An Innovation Culture to Help Your Organization Grow: How Customer Obsession is the Key to Unlocking Success

United Arab Emirates, March 23, 2022


There is no question that digital innovation is the imperative of our time, even more so post pandemic. In fact, IDC research shows that 54% of UAE organizations accelerated their digital road maps by almost one year in response to the pandemic, with 18% bringing them forward by two years or more.

But while developing new business models is critical to driving business success in the digital era, it can also be disruptive for the core business. Even companies that have innovated in the past are struggling to drive digital innovation at scale and are hampered by lengthy processes and organizational complexity.

How do you best incubate and grow new digital business practices across your organization? Starting with the customer and then working backwards based on their requirements is crucial to unlocking success in this regard.

For a quarter of a century now, Amazon has applied the principles of 'Innovation DNA' to all its diverse businesses. This approach continues to grow and evolve around four interdependent elements that help businesses keep the customer at the center of everything and support long-term innovation at speed and scale:

  • Culture: Be customer obsessed — retain a 'Day 1' culture that fosters innovation and surprises and delights customers
  • Mechanisms: Implement processes and mental models that help turn good intentions into action
  • Architecture: Establish a technical structure that supports rapid growth and change
  • Organization: Form small, well-resourced, autonomous teams to support rapid innovation

To find out how you can benefit from a culture of innovation within your organization, join your peers and experts from IDC and Amazon Web Services (AWS) to discuss various hot topics such as identifying the business areas that need to be driven by digital innovation, overcoming common challenges when scaling digital innovation, and developing best practices to succeed with digital innovation.


Time Event & Speakers

Registration & Networking


Welcome Address by AWS

Rached Dabboussi

Commercial Sales Lead, AWS

Digital Innovation: The Force Multiplier for Sustained Customer Experience, Transformation, and Business Growth

Harish Dunakhe

Research Director, Software and Cloud, META IDC

Innovation as a strategic intent has become the single most important differentiator for organizations that want to survive and thrive in the digital-first world. The COVID-19 pandemic has taught us numerous critical lessons, and no organization now wants to be caught off guard the next time uncertainty knocks on its door. Digital innovation is largely about leveraging new-age technologies to consistently deliver differentiated experiences to clients and create entry barriers for competition.

This session will highlight the key technology trends that are shaping the innovation agenda of organizations in the Gulf region. Join this session to learn more about the major priorities of the region's business leaders, the technologies they plan to leverage to drive their digital innovation agenda, and the challenges they are encountering as they pursue a digital-first strategy.



Amazon’s Culture of Innovation

Attila Lengyel

Business Development Manager, AWS

Amazon has a peculiar approach to innovation that has remained consistent for decades – start with the customer, and work backwards from their needs. In this session, you’ll be introduced to how we innovate at Amazon, organized around four interdependent elements: Culture, Mechanisms, Architecture, and Organization. When these four aspects are organized together, you take innovation (which is usually managed centrally by most enterprises), and move it to the edge, or enable innovation for everyone. During this session, we will also talk about how Amazon addresses the typical pitfalls related to leadership, talent, and technology and what mechanisms help us to delight our customers with new innovations, like the Kindle, the Amazon Go store or Amazon Web Services.


Tea / Coffee & Networking Break


Fireside Chat: The Pitfalls of Accelerated Digital Transformation: What They Are and How to Overcome Them

Harish Dunakhe

Research Director, Software and Cloud, META IDC

Rached Dabboussi

Commercial Sales Lead, AWS

Mohamed S. Sadawy

Group Head of IT, Bukhatir Group

The pandemic has caused a significant acceleration of technology adoption, and organizations across the region have been quick to embrace digital transformation as their future. However, not all acceleration is positive, and executives spearheading these efforts need to have an all-round understanding of the pitfalls that accompany this rapid pace of change. This panel discussion will explore the possible adverse effects of digital transformation, explain how to spot them early on, and present various strategies for avoiding them to ensure a smooth journey towards becoming a digital-first organization.


Summary & Close


Networking Lunch


Organised by

General Information

In-Person Event

Wednesday, 23rd March 2022

09:00 am (UAE Time)



For more information, please contact: Sugand Tolani, +971 4 3642189, Mobile: +971 56 4145987, Email:


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International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading media, data and marketing services company. To learn more about IDC, please visit