From the magazine: Five Minutes with Assaad El Saadi

We profile the Middle East regional director for All-Flash storage vendor Pure Storage

El Saadi: Data is everywhere―at the edge, in the cloud and on-premise.
El Saadi: Data is everywhere―at the edge, in the cloud and on-premise.

What is your current role in the ICT industry in the Middle East and what are your responsibilities?

As regional director for the Middle East, I am responsible for Pure Storage’s go-to-market strategy and accelerating the company’s growth in key regional markets. At Pure, we’re focused on creating simple, modern solutions that give enterprises the data advantage they need to drive better customer experiences and meaningful results.

What is the best thing about your job?

I have over 25 years of technology experience, mainly in the enterprise IT space. I love being able to share my experiences and learnings and as such, add value and make a difference to the regional Pure Storage team, our partners and our customers. I’m an engineer at heart, so staying abreast of the latest technologies and industry trends keeps me engaged and driven.

How innovative do you think the network industry in the Middle East is and how can it improve?

It was once said, “The network is the computer”. However, today, with the emergence of technologies such as the IoT and AI that is no longer true. Data is everywhere―at the edge, in the cloud and on-premise.

As an industry, we need to respond to this trend and provide solutions that allow data and business applications to move seamlessly and freely between on-premises, private, or public cloud. This will go a long way in enabling organisations to unlock new use cases such as AI and real-time analytics, and ultimately give organisations the data advantage.

What are the upcoming trends or products in your sector?

The continued accelerated adoption of machine learning and AI technologies means data will shift from being an informational asset to the core of innovation. As a consequence, IT teams will have to make strategic decisions based on the type of data and will need to have the ability to quickly and seamlessly move an application born in the cloud to an on-premise environment, or vice-versa.

Does your company utilise virtualisation or cloud computing?

Cloud computing is embedded in all our core internal systems—covering all aspect of the business from ERP to HR, customer experience, procurement and many other functions.  For our external customers, we offer a full suite of Cloud Data Services as well as AI-driven management, analytics and predictive support SaaS platform.

What are your out-of-office hobbies?

Living in Dubai, I like to take advantage of having the desert in our backyard. Every now and then I like going out there with my family to enjoy some peace and quiet and recharge.

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