Tech News
Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region
By Adrian Goulder, Technical Manager at VUE Audio Visual Trading LLC (VUEAV)
The landscape of customer engagement is undergoing a profound transformation, particularly across the Middle East and North Africa (MENA) region. Today’s consumers are not just seeking products or services; they are chasing experiences. We are living in the age of the ‘experience economy,’ where emotional resonance and immersive interaction are more important than the transaction itself. And at the heart of this shift lies a powerful, often underestimated catalyst: Audio-Visual (AV) integration.
For several years, AV has been viewed through a narrow, functional lens – a screen to display presentations or a sound system for announcements. But this perception is rapidly evolving. In the hands of forward-thinking businesses, AV has become a transformative tool, the medium through which compelling, multisensory experiences are crafted, and customer loyalty is deepened.
There are several instances in our daily life that showcase the exceptional use of AV to provide us with exceptional experiences. For instance, imagine walking into a retail space where digital displays shift in real-time based on your preferences, offering tailored product suggestions with vivid 3D visuals. Or maybe consider a museum where interactive projections breathe life into ancient artefacts, inviting visitors to explore history through gesture and touch. These aren’t visions of the distant future. They’re happening now, across the MENA region, thanks to the rise of integrated AV technologies.
A standout example of immersive AV integration is the BAPS Hindu Mandir in Abu Dhabi, where projection mapping transforms the space into a fully immersive 360° environment. Far from a passive visit, this installation surrounds worshippers and visitors alike in a blend of synchronised audio and visuals, delivering a multisensory experience. The entire Immersive Show was scripted, designed, and brought to life by a dedicated team of BAPS volunteers, who handled every aspect of the creative vision in-house – from concept development to execution.
VUEAV worked alongside Christie, a global visual technologies company and the BAPS technical team, to achieve this seamless fusion of form and function.
The installation features a sophisticated network of Christie projectors with a collective output of over 300 lumens per square metre, projecting over 60 million pixels onto architectural surfaces. This powerful AV system is orchestrated through Aurora’s IP-based solutions for video distribution and live system monitoring, while Pixera media servers ensure high-resolution content and pixel-perfect synchronisation across all outputs.
But it’s not just about what you see – it’s about what you hear and feel. Sennheiser microphones and Klipsch Professional Series 8-inch speakers, complemented by robust 15-inch subwoofers, deliver an acoustically rich environment. Each component is precisely calibrated and programmed to provide a unified and intuitive experience. Central to this installation is ‘The Fairy Tale,’ an immersive show that runs daily, merging storytelling with high-resolution visuals and surround sound.
In a parallel context, the Kingdom of Saudi Arabia is also leveraging AV to showcase the epic past of AlUla, an ancient Arabian oasis city. The Incense Road Experience, an immersive adventure developed through a partnership between VUEAV and The Aimes, is a project that blends live performance, interactivity and cutting-edge audiovisual technologies to reanimate the rich cultural heritage of this ancient trade route. A sophisticated array of Christie 4K laser projectors maps high-resolution, vibrant visuals onto architectural textures and theatrical spaces. Driven by Pixera media servers,the installation dynamically responds to visitor movement and interaction through a network of custom-designed motion sensors and RFID-triggered zones. As visitors travel the space, the audio-visual and lighting elements adapt in real-time.
A rich audio landscape is delivered through a premium Klipsch multi-zone sound system, enhanced with bespoke directional speakers and embedded subwoofers that allow scenes to breathe with immersive realism. Visitors can experience holographically projected historical, legendary figures and recreated ancient local environments complete with scent emitters and tactile surfaces. Furthermore, visitors can also craft their own incense blend through interactive prompts, in addition to unlocking personalised narrative paths using sensor-based interactions and gamified storytelling. At the heart of the experience is a powerful integration of hardware and creative content, blending high-resolution projection, real-time media control, interactive systems, and environmental storytelling.
So, what exactly is driving this transformation? These are not just futuristic fantasies. They are tangible realities being implemented across the MENA region, thanks to sophisticated AV integration, and their outcomes are remarkable. Among the many benefits are elevated engagement. Interactive kiosks, immersive video walls, and crystal-clear audio systems hold attention and turn passive customers into active participants. Offering personalised interactions is another benefit, as through integration with analytics, AV systems can adapt to individual preferences in real time. From digital restaurant menus that respond to dietary needs to personalised greetings displayed on screens in the experience becomes not just engaging, but personal.
