Samsung, Belhasa Group ink strategic collaboration to catalyze digital transformation and AI adoption

Landmark initiative will see advanced technology integrated across Belhasa Group’s customer touch points, verticals, and services.  

DUBAI, UAE; 12 March 2025

Samsung Gulf Electronicsand Belhasa Group have signed a Memorandum of Understanding (MoU) to explore strategic collaboration opportunities across multiple business areas. Belhasa Group is one of the UAE’s leading business conglomerates with diverse interests spanning multiple sectors, including construction, real estate, automotive, education, and technology.

The agreement outlines how the two companies intend to leverage Samsung’s comprehensive enterprise portfolio to enhance Belhasa Group’s internal operations and customer offerings. Samsung will leverage its leadership in enterprise solutions, products and services to support Belhasa Group in its ongoing digital transformation and AI adoption across all of its customer touch points, verticals, and services.  

DooHee Lee, President of Samsung Gulf Electronics said: “Technology is today’s most powerful tool for growth, change and achieving sustainability. This agreement represents an exciting opportunity to bring Samsung’s innovative enterprise solutions to one of the UAE’s most respected business groups. It reflects Samsung’s ongoing commitment to partnering with UAE businesses and empowering them with the technologies to succeed in an AI-powered future. We look forward to supporting Belhasa Group in successfully achieving its business ambitions.”

Saeed Al Marri, Belhasa Group CEO said: “This MoU is part of Belhasa Group’s broader strategic framework of achieving operational excellence and being future ready. We look forward to leveraging Samsung’s knowledge, services and products in a synergistic partnership that consolidates our leadership position. Moreover, the MoU reflects our dedication to creating an AI-powered business, integrates advanced technology across our customer touch points, verticals, and services, ensuring we remain globally competitive in a dynamic business landscape.”

Key focus areas of the collaboration include deployment of Samsung’s Enterprise Mobile portfolio including smartphones, tablets, and KNOX security solutions across Belhasa Group companies. Complementing mobile communications will be Enterprise display and content management solutions from Samsung to support Belhasa Group’s operational needs, optimizing efficiency and revenue growth for one of the UAE’s oldest and most respected conglomerates.

As part of the agreement, Samsung will extend its Employee Purchase Program (EPP) to all Belhasa Group employees, providing them with access to a suite of Samsung offers and services through a dedicated online platform.