Aptec moves to boost market share as
UAE mobile phone penetration extensively outpaces landlines
Recent study shows that UAE has 2.51 million mobile
phone subscribers, against 1.10 million fixed lines
June 14, 2003
Aptec Gulf, the leading regional distributor of mobile
phones and accessories is stepping up its marketing
activities to meet the projected high demand for mobile
phones, as a new study shows that mobile phone penetration
continues to accelerate rapidly in the UAE, recording
unprecedented growth across all emirates, especially
Dubai and Abu Dhabi.
By the end of February 2003, the number of mobile phones
subscribers in the UAE stood at 2.5 million, against
the number of fixed lines of a little over 1 million,
according to a study by the Dubai-based Madar Research
"Aptec has been closely monitoring the dramatic
growth patterns in the mobile phones markets of the
UAE and the region," said Bahaa Salah, Regional
General Manager, Gulf, Lebanon & Africa, Aptec Gulf.
"This is a challenging phase for the regional mobile
phone industry. Aptec is completely geared to meet this
rising demand for mobile phones. We will soon unveil
our strategic expansion plans and innovative marketing
strategies to meet this quantum leap in the market demand.
We have lined up several competitive deals and value
addition offers for our customers."
"The Aptec Online service on our website (www.aptecmobiles.com)
allows customers to order mobile phones directly over
the Internet as part our service-oriented approach to
offer greater purchasing options," said Salah.
"The website also features bargains, special offers
and new arrivals besides highlighting the key features
of all the mobile phone models. With the UAE market
getting more sophisticated, we expect this online channel
to gain greater acceptance in the days to come."
The Madar study shows Dubai to be the undisputed leader
in the mobile market, with a penetration of nearly 90
per cent, reaching the league of countries like Finland
and Italy. Dubai also commands 39 per cent share of
the total UAE mobile subscriber base, 40 per cent of
the fixed landlines and 38 per cent of Internet users.
After Dubai, Abu Dhabi takes the second position in
the UAE, with a mobile phone penetration of 62.5 per
cent. Together, the two emirates account for 73 per
cent fixed lines, 74 per cent mobile phones and 72 per
cent Internet connections in the UAE. Mobile phone penetration
in the other emirates is as follows: East Coast 56.7
per cent (against 23.6 per cent land lines); West Coast
55.1 per cent (against 27.7 per cent landlines) and
Ras Al Khaimah 46.4 per cent (against 25.7 per cent).
"The runaway growth in mobile phone subscriptions
is accompanied by near stagnancy in fixed land lines,
sending a clear message that the mobile phone revolution
is showing no signs of slowing down," said Salah.
"The potential appears to be far greater as the
integration between mobile phones, mobile devices and
PCs is likely to provide new impetus to the communications
industry. With instant communication becoming the norm
of every business, the mobile phone is now an integral
part of daily life in the UAE."
"The huge potential in the UAE presents mobile
phone distributors with a tough and competitive playing
field," said Salah. "As part of our strategy
for the Middle East and drawing on our in-depth market
intelligence, we are allocating extra resources to retain
Aptec's competitive edge in this sector. We will continue
to build on the customer loyalty in the UAE as well
as in the region. Aptec's huge network of outlets and
unparalleled standards of service sets its apart from
the rest. As distributors for the world's leading mobile
phone brands, we combine value-for-money with superior
customer service tailored to meet the demands of the
markets in the region especially the UAE. Aptec will
continue to play a leading role in one of the world's
fastest growing mobile phone markets."
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