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The digital transformation of small and medium-sized enterprises and smart cities in the Middle East and North Africa (MENA) is driving regional software spend to top US$6bn, industry experts have announced

The MENA region is a fast-growing digital transformation market as organisations seek greater business agility, a better understanding of customer needs and trends, and an expansion of emerging technology innovations. In particular, software spending is the fastest growing technology sector in the MENA region, rising by 11 per cent to a record high of US$6.2bn in 2018, according to Gartner.

In anticipation of digital business growth, SAP, a technology company with 12 MENA offices, is advancing its senior leadership to support digital transformation. SAP provides packaged software solutions for 25 industries and seven business lines across on-site, cloud and hybrid environments.

Zakaria Haltout moves from leading the channel partner programme as vice-president of Global Channels and General Business, SAP MENA, to managing director, SAP UAE. Julien Bertin moves from managing director, SAP UAE and Oman, to vice-president of Channels for Emerging Markets, SAP.

Zakaria Haltout will advance SAP’s five-year US$200mn UAE investment plan, onboarding customers to SAP’s local cloud data centre, and support Expo 2020 Dubai as a premier partner. Julien Bertin will expand and specialise channel partners, which primarily support small- and medium-sized enterprises. SAP is seeing strong interest in digitally transforming financial processes, e-commerce, procurement, and talent.

Gergi Abboud, senior vice-president and general manager, SAP Middle East South, said, “Record MENA software spend shows that organisations value real-time operations to drive digital business success, from Smart Cities and mega-events, to digital oilfields and connected malls.”

“Our regional leadership advancement optimises our talent to continue to grow our UAE ecosystem and channel business. I am confident that the leadership skills of Zakaria Haltout and Julien Bertin will support our strategy with a customer-first approach,” he added.

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