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STARKEY OMEGA AI – ONE OF THE MOST POWERFUL AND ADVANCED HEARING TECHNOLOGY TO EVER REACH MEA PATIENTS

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In this exclusive interview, Giscard Bechara, Director of Starkey Middle East & Africa, reveals how Omega AI, the company’s most advanced hearing technology to date, is set to transform the lives of patients across the region, from smarter connectivity and real-time AI support to breakthrough health monitoring features.

Giscard, Starkey has just unveiled Omega AI, a bold claim to call it ‘superhuman.’ For patients here in the Middle East and Africa, what does that word actually mean in everyday life?

“Superhuman” isn’t marketing language for us, In the MEA region, our patients navigate some of the world’s most complex listening environments: bustling souks, multi-language family gatherings & noisy cities . Omega AI is engineered to mimic the auditory system in these very settings. When DNN 360 delivers 28% better speech intelligibility in a noisy environment, your brain is receiving a signal that is cleaner and crisp than ever before.  That, to me, is a superhuman advantage, and it is now available to anyone wearing a Starkey hearing aid.

Tell us about DNN 360, the deep neural network at the heart of Omega AI. How is it different from the AI that patients may have heard about in other hearing aids?

Most hearing aids apply AI to a single task, perhaps noise reduction or voice enhancement. DNN 360 is the world’s first deep neural network that powers both directionality and spatial awareness simultaneously. Think of it this way: when you are in a restaurant in Dubai or a busy market in Egypt, you do not just want to hear the person in front of you, you want to know where every sound is coming from, so your brain can make sense of the scene around you. Our brain naturally detects sounds and acoustic queues to understand the environment that we are facing.  DNN 360 provides up to 8 dB signal-to-noise ratio improvement for spatial awareness. That is a meaningful, real-world difference. And crucially, we achieve all of this without sacrificing battery life and performance.

For many patients in the MEA region, connectivity is critical, streaming TV, phone calls across different networks, even video consultations with specialists abroad. How does Omega AI address this?

Connectivity is a lifeline. We have made two significant advances. First, streaming via the StarLink Edge TV Streamer now starts and reconnects automatically for the TV, no more fumbling with settings or missing the beginning of a show. Second, and this is an industry first, we have introduced TeleHear AI. This feature uses generative AI to help patients resolve common hearing issues in real time, directly from their smartphone, with 93% predictive accuracy. For a patient in a remote area or in a country where specialist hearing clinics are hours away, this means they can troubleshoot and optimise their hearing experience without having to travel. That is transformative access.

You mentioned TeleHear AI, a 93% predictive accuracy rate is remarkable. Can you walk us through what that looks like for a patient who, say, notices their hearing feels muffled after a long flight from Riyadh to Johannesburg?

Absolutely. That patient opens the My Starkey app, describes what they are experiencing, and TeleHear AI analyses the situation using generative AI. It might recommend a specific listening programme for their current environment.  the issue can be resolved without any professional intervention needed at that moment. In a region where patients often travel vast distances and cross multiple time zones, that kind of intelligent self-sufficiency is worth a lot.

Durability is a significant concern in our climate, from the humidity of coastal cities like Abu Dhabi and Lagos to the dust of the Sahara. How has Starkey engineered Omega AI for these realities?

We took this very seriously. Omega AI features waterproofing that has been tested to last 10 times longer than our previous coatings under the most demanding conditions, moisture, sweat, dust, temperature extremes. The MEA region presents environments that can be punishing for delicate electronics. Whether a patient is in a humid coastal city, working outdoors in the Gulf heat, or living in a dry, dusty climate, Omega AI is built to perform reliably day after day. This is not lab performance, it is field-tested durability. A hearing aid that fails in difficult conditions is not a solution; Omega AI is engineered to be there when patients need it most.

There are also new LED indicator lights, something that might seem like a small detail, Can you explain why they are there?

The LEDs are a helpful guide. The green and red indicator lights on our RIC RT and mRIC R devices confirm power status and Bluetooth connection briefly, simple, practical, and reassuring for patients and caregivers. Those same LEDs now double as a find-my-hearing-aid tool, an absolute industry first. If a patient misplaces a device, common in multi-room homes, during prayer, or when grandchildren are visiting, they can trigger the LEDs remotely through the app to locate it. For our older patients in the MEA region, and for the family members who support them, this feature provides real peace of mind.