Additionally, it creates immersive environments. Whether it is a showroom designed for multisensory experiences, or a collaborative workspace equipped with interactive displays and seamless video conferencing, AV is redefining physical space as dynamic hubs for engagement. AV technologies enable businesses to communicate their brand identity not just through words, but through unforgettable sensory experiences – such as stunning visuals, impactful sound design, and interactive installations – that resonate far beyond the initial interaction. Beyond the customer-facing benefits, AV integration streamlines backend operations, from wayfinding and internal communications to automating routine tasks and presentations.
For businesses in the MENA region, the opportunity is clear: those who invest in AV not as a utility, but as a strategic experience enabler, will lead the charge in redefining customer engagement.
In a market where expectations are rising and attention spans are shrinking, it is not enough to be seen or heard – brands must be felt. By embracing the full potential of AV technologies, organisations across the MENA region can move beyond the basics, crafting immersive, personalised, and memorable experiences that set them apart.
Tech News
BELKIN ELEVATES EVERYDAY DEVICE PROTECTION WITH A NEW LINEUP OF SCREEN PROTECTORS AND A WEAR & TEAR PROGRAM
a leading consumer electronics brand for over 40 years, today announces a new class of screen protection solutions, a strategic partnership, and an all-new wear-and-tear program; advancing its commitment to keeping devices protected and consumers confident. The launch includes seven new screen protectors, a customisation partnership with ScreenSkinz, and a screen protection replacement program designed to give users lasting peace of mind and ensure the products they love stay safe, secure, and in the best shape.
Meet the ScreenForce Titan Lineup: The Ultimate in Full-Screen Protection
Titan SmartShield
Titan SmartShield serves as the premium rigid protector in the lineup, delivering aerospace-grade impact resistance and up to 18x the strength of traditional glass*. Engineered with a 9H surface hardness and rated for up to 6.5 ft / 2 m of drop protection**, Titan SmartShield offers exceptional durability without compromising clarity. An advanced anti-reflective coating preserves vivid colour and brightness in any lighting environment, while the anti-dust adhesive helps push away particles during installation for a flawless finish. The glass is manufactured with up to 60% recycled materials and is fully compatible with fingerprint sensors. A privacy version will also be available. Titan SmartShield launches in February 2026.
Titan LiquidGuard
Titan LiquidGuard is an innovative liquid screen protector that uses Nano-Titan Technology+, a proprietary fusion of a water-based German SiO₂, Graphene, and Nano-Titan Technology, to reinforce device displays at the molecular level, delivering 9H scratch protection without adding bulk. The oleophobic coating creates a smooth, smudge-resistant surface that maintains the device’s original look and touch sensitivity. Applied in minutes and backed by up to a $300 screen repair guarantee, Titan LiquidGuard offers a discreet, no-fuss approach to everyday screen protection. Titan LiquidGuard launches in February 2026.
Titan EcoGuard
Titan EcoGuard is made using advanced polymer materials infused with Nano-Titan Technology, a proprietary structure featuring high-density nano-reinforcement that delivers up to 5.9 ft / 1.8 m of drop protection. These materials are collected from post-consumer sources and certified by the Global Recycled Standard (GRS). Built to flex under pressure instead of cracking, Titan EcoGuard offers industry-leading 7H rated scratch and impact resistance with ultra-thin construction, while an anti-reflective coating preserves the device’s natural look and precision touch response. The flexible, shock-dispersing surface is ideal for curved screens and high-use devices.
The Titan EcoGuard Collection Includes:
Titan EcoGuard Anti-Reflective Screen Protector
- – The foundational model is designed for full-screen, anti-reflective protection while preserving vibrant colour and crystal-clear clarity – even under direct sunlight. It is made with 97% pre-consumer recycled materials. Includes anti-dust installation adhesive and a tray-based alignment system made with recycled plastics.
- Titan EcoGuard Privacy Filter Screen Protector
- – Incorporates vertical-view privacy filtration to protect sensitive information from side-angle viewing. Ideal for use in public settings, during travel, or for confidential work.
- Titan EcoGuard Red Light Screen Protector
- – Utilises a light-conversion layer that converts harmful blue light into soothing, skin- and eye-friendly red light, supporting everyday wellness for users sensitive to blue light or those who frequently use devices at night. This invisible, colourless protection delivers 2x the red-light exposure vs. industry standards**** while maintaining a natural viewing experience.
