Cisco and Comstor executives discuss support for SMBs

Tahawul Tech

07-05-2025

Wael Waheed, SMB territory business Manager, Cisco, KSA and Sherif Azzam, Business Unit Manager, Comstor, KSA, delve into the technological value of small businesses and the support Comstor is providing to help these partners grow faster.
What technology solutions do Small Businesses need?
Wael: As technology continues to evolve at an extraordinary pace, keeping up can feel overwhelming for small businesses. Just as one feels confident about being up-to-date and competitive, advancements propel the industry into new realms. With the increasing adoption of online and hybrid workforces, the advantages of cloud-based technology solutions have become more apparent than ever. For small businesses to remain competitive, agility and adaptability to technological changes are essential. Recognising the need for change is one thing; knowing how to address it effectively is another challenge altogether.
To navigate this landscape, small businesses should aim for a balanced approach to technology that aligns with their goals. This approach can be compared to a 'technology pyramid,' incorporating key elements such as flexible networking, seamless collaboration tools, and robust security measures to ensure productivity and resilience.
The foundation of this pyramid lies in effective networking solutions. Businesses must ensure that employees can access systems from any location and device. When selecting a networking platform, simplicity, flexibility, and built-in security should be prioritised. A user-friendly, cloud-based solution with mobile and web applications minimises onboarding time and simplifies issue resolution. Flexibility is critical; whether employees work remotely, in-office, or both, they should have uninterrupted access to the network. Furthermore, integrated security features that automatically update can protect against threats like malware and phishing without requiring additional monitoring or manual labour.
Collaboration tools form another vital layer of this pyramid. These tools enable teams to communicate efficiently through chat, video conferencing, shared files, and version control. High-quality video conferencing platforms allow employees to connect instantly across devices or dedicated conference rooms, fostering real-time collaboration on projects. Features such as screen sharing and file transfers ensure that teams remain aligned and productive.
Finally, cybersecurity serves as the backbone of this technological framework. Enhanced security measures like Virtual Private Networks (VPNs) offer encrypted connections that safeguard user activity and data across devices. Modern cybersecurity solutions provide secure access anytime, anywhere while offering visibility and control over potential breaches. Automated detection and response capabilities ensure swift protection against malware across all endpoints.
How should small and medium-sized businesses (SMBs) approach evaluating cloud-based technology options given their diverse perspectives?
Wael: Cloud-based technology offers small businesses unprecedented opportunities to streamline operations while maintaining security and flexibility. Contrary to misconceptions about complexity or maintenance requirements, today's cloud solutions are user-friendly, low-maintenance, and equipped with advanced encryption technologies managed by skilled experts. By leveraging these tools effectively, small businesses can position themselves for sustained growth in an increasingly digital world.
What support Comstor offer to its SMB partners to grow their business further?
Sherif: We understand that partners focusing on SMB segment often need additional support to keep their customers engaged and generate net new demand. To address this need, we provide marketing support to our partners who are challenged on resources and know-how, we offer Comstor's Marketing as a Service (MaaS). Under MaaS, we offer tailor-made marketing services such as digital campaigns, social media marketing, physical and virtual events to help our partners retain existing customers and onboard net new customers. All campaigns executed under MaaS follow a data-led approach and leverage insights from Intelligent Demand. For the unversed, Intelligent Demand (iD) is our analytics-led sales and marketing programme that leverages data insights, market intelligence, and channel expertise to deliver actionable insights for business growth. We work closely with our partners to deliver ROI-driven campaigns that are aligned to their goals and strategy.
Image Credit: Cisco & Comstor