Top 10 Inspiring Business Leaders Making a Difference in 2022.pdf

www.insightssuccess.com
Unlocking the True Poten al
of an Integrated Human & Digital Workplace
Carneiro Cox
VOL-12 | ISSUE-11 | 2022
Paula Carneiro Cox,
SVP of Business Development
Top
Inspiring
Business Leaders
Making a
Difference
in 2022

Benchmarking
Brilliance
Editor’s Desk
Abhishek Joshi
Abhishek Joshi

n this modern era, business leaders are searching for
Iways to lead their teams to success and adapt to current
events that have thrown many companies into a loop.
Good leadership is difficult in times of change and crisis,
and many managers are realizing that the many tried and
true business strategies of the past are not applicable to the
current state of world affairs.
Many leaders are choosing to adopt managing styles that
are more focused on keeping their team lean, agile, and
adaptive. The ability of organizations to stay flexible is
more important than ever, given how unpredictable the
future is today. Moreover, much of the conventional
wisdom about management has been turned on its head due
to the adoption of new technologies that have significantly
changed the business culture of many companies.
Managers should have a clear vision of what they are trying
to achieve and be able to inspire this vision in their
subordinates. A leader’s vision should be clear and
meaningful. Setting a vision your team can rally behind and
tangibly work toward is crucial.
Sharing this wisdom will make workers feel like they are
part of a collective whole that is working together towards
the same goal. Without a vision, employees are more likely
to be isolated and self-serving, which can lead to infighting
and conflict in an organization.
In today’s fast-paced digital world, stagnation and close-
mindedness are a good leader’s worst enemies. Effective
managers are constantly learning new skills and expanding
their set of skills. Doing so allows them to communicate
more easily with different team members that might possess
their own unique expertise.
Constantly keeping an open mind and approaching business
from a learning perspective also allows them to foster a
more diverse work environment that accepts and
encourages all sorts of different perspectives.
Embracing the journey of such staunch business leaders that
are revolutionizing the modern business arena, Insights
Success’ latest edition, sheds light on the Top 10 Inspiring
Business Leaders Making a Difference in 2022.
Flip through the pages and explore the fundamentals of
success with the resolute leadership charismas.
Have a Delightful read!

ARTICLE Leadership Redefined
Enroute to Success
28
08
Boris Kontsevoi
Bringing Concepts to Reality
16
Edwin Bessant
Leading With Courage,
Tenacity, and Diligence
20
Unlocking the True Poten al of an Integrated
Human & Digital Workplace

JODY Paulus
Offering Innovative Nano-coating Solutions
30
Mimoun A. Assraoui
34
Wael A. Itani
A Continual Pursuit of Freshness
44
Tony Bates
Driving Innovative Technological Shifts
with Empathy at Forefront
42
Henrik Andersson
Pioneering Smart Retail 2.0
24
38
Nabil Ben Soussia
Thriving for a Significant Change
Addressing Migration Needs of Investors
and High-net-worth Individuals

sales@insightssuccess.com
December, 2022
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Merry D'Souza
Managing Editor Executive Editor Assistant Editors
Visualizer
David King
Art & Design Director Associate Designer
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Martin
Business Development Executives
Steve, Aidan
Jacob Smile
Prachi Mokashi Dominique T.
SME-SMO Executive
Sagar Lhigade Frank Adams
Circulation Manager
Robert Brown Stella Andrew David Stokes
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Abhishek Joshi
Revati Badkas
Jenny Fernandes Anish Miller
Sandeep Tikode

Brief
Company Name
Intetics Inc. is a leading global technology company.
Featured Person
Intetics
intetics.com
Boris Kontsevoi
CEO
Ceuta Group works with some of the most dynamic brands in
Health & Personal Care and Food & Drink.
Ceuta Group
ceutagroup.com
Edwin Bessant
CEO
Henrik Andersson Shelf Strip displays ﬁt perfectly in front of
your standard shelves.
Henrik Andersson
Instorescreen.com
Henrik Andersson
CEO
Studio Moderna is a leading omnichannel, multi-brand and
direct-to-consumer retailer.
Studio Moderna
studio-moderna.com
Jan Heere
CEO
Europlasma is a global technology leader in innovative nano-
coating solutions.
Europlasma
europlasma.be
Jody Paulus
CEO
RIF Trust's overall strategic direction is to provide HNWI and
their families with second citizenship & EU residency
solutions.
RIF TRUST and
Latitude Group
riftrust.com
Mimoun Assraoui
CEO
IEC Telecom is an international satellite service operator.
IEC Telecom
iec-telecom.com
Nabil Ben Soussia
CEO
Genesys cloud technology helps ensure customers are
remembered, heard and understood.
Genesys
genesys.com
Tony Bates
CEO
General Poultry Company specializes in poultry farming & sale
of fresh table eggs accounting for a 65% share of local Bahraini
egg production.
General Poultry Company
gpc.bh
Wael Itani
CEO
Top
Inspiring
Business Leaders
Making a
Difference
in 2022
As the Senior Vice President of Business Development, Paula
is committed to helping clients quickly deliver quality and
value back to their organization.
WonderBotz
WonderBotz.com
Paula Carneiro Cox
SVP of Business
Development

Paula Carneiro Cox,

C O V E R S T O R Y
Unlocking the True Poten al of an Integrated
Human & Digital Workplace
As a leader I have learned it is
important to show the next
generation to recognize that
humility is key. It is important to
stay equal parts inquisitive,
teachable and hard-working to make
it in today’s modern world.”

identifying and delivering value is the only way to
Idevelop scalable growth strategies for an organization
while remaining obsessed with customer needs.
Through a commitment to being a leader from any position
on the team you can assist in propelling the company to
newer heights. Letting authenticity and humility guide her,
Paula Carneiro Cox leads that charge, managing a business
development team whose responsibility is to match value to
needs within the WonderBotz customer base. She attracts
new clients through compelling content, web engagement
and community education.
As the Senior Vice President of Business Development,
Paula is committed to helping clients quickly deliver quality
and significance back to their organization. Her strength is
helping them identify roadmaps to value and encouraging
internal networking among executives. WonderBotz is a
professional services firm focused on the advisory, design,
deployment, and ongoing management of Intelligent
Process Automation involved in solution-based outcomes.
Insights Success caught up with Paula in our endeavor to
find "Top 10 Inspiring Business Leaders Making a
Difference in 2022" and talked about her professional
journey, the roles she played in operations prior to her
current role as a growth leader, and how it led to a career
following her passion for connecting people, technology
and processes.
Below are the highlights of the interview:
Briefly describe your professional journey up until now.
I started my career at a Global Manufacturing and Logistics
organization, mapping out processes and interactions
between systems, people, and ultimately, technicians. That
segued into a proper Process Analyst role where my job was
to write the procedural documentation and capture SLAs for
the BlackBerry Global Data Center team. Through a series
of operational-related roles and process improvement
projects, I began to realize I had a gift for simplifying
complex tech challenges for business leaders. My career
morphed with a few turns into the M&A space, always with
a laser focus on my interest in process improvement and
efficiency. These disciplines naturally transition into a
consulting role in the automation space. I turned my visio
documents into Robot Design Documents and haven't
looked back. Today I sit on the leadership team at
WonderBotz, servicing clients who want to improve their
organization, their employees, and their quality of work-life
through intelligent automation. I have a feeling I'll be
sticking around this industry and line of work for years to
come.
What challenges did you face along the way?
In my early tech career, I was always one of the only
women in the room, and I was certainly the youngest by far.
It didn't hinder my growth, but it helped shape my
diplomacy tactics and refined my EQ so that I could be
effective and my voice would be just as influential as my
male counterparts climbing the ranks. I've always advocated
for equal representation and have only had a few snags
along the way as have most women executives in my circle,
but they were good learning moments for me and have
served as valuable stories for the women I mentor in the
technology space.
Along similar lines, as a self-proclaimed outlier, the idea of
being a "lifer" at an organization never appealed to me. Not
for lack of loyalty, but for my need to continuously grow, be
challenged, and give back. Fortunately, my sentiments have
been echoed over the years, and in this modern age,
employees seek alternative experiences, multiple industries
to work for, shorter tenures, and loyalty to their values
rather than an organization they serve.
I preceded that philosophy at a time it wasn't very popular,
staying at a firm anywhere from 2-4 years before moving on
to the next learning experience. At the time, hiring
Leadership opportunities
may reveal themselves in
non-traditional environments. There
may be relationships where you are
not a direct manager, however you
can still be a human and offer
support if you've had the
experience.
Top 10 Inspiring Business Leaders Making a Difference in 2022

