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Seagate Formula for Success

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Updated : February 18, 2015 0:0  ,Dubai
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seagateSeagate recently unveiled a rebranding of the company as it seeks to better reflect how its expanding solutions portfolio is helping consumers, businesses and partners to create, preserve and share their content and data. From Seagate Technology Branded Solutions, Motaz Khalil, Marketing Manager-META, Ayman Al-Ajouz, Sales Manager – MEA, and Husam Alif, Territory Sales                                                      

What are the objectives behind the new branding?

MK: We are entering a world where everything is connecting to everything else and the resulting big data is anticipated to solve virtually all our problems. Data has evolved from static information stored and forgotten to a living entity that drives every day interactions. Storage innovation must therefore focus on new systems and solutions which are faster, more reliable and expansive.

In particular, Seagate has set a focus on driving innovations in flash, systems, and solutions which collectively address the needs of a broader set of customers and partners in the Middle East. Central to that strategy will be Seagate building on its heritage in disk drive technology to create end-to-end solutions that fit the increasing needs and demands of a data-driven society.

Discuss new solutions being introduced in the external drives market?

MK: As noted, we are refreshing the look and feel of our company and we are redefining the relationships we have with our consumers. Seagate’s latest line-up of external drives really speaks to the new company brand.

This includes cutting-edge consumer products like the Seagate Seven drive—the world’s thinnest portable hard drive at 7mm thick—the Seagate Wireless—a colourful 500GB portable wireless drive—and solutions like the Seagate Personal Cloud that enable people to easily access music, videos and documents at home no matter where in the world they are.

Consumers can also look forward to enjoying an incredible range of new flagship drives under our LaCie brand, the premium brand from Seagate. The LaCie Mirror for example is a signature piece created in collaboration with acclaimed French designer Pauline Deltour and performs as both a functional 1TB hard drive and striking piece of personal décor. The LaCie Rugged RAID also joins the company’s consumer line-up with twice the speed and capacity of a standard mobile hard drive but with an emphasis on portability and durability that is shock, dust and water resistant.

Discuss Seagate’s new partnerships program and how it can help partners?

AA: Within the Middle East Seagate runs a specific program for our branded external drives which is in part based on Volume Incentive Rebates (VIR). We have been running and augmenting this program for selected customers for a while now. This program is based on a volume target set for each partner. If that partner achieves their target then they are eligible for a lucrative monetary rebate per SKU, and that amount is reviewed regularly based on certain product families.

Do you see growth of external drives continuing to be healthy or has the demand slowed/flattened with cloud storage on rise as well as larger installed capacities in laptops etc.?

AA: No one can deny that the cloud business is growing, and we see that as an opportunity rather than a challenge. At the end of the day people will still need to backup and protect their digital assets no matter where they reside or how they are accessed. We have for example, moved aggressively into the cloud market with offerings like our Seagate Personal Cloud. This addresses consumer’s desire to have wireless and mobile access to their data on the cloud, but still it has not taken a big share of Portable or USB connected storage.

In our region, I would add that privacy is still a significant consideration for consumers. That is understandable and is being resolved through greater knowledge about what “cloud” is and how it work. Those concerns are in some cases slowing down the shift from Portable & USB storage to cloud storage, but it is short-term trend in my view. With the huge amount of data that we create on a daily basis, we see that consumers just want to have their data safe and reachable. Many of those who have cloud storage are happy with it, and many that do still use a normal Portable/USB drive as a second backup.

Elaborate on retail distribution strategies for your external drives.

HA: On Seagate’s external drive business we currently work with two regional distributors, FDC International and Asbis Middle East. We also have local partners in countries like Egypt where we have ECS as an in-country distributor.

What is the demand for NAS drives and personal cloud in consumer segment in the region?

