11 February 2019
The arrival of 2019 marks the eighth year since we launched our G3 Comms Network (under the Genius brand) and, looking back, network technology has changed immensely. One thing hasn’t changed, though. From day one, we’ve always focused on dealing with the complexity of network management, so that our customers don’t have to. So, it’s rewarding to hear feedback from our customers who confirm it’s still a key advantage of our services today.
After all, delivering voice, communications and latency-sensitive applications across global organisations is never easy. Frequently, businesses don’t have the expertise, service providers don’t have the experience and network carriers don’t have the time to address the performance issues that can arise. On top of that, the current surge in demand for intricate collaboration and cloud services adds another layer of complexity that puts our network engineering skills to the test.
Complexity comes in different shapes and sizes and not always technical in nature. A good example of this came to light recently when we extended our global network infrastructure into the Middle East. By building a new network ‘node’ at state-of-the-art data centres in Dubai, we now have an excellent geographic location for connectivity, mid-point between Europe, Asia and Africa. With access to reliable fibre routing for internet and global services, this strategic location allows us to meet the escalating demand from the global businesses opening branches in the UAE.
So, what’s so difficult about that? You’d be surprised.
It’s not uncommon for us to receive a cry for help from ambitious service providers and cost-cutting IT managers that underestimate the challenge of setting up offices and data centre services overseas, particularly in developing economies. Factors such as regulatory compliance, pricing controls, restrictive practices, government intervention, partnerships, culture and even language all conspire to make life difficult, and that’s before dealing with the technology itself.
At Dubai we’ve taken time to build strong relationships with specialist partners in the UAE so as to create the all-important bespoke services our customers demand. With both fibre Ethernet and Broadband services available in region, we can provide a suitable and fit-for-purpose solution terminating directly in our node. Rather than simply taking the conventional route of sourcing Internet connection from a local UAE provider, we combine both international providers and peering in the local exchange to ensure that we can provide effective connectivity for customers whatever the destination. Also, with backhaul to both Asia and Europe from the Dubai node, we are able to provide direct connectivity to sites in these regions or join into customers’ existing networks.
Throughout the UAE, global organisations are opening regional offices, digital transformation is being embraced enthusiastically and an influx of the world’s leading cloud providers (Amazon, Azure, Oracle, Alibaba, etc) is set to release the latent demand for cloud services and connectivity. Through partnership with a UAE Licensed Entity, we can work with the regulator and the licensed operators to facilitate deployments of data centre services more easily and provide advice to customers investing in the Middle East. Increasingly, this includes the growing number of customers for cloud services that we can deliver locally rather than adopting the traditional practice of connecting with data centres back in Europe and Asia.
With our presence in Dubai we are now well positioned to help businesses capitalise on the wealth and exceptional economic growth forecast for the region in 2019 and beyond.
Unlike other global carriers in the region, though, we’ll use the flexibility of our infrastructure to deliver bespoke solutions to real-world network requirements, where problems are solved by being smart, not expensive.