Heading for Dubai: Middle East market and shared ambitions

Hello Arwa, hello Yohan, and thank you both for agreeing to talk to us about your adventure in Dubai.
You recently took part in a key event in the region, alongside strategic players in digital and digital transformation. To begin with, what struck you most while you were there?

Arwa: What struck me most about Dubai was the growing interest in innovation in the region and the receptiveness of businesses to new digital solutions.
What particularly struck me was the strong commitment of Yohan and Inforca, as Ibexa's expert partner, providing technical expertise and a real desire to contribute to the region's digital transformation.

Arwa and Yohan at the conference organised by Ibexa

The discussions also revealed a great deal of interest in our value proposition, particularly around the multilingual and multicultural approach that is essential for successful global expansion.

Yohan: The Emirate's growth is staggering. New projects and innovations are springing up everywhere. I was particularly impressed by Arwa's mastery of the market.
Our discussions were very rewarding: we discovered ambitious projects, a digital transformation that is evolving at great speed, and even shared anecdotes about family life in Dubai, making these meetings both professional and human.

Thank you for your feedback. The dynamic you describe reflects a market that is accelerating rapidly. What do you see as the specific challenges facing the Middle East today? And what really makes it different?

Arwa: The Middle East market is characterised by strong demand for digital-first solutions, with users who are very demanding in terms of performance, accessibility and the mobile experience.
Agility is a key lever: we need to be able to integrate emerging technologies quickly while addressing a very diverse population, both linguistically and culturally.

The flexibility of composable architectures, local support and continuous innovation are essential for success in this environment.

Yohan: The majority of users here are digital natives. They demand mobile-first interfaces, instant response times and total availability.
But paradoxically, marketing is often poorly exploited: no personalisation, little consistency in user data.
Our solutions enable these practices to be structured: data unification, AI personalisation and omnichannel automation become tangible levers for growth.

One of the highlights of the event was a strong technological alliance: Composable + Multilingual + AI. What is it about this trio that is so transformative for businesses today?

Arwa: It's a revolution.

• Composable: we can rapidly deploy building blocks such as the CMS or the PIM, without any architectural constraints.
• Multilingual: content can be adapted for each market, without sacrificing consistency of experience.
• AI: this enables dynamic, real-time personalisation, which boosts conversions.

This combination reduces time-to-market, optimises TCO and improves overall performance.

Yohan: Exactly.

• Extreme modularity: each function can be plugged in or unplugged without friction.
  Immediate language coverage: thanks to our InLexIA engine, we can translate any content in a matter of minutes.
• AI: everything is adjusted live, based on user behaviour.
• The result? 50% less time-to-market, 40% lower TCO and better conversion.

Yohan, let's talk a little more about Inforca. Since Monaco, you've been developing a real international presence. What are your convictions in order to exist in such a demanding ecosystem?

Yohan: I'd sum it up in three convictions:

1. Combine Monegasque excellence with local roots
   Bring our rigour, while relying on local partners to respect the specificities of the market.
2. Focus on agility and innovation
   Composable architectures, AI, extreme flexibility = ultra-fast time-to-market.
3. Building trust
   Listening to customers, training local teams, on-site presence, 24/7 support.

We don't want to be a remote service provider, but a co-pilot of the local digital transformation.

Arwa alongside the Inforca team at Sate Expo in Dubai

And on the publisher side, Arwa, how do you see the strategic role of partners like Inforca in Ibexa's international development?

Arwa: Partners like Inforca are essential.
They translate our solutions into concrete actions on the ground. Their knowledge of local realities, coupled with technical expertise in our platform, guarantees successful adoption.
They are strategic relays for our growth, capable of carrying our vision while adapting it to each context.

Thank you both. Finally, what are the next concrete steps in your alliance in the region?

Arwa: We have a number of actions planned:

• Strengthening our local presence.
• Launch educational and engaging initiatives around our shared value proposition, our products and our services.
• Support the first customer cases to establish our presence.
• We see Inforca as a key strategic partner to support our strong growth in this market.

Yohan: Yes, the idea is to leverage our expertise together:

• Launch a series of "Tech Talks" webinars, targeted by sector (Smart City, pharma, finance, sport, etc.).
• Roll out sector-specific landing pages featuring our case studies.
• Launching InLexIA POCs on automated translation.
• And, of course, bringing our first institutional and business projects to fruition.

Interview by Alisée, Head of Digital Development and Events at Inforca, with Yohann, Director of Inforca's digital agency & Arwa, Head of Middle East, Spain & LATAM at Ibexa