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Ahmed Samah

Ahmed Samah

Chief Marketing Officer at Fortis (UAE fintech), 13+ years in digital growth marketing across GCC/MENA specializing in POS systems and fintech

Jun 26, 2026

6:04
Tell us more about these gaps between enterprise software expectation and the realities of running small businesses and why traditional posts is not the solution.
6:17
So there are two parts of it.
6:19
One is the post solution, which is like the point of sale solutions.
6:23
Yes, it's something that actually, if we're talking about, again, we need to kind of split the target audience or like even it depends on the merchant themselves or the clients and the business owner.
6:39
They need to kind of categorize themselves in which category they are.
6:42
So, for example, you cannot go for like a main POS who have huge features that actually you might not be using, which is something that you need to actually have a simple solution that actually supports your day-to-day business and then look into how you can grow the business itself rather than focusing on getting like a...
7:08
Let's say an ERP and then this ERP is like actually not helping the business itself.

23 MINS LATER

29:46
Now, in the age of AI, how this is turning transaction into actionable business insights? And if you can just, on a high level, we don't need to go into the technicalities, of course, ask Fortis how you are utilizing AI to empower also your clients.

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