(Last updated: 18 Jul 2011)

Trends and opportunities

ICT business opportunities

Opportunities exist for Australian companies in the following sub-sectors in the UAE market:

• Banking and financial services: Islamic finance applications, trading solutions for equities and derivatives, insurance, asset management and private wealth management applications, and risk management and security solutions are all identified as emerging opportunities.
• Technologies for government: smart government, open government, data storage and security, cloud computing, unified communications and broadband applications.
• Telecommunications: mobile applications and content, contact centre solutions and CRM systems.
• Transportation: airline-specific solutions, warehouse/supply chain management solutions, tracking and/or tracing technologies, security/safety solutions and automation/consolidation solutions.
• Other: ERP, supply-chain implementations, POS solutions, CRM and loyalty applications, RFID technologies, integrated business and data management solutions, etc.

Why is this market attractive for Australian companies?

• There already exists 'luring' projects and opportunities but more importantly as an emerging market, the UAE can fuel growth for companies whose markets are stagnated or growing slowly elsewhere.
• Presence and/or success in the UAE can facilitate entering into other lucrative Gulf markets.

Marketing your products and services

Top tips to be successful in the UAE:

• Fully investigate the market – get to know your customers as well as your competitors
• Build awareness and local linkages by building a visible presence in major events and industry circles
• Choose your partner wisely or set-up locally if appropriate
• Invest and secure first customers – a reference project usually facilitates closing more deals in the UAE
• Leverage growing experience to expand operation in the UAE and beyond 

How does doing business in the UAE differ from Australia and what do Australian companies need to do in approaching this market?

• The main challenge in entering the market is to develop traction with potential partners and/or customers – the IT sector in the UAE is very brand cautious and track record in both developed markets and the Gulf region is usually necessary to attract interest.
• Businesses in the UAE in general are not as responsive as Australians with written correspondence. Rigorous follows up via phone and regular market visits are usually necessary in the early stages.
• Australian companies need to treat the UAE as an individual market and devise strategies pertinent to its characteristics, rather than trying to replicate the strategies that were successful in Australia or other markets for that matter.

Key ICT events in the UAE
GITEX – The Middle East’s longest and largest ICT event, with over 100 of the world’s top ICT brands
MECOM – Middle East Communications Exhibition & Conference is the leading communications technology and solutions event held in Abu Dhabi.

Links and industry contacts

Government, business and trade resources for the UAE

ITP.net – Middle East Technology News, IT News Portal – www.itp.net
Telecommunications Regulatory Authority (rankings)– www.tra.gov.ae/UAE_rankings.php
Telecommunications Regulatory Authority (latest statistics) – www.tra.gov.ae/latest_statistics.php
UAE Federal e-Government Portal – www.government.ae/web/guest

Contact details

The Australian Trade Commission – Austrade – is the Australian Government’s trade and investment development agency.

Through Austrade’s network of offices in over 50 countries, we assist Australian companies to succeed in international business, attract productive foreign direct investment into Australia and promote Australia's education sector internationally.

For more information on how Austrade can assist you, contact us on:

Australia ph: 13 28 78 | Email: info@austrade.gov.au

A list of Austrade offices (in alphabetical order of country) is also available.