>> from Bahrain. It's the Q recovery AWS Public sector Bahrain brought to you by Amazon Web service is >> Welcome back. Everyone's Cube coverage here in my reign Middle East, part of A W s Amazon Web services Summit, sir. Second year covering the evolution and the Revolution to cloud computing. This year, the big news is a Davis has a region spurring innovation and entrepreneurship in the Middle East region or next gases. Ahmad Hamadan, CEO and CO. Front of Uniform Nick, a super hot company. Congratulations on your success. Welcome to the Cube. Thank you, Joe. So we just talked before we came on camera. This ap I economy that we've been covering in death you been living? This is your world. You have a really big business. Not a lot of employees. Less than 200 employees, billions of transactions. Ap I transactions. This is This is the successful man we've been seeing in the public companies truly, among others. Messaging application integration. This is cloud now, right? This is happening. What's your story? >> Okay, so >> you know, these times I would say it's a golden age for the technology in the region on for the cloud specifically when we started back in 2006. Uh, you know, we're very lonely. We're we're not even in that time in the club. So we started just tow, solve the issue off bulk messaging through writing a script or software that allow us to broadcast a message to a group of people. But along the journey, we realized that businesses need tools, especially a B I's that will allow them tow, tow each toe a wider, I would say audience with a seamless integration. And this is how the cloud communication industry emerged. So we avoid our baby eyes for businesses from all around TV region, especially with segments or sectors that have a mass communication need, like banks in government retailers on the E businesses, >> the data is the data in this business is a fascinating. Before we get into some of those questions about the origination story, how did it all start? >> Okay, so I wasn't at the university a teenage off 22 probably on I leave the one of the student clubs. Andi. I wanted to communicate a message Tau 400 people on, you know, the limitation of the mobile. Back then, I couldn't do it. It's terrible experience. You cannot send two more than 10 people. The text is not full. You know all these complications. So being a software engineer on Dhe, you know, I had an idea. There should be a solution that you can write code, publish it online, and then it will do the magic for you. For months later, I apartment with my brother was a software, you know, geek more than I on dhe. You know, already >> older or younger, brother. >> Younger brother. Okay. Yeah. Hey, was at high school on then four months later, we're life sending thousands of messages over the Internet. It was like magic friends and family like it. It's really making money on, you know, for us, you know, You know, it's like when you have 4005 thousand's a big money for us. That way, any each month, Andre, Like moving forward 2008. I decided this is the dream we need to scale this and, ah, venture out of this small, you know, experiment on. Then I left the job and dedicated my time to scale that business. And I moved the business toward the business and the cloud and communication. Our first move to the cloud was, Ah, 2010. We used aws toe move most of our infrastructure to the cloud on By 2013 we completely divert it into the cloud communication business where the focus is into the FBI. The integration with the applications at the customer systems on Ben allow them tow, communicate to, you know, 100 of millions off >> and then mobile phones, obviously GPS built in application. Tsunamis happened. Exactly. People want to interface with the companies. The other phone? >> Exactly. I will give you an example. You know, you come to my mind while you're talking. We used to have customers back in 2010 descend on Lee along the year like maximum one million transaction the same customers nowadays, like nine years later, they send at least 200 million transactions, so you can imagine the growth in the use cases on the adoption from the customers. Use it now for engagement for notification, for awareness for security and authentication for personalized marketing content, like hundreds of fuse cases like we do some analysis in the behavior of the customers and the consumer on. We realised that in a modern society on individual interact digitally with at least 50 grands and a day. This is huge. You can do the math if you multiply this by 100 million population than there is a massively huge number of transaction and data's being >> percent. What are you guys doing now? Is mainly targeted application developers or businesses as a turnkey solution? What's the What's the value proposition? >> So, >> UH, >> two years like nature, we realized that we cannot target or the market and serve, or the customers we need to focus into the sick man that has hypertension. Then we identified five segment where we tell her our solution, our value proposition toward those segments on it's aligned with the trends in the region. Maybe it's not applicable to other regions. Eso number one for us is the online banking segment. I would see the financial industry with all the, you know, evolution off the authentic and the online and mobile banking. So those are number one. We do integrate our system with their current systems out off the shelf. We don't do much of a cast immunization. We usually provide really integral components toe toward their system, and then they hook up their system two hours, and then they have the dashboard and blood form to orchestrate the communication. The number one is the M government. It's also a, you know, an industry that is evolving in the region. The number three for us is the businesses, and they're very hot, very high potential growth. I would say the number one in terms of growth a business include the e commerce on demand delivery, the food delivery applications you name it on then. The fourth industry for us is the retailer who are moving now toward the reality and the engagement. More to them prison share themselves in this stuff word for them. And the last one is the I would say the hospitality and the, you know, the, you know, hotels and, you know, travel agents. >> I think anyone building an app would want this of their mobile. So what's what's your take of the ecosystem? Entrepreneurship now much different in one year. You have an Amazon region here. What do you think's gonna happen? It's gonna be like you and your brother all over again with other entrepreneur. >> Exactly. You know, when I you know, see, photo interpreters usually approach me for, you know, kind of mentorship and coaching. You know, we're at the stage little bit, you know, being fruit difficult. You know, >> the situation's got the scar >> tissue. Yeah, So I usually told them guys, it's like being so easy for you. You know, at this time, I know that with all the luck, I would say support the barrier to entry had become much less. But at least there are many things you don't need to think how you figure out. It's already there. Just need to have the badge and dedication, and then you'll find many people to support you. Especially, I would say there is only one areas not yet will, you know, covered in the region, which is the access to the talents. I think this is a worldwide problem, even for Forks in the Silicon Valley. But in terms of funding thes of doing business, sitting up ventures, access to the technology platforms like the cloud infrastructure in terms, off advice, mentorship and coaching there is, I would say, an abundant off that available today for for interpreters. And I can tell the next five years you will see a huge value being created out of this. >> Yeah, instead of riding, waves will be running s curves. So it's easier now, Still hard to build a company. But you're right. I mean, go back 10 years ago. You to put it all together, >> Takes us six months to set up the company. You know, legally, back in 2006 >> to get the infrastructure legally, get servers, get some funding, prototype it, get it launched its customers. Now they have a partner network. These kids are spoiled. >> But you know, it's difficult >> today to differentiate yourself because you will find tons of people are either doing or planning to do the same. >> They gotta build some smart intellectual property. This one machine learning is gonna be a great opportunity. That's gonna be a domain expertise kind of thing. You guys have a nice niche, and broad market is growing good. Calm, surround it. Got all kinds of systems out there that need this >> Exactly. You know, the question today is not if the tools and support is available or not. The question is, how you gonna use those tools to create something unique? >> I'm a great to See you. Thanks for coming on and sharing your experiences. You're an inspiration to the other entrepreneurs out there again. Remember Entrepreneurship like a family. Took a team, sport. Pay it forward. The other generations coming online. Absolutely. Congratulations on your success Cube coverage here by rain talking to start ups. This is going to be a hot market for entrepreneurship If the capital markets conform around it. The Cube is here covering it here and by rain. Stay with us for more at a debate summit. If this trip