managers and recruiters would view it negatively. It was
only when the recession of 2007-08 kicked into high gear
that my work experience outshined the "loyalty" card, and I
was a hot hire. I had ten years of professional work before I
completed the final few credits to get my diploma, so I did
it at 28 years old, and today I am proud of that journey. My
career path and the corresponding challenges help me
connect with today's developers, contingency laborers, and
gig-workers who should take every bit as much pride in
their work as someone with a pedagogical education track.
Success with an alternative approach and sharing that with
rising workplace stars has become part of my "why.”
What significant impact have you brought to the RPA
industry?
Proudly, I've had the opportunity to impact both the
executive leadership side of the industry encouraging
stories and elevating the discussion to value rather than
"features and functions," and also within the grassroots of
the RPA developer community "hands on keyboard" level. I
learned RPA on the UiPath platform after a operational
process career, and through WonderBotz now work closely
with Blue Prism and Automation Anywhere, too. All of
these "anchor RPA platforms," as I call them, began to
saturate the market at a time when the advisors and
practitioners were learning best practices alongside their
clients. I made it a point to get my BA Certification for
credibility, took off my "operations" hat, and went into the
commercial and business development side of the industry.
I was one of the first to interview CFOs and facilitate
roundtable discussions with my partners to help evangelize
RPA through social media and reach a broader crew.
Partners like to work with me for my willingness to both
strategize and cold call as needed- when you are
experiencing and sharing the impact stories this tech
category can quickly add, it's easy to passionately spread
the word. I think I help do that in a gentle, unintimidating
way to clients and am very effective in identifying
automation suitability thanks to my operational background
in process improvement and process documentation. And
just to note, of course, there are several other incredible
intelligent automation partners we work with-these three we
have made the most impact on.
Tell us about WonderBotz and its foundation pillar.
WonderBotz was founded on the principle of quality
outcomes, no matter what. Our inception story is one of the
main reasons I was attracted to WonderBotz. I met
WonderBotz leadership at a few industry conferences

It is crucial to maintain
integrity, work hard and have
humility about your
strengths because that will
get noticed, valued, and
promoted.
Paula Carneiro Cox,

before we began formally courting, and I was immediately
aligned with the partnership value system they shared. I met
Bhavyesh Virani in New York on the east coast, and later
met Steve LaValle in Las Vegas. I connected instantly with
each of them. WonderBotz hires, trains, and retains the best
talent in the RPA space, period. We have service providers
and competitors knocking on our doors every day for
developer support or solution design, not to mention a
pipeline of client work and net new buyers we meet every
week because our expertise and talent are so widely known.
We have a leadership team that backs their word and a
partner ecosystem that allows us to pull any arrow from our
quiver as we seek to continuously innovate our clients'
operations. It is a special place for many reasons, but the
integrity behind our leaders' promising outcomes "no matter
what" is something easy to stand behind.
How does WonderBotz promote workforce flexibility,
and what is your role in it?
The very nature of automation work is remote when the
proper methodology is followed. The Business Analyst
function and Customer Success leaders we have on our
client projects, however, make time for meeting clients in
person and having a more frequent cadence depending on
the stage of the program. My Business Development
Analysts are in various parts of India, but our proximity in
work and collaboration is such that I feel I already know
them. Hoping to finally meet them in person next year! The
US Growth Team comes together more frequently, and we
proudly inaugurated our headquarters in Princeton, New
Jersey earlier this summer. Even still, we have a hybrid
policy so that our employees can maintain their work-life
balance. We know there are times when 12 hour days can
happen in the consulting and advisory world; that's why it's
important to promote a culture of flexibility. At the end of
the day, it's about trust and accountability- the truth about
someone's productivity always shakes itself out.
What is your take on technology's importance, and how
are you leveraging it?
I believe that in some shape or form, every industry will
have a digital modification, improvement, or full
transformation within the next 20 years. Technology is
extremely important, but it is also getting very saturated,
making noise that mutes the value. Technology for the sake
of technology or automating just to automate are poor
reasons to apply technology. In order to increase efficiency,
cut costs, reduce errors, improve the scalability of output
volume, organize larger data sets, etc., it is good to have a
healthy tech mindset and see where there can be an answer
in a platform or solution. I believe in creating scalable
solutions through RPA and adjacent technologies because
the power of the process is in your hands to adjust and
reconfigure, at scale, without training teams or departments.
In my personal function, I leverage technology to organize
the thousands of relationships I manage and maintain the
important "human" details about my clients and colleagues
top of mind. I'd love to meet anyone who says technology is
NOT important in this modern world.
What will be the next significant change in the
Intelligent Automation industry, and how are you
preparing for it?
I believe that Intelligent Automation (IA) will be a
standalone business unit much like a shared-service center
concept, only more of a NOC-like environment. IA touches
many disciplines and as the industry grows in popularity
and buyers begin to see how cost-efficient it is, more folks
from the business are upskilling into the IA world and
changing the type of talent that performs this work. It could
be a whole new category of degrees and training. We are
even seeing courses rise up at Universities supporting
Intelligent Automation. Fundamentally, I think all
intelligent automation methodologies have been headed in
three directions for some time, 1) productizing RPA +
Adjacent tech solutions and selling them as a service,
and/or 2) more Low Code/No Code digital assistant-type
software for the individual 3) AI-powered Process and Task
mining will expose areas of the business that need attention
to increase profitability. With our partner-centric mindset at
WonderBotz, we have aligned with a few players in these
areas and have enabled support teams. Clients trust us with
their business challenges because, as IA advisors, it is our
duty to understand what is coming down the pike in our
industry and where it could apply to their business
challenges. One thing is for sure; it will never stop
changing.
What are your goals in the upcoming future?
My goal is to help WonderBotz reach our strategic revenue
and client acquisition goals over the next year. It is by
staying very present in the Intelligent Automation space and
offering my support, guidance, and experience to the
aspiring practitioners so they stay motivated and understand

active participation in the CFO Leadership Council.
Personally, I plan to reactivate some of my mentoring
channels, and I have made it a goal to begin accepting
speaking engagements again and getting out in the
automation community more for networking and the
exchange of ideas. I am fortunate to have a brilliant
network of all varieties.
What advice would you like to give the next generation
of aspiring business leaders?
It has become a completely overused "buzzword,"
unfortunately, but the depth of its meaning is my advice to
all: authenticity. The key, however, is knowing yourself in
order to present that truth to the world. I see so many
youngsters rising up with a chip on their shoulder, a sense
of entitlement, and a bravado about what work should look
like. You simply don't know yet! And guess what? That's
perfectly ok. I strive to be the same Paula at work, with my
clients, with my employees, with my family or friends, and
with my husband. Sometimes she is silly, sometimes she is
serious, but she is always the truth-telling woman with
integrity who works hard and will come through for you in
a pinch. It is important for the next generation to recognize
that the virtue of humility is important and can only be
experienced when we admit to needing help. No matter
what stage of my career, there is always something else for
me to learn, especially in a rapidly moving industry like
tech. It is crucial to maintain integrity, work hard and know
yourself because that will make up the approachable side of
you that will get noticed, valued, and promoted. Not to
mention, keep you happy.

