Story 02: ETCIO EMEA Annual Tech Summit

The AI forum was on what can be done, whereas the enterprise technology summit was on what organizations have to do, in a room of leaders responsible for systems, budgets, security, and teams.

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Story 02 · The enterprise reality check

ETCIO EMEA Annual Tech Summit – The Middle East, Dubai

Technology leaders discussing systems and integration around a meeting table

The AI forum was on what can be done, whereas the enterprise technology summit was on what organizations have to do.

The room of technology leaders, where people can't be sold a bill of goods because they are responsible for the systems, budgets, security, and teams that must deal with every choice. Their questions are different: Will it integrate with what we already have? Will our people take it up? What would you do if it breaks?

We paid close attention, since these are the questions our clients ask, both verbally and otherwise. When these questions are asked, good software responds before the user does. The peak was the reaffirmation of a principle we live by: design for reality, not for pretty.

One Week, Four Pictures

What Dubai Reinforced About How Markeltree Builds

One room, 4 pictures. The AI forum introduced us to the frontiers. The lesson that we were taught at the enterprise summit was the harsh reality check. Seamless showed us the market at scale. And the Pitch Roast drew us back to the beginning, to the founder level, where all things begin.

They combined to validate our thinking about our work. The technology is secondary to the value it brings to the business and the users when we are developing an AI product, a custom software platform, workflow automation, a mobile application, or an integration.

Our mission remains the same: be near the issues we are meant to address, learn from the people we are surrounded by, and convert good ideas into working software in the real world, from Miami to Dubai.

Do you have a product, workflow, or business process that requires a better technology solution? Discover the capabilities of Markeltree's AI and custom software development or begin a discovery chat with our team.

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