Collaboration over competition powers future of cybersecurity, says EVAD
Abdullah A. Qaisi, CEO & General Manager of EVAD, shares how collaboration and storytelling are reshaping cybersecurity distribution in the region.
The 14th edition of GISEC Global witnessed a remarkable convergence of cybersecurity leaders, with vibrant energy lasting through all three days of the event. Among the notable voices was Abdullah A. Qaisi, CEO & General Manager of EVAD, who reflected on the evolving cybersecurity landscape, both regionally and globally. Having just returned from RSA Conference in San Francisco, Qaisi brought a unique perspective to the table—highlighting how the Middle East, and particularly GISEC, is matching global standards in terms of scale, relevance, and impact.
In his conversation with Tahawultech.com, Qaisi emphasised that cybersecurity today is less about product pitches and more about impactful storytelling and ecosystem collaboration. He underscored the importance of moving away from a siloed, competitive mindset toward a community-driven approach where distributors, vendors, and partners collectively raise awareness and readiness in the cybersecurity space.
Interview Excerpts:
How do you compare the energy and scale of GISEC 2025 with other global cybersecurity events?
Recently, I attended the RSA Conference in San Francisco, and coming from RSA to GISEC was a different kind of challenge—but a very exciting one. RSA is known for showcasing cutting-edge technologies, but I must say, coming back to Dubai and experiencing GISEC at this scale fills me with pride. This event truly matches international standards. Compared to last year, GISEC 2025 has seen higher visitor turnout and more focused interactions. The arrangements have been seamless, making it easy to connect and engage. Even on the third day, the energy feels like day one.
What did EVAD showcase at GISEC Global 2025?
This is our first year exhibiting at GISEC, although we've been part of other events like GITEX in the past. Choosing GISEC this year was the right move—its cybersecurity focus aligns perfectly with our position as a value-added distributor in the field. The audience here knows what they want, and that made it easier to present our offerings. At I(VAD), we believe cybersecurity isn't just a product to sell—it's a story to tell. We've focused on storytelling to help customers understand their needs and how our solutions fit.
The cybersecurity distribution space is growing fast. How do you view this evolution and competition?
Competition is intense, but I don't see other distributors as competitors. I see them as partners in building a stronger cybersecurity community. If one distributor grows, it benefits the entire ecosystem. For example, where EVAD is strong—like the UAE, Saudi Arabia, or even Kenya—we help others gain ground, and vice versa. This shared growth enriches the community. It's about collaboration, not combat. Our collective goal should be to raise awareness and understanding of cybersecurity together.
That's an inspiring perspective. How do you foster this mindset across the cybersecurity community?
We need to stop operating in silos. I had a recent experience at our booth where a client arrived with a distributor. The moment I introduced myself, the distributor said they couldn't engage as they were from a competing firm. I told them, 'Let's collaborate. If I can't close the deal, maybe you will. Or maybe we do it together.' That mindset shift—from competition to cooperation—is key. If your competitor is doing well, don't pull them down—rise to their level. Together, we can build a safer ecosystem.
What challenges still exist in making cybersecurity more relatable?
The issue is that people outside the cybersecurity world still see us as a cost rather than a safeguard. That's because the domain is complex and often poorly understood. To change this perception, we need more storytellers.
'We must humanise cybersecurity through storytelling—explain it in ways that resonate with real business needs. Once we do that, understanding and investment will follow naturally.'
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