Technology is not solely defined by features, nor has it ever been just about devices. In the B2B domain, technology must be industrialized – designed to be productive, efficient, and reliable, with a strong emphasis on delivery and service excellence. On the Consumer side, the focus shifts from specifications and standalone products or services to the consumer journey, emphasizing the overall experience and the creation of a seamless, interconnected ecosystem.’
Meet Carlos Freitas, today’s guest who is a technology guru renowned for distribution strategies and developing impactful products and solutions with a focus to drive seamless user experiences.
From Lisbon to Global big Tech: A Trailblazer’s Path to Excellence
Originally from Portugal, Carlos has spent nearly two decades away from home, driven by his ambition and a remarkable professional journey. Having lived on four continents, he now calls Dubai home, where he has been based for 13 years.
Carlos’ career has been deeply rooted in the technology sector, and he considers himself privileged to have worked with some of the biggest names in the industry – a testament to his dedication and hard work. His strategic efforts have been instrumental in helping global tech giants localize their operations, ensuring they remain relevant and impactful in the regions he has served.
For almost 20 years, Carlos has been immersed in the Big Corporate world, with an impressive career spanning roles at Nokia, Microsoft, and, most recently Apple for nearly 10 years. His professional journey has taken him to diverse locations such as Maputo (in Mozambique), Johannesburg (South Africa) and Nairobi (Kenya) among others locations and spanning from a roles point of view as the like Country Manager for Iran and Country Lead for Apple Nigeria, Carlos has gained invaluable hands-on experience in implementing complex global strategies tailored to the unique challenges of the MEA region.
Carlos’ unwavering dedication, strategic insight, and ability to inspire teams and partners have solidified his reputation as a leader in the tech industry.
Technology Disruption: The 21st Century’s Industrial Revolution equivalent
One of the most inspiring aspects of technology is its ability to solve complex problems. Whether it’s artificial intelligence developing new medical treatments, renewable energy technologies combating climate change, or space exploration expanding our understanding of the universe, technological advances offer hope and solutions to some of humanity’s most pressing challenges. These breakthroughs not only inspire scientific communities but also spark the imagination of everyday people, igniting a sense of possibility.
Technology has never been about gadgets and devices; it is a powerful source of inspiration. It enables solutions to complex problems, fosters creativity and collaboration, and challenges us to continuously innovate. Through these avenues, technology not only shapes the world we live in but also sparks the imagination to build the world we hope for.
While some have predicted that technology would become so essential it could eventually be regarded as the sixth pillar of modern societies—alongside social justice, economy, education, healthcare, and security—Carlos firmly believes that, based on recent trends in technology adoption and evolution, its significance has already surpassed the notion of a pillar. Technology is rapidly becoming the backbone of future societies, an aggregator that will serve as the core from which all other developments will emerge.
Among the topics of the year – AI and Machine Learning, Carlos identifies other key areas like FinTech, Digital Transformation, Security, eGovernance, and Healthcare as crucial sectors that demand greater focus and in-depth discussion in our Middle East & Africa region:
- FinTech has done more than introduce digital wallets and payments; it’s a game-changer in combating financial exclusion, especially in regions like the Middle East and Africa. With limited traditional banking, FinTech is leapfrogging conventional systems by offering mobile-based platforms that provide unbanked populations with access to savings, loans, insurance, and remittances. In countries like Kenya and Nigeria, mobile money services like M-Pesa have brought millions into the financial ecosystem, empowering individuals and small businesses to participate in the digital economy and drive economic growth.”
- Technology is the catalyst of Digital transformation since a successful implementation boosts efficiency, enhances accessibility, improves data management, elevates customer experiences, drives innovation, supports sustainability, and enables flexibility to adapt to changing needs.
- The way we all look at security has evolved in parallel with technology evolution. The caveat here is where to set the border line between privacy rights and the right to be prepared ahead by collecting more data to endure on a preventive action rather than reactive. A lot of work needs to be done mainly in setting guard rails and governance to the use of technology .
- Technology is transforming governments through eGovernance, improving service delivery and transparency. By digitalizing processes, governments can reduce bureaucracy, enhance accessibility, and reach underserved communities more effectively. Technology is not only simplifying or replacing administrative tasks but also ensuring that governments are more responsive, data-driven, and capable of addressing the evolving needs of their populations in real-time.
- Technology is transforming healthcare by enabling personalized, proactive care through AI, telemedicine, wearables, and electronic health records. These innovations improve accessibility, streamline procedures, and enhance diagnostics, while robotics and automation support efficient care delivery. However, challenges like data privacy and equitable access must be addressed. When integrated effectively, these technologies have the potential to revolutionize healthcare systems globally.
