Uncategorized

THE MANAGED FUTURE

Published

11 years ago

June 16, 2015

admin

Updated : August 24, 2014 0:0 ,
By Editor

Dimension Data is a company that offers an extensive managed services portfolio includes several globally standardised managed services products in specific technology domains – including networks, data centres, security, visual communications, unified communications and collaboration and contact centres. Youssef Fawaz, Managing Director, Dimension Data Middle East discusses the company’s focus

Discuss portfolio of Managed services that Dimension Data provides globally and in the region?

Dimension Data’s support, managed, and IT outsourcing lines of services are closely interrelated. We use the same platforms, systems, processes and delivery teams to deliver all three service types.

Our lines of service portfolios include both standard (‘productised’) services and customised services. Dimension Data’s services portfolio is replicated globally, which is a unique offer for our clients spanning not just locally, but also globally. Dimension Data’s support, managed and IT outsourcing services portfolio includes IT Outsourcing spanning Transition and transformation, service aggregation & cross functional services across the network communications tower, the data centre tower, the end user compute tower, the contact centre tower & BPO.

Managed Services include IT service management, assessments and consulting, across enterprise networks, security infrastructure, Cisco unified communications, Microsoft Lync, Data Centre, Contact Centre and Custom services per client.

Support Services, include IT support, assessments and consulting for Uptime Maintenance, Uptime Support, Insite predictive support and Insite pre-emptive support. Dimension Data also includes multi vendor service management and contract aggregation on behalf of our clients.

What is the demand scenario for various Managed services that you provide regionally?

The demand varies from country to country. In response to the UAE, Dimension Data sees much demand for support services, that is, for the support of technology devices. The requirement for Managed Services, that is, for the management of process outcomes is still not in high demand locally. A focus on moving from a pure support contract to a managed services contract could add significant value to a clients’ business.

You offer standardized services in 6 domains while also giving the option for custom services. Discuss if customers regionally prefer the standard modules or whether they opt for custom ones?

Our experience in the local market is that clients are opting in for standard support services, mainly focused on SLA management and commitment, and not exploring the benefits attributed to custom services or managed services. Currently, the requirements most clients have are focused on support services for the support of technology devices. Most clients usually predefine this. Dimension Data is able to further extract benefits to the IT estate for our clients through custom services, or through offering our managed services portfolio.

What are the Managed services you provide for datacenters in this region? Does it cover both large and smaller sized datacenters?

Dimension Data focuses on small, medium and large data centres for our clients – as long as the benefit to the business is realized. Locally, Dimension Data includes the management of the physical data centre infrastructure as part of the managed services offered in the Data Centre Space. Dimension Data’s managed services within the data centre includes the management of infrastructure such as servers, messaging, print & file servers, storage management, legacy/mid range servers, identity management and SQL database services. Dimension Data also offers managed virtual infrastructure services to our clients. In addition to this, Dimension Data’s Managed Cloud Platform offers our client expertise in deploying fully managed cloud platforms including private, hybrid and public cloud services.

Are enterprise customers comfortable with the idea of outsourcing such services? Which verticals do you find most proactive in the region in terms of adopting such services?

There is a demand for these services across multiple verticals. By adopting these services our clients benefit by extracting benefits that include the exploitation of the data centre infrastructure – to the strategic advantage of their business, the realisation of the return on investment expected from a data centre technology environments, more efficient deployment of IT staff; access to the best skills in the market, providing a clear path to the cloud, a single point of contact, a proactive approach to service delivery, a consistent service delivery due to alignment of all services to the IT Instrastructure Library (ITIL) and flexible service levels that enable our clients to choose the service level that their budget and business requirements matches.

Are there customers regionally who you offer services across all the 6 domains that you focus on?

There are no current clients locally that procure services from Dimension Data across all the six domains. Many of our clients explore support service engagements with Dimension Data in the Enterprise network, security and unified communications space. As the market moves to the need for commercial outcomes and transformation, we expect to see more IT outsource engagement, spanning all domains, with regional client engagements.

