Dell Software has been keen to use GITEX Technology Week 2013 to showcase its latest mobility solutions and present itself as a leader in enterprise mobility across software, hardware and services.

Faced with a deluge of mobile devices, companies today are struggling to transform physical workplaces into “digital workspaces” that enable employees to be more productive and efficient without overburdening IT teams.

“As part of Dell’s focus on delivering end-to-end enterprise mobility solutions, we’re supplying customers with innovative hardware, software and services to help them plan, deploy and manage new workspace models,” said Tom

Secureway aims to focus on security, virtualisation and cloud computing in 2014, according to the company’s CEO Fari Boustantchi, who caught

up with 60 Minutes at GITEX today.Being in the space for the last

Secureway to focus on security, virtualisation and cloud in 2014

60 MinsShow dates: 20-24 October 2013, Dubai World Trade Centre | AT GITEX TECHNOLOGY WEEK | Exhibition hours: 11am -6pm

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Dell Software presents new mobility offerings

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WHAT’S INSIDE

Qualcomm uses GITEX to sure up ecosystem

Gemalto experts highlight the mobile era

GITEX Interview: SafeNet

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Secureway ...eight years, the distributor has noticed the increased attention over security in the market, over the last two years.

“With organisations experiencing security threats over the last few years, they are more aware of the necessity of having a secure network,” Boustantchi said.

“But what is challenging is the fact that people move frequently in this region. Our job is to train more partners because we are in a leveraging business and that is done through one’s partners. The more partners we have, the more awareness we create in the market and are able to manage and execute projects.”

The company is displaying its entire range of portfolio at the

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“But what is challenging is the fact that people move frequently in this region. Our job is to train more partners because we are in a leveraging business and that is done through one’s partners.”

virtualisation and cloud computing. Boustantchi added: “Many of these businesses depend on each other, for example cloud without security and virtualisation does not exist. We want to operate in the same area for another next two years.”

2014 will also see the exit of certain brands along with some additions as well. This is because, according to Boustantchi, as a value added distributor, it cannot handle 30 brands.

“You need to have expertise on the products and that is only possible with an active team in relevant areas, which we have in our major brands showcased today,” he said. “So, there will be some exits but will also have more products next year.”

event, and has also introduced the executive security training programme – Mile2 –in the region, which is in line with the distributor’s focus for next year.

“What is new from us at GITEX 2013 is our executive security training called Mile2,” said Yannick Bourque, Sales Director, Secureway. “It is a well-known programme globally, and we are more than happy to bring Mile2 in the region.

“We have got good traction for this training solution at the event. We are glad to see an increased trend in security which is direct result of previous issues that were seen in the market.”

Apart from security, the company will also be focusing on

Fari Boustantchi, CEO, Secureway

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Qualcomm uses GITEX to sure up ecosystemChipmaker Qualcomm is using GITEX 2013 to firm up the regional ecosystem when it comes to smart devices, apps, and the networks that support them.

According to Ziad Matar, Senior Director, Middle East and Central Asia, Qualcomm, the vendor has been speaking to original equipment manufacturers (OEMs), app developers and local operators over the past four days.

“We have decided this year, after having spent five years in the Middle East, to actually move into the next gear and show everybody how a company like Qualcomm actually approaches the market. You can see different demonstrations at our booth – some of them are hardcore network technologies, some of them are more consumer

said. “Obviously once you set up a beautiful network and you have users with these fantastic devices, you want to fill them with apps and content and services, so that’s where the developers come in,” he explained.

Qualcomm is also paying close attention to the entry-level smartphone market, which is picking up speed in geographies like Africa and Central Asia.

“We’re seeing the impact of low-end and entry-level smartphones, breaking the $100-and-below barrier. It’s making the device a very democratic entity. Lots of strong players from the Gulf are starting their own local and regional device programmes, and actually exporting these devices into other markets,” Matar said.

Kendra, Vice President and General Ganager of Systems Management, Dell Software.

