Describe your current job role and a summary of the business model of your organisation.
Shazali Taha is responsible for establishing and leading AppyThings’ operations across the Middle East, Türkiye, and Africa. His role involves building the team, creating an ecosystem of partnerships, and driving strategic growth across the region.
AppyThings is a cloud integration specialist focused on API Management, Event Streaming Platforms, and API Security. The company helps organisations unlock their full potential through seamless IT integration and digital transformation, supporting hundreds of clients across EMEA with over 3,000 proven integration use cases.
What are your strengths and abilities that you bring to the above role?
With over 20 years of experience in the region, Taha brings a deep understanding of business culture, strong industry connections, and hands-on knowledge of key government initiatives such as Saudi Vision 2030. His strengths lie in building high-performing sales teams, forging strategic partnerships, and navigating complex enterprise environments.
Having led growth for global technology firms like Oracle and other multinational vendors, he specialises in driving revenue acceleration through API ecosystems and digital transformation strategies. His familiarity with local challenges and opportunities enables him to position AppyThings as a trusted technology partner across the region.
Please describe the expectations of the end customers that you address. What are their pain points today?
End customers in the public and private sectors across the region are under tremendous pressure to accelerate digitalisation. In a region where digital adoption across industries has reached 75% to 80% according to McKinsey & Co, customers expect innovative technology, rapid service delivery, and uncompromising quality. Governments and enterprises alike are striving to deliver fully digital services, aiming to position the region as a global leader in technology adoption.
However, many face challenges such as integrating legacy systems, maintaining security across increasingly complex IT environments, and scaling digital services quickly to meet evolving demands. Navigating cloud migration, adopting AI, and ensuring seamless API connectivity are critical pain points. Taha and the AppyThings team address these challenges through deep expertise in integration architecture, governance, monitoring, and API security, enabling clients to stay agile, resilient, and future-ready.
Which generic technologies and innovations can make a difference to your end customers’ business?
Cloud computing, AI, and digital service platforms are the major forces transforming businesses across the region. Cloud adoption allows organisations to scale operations with greater flexibility and speed, while AI enhances decision-making, automates processes, and powers smarter citizen and customer experiences. Critically, APIs form the connective tissue across these technologies, there is no AI without an API.
API management and event streaming platforms are essential to ensuring seamless interaction between applications, enabling organisations to offer reliable, secure, and efficient digital services. The AppyThings team focus on empowering businesses with these foundational technologies, helping them harness the full potential of cloud, AI, and digitalisation. In today’s environment, robust integration is not just a technical advantage , it is a business imperative.
How can a channel partner in your industry disrupt the regional market and gain a leading competitive position?
Taha believes that focus and specialisation are critical for disruption. A channel partner can gain a leading position by being niche , mastering a domain like API management rather than being a generalist. Combining deep technical expertise, strong reference-ability through successful deployments, and the ability to tailor vendor products to local customer needs is key.
At AppyThings, the team acts as a vital bridge between vendor innovation and customer requirements, building custom modules and extensions that enhance product value. Partners who add real, meaningful value beyond simple reselling will earn market trust and leadership.
Which non-competitive business in the region do you admire for innovative usage of technology?
While not focused on a specific business, Taha admires the rapid digital transformation underway in Saudi Arabia. The Kingdom’s public sector is setting a global benchmark in technology adoption and execution speed. Vision 2030 has spurred unprecedented investment in smart cities, AI, and e-government services.
The agility and ambition demonstrated by Saudi Arabia’s government entities are remarkable. They are not merely adopting technology; they are reshaping citizen experiences and building the future economy. Having worked across the region for two decades, Taha finds it inspiring to witness such a level of commitment and transformation.
Which aspects of your job role do you find rewarding and which challenging?
I find every aspect of my role rewarding, even the challenges. I love what I do, and that makes all the difference. Seeing the real-world impact of the solutions we help deliver , watching customers transform their operations and succeed , is incredibly fulfilling.
The most challenging part is keeping pace with the speed of change in technology and customer expectations, but that challenge is also what keeps me motivated. Technology changes the world for the better, and being part of that transformation, especially in a dynamic region like META, is a privilege.
How do you best like to de-stress and recharge off work?
I enjoy staying active through sports, particularly football, which helps me de-stress and recharge. I also enjoy travelling and exploring new cultures. This helps me disconnect and return to work refreshed.