Discuss any recent or expected announcements around Managed Services from Dimension Data?

Dimension Data announced that it will launch Enterprise Mobility-as-a-Service (EMaaS), signalling its intent to provide a suite of cloud-based end-user computing services on a global basis. EMaaS establishes the platform for the group’s future initiatives that will see Dimension Data announce increased functionality and feature sets that assist enterprise clients to deal with their rapidly changing end user computing requirements.

Dimension Data’s EMaaS offering is an integrated enterprise mobility management service that provides organisations with the ability to deliver comprehensive policy-based, device-independent, mobile device management, mobile expense management, integration to the enterprise and underpinned by true cloud principles of automation and consumption-based commercials.

The service, which utilises a cloud-based consumption model, enables organisations to rapidly scale deployments while easily managing the complex environment of mobile devices, data access and expense management. Due to the complex nature of mobility deployments, the EMaaS offering is complemented by Dimension Data’s Systems Integration and Professional Services competencies and addresses the full spectrum of an organisation’s enterprise mobility needs.

Cover Story

Why Tech Brands Need to Rethink Influencer Strategy in the Middle East

Published

3 weeks ago

March 23, 2026

Integrator Web-Editor

The Middle East’s consumer technology market is in the middle of a remarkable run.
Smartphone shipments across the region grew 13 percent in 2025, marking a third consecutive year of growth. Ramadan alone now accounts for 15 percent of annual technology and durables sales across MENA. By any measure, the opportunity is significant.

But headline growth can hide an uncomfortable truth. The way consumers in this region evaluate and choose a technology brand has fundamentally changed. Brands still running the old playbook, buying reach from celebrity and mega influencers, measuring success in gross impressions, and treating the GCC as a single audience, are leaving both conversion and credibility on the table.

Mariam Abouzeid
PR & Influencer Marketing Manager, MEA, Nothing Technology

Having managed PR ecosystems generating billions of impressions across the UAE, Saudi Arabia, and beyond, I have seen this shift unfold in real time.

The data is clear. The market has moved. Many marketing strategies have not.

In today’s GCC market, attention is easy. Credibility is rare.

Beyond the Bigger-is-Better Logic

For most of the last decade, the dominant logic in technology marketing across the region was simple. Bigger reach meant better results. Secure the highest-reach influencers, maximize impressions, and sales will follow.

That logic made sense when social media behaved like a broadcast channel. Today it does not.

The UAE and Saudi Arabia are now among the most digitally saturated markets in the world. Social media penetration in the UAE has reached 111 percent of the population, while Saudi Arabia counts 34.1 million social media identities for a population of 34.7 million.

In markets this connected, audiences are no longer passive viewers. They are sophisticated, fast-moving, and deeply skeptical of content that does not feel earned.

Reach alone is no longer influence.

The Power of the Micro-Influencer By the Numbers

The consequences for influencer marketing are measurable. Macro influencers typically achieve engagement rates of around 1.7 percent. Nano influencers, those with between 1,000 and 10,000 followers, consistently deliver engagement rates of 6 to 8 percent in the UAE market.

When cost per engagement is considered, micro-influencer campaigns cost roughly $0.20 per interaction compared with $0.33 for macro campaigns. More importantly, they routinely deliver 5 to 8 times the return on investment, compared with the 3 to 5 times range typical of macro campaigns. The conclusion is simple.

Reach creates visibility. Trust creates action.

The Shift from Search to Social Feed

To understand why community-driven marketing works, it is important to understand how the modern GCC consumer actually makes a purchase decision.

It rarely begins with a search engine. It begins in the feed.

Nearly half of UAE users, 48.1 percent, and 60 percent of Saudi users now use social networks as their primary tool for researching brands and products. Before a consumer clicks add to cart, they have already passed through a quiet community validation process. They have watched unboxing videos from creators they follow and seen devices appear in the rhythm of everyday life.

