Extreme Networks casts its digital net far and wide in the Middle East region

Unveils industry-leading digital twin capabilities at GITEX Global 2023

Extreme Networks, a global leader in cloud networking, presented unique digital twin capabilities as the highlight of its presence at GITEX Global – the world’s largest tech and startup event – held at Dubai World Trade Centre from October 16-20, 2023.

The North Carolina-headquartered company also supported the mega event’s connectivity.

Extreme Networks deploys its digital twin ecosystem in ExtremeCloud IQ, an end-to-end cloud management platform with improved visibility and control over an entire network.

When in possession of a digital twin of their network, Extreme Networks customers can simplify staging, validation and deployment of switches and access points from the cloud while significantly reducing the time it takes to complete a deployment.

The platform is equipped with machine learning and AI features to help IT teams minimise mean time to resolution, distinguish network anomalies and verify and trust proactive insights.

At GITEX Global 2023, Extreme Networks also showcased its newly launched regional data centre (RDC) in the UAE, set up to facilitate AI-driven networking and data sovereignty. The RDC currently manages 5,000+ devices from 300+ customers.

John Morrison, Senior Vice President (EMEA), and Maan Al Shakarchi, Regional Director (META), Extreme Networks, jointly answered queries about the company in an interview at GITEX Global 2023.

Excerpts from the interview:

Can you provide a perspective on Extreme Networks in the Middle East, Turkey, and Africa?

Maan Al Shakarchi: Extreme Networks has a strong presence in the Middle East, Turkey, and Africa, with our regional head office in Dubai. We have operations in Saudi Arabia, Turkey, and South Africa and are expanding further.

The Middle East region is crucial for us. The region is exceptionally dynamic, with a strong appetite for technology and innovation.

We have noticed a significant surge in technology adoption across various regional countries.

The UAE, for example, is a leader in adopting advanced technologies like AI, driven by government initiatives. We also witness similar growth in Saudi Arabia, a massive market with extensive infrastructure development.

African governments are rolling out electronic and digital services to transform citizens’ lives.

Why is the Middle East region important to Extreme Networks?

John Morrison: The Middle East is vital for Extreme Networks due to its tremendous growth potential. The region has several key aspects to consider. First, countries like the UAE have highly advanced economies and are known for their innovative approach to technology adoption. The UAE is a fascinating market that demonstrates the potential of technology applications.

Secondly, when we look at Turkey and Africa, we see enormous growth opportunities.

Networking is not just about connectivity; it’s about delivering a digital experience. As businesses, governments, and educational institutions rely on digital networks, the quality of the network directly influences people’s experience.

In Africa, especially, we see a young and rapidly growing business environment quickly transitioning into the digital world. This presents a significant opportunity for companies like Extreme Networks to grow and make a difference.

Can you share some successful projects or ventures in the African market?

John Morrison: We have had significant successes in the African market, particularly in the financial and banking sectors.

Banking and finance are crucial in Africa because they provide the capital necessary for business growth. These sectors are also innovating rapidly by integrating mobile networking and digital engagement to enhance their services.

In Kenya, we have made substantial progress and see enormous growth potential. Kenya, in particular, is a young country with a booming business and entrepreneurial scene, and they are rapidly adopting digital solutions. This presents an opportunity to explore what can be achieved and substantial growth potential for a company like Extreme Networks.

Apart from finance, we have also made inroads into sectors like healthcare and government. As economies grow, the quality and range of government and healthcare services also expand.

For instance, we have collaborated with the University of Pretoria in the education sector and worked with government bodies like the City of Cape Town and the Ministry of Communication and ICT in Kenya to develop digital infrastructure for various services nationwide.

How does Extreme Networks ensure data integrity and protection in the context of growing cybercrime?

John Morrison: Extreme Networks emphasises data security and integrity. We follow several fundamental principles to safeguard data.

Firstly, our cloud management and analytics capability is ISO-certified to various standards, including ISO 27001, ensuring data security within our network. Importantly, we do not just certify entire data centres; we certify down to the application level, a unique industry feature.

Secondly, we provide a complete cloud continuum, allowing customers to choose the level of cloud integration that suits their needs. This includes cloud management and analytics options, hybrid cloud setups, and private cloud solutions, which can be built on-site using our edge cloud technology.

Our network is designed to be secure by default. We use a two-fabric layer, which allows us to segment traffic by function, ensuring that data remains isolated and protected. Even if a device is connected to the network, it cannot access areas it is not authorised to, preventing unauthorised access.

Lastly, we are working on launching a Universal ZTNA (zero-trust network access) capability, which will be based on a zero-trust posture for users and devices. This approach focuses on securing the user or device at the edge of the network rather than relying solely on traditional firewall access to the network.

GCC governments prioritise data sovereignty. How does Extreme Networks address this concern?

Maan Al Shakarchi: Data sovereignty is a significant concern for GCC [Gulf Cooperation Council] governments, and Extreme Networks is highly flexible in addressing this issue.

To better meet the data sovereignty requirements, we recently launched a regional data centre in the UK, which brings data closer to our customers, reducing latency and enhancing security by keeping data within the region.

We are actively exploring additional countries to establish more regional data centres and our existing centres worldwide.

This focus on data localisation is crucial to meeting the specific requirements of provincial governments and organisations.

What critical pain points do your customers want to address with technology solutions?

John Morrison: One of the primary questions our customers are asking is: How can AI transform their businesses, and how can they leverage technology for better business insights, analytics, cost control, revenue improvement, and enhanced customer service?

The main objective for many customers is to harness technology to improve their overall operations.

At Extreme Networks, we provide the foundational infrastructure for digital services. A robust and reliable network is essential to kickstart the digital journey.

For instance, we have worked with iconic institutions like Manchester United, ensuring that fans at Old Trafford have a seamless Wi-Fi experience, even in a stadium filled with 75,000 people.

Do you have plans to be involved in major global events like the FIFA World Cup?

Maan Al Shakarchi: While confirming our participation in upcoming events like the FIFA World Cup is too early, we actively engage with various organisations to explore opportunities.

We have established partnerships with notable sports organisations, including Liverpool Football Club, and have deployed our technology at sports venues like Yas Marina Circuit in the UAE.

We see a growing interest and potential in the sports industry, especially in countries like Saudi Arabia, which invest significantly in this sector.

Sports is a promising vertical for us, and our solutions offer unique value in this context.

Can you share insights on Extreme Networks’ sustainability goals?

John Morrison: Sustainability is a top priority for Extreme Networks. We have a Chief Sustainability Officer overseeing our efforts in this area. We have launched access points with the lowest power consumption ratings in the latest app.

We are also examining our entire supply chain to identify ways to reduce our carbon footprint and enhance sustainability. Power consumption is a significant aspect we can directly address.

For example, our products have features that allow for dynamic power optimisation, adjusting performance based on network utilisation, which helps reduce energy consumption.

How important is it for a technology company like Extreme Networks to engage with clients in both the physical world and the metaverse?

Maan Al Shakarchi: Face-to-face client engagement remains invaluable, and events like GITEX Global are instrumental in building trust and fostering relationships.

While technology, like the metaverse, has gained attention, it is unlikely to replace physical interactions entirely. People naturally desire in-person connections and understanding. However, as technology advances, we might see a hybrid approach where augmented reality and the metaverse complement traditional physical encounters for business purposes.

Featured image (L-R) Maan Al Shakarchi and John Morrison at the Extreme Networks stand at GITEX Global 2023.

Last Updated on 1 year by Arnold Pinto