AA: The demand for NAS in the SOHO sector is growing steadily. Most of the businesses in the region now understand the importance of backup and accessibility. SMBs who are not able to invest in complicated servers and who do not have a big IT team are preferring solutions like our Seagate NAS and Seagate NAS Pro, which come in 2BAY, 4BAY and 6BAY. These two families give you a storage capacity of up to 30TB which is absolutely incredible for a SOHO user.

As for Personal Cloud—or what some refer to as Consumer NAS—this category is also growing but is still quite young, at least in this region. We have seen growth year on year for sure and this category is expected to flourish much more in 2015.

I say this because we’ve seen customers who really understand the benefits of cloud. Today a hard-drive is becoming like a TV or a computer in that households want a centralized place to save and access their digital assets. It is a centralized place for all you and your family data needs – a media library for your Smart TV, Tablet, PC, and Smart Phone. Moreover, it can be accessed on the local network or remotely if connected to the internet. Personal Cloud is really a unique piece of storage that if the end user really understands what it does, they won’t think twice of buying it.

As you offer an such an extensive range – from desktop to portable external drives, wireless drives, and more—how are each of those categories faring in the region in terms of demand and growth?

HA: Connected portable storage is taking the lead. This is normal as most consumers still look for easy mobility. As for desktop storage, the demand is still there and is particularly marked for those needing the high capacity that a desktop drive can offer.

One of the segments that is most fascinating for consumers today is wireless storage. Our Wireless and Wireless Plus devices have from example, seen incredible update year on year as people are becoming more familiar with wireless functionalities. We were the first brand to pioneer this technology and give people the ability to stream movies, music and photos wirelessly from their hard drive onto tablets, mobile and laptops.

Across the region have you ensured that Seagate external drives have great retail visibility in most power retail and IR (independent retailers) segments?

MK: Our products are well displayed in all major retailers that we work with across the region. With some of these retailers we have an agreement for prime locations that gives us a chance to reflect the new categories of our portfolio and our new products. The overall visibility plan is something that we invest a lot in and work on closely with retailers to understand the desires of their customers in their market.

Discuss new investments/recruitments done in the external storage team in the region?

AA: Seagate continues to see the Middle East as a strategic high-growth region with a lot of business potential and demand from local consumers. In the last three months alone we have had several colleagues join our Middle East team. These include welcoming Husam Alif who is now taking care of the UAE business for Seagate Branded Solutions based in Dubai, and Julien Bader who is now taking care of the Levant area for Seagate Core Business and is based in Beirut.

Later this year we expect to develop additional partnerships to expand our reach and continue to acquire partners on the global level with whom we believe we can develop amazing products—enabling people and businesses to create, share and preserve their most critical memories and business data.

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Tech Interviews

Centena Group leads the way from marine to modern tech solutions

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Integrator Media had an exclusive interview with Sanjay Raghunath, Chairman and Managing Director of Centena Group.                                                

Overview of Centena Group’s evolution over the years and its current focus areas. 

Reflecting back on our journey, Centena Group started with Maritronics in 1980, a marine electronics service company. We have steadily grown and diversified to meet market demands since then, establishing multiple companies such as Emphor DLAS and Emphor IPS, among others in different geographies. We expanded into Identification & Security, Industrial Automation and Life and Analytical Sciences, and most recently ventured into interactive, educational and fun-based learning experiences.

Over the years, we have grown from a distributor to a solution provider, and we started our own manufacturing facility. Currently, we offer innovative solutions in science, engineering, education and technology through our subsidiaries including Maritronics, ScreenCheck, ATLAB, Emphor DLAS and Emphor IPS, among others. With headquarters in the UAE, Saudi Arabia, and India, we are committed to advancing industries and serving the greater good. Achieving a consistent 30 per cent year-on-year growth in the Middle East and globally, we continue to lead with pioneering solutions that define industry standards and inspire future advancements.

How is Centena Group aiding data centres with advanced technology solutions?

