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Nasri Nassereddine leads the regional growth strategy across the Middle East, focusing on driving adoption of advanced IoT solutions. His role includes shaping goto-market initiatives, enabling strategic partnerships, and delivering vertical-specific solutions.

Cumulocity is a device-agnostic, cloud-based IoT platform provider supporting industries such as energy, utilities, smart cities, sustainability and manufacturing. The business model is built on hybridcloud based licensing, ecosystem enablement, and co-innovation with partners to accelerate digital outcomes. Known for openness and rapid deployment, the platform enables enterprises to connect, manage, and analyse assets efficiently.

What are your strengths and abilities that you bring to the above role?

With deep understanding of Middle Eastern dynamics, Nassereddine offers tailored engagement models that resonate locally. His proven experience in IoT and digital architecture enables faster enterprise transformation, while his innate ability to lead multicultural teams and partners and design regionally aligned go-to-market strategies makes him a valuable driver of innovation across fast-evolving digital landscapes.

Please describe the expectations of the end customers that you address. What are their pain points today?

End customers in sectors such as energy, utilities, logistics, and manufacturing are seeking reliable, scalable, and secure IoT platforms that deliver measurable business impact. Their prioritise operational efficiency, sustainability, cost control, and intelligent automation. A growing number aim to integrate real-time insights, AI-driven decisionmaking, and predictive maintenance to optimise asset performance and reduce unplanned downtime.

Nassereddine brings a unique blend of technical expertise, business acumen, and market insight. He simplifies complex technologies into clear, outcomedriven narratives, drives strategic alliances, and scales partner ecosystems effectively.

However, they face significant challenges – fragmented data across legacy systems, high integration costs, slow time-to-value, costly connectivity, cybersecurity risks, and the lack of local talent to maintain complex digital ecosystems. Many also struggle with to align

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