All Titan EcoGuard screen protectors arrive in 100% recyclable packaging using FSC-certified paper. Each kit includes a microfiber cloth, dust removal sheet, and eco-friendly alignment tray for precise, frustration-free application. Titan EcoGuard is compatible with ultrasonic fingerprint sensors and engineered for next-generation device displays.
If It’s Broken, Fix It. Quickly, Easily, and Hassle-Free.
Doubling down on its commitment to delivering the highest quality product experience, Belkin introduces a new Wear and Tear replacement program in addition to its established product warranty. Launching this month, consumers can easily replace screen protection products compromised by everyday use and/or life’s inevitable accidents, directly on Belkin.com. The new process is straightforward, transparent, and most importantly, hassle-free.
Products will continue to be replaced at no cost, with a flat shipping and handling fee applied.
The program will be available in Australia, Canada, Germany, the UK and the US, for now, with plans to expand to other countries in the future.
Custom Screen Protection with Screen Skinz
Belkin is partnering with Screen Skinz to bring a new level of personalisation to screen protection. Coming soon to Belkin.com, customers will have the ability to create a custom design or choose from a curated collection of pre-made options, which will be etched directly onto their screen protector. The result is protection that is uniquely customised. Utilising Screen Skinz’ patented etching technology, designs are visible only when the phone display is off. When the screen is on, the design disappears to ensure a smooth, uninterrupted viewing experience while delivering trusted durability and peace of mind.
Tech News
Vertiv Expects Powering Up for AI, Digital Twins and Adaptive Liquid Cooling to Shape Data Center Design and Operations
Data center innovation is continuing to be shaped by macro forces and technology trends related to AI, according to a report from Vertiv (NYSE: VRT), a global leader in critical digital infrastructure. The Vertiv Frontiers report, which draws on expertise from across the organization, details the technology trends driving current and future innovation, from powering up for AI, to digital twins, to adaptive liquid cooling.
“The data center industry is continuing to rapidly evolve how it designs, builds, operates and services data centers, in response to the density and speed of deployment demands of AI factories,” said Vertiv chief product and technology officer, Scott Armul. “We see cross-technology forces, including extreme densification, driving transformative trends such as higher voltage DC power architectures and advanced liquid cooling that are important to deliver the gigawatt scaling that is critical for AI innovation. On-site energy generation and digital twin technology are also expected to help to advance the scale and speed of AI adoption.”
The Vertiv Frontiers report builds on and expands Vertiv’s previous annual Data Center Trends predictions. The report identifies macro forces driving data center innovation: extreme densification—accelerated by AI and HPC workloads; gigawatt scaling at speed—data centers are now being deployed rapidly and at unprecedented scale; data center as a unit of compute—the AI era requires facilities to be built and operated as a single system; and silicon diversification—data center infrastructure must adapt to an increasing range of chips and compute.
The report details how these macro forces have in turn shaped five key trends impacting specific areas of the data center landscape.
1. Powering up for AI
Most current data centers still rely on hybrid AC/DC power distribution from the grid to the IT racks, which includes three to four conversion stages and some inefficiencies. This existing approach is under strain as power densities increase, largely driven by AI workloads. The shift to higher voltage DC architectures enables significant reductions in current, size of conductors, and number of conversion stages while centralizing power conversion at the room level. Hybrid AC and DC systems are pervasive, but as full DC standards and equipment mature, higher voltage DC is likely to become more prevalent as rack densities increase. On-site generation, and microgrids, will also drive adoption of higher voltage DC.
2. Distributed AI
The billions of dollars invested into AI data centers to support large language models (LLMs) to date have been aimed at supporting widespread adoption of AI tools by consumers and businesses. Vertiv believes AI is becoming increasingly critical to businesses but how, and from where, those inference services are delivered will depend on the specific requirements and conditions of the organization. While this will impact businesses of all types, highly regulated industries, such as finance, defense, and healthcare, may need to maintain private or hybrid AI environments via on-premise data centers, due to data residency, security, or latency requirements. Flexible, scalable high-density power and liquid cooling systems could enable capacity through new builds or retrofitting of existing facilities.
3. Energy autonomy accelerates
Short-term on-site energy generation capacity has been essential for most standalone data centers for decades, to support resiliency. However, widespread power availability challenges are creating conditions to adopt extended energy autonomy, especially for AI data centers. Investment in on-site power generation, via natural gas turbines and other technologies, does have several intrinsic benefits but is primarily driven by power availability challenges. Technology strategies such as Bring Your Own Power (and Cooling) are likely to be part of ongoing energy autonomy plans.
