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Saran B Paramasivam, the Regional Director for Middle East and Africa (MEA) at Zoho, says in key markets like the UAE, Saudi Arabia, and Egypt, enterprises are increasingly choosing Zoho for its ability to deliver high-value, unified, and secure solutions at an affordable cost
How did the industry and your company fare in 2024, and what were the key highlights?
The industry continues to evolve rapidly especially as emerging technologies like GenAI gain significant traction. This year has seen fast-paced advancements, unlocking new potential to revolutionise operations in once unimaginable ways. For Zoho, there has been significant growth in the MENA region, driven by the rising demand for cloud solutions as businesses accelerate their digital transformation.
In key markets like the UAE, Saudi Arabia, and Egypt, enterprises are increasingly choosing Zoho for its ability to deliver high-value, unified, and secure solutions at an affordable cost. This makes Zoho a compelling option for businesses looking to enhance their operations without compromising on quality or security.
This year’s success in the region is marked by many major milestones for our journey in the region which included the opening of the first two regional data centres in Saudi Arabia, and strategic partnerships with key regional players such as Meydan Free Zone, emdha, Dubai Racing Club, and Fawry Business. These collaborations reflect the increasing trust in Zoho’s solutions and its deepening roots in the local market.
What opportunities do you foresee for 2025, and how do you plan to leverage them?
In 2025, the most impactful opportunities will stem from the convergence of multiple advanced technologies working together to create unparalleled value. The integration of AI, machine learning (ML), augmented reality (AR), virtual reality (VR), robotic process automation (RPA), business process management (BPM), and low-code platforms will redefine industries, driving productivity and enabling new, more personalised customer experiences.
AI and ML will remain at the core of this transformation, powering everything from automation and predictive analytics to personalised decision-making and customer interactions. These technologies will not work in isolation but will seamlessly combine with AR and VR to deliver immersive, interactive, and highly tailored experiences. Zoho continues to make significant R&D investments to ensure we have a robust platform that underpins all our offerings.
This allows organisations to launch new solutions quickly and see a faster return on their technology investments. At the same time, we’ve maintained a frugal approach to spending, keeping our marketing budgets low, which has helped us keep our offerings competitively and fairly priced. As businesses, particularly larger ones, continue to prioritise value, Zoho is well-positioned to emerge as a strong contender in the market.
What significant challenges did you encounter in 2024, and how did you address them?
In 2024, a noticeable shift in the market has been a significant increase in price sensitivity, even among large enterprises. Businesses are prioritising maximising the value from their existing technology investments and ensuring that any new technology they adopt delivers substantial returns. This trend has impacted software pricing and purchasing decisions, with companies looking for cost-effective solutions that offer both high performance and a quick return on investment.
Despite these challenges, Zoho has successfully responded by doubling down on research and development (R&D), ensuring that our platform is both strong and flexible. Another significant change we’ve observed is the growing complexity of AI systems and the evolving regulatory landscape, especially in MENA. As businesses navigate the complexities of AI, data privacy, and cybersecurity, they need solutions that not only perform well but also comply with local laws and ethical standards.
To address this, Zoho has prioritised security and responsible AI practices, ensuring our solutions meet the strictest standards of data protection and compliance. A key milestone in our response to these challenges was the opening of two data centres in Saudi Arabia. This strategic move has enabled us to meet local regulatory requirements.
Which emerging technologies do you believe will be in high demand in 2025, and why?
AI, ML, RPA, and BPM will most certainly continue to evolve in how they are deployed. We’re no longer looking at individual emerging tech, but the synergy of multiple emerging technologies combined can unlock greater potential. This will enable businesses to move beyond simple automation to more sophisticated capabilities.
In sectors such as retail, for instance, merging core technologies like AI and ML with AR and VR can bring about new dimensions to customer experiences. The result is more personalised, intuitive and experienced. Low-code is also being revolutionised with the emergence of AI, creating endless possibilities and enabling an even easier and faster deployment than before.
What will be your primary focus areas and strategic priorities for 2025?
Zoho will focus on AI governance, helping organisations manage AI at scale with strong ethical frameworks, alongside continued investments in data security and privacy. We will continue to expand our data centre infrastructure to better serve regional needs.
Building a resilient, locally-adaptable workforce will be key to improving customer proximity and service. Additionally, our platform strategy will emphasise empowering developers with both low-code and pro-code tools, enabling industry-specific customisations.
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