The journey from a business leader to a Chief
Executive Officer isn't just connected with personal
goals and ambitions. It also always aligns with a
global mission to bring meaningful value to business
society and engage talented people in strategically planned
business with a vivid and clear mission, vision, and a road
map. But in the beginning, usually, one has only
enthusiasm, a spirit of an innovator and experimenter, and
the desire to face challenges. To achieve the results, one had
to be dedicated, persistent, and industrious; akin to these
qualities is Boris Kontsevoi.
As the CEO and President of Intetics, Boris leads a global
software engineering and data processing company focused
on creating and operating effective distributed teams for
application development, systems integration, GIS
solutions, and back-office support. Intetics celebrated its
26th-anniversary last year, and it is progressing, innovating,
and making an impact because of the individual efforts of
every employee.
Transformative Journey
Boris's professional career started in 1984. Ten years later,
in January 1994 he's founded a company and started the
entrepreneurial journey when he and four other software
engineers huddled over a laptop and began writing software
for their US-based insurance clients. Originally, Intetics
was founded in Minsk, Belarus, and initially operated under
the name "Client-Server Programs." Boris states that in the
era of no internet in the post-Soviet Republic, none in
Belarus could understand its name and type of business.
Modem calls were made to Berlin because there were no
Internet providers in Belarus and the phone bills were
around 800$, the total price was $2200 per channel at 128
kbit/s; moreover, it was tricky to deliver the software to the
client because "heavy" files couldn't be downloaded via the
internet. It needed to take a floppy disk, get on a plane, and
fly to the USA.
Only in Spring of 1995, finally, the opportunity to access on
the internet appeared in Belarus.
Eight years later, Boris moved to the USA and “Client-
Server Programs” became one of the development centers
at the American company – Intetics Inc. It has found more
offices in the USA, Belarus, Ukraine, UK, Poland, and
Germany. Yet, despite all the odds, the company grew to the
global level. In 2021, it has achieved clients in 30+
countries. It has 700+ employees at the company; they are
spread across 11 offices and work offline and remotely.
Vision of Intetics
Intetics has been facing a rise in recent years, with a need to
execute customer-centric marketing strategies across
multiple channels using various data. It met the need to
coordinate and adjust the approaches to its brand
awareness.
Boris describes the vision of Intetics through its brand style.
On the design level, the updated corporate style has become
closer to the "White and Bright" approach and thus
emphasizes the logo, its color, and history. Orange is a
consequence of being bored by uniformed “blue chips”, in
90th they have been called BLUE chips by Wall Street
exactly for the reason that all IT companies had blue logos,
sometimes green.
Bringing Concepts to Reality
December 2022 | 16 | www.insightssuccess.com

Boris Kontsevoi
CEO and President
Intetics

Through its color and design, the Intetics logo embodies the
company's mission and vision. Orange is associated with
meanings of joy, warmth, energy, enthusiasm, creativity,
success, happiness, fun, balance, and fascination. This
sunny color sets the company apart from the mainly blueish
and greenish IT community and draws attention to its
ability to create new business models, deliver value and
strive for innovation.
The Intetics star is a guiding star to success and value, the
symbol of connection between our spirit and all the
elements of this world. It further represents the global
vision behind Intetics' innovation and its intended future: to
rise as the number one star in the software services industry
(a title that has been earned already according to the IAOP's
list of Top 100 Global Outsourcing Companies.) It also
reflects the company's roots in Eastern Europe, and its
current headquarters in the USA, where the star has a very
special meaning of the goals to which humankind aspires.
Thriving Expertise
In the pursuit of being the best, Intetics' daily work is
dedicated to making an impact. Intetics would like to
highlight three cases in different industries: transportation,
education and healthcare.
The Intetics Offshore Dedicated Team® scaled a logistics
company business to transport millions of tons of cargo
every day. The challenge concerned the Client's need to
enhance the product, improve the quality and to execute the
maintenance with a development team's help in a very short
term. The results that were achieved:
Ÿ The Transport Management System was scaled and
optimized with the Sarbanes-Oxley Act requirements.
Ÿ The legacy hierarchical database gradually migrated to
Oracle.
Ÿ With a united reliable and autonomous team, the number
of issues decreased 5 times.
Ÿ With a third-party systems integration, the Client could
exchange live information in several months.
Another case, regarding to the Edtech, Intetics team did the
redevelopment of an omnichannel eLearning Platform,
which 9.5 million students use across America. The main
challenge was migrating to a platform with greater
A team of
knowledgeable
engineers is powerful.
A er all, technology is
only a tool. It can only
achieve its best results if
there are though ul
people behind it. And
that's our goal: create
teams of smart
individuals to build great
so ware.
“
“

flexibility, scalability, and more modern cutting-edge
architecture. As a result: 87% of students said that access to
learning analytics positively impacted their studies, and
77% increased their engagement with course
materials.Boris asserts that to impact the healthcare
industry, they have developed the publicly available
diabetes & glucose monitoring Mob App. The challenge
was to create a powerful and flexible desktop app to interact
with the Client's miniaturized modular diagnostic imaging
hardware platform. As the result the best-in-class digital
microscope is operated by Intetics software.The Client
continues the development based on the present
architecture.
Value-Driven Culture
Intetics in its brand name means internet. Technology.
Ethics.
Boris states Intetics' Code of Conduct underlines the main
principles of its daily work ethic. The values emphasized
here help it drive quality results, deliver satisfaction to its
clients, and build professional relationships in the company.
These ideals have guided Intetics to become who it is today.
He says, "To attain even greater success, it is vital that we
rely on and apply these values to our decisions every day.”
Implementing Technology
Talking about the significance of technology, Intetics
leverages AI/ML, IoT, blockchain, and GIS/UAV/LBS
technologies to make resourceful solutions.
To pick up on the Intetics' Case Study, Boris asserts that
Artificial intelligence has huge potential to increase an
institution's student outcomes – students will be on equal
footing, no matter who their teacher is or what their
background consists. AI systems can flag students who are
at risk so that educators can provide them with additional
support. The curriculum will be the same from teacher to
teacher, so there is no learning gap between the two
classrooms. And, due to strides in AI attendance
monitoring, there will be less persistent absenteeism,
increasing learning hours. While institution-facing AI might
be behind learner and teacher-facing applications, it still has
the power to change the educational system for the better.
Thereby implementing technologies in every industry we
might see its evolution in business processes.
Farsighted Goals
Boris states Intetics' future goals are as follows:1. Continue
to transform businesses by providing leading digital
technologies and innovative technical talent. 2. Capitalizing
on its Centers of Excellence of Cloud and DevOps, Test
Automation, Data Science and Big Data, Machine Learning
and AI, Internet of Things, CX/UI/UX design, Geospatial,
GIS and LBS solutions, UAV/drones, Low Code, Chatbots
and Conversational Intelligence, Robotic Process
Automation (RPA), and more.
3. More scientific research in software development
technology.
4. Achieving 2000+ employees as a part of the Intetics
family.
Bequeathing Guidance
Boris strongly advises budding CEOs to go to 100 potential
clients and speak up about an idea to get feedback. Follow
feedbacks to analyze the results to make an MVP of the
product. "Entrepreneurs shouldn't just rely on their own will
when developing a software product because, ultimately, no
one will buy it. So, first, do your customer development,"
concludes Boris.

