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Inside the Creative and Marketing Space of Nothing

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Nothing Technology Limited is a London-based company removing the barriers between people and technology to create a seamless digital future. Their smart devices will not only be functional but will be the one that feels like Nothing. Nothing was set up by Carl Pei, the former co-founder of manufacturer OnePlus.

The editor of VAR magazine, Srijith KN, met with Akis Evangelidis, the co-founder and marketing head of Nothing Mobile, during his recent visit to Dubai. And in the full-length cut of our interview with him, he emphasized the importance of being the third important player in the middle eastern region and also explained the opportunities Nothing Mobile will be presenting to the dealers and suppliers here.

 

How did Nothing come into being?

We feel that there is no true good alternative to Apple’s ecosystem. With Nothing, we have the ambition to build a sort of productive ecosystem. We had been thinking about what the ultimate user experience should be like, once everything we make comes together and works perfectly. There should be Nothing that restrains you in terms of using. Carl was the one who came up with the name ‘Nothing’.

In the beginning, we needed to figure out how to work things out. We started talking to friends and investors. Many of them knew what we needed to do to start things off! We then readied a good team and happened to have quite a few co-founders in different specialties – hardware, software, marketing, sales, and operations. After that, we raised $7 million in seed capital from people like Tony Fadell, the inventor of the iPod, Twitch co-founder Kevin Lin, Reddit CEO Steve Huffman, and YouTuber Casey Neistat. These successful business owners wanted us to give it a try! As soon as this occurred, Google Ventures became excited and decided to invest with us.

 

Mr. Akis, can you tell me a little bit about yourself?

I have always been quite a tech enthusiast. You should know that I had an iPhone at first, an iPod, and so on. I studied in London. Usually, there, you would end up going into finance or consulting. I wanted to work for a consumer electronics company. So, I enrolled in Sony’s two-year graduate program.

After that, I joined One plus as the marketing manager for France, but then they hadn’t extended into Europe yet. I met Carl in our early days at One plus, but we went separate ways within the company.

 

Do you believe that Nothing has shaken the smartphone industry?

Shaken is a big word! I think that we have enabled us to have a proper shot. Now we deserve a seat at the table. In the last two years, we’ve sold over 1,000,000 units across all our products, which is rare for a start-up.

We are now introducing our own in-house software, so the experience will be much better. This will be something that we will be on building upon. Phone 1 was a great starting point, and I would like to let you know that more exciting stuff is to come!

Phone 2

What excites you about ?

Phone 2 is going to be a more premium device. More advanced on the specification and in features. The phone 1 was our flagship product, and this will still be available in the market. Now phone 2 will have a great user experience, especially with the new in-house software that we are building. This is all I can tell you at this moment.

 

How committed is Nothing to the low-end smartphone market?

Our mission statement states that we would be making products that we’re proud to share with our friends and families. For us, it is never so much about doing value products. It is more about doing great products.

Currently, there is hardly any innovation that is exciting. But nowadays you can see a new kind of specification war happening. Adding more modules to justify higher and higher price points, and that too with absolutely little value to the end user! This is where we have been able to provide users with good competitive pricing. We think from a user standpoint, and as a user, we always want a great user experience, but eventually at an affordable price point.

 

What business opportunities for small-scale vendors here in the Middle East?

There hasn’t been any real alternative to the lights of Apple and Samsung. And to me, Samsung who’s gradually losing market shares to Apple. There is no real third player, especially here in the middle east. There was Huawei at one point of time in the past. But they sort pretty much out now.

We see that we could be that third brand in the Middle East, building long-term partnerships with our partners. We have launched a partnership with Sharaf DG in over 30 stores. They are super excited in terms of the products that we are coming up with and in terms of the road map we have for the future.

The signs are quite good as well in terms of demand, and we are here for a long-run play. The GCC is a priority market for the whole company this year. We hired our first headcount, our new business development manager, Mr. Rishi Kishor Gupta, who’s heading up sales here in the region, about one-half month ago. He has already signed up with a few partners. We will announce more partners in the coming weeks. Sharaf DG was our first partner. We are here to build and value long terms relationships.

 

What is Nothing’s sustainability vision?

Since day one, we have been tracking the carbon footprint of all the products we have been making. We have been able to introduce recycled materials for building our products. On Phone 1, the mid-frame of the phone is made of 100% recycled aluminum. About 25 components in Phone 1 have been made of bio or recycled plastics. We have only sourced about 13 of those components on the supply chain side. A lot of things to be done there.

Ear one was a carbon-neutral product. And we are working to improve our carbon footprint on all our products. It’s going to be a step-by-step journey, but definitely that we are committed to it.

 

As you mentioned, there are many major players in this market. So, how important is it to build trust with the region’s consumers?

We have partnered with Sharaf DG because they are renowned. Their service level is excellent as well. This was a key criterion for us. As I understand, this user trust comes from a great user experience.

I want to say we are never going to be the best value for money because actually pulling off those designs and features. It does take a lot of R&D.

 

Please tell us how that best user experience will be achieved with Phone 2.

