Ertug Ayik, MD for HP MEA

In this Q&A session, Ertug Ayik, Vice President and General Manager of HP Middle East and Africa, shares his views on the UAE’s rapidly growing ICT sector, valued at 47.36 billion dollars in 2024.

Ayik discusses the latest technology trends reshaping industries, HP’s targeted innovations in cybersecurity, gaming and education, and the company’s ambitions for AI-powered products presented at GITEX.

What is the value of the ICT sector or market in the UAE in 2024?

Based on market research from Mordor Intelligence, the UAE technology sector is estimated to be worth around $47.36 billion in 2024 and is expected to reach $77.28 billion by 2029, growing at 10 .29% during the forecast period (2024-2029). . This large market size is due to the country’s strong focus on digital transformation, AI integration, cloud computing, and advancements in 5G infrastructure.

What are the latest trends in the UAE technology sector or market in 2024?

The integration of AI into every piece of technology is the most predominant trend we are seeing across the world and in the UAE technology sector. AI has infiltrated every industry, from cybersecurity to video games, revolutionizing the way we work and live. According to the annual HP Labor Relations Index, instead of being perceived as a job threat by employees, AI improves employees’ relationship with work. In fact, 73% of those already using AI agree that it makes their jobs easier. At HP, we ensure these trends form the foundation of our products, delivering solutions and services that simplify and improve everyday life.

Which sectors have the highest demand for ICT products or services in the UAE?

For HP, one of the key verticals is the gaming sector. The UAE is seeing a surge in online gaming, with projected revenues of $50.60 million this year. Gamers are increasingly adopting virtual reality technology for immersive experiences and becoming more involved in esports and live streaming events. In response to this, we have designed a wide range of cutting-edge products aimed at gamers, enabling an elevated and more immersive gaming experience. These products include our OMEN laptops. We also offer HyperX products, such as gaming headsets, microphones, mice and keyboards.

Cybersecurity is another area of ​​focus, with HP keenly aware of the growing threats posed by malicious actors leveraging AI. As HP Wolf Security’s latest Threat Insights report highlights, attackers are now leveraging AI to generate malware, accelerating their attacks and reducing the skill threshold needed to compromise endpoints. In response, HP highlights the need for businesses to improve the resiliency of their endpoints, minimize their attack surface, and work tirelessly to fully secure their PCs with HP Wolf Security.

Another vertical that we are interested in is education. Bridging the digital divide in the Middle East is a key aspect of HP’s sustainable impact agenda. HP aims to accelerate digital equity for 150 million people worldwide by 2030. Examples of HP’s work in digital equity include the HP AI Teacher Academy course and the Generative AI Mastery: Revolutionizing Game Development course . The HP Gaming Garage Esports Management and Game Development Academy is our latest addition to these educational programs.

What is the latest product or innovation that you are most proud of or that you presented at this year’s GITEX event?

HP’s next-generation AI PCs are the stars of our GITEX appearance this year. These devices have been meticulously designed to meet the unique needs of diverse user groups, including business staff, creatives, freelancers, and students. Added to this is our unrivaled hybrid collaboration portfolio, which pushes the boundaries of innovation by introducing solutions that deliver exceptional employee experiences, boost productivity and accelerate growth. This portfolio includes printers, powerful workstations, and HP Poly workspace solutions with advanced in-room video and audio capabilities. HP is excited to demonstrate how it is enabling people and businesses across all industries to not only adopt, but embrace AI in their everyday responsibilities, aligning with the new era of technological advancement.

What is your vision for the future of products or services in the UAE in the coming years?

Our vision is to advance AI-driven innovation. We believe AI will play a transformative role across all sectors and we are committed to making this technology more accessible and effective for businesses and consumers in the UAE.

As the UAE continues its rapid digital transformation, particularly with AI at the forefront, HP’s goal is to equip individuals and businesses with the tools that enable them to thrive in this new era . Whether enhancing hybrid work environments, leading sustainability initiatives, or supporting innovation in the gaming industry, we strive to provide our customers with cutting-edge technologies and solutions .

In brief… What are the latest products, services or “inventions” that have been launched recently or will be launched for the first time in the UAE in 2024?

Products we are proud of at HP and have already launched in the UAE include our latest AI-powered PCs, such as the OmniBook X and EliteBook Ultra. Our AI PCs are designed to deliver smarter, more intuitive user experiences, learning from how people work and adapting to improve productivity, security and collaboration. At HP’s annual global event in Palo Alto in September, HP also announced the launch of AI printing capabilities, which will soon be available in the UAE.