Edwin Bessant
CEO
Ceuta Group

Edwin Bessant
Leading With Courage, Tenacity, and Diligence
S
etting up and starting a business sounds like an easy
task, but even after having a highly successful and
lucrative corporate job, it is not a simple feat. It
requires one to have a lot of guts and courage to give up on
such a job and enter the world of business with a leap of
faith. A courageous leader, Edwin Bessant, spotted a gap in
the healthcare arena 27 years ago, gave up his high-flying
career in consumer healthcare at Pfizer Consumer
[Formerly Wyeth], and set up Ceuta Healthcare with his
founding partner Annette D’Abreo. Edwin is now serving
as the CEO of Ceuta Group. Tenaciously and diligently,
Edwin continued to retain a vision on the future, ensuring
that Ceuta was always fit for the future and delivering a
market need for his client base. Ceuta Group has a strong
and trusted global Manufacturing & Private Equity [
consumer brand acquirers] client base and is a global leader
with first market move advantage.
Pioneering a Unique Vision and Expanding Business
Model
Started in 1994 as an omni-channel sales & marketing
outsourcing partner, Ceuta Healthcare has now transformed
into a Group of twelve companies with access to 114
international markets. Together, Ceuta Group’s businesses
deliver the next generation of an industry-unique
‘Integrated Consumer Brand Outsourcing Services’
business – Global services include: Advisory, Digital,
Shopper & Category Insights, Creative Design, Data
Analytics, Field Marketing Sales & Marketing Execution
and Logistics [https://www.ceutagroup.com/.]
Edwin and Annette launched brand management specialist
Ceuta Healthcare alone, with no clients, from a three-desk
office in Bournemouth in 1994. Today Ceuta Group,
through Edwin’s pioneering and unique vision, has several
offices around the world [ including: New York, Dublin,
Amsterdam, Singapore, Bangkok, and Sydney]. Ceuta
Group employs more than 400 people, turns over around
$140m, and after a whirlwind of acquisitions, comprises
twelve distinct companies. Several of these businesses were
bought after meticulous planning to logically expand the
business model. Edwin predicts that their net income,
currently around $13m (EBITDA), will double over the
next two – three years.
Leading a Pioneering Initiative
Edwin was working for Pfizer Consumer when he spotted a
gap in the market. He’d been with the pharma giant for 18
years, which led to a Director’s role on a European fast
track programme. There, he saw a growing demand for
“Outsourcing” and “Brand Fostering” – where an
organization gives total responsibility for one or more of its
brands to a third party. Certainly, he could build a company
to meet this untapped market demand, and using all his
blue-chip experience, Edwin crafted out a visionary and
pioneering business plan, left his highly successful job, and
set to work, encouraging Annette D’Abreo to join him as
equally, she had a successful role at Pfizer. Annette
immediately understood the opportunity and trusted Edwin
to lead the pioneering initiative.
“By the end of Year One, Ceuta Healthcare had 30
employees,” Edwin says, to give the impression of how he
has never once doubted Ceuta’s ability to become a global
powerhouse. He adds, “We made a loss of around £300,000
[ $414,000] in the first two years [in line with the bank’s
support]. And in year three we made a profit of £50,000 [
$69,000].” Since then, the growth and investment have
been explosive, leading Ceuta to be the ONLY company
that can deliver a single point of contact for a company that
needs international reach and complete management for
their brands.

engagement and technological enhancement i.e.: Jeff Bezos
– Amazon, Elon Musk – Pay Pal, Tesla, Space-X, Steve
Jobs – Apple, Travis Kalanick & Garrett Camp – Uber, Will
Shu & Greg Orlowski – Deliveroo & Jack Ma – Alibaba,
Larry Page & Sergey Brin – Google, Larry Ellison, Ed
Oates, Bob Miner – Oracle.
Edwin expresses that he does not like to plagiarise when
reading business books, but of course, he considers it is
important to never stop learning, and there is no harm in
having a good mentor. He does like reading books that have
actually been written or co-written by successful
entrepreneurs i.e.: ‘The Alchemist’ by Jim Ratcliffe [ The
Ineo Story] and the series of the Blue Ocean Strategy &
Blue Ocean Shift by W.Chan Kim & Renee Mauborgne.
Accelerating Brand Marketing Development
During the covid period, Ceuta Group has thankfully had a
record-breaking year, working within the Health & Personal
Care and Food & Drink industries, and having part of its
workforce working from the offices and the majority of
personnel successfully working from home. Ceuta
experienced more challenges with Brexit affecting its
Being Inspired by Pioneering Innovators and
Entrepreneurs
Edwin admires the pioneering innovators and entrepreneurs
who have truly taken up the opportunity of spotting a gap in
the market, defining and shaping the new way we live and
shop with phenomenal success, changing consumer
Ceuta Group provides
a unique collective of
services to enhance,
grow and support the
brands it represents;
delivering everything a
brand owner would
ever want or need from
one outsourced
partner.
‘‘
‘‘
‘‘

Marketing Agencies, as corporations were holding back
because of the uncertainty of elections and getting the
Brexit bill passed. In the short term, there was a temporary
hold on Marketing budgets within some sectors, but overall,
it saw a rapid change to brand marketing development
which continues to accelerate.
Ensuring Inclusive Work Culture
Further, Edwin opines that culture creation within any
organization is key, and this has always been an important
mantra for Ceuta. Ceuta Group has four different
generations of employees, and they all have different levels
of expectations from an employer. Ceuta must deliver to
ALL, and the right culture glues its workforce together. In
addition to culture creation, it has also engaged with further
intent, monitoring, support, and executing for the right
reasons such as ‘Diversity, Inclusion and Gender balance [
Ceuta Group is approx. 48% female / 52% male]’. Also,
sustainability and environmental protection are key
imperative for Ceuta Group.
Supporting Local Community
Ceuta is emersed and engaged through its CSR team and
supports a different number of initiatives:
Ÿ Support local charities with financial contributions
Ÿ Organize clean-up events
Ÿ Volunteer in local schools or community projects
Ÿ Local fund-raising events
Edwin is a ‘Fellow of the Prince’s Enterprise Trust’ which
helps vulnerable young people get their lives back on track.
It supports 11 to 30 year-olds who are unemployed and
those struggling at school and at risk of exclusion. Edwin
periodically goes into classrooms to talk to students [from
all ethnicities] on business building and the watchouts etc.
which he really enjoys.
Expansionary Approach
In a conclusion, Edwin mentions that for the next five years,
Ceuta Group’s vision is to continue to build out its Global
Digital services. It wants to continue to build out its
‘Marketplace Support Platform’ – USA, Europe, and China.
It wants to selectively acquire other Ceuta type
organizations worldwide and to acquire Consumer Health &
Wellness brands’.
Edwin is also a ‘Life Fellow of The Royal Society of
Medicine’.

Henrik Andersson
CEO
Instorescreen
Henrik
Andersson
Pioneering
Smart
Retail 2.0
Our passion is in designing durable,
sustainable and cutting-edge display
solutions lifting sales and the customer
experience alike. If it does not exist
then invent it!

S
ignage! A discovery that emerged into
th
commercial space by the early 20 century.
From the inception of billboards to wall-
mounting digital screens, the signage industry
has always been searching for tech-mediated
business solutions.
With businesses going digital, enterprises started off by
using consumer products like TV, DVD player, VCRs as a
medium of digital signage in retail stores. However, there
was a massive opportunity in the industry to develop retail
specific solutions, this pushed Henrik Andersson to
establish Instorescreen, transforming retail stores with the
digital revolution.
As a visionary leader and CEO, Henrik is keen on mapping
visionary prospects of digital signage solutions with a
technocratic approach!
Let's dive into the inspiring journey of Henrik Andersson.
The Path to Screen
Before Instorescreen, Henrik had an impressive career at
Cisco, where he was responsible for the reconstruction of
several company's network infrastructure. He later joined
SonyEricsson, they hired him to invent, develop and run
their entire multimedia department. His work in this area
ended up being a huge success and motivated Henrik to
design and manufacture digital signage hardware solutions,
and Instorescreen was born.
Talking about the future, Henrik says, "Instorescreen helps
making Lenovo OEM into a multibillion-dollar supplier of
Smart Retail products and solutions. He focuses on
developing smart solutions that facilitate high consumer
engagement, with technological advancement."
Trailblazing Digital Signage Hardware Solution
At Instorescreen, Henrik focuses on designing and
manufacturing requirements targeted at Digital Signage
hardware solutions for individual customer needs. Henrik
notes, "We are specialized in custom branded solutions,
leveraging the customer's marketing investment, and
developed standalone solutions. We became the leading
display solutions provider for many major brands such as
Diageo, Marlboro, and Lego during this period. These
companies were thrilled how Instorescreen could showcase
their products and influence customer actions at the point of
purchase with motion media. Sales lifts of 80+ % were
common, and as a result, Instorescreen proliferated."
As the organization sales skyrocketed, Henrik moved
Instorescreen headquarters to the US market. This helped
the company grow by designing and manufacturing
hardware solutions that retrofit perfectly in existing shelf
solutions, leveraging the customer's existing shelf
investment, with Smart Retail 2.0.
Deploying Technology, Developing Smart Retail
Solutions
With a vision of transforming Smart Retail 2.0, Henrik
says, "InstoreScreen is developing optimized solutions
called "Smart Retail" with a focus on easy to deploy and
maintain systems. Shelves that can see, hear, and
understand the world around them, will make retail
shopping fun again, and we are ready to deploy now!"
"Smart Retail is our line of uniquely shaped screens, with
sensors and triggers, that seamlessly blend into and fit

