Arabic Blackberry:Adapting to the language of the market
The UAE's mobile phone provider telco Etisalat collaborated with the creators of the Blackberry,RIM,to create the Arabic version of the e-mail smart phone. The Blackberry has brought about the buzz word"push e-mail" into the business world. In other words,each and every e-mail is delivered instantaneously and individually to handsets. The adoption of push e-mail is the first step in improving the mobility and communications between business and within business in the Middle East. Ultimately, it is hoped that this will open the door to other services and applications that will allow users to experience the advantages of an office environment no matter where they may be. There is great competition between the handset sellers to become the leading device that achieves the dominant market share in the Middle East.Some of the manufacturers provide the reseller with a valuable, ongoing income stream. Resellers need some skills, such as basic networking, networking integration, messaging, and some element of expertise in security.But some of the other manufacturers believe that push e-mail is very straightfoward and can be easily understood by the end user, so there is no need to involve resellers and make the application seem more complex than it is.They feel that this will only inhibit the adoption of the system. Although it is popular, it has not achieves the market penetration of the U.S. Or Europe yet.There are other issues,too, which have impeded the adoption of the push e-mail system.The devices are very expensive.In itself, this is not the issue,but replacement costs would be prohibitive if they were lost or stolen. The United Arab Emirates is the market in the Middle East.Banks and the hospitality and the financial sectors have been the main purchasers.Most small-to -medium-sized business are waiting for out until the...
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