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Consumer Insight: UAE dictionary of change
 

Consumer Insight: UAE dictionary of change

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Change has always been the only constant, especially in the United Arab Emirates. A country which is only 39 years old but has attracted global attention in terms of growth rates, construction marvels ...

Change has always been the only constant, especially in the United Arab Emirates. A country which is only 39 years old but has attracted global attention in terms of growth rates, construction marvels and is leading the region on many fronts.
Following are a couple of thoughts on activities/projects which will probably bring some major changes in the media consumption and marketing front of UAE.
The three big changes that I have identified are
• Content creation
• Abu-Dhabi getting traction
• Increased connectivity
I have uploaded my views on slide-share FYR. Hope you find them useful

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    Consumer Insight: UAE dictionary of change Consumer Insight: UAE dictionary of change Document Transcript

    • Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed UAE Consumer Insights Dictionary of Change Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed Leading Content Creation Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • “Leading Content Creation” There has always been a search and hunger for local relevant valuable content everywhere in the world and UAE has never been an exception. People living in UAE have always been looking for valuable content. The Consumer Insights with Ayesha Saeed trick in UAE however is the population mix, UAE is a country where almost 7.5 million people are residing and only 13.3% are Natives (Emiratis). How to produce the content that is relevant to the most, if not all? A scene from City of life, UAE’s first large scale home grown movie A From the sets of City of life (Courtesy guardian.co.uk) City of Life Dubai's dreams of being the region's version of Hollywood got closer to realization with the release of Dubai’s first mega budget home-grown movie “City of life” Dubai may be rich but it never had a film industry – until now. And now the country is ready to see more and more home grown movies. Dubai has already been established as a place to shoot movies. This trend is bound to go up; as government is actively seeking means to promote national heritage and culture as part of their strategic plan (Cohesive Society and Preserved Identity is the number one strategic priority) Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Consumer Insights with Ayesha Saeed twofour54’s vision is to enable the development of world class Arabic media and entertainment content, by Arabs for Arabs, and to position Abu Dhabi as a regional centre of excellence in content creation across all media platforms including film, broadcast, music, digital media, events, gaming and publishing. With this massive investment, Abu Dhabi (UAE) is ready to ride the airwaves. Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed Focusing Abu Dhabi Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Focus shifting to Abu Dhabi Consumer Insights with Ayesha Saeed Above Left – Previous logo of world’s tallest building, it was called Burj Dubai . Above Right: The current logo , new name of the building is Burj Khalifa. It is named after the President of UAE Sheikh Khalifa. Cash-Rich, Publicity-Shy, Abu Dhabi is drawing attention because of its enviable stable position during the current financial crisis. Abu Dhabi has more than 90% of UAE’s oil & gas resources, it is world’s second most expensive city in terms of business travel and it is considered one of the richest cities in the world. But recent downturn has drawn world’s attention to the cash-rich Emirate of UAE. Since money doesn’t seem like problem in Abu Dhabi’s larger than life ambitions. Following is the list of some key projects in Abu Dhabi, which are making Abu Dhabi a center of attraction for tourists • Yas Island , world’s first Ferrari theme park • World's first carbon-neutral zero waste city (and the new HQ of IRENA) • Saadiyat Island: The cultural hub & the home of Guggenheim Museum, the Louvre, a Maritime Museum and Sheikh Zayed National Museum Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Focus shifting to Abu Dhabi Consumer Insights with Ayesha Saeed Above Left – Previous logo of world’s tallest building, it was called Burj Dubai . Above Right: The current logo , new name of the building is Burj Khalifa. It is named after the President of UAE Sheikh Khalifa. Abu Dhabi's GDP seen at US$179 billion in 2010, this positive increase in GDP is ensuring steady consumption patterns in the Emirate. Job market is relatively secure and thus Abu Dhabi is being eyed by the brands. And the trend is bound to rise upwards. Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed Connectivity Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Connected market Mobile Penetration rate in UAE stands at 193% as of September 2009. This is the highest in the Arab world. On top of that, the Consumer Insights with Ayesha Saeed market at large is shifting from voice only mobile to more sophisticated mobiles The number of 3G subscribers is expected to increase at a compound annual growth rate (CAGR) of around 25 per cent between 2007 and 2012 to reach 2.4 million by the end of 2012. Broadband subscriptions in the UAE are growing continuously as the number of both domestic and business users of high- speed services continued to increase. "The main factor fuelling the growth of broadband services is the strong growth in the number of small to medium-sized businesses. The number of broadband The recent offer from Etisalat - Go mobile with Etisalat’s unlimited broadband package for AED99 only subscribers grew at a CAGR of with free USB dongle Is going to fuel the growth rate of around 60 per cent internet penetration and usage from 129,000 subscribers in 2005 to 529,000 in 2008. The penetration rate also increased from a mere 7.9 per cent in 2005 to 26.9 per cent in 2008." Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Connected Market Considering the overwhelming penetration of mobile phones Two four 54 (the change agent mentioned under content creation) has launched Apps-Arabia i.e. an Consumer Insights with Ayesha Saeed investment fund for development of mobile and online application. The strength of UAE in this sector can be categorized as follows • UAE ranked No. 1 for ICT readiness in Middle East •Attractive zones and technology parks such as Dubai internet City, Dubai Media City and Knowledge Village City and Knowledge Village • A strong percentage of literate population carrying the latest mobile gadgets Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com
    • Implications • More and more local insights will be generated, Consumer Insights with Ayesha Saeed the concept of imported media/entertainment will be of less & less importance • Abu Dhabi has taken a lead but Abu Dhabi is not Dubai – There are many differences between the Abu Dhabi Culture & Dubai culture, while brands shift their focus to Abu Dhabi they should carefully analyze the differences • Mobile services & application has immense potential in UAE, which is waiting to be tapped Mail: ms.ayeshasaeed@gmail.com Blog: www.asaeed.wordpress.com