In the rapidly evolving Middle East landscape, global tech companies realise that localisation is not merely a strategy but a necessity. This region, a mosaic of about 13 countries with unique local bylaws, languages, and communication styles, demands a nuanced approach to technology solutions.
Vibhu Kapoor, Epicor’s Regional Vice President for the Middle East, Africa, and India, underscores the importance of understanding and adapting to regional differences.
“Localisation for Epicor means recognising these differences and tailoring our solutions to fit each country’s cultural, legal, and fiscal requirements,” says Kapoor. “This ensures our products are functional but also relevant and effective in every unique market.”
Epicor’s meticulous approach to localisation is multi-faceted. The company has dedicated market research teams that constantly analyse language preferences, regulatory requirements, and cultural nuances. This thorough research informs the development of country-specific functionality (CSF), crafted by a specialised team that collaborates with local experts, including chartered accountants, auditors, and legal advisors.
“We develop these solutions through rigorous testing phases, engaging key customers who adopt them in a pilot environment to provide critical feedback before a full market launch,” Kapoor explains. This customer feedback is integral to refining these solutions, ensuring they work seamlessly in real-world applications.
Significant customisations made by Epicor for the Middle East include updates to the VAT structure in the UAE and compliance with Saudi Arabia’s e-invoicing mandate. Additionally, launching a data centre in the UAE addresses data residency concerns, allowing new cloud customers to be hosted locally and enabling existing customers to transition from the UK data centre to the UAE.
“These efforts underscore our proactive approach to meeting local needs and our commitment to the region,” Kapoor adds. “Localization is vital as it helps build strong business partnerships, enhances market penetration, and ensures compliance with local regulations.”
ServiceNow, another global tech giant, has also recognised the imperative of localisation. Fares Asadi, Director of Solution Consulting MEA at ServiceNow, emphasises their dual approach to user experience: providing a consistent, high-quality global experience while meeting specific regional needs. “Our platform is available in 24 languages, ensuring users can perform their tasks efficiently, regardless of their native language,” Asadi notes.
Including Arabic, spoken by around 400 million people, is crucial for ServiceNow. “In the context of the Middle East and North Africa (MENA) region, providing a native language experience is essential. This region is experiencing a technology and AI revolution, and users deserve to access and consume technology in their local language,” Asadi explains.
To cater to regional preferences, ServiceNow supports various currencies and workweek structures. For instance, the workweek in some Middle Eastern countries starts on Sunday instead of Monday. “Our platform’s configurability allows us to cater to these specific needs, ensuring users can customise their experience to fit local requirements seamlessly,” says Asadi.
The recent Washington release introduced native Arabic language support, including right-to-left alignment for web and mobile experiences. “This has received overwhelmingly positive feedback from our customers in the UAE and Saudi Arabia,” he adds.
Prioritising localisation at ServiceNow involves evaluating market needs, sales targets, and health materials, often in collaboration with regional leaders. This ensures localisation efforts respond to specific demands and proactively anticipate future requirements.
“Continuous updates and maintenance of localised versions ensure our platform remains user-friendly and effective across different regions,” Asadi states. This strategy is not only about meeting immediate needs but also about supporting long-term growth and customer satisfaction.
Under the leadership of Raf Fatani, Regional General Manager at Amazon Alexa MENA, Amazon Alexa has also taken significant strides in localisation. Fatani underscores the importance of understanding local customer needs and employing a diverse local team with regional expertise.
“Localisation should happen in a culturally sensitive and appropriate manner. Working with local consultants and focus groups can facilitate this,” he says. For Amazon Alexa, this means incorporating cultural nuances and dialect variations into their virtual assistant technology.
“Most of the workforce behind Amazon Alexa’s personality in the GCC region are female innovators. Our team comprises exceptional Khaleeji women and men at the forefront of AI and technology,” he adds, highlighting their commitment to authentic and relevant localisation.
Ketaki Banga, CEO and Co-Founder of Webidoo MEA, offers another perspective, emphasising the need to address the digital divide in the MENA region, particularly for SMEs.
“Many SMEs in the region are underserved regarding marketing technology. Marketing isn’t just about promotion for these small businesses – it’s a vital engine for survival, growth, and competitive parity,” Banga explains. Webidoo’s platform, Jooice, provides AI-driven solutions that simplify marketing tools for SMEs, helping them compete and thrive.
“By grounding product development in validated research and leveraging the power of AI, we are continually evolving to meet regional SMEs’ requirements,” she adds. This approach helps SMEs survive and enables them to thrive against larger adversaries.
Banga emphasises the importance of inclusive solutions tailored to the vast and diverse needs of the region. “With millions of youths in the Middle East entering the workforce annually, and only a fraction of corporate jobs being created, successful SMEs will be the region’s employment lifeline,” she states. The role of technology, especially AI, in levelling the playing field cannot be overstated. “As we continue to support regional ambitions around AI readiness, we have to ensure that no SME is left behind,” Banga adds.
Localisation is more than just translating products; it’s about adapting to cultural, legal, and fiscal differences to deliver relevant and practical solutions. Global tech companies like Epicor, ServiceNow, Amazon Alexa, and Webidoo demonstrate their commitment to the Middle East by investing in localisation.
“This approach not only enhances market penetration but also positions these companies as trusted partners in the region’s dynamic and evolving landscape,” Kapoor concludes. As these companies continue to adapt and innovate, they are not just participating in the Middle East’s technological evolution. Still, they actively shape it, ensuring their solutions resonate deeply with local markets.
Indeed, these tech giants’ investment in understanding the intricate tapestry of the Middle East is paying dividends. These companies build stronger relationships and foster trust by listening to their customers and responding to their unique needs. This trust is crucial in a region where personal and business relationships are deeply intertwined.
Epicor, ServiceNow, Amazon Alexa, and Webidoo set a precedent for other global companies eyeing the Middle East. Their efforts demonstrate that success in this region requires more than just a presence; it requires a deep commitment to understanding and meeting the market’s specific needs. This commitment is evident in how these companies have tailored their solutions, engaged with local communities, and invested in regional talent.
For Epicor, the journey of localisation is ongoing. “We continuously analyse and adapt to the evolving needs of the Middle East market,” says Kapoor. “This means staying ahead of regulatory changes, technological advancements, and cultural shifts. It’s a dynamic process that requires constant vigilance and adaptability.”
ServiceNow’s Fares Asadi echoes this sentiment, emphasising the importance of flexibility in their approach. “Our goal is to provide a platform that feels native to our users, regardless of where they are. This requires us to be agile and responsive to changes in the market. By doing so, we can ensure that our solutions remain relevant and effective.”
Dr. Raf Fatani of Amazon Alexa highlights the role of innovation in localisation. “Innovation is at the heart of what we do. By leveraging the latest advancements in AI and machine learning, we can create solutions that are not only localised but also cutting-edge. This combination of localisation and innovation is key to our success in the Middle East.”
Ketaki Banga of Webidoo brings attention to the broader impact of localisation on the region’s economic development. “By supporting SMEs, we are helping to create jobs, drive economic growth, and foster innovation. This ripple effect on the entire economy, contributing to the region’s overall development.”
As these companies continue to push the boundaries of what’s possible, they are transforming their businesses and contributing to the broader goal of regional development. Their efforts pave the way for a more connected, innovative, and prosperous Middle East.
Ultimately, the story of localisation in the Middle East is one of collaboration, innovation, and commitment. It’s a story of global companies recognising the importance of understanding and adapting to local needs.