In a nutshell, Carlos says that technology democratizes access to knowledge and creativity. The internet has opened up global networks where individuals from all walks of life can share their ideas, collaborate, and learn from each other.
Dubai key role in shaping the future of Technology
Dubai is rapidly establishing itself as a global leader in shaping the future of technology, driven by its visionary leadership and commitment to innovation. The city has become a hub for cutting-edge developments in areas such as artificial intelligence, blockchain, smart cities, and digital transformation. Dubai’s strategic investments in technology infrastructure, coupled with its open-minded regulatory environment, have fostered a thriving ecosystem for tech startups, multinational companies, and research institutions
Technology democratizes access to knowledge and creativity. The internet has opened up global networks where individuals from all walks of life can share their ideas, collaborate, and learn from each other. This is a match with the vision that has been set here, so nothing but exciting days ahead in this field.
Carlos’ believes that his accumulated experience, mindset and knowledge in this field combined with a deep understanding of the region, will be great assets to be leveraged looking at positioning Dubai in the forefront role highlighted above.
Exploring the World: 115+ Countries & Counting
Carlos’ wanderlust is a defining characteristic of his lifestyle. Over the years, he has visited more than 115 countries, exploring cultures, meeting people, and collecting experiences that have shaped his perspective on life.
While he aims to visit all the countries in the world, for Carlos travel is not just about ticking off countries on a map – it’s about connecting with people, understanding their stories, and finding new ways to expand his own.
His memory, more than his Instagram account, is filled with long lasting stories, unique experiences and stunning snapshots from around the world which is a testament to his adventures. Carlos has not seen it all but it’s on his to do list, as he jokingly says.
During this interview, we caught up with Carlos in Tokyo. On his sixth visit to Japan, he’s frequently asked about his top travel destinations. While it’s difficult for him to pick just one, it’s the less-visited places that stand out in his mind. Carlos often finds inspiration in destinations where hardship is prevalent, yet positive aspects shine through. For him, small things can make a big impact – such as spending a week in a city completely devoid of billboards, branding, and marketing. In today’s noisy, fast-paced world, such an experience can be incredibly refreshing which was the case in Pyongyang. While North Korea is often associated with negative connotations and is a place few dare to visit alone, Carlos sees it as an example of how simplicity and quiet can offer a unique kind of inspiration.
Other destinations that are rarely considered mainstream favorites – such as Bhutan, Mongolia, Turkmenistan, Yemen, Greenland, Liberia, the Congo DRC, Iran, Syria, and Iraq—hold special significance for Carlos. These places, though not often at the top of most travelers’ lists, offer experiences and perspectives that are particularly meaningful to him. Each journey is an opportunity for growth, both personally and professionally. Whether it’s a quick getaway or a long adventure, Carlos makes sure to soak in every moment and find inspiration in every corner of the world.
Speed & Power: The Ultimate Expression of Freedom
One of the most striking aspects of Carlos’ lifestyle is his deep love for speed, power and the overall experience around exotic cars. For Carlos it’s more than just a hobby – it’s a way to experience freedom. It’s also a way to connect and engage with other car enthusiasts that share the same passion, specially for the ones sharing the same love for Lamborghini brand.
As a proud active member of the Lamborghini Club UAE, he has found a way to blend his passion for the Lamborghini brand with what it represents – exquisite looks, rawness, power, and bold excitement.
A recent journey to Lamborghini’s iconic headquarters and factory in Sant’Agata Bolognese, Italy, with fellow Lamborghini UAE enthusiasts was nothing short of a lifelong dream fulfilled. According to Carlos, the experience reached its pinnacle with the unforgettable opportunity to meet the Lamborghini CEO – a moment of pure magic that only those who live and breathe the brand can truly comprehend.
The roar of an engine, the feeling of the wind rushing past, and the adrenaline that pumps through his veins while driving, all represent the kind of life he wants to live—bold, fearless, and always in pursuit of something greater. Driving his exotic cars or flying in the cockpit at his younger brother’s plane just embodies his philosophy: to live on the fast lane, and you have to give it your all.
Future Happenings: Continuing the Adventure
In parallel with his travel patterns, Carlos is not slowing down. While he plans to put the big corporate on hold for now, he is currently working on new ventures to leverage his deep Middle East & Africa experience combined with a unique corporate mindset where his Technology experience can be at the benefit of others, in the shape of a one stop shop Tech consulting. Carlos wants to inspire others but also aims to use his knowledge and experience to bridge the gap for other entities that desire to set foot in such complex environments.Exciting days ahead and for sure a lot more to be shared in the near future. Stay tuned and follow him on Instagram.
