Cisco Systems has made organizational changes in the Middle East and Africa (MEA) in a bid to leverage the growth acceleration of the past 12 months and focus on increased customer intimacy as a platform for long-term regional growth.
“These important changes are part of Cisco’s strategy underpinning the creation of the new Emerging Markets Theater,” said Mark De Simone, VP for Middle East and Africa. “The Emerging Market Theater will bring together a new common corporate approach by Cisco for a set of regions, covering Latin America, the Middle East and Africa, Russia and other members of the Commonwealth of Independent States (CIS) and Eastern Europe.”
He added: “Cisco believes that in markets of rapid transition and complete transformations, the opportunity to leverage ICT innovation is unmatched and can truly enable these societies to leapfrog to more mature markets in terms of productivity and customer value creation. The company aims to accelerate the build out of a strong local presence matched with a unique skill set and resources for smaller markets,” he added.
As part of the organizational realignment, the company has promoted the GM for the Middle East, Ghazi Atallah, to MD, Service Providers, Emerging Markets Theater. Atallah will be responsible for defining the strategy and Go-to-Market plans for Service Providers business — both fixed and mobile operators — in a region that includes Cisco’s fastest growing markets worldwide. He will also sit on Cisco’s Corporate Service Provider Business Council that is tasked with shaping Cisco’s Service technology strategy worldwide. Atallah’s appointment comes as a demonstration of appreciation in his skills and capabilities that helped grow Cisco’s business in the Middle East and to the importance the company gives to the talent from the Middle East region. Ghazi will continue to be based in Dubai and will report to the president of Global Emerging Markets Theater.
Another important step is to recognize the crucial market of Saudi Arabia by having its GM, Dr. Badr Al-Badr, report directly to the VP of Middle East and Africa. Saudi Arabia is core to Cisco Systems, as its telecom deregulation and its economic transformation is fueling a renaissance in innovative business models and overall development.