Starkey has positioned Omega AI as a ‘healthable’, going beyond hearing to monitor overall wellness. Why is this vision particularly relevant for MEA patients?

The MEA region carries a significant burden of non-communicable disease, cardiovascular conditions, respiratory illness, balance disorders. These are the very health areas where Omega AI’s new wellness features add value beyond hearing. The automatic respiratory rate monitor is an industry first: it works silently in the background, tracking breathing patterns without the patient having to do anything. This can provide early indicators of conditions that affect breathing. Balance Builder, accessed through the My Starkey app, delivers targeted at-home exercises for stability and coordination, relevant for older adults at risk of falls, a major health concern across our region. We are not asking patients to add another wearable device. They are already wearing their hearing aids. We are simply making those hours work harder for their health. Omega Ai also counts your daily steps activity and motivates you to move and be active.

Access to specialist audiological care is uneven across the MEA region. How does Omega AI help bridge that gap, and what role does your team play on the ground?

This is a question close to my heart. In countries where audiologists are concentrated in major cities, patients in rural or underserved areas have historically faced significant barriers. Omega AI addresses this on two levels. Technologically, TeleHear AI means that a patient does not need to visit a clinic every time they have a question about their hearing aids. The generative AI guides them through real-time troubleshooting. And when remote fine-tuning is needed, our TeleHear platform connects them with their professional remotely. On the ground, Starkey MEA is committed to expanding our network of trained hearing professionals, our authorised partner clinics, and our educational programmes across the region. The technology opens the door, our people make sure patients can walk through it.

We know hearing loss carries a social stigma in certain communities across the Middle East and Africa. How does the design philosophy of Omega AI address that reality?

Stigma is real, and we design with that awareness. Omega AI devices are engineered to be discreet, modern, and, for those who prefer invisibility, designed to be worn comfortably without drawing attention. At the same time, we believe the best answer to stigma is performance. When a patient discovers they can follow a conversation at a family gathering for the first time in years, when they can engage fully in a business meeting, the hearing aid stops being something they hide and becomes something they value. Omega AI’s performance is so compelling that patients want to wear it. That shift in attitude is the most powerful antidote to stigma we have.

Finally, Giscard, what is your message to patients across the Middle East and Africa who are sitting on the fence about hearing care, or who have dismissed it as something for ‘other people’?

Hearing loss is not a sign of ageing or weakness, it is a health condition that affects one in five people globally, and the MEA region is no exception. Leaving it untreated has consequences that go far beyond the ears: increased social isolation, cognitive decline, missed opportunities at work and at home. Omega AI represents the most advanced hearing technology ever created, it gives patients a superhuman advantage in every listening environment they encounter. My message is simple: do not wait. A hearing assessment is the first step. Hearing tests are cheap, fast and not painful. It can change your life and save you money if you address your hearing loss early.  In case hearing technology is needed, Omega AI is proof that it can be powerful, intelligent, beautiful, and life-changing. Visit your audiologists. Your world deserves to be heard fully.

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Tech Interviews

Building the AI Backbone: How the Middle East Is Rethinking Data Centres

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Dave Philp, Chief Value Officer at Bentley Systems, discusses how AI, digital twins, clean energy and integrated infrastructure planning are shaping the next generation of data centres across the UAE and wider Middle East.



The UAE and Saudi Arabia are investing heavily in AI and digital infrastructure. From your perspective, what makes the Middle East such an exciting market for the next generation of data centers?

One of the most substantial transformations we are witnessing is the transition of the UAE to a programmatic mindset in terms of data centre development, which makes it a desirable market for the next generation of data centres. We usually consider countries such as UK in terms of building or developing a singular project, but it is impressive that the UAE has been prioritising data centre corridors and digital infrastructure instead of focusing on individual hyperscale data centres.

