Endava Establishes Google Cloud Practice in MENA

Endava, a provider of next-generation technology services, has announced the establishment of a dedicated Google Cloud practice in the Middle East and North Africa (MENA) region. This move follows a year of remarkable growth in the region and positions Endava as a fully certified Google Cloud Partner, enabling MENA enterprises—especially in Saudi Arabia and the UAE—to process, analyze, and derive valuable insights from data at scale.

The new division will be led by Andrew Rossiter, Endava’s Global Lead for the Google Cloud practice, who has now relocated to the region. Rossiter will divide his time between Saudi Arabia and the UAE. Highlighting Endava’s commitment to its local customers, David Boast, Managing Director for MENA at Endava, stated, “Untethered by legacy infrastructure investments, enterprises in the Middle East are actively pioneering the future of AI. Google Cloud plays a pivotal role in this journey, providing the powerful AI and data capabilities that enable organisations to unlock actionable insights and scale intelligently. The establishment of this unit in the region follows our ‘close-to-customer’ approach, enabling us to work as a seamless extension of their team, delivering rapid and impactful outcomes.”

At its inception, the unit will focus on key industries including finance, insurance, healthcare, and smart city projects. These sectors align with the strategic national visions of Saudi Arabia, the UAE, and other MENA countries, where cloud scalability and AI integration are driving innovation and efficiency. Leveraging Machine Learning (ML) and Google Cloud’s advanced capabilities, Endava aims to tackle complex business challenges such as real-time fraud detection in finance and enhancing customer engagement through behavioral analytics and workflow optimization.

Rossiter brings extensive regional experience, having previously lived in the GCC from 2012 to 2017. Reflecting on the region’s technological evolution, Rossiter commented, “When I first arrived here in 2012, digital interactions with government agencies and service businesses were minimal. Coming back now, I’m amazed by the incredible progress and the growing adoption of digital technologies across the region. Saudi Arabia’s Vision 2030 and the UAE’s National Artificial Intelligence Strategy are prime examples of how the Middle East is positioning itself as a global hub for AI and cloud services. It’s an exciting time to be back, and I’m eager to infuse global best practices into the commendable strategies businesses in the region are executing.”

David Boast added, “Andrew has a stellar track record in helping global businesses turn their ambitions into reality, empowering them to lead confidently in the digital era.”

Endava’s expanded presence in MENA reflects its dedication to supporting regional digital transformation initiatives. By integrating cutting-edge cloud solutions with a customer-centric approach, the company aims to drive impactful, scalable outcomes for businesses navigating the digital future.