Wireless Informatics Forum

Each time I visit Dubai I am reminded of just what a unique mobile market place it actually is. But this uniqueness isn’t driven by the availability of services or technologies, but instead by the physical make-up of the population.

The Emirate is home to over 1.5 million residents, only 17% of which are UAE nationals. The rest, attracted by the region’s commercial boom, comprise Asian communities and those from Europe and the US. Amongst these demographics, there are huge variances in salaries and living conditions; but one thing connects them all – a love of mobile phones.

The region has the highest rate of handset churn anywhere in the world. It’s not uncommon for handsets to be churned every 3-4 months or to see someone with a different handset for every occasion. Is this simply a symptom of tax-free lifestyles and high-living? Not at all…

Uniquely, this affection can be attrubuted to two opposite ends of Maslow’ s Hierachy of Needs.

For those familiar with the psychologist’s theory into personaity and motivation; communication now falls into ‘deficiency needs’ – something we feel anxious about if not meet. For such a large (+80%) ex-patriate community, the need to communicate with friends and family back home has been amplified. Mobile communications is not just a tool for organizing local social lives, it’s a link to home that sits comfortabley and reassuringly in their pockets. (In fact, local operators are successfully tapping into this desire with some truly innovative data services that allow residents to wire money ‘back-home’ through remitance services.)use

At the other end of the spectrum are the ‘growth needs’ – in particular, esteem and self-actualization. The mobile handset is a great social leveller and a means by which people build their confidence and command respect. Not everyone can buy themselves a supercar or a gold Rolex, but handsets are within their reach, they cut through social status and make the owner feel accepted and part of the norm.

When I told my taxi driver that I was in the mobile industry he excitedly showed me his handset, it put mine to shame.

“What do you have?” he asked.

I lied, I was too ashamed to reveal my trusty Nokia 6300. A need to belong and feel accepted is a powerful motivator indeed.