Digital signage is holding steady in the Middle East, where crises have historically accelerated – not slowed – digitization. As Navori’s Issa Makhamreh tells invidis, the region’s resilience, strong local presence, and fast‑adapting customers keep momentum alive even as supply chains and travel remain disrupted.
Middle East: “Crises Often Accelerate Digitization”
The Middle East remains one of the world’s most dynamic digital signage markets – and for Navori, one of the region’s most successful ISVs, the current conflict has not changed that fundamental reality. invidis spoke with Issa Makhamreh, Navori’s Managing Director for the Middle East, who is already eager to return to customer visits and partner meetings.
Just days before the escalation, Navori announced a major partnership with Saudi telecom giant Solution by STC, aimed at targeting government and state‑owned enterprises across the Kingdom. But with airports closed to business travelers and clients still processing the shock of the situation, travel‑intensive business development remains on hold.
Yet, Issa Makhamreh sees familiar patterns: in the Middle East, crises often accelerate digitization. Public spaces, government entities, and large enterprises tend to fast‑track digital transformation when uncertainty rises – and he expects the same now.
But the short‑term challenges are significant. Supply chains are disrupted, with the blockade of the Strait of Hormuz driving up hardware prices and extending lead times. Operational workflows have shifted as large parts of the region default to remote work, complicating a business culture that relies heavily on in‑person meetings and relationship building. Inflationary pressure, rising oil prices, and temporarily stalled aviation and logistics networks add further strain to sales activities.
Still, Makhamreh remains confident: Navori’s regional presence is proving to be a strategic advantage. With teams in the UAE, Saudi Arabia, and Jordan, the company can continue supporting customers locally, even while travel is restricted. “It’s a differentiator – in good times and in more challenging ones,” he says. Despite higher costs and operational friction, Navori has not seen a drop in sales so far. And there is cautious optimism: with oil revenues filling GCC government budgets, Issa expects Q3 and Q4 to bring renewed momentum and larger‑scale projects.
In the Middle East, resilience is not just a cultural trait – it is a market dynamic. If previous crises are any indication, the region will not only recover but use the moment to push digitization harder. As Issa puts it: “In a crisis, people go digital.”