existing retail gondolas. These displays are designed and
approved for retail, in partnership with fixture
manufacturers such as Lozier and leading retailers such as
Whole Foods," explains Henrik.
At Instorescreen, Henrik is leveraging technology to make
digital signage solutions resourceful and cost effective. He
says, "inDAISY+ is one of the key features enabling the
scalability of the Smart Retail displays. This daisy chain
technology reduces the number of computer and Wi-Fi
endpoints needed, reducing the corresponding number of
Operating System and Content Management Software
licenses. Minimizing the computers and Wi-Fi endpoints
improves the system's reliability, and limiting the number of
software licenses needed lowers the cost to maintain the
system.”
Henrik mentions that the Digital Signage industry is
changing quickly, and it has become essential to implement
the data-centric approach to enhance the consumer
experience.
Adapt & Change!
Henrik is deploying Lenovo edge computers into retail, in
order to empower the Smart Retail displays, supporting
digital shelf edge pricing and providing processing power
for advanced analytics at the shelf edge.
He notes, "When shoppers can enjoy an experience that
anticipates their needs and shows them new things to try
and enjoy, people will gladly flock back into the stores. That
is why Instorescreen is developing analytics capabilities
with our Smart Retail solutions in the coming year.”
We asked Henrik, if given a chance, what changes would he
like to introduce in the digital Signage industry, to which he
answered, "We see that one of the trickiest problems to
solve to bring technology to retail shelves is the limited
availability of power. Not only is there virtually zero power
deployed across the main parts of the aisles, but the power
conditioning is nonexistent. So, we are focused on this
problem and plan to announce a new daisy chain soon
utilizing the latest USB-C protocols. The plan is to have one
cable for video, data, and power, and no need for hundreds
of power supplies and all of the associated electrical
infrastructure to support them."
He believes that the daisy chain solution will be a game-
changer in scaling Smart Retail.
Inspiring Budding Entrepreneurs
Henrik believes that digital signage can reshape the retail
industry, and innovation knows no boundaries with
technological expertise.
Henrik marks, "It is an exciting time to be in retail. New
technologies are evolving very quickly, so keeping up with
trends, and even driving them in retail is important. Visit
trade shows, read industry publications, and be open-
minded about emerging trends like cryptocurrency.”

Enroute to
Success

he greatness of a person or leader has to be
Testimated by his or her ability to thrive even in the
most provoking or challenging situations. It is in
the tough times that one’s mettle is tested. And it is at the
same time one has the opportunity to prove one’s mettle. It
is said that patience is bitter, but its fruits are sweet. The
more one is able to hold one’s nerves even in the
challenging times and continue to fight for success, the
more one will be able to crossover even the toughest
challenges. Life rewards those who put in sincere hard work
and strive for achievements. “As we sow, so shall we reap.”
Success is not the cakewalk, but it is about repeated efforts
day in and day out.
There is no free lunch in this business-minded world. One
has to be prepared to make the necessary sacrifices for
accomplishing something worthwhile in this world,
especially in the world of business. One has to accomplish
something in this world to earn the trust of people and
thereby to be the well-wisher of people. One can contribute
a lot to others when he or she has gained worthwhile
accomplishments to create his or her credibility. The
reliability of leaders increases in great proportion when they
deliver results more than expected by others. The reliability
or credibility of leaders is directly proportional to the
expansion of the businesses.
Morality is the Foundation for Victory
Great business leaders are aware that it is important to lead
with morality. They consider it is very important to keep the
morale of everyone in their organization very high. High
morale helps in taking the most courageous decisions. They
understand that it is essential to deliver what is expected by
clients or even beyond thinking well ahead of the clients.
This is where the innovativeness in leaders plays a big role.
That is the reason they keep it on high priority to be well
updated with the latest technologies and they are keen to
implement those technologies in their businesses.
Determination, Dedication, and Discipline
Determination, Dedication, and Discipline form a big part
of success. There is a huge significance of resolute
determination to succeed in the world of business. The
world is filled with cut-throat competition. To sustain one’s
competency in the business world, one has to keep on
improving oneself and everyone in the organization to
create massive success. The journey sometimes can be filled
with a lot of challenges, but if one has a determination to
persist then one can achieve one’s goals in due course of
time. Dedication gives life to one’s purpose and goals. It is
very much synonymous with leading with purposefulness.
The stronger the purpose the greater can be the dedication
to achieve it. And Discipline is the bridge between success
and failure. Without discipline, nothing substantial can ever
be accomplished in life. One has to pay the price of resolute
determination, absolute dedication, and high discipline to
be successful in the world of business.
What Not to Do?
As much as it is important to know what to do, it is also
equally important to know what not to do. Doing what is
favorable for success and avoiding what is harmful for
success should be avoided at any cost. For business leaders
to succeed in the business world, they should be well aware
not to waste their precious resources after bad money or bad
deals. They should not throw their good money behind bad
money via negative deals. They should be calculative and
should take calculative decisions related to where to invest
and where not to.
Having a Right Mentor is the Key
Having a good mentor goes a long way in making high-
value decisions. One should choose that person as one’s
mentor who has demonstrated one’s character and
competence in one’s chosen field. Great leaders are not just
interested in being great leader themselves only, but they
would like to create more great leaders. By choosing a
capable leader as one’s mentor, one will be able to attain
great heights in life in a short span of time. One good
mentor is worth more than all the books in the library.
Books also play a huge role in the lives of great leaders, but
the help of a mentor is priceless as one will be able to
develop oneself more quickly with the help of a good
mentor and avoid the mistakes that previous leaders have
done. Great leaders become great because they don’t shy at
accepting good mentors in life. They are open to learning
from all. They know that they don’t have all the time in the
world to commit all mistakes and then learn and then apply.
Therefore, they prefer to avoid mistakes on the journey by
having a good mentor in life.
It is a mark of great leaders to do justice to their roles,
routines, relationships, and responsibilities. They also build
such a type of culture in their fellow teammates and
employees and staff in the organization. This helps them to
achieve greatness in their business by building an
organization with responsible and competent people. They
lead by example and with resolute determination and with a
goal to deliver more than needed. They thrive on their
purpose and necessary actions. They do what needs to be
done with due diligence and they set the standards for
everyone else to follow and that is the reason they become
admirable.
Leadership Redened

he path of leadership isn’t something that one
Twalks on; it is the path one paves for oneself by
capturing the essentials of the journey and inspiring
others around them. Akin to the above characteristics is
Jody Paulus, who embarked on a distinct journey and is
changing the world with his remarkable skills.
As the CEO of Europlasma, Jody has cultivated a robust
and talented team to accomplish its mission and help its
customer achieve the highest performance for its products,
with a production process with the lowest environmental
footprint.
Insights Success caught up with Jody in our endeavor to
ﬁnd “Top 10 Pioneering CEOs to Follow in 2022” We
talked with him to understand how Europlasma is providing
ultra-thin functional coating for a cleaner world.
Below are the highlights of the interview.
Brief our audience about your journey as a business
leader until your current position at Europlasma. What
challenges you had to overcome to reach where you are
today?
I have a Law degree, but after ﬁve years of university, I
Jody Paulus
Offering Innovative Nano-coating Solutions
Jody Paulus
CEO
Europlasma