While speaking to colleagues across the UAE and the Middle East region, I found it interesting as the UAE is constantly investing in the infrastructure needed to achieve its ambitious AI goal. This further includes larger digital ecosystems, sovereign cloud capabilities, and energy infrastructure. I believe it is not just about creating more data centres; it is also about establishing an infrastructure that can help achieve the ambitious economic vision of the UAE. It is important to understand that establishing a robust digital infrastructure is key to power AI, smart city initiatives and industrial diversification. This strategy is part of a much larger national economic plan. By combining digital aspirations with investments in energy and physical infrastructure, the UAE is successfully laying the groundwork for an AI-powered economy. We can also witness that the UK is making efforts to move towards a future economic model, which can motivate other countries to follow suit.

  • Power is a growing challenge for AI data centers. How can the Middle East balance rising AI demand with its clean energy goals?

I believe that the UAE has secured a unique position in this regard as any capital investment in AI infrastructure needs to be strategized according to clean energy goals. As the Minister of Energy and Infrastructure highlighted, AI-enabled optimisation can coordinate data-centre demand with grid capacity, renewable generation, storage and shared cooling infrastructure. It can also identify opportunities to recover and reuse waste heat where local conditions make that technically and commercially viable.

This, in my opinion, will define the UAE’s next generation data centres. Integrated planning, which takes into account how data centres interact with renewable energy, solar opportunities, district cooling, battery storage, and demand management, will be prioritised over isolated engineering decisions. These factors need to considered by the UAE, not just in terms of separate workflows.

As I mentioned, these will be common across the region, but we are also witnessing unique models in the UAE. We are seeing a shift from isolated projects towards phased campuses and data-centre corridors supported by shared power, water, cooling and connectivity infrastructure.

  • As AI data centers require more cooling, how can operators build facilities that are both efficient and responsible with water use?

Yes, it is interesting. It is similar to not having a favourite child, like you do not want operators to choose between energy and water, but how to optimise both to create a resilient thermal management system. However, it is my belief that it should start the very beginning of the project, investment level, thinking about it as a water ecosystem. It is not just about water on site, but about the sourcing within it.

Additionally, I believe that there is a lot of innovation within data centres as well. Now, when it comes to water-stressed environments, usage of reclaimed water should be considered. On the other hand for high-density AI workloads, direct-to-chip and other liquid-cooling approaches can remove heat closer to the source. Closed-loop systems recirculate coolant rather than continually consuming it, although the overall water and energy performance still depends on how the facility rejects heat to the external environment. Also, we must understand how it will integrate within the local recycling infrastructure within there as well.

As a result, we can now model data centres, which will reduce pressure on potable supplies and improve operational resilience. Effective energy and water management are beneficial for businesses as well. They can monitor performance and optimise water usage, which benefits both the community and operators.

The most significant factor, in my opinion, is that we can move from reactive to predictive water and cooling management with digital twinning and AI. When connected to trustworthy operational data and engineering models, infrastructure digital twins can help operators move from static reporting towards predictive management, testing changes in workload, climate, water availability and equipment performance before those conditions affect operations.

And that can offer significant potential for resilience as well as sustainable data centres with robust governance. This requires a comprehensive and holistic approach to both energy and water, rather than individual components.

Ultimately, the objective is not simply to minimise water consumption in isolation. It is to optimise the complete thermal system, because some lower-water cooling configurations may use more electricity. The right solution depends on climate, workload density, water stress, grid carbon intensity and resilience requirements.

  • As the Middle East invests in smart cities like NEOM, what role will data centers play in enabling these developments?

I believe that smart cities should communicate with each other as they are powered by AI. This, showcases proper planning works exceptionally when we consider master planning and data centre planning from urban systems that will be integrated into it.

Additionally, integrated value chains are necessary for communities within the UAE to move forward with smart cities. Now, when we discuss value chains, we mean the energy, water, cooling, mobility, and data services.

A significant portion of our work is conducted on city or municipality level, where we use digital twins to enable planners understand interdependencies and future scenarios that can optimise assets within the framework of smart cities. This is where Bentley Systems’ approach to infrastructure digital twins Infrastructure can provide planners with a shared environment in which to understand dependencies, test future scenarios and make more confident investment and operational decisions.

We frequently consider the data centre to be something we would prefer to keep hidden. But, in reality it is a strategic enabler of better, more resilient urban growth. If we do it correctly and consider, let us call it a digital built UAE, which is plausible, becoming an engine room for smart cities.

