Apps take over the Middle East

Tue, 2011-11-29 08:06 - By

Digital Media, Media Business, Media, AppsArabia, Emaar

The use of mobile apps in the Middle East has witnessed stupendous growth in the last twelve months. According to new research from AppsArabia, 85 per cent of smartphones and tablets in the MENA region have apps installed. The research estimates that seven out of ten smartphone users in the region use mobile apps at least once every day, while 51 per cent use apps all day long.

Mobile apps, especially augmented reality (AR) apps, have become an extremely helpful

tool for users in the MENA region. From interactive gaming, to locating ATMs or

restaurants in an unfamiliar neighborhood, and finding a car in a congested parking lot,

smartphone apps are everywhere and are being used for almost everything.

Developing mobile apps holds great potential for businesses. According to AppsArabia,

62 per cent of users in the MENA region find location-based advertising appealing, while

58 per cent are willing to trade usage data for free apps. These figures make apps one of

the most alluring means of marketing and promotion available in the region, and open new

avenues for businesses seeking opportunities for customer engagement, growth and tapping

into new markets.

Indeed, businesses across the MENA region have wholeheartedly embraced the mobile app

revolution. Even bigwig realtors like Emaar and Halcon have entered the fray, and have

developed customised AR apps that allow users to stand in a particular neighbourhood and

look around through their smartphones cameras for properties available for rent/sale. For

instance, Emaar's "Downtown Dubai app, developed in conjunction with Traffic Online, help users stay on top of the game in terms of shopping, dining, lounging, relaxing, entertainment and events in downtown Dubai, while aiding Emaar to channel more time efficient, if not profitable, business towards its downtown Dubai project.

In short, businesses willing to embrace mobile apps have plenty of opportunities in the MENA region. The region not only has one of the best mobile and ICT infrastructures in the world, but is endowed with a populace ready for mobile applications and services.