Swithin D’Silva, the Head of Smart Devices in MENA at Yango Group, says smart, well-informed teams are essential in helping consumers unlock the full value of today’s products
Could you share an overview of your career path to date, highlighting the pivotal moments or achievements that have shaped your leadership within the IT channel?
My career has been built on a passion for driving growth and innovation in technology, particularly across emerging and dynamic markets. Over the past 20 years, I’ve had the opportunity to lead business development and marketing initiatives across the Middle East, Africa, Turkey, and India.
Before joining Yango Group, I held leadership roles at various companies, where I worked across AI, mobility, IT distribution, and consumer electronics. In these roles, I focused on building and scaling brands, bringing innovative solutions to various markets. These experiences naturally led me to Yango Group, where I now serve as Head of Smart Devices for MENA and lead the company’s efforts to bring the Yango Yasmina AI speakers to millions of households across the GCC.
As a key channel influencer within your company, what are your primary roles and responsibilities in shaping strategy, driving engagement, and fostering growth within the partner ecosystem?
My responsibilities include shaping Yango Group’s regional growth and innovation strategy for smart devices, while ensuring that our expansion into new markets in the GCC is aligned with local strategic AI objectives. I drive engagement by working closely with manufacturers, distributors, retailers, and e-tailers to create a strong, collaborative partner ecosystem.
To foster growth, I focus on building long-term relationships with our partners and enabling them to deliver hyper-personalised, culturally aware solutions like Yango Yasmina. One clear recognition of this approach came at Channel Summit Meta 2025, where Yango Group was named the “Best Vendor” in the lifestyle category for our Yango Yasmina smart speakers.
How would you assess the current health and evolution of the IT channel, particularly within our region? What significant trends or shifts are you observing?
The IT channel in the region is expanding rapidly, driven by rising demand for AI-powered and smart home devices. Studies show that the Middle East smart home market alone is projected to grow from $10.28 billion in 2025 to $24.73 billion by 2030, at a CAGR of 19.2%.
According to the Salesforce State of the Connected Customer 2024 report, 64% of Middle East customers expect companies to understand their unique needs and preferences, while 58% say a personalized experience is a key driver for brand loyalty. These insights reveal a new trend: consumers increasingly expect their devices to go beyond simple commands, seeking technology that understands their routines, preferences, and cultural context.
What do you see as the single biggest challenge facing the IT channel in the region today, and conversely, what is the most significant untapped opportunity for partners?
The biggest challenge is keeping pace with the rapid pace of AI innovation and helping consumers understand how to use these technologies meaningfully in daily life. For many partners, this means enhancing their in-store experiences and offering more knowledgeable, consultative sales.
The opportunity lies in tapping into the fast-growing smart home segment. In the UAE alone, the smart speaker market is valued at $49 million in 2025 and is expected to grow steadily. Partners who lead with education and experience will gain a strong competitive advantage.
In your opinion, what are the most effective strategies partners can employ to drive sustainable growth and profitability in the current market, especially considering evolving customer demands?
To drive sustainable growth and profitability in this environment, partners should prioritise product offerings that align with local lifestyles and deliver real, everyday value. A key strategy is to focus on differentiated, regionally relevant solutions.
How is the rapid advancement of AI, including Agentic AI and Generative AI, fundamentally reshaping the channel’s business models, partner opportunities, and the skill sets required for success?
AI is rapidly transforming how partners in the GCC operate and engage with customers, opening new opportunities to deliver locally relevant solutions. To remain competitive in an AI-first landscape, partners need to invest in upskilling across areas such as prompt engineering, model tuning, and user experience design, ensuring they can guide customers through more complex and personalized tech ecosystems.
The IT landscape demands continuous learning. What advice do you have for channel partners on attracting, developing, and retaining top talent, particularly in areas like AI, cloud security, and specialised industry solutions?
Smart, well-informed teams are essential in helping consumers unlock the full value of today’s products. To attract and retain talent, partners should foster a learning culture that embraces innovation and provides employees the chance to grow alongside the technology they represent. Investing in this kind of talent development isn’t just good for the team — it also enhances the overall customer experience.
Drawing from your experience and looking ahead, what is your most crucial piece of advice for partners seeking long-term success and relevance in this rapidly transforming IT channel?
Focus on local relevance. The market is full of smart devices, but few truly understand the language of the region, in every sense of the word. For partners, aligning with vendors who prioritise local insight, user privacy, and real-world usefulness will be crucial. The more connected your offerings are to the everyday lives of users, the greater the loyalty, engagement, and growth you’ll see in return.
