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

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TWO99

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.

Tech Interviews

Riverbed Launches AI-Powered Intelligent Network Observability Solutions

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Riverbed

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:

Dave Donatelli photo

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

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Tech Interviews

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

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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.

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From Insight to Impact Qlik’s Vision for the Future of Data and AI

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QLIK

As data becomes the lifeblood of modern organizations, Qlik’s agnostic platform spanning data integration, quality, analytics, and AI/ML enables enterprises to make smarter, faster decisions, no matter where their data resides. We spoke with James Fisher, Chief Strategy Officer at Qlik, about how the company is helping businesses unlock AI’s full potential globally, while deepening its commitment to the UAE with the launch of Qlik Cloud on AWS bringing speed, sovereignty, and strategic growth to the region.

You’ve been in the industry for over 30 years. What is it about this moment in data and AI that really excites you, especially here in the UAE?

I’ve been in the industry for over 30 years, started out at PwC, spent nearly a decade at SAP, and then joined Qlik. Honestly, I’ve never seen a more exciting time for data, analytics, and AI. The pace of innovation is incredible, and what really stands out is how committed governments and organizations— especially in the UAE—are to tapping into AI’s full potential. From big public initiatives to a thriving startup scene, there’s real momentum, and Qlik is right at the center of it all.

You wear many hats at Qlik—what does a typical day look like for you?

My role is about making sure our customers get real value from their data—using analytics and AI to drive meaningful outcomes. As Chief Strategy Officer, I help shape Qlik’s vision, build the right partnerships, and steer our growth strategy across areas like products, M&A, and even broader priorities like sustainability and diversity. I also spend a lot of time keeping up with market trends. It’s a busy role, but what I enjoy most is how cross-functional it is—it lets me connect innovation with real business needs.

Qlik’s mission is to help customers ‘do data differently.’ Can you unpack what that means in practice—and how your strategy role helps turn that vision into impact?

Our mission is to help customers get the most out of their data to tackle big, real-world challenges. When we say, ‘do data differently,’ we mean rethinking how data—structured or unstructured—is accessed and used, wherever it lives. On the strategy side, I work closely with our product teams to stay ahead of market trends, and with our services and customer success teams to ensure we’re truly partnering with clients. And that collaboration mindset is something I truly value—it makes Qlik feel like a trusted advisor, not just a vendor.

How do you ensure that your global capabilities align with the specific needs of markets like the UAE?

For Qlik, adaptability is key. We really focus on listening— whether it’s to our customers, partners, or the broader market. In the UAE, we’ve been active for years and have a solid customer base, which gives us valuable insights into regional needs. We also set up a global AI Council, including a member based here, who works closely with local companies and government entities. This helps us adapt our global strengths to deliver real, local value. It’s not just about the product—it’s about how we approach the market, offer training, and engage with the community to reflect local nuances.

With major shifts happening in analytics and data integration, particularly the surge in AI investments in regions like the UAE, how has Qlik evolved its technology to stay ahead of the curve?

Qlik has been in this space for over 30 years. From the beginning, it was about helping customers turn questions into insights by pairing human curiosity with machine intelligence. That is essentially an AI problem—and it has been core to our platform since day one. Over time, we’ve evolved our technology to be cloud-native on AWS, expanded our data integration capabilities, and made it easier for everyone in an organization, not just analysts, to access insights and take action. In markets like the UAE, where AI investment is booming, we’re in a great position to support that momentum. A key part of our strategy has been democratizing data access so that teams across all departments—sales, marketing, HR, finance, and more—can leverage it, not just analysts.

How does Qlik ensure it supports each organization’s unique data and AI journey without disrupting what’s already in place?

Our approach is simple—we’re here to enable, not disrupt. Every organization is on a different path with different needs, whether that’s industry-specific, company size, or their own pace of digital adoption. That’s why flexibility and openness are a big part of how we operate. We don’t ask customers to start over—we work with what they already have and help them get more out of it. A great example is in highly regulated sectors, where security and hybrid environments are a must. We meet them where they are, and build from there. That’s how we earn trust and become long-term partners.

Organizations are juggling data across cloud, on-prem, and even the edge—how does Qlik stay flexible enough to handle all that?

Data today is vast and varied. For years, most analytics solutions focused only on structured data; but about 80% of an organization’s data is unstructured. At Qlik, we do both. Our platform allows us to reach data wherever it is—in cloud apps, in on-prem systems, or even at the edge. That openness allows us to solve real-world problems, not just run analytics in silos. And we are not limited by any single cloud provider. Customers can choose what works best for them—AWS, Azure, Google Cloud—and we will be right there with them.

As someone steering strategy at a data and AI company, how do you personally approach using data to guide big decisions—and what advice would you give to leaders trying to cut through the AI hype?

As Chief Strategy Officer, I see data as the lifeblood of any organization, it’s behind every smart decision we make. At Qlik, we use our own analytics and AI technology to shape our strategies. We build a team with the capability to understand what problems we want to address the right use cases we want to drive, and what data we need to get there—and then making sure we can actually access that data. My biggest piece of advice? Don’t get swept up in the AI hype. Start with a real business problem. Then ask: what data will help me solve this, and how do I get it? Strategy isn’t something you set and forget. The best strategy leaders are the ones who stay humble, curious, and ready to pivot.

What recent launch or initiative is Qlik most excited about in the UAE?

We are announcing the availability of Qlik Cloud on AWS in the UAE. This is a big milestone. It enables innovation and AI-driven value while ensuring robust data sovereignty— customer data stays within the country’s borders. It also boosts performance and latency for applications running locally. This is a major step in helping our clients generate real-time insights and act on them with confidence.

What long-term plans does Qlik have for the region?

We are here for the long run. We are often asked, “Where will Qlik be in five years?” And the answer is simple, we will be right here, growing with our customers. We are expanding our partner network, building up our regional team, and investing in training and enablement. We have only just scratched the surface of what AI can offer, and we are committed to helping customers realize that potential through long-term partnerships. As the region continues its digital transformation, we want to be a steady, trusted enabler—helping organizations turn complexity into clarity.

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