Alpha Data has a number of key differentiators from competitors, such as:

• Superior technical expertise: the Group’s technical expertise is demonstrated through the development and implementation of innovative solutions across multiple technologies.
• Specialist industry knowledge: the Group has a proven track record of delivering complex projects in different industries since 1981.
• Flexible and risk adjusted commercial models: Alpha Data is able to tailor its commercial models based on client preferences, delivering bespoke solutions that combine project-based and recurring contracts, licensing, leasing or build-operate-transfer contract models.
• Accelerated transformation: By using agile delivery methods the Group is able to deliver accelerated digital transformation projects for its clients.

• Strong digitalization and regional economic diversification are driving high levels of growth of all IT related services throughout regional markets.
• Alpha Data’s core markets, the UAE and KSA, are experiencing significant growth in the information and communication technology (ICT) sector, which is expected to grow at 9.0% CAGR and 11.1% CAGR between 2023 and 2028, respectively.
• This is supported by government-led digitalization initiatives including the "The UAE Digital Government Strategy 2025", the "UAE National Strategy for Artificial Intelligence 2031", "Operation 300bn", the UAE's "Fourth Industrial Revolution (4IR) Strategy" and the numerous KSA Vision 2030 giga projects.
• Alpha Data has held an approximate 6% market share of its addressable market in the UAE in 2023. Moving forward the Group will look to continue growing and take further market share.

• As a system integrator and digital transformation company, Alpha Data offers a comprehensive, end-to-end product offering, including hardware, software and services, providing customers with a "one-stop" IT solutions.
• Due to the unique nature of the IT industry and the complementary model of available solutions and services, the Group is able to cross-sell its multiple business lines.
• Although the Group faces competition in each of the markets and sectors in which it operates, none of its competitors in the UAE are able to compete with the Group across all market sectors.
• Alpha Data can also leverage a broader and more comprehensive range of IT solutions to drive further differentiation from competitors.

• Alpha Data is focused on high-growth sectors like cloud, AI, and big data, serving fast-growing sub-segments of leading industries such as banking, finance and healthcare.
• These sectors are embracing digital transformation and increasing their IT spend, driven by macro-trends such as generative AI, the demand for automation and virtual desktop infrastructure, as well as robotic and intelligent process automation.
• The demand for digital transformation initiatives amongst both private and public sector clients has been accelerated by these macro-trends and the Group believes that it is well positioned to capitalize on its clients' needs in these areas.

• Alpha Data has a diverse customer base consisting of approximately 2,200 government, quasi-government and private entities.
• Its relationship with government entities strengthens its position as a key player of ICT services in the region, with a strong portfolio of high-profile customers, including DP World, National Bank of Fujairah, MBRSC, DIBSA, as well as already established long term relationships with customers such as Emirates Airlines, ADNOC, Dubai Airports, amongst others.
• The Group develops long-term relationships with customers, allowing it to better understand the technological solutions suited to individual customer's needs.
• Alpha Data also offers bespoke contracts with pricing tailored based on customer-specific factors including the number of customers, users and sites to be covered, the types of applications to be used and the level of administration and management to be provided.

• Alpha Data benefits from a strong management team with a clear vision and over 250 years of sector experience, which is supported by robust corporate governance, local market knowledge, and regulatory expertise.
• The management team has a deep commitment to maintaining the highest standards of excellence within the Group, with a proven operational and financial track record and high staff satisfaction, illustrated by the low turnover rate.
• The Group's management team has been strategically split with a combination of services and sector units to leverage extensive sector expertise.

• Alpha Data has a strong network of software vendors, providing access to the latest technologies and preferential support through key vendor relationships.
• The Group offers clear value to vendors by giving them access to the local market and allowing them to easily reach customers.
• The Group holds high level partnerships and is recognized as a partner of choice by numerous global technology leaders such as Microsoft, AWS, Cisco, IBM, Fortinet, and Palo Alto, having received numerous awards from its strategic partners.
• Alpha Data is continuously looking to expand its network of partners, with a view to building mutually beneficial relationships and collaborating on new and emergent technologies.

• Alpha Data has enjoyed sustained revenue growth in the last 4 years reaching AED 2.3bn revenue in 2024A, with FY21-24 CAGR of 21.9%.
• Despite the highly competitive environment the Group operates in, it has maintained stable margins (12.5% gross margin in 2024). The Group‘s adjusted EBITDA Margin and Net Profit Margin in 2024 were 5.8% and 5.5%, respectively.
• Sustained improvements in its Free Cash Flow generation, with an average cash conversion rate of 103% for the four years to 2024.
• Strong value delivered to shareholders, with healthy dividends over the previous four years and a robust dividend payout of 75% (average in FY21-24).
• Alpha Data operates with minimal debt and has funded its expansion primarily through cash flow from operating activities.