Five Key Trends Driving A10 Networks’ Channel Growth in 2021

By: Chris Martin, Channel Leader for EMEA and APAC, A10 Networks

2020 was an extraordinary year and, if nothing else, the last 18 months have certainly accentuated the importance of digital resiliency. Now, as we move into a recovery phase post pandemic, our own research, undertaken earlier this year, highlighted that the workforce won’t return to pre-COVID working practices, and that we should expect a hybrid approach to the office environment. The research analysed how senior IT professionals in communication service provider organisations will adapt to a post-COVID-19 world, and the challenges they face with a more distributed workplace. It found that 67% believe their customers will continue to operate with employees working from home even post-pandemic.

Certainly, the consumer shift online is here to stay, whether that be for public services, retail, entertainment, or healthcare. Again, while some will return to shopping on the high street or going into the civic centre to pay their council tax, others will continue to enjoy the convenience that online delivers.

Technology Trends Fuelling Demand

Despite the disruption of the last year and a half, business has continued to evolve, and our channel has continued to grow as a result of five key trends.

The first is the acceleration and proliferation of IoT. In 2020, there was a noticeable shift in the types of businesses adopting IoT, which is now becoming mainstream as enterprises move from experimentation to deployment across global operations.

The second and probably most notable trend is the shift to the cloud as organisations continue their digital transformation journeys. In fact, cloud services spend was already growing much faster than on-premises IT spend at the beginning of 2020, and this momentum has only increased during the pandemic.

Thirdly, 5G deployment and the associated security issues is very much front-of-mind, which was also reflected in our research. When it comes to 5G, just under one-third of respondents (31%) we surveyed stated that maintaining a quality service and avoiding service outages were top security challenges. While 21% said unpredictable subscriber usage with changing patterns on the network was a top challenge. And certainly, we see channel partners helping customers with cloud migration and the adoption of 5G as they address concerns around network security and the current lack of agility and visibility throughout the IT infrastructure.

Overcoming Operational Complexity

 This brings me to the fourth trend which is around operational complexity. As organisations, regions and countries go in and out of lockdown and need to scale up or scale back certain initiatives, it has created significant IT challenges. In today’s digital business environment, you’ve got to stay agile and innovative to compete, grow, and thrive. In fact, even facing an uncertain economic outlook over the past year, 70% of businesses planned to maintain or increase digital transformation spending during the pandemic. As a result, we have seen high demand for solutions like A10 Thunder ADC and Harmony Controller, which empowers businesses to deliver secure application services across traditional data centres, and private, public and hybrid cloud environments. This solution underpins our vision to help businesses become more secure, responsive and agile as they bridge traditional and cloud-based application environments.

Finally, as ransomware attacks, DDoS, and other threats grow in sophistication, and enterprise environments become more distributed and dynamic, cyber security and compliance become critical challenges. Again, our research showed how important it is for organisations to protect against such threats. Forty-three percent stated that DDoS protection service for enterprise customers was a top security priority in 2021, while 39% of respondents said ransomware protection services for enterprise customers was their highest priority.

Focused Programmes that Support the Channel

All these trends have created demand for our products and services and have remained focus areas for both A10 Networks and our channel partners. To address these trends, we introduced five key channel initiatives at the start of 2021 in order to focus support and resources in these key areas:

  • Deal registration is paramount; we have had deal registration incentives running since the beginning of the year to ensure partners register leads in line with our areas of focus and business growth.
  • Distribution underpins our channel strategy and we have continued to recruit new partners across the region to ensure that we are well represented in all territories.
  • Building our ecosystem and partner network is key to our ongoing success. Our focus here is on partnering with players who are strong in key verticals and can bring talent and expertise to our customers.
  • Partner enablement: we launched a new technical ambassador programme, through which our technical team are mentoring our partner’s technical teams.
  • Finally, the Lead the Way initiative, which utilises our partner network to develop leads and marketing initiatives via our partner portal.

With channel front and centre to all our programme activities, we renamed our partner tiering model to: Member, Advanced and Elite, and we launched our Elevate to Elite programme designed to help accelerate our partners’ growth and enable them to fast track through the various partner levels.

