ARUBA Showcases Instant On, an Edge-to-Cloud Networking Solution, at GITEX 2022


HPE Aruba is an edge-to-cloud networking solutions provider that incorporates Artificial Intelligence technologies. Aruba focuses on providing solutions to large enterprises as well as the Small and Medium Enterprises (SMEs) segment. The Integrator engages with Amol Mitra, Vice President, and General Manager, Global Small and Medium Business at Aruba, a Hewlett Packard Enterprise company, at GITEX 2022.

How’s your experience at GITEX and how well have you presented Aruba Instant On to the new customers?

GITEX has been tremendous. Aruba has been participating in the event for many years, and this one has been the best one so far. Specific to our Instant On portfolio, we have grown our business significantly. We are meeting our distributors who all have their own stands at GITEX and have been demonstrating our solutions. The one shift that we have witnessed is that GITEX traditionally used to be very focused on large enterprises, but this year there has been a strong representation from the SME sector. Our engagement with them has grown and we have seen a very positive response to our Instant On brand which is a perfect match for SMEs. We see a huge growth opportunity not just in UAE, but also in countries like Saudi Arabia, Egypt and Qatar.

Give some quick insights into the activities which are happening at GITEX.

With Instant On we are doing four things. Firstly, we are showcasing the product and the cloud-based mobile app through demos. The second thing is we are conducting presentations for our partners and distributors to show them what our road map looks like in 2023. This is important so that they prepare their go-to-market strategies ahead of time. Thirdly, there is a push for us to deliver our Instant On portfolio through. This increases the ability to deliver our products through e-commerce marketplaces. This is one area that is ramping up very quickly in the Middle East as there are a lot of small companies and large distributors that are trying to move their presence online in this region. We want to be at the forefront of this and we are engaging with e-commerce partners who are also exhibiting at GITEX. The last one is the service providers.

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