The recent GITEX Global technology fair in Dubai brought together innovation leaders from around the world – including Estonian companies. Two participants, Omnicomm OÜ and FoxSec, shared their experience and explained why being present at international fairs matters and how such events help companies reach new partners and markets.
Meetings that open doors to new continents
Omnicomm’s CEO, Ksenia Šarõpova, describes the fair as exceptionally successful for the company.
“We held numerous meetings not only with our existing clients in the region, but also with customers and partners from Brazil, India and Africa. The discussions were very productive, and we are now actively working on follow-up activities stemming from these agreements and contacts,” she explains.
According to her, the company is already scheduling technical and commercial negotiations, drafting cooperation agreements and specifying implementation plans.
“We are confident that the momentum and connections we gained at GITEX will lead to concrete business projects in the coming months.”
In addition to new contacts, GITEX also strengthened existing relationships.
“In many cases both aspects played a role – at the fair, we were able to take previously started conversations to the next level, hold in-person meetings and demonstrate our technology in real time,” Šarõpova adds.
“Success starts with preparation – and continues after the fair”
According to the Omnicomm CEO, Estonian companies should definitely consider participating in international fairs.
“GITEX offers an excellent platform for showcasing technology and meeting decision-makers. We strongly recommend thorough preparation: know your message and target markets, demonstrate a working product rather than just a brochure, and make sure to follow up – real business begins after the fair,” she emphasizes.
She adds that it is crucial to focus on high-quality contacts and make use of Estonia’s unified national presence.
“Being part of Estonia’s joint pavilion added credibility and visibility. Visitors who recognized the Estonian national stand perceived it as a mark of quality – this helped us gain trust and attention.”
Šarõpova notes that fairs have long been an essential part of Omnicomm’s global expansion strategy.
“These events bring us face-to-face with decision-makers in new geographic markets and strengthen our brand position. We have already begun negotiations for export contracts and partnership projects that originated directly from GITEX.”
FoxSec: “We don’t sell just security products – we deliver a strategic management tool”
Another Estonian company, FoxSec, also saw significant value in participating.
Board member Siim Kajo says GITEX gave them a chance to demonstrate what modern automated building and workforce management looks like.
“For us, the greatest value was visibility on the international stage and the opportunity to speak directly with people who are looking for exactly the kind of integrated solution FoxSec offers – all systems on one platform, without confusion or duplication,” he explains.
They established strong contacts across several sectors, including property management, security systems and industrial companies.
“The most important outcome was building trust quickly and showing that FoxSec is not just a security product – it is a strategic management instrument,” Kajo adds.
Fairs help you tell your story to the world
Kajo encourages other Estonian companies to participate in international fairs, but stresses the importance of a clear message.
“You need to be able to tell your story in a way that resonates with an international audience. FoxSec’s strength is practicality – our solution helps companies save time and money. Large fairs are highly effective for presenting such value propositions, provided you act thoughtfully and with focus.”
He also highlights the impact of the Estonian joint pavilion.
“The pavilion organized by EIS was professional and unified, which increased credibility and drew interest even from those who had not heard of us before. Estonia’s reputation as a smart, forward-thinking small nation clearly worked to our advantage.”
Participating in fairs is a natural part of FoxSec’s international growth strategy.
“Interest in our solutions has increased and we already see concrete impact – both in new business relationships and in brand awareness. The strength of our system lies in its completeness: access control, time and attendance, security, visitor management and more – all integrated into one automated environment. This is exactly what long-term decision-makers are looking for.”
Shared insight: a fair is not the goal – it is the beginning
Both Omnicomm and FoxSec agree that fairs are not just marketing events but strategic tools – places where the conversations begin that lead to real business and export growth. They note that the EIS joint pavilion and Estonia’s strong technology reputation give small local companies a valuable advantage, increasing trust and visibility on the global stage.
Whether the destination is Brazil, India or the Middle East, the conversations started at GITEX may lead to new markets and cooperation agreements within just a few months.
Estonian companies’ participation in the GITEX joint pavilion was organized in cooperation with the Ministry of Foreign Affairs and funded by the European Union’s Recovery and Resilience Facility “NextGenerationEU”.
For more information
If you are interested in entering Gulf region markets or exploring possible cooperation projects, please contact:
Fatoumata Tall
Export Adviser (Gulf Countries)
+971 552 911 637
