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Mobile apps become critical to corporate marketing

Flagship managing director says Gulf companies spend 5% of marketing budgets on mobile apps

Flagship managing director Shadi Hasan says that Gulf-based companies spend up to 5% of their total marketing budget on mobile apps.
Flagship managing director Shadi Hasan says that Gulf-based companies spend up to 5% of their total marketing budget on mobile apps.

Mobile apps now make up over 5% of the total marketing budgets of Gulf-based companies in consumer industries, said Shadi Hasan, managing director of Dubai-based hi-tech mobile and web applications provider Flagship Projects, at the recent Click 5.0 Digital Marketing Conference. Hasan said that the percentage is a significant achievement for such a young industry.

"The UAE has given a huge push to the popularity of mobile Apps in the Arab world and this has paid off in the past year. The penetration of these mobile applications is tremendous in the UAE," he said. "The UAE is becoming a global player in the mobile apps industry, thanks to its openness to the rest of the world economically and technologically. We get new technologies in real time, as they are launched in USA, Europe and other advanced countries. Global ICT vendors have started looking at us as a very important market. This is because of the close cooperation between government and private sectors in developing this industry in the UAE."

According to Hasan, the massive advancement in mobile apps has still not been fully exploited in the Arab region; he said that there is an urgent need to address the critical issues of intellectual property for mobile phone apps and the lack of Arabic content in the region.

Flagship holds a 30% market share for professional mobile applications in the UAE market, according to Hasan, and hopes to increase this share further in the coming years.