Building a Bigger Footprint

Our channel strategy encompasses APAC, EMEA and South Asia and provides us a unique perspective across a large segment. This allows us to consolidate and coordinate our channel strategy to an ever-greater degree while also allowing for flexibility to manage customer and channel needs across individual countries and regions. But, above all, we appreciate that some countries will be emerging at a different pace to others, as lockdowns and restrictions are enforced and relaxed. Therefore, our overriding priority is the security and safety of our partners and customers around the world; we’re committed to working with them to achieve this.

Clean Beauty: Peacefull by Salama Mohamed

By Shereen Shabnam

As a journalist, I have met Salama Mohamed and her husband, Emirati content creator Khalid Al Ameri, a number of times at events and have always felt that as influential power couple, they are the most authentic social media personalities emerging out of the UAE.

Their day-to-day life and banter is what we most relate to living in the UAE and their down to earth personalities and ready smiles make leave a warm and positive impression on people they meet.

Salama has spoken about her skin being super sensitive a number of times and she sought to create a skincare brand to take care of the skin during all seasons. We find out more about Peacefull and Salama’s journey to becoming a skin care brand owner.

  1. Can you tell us about your career and what motivates you most each day?

Each day I wake up and I am blessed to be doing what I love. Peacefull coming to fruition was such a monumental moment for me and I hope that others are inspired by my story, so they too can bring their dreams to life.

Seeing an idea come to life only helps push me to go harder, from working with the formulas for our upcoming products to planning out the launch definitely keeps me motivated.

And of course, life as a whole, family is my ultimate motivation.

  1. How is the success of your much awaited skincare launch?

This is still a pinch-me moment! Peacefull coming to fruition was such a monumental moment for me and I hope that others are inspired by my story, so they too can bring their dreams to life.

Nothing makes me happier than knowing that we could make a difference in people’s lives and as their relationship with their skin grows stronger, to know we played a part in that.  This is the reason Peacefull exists and we will continue to work hard to spread this message far and wide.

  1. Best experience in life and the favourite part about starting a new brand?

There have been so many amazing moments in my life, I can’t pick just one! Everyday I wake up and I am truly blessed to be doing what I love.

With Peacefull, the last two years had been a rollercoaster, it had all the ups and downs as you can imagine, but seeing everything come together was truly one of the best moments in my life and made everything worth it.

  1. What are the challenges you might face when rolling out the brand to other markets?

Global expansion is definitely at the forefront for Peacefull. Entering new markets always comes with its own challenges as each country must be given individual attention and its own strategy. With this in mind, we are a research based company, are dermatologically tested for all skin types, including sensitive skin and approved by ESMA, which is the highest standardization in the UAE.

  1. Can you share your skincare regime with us?

Currently, my full routine for summer usually goes like this:

  • I start with our mugwort clay mask to cleanse my face. It is a face wash that gives you the benefits of wearing a clay mask but with hydration, so you are not stripping your natural skin moisture. If I have makeup on, then I’ll double cleanse, otherwise, I move on to the next step. I do this in the morning and evenings
  • Then I love using my hands to apply the Endless Purifying Toner. I love this step as it’s an essence enriched toner, so I’m getting maximum hydration on the deepest level
  • Next, I use an under-eye cream
  • On days where I have more time, and just want to pamper myself a little more, I’ll use a sheet mask
  • Then I’m putting on our Ever Glow Moisturizer and what I love is it doesn’t leave you feeling like a glazed donut. There is no stickiness, oily or greasy feel and yet it plumps your skin and gives you the natural, healthy glow that you deserve, especially during summer, when it’s so hot and humid
  • And finally, I’ll put on some SPF, a very important step so it should never be missed
  1. Favourite part of the day?

I can’t pick just one! The highlight of my day is getting hugs and kisses from Khalifa and Abdullah when they wake up. My skincare routine gives me life but also, getting in a good meal between work and the many meetings throughout the day.

  1. What is one super power you wish you had?

Invisibility! Being invisible for just one hour everyday would be pretty cool, then I could sit, drink my tea and just chill.

  1. Can you share your thoughts or advice to the younger generation who look up to you as a role model?

The most important thing is to be in tune with yourself and your heart everyday. When you work and walk with good intentions, this radiates throughout your person and promotes peace within and to those around you. Also, surround yourself with positivity and don’t forget to hydrate!

#GlobalTrendMonitor  #SalamaMohamed #Peacefull #Skincare #Beauty #Lifestyle #Emirati #magazineUAE #magazine #mediaUAE #UAEbusiness #myDubai 

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