Lexar MEA expansion: momentum built with partners

At the core, growth comes from “The Lexar Way.” Specifically, the company co-builds the channel through training, consumer engagement, and incentive programs—so partners can move faster and serve customers better. Consequently, retailers gain the resources and product knowledge to match users with the right cards, readers, SSDs, and DRAM. In turn, this partner-first model has underpinned demand over the past three years.

“For nearly 30 years, Lexar has been empowering the world with memory innovations,” said Fissal Oubida, General Manager – Middle East, Africa & India. “Ultimately, our rapid growth in the region reflects rising demand for reliable memory solutions and the strength of our retail partnerships. Therefore, expanding our footprint demonstrates a long-term commitment to a market that’s become a hub for imaging innovation and creativity.”

Lexar MEA expansion at GITEX: what creators and gamers will see

At GITEX Global 2025 (Hall 1, Stand H1-25), Lexar plans to spotlight professional-grade memory cards, high-speed card readers, portable SSDs, and performance DRAM—solutions tuned for regional workflows. For creators, that means faster offloads, smoother edits, and simpler backup routines. For gamers, it means quicker load times and more responsive systems with NVMe upgrades and reliable storage tiers. Additionally, visitors can expect hands-on demos and guidance on selecting media for mirrorless bodies, cinema cameras, and gaming rigs. Notably, the team will translate specs into practical choices for real-world use.

Partner enablement that scales across MEA

To keep pace with demand, Lexar runs channel seminars and roadshows across the region. During these sessions, product details become clear use cases—from 4K/8K capture on CFexpress to hybrid creator–gamer setups. Furthermore, the company invests in localized education so floor staff can explain speed classes, endurance ratings, thermal behavior, and backup best practices. As a result, customers leave with the right media for their device and workload.

“Going forward, Lexar will continue to consolidate its regional presence,” added Oubida. “In fact, GITEX is an ideal platform to extend collaborations, strengthen local partnerships, and introduce new offerings tailored to MEA consumers.”

Why the Lexar MEA expansion footprint matters for end users

Availability matters. Because the retail network is broader, buyers can compare products in person, ask questions, and walk out with the right kit the same day. Moreover, consistent access improves creator and gamer confidence—especially when tight deadlines depend on fast cards and dependable SSDs. In practical terms, the 5,000-store milestone shortens the path from idea to delivery. Likewise, it supports regional growth in content creation, esports, and professional imaging.

Looking ahead

Expect continued product rollouts and deeper collaboration with resellers. Next, the roadmap includes more education-first initiatives, clearer in-store guidance, and expanded after-sales support. Ultimately, photographers, videographers, streamers, and gamers will gain a simpler, more reliable way to upgrade daily tools. In summary, Lexar’s partner model and retail reach position the brand to scale with MEA’s demand.

Bottom line

The Lexar MEA expansion is about reach, relevance, and reliability. With 5,000+ stores and a strong showing planned for GITEX Global 2025, the company is doubling down on creators and gamers across the Middle East and Africa—therefore bringing pro-grade memory and storage closer to where people work and play.

Check Out Our Previous Post on RTX 50 student laptops: AI tools for school

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What is your main product to showcase at GITEX?   

We are showcasing our capture imaging solutions from our hardware and software; including ScanSnap and fi-Series scanners and PaperStream Capture Pro application.

How is the response from the customers?  

The response from the customers has been excellent. This GITEX has given us an opportunity to engage with partners in some instances that we have not seen for over 2 years. Partners have flown to Dubai from across the GCC, and it has been wonderful to be able to shake hands, meet those partners and look into their eyes while talking about our award-winning capture application solutions.  

How do you penetrate your UAE customers?  

We operate a strictly 2-tier distribution channel. We sell our products to our distribution partners in the Middle East, and they in turn sell them to reseller partners across the whole GCC. We offer many local micro events in the region from Jeddah to Riyadh to Qatar, Oman, and Kuwait. 

What is the latest technology that you have presented on the market?  

We have now got our ScanSnap products available in Arabic which we were excited to showcase, as well as our latest fi Series product range, the fi-8000 Series.

Which country in the Middle East is playing its cards wisely in terms of business?  

We are currently the market leader, globally we have got a 36% market share. A market that we are seeing going through a radical change in Saudi Arabia, and we are noticing huge opportunities in this country. We have had a footprint in Saudi Arabia for the last 25 years and our intention over the coming months is to recruit more people here in the Middle East.  

What are your plans outside the region, such as in Africa?  