realized I was never going to make a good jurist. Being
degree educated and speaking three languages fluently, I
ended up in sales in the financial services industry. After the
banking crisis of 2008, I found myself out of a job in
London and took stock of my life. What did I want to do
and achieve? I realized that I wanted to be involved in
technology that would make this world a better place; since
then, I have been involved in technology that reduces
energy consumption and reduces greenhouse gas emissions.
When the opportunity came to head up the sales at
Europlasma, I jumped, as the low-pressure plasma
technology Europlasma excels at has immense potential for
the environment. About a year later, I was promoted to
CEO, where I divided my team between managing my kick-
ass team and global plasma evangelization.
Can you explain the technology?
Europlasma makes low-pressure plasma machines, their
processes, and chemistries. In layman’s terms, plasma is
easiest explained as the 4th state of matter; after a solid
(like ice), a liquid (water), a gas (steam) comes plasma.
Naturally, this does not often occur on planet earth, but 99%
of the universe is in a plasma state (think stars, nebulas,
etc.). Europlasma creates this plasma at ambient
temperatures at very low pressure. Europlasma uses plasma
as a way to change the surface of various substrates, which
can be 3d objects or rolls of fabric. The change in the
surface can be temporary to further process the material
(bonding, gluing, printing, laminating), or we can apply
permanent coatings, where we have dedicated coatings for
filtration, medical application, and electronics.
Tell us more about your company and its mission and
vision.
The mission of Europlasma is to replace environmentally
with the far more sustainable plasma solution. In most
traditional coatings techniques, water and or solvents are
used to apply chemicals. The resulting wastewater then
needs to be carefully purified or disposed of, but in reality,
this is often not adequately done. Look at the PFOA and
other fluorinated chemistries that er building up in nature.
Europlasma’s coating technology is a dry process, so there
is no wastewater to dispose of! Also, the number of
chemicals we use in many factors is smaller than with other
techniques. Our coatings are nanometers thick, typically
between 20 and 60 nanometers. To understand how thin this
is: your fingernails grow at 1 nanometer per second!
Europlasma also has a wide range of patented chemicals
that can replace fluorinated and otherwise polluting
chemistries, allowing for more sustainable coatings in a
wide range of industries. Also, our technology eliminates
the need for drying after or any other post-processing, so
the CO2 reduction is up to 80%!
What, according to you, could be the next big change in
the Plasma Technology industry? How is your company
preparing to be a part of that change?
The ECHA is currently reviewing new restrictions on the
use of so-called forever chemicals and (the PFHx) and their
derivatives. These intentions are great, but many industries
are already lobbying hard to get exemptions, and in many
cases, they make a good point. Currently, there is no other
chemistry known that can add oleophobicity (oil
repellency), and although not essential in many uses today
(outdoor clothing, etc.), there are a few where oleophobic
properties are vital. Think about air filtration, where we
need to filter out oily particles that can carry viruses etc.
Here instead of just allowing the old polluting industry, a
real change can be made by banning the polluting process
Global technology leader in
Environmentally Friendly
innovative nano-coating
solutions based on low
pressure plasma.

rather than the chemistry. If we can get the ﬁltration
industry and outdoor clothing manufacturing to gradually
switch to diﬀerent production processes like nanocating,
this world could save tons of emissions, and millions of
liters of potable water would no longer be wasted.
Where do you envision yourself to be in the long run,
and what are your future goals for Europlasma?
Personally, I am hoping to complete my Global Executive
MBA (nr2 in the world now according to the FT!) that got
delayed due to the pandemic. I am also looking forward to
growing Europlasma as a company and increasing our
headcount accordingly. We have to grow organically against
competitors with a lot of VC/PE investment, but I think this
can be a strength as well. Europlasma is incredibly adept at
doing a lot with very little, whether that is time, money, or
people. This is a spirit I want to keep while expanding
exponentially over the next 5 to 10 years.

Mimoun A. Assraoui
CEO, RIF Trust &
Group Vice-Chairman., Latitude
RIF TRUST and Latitude Group

Mimoun A.
Assraoui
Addressing Migration Needs of Investors
and High-net-worth Individuals
T
he whole world is a playground for
entrepreneurs, high-net-worth individuals,
and investors, and therefore having multiple
citizenship or residency options is their
essential need. When Mimoun A. Assraoui
saw the growing demand amongst high-net-
worth individuals and investors seeking second citizenship
or residency in the Middle East and Africa, he founded RIF
Trust in Dubai, UAE.
Mimoun is the CEO of RIF Trust and Group Vice-
Chairman of Latitude. RIF Trust has grown to become
one of the largest global investment migration advisory in
the Middle East and Africa with over 90 staff worldwide
spread over 19 countries through hard work and persever-
ance. The business has expanded its brick-and-mortar in
Brazil, Canada, Cayman Islands, China, Egypt, India,
Lebanon, Malaysia, Malta, Montenegro, Morocco, Nigeria,
Russia, South Africa, KSA, South Korea, UAE, UK, and
the USA.
Enabling Greater Freedom to Travel and Asset Optimi-
zation
After working with different international banks, sovereign
wealth funds, and family offices throughout the Middle East
and Africa for 24 years, Mimoun left the banking world in
2013 to set up RIF Trust. To compliment RIF Trust's
ongoing pursuit to provide unrivaled service for its clients,
RIF Trust has partnered with a leading citizenship and
residency consultancy, Latitude Group. The partnership has
assisted the firm’s global ambition to provide outstanding
service, smooth processes, and transparency while helping
high-net-worth individuals and investors gain greater
freedom to travel and asset optimization.
RIF Trust has already assisted over 2,000 clients and their
families with obtaining Residency or Citizenship by
Investment. The company’s mission is to expand, grow and
satisfy the needs of its clients by bringing them market-
leading solutions and programs. RIF Trust’s residency
programs can entitle investors to visa-free travel, access to
education, and free healthcare.
Recognizing Key Benefits of Crypto-currencies
RIF Trust has recognized the key benefit of crypto-
currencies from the beginning of its foundation. It is proud
Our clients expect the
world. We give it to
them. Say hello to
freedom.

able finance and tokenization of assets. RIF Trust is among
the pioneers keen to adapt to new market norms. The
company expects HNWIs in the Middle East and Africa to
continue to seek second citizenship and residency as their
plan B and diversify their investment portfolio with crypto
wallets and NFTs.
Becoming International Leader in Investment Migration
Industry
RIF Trust has achieved a 99% of approval rate for its
clients' applications. Within nearly ten years in Investment
Migration Industry, it has been able to list all residency and
citizenship by investment programs in its offerings. RIF
Trust has recently been named the Investment Migration
Council’s (IMC) Regional Representative Office in the
Middle East. As a firm that endeavours to uphold the IMC’s
Code of Ethics and lead by example, the prestigious
appointment was an expected outcome and the cause of
great celebration. RIF Trust is classified among the fastest-
growing companies in the investment migration industry by
several industry-specialized publications.
RIF Trust's goal is to become the international leader of the
Investment Migration Industry. With its current growth rate,
Mimoun thinks that the company can achieve that status in
very short order. RIF Trust wants to keep developing and
winning mandates in three market segments: B2C, B2B,
and Government Advisory. Mimoun says, "We like to
surround ourselves with like-minded colleagues and
partners that help push our industry forward and bring
innovative solutions to our esteemed clients."
Being Open to Doing Business Across the Globe
Entrepreneurs seek new sources for fresh investment and
capital to sustain the growth of their ventures. This could
mean that they are required to participate in international
events and conferences or establish a business base
internationally, and these activities require a high level of
global mobility. With the current state of national borders,
entrepreneurs need passports that allow them greater
freedoms to travel and do business across the globe.
Mimoun advises entrepreneurs to make smart investments
that will pave the road for their future and tells them that
second citizenship is one major way to do it.
Download the 2022 RIF Trust Citizenship Guide here:
https://pr.riftrust.com/hello-freedom
to be the first citizenship-by-investment company to accept
bitcoin payments in the Middle East, Africa, and Europe.
Nowadays, its clients are interested in migrating to
countries with crypto-friendly policies, such as Portugal,
which doesn't impose any taxes on payments in crypto-
currencies. The Portugal Golden Visa programme provides
investors with a residency opportunity in exchange for an
investment.
No Tax on Crypto Gains
Cryptocurrency has become an increasingly popular source
of wealth for many RIF Trust's new clients. It expects this
trend to continue as more "crypto-millionaires" are created
by adopting this new currency. Many countries that offer
citizenship by investment are also becoming more accept-
ing of crypto-currency. Caribbean countries like Grenada,
St Kitts and Nevis, Antigua and Barbuda, Dominica and the
South Pacific country of Vanuatu, all offer a lenient tax
system which entails zero tax on capital gains, including
crypto gains. By becoming a citizen in one of these
countries, RIF Trust clients are able to establish tax
residency and benefit from the generous tax system the
country has to offer. This is especially attractive for crypto-
investors who live in countries with strict “no crypto” bans.
Preventing Fluctuations in Financial Markets
Mimoun would like to work closely with governments to
help regulate the crypto-economy and make it the new
norm for regular people to pay for their daily groceries with
crypto-currencies. The global economy, as it is, has suffered
enough from crises and recessions, and current centralized
banking ecosystems cannot prevent sharp fluctuations in the
financial markets. Mimoun would like to help find a
solution.
The big players in the financial market of crypto-currencies
are the young mid-range investors who look forward to
owning their future, moving freely, and pushing their
boundary lines. The same segment forms a large part of RIF
Trust's client base in the investment migration industry. RIF
Trust gives investors the chance to have the freedom of
global mobility.
Being Keen to Adapting New Market Norms
The big change in the banking industry in the coming times
will be the move towards more simplicity in banking
services backed by fintech solutions. Banks can expand
their cloud-based services in line with the rise of sustain-

