As Saudi Arabia’s ICT market races to support Vision 2030 giga-projects, smart cities, and a booming hospitality and education sector, the channel is the engine that turns ambitious plans into connected reality.
In this exclusive interview for Tahawultech’s Digital feature, senior executives from Westcon-Comstor Middle East and RUCKUS outline how a sharpened channel strategy, local enablement, and purpose-built networking are unlocking growth across the Kingdom.
Why double down on the channel in KSA now?
Tidiane Lo: The Middle East and Africa region delivered strong growth in 2025, with MEA contributing meaningfully to Westcon-Comstor’s global performance driven by cybersecurity, cloud, and AI driven networking. In KSA specifically, the pace of digital transformation under Vision 2030 means partners can no longer be just box-movers; they must be solution architects, managed service providers, and outcome enablers.
Our job as a value-added distributor is to equip them with the skills, tools, and co-selling muscle to win in high-density, mission-critical environments exactly where RUCKUS excels.
Amer Carouba: In the Gulf, and especially KSA, we’re seeing partners prioritize data-led offerings to unlock new revenue streams. Our Intelligent Demand engine supported more than 1,200 channel campaigns globally in 2025, up 132% year-on-year, and that momentum is carrying into 2026. For RUCKUS, that means we’re not just moving hardware; we’re orchestrating demand, registering deals earlier, and aligning marketing, pre-sales, and funding so partners can convert opportunities faster.
Steve Johnson: Saudi Arabia is one of the region’s most dynamic technology markets, with opportunities extending well beyond any single project. Vision 2030 is accelerating investment across hospitality, education, healthcare, and large public venues, environments where networks must perform reliably as user numbers, device counts, and expectations rise.
Our channel focus helps turn that demand into lasting customer value. We equip partners to design, deploy, and operate purpose-driven networks that deliver more reliable connectivity, clearer operational visibility, and better experiences. As operators bring guest access, staff applications, smart-room technologies, and property systems onto a common network, partners that lead with business outcomes, not just technical specifications, will stand out.
What’s different about RUCKUS’ channel strategy in 2026?
Steve Johnson: Our channel strategy is built around three priorities: specialization, simplicity, and speed.
First, we are strengthening our focus on key verticals, particularly hospitality, education, healthcare, MDUs, and large public venues, with reference architectures and training tailored to each environment’s needs, helping our partners developing specialized expertise.
Second, we are simplifying how partners engage with RUCKUS through clearer commercial programs, practical enablement, focused programs and stronger alignment between our sales, technical, and distribution teams.
Third, we are accelerating execution. Working closely with distributors such as Westcon-Comstor, our focus is on improving access to products through local inventory, presales expertise, demo equipment, deal support, market development funds, and co-marketing resources.
Ultimately, our goal is to help partners increase their competitiveness, improve profitability, and build sustainable businesses around RUCKUS solutions.
How does this play out on the ground in KSA?
Amer Carouba: Locally, we’re aligning three levers:
- Partner enablement: Certification paths, design workshops, and hands-on labs focused on high density Wi-Fi, switching, and cloud management.
- Demand generation: Co-funded campaigns targeting hospitality, education, healthcare, and
smart buildings segments where RUCKUS’ BeamFlex, mesh, and AI-driven assurance deliver clear differentiation. - Co-selling: Joint account planning with priority on giga-projects, NEOM-related ecosystems, Riyadh Season venues, and large campuses where network failure is not an option.
Steve Johnson:
In Saudi Arabia, customers are increasingly looking for integrated, high-performance networking solutions that can support growing numbers of users, connected devices, and business-critical applications.
This is where RUCKUS brings significant value. Our patented BeamFlex ® technology, Wi-Fi 7 portfolio, AI-driven network assurance, integrated switching, and cloud-based management capabilities enable partners to address complex networking requirements while simplifying deployment and operations.
This is particularly relevant in hospitality, education, and large-scale developments, where network reliability, coverage, and consistent user experiences are essential.
The strongest partners translate these capabilities into outcomes customers value: predictable connectivity, fewer recurring issues, faster fault isolation, and a consistent experience across every site.
What should partners in KSA do differently in the next 12 months?
Tidiane Lo: Move up the stack. The partners growing fastest are those layering managed services, analytics, and security onto strong networking foundations. With RUCKUS, that means selling outcomes: “99.9% guest satisfaction,” “zero Wi-Fi complaints during peak check-in,” or “single pane of glass for all properties.”
Amer Carouba: Use the programs. Register opportunities early, leverage education and vertical promotions, and tap into MDF and demo resources to prove value before the tender stage.
Data-driven campaigning is no longer optional; it’s how you build pipeline and protect margins.
Steve Johnson: Partners should focus on three priorities.
First, specialize in the industries where they can create the greatest value. Understanding the specific requirements of hospitality, education, healthcare, and other high-growth sectors is becoming increasingly important.
Second, invest in technical expertise and certifications. Customers are looking for trusted advisors who can design, deploy, and manage increasingly complex network environments.
Third, move beyond transactional hardware sales toward solution-led engagements and long-term customer relationships. By combining RUCKUS networking technologies with cloud management, AI-driven assurance, and lifecycle services, partners can create additional revenue opportunities while delivering measurable business outcomes.
The partners that successfully combine vertical expertise, technical capabilities, and a services-led approach will be best positioned to grow in the Saudi market.
What is one message you would give to the KSA channel?
Tidiane Lo: KSA’s channel is vibrant and ambitious; our commitment is to give you the expertise, resources, and co-selling engine to turn that ambition into profitable, recurring growth.
Amer Carouba: Data-led, outcome-focused selling is the shortcut to margin and stickiness let’s use RUCKUS’ strengths and our demand engine to make every campaign count.
Steve Johnson: Saudi Arabia represents an exceptional opportunity for the channel to move beyond technology delivery and become strategic partners to their customers, and RUCKUS is committed to helping our partners capitalise on it.
Our focus is clear: deliver differentiated technology, strengthen local capabilities, and enable our partners to compete, win, and grow profitably.
Working with Westcon-Comstor, we want to build a stronger partner ecosystem that goes beyond delivering connectivity to creating exceptional customer experiences and long-term business value.
Image Credit: Westcon-Comstor Middle East and RUCKUS
Source: Tahawul Tech