ScreenCheck, our security and identification division, plays a crucial role in enhancing the security and operational efficiency of data centres through its specialised security and energy management systems, by delivering robust security solutions through the integration of advanced identification and access control systems. This encompasses biometric access controls, Radio Frequency Identification (RFID)-based monitoring, and smart card systems, ensuring that only authorised personnel can access critical areas within the data centre.

Furthermore, our video surveillance systems along with RFID technology, provide a multi-layered security approach. Real-time video footage enhances monitoring capabilities while RFID tracking ensures precise control over personnel and asset movement, enabling to take rapid action against unauthorised access or suspicious activities. Additionally, ScreenCheck offers visitor management solutions, which further bolsters the security framework and helps data centres comply with stringent security requirements.

Another cornerstone of our offerings is Uninterruptible Power Supply (UPS) systems which guarantee uninterrupted power supply during outages or fluctuations, safeguarding sensitive data and equipment from potential damage and ensuring uninterrupted data centre operations.

What are some of the most recent innovations introduced by your subsidiaries like Maritronics, and LabSpace?  

We at Centena Group are proud to offer a range of innovative solutions through our subsidiaries. Our maritime brand, under Maritronics, EDGE, has launched a range of technological innovations that increase the safety of seafarers and vessels. Our navigation solutions, such as the Fibre Optic Gyro, deliver superior accuracy, reliability, and quicker settling times compared to traditional gyrocompasses. Along with this our radar, Integrated Bridge System, AIS, and automation solutions, are also setting new benchmarks in performance, user-friendliness, reliability, and cost-effectiveness.

LABSPACE represents another exciting frontier where we lead in pioneering design innovations that stimulate creativity and innovation within laboratory environments, by providing comprehensive solutions from initial planning to execution, across sectors ranging from education to oil and gas. With our state-of-the-art facility in the UAE and extensive experience across diverse industries, we extended our capabilities to offer turn-key solutions in select segments, ensuring that we meet the unique requirements of each project.

What are the recent advancements in the Maritime sector?

The evolution of marine communication systems is defined by the integration of satellite communication, automation, enhanced navigation, cybersecurity and environmental monitoring. Vessels now rely on satellite systems for global connectivity, with automation and remote monitoring streamlining operations and advanced navigation technologies ensuring precise tracking and collision avoidance, while cybersecurity measures protect against threats. Furthermore, regulations such as MARPOL demand environmental monitoring and compliance. These trends highlight the need for reliability, bandwidth, cost-efficiency and regulatory compliance.

Recently, the demand for maritime solutions has shifted significantly. For example, the Baltimore ship collision highlighted the need for enhanced redundancy while rising pirate attacks underscored the importance of security and tracking. Maritronics addresses these challenges with advanced engineering solutions that prioritise safety, efficiency, and environmental stewardship. Our Integrated Bridge Systems offer redundancy and real-time decision-making capabilities, tailored to meet modern navigation and communication needs. As a result, we have seen a notable increase in global inquiries and orders, reflecting evolving customer requirements worldwide.

How is Centena Group utilising artificial intelligence (AI) and machine learning (ML) in its technology solutions?

At Centena Group, we approach challenges by blending both empathy and cutting-edge technology to meet the needs of our customers effectively. Within our security and identification division, ScreenCheck employs AI for advanced biometric access control systems, which improve the accuracy and reliability of facial recognition, fingerprint scanning, and iris recognition. These systems continuously evolve through machine learning, adapting to new data for enhanced performance. In industrial process solutions, AI and ML are integral to predictive maintenance and network leakage detection using data from analysers and flow meters. Meanwhile, ML optimises safety measures in our analyser solutions, ensuring robust operational control. Across our Life Analytical and Material Testing division, AI and ML streamline processes, delivering faster and more precise results. Our commitment extends beyond incorporating AI and ML into our solutions. Through our educational initiative, ATLAB collaborates with schools and universities to introduce AI and ML in engaging, fun-based practical ways. This approach aims to equip the next generation with key skills needed to address future challenges and contribute to building an efficient and sustainable world.