S
uccess is attainable when preparation meets an
opportunity. With extreme diligence and presence of
mind, cognizant business leaders are ever ready for
changes, believing in their ability to deliver more
streamlined solutions than expected. Resembling a similar
approach is Nabil Ben Soussia, who believes in putting in
more effort and providing exceptional results.
As the Group CCO, President Asia, Middle East, and
CIS regions at IEC Telecom Group, Nabil enjoys meeting
and exceeding the evolving challenges of bringing state-of-
the-art satellite communications technology to IEC
Telecom's customers no matter where they choose to do
business. IEC Telecom offers industry-leading satellite
communication (Satcom) solutions to governments, public
institutions, business enterprises, and individuals
worldwide.
Bringing Recognition with Strategic Vision
With extensive experience in the satellite communications
sector in the MENA region and advanced degrees in
satellite communications, Nabil began his journey at IEC
Telecom as Director of Technologies and Operations in
2008.
Early in his tenure, Nabil was instrumental in expanding the
group by opening an office in Abu Dhabi in 2011 and an
office in Kazakhstan in 2014. In the same year, he became
the Managing Director of the Middle East division. His
strategic vision for the maritime segment, along with the
enduring support of his team, brought IEC Telecom
international recognition in the form of industry awards
such as Thuraya Best Performing SP Maritime (2014,
2018), YahClick Service Partner of the Year (2014), and
YahClick Innovation Excellence Award (2018).
Nabil grew into the role of Group Vice President in 2018.
Nabil was appointed as the CEO for Asia, the Middle East,
and the CIS regions in May 2020.
Enabling Digitalization for Maritime Industry
IEC Telecom is one of the leading international satellite
service operators. Renowned for supplying high-quality
satellite-based solutions to customers for more than 25
years, it delivers efficient end-to-end voice and data
services when and where it matters most.
IEC Telecom is committed to enabling digitalization for the
maritime industry and remote units on land, where GSM
coverage is not available. For urban networks, IEC Telecom
provides a powerful satellite backup to ensure the business
continuity of customer enterprises.
Delivering Excellence
Nabil states that IEC Telecom develops its Satcom
solutions, keeping customers' requirements in front and
center – as quickly as they evolve. This bespoke
development experience is a cornerstone of its approach no
matter where it delivers its services.
Ben Thriving for a
Significant Change
IEC Telecom is an international
satellite service operator with
25+ years of mobile and fixed
satellite communications
technology expertise.

Nabil Ben Soussia
Group CCO, President Asia,
Middle East, and CIS
IEC Telecom Group

Nabil notes, "We're committed to keeping our customers
connected – in the way that they want to be connected and
at the cost that works best for their operations. We're able
to do this with our strong global network that supports our
strategic vision and complements our efforts to bring a
truly unique and unparalleled communications experience
to our customers."
Nabil continues, "We work closely with each customer to
deliver Satcom solutions that address their specific needs.
Our value-proposition even stretches into making current
solutions future-ready so that their investment into Satcom
is cost-effective and lasting. This integrated approach of in-
house design and engineering expertise has translated into
solid relationships with our customers and made IEC
Telecom their go-to for value-added Satcom services."
Developing State-of-the-art Communication Solutions
Nabil mentions that the future of technological
advancement is about user experience. As digitalization
spreads across all economic sectors, "being online" is
expected by default. Business continuity comes first.
Customers are no longer interested in services delivered
exclusively over the high broadband channel. The
operational cycle should be flawless, whether on GSM,
VSAT, or L-band.
Nabil shares, "Over the past five years, IEC Telecom has
invested in developing specialized applications optimized
for the low-bandwidth environment. In addition to
enhanced compression, most applications are pre-set to
resume data transfer from the moment of interruption in
case of any signal loss, thereby saving data, time, and
money."
Videoconferencing is leading the demand. It is not only a
facilitator of business communication and crew welfare; it
is the driving force behind a whole new range of smart
services, including telemedicine, e-learning, and remote
maintenance. The need for the latter grew exponentially,
particularly in response to the pandemic. Restriction on
group gatherings and traveling kept remote specialists on a
one-on-one basis with technical challenges. With the help
of solutions, such as OneAssist, they can bring an expert to
the field over a digital channel.
Moreover, with a hands-free approach, being that OneAssist
is accessible over an HD display on a rugged head-mounted
device, field workers can conduct multi-party video and
audio calls for easy collaboration and resolve 80% of
technical issues concerns over remote access. Such state-of-
the-art communication solutions are developed with IoT
data visualization and unmatched noise cancellation to
ensure operational efficiency and remote worker safety.
Being Relevant by Having Future-oriented Solutions
Nabil believes that the key to success is a future-oriented
philosophy since one can no longer afford to develop
solutions solely based on current market demands. Any
development IEC Telecom undertakes today targets its
customers' requirements in 5-10 years.
Nabil states that below two trends will mark the near future:
• Space X, OneWeb, Inmarsat, SES, and Thuraya have
committed to expanding their services in the coming
years. An increasing number of Satcom players in the
market will eventually lead to an oversupply of satellite
services. As such, airtime will no longer be a rare
resource but an essential element of a much wider
communication infrastructure.
• Metaverse is no longer a futuristic concept but the near
future. The expectation for connectivity, particularly
among Gen Z and those to follow, will increase
exponentially to be equally available anytime and
anywhere.
To remain relevant in this future landscape, IEC Telecom is
slowly shifting its offer from the material world (hardware)
to virtual space (an innovative range of applications and
digitally driven services). Moving incrementally in this
direction, IEC Telecom is pursuing a goal to one day create
an IEC Telecom-powered AI platform capable of processing
and transferring data and generating operational suggestions
for a human decision-maker.
Being Competitive by Embracing Changes
Nabil informs budding entrepreneurs, "The future starts
now. Embrace change today to be competitive tomorrow. It
is not an easy choice. Change-makers usually face much
opposition and often must resort to unpopular decisions.
Yet, the outcome is worth the fight.”