“Our latest mobility offerings and security enhancements are important steps in giving mobile employees reliable and secure access to the information and resources they need while empowering IT to bring it all together in an efficient, cost-effective manner.”

With new secure mobile access enhancements from SonicWALL, Dell Software can help customers meet demands for broader access to mission-critical applications, data and resources from a multitude of devices.

As part of Dell’s keen focus on

Security Appliance (NSA) Series Next-Generation Firewalls.

Dell brings first low-latency high-performance NGFW with 10 GbE connectivity to bandwidth intensive mid-sized businesses. The NSA Series delivers enterprise-class protection and application control while maintaining its ease-of-use.

The NSA Series Next-Generation Firewalls (NGFW) enable mid-sized organisations, branch offices, school campuses and government agencies to have multi-layered protection from sophisticated attacks and control over applications while also assuring optimal network performance and total of cost of ownership.

connected security, the latest release of the Dell SonicWALL Mobile Connect application is now pre-installed on all Windows 8.1 tablets and laptops, which extends Dell’s secure access capabilities to more mobile device and laptop platforms, including Windows, iOS and Android.

Dell Connected Security gives organisations the power to solve their biggest security and compliance challenges today — from the endpoint to the data center to the cloud — while helping them better prepare for tomorrow by mitigating risks to enable business.

The Mobile Connect application, in combination with the newest version

of the Dell SonicWALL E-Class Secure Remote Access (SRA) for enterprise appliance, provides mobile and remote workers using managed or unmanaged smartphones, tablets or laptops with simple, policy-enforced access to critical data without compromising security.

The new E-class SRA release v10.7.0 also provides an at-a-glance dashboard to streamline management of remote access status, and simplify access to more mission-critical applications, corporate Web sources, file shares and client server resources.

Also making its mark in the industry is Dell SonicWALL’s Network

technologies, and we also have some very cool developer support technologies,” he said.

Naturally, a large part of Qualcomm’s presence at GITEX revolves around the newly launched Snapdragon 800 processor, which has found its way into some of the latest top-end Android-powered smartphones. And more OEMs

are now interesting in using the processor, Matar said.

He added that Qualcomm’s discussions also focused on improving OEM channels. “We do work a lot with the OEMs themselves to make sure that their channel is open and clear, so we work with the distributors and the retailers and we do training programmes,” he said.

Meanwhile, Qualcomm’s discussions with the region’s operators centred on delivering better performance while at the same time consuming fewer resources. Matar said the vendor wanted to help them plan for the future.

The last piece of the puzzle comes with ensuring a healthy smartphone app ecosystem, Matar

Gemalto experts highlight the mobile eraMobile marketing has become a key industry focus in the Middle East as an increasing number of consumers use mobile channels to make purchasing decisions, according to Hsin Hau Hanna, VP Global Marcom, Gemalto.

“Here at GITEX, we hope to get brands excited about mobile marketing and the way it’s shaping up today,” Marcom said. “Dubai definitely has all the right ingredients to make this inevitable shift to mobile.”

Nadia Gonzalez, Vice President, Mobile Marketing, Gemalto, further explained the pivotal role of mobile marketing in a consumer’s decision-making process. She said that it’s something that has evolved over the years and is a major factor in driving customers to the point of sale, adding that mobile marketing opens doors to mobile commerce.

She also highlighted the primary goals of mobile marketing campaigns: “Ultimately, you want to gain the confidence of your

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customers, engage them with the brand and maintain transparency,” he said.

Earlier this year, Gemalto conducted a mobile marketing survey which surveyed 700 mobile phone users in Dubai, to understand how their attitudes to mobile marketing can affect the success of campaigns.

The survey highlighted four essential elements to consider while entering the mobile marketing space: permissions, understanding the

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customer, knowing your audience and relevance of your message.

The survey underlined the fact that mobile messaging is already part of everyday life in the UAE, with 99 percent of those interviewed receiving messages from chains, brands and their mobile operators.