We have been in sub-Saharan Africa for the last 16 years. We have had our presence in South Africa for almost 25 years. The growth in Africa is certainly strong. There is a lot of focus on the African market right now. We equally hold as many activities as possible and events in sub-Sahara Africa. There are education partners showcasing our technology, and demonstrating to distributors the capabilities of our product, so we are treating both regions equally and putting in balanced investments.  How will the technology of scanners evolve in the next five years?  

I think we have seen a great transition in our industry. Nowadays, paper is already digitalized; we are seeing a shift and increased volume of workgroup scanners, which are smaller, more compact, and portable. We see banks utilizing them at the front end and customers facing the back end. Most recently we launched Clear Image Capture technology, a truly groundbreaking technology in our industry that is bound to set the bar high for capture. Clear Image Capture is a breakthrough proprietary optical technology innovation debuting in the Fujitsu fi-8000 series. True image rendering and color shift prevention deliver industry-leading OCR accuracy rates and image quality that surpasses the capabilities of standard CIS or CCD alone. And, as a more efficient optical technology, power consumption for every scan is reduced. It also enables the capture of the widest range of document types from 20gsm-465gsm – including A4 envelopes, cards, passports, or booklets up to 7mm thick.

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How’s your experience at GITEX and how well have you presented Aruba Instant On to the new customers?

GITEX has been tremendous. Aruba has been participating in the event for many years, and this one has been the best one so far. Specific to our Instant On portfolio, we have grown our business significantly. We are meeting our distributors who all have their own stands at GITEX and have been demonstrating our solutions. The one shift that we have witnessed is that GITEX traditionally used to be very focused on large enterprises, but this year there has been a strong representation from the SME sector. Our engagement with them has grown and we have seen a very positive response to our Instant On brand which is a perfect match for SMEs. We see a huge growth opportunity not just in UAE, but also in countries like Saudi Arabia, Egypt and Qatar.

Give some quick insights into the activities which are happening at GITEX.

With Instant On we are doing four things. Firstly, we are showcasing the product and the cloud-based mobile app through demos. The second thing is we are conducting presentations for our partners and distributors to show them what our road map looks like in 2023. This is important so that they prepare their go-to-market strategies ahead of time. Thirdly, there is a push for us to deliver our Instant On portfolio through. This increases the ability to deliver our products through e-commerce marketplaces. This is one area that is ramping up very quickly in the Middle East as there are a lot of small companies and large distributors that are trying to move their presence online in this region. We want to be at the forefront of this and we are engaging with e-commerce partners who are also exhibiting at GITEX. The last one is the service providers.

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His Excellency Omar Al Olama: “My office has partnered with GITEX to ensure that we’re not just showcasing technology, but inventing and developing technology”

Dubai will transform into the ultimate digital epicentre of the world next month, as the UAE hosts the world’s largest tech show, converging the most advanced companies and best minds to deep dive into the making of the Web 3.0 economy.

From 10-14 October 2022 at the Dubai World Trade Centre, GITEX GLOBAL returns, its largest ever edition featuring 5,000 companies spanning 26 halls and two million sq. ft of exhibition space, at an extraordinary 25 percent year-on-year increase, pushing its capacity limit at the venue.

Scale of GITEX GLOBAL 2022 reflects digital ambitions of UAE and the region

The five-day event’s record size and continued expansion mirrors the ambitions of the UAE and region’s digital transformation movement, as government initiatives such as the National Program for Coders, the Dubai Metaverse Strategy, and Next GenFDI propels the UAE to the forefront of the global digital economy.

This is amplified by new GITEX GLOBAL 2022 launches of X-VERSE sponsored by TMRW Foundation in collaboration with Decentraland, one of the world’s most immersive metaverse journeys featuring 28 experiential brands; and Global DevSlam, the Middle East’s largest ever coder and developer meetup, both of which sold-out to a global audience within two months.

UAE companies also held the lion’s share of a record-breaking US$2.6 billion in start-up funding across the Middle East and North Africa in 2021, figures that underscore an additional hall and 30 percent increase to 1,000 exhibitors at GITEX GLOBAL’s start-up event, North Star.

His Excellency Omar Al Olama, Minister of State for AI, Digital Economy & Remote Work Applications, who delivered the welcome note at the official GITEX GLOBAL 2022 press conference today, said: “GITEX this year is bigger than ever. It spans two million sq. ft. with over 5,000 exhibitors from more than 90 countries, which makes this truly the biggest tech show in the world. This year, my office has partnered with GITEX to ensure that we’re not just showcasing technology, but inventing and developing technology.”

Global interest accelerates UAE and region as a rising tech hub of the world:

GITEX GLOBAL 2022 will welcome an unprecedented 52 percent new exhibitors this year choosing the show and the UAE as the first-choice partner in their market access strategies.