In fact, this achievement has to be celebrated. If we do it correctly, it becomes a positive contributor behind them. Therefore, I think that smart cities require smart infrastructure, and data centres are becoming a part of what we now refer to as civic backbone. It must be present, accountable, and advantageous to the communities it serves. Moreover,  it all comes down systems, smart dependencies, and data exchange between various departments. Because city-scale infrastructure spans many owners and systems, the digital-twin environment must be capable of federating trusted information through open standards, interoperable interfaces and appropriate governance.

  • Beyond speed to market, what do you think will define the next generation of successful data centers in the Middle East?

Speed to market is still a very significant factor, but it must transcend that. I believe that if I was an investor considering data centres, I would clearly want to increase revenue at an expedited rate, but I would also want to ensure that it is resilient for a substantial time, which obviously includes water and energy.

 It can understand it is sustainable, but I also want certainty. There are certain longer-term concerns, such as whether there will be droughts in the future. My opinion is that it must evolve. Compute hardware and thermal requirements will continue to evolve over the life of the facility, often much faster than the supporting civil, power and utility infrastructure.

Additionally, I also believe it must be flexible and adaptable as cooling technology and workloads evolve. Therefore, we need to consider how we may apply digital twinning once again, not just for capital building, but also for operational excellence.

As AI campuses move into operation, investors will increasingly look beyond capital cost and installed megawatts towards the productivity of the infrastructure: how reliably and efficiently it converts energy and compute capacity into useful AI output. Measures such as cost per token and tokens per watt will sit alongside PUE, WUE, carbon intensity and availability, providing a fuller view of operational and commercial performance.

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Tech Interviews

Temporalism Explores How Small, Consistent Actions Can Transform a Life

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Ilia Sheludiakov’s story begins with a single decision — one that set off a complete transformation, physical, intellectual, and philosophical. He shed over 40 kilograms, trained for and completed marathons, and built businesses from the ground up. But it was in the process of rethinking his relationship with time that he arrived at something bigger: Temporalism, a philosophy built on the belief that time isn’t a pressure to outrun, but a long-term ally to work with.

At its core, Temporalism reframes time as our most valuable resource — one to be used consciously, not spent carelessly. It’s a philosophy rooted in a simple but powerful idea: small, consistent actions, repeated over time, compound into transformations far greater than any burst of intensity could achieve. Whether in health, wealth, or personal growth, Sheludiakov argues that lasting change comes not from perfect decisions made once, but from good decisions made repeatedly, with patience enough to let them compound.

Temporalism speaks to anyone who feels time slipping away too fast, or who senses untapped potential in their own ambitions but struggles to turn intention into consistent action. It’s a call to make peace with time — and to start using it as a partner in building a meaningful life.

Sheludiakov will next present Temporalism at the Sharjah International Book Fair, introducing the philosophy to a wider international audience and connecting with readers from around the world.

What is the core idea behind Temporalism?
Temporalism is about treating time as your most valuable resource and learning to use it consciously. It focuses on making better decisions today with your future self in mind, while building a meaningful life through consistent action.

How does Sheludiakov’s weight loss tie into this philosophy?
My weight loss was one of the experiences that shaped Temporalism. I lost over 40 kilograms, but the biggest lesson wasn’t about weight — it was realizing how much small actions, repeated over time, can completely change your life.

Why does he believe consistency beats intensity?
Intensity can create quick results, but it’s difficult to sustain. Consistency compounds. A small action repeated hundreds of times can ultimately have a much greater impact than a short period of extreme effort.

What role does patience play in building wealth?
Patience is fundamental. In investing and business, I try to think in years rather than weeks. Wealth is rarely created by one perfect decision; it is usually built through good decisions, discipline, and allowing enough time for them to compound.

Who is this book meant for?
It’s for people who feel that time is moving too quickly or that they could be doing more with their lives. Especially those who have ambitions but struggle to turn them into consistent action.

Where will he present the book next?
I will be presenting Temporalism at the Sharjah International Book Fair, where I look forward to introducing the philosophy to a wider international audience and connecting with readers from around the world.