Unfortunately, I won’t be able to tell you much, but the key will be the software. Last year, we spent a lot of time on the hardware to pull it off with a unique design. This year it will be the software. But we have a few ideas on how to take the android user experience to the next level.

 

And the expected launch of phone 2?

Later this year, with a unique software experience!

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Tech Interviews

INTERSEC DUBAI 2026 – AI-Powered Security Cameras: From Reactive Monitoring to Proactive Intelligence

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Rudie Opperman, Regional Manager Engineering and Training MEA at Axis Communications, professional headshot portrait

Rudie Opperman: Regional Manager, Engineering & Training – MEA at Axis Communications

  1. How is AI transforming the role of security cameras from passive monitoring tools into intelligent decision-making systems?

AI is fundamentally changing what security cameras are used for. Cameras are no longer just recording devices that capture footage for review after an incident. They are becoming intelligent sensors that can interpret what is happening in real time.

With AI built directly into the camera, systems can detect objects, recognise patterns and identify unusual behaviour as events unfold. This enables organisations to move from reactive monitoring to proactive decision-making, responding faster and more accurately without relying solely on manual observation or post-incident analysis.

Axis will demonstrate this shift in practice at Intersec Dubai 2026, showing how intelligence at the edge enables cameras to generate actionable insights directly at the source, supporting faster decisions, improved safety and stronger operational outcomes across complex environments.

  • How can AI in security cameras enhance operational efficiency while reducing manual monitoring costs?

AI significantly reduces the reliance on continuous manual monitoring by filtering out routine activity and directing attention to events that genuinely require action.

Instead of operators watching multiple screens or reviewing large volumes of footage, analytics highlight exceptions such as unusual movement, safety risks or policy violations. This improves response times, reduces operator fatigue and allows teams to manage larger or more distributed environments without increasing staffing levels.

For organisations operating at scale, this approach delivers measurable efficiency gains while maintaining high levels of situational awareness and control.

  • What are the key benefits of edge-based AI processing in security cameras?

Edge-based AI enables data to be processed directly within the camera rather than being sent to central servers or the cloud for analysis.

This allows insights to be generated immediately at the scene, supporting faster response and more reliable system behaviour. It also reduces bandwidth usage and storage requirements, lowering infrastructure demands and overall system complexity.

Processing data locally strengthens resilience and privacy, as systems rely less on constant connectivity and continue to function effectively even in constrained or demanding environments.

  • What industries are seeing the greatest impact from AI-enabled surveillance today?

AI-enabled surveillance is delivering the greatest impact in environments where real-time awareness, safety and operational continuity are critical.

This includes sectors such as critical infrastructure, transport and logistics, industrial facilities, smart cities and large public venues. In these settings, AI helps organisations detect issues earlier, respond more effectively and maintain smooth operations in complex or high-risk conditions.

Increasingly, security cameras are also being used as sources of operational data, supporting compliance, planning and informed decision-making beyond traditional security use cases.

  • How is Axis leveraging AI to deliver smarter, more reliable, and future-ready security camera solutions?

Axis embeds intelligence directly into its devices and designs systems around open, scalable platforms that can evolve over time.

By combining edge-based analytics, purpose-built processing technology and a strong ecosystem of partners, Axis enables customers to adapt their systems as operational needs change. This approach supports long-term reliability, cybersecurity and consistent performance across the system lifecycle.

Rather than forcing frequent hardware replacement, Axis focuses on architectures that allow intelligence and functionality to grow through software, ensuring systems remain relevant, secure and effective as technology and use cases continue to evolve.

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Tech Interviews

Unlocking ROI: How Sovereign AI Platforms Accelerate Innovation

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Exclusive Interview with Kevin Dallas, Chief Executive Officer, Enterprise DB

You interviewed more than 2000 senior executives across 13 countries about how they are planning for a genetic AI world. Why a genetic AI and why now?

Well, first of all there’s a large economic opportunity around AI. We forecast to be $16 trillion by 2030, and there’s about a trillion dollars that’s going to be spent in the area of AI over the next 12 months alone. So, every enterprise, every nation is investing in AI.

And when we say AI, there’s different types of AI. There’s generative AI, genetic AI, physical AI, and the time is now for that investment. You’re seeing it in the event today where many companies are making investments across the AI spectrum.

What is the data and AI sovereignty, and what happens when enterprises make it a mission-critical part of their strategy?

Well, to be able to actually run these intelligent applications, there is a need for a sovereign data and AI platform from EDB, Enterprise DB, our partners, NVIDIA, RedHat, and Supermicro. And with this new sovereign platform, we hope to deliver our customers the platform that they need to drive rapid innovation around these new AI applications.

Data sovereignty is gaining increased attention globally in the Middle East and the surrounding markets. How is EDB ensuring compliance, trust, and performance in your deployments?

Well, first of all, we’re finding that in this survey, it was very interesting, 95% of respondents are investing in a sovereign data and AI platform over the next three years.

And what they’re seeing is real benefits. They’re seeing two to three extra the velocity in terms of building out AI applications, and they’re seeing a five-fold increase in ROI. So, this is driving a lot of attention around this space.