In the 1990s, the earliest internet infrastructure was
digging its roots deeper to branch out globally. Over
the course of decades, it has continued to grow and
evolve, bringing transformative shifts in how we work and
live. This digital world has ushered in an experience
economy that has drastically changed how organizations
have to think about how they connect with their employees
and customers.
Tony Bates, CEO at Genesys, experienced these changes
up close, steering organizations across business-to-business
and business-to-customer companies through significant
market transitions. With nearly three decades of
professional experience in various management positions,
Tony considers himself fortunate to have played a role in
shaping several of the most critical technology market
transitions—from building the internet to ushering in the
new era of online video conferencing and mobile apps.
He attributes that breadth of experience to what drew him to
Genesys—he sensed a once-in-a-lifetime opportunity to
apply what he had learned to lead the charge in the next
major market transition: embracing empathy to transform
experiences.
This approach, based in understanding the context of a
person’s situation and treating each person in light of it, has
played a crucial role in how he approaches putting empathy
into action, his strategy for changing the way business is
done today. It is through this strategy that Bates set out to
transform the culture at Genesys and is the basis of his new
book, Empathy in Action: How to Deliver Great Customer
Experiences at Scale, co-authored by Dr. Natalie Petouhoff.
Together they lay out the framework for how businesses
leaders can shift their organizations to transform their
employee (EX) and customer experiences (CX) for better
business outcomes.
From Business-Centric to People-Centric
In the book, Bates outlines that, until recently, customer
experience technology has been focused almost entirely on
enterprise efficiency and effectiveness. Though it has helped
the bottom line, it has also created an enormous blind spot –
the human part of the customer-employee interaction.
With little to no emphasis on EX and CX, business-centric
companies often face high turnover, widespread burnout,
and struggle to maintain a loyal customer base. By creating
an empathetic culture, based on people-centric strategy,
organizations embrace their customer and employee
experiences as the basis for evaluating how they operate. As
a result, they deliver amazing experiences that foster trust
and loyalty. Empathy becomes a business advantage.
Business leaders have long considered the benefit of an
authentic one-to-one experience. The problem is technology
hasn’t been widely available to make tailored experiences
work at scale. Alternatively, companies have settled on
consumer segmentation and targeting techniques far too
broad to have a meaningful and lasting impact. Now, with
tools like AI that contextualize data to provide more
personalized interactions, companies are better able to make
their consumers feel seen, heard and understood.
Over the Horizon
Shedding light on today’s market transition, Bates mentions
it is fueled by the wide adoption of AI, digital, and cloud
software – technology that creates dynamic personal

customer experiences. New applications of AI, digital, and
cloud technologies have rapidly changed fundamental
aspects of the global economy. Bates notes that those
leading in customer experience are able to do so because
they put people where they belong—at the core of who they
are and what their organization does—and use technology
to deliver empathetic experiences no matter what part of the
organization a customer is interacting with.
Leading companies are starting to invest in experience
orchestration, an approach to coordinating data, AI and
channels in real time to put employees in position to
empathize with their customers.
The Genesys model of experience
orchestration provides companies with a
system for listening to customers,
understanding and predicting their behaviors,
prompting employees to take action to
promote positive outcomes, and cycle
learnings from customer interactions back
into the model. The highly scalable cloud
service supports the entire customer lifecycle
across marketing, sales, and services
engagements.
“When companies put empathy in action,
customers will get what they’re looking for
without wasting unnecessary time or effort,”
said Bates. “And, just as important, a
company’s employees will have the resources
they need to meet a customer’s needs without
wasting their own time or effort.”
Expectations on how a company makes its
customers and employees feel will only
continue to grow in this experience economy.
Organizations that don’t embrace empathy
risk losing ground to innovation-minded
competitors that are investing in Experience
as a Service. Customer loyalty will wane, and
employee turnover will grow.
“Efficiency and effectiveness are no longer
enough to build lifelong customer brand
loyalty,” Bates added. “In the future,
customers will only do business with – and
employees will only work at – companies that
value providing excellent experiences based
in empathy.”
“ “

Wael Ahmed
Itani
C.E.O.
General Poultry
Company B.S.C.

Wael A. Itani
Wael A. Itani
A Continual Pursuit of Freshness
ael is no stranger to change management and
Wbusiness transformation, having spent 27 years
in leading MNCs in the Middle East, Africa,
India and GCC region doing precisely that before taking on
his current role as CEO of General Poultry Company,
Bahrain.
Established in 1977, GPC is the country’s leading producer
of fresh table eggs in the Kingdom of Bahrain and a wholly
owned subsidiary of Mumtalakat Holding Company,
Bahrain’s sovereign wealth fund.
With Bahrain’s Leadership vision 2030, Mumtalakat
Holding Company envisioned a greater role for GPC in the
nation’s drive for self-suﬃciency in production and delivery
of ‘Farm to Table Fresh Eggs in 2018. For this mission,
Wael was invited to join GPC in 2019 and lead the change
in transforming the company’s journey from its legacy
operations to a state-of-the-art automated poultry egg farm.
When Wael took charge at the helm of aﬀairs, GPC
produced 126,000 cartons of fresh eggs annually accounting
for 65% of domestic production and a market share of 18%.
Today, its annual production has been amped up to over
200,000 cartons per annum with production further
expected to rise to 360,000 cartons in the coming 18
months targeting an estimated market share of 42% by
2023. The expansion will also see, down the line,
introduction of specialty egg variants (brown, Omega 3,
Lutein enriched eggs, etc.) as well as value-added egg
products like Liquid Eggs.
Under his stewardship, GPC has mitigated key challenges
and has embarked on a phenomenal expansion program of

growth through strategic tie ups with Big Dutchman, GmbH
Germany for the new farmhouses & MOBA, Netherlands
for the Grading & Packaging unit respectively. This move
firmly establishes General Poultry Company as a leading
player in poultry farming, egg production, grading, and
packaging cycle in Bahrain and on the regional stage.
Wael notes, "The new facilities boast of several advanced
features such as automated grading and packaging
technology, limited human intervention, and 24/7 live data
streaming. You will find technology in use across all aspects
of operations from ventilation, temperature control,
lighting, electricity, water, feed consumption, health &
safety of our biological assets, Eggs placement, grading,
packing and storage to logistics and supply chain
management… In fact, you will be hard-pressed to notice
any area of our operations where technology is not playing
a significant role in our migration."
Under Wael's leadership, the company also obtained key
international certifications, including ISO 9001, ISO 14001,
ISO 45001, ISO 22000, and is working towards FSSC
22000, a significant milestone in GPC’s food safety journey.
Striving for Excellence
Wael notes, "We are striving to integrate the most advanced
technology into poultry farming, including poultry health
management, biosecurity, nutrition, and food safety for the
benefit of our customers, consumers and community alike."
Key measures implemented included understanding the
market dynamics, learning thoroughly the business cycle
and investing significantly in:
1. Technology
2. Biosecurity
3. Food Safety
According to Wael, technology will help GPC streamline its
poultry farming process with significant efficiency and to
establish a lean agile organization able to evolve to not only
meet consumer demand; but also to become a solution
provider beyond table eggs towards catering to niche
market variants as well as egg meal solutions.
A Professional’s Professional
Starting out as a sales rep in the FMCG industry, Wael’s key

goal was to learn as humanly as possible to gain
knowledge, acquire evolving skillsets and build expertise
both regionally and internationally. A relentless focus on
business development, relationship building, executive
experience, and cross operational experience in sales,
marketing, and budget management won him accolades in
his previous companies that include the likes of Energizer
Holdings/Edgewell Personal Care and SONY Gulf FZE
across MENA, India, and G.C.C. markets.
Wael is a ﬁrm believer of “people” being an organization’s
greatest asset and “process” being a key proponent of
driving change. Migrating away from a personal
relationship business model to a data driven business model
while maintaining the cultural and personal ties is a key
objective in GPC’s transformation journey, while leading
with core values of knowledge, passion and integration. He
is conﬁdent that the new structure, facilities and policies
will position GPC as a role model in the poultry farming
sector while achieving the three key principles of
Sustainability, Continuity, and Competitiveness as laid
out in the Economic Vision 2030 document.
Words of Wisdom
Wael’s advice to emerging leaders is best summed up in 4
words: Passion, Engagement, Inclusion & Openness. He
believes that when you practice these core values diligently,
success follows naturally!
Age may simply be a
number, but not when it
comes to fresh eggs! You
just can't beat the great
taste of fresh eggs cooked to
perfection.
“
“

Top 10 Inspiring Business Leaders Making a Difference in 2022.pdf

Top 10 Inspiring Business Leaders Making a Difference in 2022.pdf

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