESP traffic
-Support for cipher hygiene and globally distributed environments
-3x faster reporting and 2x greater flow throughput
-Dynamic flow load balancing and full support for SD-WAN environments

Together, these capabilities give organizations full-fidelity data visibility — essential for delivering seamless digital experiences.

Delivering Value and Efficiency at Every Layer

Dave Donatelli, CEO of Riverbed, highlighted the strategic vision behind this major release:

“With our next-gen xx90 systems and software advancements, we’re giving customers dramatically higher performance and unmatched efficiency. Riverbed IQ is powering smarter observability with AI insights, while Flex simplifies deployment and protects long-term investments.”

This sentiment reflects Riverbed’s ongoing commitment to reducing tool sprawl, simplifying network management, and empowering IT teams with AI-enhanced capabilities that drive efficiency at scale.

A Foundation for the Future of Observability

As digital demands continue to rise, Riverbed’s intelligent network observability solutions are positioned to help organizations adapt, scale, and thrive. By integrating hardware innovation with AIOps automation, and offering a modern licensing model, Riverbed delivers a platform that meets enterprise needs today — and evolves with them tomorrow.

Whether it’s accelerating incident response, maintaining user experience, or optimizing hybrid cloud performance, Riverbed’s latest release proves that observability isn’t just about monitoring — it’s about enabling smarter business decisions.

Make sure to check out the recent edition Digital Magazine Technology – The Integrator

Tech Interviews

Local by Design: The Untold Advantage Behind the Middle East’s Most Trusted Platforms

Published

1 month ago

August 5, 2025

Integrator Web-Editor

Arab tech executive presenting ride-hailing data in a Dubai office

By Khaled Nuseibeh, CEO of Hala

In today’s digital world, global platforms often dominate headlines. Yet in the Middle East, a different success story is unfolding—one led by home-grown innovation. Local platforms in the Middle East aren’t trying to catch up. They’re rewriting the playbook.

The Rise of Local Digital Platforms in the Middle East

Platforms rooted in their own communities see what others miss. They understand the silent signals of everyday life—the way people move, pray, celebrate, and adapt to seasons.

Taxi demand, for instance, spikes after Friday prayers, not just during morning rush. Families shift their travel patterns during Ramadan. During the scorching summer, shaded areas and malls become primary destinations. You won’t find these insights on a global dashboard—they come from living them.

Built-In Context: Why Localisation Wins

Being close to the ground gives local platforms a major edge. In a city like Dubai, it makes a difference whether you’re navigating Deira’s tight alleys or Downtown’s wide streets.

At Hala, we designed our model around this insight. Our “location snapping” project improved over 60,000 pickup and drop-off points—faster routing, fewer errors, and better experiences for both riders and captains.

Operational Excellence Through Cultural Intelligence

We don’t wait for problems to escalate. Our team spotted supply gaps caused by standardised captain shift times. So, we adjusted schedules to better match demand during peak periods—without compromising captain wellbeing.

Because we operate locally, we can act quickly. We don’t need to wait for head office approvals across time zones. We just fix what needs fixing.

Aligning with UAE Policies and National Vision

The value of localisation goes far beyond convenience. Increasingly, it aligns with national priorities. The UAE’s commitment to smart cities, sustainability, and economic diversification offers a clear framework for innovation—and regional players are best positioned to deliver on that.

For instance, just last month, Dubai launched a new initiative to award more government contracts to domestic manufacturers. The Ministry of Industry and Advanced Technology also partnered with major retailers to boost visibility for locally produced goods.

These policies reflect a deeper truth: sustainable progress must be built from within. At Hala, founded as a public-private partnership between the RTA and Careem, this philosophy isn’t just a talking point—it’s how we operate.

Community-First Tech: A Blueprint for Scalable Growth

Trust is earned in the street—through consistency, reliability, and cultural relevance. That’s why both Hala and Careem Plus have kept support operations in-country, tailored our features to reflect the needs of UAE residents, and continually invested in tech that reflects local behaviours.

When localisation is built into your business model—not added as an afterthought—you can adapt faster, deliver more impact, and align seamlessly with both policy and community expectations.

Whether it’s refining geo-location accuracy, rethinking shift schedules, or rolling out financial services that matter to users here, local digital platforms in the Middle East are shaping a new era of tech leadership.

The Path Forward: Growth Built on Relevance

This region is young, mobile-first, and ambitious. People here aren’t just looking for functionality—they want platforms that reflect their identity, speak their language, and understand their context.

And increasingly, localisation isn’t a limitation on scale—it’s the blueprint for sustainable growth. The Middle East is not a monolith, and its cities are not interchangeable. Platforms that understand this will not only serve their markets better—they will lead them.

Read how Globant uses tech to drive sustainability in business

Tech Interviews

Why TWO99 is Rethinking Cloud Marketing with Compliance, Data, and Agility

Published

3 months ago

June 11, 2025

Integrator Web-Editor

How does TWO 99 ensure its Cloud Security Solution remain compliant with evolving international data privacy laws like GDPR and HIPAA?

