Astra Tech and Alibaba Cloud Join Forces to Revolutionise User Experience in MENA Region
Mokshita P.
10X Technology

Astra Tech and Alibaba Cloud Join Forces to Revolutionise User Experience in MENA Region

Astra Tech partners will Alibaba Cloud to integrate EMAS mobile testing into Botim, aiming to improve app performance, quality, and reliability. Collaboration enhances user experience and streamlines app development.

Astra Tech, a consumer technology group in the MENA region, has entered into a Memorandum of Understanding (MoU) with Alibaba Cloud, part of the Alibaba Group, to integrate its Enterprise Mobile Application Studio (EMAS) mobile testing solution into Botim, which is in the process of transforming into an ultra-app. This strategic move is set to revolutionise the user experience by offering unparalleled app performance, enhanced reliability, and seamless functionality.

The partnership builds upon an existing collaboration between the two entities, where Botim has already leveraged Alibaba Cloud's products and services, including Elastic Compute Service (ECS), storage, networking, and database services. The addition of EMAS is expected to enhance Botim's upgrade testing process, allowing for smooth weekly application upgrades across the Middle East, South Asia, and Southeast Asia.

The EMAS solution is poised to elevate the quality of Voice over Internet Protocol (VoIP) calls and video services by providing comprehensive support for a wide range of popular device models and offering round-the-clock assistance to identify hidden risks within apps. These risks encompass a spectrum of potential issues, including app crashes, compatibility challenges, functionality glitches, and performance concerns. By proactively addressing these challenges, EMAS aims to raise app quality and market competitiveness while minimising disruptions for users.

This collaboration gains particular significance as Botim accelerates its transformation into an ultra-app, expanding its suite of services beyond VoIP. The comprehensive testing and security approach facilitated by EMAS will enable the seamless integration of an extended range of services and functions, including mini-apps development. This move aligns with the objectives of fostering streamlined connectivity, stimulating economic growth, and promoting financial inclusion.

Abdallah Abu-Sheikh, Founder of Astra Tech and CEO of Botim, expressed his enthusiasm about the partnership, stating, "Our collaboration with Alibaba Cloud is poised to enhance user engagement and foster customer loyalty. Partners will have seamless access to a comprehensive range of services on a unified platform, delivering an engaging experience through a simplified customer journey. As we align technology with empowerment, this strategic move will usher in a new era of performance, reliability, and user satisfaction. We are committed to creating a world where technology effortlessly enables us to enhance the way we live, work, and connect."

Daniel Jiang, General Manager of Middle East, Turkey, and Africa, Alibaba Cloud Intelligence, commented on the partnership, saying, "Through our EMAS Mobile Testing, we aim to provide an application quality enhancement and management platform that is intuitive, capable of detecting issues, reducing user attrition, and enhancing app quality and market competitiveness for Botim. We are already witnessing significant positive outcomes of EMAS Mobile Testing in the markets where it has been deployed."

Botim and Alibaba Cloud will collaborate closely to enhance the user experience, expedite deployment through robust testing capabilities, streamline app development, and reduce time-to-market for new features and updates.