“Emphasising Customer-Centric Solutions is Key to Long-Term Growth”

Khalil Yazbeck, the Business Development Manager for UAE, Kuwait, Qatar, and Oman at Kingston Technology, says, partners need to transition from traditional product-based selling to solution-oriented approaches, particularly in areas like AI, cloud infrastructure, cybersecurity, and managed services

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?
I’ve worked in the IT sector for over 20 years, holding diverse roles in technical, product management, channel sales, and business development across the UAE and the wider Gulf region. Currently, I serve as Business Development Manager at Kingston Technology, overseeing the UAE, Kuwait, Qatar, and Oman. I’ve played a key role in expanding our channel network and consistently driving year-on-year growth, particularly in our Data Center SSD, DRAM, and encrypted product lines. I’ve also contributed to reinforcing Kingston’s commitment to innovation and reliability in memory, storage, and security solutions. Prior to joining Kingston, I held multiple roles in product and channel management at leading distributors, managing brands such as Citrix, Adobe, and FileMaker.

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 core responsibility is to strengthen relationships with distributors, channel partners, and system integrators by implementing tailored partner programs that include backend rebates, co-marketing initiatives, product training, and technical support. I also focus on expanding our partner network by identifying and onboarding new players, helping to accelerate business growth and improve customer reach.

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 Middle East is undergoing dynamic growth and transformation, driven by increasing digital adoption, a focus on emerging technologies and evolving customer expectations. Significant trends include a shift towards cloud computing, cybersecurity and AI solutions, as well as a growing emphasis on specialized skills and personalized customer experiences.

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 main challenge facing the IT channel in the Middle East today is the lack of skilled talents especially in AI, cloud infrastructure and cybersecurity. A significant opportunity for the partners would be to deliver value-added services on those new technologies which help them in their growth and give them a competitive edge

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?
Partners need to transition from traditional product-based selling to solution-oriented approaches, particularly in areas like AI, cloud infrastructure, cybersecurity, and managed services. Emphasizing customer-centric, outcome-driven solutions is key to long-term growth and profitability.

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?
The rise of Generative and Agentic AI is revolutionizing the channel by pushing partners to evolve from hardware resellers into solution providers. This requires building AI-driven service capabilities, acquiring new skill sets, and adapting business models to cater to increasingly intelligent, data-driven environments.

Given the escalating sophistication of cyber threats, how can channel partners best position themselves to deliver comprehensive cybersecurity solutions, moving beyond traditional offerings to address emerging risks like AI evasion?
Given the escalating sophistication of cyber threats, particularly those leveraging AI, channel partners can best position themselves by shifting from traditional, reactive security offerings to proactive, AI-informed strategies that emphasize a holistic, layered defense.

Environmental, Social, and Governance (ESG) factors and sustainability are gaining prominence. How can channel partners integrate these principles into their operations and offerings to create competitive advantages and meet evolving client expectations?
Environmental, Social, and Governance (ESG) factors and sustainability are becoming increasingly important. Channel partners can gain a significant competitive edge and meet evolving client expectations by proactively integrating these principles into their core operations and service offerings.

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 specialized industry solutions?
To attract and retain top talent, partners should offer competitive compensation, clear career paths, and ongoing access to upskilling programs; especially in high-demand areas like AI and cybersecurity. Fostering a culture of learning and innovation is critical to staying relevant.

How do you see the roles of different partner types—such as Managed Service Providers (MSPs), Independent Software Vendors (ISVs), and system integrators—evolving, and how can they best collaborate to deliver integrated solutions?
The channel is evolving into a highly collaborative ecosystem where Managed Service Providers (MSPs), Independent Software Vendors (ISVs), and System Integrators (SIs) work together to deliver integrated, end-to-end solutions for clients. MSPs play a key role in providing operational support and optimizing cloud consumption models to ensure efficiency and scalability.

ISVs contribute by developing specialized software solutions, such as AI-driven applications tailored to specific business needs. Meanwhile, SIs are responsible for architecting, integrating, and deploying complex systems that combine hardware, software, cloud infrastructure, and AI technologies from various vendors. When these partners align their capabilities and collaborate effectively, they can accelerate digital transformation and strengthen their competitive positioning within the channel.

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?
Adaptability is key. Partners must embrace emerging technologies like AI, cloud, and cybersecurity, stay current through continuous learning, and focus on delivering value-added services. Staying ahead of the curve ensures resilience and long-term relevance in a competitive and fast-evolving landscape.