Cyber protection remains Acronis’ core strategy for 2022

Mareva Koulamallah, Head of Marketing and Communications Middle East & Africa for Acronis, outlined Acronis’ strategic plans for 2022 in an exclusive interview with TECHx.

TECHx: What are some key takeaways from 2021 that you would like to share?

Mareva: It was a fast-growing year for our activities, even more than usual, as quarter after quarter we overachieved on the objectives we had for the region, from all perspectives: sales, marketing, PR, etc. We participated in multiple industry events where we reconnected with our existing partners, customers, and also with potential new channel partners. One of our biggest highlights definitely was our Acronis CyberFit summit that took place in Dubai in December and welcomed hundreds of guests, who understand the critical need for the right cyber protection strategy.

TECHx: What excites you about the year 2022? Does your company have any new resolutions in its growth plans for the next year?

Mareva: After seeing 2021’s results, we can only be excited about what 2022 holds, such as further growth, new distribution partnerships, increased focus on key countries within the region, and continued investment in the right activities. 2022 will be a year of sports highlights in the region with Formula One, and Formula E races, and the Football World Cup in Qatar as well that year.

TECHx: What will be your company’s post-pandemic strategy?

Mareva: It is not certain that we can really speak about post-pandemic because as much as the GCC countries and especially the UAE are an example to follow around the pandemic, we are still living in it and we still have to proceed with caution on the day-to-day. Therefore, our core strategy remains the same: responding to people’s critical need for cyber protection, educating about the risk to operate in a digitalized world, and having an even more regional approach by focusing on each market with the right investment and support to local activities.

TECHx: Which technology trends do you expect to emerge in 2022? How will you capitalize on them?

Mareva: For sure, machine learning and artificial intelligence will continue to lead the way around innovation and technological advancements. Any device used in such environments will still require the appropriate cyber protection and we will be glad to support you with the right services and solutions. As for new technologies, anything driven from the quantum revolution and around supercomputers will be something to watch.

TECHx: What are your plans for managing and engaging your channel partners in 2022?

Mareva: The Acronis #CyberFit Partner Program helps accelerate our partners’ business growth with robust sales, marketing, and technical support. By 2022, we plan on continuing to grow this program, giving access to more and more partners by adding new options and providing even more local support.

There is also our Acronis #CyberFit Academy which offers training and brand-new #CyberFit certification courses in more than 20 languages focused on three major areas – sales, technical, and developer training. Professional instructors lead all courses, either in-person via lab work or remotely using video and animation, or panel discussions. We definitely will look into providing more in-person training here in the Middle East, maybe under a roadshow format with multiple stops for our regional distributors, partners, and resellers.

TECHx: Would you like to say anything to your clients and partners for the New Year?

Mareva: We would like to start by thanking them for their support, their trust, and their business, and to wish them health for themselves and their loved ones, especially during such times. We would also like to wish them continued business success with us and to count on our support to deliver them with the appropriate cyber protection to help them protect and further develop their business too.