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HP to Focus on Hybrid Work, Sustainability, and Cybersecurity


Ertug Ayik, the Managing Director for Middle East and Africa at HP, speaks about his company’s presence at GITEX Africa 2023

What market and tech trends do you foresee for the African market?
The technology landscape in Africa, a vast and diverse continent, is experiencing significant growth driven by a surge of investments in technology and startups. This influx of capital is fueling innovation and entrepreneurial activities across various sectors, including fintech, health tech, and more.

We foresee hybrid work as a key tech trend in 2023. Hybrid work models are gaining momentum, and we have witnessed an increasing number of companies adopting remote and flexible work arrangements. As a result, we also see cybersecurity as an emerging trend for this year as businesses stand to face growing cyber risks, with 82% of security leaders worldwide operating a hybrid model admitting gaps in their organization security posture, consequently making data protection and endpoint solutions top priorities for businesses to consider.

Tell us about your participation at GITEX Africa. What will be your theme of participation?
Our theme for the show centers around hybrid work, sustainability, and cybersecurity. These three pillars are at the heart of our strategy to provide sustainable, inclusive, and tech-driven solutions in the development of Africa’s burgeoning technology landscape.

Which products and solutions will you be showcasing?
We will be showcasing our latest advancements in hybrid work with our Future Ready portfolio, including Poly HP solutions. Our portfolio includes products and services that enable hybrid work and bring equity to the workplace no matter where employees chose to work from, delivering exceptional experiences and keeping employees connected.

We will also highlight the HP Wolf Security suite, including Wolf Connect, which is the world’s first software service capable of locating, locking, and erasing a PC remotely, even when powered down or disconnected from the Internet. Our portfolio of Workplace solutions and services will also be available to our customers, to help solve challenges, delivering flexible, future-ready solutions that will attract lifelong customer relationships and engagements.

What is your expectation from the inaugural GITEX Africa event?
We are confident that GITEX Africa will replicate the success it has achieved in the Middle East region, bringing together the best and brightest minds in the technology landscape, and providing businesses a chance to interact and knowledge share all under one roof. We look forward to reaching out to a wider audience in the region and empowering our partners and customers to equip their own customers with our end-to-end portfolio of products and services that take hybrid work to the next level.

How will you use the event to strengthen your presence in the African market?
We aim to use GITEX Africa as a platform to build on our presence in the African market by showcasing our latest technology, solutions, and innovations, including our Future Ready portfolio which facilitates hybrid work. We plan to engage with key stakeholders including customers and partners to further build out these relationships and explore new opportunities for collaboration.

Prarthana Mary

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