4. Digital twin-driven design and operations
With increasingly dense AI workloads and more powerful GPUs also come a demand to deploy these complex AI factories with speed. Using AI-based tools, data centers can be mapped and specified virtually, via digital twins, and the IT and critical digital infrastructure can be integrated, often as prefabricated modular designs, and deployed as units of compute, reducing time-to-token by up to 50%. This approach will be important to efficiently achieving the gigawatt-scale buildouts required for future AI advancements.
5. Adaptive, resilient liquid cooling
AI workloads and infrastructure have accelerated the adoption of liquid cooling. But conversely, AI can also be used to further refine and optimize liquid cooling solutions. Liquid cooling has become mission-critical for a growing number of operators but AI could provide ways to further enhance its capabilities. AI, in conjunction with additional monitoring and control systems, has the potential to make liquid cooling systems smarter and even more robust by predicting potential failures and effectively managing fluid and components. This trend should lead to increasing reliability and uptime for high value hardware and associated data/workloads.
Vertiv does business in more than 130 countries, delivering critical digital infrastructure solutions to data centers, communication networks, and commercial and industrial facilities worldwide. The company’s comprehensive portfolio spans power management, thermal management, and IT infrastructure solutions and services—from the cloud to the network edge. This integrated approach enables continuous operations, optimal performance, and scalable growth for customers navigating an increasingly complex digital landscape.
Tech News
Zoho Corporation Opens its First Data Centres in UAE
Zoho Corporation announced the launch of its data centres in UAE in Dubai and Abu Dhabi. The data centres form a part of AED 100 million investment in the UAE that the company had announced in 2023. The data centre will host solutions from Zoho Corporation’s two key brands: ManageEngine (enterprise IT management) and Zoho (cloud business solutions).
“The opening of our data centres is part of our ongoing investment in the UAE, which remains one of the largest markets in the region for both ManageEngine and Zoho brands,” said Shailesh Davey, Co-founder and CEO, Zoho Corporation. “With this move, Zoho Corporation will be enabling businesses store their data locally, strengthening data sovereignty, and supporting National Cybersecurity Agenda. Furthermore, 100+ solutions across Zoho and ManageEngine, will enable businesses of all sizes, and government and semi-government organisations adopt cloud technology for digital transformation in nearly every area of operation, and help Dubai become a digital economy line with Dubai Vision 2030.”
The data centres have also received certification from CSP Security Standard Certificate by DESC (Dubai Electronic Security Center). This qualifies Zoho Corporation to serve government and semi-government entities in addition to local businesses. As part of this, the data centres are also compliant with: ISO 27001, ISO 22301, ISO 27017 and CSA STAR Level 2 Certificate for data centres. In addition, the company’s Dubai office has received ISO 27001 certificate.
Growth Momentum of Zoho
Zoho has grown by 38.7% in 2025 in UAE, and expanded its partner network by 29% in the same period. It has further increased its employee count by 35% last year to serve the needs of its increasing customer base, and expanded into a larger office. The key solutions driving Zoho’s growth are: Customer Experience platform (Zoho CRM, Desk and Zoho CRM Plus), Zoho Books (VAT-compliant and FTA-approved accounting software), Creator (low-code app development platform), Zoho Workplace (communication and collaboration platform), and Zoho One (all-in-one suite of 55+ products).
In the past five years, Zoho has invested AED 80 million on enabling over 7000 businesses in their digital transformation journey through various partnerships such as those with DET and Dubai Culture. In the past few years, Zoho has seen a steady upmarket growth in the country, 48% in 2025, led by its strong platform capabilities that allow enterprises achieve faster time to value and lowers their total cost of ownership.
Growth Momentum of ManageEngine
ManageEngine has grown by 20% in 2025 in the UAE, led by its continued focus on the enterprise sector. The brand has strengthened its local presence, including through the partner network, to support the increasing adoption of its solutions across both private and government organizations. The key solutions driving the growth are: Endpoint Central (unified endpoint management), ServiceDesk Plus (unified service management) and Site24x7 (cloud-based observability platform).
In the recent years, growth in the UAE for ManageEngine has been particularly strong in BFSI, government and public sector, and manufacturing, fuelled by cloud adoption, which is growing at nearly 35% in the region for the brand’s cloud solutions. This trend reflects a broader shift toward cloud-first strategies, as organizations prioritise scalability, agility, and faster innovation.
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