Why the Middle East presents a strategic growth opportunity for tech brands
- georgiafinney
- Jul 31
- 3 min read
By: Kevin Winfield, Managing Director
As the global technology stage continues to mature, the Middle East is emerging as a compelling and influential market for B2B tech businesses. With rapid digital transformation, a growing appetite for innovation and heavy investments towards national visions such as Saudi Arabia’s Vision 2020, the region presents a lucrative opportunity for tech brands looking to expand their global footprint.
The Jargon Group has seen this opportunity firsthand since we decided to formalise our presence in Dubai in 2022 to serve the region more closely. Led by Mohit Hira, we’ve successfully delivered a number of high-impact communications projects in the Middle East and, as an official PR partner for Gitex, one of the largest tech events in the world, we have had a front-row seat to the innovation shaping the Middle East.
Most recently, we also supported two long-standing clients of the Jargon Group as they looked to expand their reach to the region; offering valuable insights into how to build brand presence in this unique and evolving market.
Expanding a US-based cybersecurity firm’s presence in the UAE
Brief: Launch a cybersecurity brand in the UAE and establish the CEO as an authoritative voice in the sector
Approach: Developed a tailored UAE-focused strategy that aligned with local cybersecurity priories and challenges
Results: Secured tier-one media interviews and coverage for the CEO and boosted regional brand awareness
Launching an industry report for a travel tech brand
Brief: Launch a data-driven travel ranking campaign across key Middle East markets
Approach: Delivered a targeted media relations campaign focused on travel and lifestyle media in the UAE, Qatar and Saudi Arabia
Results: More than 20 pieces of coverage secured; including 8 tier-one placements. Highlights included TimeOut Dubai, What’s On Saudi and Gulf Business
Why the Middle East matters for tech
The Middle East is no longer just an emerging market; it’s a fast-moving hub of innovation and investments. For tech businesses, this offers a unique opportunity.
Technology investments: Countries like the UAE, Saudi Arabia and Qatar are investing heavily in technologies such as smart cities, AI and digital infrastructure; putting them at the forefront of innovation.
Tech-savvy populations: A large percentage of the population across the Middle East is under 30 which is driving the demand for cutting edge solutions.
Government-led initiatives: Public initiatives such as Saudi Arabia’s NEOM, a $500 billion smart city project, are creating new platforms for collaboration and transformation led by those in charge.
Tips for tech brands entering the Middle East
Expanding into the Middle East is more than just translating your existing materials into a new language, it requires a deep understanding of the region’s business culture, its media landscape and specific pain points that are experienced across multiple sectors.
Localise your messaging: What works in one market, doesn’t mean it will work in another. Tailor your message to reflect regional priorities and challenges within the region whether this be around sustainability, governmental influence or economic pursuits.
Build long-term relationships: Don’t chase quick wins to boost short-term visibility. Media relations in the Middle East are relationship-driven and you to need to invest in the time to understand the local media landscape, customs and establish trust.
Leverage regional events: GITEX, LEAP and other major events are incredible platforms to gain visibility, learn more about the specific regional pain points and connect with decision makers.
Partner with local experts: On-the-ground insight is an invaluable tool when looking to expand into a brand new market that carries such unique nuances and regulatory frameworks.
As we continue to grow our presence with the region, we’re excited at the possibilities for supporting tech businesses who are ready to expand into the Middle East.
Get in touch to discuss how we can support your Middle East communications strategy.