Two99’s cloud-native security solutions—including CNAPP, CWPP, and CSPM—are engineered to align with evolving international data privacy regulations such as GDPR and HIPAA through a proactive, multi-layered compliance framework. Our platforms integrate automated policy enforcement and real-time security posture monitoring to enable rapid detection and remediation of compliance deviations.

As an ISO 27001:2022 certified organization, we maintain a robust Information Security Management System (ISMS) that embeds data protection, risk assessments, and regular audits into our core operations. In parallel, our ISO 9001:2015 certification underscores our commitment to rigorous quality management processes, allowing agile adaptation to global regulatory shifts.

Our compliance team continuously monitors international privacy standards, translating insights into operational controls and product enhancements. We enforce stringent data storage protocols, including encryption of data at rest and in transit using advanced cryptographic methods, along with secure key management and policy-driven data retention and deletion.

Regular internal evaluations and third-party audits further validate our security posture, ensuring that Two99’s offerings not only meet but consistently exceed global data protection standards.

Given your background with WPP and GroupM, how has your approach to digital transformation changed since founding TWO 99?

My experience with WPP and GroupM provided invaluable insights into how large-scale organizations operate—especially in terms of process, structure, and scalability. However, founding TWO99 marked a deliberate shift toward a more agile, innovation-driven approach to digital transformation. At TWO99, we focus on vertical-agnostic scalability, bringing together technology, creativity, and performance under a unified, adaptable framework.

Unlike traditional holding companies that often operate within rigid silos, our model emphasizes speed, flexibility, and integration. We’ve built an ecosystem that allows us to pivot quickly, test rapidly, and deploy solutions that are customized to the dynamic needs of each client. This is especially critical in emerging markets like India, where consumer behaviors and platform trends evolve at breakneck speed.

Our approach moves away from isolated service offerings and instead delivers end-to-end growth strategies—from brand storytelling to performance marketing—under one roof. This integrated engine not only accelerates ROI but also empowers clients to scale more efficiently across diverse industries and geographies.

Ultimately, digital transformation at TWO99 is not about adopting new tools; it’s about building a mindset of experimentation, collaboration, and continual evolution—something that’s only possible when tech, creative, and media are not just coexisting, but co-creating.

You speak a lot about growth marketing—what’s one underused strategy or tool you believe more startups should adopt?

One of the most underutilized yet high-impact strategies in growth marketing today is predictive audience modeling—specifically using first-party data to anticipate user behavior before a customer even shows active intent. In the rush to acquire users, many startups focus heavily on performance spend and surface-level targeting, often missing the opportunity to build smarter, more efficient pipelines through data-driven foresight.

By leveraging tools like AI-powered lookalike modeling or Google’s AutoML, companies can identify emerging patterns and preemptively segment high-intent audiences. These platforms analyze behavioral signals—ranging from product interactions and website heatmaps to backend signals like GitHub commits or CRM workflows—to spot trends that traditional analytics would miss.

At TWO99, we’ve seen transformative results with this approach. For instance, by layering multiple intent signals (e.g., developer activity, trial-to-paid movement, sales pipeline stages) and combining them with Dynamic Creative Optimization (DCO), we helped a SaaS client reduce their Customer Acquisition Cost (CAC) by over 30%. This wasn’t just about targeting more people—it was about targeting the right people, at the right time, with the right message.

Startups that embrace predictive modeling early in their growth journey can shift from reactive marketing to proactive growth engineering, ultimately driving better ROI, faster time to conversion, and more sustainable customer relationships.

At TWO 99, how do you balance creative innovation with data-driven performance when leading campaigns for tech and cloud-based clients?

At TWO99, we treat data as the creative brief—a philosophy that helps us seamlessly bridge creative storytelling with performance marketing, especially for tech and cloud-based clients. Rather than starting with assumptions or generic messaging, we begin with behavioral analytics and first-party data to uncover real pain points, usage patterns, and moments of friction within the user journey.

This insight-driven approach allows us to craft narratives that aren’t just imaginative, but deeply relevant and conversion-focused. For example, if product analytics show a drop-off at the integration stage, our creative strategy might revolve around simplifying technical complexity or highlighting seamless onboarding. In this way, the campaign’s message is directly informed by what users are experiencing, not just what the brand wants to say.

We also continuously A/B test creative iterations—from copy to visual formats—to fine-tune performance in real time. For tech and cloud clients, where the buyer journey is often complex and multi-touch, this balance of data and creativity ensures that each piece of content not only captures attention but drives measurable outcomes like engagement, sign-ups, or qualified leads.

In short, we don’t see data and creativity as separate tracks. At TWO99, one fuels the other—creating high-performance campaigns that are not only intelligent but emotionally resonant.