Ali AlJuneidi, Regional Sales and Business Development Manager at ESET Middle East, says the company is strengthening its channel ecosystem through deeper enablement, service-driven models, and sector-focused collaboration to empower partners to deliver MDR, XDR, and cloud-based security across high-growth markets.
How is ESET evolving its channel strategy in the Middle East over the next 12–24 months, especially with the shift toward MDR, XDR, and cloud-delivered security?
Over the next 12 to 24 months, ESET is reshaping its channel strategy in the Middle East to align with the accelerating transition toward managed and cloud-delivered cybersecurity services. Organizations across the region are increasingly adopting MDR and XDR capabilities to counter sophisticated and persistent threats, and this shift requires partners to evolve from traditional product-centric resellers into trusted security advisors capable of delivering continuous protection and intelligence-driven services. ESET’s focus is on enabling this transformation by investing heavily in partner training, technical upskilling, and service-led opportunities that allow the channel to deliver advanced detection, response, and threat-hunting capabilities.
The company is strengthening its collaboration model to ensure partners can confidently guide customers through the complexities of modern cybersecurity. This includes helping partners build service practices around the ESET Protect Platform, equipping them with the knowledge and tools needed to deliver MDR and XDR as value-added services rather than standalone technologies. By deepening engagement and providing structured enablement pathways, ESET aims to help businesses across the Middle East adopt more resilient, proactive, and intelligence-driven cybersecurity strategies that match the evolving threat landscape.
What role do you see distributors and resellers playing in expanding ESET’s footprint in high-growth sectors such as government, BFSI, and critical infrastructure?
Distributors and resellers remain central to ESET’s expansion across high-growth sectors such as government, BFSI, and critical infrastructure. These sectors demand not only advanced cybersecurity technologies but also deep local expertise, regulatory understanding, and strong customer relationships. Channel partners are uniquely positioned to bridge this gap by delivering tailored solutions that address sector-specific requirements, providing localized support, and helping organizations navigate increasingly complex compliance and threat environments.
ESET works closely with its distributors and resellers to strengthen their technical capabilities and ensure they are equipped to support the nuanced needs of these industries. This includes sharing threat intelligence insights, offering specialized training, and collaborating on sector-focused initiatives that highlight the relevance of ESET’s technologies in mission-critical environments. By combining ESET’s global research and technology leadership with the partners’ market knowledge and service delivery strengths, the company is able to support organizations in protecting critical assets, improving cyber resilience, and meeting regulatory expectations. This collaborative approach ensures that ESET’s footprint continues to grow in sectors where security, reliability, and trust are paramount.
What new enablement programs, certifications, or incentives is ESET planning to introduce to help partners differentiate in a crowded cybersecurity market?
ESET is continuously expanding its partner enablement framework to help the channel stand out in an increasingly competitive cybersecurity landscape. Over the coming months, the company is enhancing its training and certification programs with a stronger emphasis on advanced technologies, including XDR, MDR, and cloud-based security platforms. These programs are designed to give partners deeper technical expertise and the ability to deliver higher-value cybersecurity services that go beyond traditional endpoint protection.
In addition to technical certifications, ESET is strengthening its partner incentive structures to reward performance, specialization, and long-term commitment. Joint marketing initiatives, technical workshops, and expanded sales enablement resources are being introduced to help partners build stronger pipelines and improve customer engagement. The goal is to empower partners with practical tools, clear growth pathways, and the confidence to differentiate themselves through expertise, service quality, and customer trust. By investing in these enablement programs, ESET ensures that its channel ecosystem remains competitive, capable, and aligned with the evolving demands of the cybersecurity market.
How does ESET plan to support partners in transitioning from transactional sales to recurring revenue models, especially in managed security services?
As the cybersecurity market shifts toward service-based models, ESET is actively supporting partners in transitioning from traditional transactional sales to sustainable recurring revenue opportunities. The company recognizes that organizations increasingly prefer continuous protection, ongoing threat monitoring, and rapid response capabilities rather than one-time product purchases. To support this shift, ESET is enabling partners to build managed security service offerings around the ESET Protect Platform and advanced technologies such as XDR and MDR.
This transition involves simplifying the adoption of subscription-based offerings and providing flexible licensing models that align with customer needs. ESET is working closely with partners to help them design service packages, streamline operational workflows, and deliver continuous value through monitoring, detection, and response services. By doing so, partners can create predictable revenue streams, strengthen long-term customer relationships, and position themselves as strategic security advisors. This approach not only enhances partner profitability but also ensures that customers receive ongoing protection in an increasingly complex threat landscape.
What does ESET see as its strongest competitive advantage in the Middle East compared to other endpoint and cybersecurity vendors, and how can partners leverage that in their go-to-market?
ESET’s strongest competitive advantage in the Middle East lies in its combination of advanced, lightweight endpoint protection and deep regional expertise. The company’s solutions are engineered for high performance across diverse IT environments, delivering robust threat detection and response capabilities with minimal impact on system performance. This balance of power and efficiency is particularly valuable in sectors where operational continuity is critical.
Partners can leverage this advantage by positioning ESET not merely as a technology provider but as a trusted advisor offering proven, reliable, and locally relevant cybersecurity solutions. Through co-branded marketing initiatives, sector-specific case studies, and demonstrations of real-world threat mitigation, partners can highlight ESET’s strengths and differentiate themselves in competitive engagements. This approach helps build credibility with customers, reinforces the value of ESET’s technology, and drives higher adoption across key industries. By aligning their go-to-market strategies with ESET’s strengths, partners can expand their reach and deliver meaningful cybersecurity outcomes for their clients.
How is ESET improving deal registration, pricing transparency, and margin protection to ensure partners feel confident investing in the brand?
ESET is committed to creating a partner-friendly ecosystem that fosters confidence, fairness, and long-term investment. To achieve this, the company is improving its deal registration processes to ensure partners receive clear and consistent credit for the opportunities they generate. Enhanced pricing transparency is also being introduced to simplify quoting, reduce potential conflicts, and ensure partners can plan their engagements with clarity and confidence.
Margin protection remains a key priority, and ESET is reinforcing policies that safeguard partner profitability while maintaining competitive pricing for customers. These improvements are supported by responsive partner support teams and clear communication channels that help resolve issues quickly and maintain trust. By strengthening these operational foundations, ESET aims to create an environment where partners feel secure in their investments and motivated to grow their business with the brand.
What expectations does ESET have from its top-tier partners in terms of pipeline development, technical capability, and marketing investment?
ESET expects its top-tier partners to demonstrate strong commitment across pipeline development, technical capability, and marketing investment. Partners are encouraged to proactively identify new opportunities, nurture long-term customer relationships, and maintain a healthy pipeline that reflects both market demand and strategic focus. Technical capability is equally important, and ESET values partners who possess deep knowledge of its solutions and the expertise to implement complex security deployments effectively.
Marketing investment plays a crucial role in driving awareness and demand. ESET encourages partners to engage in joint campaigns, events, and demand-generation initiatives that highlight the value of its offerings and strengthen market presence. By combining strong sales focus, technical excellence, and strategic marketing, top-tier partners are well positioned to grow their business while contributing to the overall cybersecurity resilience of organizations across the Middle East.