How is Centena Group contributing to the field of electronics, particularly through its solution EDGE?

Electronics are integral to global technological advancement and at Centena Group, we recognise its pivotal role. EDGE, our latest solution from Maritronics, integrates cutting-edge navigation, communication, and automation technologies to enhance safety, efficiency, and performance at sea. Our R&D team is actively developing new technologies to ensure these solutions are both advanced and cost-effective for widespread adoption.

We remain committed to pushing the boundaries of advanced solutions and setting new standards in safety, efficiency, and operational excellence across all industries, thus contributing to overall economic growth and quality of life.

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Tech Interviews

Huawei’s IDS Sets New Standards in Energy Management

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Integrator Media had an exclusive interview with Jason Li, President of Marketing & Solutions Sales, Huawei Electric Power Digitalization Business Unit. Here in this interview the Integrator discusses how Huawei’s Cloud-Edge Synergy and High-Speed Power Line Communications are Revolutionizing the Power Industry and what sets it apart from traditional power distribution solutions.

What is Huawei’s innovative Intelligent Distribution Solution (IDS) presented at the 26th World Energy Congress?

Huawei presented the innovative Intelligent Distribution Solution (IDS) at the 26th World Energy Congress in Rotterdam. IDS is built on a unique “cloud-pipe-edge-pipe-device” framework, which includes an on-premise private cloud as the digital foundation, both wired and wireless solutions for the backhaul network, an all-in-one edge computing unit (ECU) for lean management, and next-generation high-speed power line carrier communication (HPLC) on the low-voltage side. This comprehensive approach enables real-time measurable observations that empower utility providers to optimize their operations, reduce costs, and improve customer satisfaction by identifying and repairing faults before power outages occur.

What sets Huawei’s IDS apart from traditional power distribution solutions, especially considering its cloud-based approach?

Traditional power distribution solutions mostly rely on isolated systems, preventing data sharing. Huawei’s cloud-pipe-edge-pipe-device architecture is one generation ahead of this approach. Additionally, Huawei focuses solely on building industry-leading digital foundations to facilitate the construction of intelligent power distribution networks.

The HPLC and all-scenario backhaul network solution builds highly reliable target networks, resulting in a 99.5%-meter reading success rate and a 100% point-to-point meter reading success rate.

Concentrators, distribution transformer monitoring devices, gateway meters, and distributed PV/charging pile gateways are integrated into ECUs, reducing the total cost of ownership (TCO). Meanwhile, platform-based hardware and app-based software architectures and products fulfill the future’s evolution requirements for the next 10-20 years.

Moreover, IDS facilitates cloud-edge synergy, enabling power enterprises to shift from single-point digitalization to architecture-supported, evolvable, open, and systematic intelligence, with quick service rollout and significant O&M efficiency improvement.

Can you elaborate on the functionality of the innovative “cloud-pipe-edge-pipe-device” framework?

IDS is an overall solution based on the cloud-pipe-edge-pipe-device architecture. On the cloud side, an on-premise private cloud is recommended as the digital foundation, unlike in a traditional virtualization model. The private cloud enables five enablement capabilities, including R&D enablement, application enablement, data enablement, AI enablement, and integration enablement, as well as four synergies: application synergy, data synergy, AI synergy, and O&M synergy.

For the backhaul network, fiber is the key strategic asset, a technology that will keep evolving for the next 30 years, and is reachable, familiar, and manageable. It also supports multi-service development, such as home broadband. Additionally, a wireless private network is also a good choice if the spectrum is ready. However, we recommend a private network rather than a public network here, considering the requirements for data security, high reliability, high quality, and low latency.

At the edge, the edge computing unit (ECU) is the lean management carrier, functioning as a smartphone, which replaces multiple terminals such as the Transformer Terminal Unit (TTU), Data Transfer Unit (DCU), and gateway. It is the ‘brain’ of the district and a vital component of the Intelligent Distribution Solution (IDS).

