Freshworks Inc has unveiled its latest data centre in the UAE, powered by Amazon Web Services (AWS), highlighting its commitment to fostering innovation across the Middle East and Africa (MEA). This move aims to simplify access for businesses to leverage Freshworks' advanced, AI-driven solutions for customer and employee service.

"We are excited to enhance our footprint in MEA with the establishment of our new data centre in the UAE," stated Abe Smith, Freshworks' Chief of Global Field Operations. "This strategic investment underscores our commitment to aiding the growth and digital transformation of businesses in the region. Companies requiring data compliance within the UAE can now rely on us for top-tier business software in Customer Service, IT, and Sales and Marketing. Freshworks will collaborate with AWS on joint marketing initiatives to better serve our shared customers in the region."

The data centre will cater to customers from 72 countries, positioning the UAE as the hub for Freshworks' MEA operations. Utilizing AWS, the world's leading cloud platform, the data centre will host all of Freshworks' products and leverage AWS's extensive capabilities.

"Data residency has been a key concern for our customers in the region, and we are committed to addressing it," said Sandie Overtveld, Senior Vice President of Freshworks APAC and MEA. "We believe this data centre will enhance our solution performance, enabling businesses to better serve their customers and employees in the UAE."

According to Freshworks' research, 84% of employees currently use generative AI in their business operations. In the UAE, excluding government sectors, there is a potential market of approximately $300 million in areas that Freshworks specializes in.

"Freshworks has significantly improved our customer experience management," commented Habib Afzal, Head of Omni Channel at Magrabi. "Their solutions have streamlined our processes and improved our visibility across functions. We look forward to the benefits that Freshworks' new data centre in the UAE will bring to businesses like ours in the region."

"We are eager to support Freshworks' expansion in the MEA region," said Praveen Sridhar, head of Partner Business at AWS India and South Asia. "The launch of the AWS Middle East (UAE) Region aligns with Freshworks' strategy to improve service delivery. This partnership leverages AWS's infrastructure to offer enhanced performance, scalability, and flexibility, reflecting our shared commitment to driving business growth and delivering AI-enabled, customer-centric solutions."

The UAE data centre marks a significant step in Freshworks' expansion strategy in MEA, emphasizing its dedication to making it effortless for companies to enhance customer and employee satisfaction. Freshworks' prominent clients in the region include Aramex, Landmark Group, and Magrabi.