Paul Flannery, VP International Channel at Epicor, says ERP adoption is rising across MEA, driven by manufacturing growth, AI, and transformation agendas, with Epicor delivering scalable, industry-specific solutions through strong partner collaboration.
How would you describe the current demand for ERP solutions across the Middle East and Africa, and which verticals are showing the strongest growth?
ERP demand is on the rise across the MEA region, especially in the UAE and Saudi Arabia, where the markets are projected to reach US$150 million and US$111 million, respectively, this year. With national transformation agendas and ambitious industrial targets taking shape, ERP is no longer a nice-to-have, but rather a foundational enabler.
At Epicor, we’re seeing the most substantial traction in manufacturing, where projects like the UAE’s Operation 300bn are fuelling investment in innovative, scalable systems. Amid ongoing supply chain disruption, manufacturers are under pressure to localise production, improve agility, and maximise efficiency. These are all demands that ERP is uniquely positioned to meet.
Crucially, ERP is also now part of the AI stack. As executives look to operationalise AI, they’re realising that success depends on having the correct data, which is clean, compliant, and accessible. ERP systems have quietly been managing that data backbone for years, making them indispensable for any organisation serious about intelligent automation and long-term resilience.
What unique challenges and opportunities do organisations in MEA face when it comes to ERP adoption and digital transformation?
In the region, many organisations face a familiar crossroads when it comes to ERP adoption: opt for a free, open-source platform or invest in a specialised system. At face value, “free” sounds appealing as there’s no upfront licensing and full customisability. But in reality, it’s often like trying to build a car from spare parts and a workshop manual. Technically possible? Yes. Practical at scale? Not really.
The hidden cost of open-source ERP lies in the time that’s spent reinventing the wheel rather than driving transformation. In fast-moving industrial sectors, that’s a risk most businesses can’t afford. ERP isn’t just a backend tool anymore; it’s the core of operational intelligence, data governance, and business agility.
The opportunity lies in choosing wisely. Businesses that embrace purpose-built ERP platforms can focus on innovation and execution, not endless configuration. And in a region where growth windows are measured in months, not years, that difference is critical.
How is Epicor tailoring its ERP offerings to meet the needs of mid-market and large enterprises in this region?
For fast-scaling manufacturers in the UAE and Saudi Arabia, flexibility alone isn’t enough. They need industry fit, reliability, and speed. That’s where Epicor comes in. Our ERP solutions are purpose-built for manufacturing, engineered with sector-specific functionality right out of the box.
Instead of offering generic platforms that require heavy customisation, we provide deeply integrated features like production control, quality assurance, and regulatory compliance. So businesses can focus on outcomes, not workarounds. Plus, our systems are built to integrate seamlessly with existing industrial technologies, reducing complexity and accelerating time to value.
Our modular architecture also means our ERP grows with our customers. Whether you’re mid-market today or expanding into multiple markets tomorrow, the platform scales with you, without the need for reimplementation or disruption.
How do emerging technologies like AI, IoT, and cloud influence the evolution of ERP in MEA markets?
In the region, AI, cloud, and IoT are no longer future considerations. They’re shaping the future of ERP right now.
Epicor Prism is a great example. This generative AI service integrates directly into our ERP system, allowing users to interact with business data through natural conversations. It’s AI with a purpose that’s designed to streamline decision-making and help teams take faster, smarter action across the supply chain.
Cloud adoption is also gaining momentum, although it’s often a phased journey. Many businesses still rely on legacy systems, heavily customised over time. That’s why we support hybrid deployment paths, starting with core areas like finance or inventory and building towards full digital transformation. Younger leaders across MEA are increasingly cloud-native in mindset. They want tangible ROI. They want less downtime, better forecasting, and more intelligent automation. With embedded AI and real-time insights, our ERP gives them precisely that.
What role do channel partners play in Epicor’s regional go-to-market strategy, and how critical are they to customer success?
We work very closely with our partners and see them as long-term collaborators. Our strategy is about building high-trust, high-impact relationships with partners who understand their industries and share our ambition for digital transformation.
We invest in these partnerships, offering not just training and tools but co-created go-to-market plans, localised content, and ongoing support. This ensures that customers aren’t just buying ERP, but rather a solution that reflects their real-world challenges and opportunities.
When you combine Epicor’s industry-specific technology with the deep local knowledge our partners bring, the result is something far greater than a transactional sale.
How does Epicor enable and support its partners across the MEA region in terms of training, tools, and resources?
The partners in this region are some of the most entrepreneurial I’ve worked with. They often come with deep vertical expertise—whether in discrete manufacturing, automotive, or construction materials. What they need from us is not just a product but a platform to differentiate and succeed.
That’s why we’ve doubled down on enablement. We offer guided learning paths through Epicor University, hands-on sandbox environments for demoing and experimenting, and tailored sales and marketing support that reflects regional realities. Whether a partner is based in Riyadh, Muscat, or Doha, we’re giving them the tools to speak the language of the customer, both literally and in business terms.
How is Epicor working with partners to deliver industry-specific solutions or customisations for customers in MEA?
Our approach is simple. Our ask to our partners is to bring their industry knowledge and their customer relationships—we’ll bring the platform, the innovation, and the commitment to help them scale. Epicor is not a vendor that treats partners like middlemen. We see them as co-creators of value.
Our channel partners would attest that we see them as a seamless extension of our team. As we continue to scale the Epicor economy in the region, we’re actively looking to grow with like-minded partners who share our long-term vision. This isn’t just about signing new deals, it’s about building enduring partnerships that drive results for our mutual customers.
And, importantly, we offer choice. Some customers in the Middle East are ready for the public cloud. Others need private, hybrid, or even on-prem options. With Epicor, our partners don’t have to walk away from those deals. They can offer the flexibility clients are looking for, without compromising on innovation.
What is your outlook on partner ecosystem growth in this region, and what types of partners are you actively looking to onboard?
While we’re bullish on growth, we’re also focused on doing it right. That means building a selective, quality-first partner ecosystem rooted in shared values and long-term goals. We’re not chasing numbers; we’re building lasting, high-impact relationships.
We’re actively looking for partners who bring vertical expertise, regional insight, and a desire to innovate. Whether partners serve SMEs or large manufacturers, what matters most is the ability to deliver real business value, not just technical capabilities.
We’re also localising our offerings and investing in support to ensure partners across MEA can compete globally. And with our latest AI and automation capabilities set to roll out, there’s a real opportunity to lead the next wave of transformation in the region.
Our message to potential partners is simple: if you’re ready to scale with us, we’re prepared to invest in your success.