Celebrity endorsements signal aspiration. Micro creators signal authenticity.

In consumer electronics, authenticity wins.

The Tiered Ecosystem: A Multi-Dimensional Strategy

The most effective technology marketing campaigns in the region now operate through a deliberate multi-tier structure.

Macro influencers are used sparingly to create cultural moments and announce major launches. Mid-tier creators establish niche authority and technical credibility. Micro-influencers carry the critical work of storytelling and product validation. The final layer, the nano tier, drives conversion through peer trust and cultural familiarity.

This distinction matters.

When consumers see a mega-influencer holding a new smartphone, they recognize an advertisement. When they see someone from their own community using the same device in everyday life, they recognize a recommendation.

That difference shapes behavior.

The GCC creator economy has grown 74 percent over the last two years and now includes more than 263,000 active influencers. Technology has become the fastest-growing vertical within that ecosystem. The pool of credible creators available to brands has never been deeper.

The Regional Calendar Geography Is Not a Strategy

One factor global marketing teams often underestimate is cultural timing.

The GCC is not simply a geography. It operates like a calendar.

Consumer spending in the UAE, Saudi Arabia, and Egypt increases by more than 53 percent during Ramadan. Campaigns that might perform modestly in a typical month can deliver outsized impact when creative work reflects the values and rituals of the season.

That kind of resonance can only be achieved by collaborating with creators who understand the culture from the inside.

Moving From Output to Outcomes

There is an uncomfortable truth at the center of the influencer marketing industry in this region.

Many brands are still measuring the wrong things.

Total impressions and cost per mile remain dominant metrics because they are easy to present in reports. But the shift required is from output metrics to outcome metrics.

The questions that matter are different.

What was the depth of engagement?
How many saves and shares did the content generate?
How much earned advocacy emerged from creators who chose to talk about the product because they genuinely valued it?

Organic enthusiasm cannot be purchased. It can only be earned.

The GCC influencer marketing market is valued at $315.5 million in 2025 and is projected to reach $771.6 million by 2032.

The brands that will lead the next phase of this market will not simply be those with the largest budgets. They will be the brands that understand how their consumers actually make decisions, build disciplined influencer ecosystems, and measure the signals that truly drive behavior.

The Middle East tech consumer is one of the most digitally engaged and brand-aware audiences in the world. They expect strategies that reflect that sophistication.

Home Integrator

SAGE Unveils Premium Eid Gifting Collection for Coffee Lovers

Published

1 month ago

March 2, 2026

Integrator Web-Editor

This Eid, Sage Appliances elevates gifting with high-performance coffee machines that combine precision, innovation, and refined design. Created for home hosts and coffee enthusiasts alike, each machine delivers barista-level results with ease, making it a gift that’s enjoyed well beyond the festive season.

Sage Oracle Dual Boiler

Engineered around true duality, this machine empowers coffee lovers to seamlessly switch between intelligent automation and full manual control. Whether you prefer the ease of an automated workflow or the satisfaction of hands-on espresso craftsmanship, the Dual Boiler adapts to your style, delivering uncompromising performance, precision and flexibility in every cup.

Sage Barista Touch Impress Brass

Available in a striking limited-edition brass colourway, with limited stock available, this statement machine brings refined design to the forefront of the home coffee experience. The Barista Touch Impress blends intuitive automation with the freedom of hands-on control, making it effortless to craft café-quality favourites like flat whites, cappuccinos, and lattes with confidence and style.

Sage Precision Luxe Brewer

This sleek, state-of-the-art machine delivers café-quality results with complete versatility from delicate pour-overs and bold filter coffee to smooth, flavour-rich cold brews. Featuring adjustable brew styles, temperature control and intuitive settings, it empowers users to take full control of their coffee, hot or cold.

Special Ramadan offer

Sage Appliance Accessories

For those who already own a Sage machine, accessories make a thoughtful gift this Eid, designed to enhance everyday use.

