Shelly Landsmann on Governance, Scale and Building for Long-Term Resilience

What is your role today, and how did you arrive at this point in your career?

I’m the Chair of the Board of NED, a data centre company headquartered in Israel with a vision to become one of the leading hyperscale infrastructure providers across EMEA. My journey here has been built over more than 25 years in the technology sector, including two decades at Microsoft, where I held a range of senior leadership positions, most recently as Country Manager for Microsoft Israel.

Those years taught me that technology isn’t just a business function; it’s the foundation of how the world operates. After leaving Microsoft, I wanted to apply that perspective to a sector that underpins all digital innovation: infrastructure. That’s what led me to NED, a company at the intersection of technology, connectivity, and sustainability.

How has your experience in the technology sector, including your time at Microsoft, influenced your current work in infrastructure?

Microsoft was a kind of “school for leadership.” It’s not just one place you work; it’s an experience that shapes how you think, plan, and execute. My time there gave me a deep understanding of how technology ecosystems evolve and what enterprises need to operate and scale globally.

In infrastructure, that perspective is invaluable. Data centres are the backbone of everything: AI, cloud, connectivity, you name it. I approach NED’s growth strategy with the same mindset I learned in tech: anticipate change, focus on customers, and innovate before the market demands it.

Israel is increasingly seen as a growing player in the global digital ecosystem. What factors are contributing to this shift, and how is NED engaging with them?

Israel has always been a powerhouse of innovation. The country’s strength lies in its ability to create technology that serves the world. We’re a small market locally, which means most of our products, IP, and solutions are built here and exported globally.

What’s changing now is the scale. AI represents the biggest transformation since the energy revolution, and Israel is right in the middle of that shift, creating, testing, and deploying new technologies. At NED, we see ourselves as part of that ecosystem. We’re building the infrastructure that enables this innovation to happen, the physical layer that supports the digital economy.

What role do projects like subsea cables and cross-border connectivity play in your broader vision for digital infrastructure?

Connectivity is everything. As global data volumes explode, subsea cables and cross-border links are becoming the arteries of the digital world. Israel is uniquely positioned as it sits at the crossroads of three continents, connecting Asia, Europe, and Africa.

For NED, this is strategic. We want to be where the data flows, on the main cable routes, connected to the biggest exchange points. The more cables and interconnections that land here, the more Israel has the potential to strengthen its role as a regional digital infrastructure hub. That’s a huge opportunity for the country and for NED.

What have been some of the highlights and challenges of developing a hyperscale campus from the ground up?

Demand is growing much faster than supply. Across EMEA, it’s one of the most capital-intensive and competitive industries out there. Securing power in the right locations can be extremely difficult, and aligning capital with project timelines requires discipline and foresight.

That said, what we’ve built at NED is remarkable. Daniel and the team have developed state-of-the-art infrastructure, from the design and engineering to operational excellence. We’re innovative not only in how we build and equip our data centres, but also in how we approach customers and partnerships. That combination of execution, innovation, and customer mindset is what sets us apart.

How do you define success for NED over the next few years, and what are you focusing on to achieve that?

Our ambition is clear: to become the largest and most innovative data centre provider in EMEA. We’re doing that by building world-class facilities, acquiring and partnering with companies that share our values, and following our clients as they expand globally.

Ultimately, success means scale, but smart scale. It’s about growing sustainably, investing in technology, and staying ahead of market needs.

What advice would you offer to others considering a leadership role in infrastructure or transitioning from another part of the tech industry?

Infrastructure is not for the faint-hearted. It’s complex, capital-heavy, and always changing. But it’s also one of the most exciting sectors to be in right now because everything digital depends on it.

Was there a pivotal moment in your life, either personal or professional, that shaped your outlook or leadership style?

I don’t think there’s one single moment, but rather a collection of experiences that have shaped me. At Microsoft, I learned the importance of resilience and adaptability to lead through constant transformation. Personally, I’ve always believed that leadership is about people. It’s about inspiring trust, giving direction, and creating an environment where great ideas can happen.

At NED, I try to bring that same energy, empowering people to take ownership and innovate fearlessly.

Thinking about the next five years, what is one bold prediction you have for the future of the data centre industry?

The next five years will be defined by AI and energy. We’ll see an explosion of AI-driven workloads: inference in Europe, edge AI emerging in the Middle East, and continued demand from large language models everywhere.

The data centre industry will continue to boom, but the real shift will come from how we power it. The transition from grid dependence to green energy will define competitiveness. Security will also evolve, with multiple layers from the perimeter to the compute core.