At Logitech RISE 2026 in Cairo, senior executives outlined how the company is expanding its channel ecosystem, introducing new partner specialisations and shifting towards integrated workplace solutions. With AI, hybrid working and Digital Transformation reshaping customer expectations, Logitech sees India, the Middle East and Africa as a major engine of future growth.
At Logitech RISE 2026 in Cairo, the company brought together its partner community to showcase new technologies, outline its strategic priorities and strengthen relationships across India, the Middle East and Africa (IMEA). The event also provided a platform for Logitech’s regional leadership to discuss how the company intends to capitalise on growing enterprise investments in digital transformation, AI and hybrid workplace technologies.
For Angelos Stefanidis, Head of Business – IMEA at Logitech, the transformation begins with making it easier for partners to engage with the company and expand their capabilities.
Over the past three years, Logitech has organised individual channel events across different markets. The latest initiative marks a broader approach to partner engagement, bringing partners together at regional summits to experience new technologies, understand the company’s strategy and explore opportunities under Logitech’s Connect programme.
Stefanidis explained that the programme has evolved to simplify partner engagement and provide easier access to benefits, technical expertise and commercial opportunities. Partners can become authorised members, pursue specialised certifications and gain access to technologies that help them differentiate themselves in an increasingly competitive market.
A significant development this year has been the introduction of new specialisations designed to help partners expand beyond traditional hardware sales.
Earlier in the year, Logitech introduced a services specialisation aimed at partners looking to provide additional services around its hardware portfolio. The company has also introduced a Personal Workspace specialisation, encouraging partners traditionally focused on meeting room and audiovisual solutions to extend their offerings into individual workspaces.
This reflects a fundamental shift in enterprise purchasing behaviour. Organisations increasingly want consistent technology experiences across meeting rooms, desks and remote working environments, creating demand for integrated solutions rather than isolated devices.
Stefanidis believes this presents an opportunity for partners to expand their addressable markets.
While Logitech has traditionally worked with partners specialising in audio, video and meeting room technologies, the company now wants them to extend their capabilities into personal workspaces, encompassing devices such as keyboards, mice, webcams and headsets.
The strategy is also closely linked to Logitech’s expanding headset portfolio and its broader ambition to provide unified workplace experiences. However, helping partners enter these new markets requires more than introducing additional products.
According to Stefanidis, Logitech is investing in technical enablement, marketing support and closer collaboration with its technology alliance partners to help channel organisations develop the expertise needed to sell integrated solutions.
Partners receive early access to products and demonstrations, enabling them to understand new technologies before taking them to market. They can also access marketing funds and campaigns to promote their offerings and reach potential customers.
Technical training is another important component. Logitech works with partners’ solutions engineers and technical teams to strengthen their understanding of its portfolio, product capabilities and competitive differentiation.
The company is also collaborating with technology providers such as Microsoft, Google, Barco and Steelcase to develop integrated offerings that address specific customer requirements.
These collaborations are particularly important as organisations seek solutions tailored to different industries and operational environments.
A government entity or multinational enterprise, for example, may have very different collaboration requirements from a healthcare organisation, educational institution or SME. Logitech’s objective is to help partners combine technologies and services into solutions that address these distinct use cases.
Stefanidis noted that partners are increasingly driving the transition towards integrated workplace solutions themselves. Rather than simply reselling products, they want vendors to establish technology integrations and certifications before solutions reach the market.
This allows partners to concentrate on customer engagement, solution delivery and business outcomes without having to manage complex integrations independently.
The evolution of Logitech’s channel strategy is also reflected in the expansion of its partner network.
According to Stefanidis, the company’s global channel programme, initially launched in emerging markets around three years ago, has recorded partner growth of approximately 30–40% over the past year.
Logitech is now pursuing a dual strategy of entering new territories while deepening its relationships with existing partners.
In markets where the company has limited presence, the priority is to recruit partners capable of representing its broader portfolio. In established markets, the emphasis is on encouraging existing partners to develop specialisations in areas such as personal workspace solutions, professional audiovisual technologies and services.
This approach is intended to create new revenue opportunities while enabling partners to build more differentiated and sustainable businesses.
IMEA emerges as a strategic growth engine
The growing importance of Logitech’s channel ecosystem reflects the broader strategic significance of India, the Middle East and Africa to the company’s global ambitions.
Polina Anokhina-Denis, Regional Head IMEA at Logitech, believes the region’s demographic profile and economic potential position it as an important driver of future growth.
She pointed out that the markets across India, the Middle East and Africa collectively represent approximately four billion people, accounting for around half of the world’s population.
The region’s youthful population is another important advantage. According to Anokhina-Denis, these markets account for approximately 65% of the world’s population under the age of 25 or 26, creating significant long-term opportunities for technology adoption.