The Puck Sucker

An automatically activated suction cup creates a rapid vacuum which quietly releases the espresso coffee puck from the portafilter in one swift action.

The Force Gauge Tamper

Thespring-loaded mechanism delivers consistent pressure between 7 kg and 10 kg, ensuring an even tamp every time. A variableforce gauge with marked indicators allows you to select your preferred tamp pressure to suit the grind. Available in 54 mm and 58 mm sizes.

The Distribution Duo

The 2-in-1 distribution tool helps break up clumps and evenly spread coffee grounds. With three angled blades, it creates a level surface for consistent and precise tamping. Available in 54 mm and 58 mm.

The Naked Porterfilter

Visually diagnose and troubleshoot your extraction to achieve the perfect pour every time with The Naked Porterfilter. Crafted from stainless steel with a walnut handle, it adds an elegant touch to your espresso setup while allowing you to monitor flow and consistency with precision. Available in both 54mm and 58mm sizes.

The Pro Control Jug™

Handleless design and heat-resistant silicone sleeve gives full control, with a pro spout to create more precise latte art. Angled opening provides a better view when steaming milk.

Uncategorized

Majid Al Futtaim Malls Launch Ramadan Experiences Across the UAE

Published

1 month ago

March 2, 2026

Integrator Web-Editor

This Ramadan, Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia invites communities across the UAE to come together for a month filled with meaningful moments, exciting rewards, immersive activations and exclusive shopping offers all under one roof.

From grand prize draws and SHARE rewards to soulful Majlis evenings and community-led giving initiatives, here’s everything you won’t want to miss across Majid Al Futtaim malls this season.

SHARE the Rewards This Ramadan

Across all City Centre malls, customers using the SHARE App can enjoy generous points multipliers throughout the season. Whether you’re updating your wardrobe or gathering loved ones over iftar, every visit comes with more reasons to celebrate:

Ramadan Offer: 10X points on F&B (Until 18 March)
Eid Offer: 10X points on Fashion (12 to 22 March)

Letters of Giving (رسائل العطاء) at City Centre Mirdif and City and Mall of the Emirates

This Ramadan, Mall of the Emirates and City Centre Mirdif invite shoppers to take part in the Letters of Giving (رسائل العطاء) pop-up, a heartfelt initiative in partnership with Emirates Red Crescent dedicated to making children in need’s wishes come true.

Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, visitors are invited to pause, explore a display of children’s wishes, and choose one that speaks to them. They can then fulfil the wish by purchasing the item which will be gifted to the children in need. Each contribution will be accompanied by a personalized message typed on a traditional typewriter, turning every act of giving into a lasting gesture of kindness.

The Ramadan Experience at City Centre Mirdif and Mall of the Emirates

Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, the Majid Al Futtaim malls are blending art, generosity, and community, this pop-up offers an immersive and soulful experience. Guests can enjoy live harp, qanun, and cello performances featuring soft, Ramadan-inspired melodies, and visit interactive stations to personalize mirrors, bookmarks, or crafted coffee cups with a minimum mall spend of AED 150 (excluding Carrefour). Complementary juices, coffee, and mini bites invite visitors to connect and embrace the true spirit of Ramadan.

To elevate the experience, City Centre Mirdif is collaborating with Fatima Al Kaabi, an Emirati Entrepreneur to integrate AI‑powered displays showcasing traditional Emirati cultural quotes, adding a sense of heritage to the space.

Shop & Win: Ramadan at Mall of the Emirates (9 March to 3April)

This Ramadan, Mall of the Emirates introduces its very own “Shop & Win” reward. Guests who spend AED 300 or more at any of their favourite stores will automatically enter a special draw for a chance to win an exceptional grand prize of 500,000 SHARE points with one dedicated winner selected exclusively from Mall of the Emirates.

From exciting prizes and SHARE rewards to soulful gatherings and meaningful community initiatives, Ramadan at Majid Al Futtaim malls is all about creating moments that matter for everyone, every day.