CEO Amit Somani on how Sama X is redefining broadband access for governments, enterprises, and communities with Starlink’s game-changing technology
As digital transformation accelerates across the Middle East, access to reliable, high-speed internet has become more than a convenience—it’s a necessity. At the center of this evolving landscape stands Starlink, a revolutionary low Earth orbit (LEO) satellite internet network that promises to bring premium connectivity to even the most remote corners of the region. Leading the charge to deliver this technology locally is Sama X, a bold new entrant into the satellite broadband space, helmed by seasoned industry veteran Amit Somani.
In an exclusive interview with Gulf Business, Somani shares how Sama X, backed by the robust capabilities of Alghanim Industries, is leveraging Starlink to address long-standing connectivity gaps and enable digital progress across diverse sectors.
Meeting the Region’s Unique Needs
The Middle East’s satellite communications market, already a multi-billion-dollar industry, is undergoing rapid expansion, driven by the need to serve both unconnected rural communities and high-tech enterprises in urban hubs. While the demand is wide-ranging, Amit Somani believes Starlink stands apart for its unique value proposition.
“Starlink provides a compelling mix of affordability, ease of use, and low latency,” says Somani. “In many cases, expanding 5G networks into remote regions is just not economically viable. Starlink fills that gap, offering download speeds up to 350 Mbps at a fraction of the cost and complexity of traditional infrastructure.”
The region’s growing appetite for high-performance connectivity—whether for community Wi-Fi, government operations, or critical industries—is matched by Starlink’s ability to deliver it reliably and affordably.
A Mission-Driven Leader
Somani’s own journey reflects the transformative power of connectivity. With more than 15 years of experience spearheading high-throughput satellite programs across Africa, the Middle East, and South America, he brings a clear vision to Sama X: broadband for all.
“I’ve seen firsthand how affordable satellite internet can change lives,” he says. “With Starlink, the scale of that impact can be exponentially larger.”
Backed by Alghanim Industries, one of the Middle East’s most respected conglomerates, Sama X has the financial stability, regional expertise, and strategic partnerships needed to succeed. “It’s a rare opportunity to blend breakthrough technology with local insight to make a real, measurable difference,” Somani notes.
Starlink’s LEO Advantage
A key differentiator for Starlink lies in its low Earth orbit architecture. Unlike traditional geostationary satellites, which suffer from high latency (up to 600ms), Starlink’s network operates with a latency as low as 25-60 milliseconds—an essential edge for real-time applications like online trading, video conferencing, and industrial automation.
“The responsiveness and resilience of the Starlink network are unmatched,” says Somani. “With multiple satellites in view at all times, the system is inherently more reliable than older, single-satellite models.”
Its user terminals, priced around $350, are not only more affordable but also simpler to install, relocate, and maintain—further enhancing its appeal in dynamic or challenging environments.
Localised, Customer-First Approach
What truly sets Sama X apart from other Starlink resellers in the region is its deep local commitment. The company is actively establishing operations in each country it enters, adapting pricing and support services to meet specific market needs.
“Being regionally rooted allows us to go beyond distribution—we create tailored solutions,” Somani explains. “Our customer service teams speak Arabic and English, we offer local delivery and installation, and our in-house portal enhances the Starlink experience with customised reports, alerts, and real-time management tools.”
Sama X is a greenfield business laser-focused on delivering value through Starlink. Without legacy constraints or competing priorities, the company is agile, dedicated, and aligned with customer expectations.
Serving Governments, Enterprises, and Beyond
The Middle East’s rapid adoption of technologies like AI, cloud computing, and smart infrastructure is generating new connectivity demands—demands Sama X is primed to meet.
“Our customers include governments, telecom operators, large corporations, and remote professionals,” says Somani. “Starlink gives them what they need: speed, reliability, and freedom from fixed infrastructure.”
From enabling remote learning in underserved villages to powering enterprise data centers and government missions in harsh terrains, Sama X envisions a future where no corner of the region is left offline.
Looking Ahead
With its dynamic leadership, visionary mission, and the revolutionary power of Starlink, Sama X is not just selling broadband—it’s building the digital backbone of tomorrow’s Middle East.
As Somani puts it: “This isn’t just about internet access. It’s about economic empowerment, innovation, and opportunity. With the right technology and the right team, we’re ready to help the region unlock its full digital potential.”
