Vibhu Kapoor, Regional Vice President – Middle East, Africa and India, Epicor, tells us how the company is evolving its channel strategy, championing ‘industry cloud’ and bringing embedded AI to manufacturers across the region.
The Middle East continues to position itself as a global centre for innovation and industrial growth. How is Epicor evolving its channel strategy to align with the region’s fast-changing ambitions?
It truly is a transformative moment for the Middle East. What’s particularly exciting is that the region isn’t just adopting innovation, it’s helping define it. National programmes like the UAE’s Operation 300bn and Saudi Arabia’s Vision 2030 have placed manufacturing at the heart of long-term economic growth, which aligns perfectly with our own expertise.
At Epicor, we’re evolving our channel strategy to reflect this momentum. Rather than pursuing transactional partnerships, we’re focused on building long-term relationships with partners who are deeply embedded in the industries they serve. It’s about co-innovation, not just distribution. That means local enablement, tailored industry training, and joint go-to-market plans that are grounded in real business outcomes.
Ultimately, we want our partners to grow alongside us as trusted advisors. They are our boots on the ground, helping regional manufacturers unlock value from Digital Transformation, not just implement technology for technology’s sake.
While many ERP vendors promote cloud-based offerings, Epicor champions an ‘industry cloud’ approach. What does that mean in practical terms for Middle East enterprises?
It’s a great question, and one we’re often asked. ‘Industry cloud’ isn’t a marketing label for us; it’s a fundamental design principle. Our ERP solutions are purpose-built for manufacturing. That means they’re engineered to understand the realities of the shop floor — from make-to-order workflows and complex bills of materials to real-time inventory forecasting and production planning. Critically, these aren’t afterthoughts, they’re embedded into the very core of our platform.
This matters hugely in the Middle East, where many manufacturers are long-standing, often family-run businesses. While they’re proud of their legacy, many are now looking to modernise without losing what makes them unique. This is evidenced in the latest Epicor Agility Index which found that 64% of UAE manufacturers have already adopted real-time data sharing and integration tools, and over half are leveraging cloud-based supply chain visibility.
What they now need are platforms that fit seamlessly into their workflows and enhance, not disrupt, the unique way they run their businesses. That’s where Epicor stands apart. Our solutions don’t ask businesses to reshape themselves around the software. Instead, we shape the software around how they operate, supporting their growth with tools that feel tailor-made for their industry and region.
Cloud adoption is accelerating globally—but are manufacturers in the Middle East ready to embrace full-scale ERP transformation?
There’s absolutely appetite for cloud, but it’s a considered, pragmatic kind of enthusiasm. Many manufacturers in the region are still relying on legacy systems that have been heavily customised over the years, so a wholesale shift to the cloud isn’t something they take lightly.
What we’re seeing instead is a thoughtful, phased approach. Our research highlights this trend, with 27% of manufacturing organisations having already implemented AI, and 40% actively evaluating it. This signals not hesitation, but a careful, informed embrace of transformative tech that is fit-for-purpose. That might mean starting with a hybrid deployment or modernising specific functions like finance or supply chain visibility before committing to a broader transformation.
What’s especially encouraging is the shift in leadership we’re witnessing across many industrial firms. A younger generation of decision-makers is stepping in. These are tech-savvy, cloud-native, and eager to modernise. But they’re also practical. Their first questions aren’t about architecture. They’re asking, ‘Will this reduce downtime?’ or ‘Can it improve forecast accuracy?’ And with our cloud-based ERP, which combines real-time data visibility with embedded AI, we’re able to give them meaningful, measurable answers.
You’ve mentioned embedded AI capabilities. How is Epicor using Artificial Intelligence to enhance decision-making without adding complexity for users?
That’s exactly the challenge we’ve tackled with Epicor Prism. Launched in the US earlier this year, and set to be rolled out in the Middle East in the near future, Prism reimagines how AI can support decision-making inside an ERP platform.
It’s not an add-on or a bolt-on. It’s embedded directly into the flow of work. As a result, it becomes a virtual subject-matter expert who is always on hand. Want to identify the highest-margin product lines? Just ask Prism. Need guidance on how to adjust inventory ahead of seasonal demand spikes during Ramadan? Prism can help.
In a region where many organisations don’t have dedicated data science teams, this kind of accessibility is a game changer. While our research has found that data scientists, route-optimisation specialists, and automation engineers are among the most sought-after AI roles in the UAE, not every business has the bandwidth to build full in-house capabilities.
That’s why accessible, embedded AI, like Prism, makes such a difference. We’ve made it conversational, intuitive and deeply practical. It’s AI designed to make a real difference on the shop floor and in the boardroom, without adding complexity. Because ultimately, powerful technology should make people’s jobs easier, not harder.
Channel partners in the Middle East often have deep local knowledge and industry expertise. What distinct advantages do they bring—and how is Epicor enabling their continued success?
The local channel ecosystem here is truly impressive. Many of our partners have built strong reputations in verticals like discrete manufacturing, automotive components, EPC and fabricated metals. They understand not just the technical requirements of their clients, but also the operational challenges and cultural nuances that shape business decisions in this region.
At Epicor, we see these partners not as resellers, but as co-creators of value. That’s why we’ve invested heavily in enablement, from Epicor University’s guided learning paths to fully equipped sandbox environments that allow partners to experiment, demonstrate and innovate.
We also tailor our sales and marketing support to reflect the regional landscape, so whether a partner is based in Riyadh, Muscat or Doha, they’re empowered with the tools and insights to connect with customers in meaningful, business-relevant ways.
For new partners exploring the Epicor ecosystem, what guidance would you offer on building long-term value in the Middle East market?
It really comes down to partnership in the truest sense. Bring your industry expertise and your relationships with customers, and we’ll bring the technology, innovation and long-term commitment to help you grow. At Epicor, we don’t see our partners as intermediaries. We see them as trusted collaborators, embedded in our ecosystem and essential to our shared success.
Our existing partners will tell you that we treat them as an extension of our own team. As we continue expanding the Epicor footprint across the Middle East, we’re looking to build relationships with partners who share our values and our vision. It’s about creating lasting impact for customers who are navigating complex Digital Transformation journeys.
Crucially, we give our partners options. While some customers are ready to move entirely to the public cloud, others require private, hybrid or on-premises deployments. Epicor enables partners to meet customers where they are, delivering flexibility without compromising on capability or innovation. That’s a huge advantage in a market as diverse and fast-evolving as this one.
Finally, what’s next for Epicor in the region—and where will the focus be in the coming 12 to 18 months?
Our priority is to build on the momentum we’ve already established, scaling in a way that’s thoughtful and sustainable. That means deepening our partner ecosystem, but doing so with care. We’re focused on quality over quantity, nurturing relationships that bring real value to customers and help drive results on the ground.
We’re also stepping up our local investments. This entails enhancing support capabilities, tailoring our solutions to regional needs, and ensuring manufacturers of all sizes have the tools to compete not just locally, but on the global stage. That’s more important than ever as regional manufacturers contend with rising geopolitical risks, from trade restrictions (58%) and regional instability (56%) to evolving export controls (49%). The ability to anticipate and adapt through AI-powered ERP and resilient supply chain planning is becoming a strategic imperative. So, whether you’re a family-run business in Sharjah or a major industrial group in Riyadh, we want to be the partner that helps you unlock what’s next.
Looking ahead, we’re particularly excited about showcasing our latest AI and automation innovations at key industry events in the region. Because what we’re building today isn’t just software, it’s the digital backbone of tomorrow’s industry. And in a region that’s fast becoming a hub for industrial innovation, we’re proud to be helping shape what comes next.