Influential UAE entities inspire R&D in transformative technologies:

UAE companies are shaking up the global tech scene with their bold undertakings and commitments in tech R&D and inventions, including Technology Innovation Institute (TII) a leading global scientific institution and the applied research pillar of Abu Dhabi’s Advanced Technology Research Council.

World’s largest Public-Private Partnership creation platform:

GITEX unifies the participation of 250 government entities leading strategic digital projects and public-private partnerships, with Digital Dubai Authority and Abu Dhabi Digital Authority among the UAE government bodies advancing smart city and digital projects.

H.E. Tariq Al Janahi, Acting CEO, Digital Dubai Authority, said: “Following the vision of H.H. Sheikh Mohammed Bin Rashid Al Maktoum, Prime Minister and Vice President of the UAE, and Ruler of Dubai, to digitalize life in the city, this year Digital Dubai’s participation at GITEX GLOBAL 2022, in partnership with 32 government and seven private sector partners, will showcase the latest digitalization solutions built by Dubai Government, also displaying future plans to build a holistic city-wide digital ecosystem ensuring Dubai becomes a global benchmark for building digital economies.”

H.E. Mansoor Al Marzooqi, Executive Director, Strategy & Innovation Sector, at Abu Dhabi Digital Authority, pointed out that the Abu Dhabi Government Pavilion at GITEX will be an advanced digital technology platform bringing together more than 30 government and academic entities, showcasing more than 100 innovative projects that highlight the Abu Dhabi government’s key achievements in the field of digital transformation.

“GITEX Global 2022 is a global tech platform that gives the Abu Dhabi government the opportunity to showcase new digital initiatives in government services, digital government solutions, data and artificial intelligence, cybersecurity, and digital enablement, all of which have been carefully developed to further strengthen Abu Dhabi’s digital capabilities, enabling, supporting and delivering a digital government that is proactive, personalized, collaborative and secure,” said H.E Al Marzooqi.

GITEX unveils world’s first public flight of eVTOL flying car X2:

XPENG, a leading tech company and EV manufacturer that designs, develops, manufactures and markets intelligent mobility solutions, has chosen GITEX GLOBAL 2022 to host an exclusive world’s first public flight of its pioneering eVTOL flying car X2 with the support of official partner, the Dubai Chamber of Commerce.

The avantgarde two-seater eVTOL flying car X2 is equipped with an intelligent flight control system and autonomous flight capabilities and is the latest generation of flying cars developed independently by XPENG’s affiliate XPENG AEROHT.

Dr. Brian Gu, Vice Chairman and President of XPENG, said the X2 produces zero carbon dioxide emissions during flight, and is designed with low-altitude city capabilities in mind, reaching a maximum flight speed of 130kms per hour.

The GITEX 3.0 edition features seven tech themes: North Star Dubai start-ups, Ai Everything, Future Blockchain Summit in association with VARA, Fintech Surge, Marketing Mania and two sell-out new launches of GLOBAL DevSlam and X-VERSE.

“2022 is associated with many transformative trends like Metaverse and third generation web technologies that are unknown, amorphous and bourgeoning,” added LohMirmand.  “These and other frontier techs can only finally impact our societies when there’s large scale expert discourses, collaborations and experimentations by protagonists and detractors. This is GITEX 3.0, where the decentralisation of the economy puts the power in the hands of every delegate in GITEX to participate in the shaping of our urban future.

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What products and solutions will you be showcasing at GITEX Global 2022?

Veeam will use the event as a platform to share our company’s vision for the future of data protection and deliver live demonstrations of Veeam’s flagship single platform for cloud, virtual, physical, SaaS, and Kubernetes environments. We will also look to engage and enter into high-level discussions with its ecosystem of channel partners. Over the past year, Veeam has unveiled more than 30 product updates. Trade attendees visiting the Veeam stand at GITEX can expect to learn more about the following innovations among others:

• Veeam Backup & Replication v12 – Released as the most advanced data protection solution for cloud, virtual, physical, SaaS, and Kubernetes workloads, Veeam Backup & Replication v11 has been
  

  Mohamad Rizk, Regional Director, Middle East & CIS – Veeam

  downloaded by more than 850,000 users. The company has continued innovation and expansion of its expansive feature set with v12 by further hardening the capabilities customers need in today’s ever-changing IT ecosystem. The new version expands the ability to reduce business risk through improved data and systems security recoverability at scale