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Spotlight

From AI Pilots to AI-Native: Saudi Arabia’s Next Technology Leap

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As Saudi Arabia moves AI from experimentation into large-scale deployment, Federico Pienovi, CEO APAC & MENA at Globant, explains why the Kingdom is emerging as a proving ground for agentic AI, AI-native business models and a new generation of connected experiences spanning sports, tourism, financial services and giga-projects.

Saudi Arabia is investing heavily in AI infrastructure and adoption. What is the Kingdom doing differently that could make it a global blueprint for moving AI from experimentation into large-scale business deployment?

What distinguishes Saudi Arabia’s approach is the alignment between national ambition and institutional execution. The Kingdom is embedding AI directly into the infrastructure of its giga-projects, financial institutions, and national sports ecosystems from day one. When you look at projects like Qiddiya, Red Sea Global, Diriyah, and New Murabba, these are greenfield developments where AI-native technology can be architected into the foundation rather than bolted on afterward.

Saudi Arabia is simultaneously transforming multiple sectors, tourism, sports, aviation, entertainment, real estate, and financial services, which creates a unique ecosystem effect. For instance, the world’s first Agent-to-Agent Tourism Corridor, connecting Red Sea Global and AlUla through sovereign AI destination agents, demonstrates how different entities can share AI infrastructure while maintaining data sovereignty. The Kingdom has also created conditions where global technology partners want to establish a deep local presence. Our own experience establishing a regional headquarters in Riyadh as a Center of Excellence for AI, creativity, and digital solutions reflects this pull, serious institutions want serious partners embedded alongside them, working on problems that matter at national scale.


Agentic AI is quickly becoming the next major enterprise conversation. Where are you already seeing organisations move beyond copilots towards AI agents that can independently execute tasks and make operational decisions?

The shift from copilots to autonomous agents is happening fastest where the business case is clearest and the tolerance for transformation is highest. In the Middle East, we’re seeing three sectors lead this transition: tourism and hospitality, financial services, and real estate development.

In tourism, the Agentic Tourism Corridor we’re launching at LEAP represents what we believe is the world’s first live Agent-to-Agent network, sovereign AI destination agents for Red Sea Global and AlUla that can communicate with each other to orchestrate guest journeys across multiple destinations. These are agents that can independently execute booking decisions, coordinate logistics, and personalize experiences based on real-time behavioral data.

Financial services institutions in the region, including banks like FAB, Emirates NBD, and Commercial Bank of Dubai, are deploying agentic AI that goes beyond customer service automation. We’re talking about agents that can independently manage risk assessment workflows, execute compliance checks, detect fraud patterns, and personalize customer journeys without human intervention at each step. Globant Financial Services AI Studio is specifically designed to refactor operations through agentic AI, not just add conversational interfaces.


In real estate, our PropTech ecosystem demonstrates the full agentic potential: AI agents handling lead qualification, property discovery through AR/VR, construction progress tracking via digital twins, and automated booking, payments, and service management. For giga-projects like Diriyah and New Murabba, is operational necessity given the scale and timeline ambitions.

The proof that this model works at global scale came in August 2026 when FIFA selected us to build their continuous, year-round fan experience ecosystem using AI Pods. Initial pilots showed a 20% efficiency increase in throughput generation while maintaining or improving quality. FIFA specifically described their move as embracing an AI-native, consumption-based model, a signal that major global institutions are ready to move past experimentation.

Many companies have spent years on digital transformation, yet AI is now forcing them to rethink entire operating models. What separates an organisation that simply adds AI to existing processes from one that genuinely reinvents the business around AI?

The difference lies in whether an organization treats AI as a feature or as an operating system. Adding AI to existing processes means layering chatbots onto customer service, adding predictive analytics to existing dashboards, or automating discrete tasks within unchanged workflows. Reinventing AI means changing the unit of delivery, the commercial model, and the fundamental process of how work gets done, all at once.

Technology services have moved through three eras. Traditional IT services sold labor, hours and full-time equivalents, delivered through projects, scaled by hiring more people. Digital-native services sold expertise and delivery, agile squads, human-built software with automation layered in. What we call AI-native technology services represents a third era, where the resource is people plus AI agents, delivery is agent-orchestrated, and the commercial model shifts from hours to outcomes, capacity, and tokens.