Now, from an EDB perspective, we are delivering a standard sovereign data and AI platform that accelerates our customers to market. So, it’s a plug and play platform that resolves the security issues, compliance issues, and regulatory challenges that our customers have in a plug and play way.

How important is the UAE or the GCC region for EDB? Can you tell us about your corporate strategy in the GCC and how that aligns with the regional’s national agenda?

Well, what we found is that the biggest investments globally in sovereign data and AI are actually happening here in the region, in the UAE. There is a national vision that’s been set around open and around sovereign data and AI.

So, we’re very aligned in terms of our approach here. And the region, it’s very much like a Silicon Valley of sovereign data and AI, where there’s a lot of rich discussion around new use cases that our partners and our customers want to enable today versus tomorrow. So, it’s here and now in the region.

Looking ahead, six to 12 months from now, what is your message to the enterprises, governments, and other organizations who are considering or already on the AI journey?

I think in the next six to 12 months, focus on building your own sovereign data and AI platform. By doing this, it’s going to have a fivefold increase in your ROI and certainly increase your velocity to market.

But there is also, I think, a misconception. When we talk about sovereign, we talk about the benefit of secure, we talk about the benefit of compliance and regulatory requirements. Meeting those criteria, in some cases, can be viewed as slowing down the rate of innovations.

The opposite is true with our platform. By using a platform that has this capability built in, you’re able to accelerate your time to market.

How does EDB Postgres AI support data sovereignty in practice?

From a sovereign data and AI platform perspective, there are five key criteria that our customers need in the platform. One, open source based. This guarantees interoperability, access to talent, and it avoids vendor lock-in. This is something that even at a national level is important, open source based.

Second, the need to support multiple workloads, transactional, analytics, and AI workloads on one unified platform. Not three, but one. Third, there’s a need for a low-code, no-code application development environment. An environment that accelerates your time to market, an environment that democratizes AI for all.

So, you don’t have to be a developer, you can be a business decision maker and still create applications. Fourth, there needs to be a single pane glass view across the estate so you can monitor, secure, and drive compliance and meet those regulatory requirements across your entire estate. And then last, but by no means least, you need to be able to deploy in a hybrid fashion, meaning it’s not all about running workloads in the cloud.

You need to be able to run workloads on-prem, in the cloud, or in a dedicated system. So Sovereign is really those five things. It’s the ability to deploy in a hybrid manner.

It’s the ability to view your estate through a single pane of glass. It’s the ability to be able to run in a rich and dynamic low-code, no-code app environment, run multiple workloads, and of course, being open source.

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Tech Interviews

Regional Enterprises Lead Global Push for Data and AI Sovereignty

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Exclusive interview with Kash Rafique, Vice President and GM Middle East and Africa, Enterprise DB

What are your top priorities and what do you want the region to see from EDB that’s new and different at this year’s GITEX?

I think certainly from a messaging point of view, there’s no doubt that sovereignty is the new intelligence on how we move forward in this market. I think what we’re seeing is that our customers are looking for speed, they’re looking for control of their data within their boundaries, and this is making a big difference really to customers and enterprises in the region. I think that’s where we come in as a trusted player, a partner in the region.

What you’re seeing here at the stand today at EDB is really an alignment of that, the immersive experience here we’re giving to our customer to help them understand some of the solutions that we’re able to provide so far as speed is concerned, control of their data within that sovereignty realm is really something that we are showcasing here.

Can you walk us through to the Sovereignty Matters report, which is quite interesting. What are the biggest takeaways for local enterprises?

First of all, I think we should be very proud, of UAE and the Kingdom of Saudi Arabia, because really they’ve come on top of a global report across 13 economies, across 2,000 enterprises, right the way across the globe. I think what is really appealing or revealing from the report is that 17% of organizations in this region are deeply committed to both data and AI, and this is a significant amount. Compare that to what we are seeing globally, which is 13%, or compare it to the UK, which is 10%, this is significantly higher.

It shows real intent and focus on the sovereignty areas, and I think that’s a big thing. The other thing that we see is the 5x return that enterprises are getting from that commitment that they’ve made. I think this is also very, very testimonial on the kind of return that we’re able to see from the sovereign AI solutions that clients are adopting in this region.

And the third one is 2 ½ x are very confident that they will be leading their industries within their respective areas within the next three years. I think this is a fantastic finding. Again, I think the region should be very, very proud of these results.

How is EDB preparing to lead and support its customers through your local office?

So, the local office is there as a hub to support a very important omnichannel of our business here, and that is related to the partners, the alliances, and the ISVs that are regionally based. The office will be used for workshops, training, engineering, and client innovation centers that we’re planning to build as we move through this year.

We certainly looking forward to is building our relationships even further with key partners such as NVIDIA, IBM, Supermicro, Red Hat, and also many of our local partners. We call them our boutique partners, but they’re also equally important. So, from this perspective, it’s a very important base for us.

It provides a hub, it shows investment, and it shows real commitment in the sovereignty space that we’re actively involved with here in the region.

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