• Veeam Backup for Microsoft 365 v7 – As the Microsoft 365 backup market leader, with over 11M users under paid contract, the new version will include enterprise-grade monitoring and reporting capabilities as a result of integration with Veeam ONE, helping to keep systems and infrastructure running smoothly thanks to built-in intelligence
• Veeam Backup for Salesforce – Following the success of its Microsoft 365 product, the company will provide a demo of Veeam Backup for Salesforce, a much sought-after addition to Veeam’s portfolio. With the ability to back up in the cloud and on-premises, the new offering eliminates the risk of losing Salesforce data and metadata
• Kasten K10 v5.0 – the most complete enterprise data management solution to date purpose-built for Kubernetes. This latest release is focused on delivering a comprehensive risk management strategy, streamlined CI/CD pipelines, and new ecosystem advancement details that optimize and de-risk Kubernetes investments. These advancements all aim to help the expanding Kubernetes community work more efficiently and securely in cloud-native applications

What do you hope to achieve from your participation at the event this year?

Besides networking with customers, partners, and industry peers, we will present our brand and position as a global leader in modern data protection. Veeam’s YoY growth was more than double its nearest named top five competitors in the market. I can attribute much of our success to the relationships we have built and fostered at the event over the years and I expect GITEX 2022 to be no different. We expect to build a strong business pipeline by showcasing our innovations that will help customers drive business efficiency and agility, protect their data no matter where it resides, and ensure that they are well prepared for the next stage of digital transformation.

What will be your theme of participation at GITEX?

The theme of our participation will be around “Helping Organizations tackle Ransomware, Cloud and Kubernetes Challenges with Modern Data Protection.”

Where can trade visitors find you at GITEX?

Veeam will be exhibiting from Hall 7, Booth D-20

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What products and solutions will you be showcasing at GITEX Global 2022?

Nutanix will be sharing our company’s vision and strategy that emphasizes that enterprises should never settle for Cloud chaos, but rather, embrace a hybrid multicloud platform that prioritizes simplicity, flexibility, and freedom of choice.

Over the past year, Nutanix has re-packaged its solutions to make them even more simple, to offer a consistent operating model across all types of clouds: public, private, and hybrid. We are keen to demonstrate these innovations at GITEX:

• Nutanix Cloud Infrastructure (NCI): Providing complete software solutions including virtual compute, storage, and networking for virtual machines and containers, that can be deployed in private data centers on the hardware of the organization’s choice or in public clouds
• Nutanix Cloud Manager (NCM): If an organization is managing multiple cloud deployments, Nutanix can support by driving consistent governance across private and public clouds, helping custom
  

  Mohammed Abulhouf, Senior Sales Director, Middle East – Nutanix

  ers accelerate their cloud journey

• Nutanix Unified Storage (NUS): Nutanix supports a variety of workloads deployed anywhere – private, public, or hybrid by allowing software-defined storage for multiple protocols ((volumes, files, objects). This is a single point of management for all storage resources
• Nutanix End User Computing Solutions: This speaks to running applications and workloads anywhere, on any device supporting the new normal of remote work and remote learning
• Nutanix Database Service (NDB):Simplifies database management across hybrid multicloud environments for database engines such, as PostgreSQL, MySQL, Microsoft SQL Server, and Oracle Database

We’ve done just that with Nutanix Era, a Database-as-a-Service (DaaS) solution ‘On Your Terms’. In the same way, the Nutanix Cloud Platform has made IT infrastructure ‘invisible’, Nutanix Era is a database lifecycle management software that runs on the Nutanix Cloud Platform and empowers organizations to achieve invisible databases. Era can manage databases deployed on on-premises infrastructure and a public cloud of choice, making it a true multicloud solution ready to modernize databases.

What do you hope to achieve from your participation at the event this year?

As always, GITEX offers a brilliant platform to promote our brand. Most importantly, it’s a way to reconnect with our customers and partners at scale. We anticipate even more traffic coming in from the other GCC countries, such as Saudi Arabia – which is a hyper-growth market for us.

What will be your theme of participation at GITEX?

Nutanix will be exhibiting with the theme “Cloud on Your Terms” intending to help regional organizations master the art of Cloud freedom

Do you plan to run any activities alongside GITEX?

We are running a series of executive dinners during GITEX week and have several MoU signings that will occur at our stand.

Where can trade visitors find you at GITEX?

Nutanix will showcase its beautiful stand H6-A30 in Hall 6 at GITEX, which has been designed to be inviting, safe, and open space for great conversations. This year key alliance partners and resellers have been welcomed to participate along with the company. The focus is on emerging alliances including HYCU, ArcServ & Stratodesk.

