Gaurav Mohan, VP of SAARC & Middle East at NETSCOUT, discusses the company’s focus on the Middle East’s telecom, finance, and government sectors, emphasising strategic partnerships, advanced cybersecurity, and AI-driven network insights.
How would you define your market presence in the Middle East?
NETSCOUT has a significant footprint in the Middle East, supported by a solid network of partners and a strong reputation in network performance and security. Our presence is marked by extensive regional engagement and established industry relationships.
Which industries in the Middle East are you prioritizing, and why?
We focus on telecom, finance, and government sectors. These industries require robust network security and performance solutions due to their critical operations and high data sensitivity.
What is your distribution strategy in the Middle East?
Our strategy involves direct sales and collaboration with channel partners. This approach allows us to effectively cover diverse market needs and expand our reach across the region.
How do you select and vet your local channel partners?
NETSCOUT is committed to delivering Visibility Without Borders from the data centre to the cloud and everywhere in between. We provide visibility wherever it is needed, for whichever application service a customer has deployed, however they are deployed across a choice of infrastructure, and from wherever users access applications. We establish strategic alliances to collaborate with best-in-class technology innovators and provide integrated solutions that improve the quality, reliability, and success of digital technologies and transformations for our mutual customers. We choose partners based on their market knowledge, technical skills, and strategic fit.
What kind of support and resources do you provide to your channel partners?
We have our 360 Partner Program which provides partners with comprehensive training, marketing materials, and technical assistance. These resources help them effectively differentiate and grow their business by marketing, selling and implementing our solutions.
What initiatives do you take to promote solutions in the channel?
We run joint marketing campaigns, organise webinars, and host events to promote our solutions. We also leverage Visibility Without Borders which gives technology and business teams the level of visibility to see the full range of performance, availability, and security risks impacting their digital services, earlier and with more precision, to resolve problems faster.
How do enable your partners to stimulate demand for your solutions?
We enable partners by supplying sales tools, customer success stories, and co-branded marketing materials. These resources help partners drive interest and sales in our solutions.
What role does digital marketing play in your regional strategy?
Digital marketing is integral to our strategy, allowing us to reach and engage with target audiences effectively through online channels and content.
How does NETSCOUT differentiate itself from competitors in the Middle East?
NETSCOUT stands out with unique visibility and analytics capabilities, including Visibility Without Borders, to provide deeper insights and more comprehensive network management compared to competitors.
What kind of after-sales support do you provide to ensure customer satisfaction, and what role does your partner network play in after-sales support?
We offer extensive technical support and rely on our partners for localised customer service. This ensures high levels of customer satisfaction and effective issue resolution.
Are there any new markets or countries within the Middle East where you plan to expand your presence?
We have a presence in Saudi Arabia and last year announced a presence in Dubai. It is well documented that cyber-attacks are on the rise in the Middle East, so we want to ensure we are increasing our regional footprint to ensure we’re helping our partners deliver the right solutions to mitigate risks and attacks for their customers.
What innovative solutions or products are you planning to introduce to the Middle Eastern market in the near future?
We plan to introduce advanced cybersecurity features and AI-driven network insights to address emerging challenges and enhance our product offerings.
What are your short-term and long-term goals for NETSCOUT’s presence in the Middle East?
In the short term, we aim to ensure that we are offering the right solutions and training to our partners so that they can leverage our solutions to deliver best-in-class security for their clients. Long term, we strive to increase our footprint in the Middle East and lead in network visibility and security solutions across the region.