For last-mile connection, High-Speed Power Line Communications (HPLC) is the key to low-voltage transparency, supporting data collection in minutes, massive interactive connections, and topology identification, and delivering a 99% collection success rate. With the Intelligent Distribution Solution (IDS), we can achieve power outage alarms within 1 minute, fault locating within 3 minutes, and line loss analysis within 15 minutes.

How Huawei’s Intelligent Distribution Solution has demonstrated its effectiveness in practical applications?

Here, I’d like to give you an example of State Grid Shaanxi, where we developed an intelligent distribution solution with our partners. We helped State Grid Shaanxi build a digital foundation featuring “cloud-pipe-edge-pipe-device” synergy, enabling the company to evolve from single-point digitalization of power distribution rooms to architecture-supported, evolvable, open, and systematic intelligence.

Four key technologies are deployed in the digital foundation:

  • • First, the ECU integrates multiple gateways in the transformer district and functions as the smart brain of the edge. It’s like deploying a smartphone in the district. The cloud-edge synergy technology supports the unified upgrade of 100,000 devices in the districts within 40 minutes. Different policies can be defined at each transformer district for flexible district autonomy. This way, transformer district managers can become mini-CEOs with stimulated creativity.
  • • Second, we deploy optical fiber and wireless networks for backhaul. In urban areas with essential loads, 100% optical fibers are used, and GPON supports real-time access to multiple services. In other areas, wireless networks are used to quickly access various terminals and distributed new energy at low costs.
  • • The third is the HPLC dual-mode technology, which solves the problem of last-mile communication. The latest version of HPLC can deliver 99.9% communication reliability, supporting minute-level data collection and second-level control for low-voltage transparency.
  • • Fourth is the cloud-based unified enterprise digital platform, which acts as the smart OS of enterprises. By building the enterprise-level unified data foundation, unified AI model factory, and unified IoT platform, enterprises can accumulate know-how assets and make digital capabilities easy to use.

Based on the digital foundation and the open ecosystem, State Grid Shaanxi has implemented topology identification of the transformer, meter box, and household meters at the low-voltage side. In blind tests, the accuracy reaches 100%, the daily frozen data collection success rate reaches 99.98%, abnormal events are reported within 1 second, and power outages are notified within 3 minutes.

This is only the beginning. By enabling mini-CEOs to master digital capabilities, customers can deploy various digital technologies in different scenarios.

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Tech Interviews

Transforming Architectural Design: Lifesize Plans’ Augmented Reality Journey

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Integrator Media had an exclusive interview with Georges Calas, CEO of Lifesize Plans Dubai. The Q&A delves into Lifesize Plans Dubai’s innovative approach to architectural and construction planning through the integration of augmented reality (AR) technology. It explores how Lifesize Plans uses advanced projection technology to showcase building floorplans in a true 1:1 scale, allowing clients to visualize their projects with unprecedented realism.

  1. Could you explain Lifesize Plans’ approach to integrating augmented reality with traditional architectural and construction planning? How did this idea originate?

Lifesize Plans Dubai, headquartered in Australia, offers a unique service of projecting building floorplans in a true 1:1 scale using advanced integrated projection technology, allowing clients to walkthrough floorplans in real size before construction begins. Additionally, Lifesize Plans leverages augmented reality to further enhance clients’ visualization of their projects.

Lifesize Plans’ approach to integrating augmented reality with traditional architectural and construction planning is both innovative and practical, offering clients a collaborative space where they can actively participate in the pre-construction planning process. It goes beyond conventional floorplans, offering clients a comprehensive visualization of their projects through AR, including interior and external landscaped areas, providing clients a clear understanding of how their project will look like upon completion.