When FIFA engaged us to build their fan experience ecosystem, they didn’t ask for AI features added to their existing platforms. They embraced an AI-native, consumption-based model where they pay for outcomes rather than hours, where AI agents execute while human experts orchestrate, and where all institutional knowledge generated is secured in a proprietary token vault that FIFA owns. That’s reinvention, the entire relationship between client and technology partner has changed. Organizations that genuinely reinvent share several characteristics: they architect for AI from the beginning rather than retrofit, they measure success in business outcomes rather than technology deployment; they’re willing to change commercial relationships, not just internal processes, and critically, they maintain human expertise in an orchestration role rather than simply automating humans out of the equation. Expert supervision remains essential, anyone can prompt an AI tool, but shipping results to production requires governance, quality validation, and domain knowledge that only human experts can provide.

Saudi Arabia is simultaneously transforming sectors such as tourism, sports, aviation and entertainment through major projects. Which of these sectors do you believe could become the strongest showcase for AI-driven experiences, and what might those experiences look like over the next three to five years?

Sports has the strongest potential to become Saudi Arabia’s defining showcase for AI-driven experiences, and the evidence is already emerging. The Kingdom’s sports transformation, through the Saudi Pro League, preparations for the 2034 FIFA World Cup, and purpose-built sports infrastructure within giga-projects, creates a unique convergence of factors: massive capital investment, greenfield venues, a young and digitally native fan base, and explicit ambition to leapfrog existing global benchmarks.

What makes sports particularly powerful as a showcase is that fan experiences are inherently measurable and emotionally resonant. Through Sportian, we’ve built a single operating system that connects fan identity, behavioral data, content, venue operations, and performance intelligence. This platform already powers LALIGA clubs, the Belgian Pro League, and the U.S. Men’s National Soccer Team under Mauricio Pochettino. The Saudi Pro League represents an opportunity to deploy this at scale in venues designed from the ground up for AI integration.

Over the next three to five years, the experience could look like this: a fan’s journey begins before they leave home, with AI agents curating personalized content, managing ticket purchases, and coordinating travel logistics. In-venue, their identity travels seamlessly across every digital touchpoint, concessions, merchandise, interactive experiences, creating a continuous relationship rather than discrete transactions. Real-time performance data informs on-screen content that adapts to what individual fans care about. Post-match, that relationship continues through personalized content and engagement that keeps fans connected year-round, not just on match days.

Globant has established its regional headquarters in Riyadh and worked across several Vision 2030-linked sectors. After three years in the Middle East, what have you learned about the region that has changed Globant’s strategy, and where do you see the biggest opportunity for the company over the next phase of growth?

What we’ve learned has shaped how we operate here and influenced our global thinking. The first lesson was the speed of ambition. The timeline expectations in Saudi Arabia compress what would be multi-year transformation programs elsewhere into months. This has pushed us to evolve our delivery models, the subscription-based This has pushed us to deploy our most advanced delivery models here from the outset. The subscription-based AI Pods approach, where clients can unlock modular teams of AI agents supervised by human experts from day one, reflects where the entire technology services industry is heading globally. The region’s pace and ambition mean that clients here are among the earliest and most demanding adopters of that model, making the Middle East a natural proving ground for AI-native delivery at scale.

The second lesson was the seriousness of partnership expectations. Our client roster in the region, Qiddiya, Red Sea Global, the Saudi Pro League, represents institutions that aren’t looking for vendors. They’re looking for partners willing to stake their own reputation on joint outcomes. Every flagship client represents an institution betting its own transformation on us.

The third lesson was about talent. The Kingdom’s investment in developing local technology talent aligned with our decision to position Riyadh as a Center of Excellence for AI, creativity, and digital solutions. This isn’t a satellite office supporting work done elsewhere, it’s a hub where innovation happens.

Looking ahead, the biggest opportunity lies in the interconnection between sectors. Saudi Arabia isn’t transforming tourism, sports, entertainment, aviation, and finance as separate initiatives, these are interlocking systems that will increasingly need to share data, coordinate experiences, and operate as a unified ecosystem. The technology partner that can operate across all these sectors, understanding both the vertical depth and horizontal connections, will be positioned to support the Kingdom’s next phase of growth.

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