Behind every solution lies a story of people, empathy, and purpose — EVAD proves that meaningful human connections remain the true currency of success in the digital age.
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Technology may dominate the global business narrative, yet EVAD distinguishes itself through a people-first approach to cybersecurity distribution. Within a short period, the company has built a solid presence across the Middle East and Africa, fuelled by collaboration, empathy, and operational discipline.
Abdullah A. Qaisi, Chief Executive Officer and General Manager of EVAD, brings over 15 years of leadership experience across multinational organisations. Having successfully managed several companies, he now leads EVAD’s operations across the UAE, Jordan, Saudi Arabia, and Africa. His vision centres on empowering partnerships, fostering innovation, and driving cybersecurity excellence throughout the region.
Under his guidance, EVAD has evolved from a regional distributor into an ecosystem-led organisation that prioritises stakeholder satisfaction — empowering vendors, partners, customers, and employees to succeed together.
Qaisi spoke to Sandhya D’Mello, Technology Editor, CPI Media Group on EVAD’s journey, the principles that define its culture, and how collaboration continues to shape EVAD’s role in the regional cybersecurity landscape.
Interview Excerpts:
EVAD has established itself as a trusted cybersecurity distributor across the Middle East and Africa in a relatively short span of time. How did teamwork and collaboration shape EVAD’s journey from inception to becoming a multi-country success story?
When I started building my team, I remembered something I once read in a book — “First who, then what.” It means that if you find the right people, bring them onboard first, and then figure out what they’ll do, because great talent always finds purpose.
At EVAD, our focus has always been on people — finding talent, nurturing it, and blending it into a strong ecosystem. Our success is not about one individual or one technology; it’s about teamwork. One person’s effort can take you somewhere, but the collective effort of a team takes you much further. EVAD’s story is about people and collaboration — not just the products we sell.
You often emphasise the power of partnerships. What is your philosophy when it comes to building long-term relationships with vendors and channel partners, and how does EVAD maintain trust in such a competitive market?
Everyone in business is looking for success and growth. For me, partnerships thrive when everyone involved wins. If I win but my partner doesn’t, that relationship won’t last. So, at EVAD, we think from a “win–win” perspective.
“When we work with vendors, channel partners, or even end-users, we ask: how can they win with us? Because when they win, we naturally succeed too. I don’t believe in short-term victories — I believe in sustainable, mutual growth. Winning alone might feel big for the moment, but it doesn’t last. Winning together creates lasting value.”
With operations spanning the UAE, Jordan, KSA, and Africa, how does EVAD ensure consistency in customer experience, service quality, and support across such diverse markets?
That’s a great question, because it goes back to our DNA. At EVAD, we’re not an individual-centric company — we’re an ecosystem-centric company. My role as a leader is to distribute power, not hold it. Leadership is about creating a structure that runs smoothly even without constant supervision.
To succeed across multiple countries, we rely on three pillars: people, processes, and buy-in. We hire talented individuals, build strong operational processes with governance and structure, and ensure everyone genuinely believes in our mission. Without that buy-in, even the best people and systems fail. By making EVAD ecosystem-centric, not person-centric — not even around me — we ensure that our growth and quality are consistent everywhere.
Cybersecurity distribution today is about more than just products — it’s about enablement. How does EVAD empower its partners through training, presales support, and technical expertise to deliver tangible value to customers?
Many would answer this by listing standard enablement programs, incentive schemes, and account mappings. But at EVAD, we go deeper. We tailor our support based on each partner’s needs.
Some partners don’t need technical training — they just need us to execute. In such cases, we tell them: “Don’t work for us; let us work for you.” We handle the presales, sales activities, and closure, and the win belongs to them.
Others prefer joint engagement, so we equip them with the right technical and sales expertise to represent our solutions confidently. And then there are partners who simply need opportunities to cross-sell into existing accounts — and we make that happen too.
Our philosophy is always: what’s in it for them first, before what’s in it for us. This mindset creates satisfaction across all stakeholders — vendors, partners, customers, and our internal team. That’s the EVAD way.
EVAD’s client portfolio includes key government and enterprise organisations. What factors have helped you become a preferred cybersecurity partner for such critical sectors?
Beyond our technical strength, I’d say our consulting mindset sets us apart. We’re not salespeople; we’re advisors. Our goal is to help clients understand what they truly need — and sometimes, what they don’t.
I tell my team: a great salesperson must have four kinds of confidence — self-confidence, confidence in the product, confidence that the solution genuinely benefits the customer, and the discipline to follow up effectively.
I don’t measure my team by sales numbers alone but by the quality of their activities. If they’re focused on the right activities with the right intent, the results will always follow.
You’ve spoken about the “human side” of business in an industry dominated by technology. How does EVAD balance innovation with empathy?
The world is now driven by AI, where empathy and emotion often get lost. But I believe that in the future, the most valuable skill will be understanding and connecting with people. Technology evolves, but relationships are built by humans.
At EVAD, we remind ourselves that people buy from people. Whether it’s a client, vendor, or partner, behind every transaction is a human being with emotions and expectations. If you don’t recognise that, you lose the heart of business. Our philosophy is simple — we are people who care about people.
How does EVAD’s ecosystem stay ahead of emerging risks through vendor partnerships and technology innovation?
Today’s market is full of noise — too many products, too many promises. Customers are overwhelmed by choice. So we focus on clarity — the signal, not the noise. We group our offerings into bundles like data security, network security, and infrastructure security. When customers buy from us, they get an integrated bundle — unified support, better pricing, and stronger performance. This approach simplifies their decision-making and ensures they get complete solutions, not just standalone products. We’re moving from product distribution to ecosystem enablement.
Looking ahead, what is your vision for EVAD’s next phase of growth in the Middle East and Africa?
My vision for EVAD is limitless. I want it to thrive long beyond my lifetime. The secret is simple — if we take care of our team, and they take care of our partners, customers, and community, the company will sustain itself. We’ve already expanded into Kenya, covering the English-speaking African region, and plan to grow further into Africa and Asia. My focus now is maintaining and strengthening our ecosystem. If that remains healthy, EVAD will continue to grow anywhere.
The UAE is a digital-first nation, leading transformation across the region. How do you see the channel ecosystem evolving, and how is EVAD positioned to grow with it?
The UAE is always ahead — it was living in the future 15 years ago, and its leadership continues to think 20–30 years ahead. Everything is moving toward managed services, cloud infrastructure, and AI-driven solutions. This shift demands a strong, integrated ecosystem — and that’s exactly what EVAD represents.
“We see ourselves as part of the UAE’s digital fabric, connecting innovation with execution.”
What are your top three tips for building an excellent team that drives success?
First who, then what. Always start by hiring people who fit your culture, not just the job description. Skills can be taught; values can’t.
- Build leaders, not followers. A leader who doesn’t create new leaders fails. Every member of my team is being prepared to lead one day — whether inside EVAD or beyond.
- Lead with empathy. Understand your people’s challenges. Take time to talk, listen, and support them — not because you’re their manager, but because you’re human.
Three principles — talent, succession, and empathy — define sustainable leadership.