Lifesize Plans introduced AR as an additional advantageous tool aimed at streamlining the pre-construction process. Traditional architectural and construction planning methods often encounter limitations, particularly in effectively conveying the spatial experience through 2D drawings and static renderings, which can result in client misunderstandings. Hence, the integration of advanced technology and AR into the pre-construction phase benefits all parties involved, facilitates clear communication and ensures successful execution of projects. 

  • How has the introduction of AR technology transformed the client consultation process at Lifesize Plans?

Integrating AR has significantly transformed the client consultation process at Lifesize Plans Dubai. Some benefits include:

Enhanced Visualization: AR allows clients to visualize their project in a more immersive and realistic manner. Instead of relying on 2D drawings or static renderings, clients can clearly visualize a virtual representation of their future space.

Real Time Changes and Improved Communication: AR facilitates live adjustments to floorplans during pre-construction. This level of interactivity enables clients to experiment different designs and observe the outcomes of their decisions, also fostering streamlined communication between clients and professionals.

Time and Cost Efficient: By visualizing and adjusting floorplans in real-time, clients can swiftly identify risks and minimize costly revisions during construction. This streamlined process facilitates quick decision-making, ultimately saving both time and money.

  • What are some of the major technical challenges you’ve faced while developing and implementing these AR services?

Incorporating advance technology including AR into diverse processes poses several technical challenges, including the following:

  • Companies must consider the financial constraints associated with developing and deploying AR solutions. Customizing AR apps can range from a few thousand dollars to six figures, depending on complexity and features.
  • Companies often worry about skill/technological gaps and may lack expertise in AR development, use-cases, and maintenance. Bridging these gaps requires proper training and upskilling of the workforce.
  • Allocating financial and human resources to AR implementation is challenging. Organizations must balance competing priorities to ensure AR projects receive adequate attention.
  • Convincing top management to invest in AR technology can be difficult. Demonstrating clear benefits and ROI is essential to gain buy-in from decision-makers.
  • As AR services become more widespread, privacy and safety issues arise. Companies must address cybersecurity threats and comply with regulations to protect user data and maintain trust.
  • Some stakeholders may have misconceptions about AR, leading to resistance or hesitation. Educating executives and users about the potential benefits of AR is crucial.
  • In what ways do you believe Lifesize Plans’ technology sets it apart from other companies in the architectural and interior design industry?

Lifesize Plans Dubai’s advanced technology is an effective tool in the architecture, interior design and construction industry, standing out as a unique concept for various reasons.

  • The technology allows individuals to walkthrough future projects before construction begins in a true 1:1 scale, providing a level of realism and spatial understanding that traditional 2D renderings often lack. Lifesize Plans’ AR services also provide detailed, immersive visualization, further allowing clients to engage with their projects.  
  • Clients can make live changes to floorplans during pre-construction to see immediate effects of their choices, facilitating quick decision-making to align with their vision.
  • Lifesize Plans enhances virtual projections by integrating faux furniture and props to, allowing clients to interact with and experience the layout and functionality of the space, while also savings costs for real estate developers by eliminating the need to invest in showcases villas, apartments, etc.
  • As the CEO overseeing operations at Lifesize Plans, what have been your biggest learnings from integrating such advanced technology into everyday business processes?

Lifesize Plans’ integration of cutting-edge technologies has not only enhanced business processes but also revolutionized the interaction between clients and professionals revolving around architectural and interior designs. The combination of immersive experiences, collaboration, and efficiency has been a game-changer for the company but also sets new standards within the industry. Here are some of my learnings:

  • Using advanced technologies has transformed client engagement and collaboration as it allows clients to explore future spaces in detail and visualize them before it is built. 
  • Integrating advanced technologies is both time and cost efficient, streamlining designs and planning phases.
  • Advanced technology enables stakeholders to make quick, improved, and realistic decisions. Whether it’s choosing finishes, evaluating spatial layout, or assessing overall aesthetics, having a tangible representation helps clients and professionals alike, contributing to successful project outcomes.
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