GET TO KNOW technology decisions aren’ t always aligned with strategic priorities.
Endava takes a hands-on, collaborative approach to solving these challenges. Instead of offering onesize-fits-all solutions, the company works closely with clients to pinpoint where they can get the most value, whether that’ s modernising their architecture, improving data pipelines, streamlining CI, CD processes, or fostering a product-led mindset that keeps technology aligned with business objectives.
Which key technologies and innovations are making the biggest difference to your end customers’ business today?
Artificial Intelligence is understandably in the spotlight, but its rise has highlighted foundational weaknesses that need to be addressed.
Endava’ s most successful clients are those who prioritise strengthening their core systems. Wellmanaged data, automated deployments, and clean architectural practices create the conditions for sustainable innovation. These foundations enable AI and other advanced technologies to move beyond isolated experiments into business-as-usual operations.
Endava doesn’ t just help clients adopt AI, the company uses AI to accelerate the process of modernising their customers’ core systems. This means end customers don’ t just experiment with emerging tech; they’ re positioned to extract real, long-term value from it.
Which non-competitive business in the region do you admire for its innovative use of technology?
Ulhaq admires the Ministry of Hajj and Umrah for its innovative use of technology in managing the annual pilgrimage. Coordinating the logistics and safety of millions of pilgrims is a monumental task, and the Ministry continues to embrace digital solutions that enhance safety, efficiency, and experience.
Ulhaq is passionate about systems thinking, how all the moving parts of a business fit together and where technology can create real impact.
What’ s particularly impressive is how they continue to refine and improve these systems year after year. It’ s a great example of how technology, when applied thoughtfully, and iteratively, can tackle immensely complex real-world challenges at an incredible scale.
Which aspects of your job role do you find rewarding, and which do you find challenging?
The most rewarding aspect of Ulhaq’ s role is witnessing transformation firsthand. When he and the team collaborate closely with a client, understand their needs, and support their journey toward meaningful change, the sense of shared achievement is deeply satisfying.
The biggest challenge is prioritisation. There are countless opportunities to support organisations, but Ulhaq and his team must be focused and deliberate in how they allocate resources. As much as the company would love to help everyone, Ulhaq and his team must concentrate on where they can deliver the greatest value.
How do you like to de-stress and recharge outside of work?
Ulhaq finds that spending time with his children is both energising and grounding. Experiencing the world through their eyes reminds him of what truly
matters. Outside of family life, he enjoys learning new languages, reading, and travelling – all of which fuel his curiosity and broaden his perspective.
What is the best piece of advice you have been given?
If you can help someone, help them; if you can’ t, don’ t hinder them. This guiding principle, shared with Ulhaq by his dear father, has shaped his approach to both life and work. It embodies a mindset of empathy and integrity that’ s just as critical in the workplace as it is in personal relationships.
While it may contrast with the typical high-pressure consultancy culture, this approach fosters inner clarity and a sense of ethical grounding. Many Muslims strive to emulate the character of the Prophet Muhammad, peace and blessings be upon him, and Ulhaq believes that upholding good character at work is just as important as upholding it at home. p
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