Ripper Hoy.
Charlie Hoy. Grandad's brother
The above written on the back of the card in more than one handwriting.

Embossed lower right is Wekeycan & Co CAIRO. The 'We' is not clear.

Charles Hoy in WW1:
5 Dec 1914 joined 5th Essex Territorials. CTC_051
7 Jan 1918 Absent Voters lists Charles with 161 Co. Machine Gun Corps WMF_1918_004

The book "Machine Gunner 1914-18" tells us the 161 Coy. M.G.C. was in Palestine March 1918. The book is available online.

This photograph is used in Not Just a Name, said to be Harris William Hoy (brother of Charles). See MPUB_NJN_P062_001