Gitex 2013 – Gemalto’s New End-User Survey Reveals Strong Potential for Mobile Marketing in the Middle East

  Gitex 2013 – Gemalto’s New End-User Survey Reveals Strong Potential for
  Mobile Marketing in the Middle East


Business Wire

DUBAI, United Arab Emirates -- October 22, 2013


Mobile Marketing in the Middle East: the Golden Rules (Photo: Business Wire)

Mobile Marketing in the Middle East: the Golden Rules (Photo: Business Wire)

Gemalto (Euronext NL0000400653 GTO), the world leader in digital security, has
published the results of a new survey conducted by IFOP in Dubai that reveals
the willingness of respondents to engage with mobile marketing – provided that
businesses respect the ‘golden rules’ of messaging, and offer real and
immediate incentives to those who respond. The research shows that Dubai
residents are particularly receptive to targeted campaigns, and highlights the
untapped potential for businesses to build closer links with their consumers
via mobile marketing.

The survey underlines the fact that mobile messaging is already part of
everyday life in the UAE, with 99% of those interviewed receiving messages
from chains, brands and their mobile operators. The study also shows that
consumers have clear expectations regarding the way mobile marketing campaigns
should be run: the overwhelming majority insisted that their permission is
asked before texts are sent, that the sender is clearly identified, that an
opt-out facility is provided and messages are pertinent to individual
interests. Overall, 83% of respondents stated that such solicited text
messages would be well received.

Another key finding of the research is the UAE residents’ preference for
immediate and tangible benefits out of mobile marketing campaigns; 46% favored
instant rewards or discounts and 32% showed appetite for regular updates from
preferred brands.

Finally, the research indicates that two-thirds of the adult population would
be won over by mobile marketing that respects the ‘golden rules’: successful
mobile marketing is about meeting customers’ requirements for relevant
messages and implementing strategies that put the end user in control of the
conversation. Furthermore, for those companies that are already observing
these straightforward guidelines the results speak for themselves. For
example, large mobile operators in Saudi that have started using Gemalto’s
Smart Message solution have reported a sixteen-fold increase in the number of
subscribers to the services being promoted.

Whilst the lessons learned in this survey are just as applicable to other
parts of the world, it appears that the mobile phone is particularly
well-suited to be the medium of choice for mass marketing in the UAE. As Nadia
Gonzalez, Vice President Mobile Marketing at Gemalto explains: “Given the
UAE’s diverse population and vibrant media industry, the mobile phone can
genuinely claim to be its true common denominator. With a remarkable
penetration rate of 171%*, it offers brands, chains and mobile operators the
potential to turn mobile phones into the primary direct marketing channel to
reach out to individual consumers across the country.”

*Source: UAE Telecommunications Regulatory Authority, 2013

Editor’s Note: IFOP’s survey, conducted on behalf of Gemalto, was undertaken
in July 2013 and involved seven hundred face-to-face interviews with a
representative sample of Dubai mobile phone users aged 18 and over.

Specific Date, Time and Location

Gitex, Dubai World Trade Centre, Dubai - 20^th to 24^th October

Gemalto is this year the official sponsor of the Digital Strategies conference
with a speaking slot on:

Wednesday 23rd Oct at 10:30am: Mobilize your Customer Relationship Strategy
Taking into account the specificities of the Middle Eastern market to
transform your mobile CRM into an engaging one-to-one relationship strategy
Nadia Gonzalez, Vice President Mobile Marketing at Gemalto

About Gemalto

Gemalto (Euronext NL0000400653 GTO) is the world leader in digital security
with 2012 annual revenues of €2.2 billion and more than 10,000 employees
operating out of 83 offices and 13 Research & Development centers, located in
43 countries.

We are at the heart of the rapidly evolving digital society. Billions of
people worldwide increasingly want the freedom to communicate, travel, shop,
bank, entertain and work – anytime, everywhere – in ways that are enjoyable
and safe. Gemalto delivers on their expanding needs for personal mobile
services, payment security, authenticated cloud access, identity and privacy
protection, eHealthcare and eGovernment efficiency, convenient ticketing and
dependable machine-to-machine (M2M) applications. We develop secure embedded
software and secure products which we design and personalize. Our platforms
and services manage these products, the confidential data they contain and the
trusted end-user services made possible.

Our innovations enable our clients to offer trusted and convenient digital
services to billions of individuals. Gemalto thrives with the growing number
of people using its solutions to interact with the digital and wireless world.

For more information visit,,, or follow @gemalto on Twitter.

Photos/Multimedia Gallery Available:



Gemalto Media Contacts:
Kristel Teyras, +33 6 43 81 93 61
Europe, Middle East & Africa
PR Agency The Content Factory
Kim Narrandes, Mobile: +971 (50) 150 7885
Land +971 (4) 447 2501
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