Channel Vision Strategy: Empowering cyber resilience

Military-grade hardware cybersecurity solutions

In the MENA region, GCC countries like the United Arab Emirates (UAE), Saudi Arabia, and Qatar have accelerated digital transformation and are attracting significant investments from global technology giants. However, this rapid adoption of new technologies, compounded with the shift to allow individuals the flexibility to work anywhere, brings increased risks, urging organisations to proactively manage cyber threats from remote workforce, critical sectors and cloud environments.

To combat the rise of cyber attacks contributed by the increased remote workforce, they have engineered the latest military-grade hardware cybersecurity solutions: SCA-LE and WiZ-Knight. SCA-LE is a compact and robust zero-client device that enables secure access to virtual desktops from any location. WiZ-Knight, the world’s smallest WIFI/4G/5G encryptor, isolates endpoints to ensure robust and secure wireless connections.

They are collaborating with partners in the MENA region to expand their presence in the markets. By leveraging ST Engineering’s cybersecurity and deep engineering expertise, they enable their partners to provide tailored cybersecurity solutions to the market. With their partners’ extensive market knowledge, they are establishing a sustainable partnership model that empowers cyber resilience in the MENA region, ensuring both agility and scalability.

Alfred Pang, Head of Enterprise BU/Product Sales Cybersecurity Products at ST Engineering and Eric Van Hoecke, Director Sales Middle East at ST Engineering, outline the company’s strategy to strengthen channel partnerships and drive regional growth in the Middle East through collaboration, innovation, and alignment with local partners.

How does ST Engineering plan to strengthen its channel partnerships in the Middle East?

Alfred: ST Engineering’s entry into the Middle East would need expansion through partner recruitment as a key element of our internationalisation strategy. Our goal is to achieve the majority of the fulfilment through channel partners. We will also have someone in the region with decades of regional experience to be responsible for building the channel pipeline by recruiting suitable partners. Eric, my colleague, has been recruited to do just that. ST Engineering’s global offices in Saudi Arabia, the United Arab Emirates, and Qatar would serve as a base to render responsive support to the partners in enablement and proof of concept.

Eric: ST Engineering’s global offices allow us to conduct in-depth demonstrations for our comprehensive suite of cybersecurity products, ranging from encryptors and cross-domain systems to secure trust computing devices. Designed for seamless integration into diverse environments with infrastructures to support remote workforce and critical sectors. We have to empower our partners to be well equipped with our products. It will be the most important strategy to strengthen channel partnerships in the Middle East.

What role do partners play in delivering your solutions across the region?

Alfred: At ST Engineering, our channel partners could be deemed as an essential extension of our team. We would evaluate opportunities, formulate strategic investment plans, and plan activities across pre-sales, sales, marketing, services, training, and staff certification. Supported by our partners’s market knowledge, we aimed to amplify brand awareness and build customer trust by executing proof of concepts (POCs) and proof of values (POVs) effectively across our solutions.

Eric: Our partners are critical to our global strategy and will be required to align with our market appetite to strengthen our go-to-market approach. Their expertise in local bidding processes and strong relationships within their accounts bring immense value. In return, we offer a robust partnership that can be leveraged across private and government sectors.

How do you ensure alignment with partners to meet regional market demands?

Alfred: Let’s break it down into two key parts: Alignment and Commitment. Our partnerships are driven by long-term shared values and vision. ST Engineering and our partners would complement each other; our partners bring valuable market knowledge and connections while we provide technical expertise and product depth to the market. We must demonstrate executive commitment throughout the partnership, and it must be reflected and reinforced across all sales and marketing initiatives. That’s why we prioritise quality over quantity when choosing our partners. We believe in having deeply committed partners to foster more meaningful and impactful relationships.

The second aspect centres on onboarding the partnership, where Eric and our presales expert, Ossama, play a crucial role. First, we adopt a ‘handholding’ approach with our partners, actively engaging in joint pitches, proof of concepts (POCs), and building trust by ‘walking the talk’. Ensuring a positive partner experience is crucial; we want them to feel confident and secure in this collaboration. To support this, we offer a comprehensive partner program that includes a Marketing Development Fund (MDF). If a partner wishes to host quarterly events, we will support them by co-investing in the events or activities to demonstrate our commitment to their success. We equip partners with the necessary tools and knowledge through our partner portal, on-site training and joint meetings with end users. Our hands-on approach enables us to lead initially while partners learn, eventually empowering them to take the lead with our continued support. This collaborative effort involves a shared target account strategy, ensuring alignment and focus across all stages, from presales to post-sales activities.

What benefits can local partners expect from ST Engineering’s expansion in the region?

Eric: ST Engineering is dedicated to addressing a critical need for security in the rapidly growing MENA market. We provide advanced solutions tailored to this region by leveraging our research and development capabilities and extensive experience in service and sales with global and regional accounts. Trust in a global company like ST Engineering is built on our proven track record, robust partnership programs, certified products, and significant investments in R&D. We offer innovative, patented solutions, while our local partners assist in bringing these solutions to market. Our commitment to addressing the region’s security needs—both in the private and government sectors—is strengthened by our strong partnerships.