The number of mobile subscribers in the UAE has passed 7.3 million, raising the penetration level to 170 per cent.
Aday without your mobile phone is unimaginable and as 50 per cent of the globe goes cellular the focus has moved from connectivity to convergence.
Imagine life without a limb or without sight, sound or smell — now imagine life without a mobile phone — see any similarity? Most of us feel handicapped without our mobile phones. A study conducted by the Henley Management College in the UK and the research consultancy Teleconomy has thrown some interesting light on the different ways in which people are attached to their mobiles and how they use their phones to manage their relationships.
The three-year study found that 46 per cent of the respondents used their mobile phones to lift their spirits or to entertain themselves, 55 per cent to fight boredom and 52 per cent to gossip.
The research categorised mobile phone users into three groups. The first group, Cyborgs, cannot imagine life without their mobile phones. They have the latest models and see their phone as part of their personality.
The second group, Prosthetics, see mobile phones as functional devices that help them manage their lives. And the last group, Connected but Unattached, see their phones as useful devices and use them mainly for voice calls.
The indisposable gadget
Mobile phones have, indeed, penetrated every aspect of our lives.
What started as a device to make calls is now being used to listen to music, browse the web, make videos, set reminders, take pictures, video conference and sometimes even find the way back home. We are using mobiles to reach out, strike a deal, deepen relationships and manage friendships. We have become attached to the devices and the services they offer, making the mobile a tool for organising our hectic lives and relationships.
It is believed that by the end of 2007 the total number of mobile subscribers worldwide will cross the three billion mark and worldwide mobile penetration will pass 50 per cent. Not only that a trend is being observed where the growth is also shifting from mature markets of Europe, North America and Far East to surging markets of China, India, Middle East and Africa.
According to official figures released this month, the number of mobile subscribers in the UAE has crossed 7.3 million in November 2007, raising the mobile penetration level to nearly 170 per cent in an estimated population of 4.3 million. Du, which started its mobile services in the UAE early in 2007, recently announced that its subscriptions have already crossed one million.
In terms of teledensity, this makes the UAE the top country in the Middle East and North Africa region and places it among the world's top few countries.
Networked readiness
In its annual Global Information Technology Report 2006-07, the World Economic Forum has also ranked the United Arab Emirates as the leading country in the Arab world for "networked readiness."
The UAE has also consistently launched new business-enabling data services before any other nation in the region, including internet and mobile telephony. This has helped it to become one of the most attractive destinations for international trade and investment.
"In 2007 the growth of mobile connections in the UAE has definitely been higher than 2006. The entry of a new player, Du, has obviously opened the market to some competition because of new offerings.
Also, new technologies such as 3G, have boosted the uptake of more data-oriented connections (like laptop data cards), which explains the fact that some users have more than one mobile connection. The ever-expanding expatriate community has boosted sales of mobile connections. However, according to our latest forecast, the growth in the UAE should calm down when the effect of competition wears off and 3G is less of a novelty," says Stephanie Pittet, Principal Analyst of Gartner.
Generation next
"Third Generation mobile technology has revolutionised one-to-one communication across distances. While telephones made it easier to speak over distances, mobile phones have made it possible to speak over distances while moving. 3G mobiles have now made it possible to speak with one another over a video call, watch mobile television while on the move and also access high-speed internet from a mobile device," says Khalifa Al Shamsi, Vice President, Marketing, Consumer and SMB, Etisalat.
According to Osman Sultan, CEO of Du, "The UAE's steady diversified economy, stable financial market, strong investment climate and congenial business environment, are the main reasons behind the high mobile penetration rate. Add to that the fact that the UAE has the most advanced IT infrastructure in the region and free economic zones that has attracted the world's largest technology leaders and the widespread use of technology in the country."
Competition works
Du's achievement of one million customers is being marked by the recent launch of a limited edition ‘Pay As You Go' pack and the new ‘WOW' recharge card that offers convenience and value for money as customers choose between more credit or more time.
"We are also offering advanced voice and date-based services such as Call Select, Homecam and Mobile TV. We listen to our customers and try and introduce services using the latest technologies," says Sultan.
Official figures from Etisalat state that their current customer base is 6.3 million, compared to the 5.99 million at the end of the second quarter of 2007.
Dynamic segment
"Mobile technology is one of the most dynamic segments of the telecommunications industry. The mobile phone has gone from being a basic communications device to a rich experience with mobile commerce options such as payments, mobile entertainment options such as television, music, gaming and mobile advertising that enables targeted direct communication. We envision that the mobile phone will be a single solution for a person to make and receive payments, identify locations and send directions, communicate audio-visually in real time and maybe even carry embedded identity proof," says Shamsi.
Besides services like Mobile TV, Blackberry, Pushmail and Credit Transfer, Etisalat has also introduced area information services and location-based services.
Etisalat's area information service displays the area name, and the location-based service enables customers to get their location through an SMS with place name and WAP link to view the map.
Alternatively, customers can receive MMS with maps of their location or nearby points of interest, which they can forward to their family, friends and business partners by MMS or e-mail.
According to Yolande Pineda, Communications Director MEA of Nokia, "Today mobile technology is transforming the way we live. Consumers are purchasing the device according to their personal needs when it comes to design and features. In this region people are extremely interested in the latest technology and the most advanced features and applications. Therefore, they tend to look for the latest devices that suit their needs."
Convergence has proved an extremely important trend in the business.
"With consumers wanting devices packed with cutting-edge technology such as cameras, MP3 players and integrated GPS antennas. Music has also been an important trend here in the Middle East, with consumers downloading songs on their mobile handsets and listening to music wherever and whenever they want," says Pineda.
He adds, "Consumers are also increasingly wanting to access their e-mails and work documents wherever and whenever they want. We believe that this will continue to be a major trend and so we have added business features such as the Nokia E61i, Nokia E65, Nokia E90 Communicator and the new Nokia E51. It is seen that device management and security features are also playing an increasing role and are in great demand, especially in the corporate segment."