Although the region currently accounts for around 10% of global GDP, she noted that its contribution to global GDP growth is considerably higher, at approximately 30%. For Logitech, these dynamics reinforce the importance of investing in markets where digital adoption, workforce transformation and enterprise technology spending are expected to expand.
Anokhina-Denis described the region’s role within Logitech as a growth engine for the company, supported by its expanding population, changing demographics and increasing demand for technology.
Importantly, she does not expect this growth to be concentrated in a handful of countries.
While the markets across IMEA vary significantly in maturity, infrastructure and purchasing behaviour, she believes opportunities exist across the entire region. This diversity also influences Logitech’s approach to product development and market positioning.
As competition intensifies in the workplace collaboration market, with technology companies such as Cisco, Microsoft and HP offering extensive enterprise portfolios, Logitech is seeking to differentiate itself through integrated workspace experiences.
Anokhina-Denis argued that Logitech’s strength lies in its ability to deliver solutions across both personal and team workspaces, rather than focusing on individual devices or isolated technology requirements.
The company is increasingly designing its offerings around specific user profiles and workplace needs.
A software developer, content creator and office employee, for instance, may require very different tools and experiences. Similarly, the requirements of enterprises vary according to their industry, size and operating environment.
By focusing on these differences, Logitech aims to deliver solutions that improve productivity, collaboration and the overall user experience. This emphasis on user-centric design is becoming an increasingly important element of the company’s competitive positioning.
Building an ecosystem around collaboration
For Murad Ali, Head of Middle East and Central Asia at Logitech for Business, the company’s competitive advantage also comes from its ability to collaborate with other technology providers.
Speaking at RISE 2026, Ali highlighted the importance of the annual event as a platform for strengthening relationships with the company’s channel community.
Ali explained that Logitech’s focused technology portfolio enables it to develop deeper relationships with other vendors rather than competing across every segment of the enterprise technology stack.
Its alliances with companies such as Google, Zoom and Microsoft are central to this approach, allowing Logitech to develop collaboration solutions that integrate with widely adopted enterprise platforms. Rather than attempting to provide every component of workplace infrastructure, Logitech concentrates on its strengths in engineering, software, design and user experience.
Ali emphasised that these capabilities have shaped the company’s identity throughout its 45-year history.
From mice and keyboards to video collaboration bars, Logitech has consistently placed design and usability at the centre of product development. The company also draws heavily on its consumer technology heritage when developing enterprise solutions.
According to Ali, the experience gained from understanding consumer preferences and behaviour has become increasingly valuable as employees expect workplace technology to deliver the same simplicity, quality and convenience as their personal devices.
This convergence of consumer and enterprise expectations is influencing how organisations evaluate workplace technology investments.
Employees who are accustomed to intuitive smartphones and personal devices increasingly expect similar experiences from the technologies they use at work. For Logitech, this creates an opportunity to combine its consumer design expertise with enterprise collaboration capabilities.
AI and hybrid working accelerates enterprise opportunities
While Logitech continues to view both its consumer and enterprise businesses as strategically important, Ali sees significant opportunities for accelerated growth in the B2B segment.
He identified AI adoption, government investments in digital transformation and the modernisation of technology infrastructure as important growth drivers.
These developments are taking place alongside a fundamental shift in how employees work and interact with technology.
The COVID-19 pandemic accelerated the adoption of hybrid working, forcing organisations to rethink how employees collaborate across offices, homes and other locations.
The emergence of AI is now adding another dimension to this transformation, raising expectations around productivity, flexibility and workplace experiences.
Ali observed that employees have become more technology-aware and demanding, expecting collaboration tools that support seamless communication and consistent performance regardless of location.
The distinction between personal and professional technology experiences is also becoming less pronounced.
Users increasingly expect the quality, simplicity and flexibility they experience with personal devices to extend into the workplace.
For enterprises, meeting these expectations requires investments in collaboration platforms, intelligent devices and integrated workspace solutions. For channel partners, it creates opportunities to move beyond transactional hardware sales towards solution design, implementation, integration and ongoing services.
This shift also reinforces the importance of technical specialisation and stronger relationships between vendors, partners and customers. Logitech’s strategy is therefore centred on enabling its channel ecosystem to participate in a broader range of workplace technology opportunities.
By expanding its partner network, introducing new specialisations and strengthening alliances with major technology providers, the company is positioning itself to address evolving enterprise requirements across IMEA.
As AI, hybrid working and Digital Transformation continue to reshape workplace expectations, Logitech believes the next phase of growth will be driven not simply by selling more devices, but by helping partners deliver integrated experiences that connect people, spaces and technologies.
For its channel community, the opportunity lies in evolving from product resellers into providers of comprehensive workplace solutions, supported by the technical expertise, services capabilities and industry knowledge that modern enterprises increasingly demand.