The study also revealed that consumers have clear expectations regarding the way mobile marketing campaigns should be run: a of respondents majority insisted that their permission is asked before texts

are sent, that the sender is clearly identified, that an opt-out facility is provided and messages are pertinent to individual interests. Overall, 83 percent of respondents stated that such solicited text messages would be well received.

Another key finding of the research was the UAE residents’ preference for immediate and tangible benefits out of mobile marketing campaigns; 46 percent favored instant rewards or discounts and 32 percent showed appetite for regular updates from preferred brands.

“Given the UAE’s diverse population and vibrant media industry, the mobile phone can genuinely claim to be its true common denominator,” Nadia said. “With a remarkable penetration rate, it offers brands, chains and mobile operators the potential to turn mobile phones into the primary direct marketing channel to reach out to individual consumers across the country.”

GITEX Interview: SafeNetWhat is the main theme of your presence at GITEX this year?SafeNet’s main theme at the GITEX 2013 edition is structured around the notion of ‘Secure Breach’. SafeNet’s approach to security is built around the belief that the perimeter will be breached, no matter what. The solution is to think breach acceptance rather than prevention, which brings along the necessity to secure what matters, where it matters.

What are the key trends influencing your approach to GITEX 2013 and the offerings you are pushing? All current trend-lines lead to more data breaches. Enterprises are investing significant security dollars to extend the life of the obsolete breach prevention strategy, adversaries are continuing to innovate and thrive, and the extension of the enterprise into the cloud and onto mobile devices is greatly increasing the potential attack surface and the likelihood of accidental data exposure or loss. These trends all point to a consistent theme – security needs to be attached to the data, so enterprises can maintain control of the data even when it is deployed in the cloud or on mobile devices, and even when it falls into the hands of adversaries.

How have you seen the Middle East respond to those trends in

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Miguel Braojos, Vice President of Sales Southern Europe, Middle East and Africa, SafeNet

services. The market growth is expected to increase rapidly to over 45 percent by the end of 2013.

How do you think GITEX 2013 is different to previous editions?GITEX Technology Week has always been a platform for companies to showcase their latest technologies and solution and with so many developments in the field this year. The 2013 edition has brought forth notable launches, especially in the field of cyber security. GITEX remains the number one IT and technology exhibition in the Middle East and this year we have been looking forward to an even bigger edition, as well as the new platforms added to the programme.

How important is GITEX as a platform and event to your organisation?Events such as GITEX Technology Week are very important for the IT and technology industry. It is a great opportunity for us to unveil new products and solutions, but also so establish roots for new business, in order to expand our reach in the Middle East market. It acts as useful platform to develop new partnerships and also have an overview of the other vendors on the market, so we can better position ourselves in the future.

question, and how did you think that will change over the next year?The cloud security software market is one that holds great potential, but still a rather new segment. This market witnessed growth, particularly after the

2008 economic downturn, which also coincided with the emergence of cloud-specific threats. To ensure the migration to cloud services while providing data security, companies started adopting cloud security and protection

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Web Coordinator Jarris Pedroso Photographers Jay Colina, Abdul Kader

HighlightsWhat is the top reason you invest in GITEX — do you see a healthy return on your investment, or is it more about presence/visibility? Participating in GITEX is one of the yearly highlights for any technology vendor and not only because of the opportunities to interact with existing customers and partners, but also because of the potential to develop new business. But aside from the ROI, the most important reason is to promote SafeNet’s innovative solutions through a targeted platform which we see a need to be part of year after year. Our presence there for the ninth time in a row proves just that.

What are your company’s main recent achievements in the Middle East market?SafeNet has had a local office in Dubai since 2009. Since the opening, the revenue has more than tripled, with a 20 percent year-on-year growth in 2012, which has been a very performing year for SafeNet in the Middle East. With the revenue growing and the market expansion, SafeNet’s local team size has doubled, with local presence now in Saudi Arabia and South Africa, and a reinforced presence in Dubai. SafeNet now has more local resources to provide a better support and handle customers/prospects requests in a timelier manner. This is further proof of SafeNet’s investment and commitment to the region, as the trusted DP leader, together with our Arabic team members.