Pre-GITEX Interview with Ashraf Yehia, MD, Eaton Middle East

We spoke with Ashraf Yehia, Managing Director, Eaton Middle East, for our pre-GITEX feature to learn about the brand’s hopes for the show this year. Take a look at the replies we received.

TECHx: How excited are you for GITEX Technology Week? What are your hopes for this year’s event?

Ashraf:During the past 20 months, restrictions due to the COVID-19 pandemic have affected our participation in in-person events and exhibitions. GITEX 2021 is an excellent opportunity to meet our partners and customers again and engage with new clients for future business growth.

Eaton representatives will be at GITEX to discuss data center safety, sustainability and resilience and its 2021 plans for growth in the Middle East. Eaton will also showcase live demos of its unique range of products, including its digital solutions and Uninterruptible Power Supply (UPS) offerings and white space solutions. 

TECHx: How does Eaton help enterprises accomplish their digital transformation goals with its power management technology solutions?

Ashraf:Eaton’s electrical business is a global leader with deep regional application expertise in power distribution and circuit protection; power quality, back-up power and energy storage; control and automation; life safety and security; structural solutions; and harsh and hazardous environment solutions. Through end-to-end services, channels and an integrated digital platform and insights, Eaton is powering what matters across industries and around the world, helping customers solve their most critical electrical power management challenges. We’re dedicated to improving people’s lives and the environment with power management technologies that are more reliable, efficient, safe and sustainable.

Every day, worldwide, people depend on technology, transportation, energy and infrastructure to live and work. With the rapid growth in electrification, an energy transition driven by climate change and explosive growth in connectivity, we’re well-positioned to solve the world’s toughest electrical, hydraulic and mechanical power management challenges. Because that’s what really matters. And we’re here to make sure it works.

TECHx: What are your major strategic focus years for business in 2021 and beyond?

Ashraf:We continue to focus on Egypt as our key growth market through new partnerships and increased local presence, however ensuring we are not losing sight of our key core markets like UAE, KSA and Qatar. We are investing heavily in digital solutions supporting mainly Data Center, and Buildings segments as we are confident these are the right leverages to increase our share in the market. With the improved COVID situation, we are looking forward to engaging more with our partners and clients face-to-face and discussing how we can support them as we are sure we can make what matters work.