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A Dataiku-commissioned YouGov study from earlier this year conducted in Europe, Middle East, and A

Sid Bhatia, Regional Vice President – Dataiku.

frica (EMEA) region showed that the United Arab Emirates (UAE) leads its EMEA peers in the leverage of data, data science, and artificial intelligence (AI). UAE respondents were the most convinced of the data’s utility, with 84% considering it essential compared with the EMEA average of 69%.

“We can see in the [YouGov] findings the need for a democratization of AI that will drive universal buy-in and organization-wide innovation,” said Sid Bhatia, Regional Vice President & General Manager for the Middle East and Turkey at Dataiku.

Dataiku’s main GITEX showcase will be its end-to-end Data Science Studio (DSS) platform, which systemizes AI and turns businesses into AI creators. Easy-to-use, unified, collaborative interfaces allow every business role to gain access to data and leverage it to add value.

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Theme

This year, our participation at GITEX will centre around the theme “Illuminate, Accelerate and Empower Every Digital Experience”. Visitors to our stand will have the opportunity to learn how Riverbed is evolving all parts of its Alluvio Unified Observability and Acceleration portfolios.

Solutions that Riverbed Will be Showcasing

At GITEX this year, we will showcase two industry leading product lines – Alluvio by Riverbed, our Unified Observability portfolio and Riverbed Acceleration. These portfolios represent the logical evolution of our company which this year has celebrated its 20-year anniversary.

Our Unified Observability software portfolio has been designed to provide IT with a unified view to see t

Ghassan Abou Rjeily, Regional Channel Sales Manager – META, Riverbed

hrough massive complexity and transform data into actionable insights across the entire digital ecosystem. This enables organizations to provide seamless digital experiences that drive enterprise performance for both the employee experience (EX) and customer experience (CX).

Expectations and Plans

The demand for and participation at in-person event has rebounded this year so we expect a heavily attended show that will present us with the opportunity to engage with customers, partners, and prospects from all across the region. We have set clear objectives for our presence at GITEX. These include evangelising attendees on the rapidly growing Unified Observability segment which is set to be a US$19billion market, and how Riverbed’s industry leading solution is complimented by our established Riverbed Acceleration portfolio.

Forward-Looking Plans

2022 has been a landmark year for Riverbed as it not only marked our company’s 20-year anniversary, but also saw us launch our new brand identity – including the new Alluvio by Riverbed portfolio for Unified Observability – reflecting the evolution of our company, technology, and the market. Our regional strategy is aligned with our company vision and our focus has been directed at building on the incredible momentum we have established in the Middle East, and Africa region.

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Speaking about the company’s presence at this year´s GITEX, Mohamad Rizk, Regional Director,

Mohamad Rizk, Regional Director, Veeam

& CIS at Veeam Software said, “against the backdrop of the pandemic, we have witnessed an acceleration of digital transformation initiatives across regional enterprises. This has brought with it a multitude of challenges and complexities relating to multi-/hybrid-cloud architectures and Kubernetes adoption. The incidence of ransomware is also on the rise. Within the region, 88% of UAE and 84% of Saudi Arabian organizations fell prey to ransomware attacks in 2021. We will use GITEX to showcase the innovations that will help our customers drive business efficiency and agility, protect their data, and ensure that they are well prepared for the next stage of their digital transformation.”

Over the past year, Veeam has unveiled more than 30 product updates. Trade attendees visiting the Veeam stand D-20, Hall 7 at GITEX can expect to learn more about the following innovations among others:

• Veeam Backup & Replication v12
• Veeam Backup for Microsoft 365 v7
• Veeam Backup for Salesforce
• Kasten by Veeam K10 v5.0

Veeam will also look to engage and enter into high-level discussions with its ecosystem of channel partners at GITEX. Providing advice to the channel community, Kinda Baydoun, Manager of Channels, Distribution and Alliances – Middle East & CIS at Veeam commented: “The cloud market continues to expand, and we are seeing more and more hyperscalers investing in the Middle East region by building their in-country data centres.”

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Simon Hill, Managing Director – EMEA and APAC at Vasion says

Speaking about the company’s participation, Simon Hill, Managing Director for and APAC at Vasion says, “over the past couple of years, we have witnessed companies embarking on their digital transformation journeys and the transition to the cloud has been one of the integral parts of their digitization process. Cloud-based solutions have made tremendous strides, driven by factors like business expansion imperatives, the remote work scenario as a result of Covid-19, smart city projects, and governmental initiatives. We have seen an increased interest and uptake of the PrinterLogic solution that helps organizations move their printing infrastructure to the cloud and improve their print security.”

PrinterLogic will be exhibiting from stand number H4-62, at GITEX Global, taking place between 10 – 14 October 2022 at Dubai World Trade Centre (DWTC).

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