Andrew Rossiter Joins Endava to Drive Google Cloud Strategy in MENA

Endava, a renowned Google Cloud Partner, has significantly strengthened its presence in the Middle East and North Africa (MENA) region, particularly focusing on key markets like Saudi Arabia and the UAE. The company recently established a new division aimed at helping enterprises in these countries harness the power of Google Cloud’s AI and data capabilities to efficiently process, analyze, and derive actionable insights from large-scale data. This move marks a pivotal step in Endava’s strategy to serve the MENA region as it continues to experience rapid technological and digital transformation.

At the helm of this new division is Andrew Rossiter, Endava’s Global Lead for this practice. Rossiter has relocated to the region to provide dedicated leadership and expertise to the new unit. His deep understanding of the MENA market, gained through extensive prior experience in the region, will be vital in driving the success of the division. Rossiter will split his time between Saudi Arabia and the UAE, focusing on developing tailored solutions that meet the specific needs of local businesses in these fast-evolving markets.

In a statement, David Boast, Managing Director for MENA at Endava, expressed the company’s commitment to being closer to its customers. He emphasized that the Middle East is not constrained by legacy infrastructure, allowing local enterprises to pioneer AI innovations and integrate advanced technologies at a pace that is often unparalleled in other regions. He highlighted that Google Cloud’s AI and data capabilities are central to enabling organizations in the region to scale intelligently and unlock valuable business insights, which will, in turn, drive growth and operational efficiency.

The new division is initially focusing on several key sectors that are critical to the development strategies of Saudi Arabia and the UAE, including finance, insurance, healthcare, and smart cities. These industries are especially important because they align with the region’s long-term goals, such as Saudi Arabia’s Vision 2030 and the UAE’s National Artificial Intelligence Strategy. Both of these national initiatives are designed to position the Middle East as a leader in the global AI and cloud services industries, with an emphasis on digital innovation and operational excellence.

Endava’s new division plans to leverage Machine Learning (ML) and other advanced capabilities of Google Cloud to help businesses in these sectors address complex challenges and unlock new opportunities. For example, the company envisions using real-time detection tools to help financial institutions prevent fraud, as well as deploying behavioral analytics and workflow automation to enhance customer conversion, improve service delivery, and drive customer retention.

Rossiter, who lived in the GCC (Gulf Cooperation Council) region between 2012 and 2017, has witnessed first-hand the rapid digital transformation that has taken place in the region. Reflecting on his return, Rossiter noted that when he first arrived, the digital interaction between businesses and government agencies was minimal. However, upon his return, he was amazed at the significant strides the region had made in adopting digital technologies across all sectors. The rapid pace of technological advancement, particularly in sectors like government services, financial services, and retail, has positioned the Middle East as a global hub for innovation.

Rossiter also acknowledged the national strategies being implemented in Saudi Arabia and the UAE, particularly Vision 2030 and the National Artificial Intelligence Strategy of the UAE. These initiatives are designed to catapult the region to the forefront of global technological leadership, emphasizing the use of AI to drive economic growth, sustainability, and innovation. According to Rossiter, the Middle East is rapidly becoming a central player in the global AI landscape, and the role of cloud services is increasingly vital to realizing these ambitions.

Through this expansion, Endava is poised to meet the growing demand for cloud-based solutions in the MENA region. The company’s expertise in integrating Google Cloud’s AI and data analytics tools will allow organizations in the region to solve complex business problems, streamline operations, and enhance customer experiences. Moreover, Endava’s ability to deliver these services through a “close-to-customer” approach ensures that the company is well-positioned to offer solutions that are tailored to the specific needs of local businesses, enabling them to capitalize on new opportunities in the fast-moving digital landscape.

This new division is a significant milestone in Endava’s strategy to expand its footprint in the MENA region, particularly as local businesses look to digital transformation to drive innovation and growth. The combination of global best practices with deep regional expertise will allow Endava to help businesses navigate the complexities of the digital era, enabling them to scale effectively and compete on a global stage. As the region continues to evolve and embrace new technologies, Endava is set to play a crucial role in shaping the future of cloud and AI adoption in the MENA region.