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September, 2010 |
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Market Update |
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Surveys & Special Issues |
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Best Brands |
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2009
December |
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The best in Oman across 15 categories |
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Best Brands |
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2008
December |
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A more comprehensive outlook on offer this year with six new categories added |
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Also From the Apex Stable |
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Virtual Sales |
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Business Today, Aug 2009 |
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How will the current economic scenario impact companies like Infocomm, which are into e-commerce and m-commerce?
Whether it is a digital media firm like Infocomm or a manufacturer at one the industrial estates, people are going through a period of adjustment where they’re looking at their budgets and wondering where to invest their rials – online, mobile, print, radio or TV?
Indeed, as global markets ride the storm, firms in every sector are faced with some harsh decisions. Should they slash budgets or hang in there and hope that creative investment pays dividends as rivals retreat?
Looking at e- and m- commerce in particular, the tide is inevitably moving in their direction. Irrespective of the current economic situation, economies across the globe are migrating towards a digital society. Whether it is tracking exported goods across borders, ordering DVDs online or downloading ringtones people are using technology and integrating it into their daily lives. I would say this holds true for Oman as much as it does for anywhere else in the world. If you think that is not true, just think about SMS parking. I think that’s a very good example of how far things have come and of where they’re going.
Given the mobile penetration rate in Oman and the region, m-commerce is very potent. As more and more of us access the Internet via our mobiles the spread of m-commerce is inevitable whatever the economic climate.
It is more a question of the speed of the progress. And remember, the typical m-commerce transaction is less than one rial. In hard economic times if you want to treat yourself, spending a rial on a ringtone or a wallpaper for your phone is guilt-free instant feel good.
Do cost-cutting measures taken by businesses necessarily benefit e- and m-commerce companies?
As I mentioned earlier, Omani society is becoming ever more tech savvy – 42 per cent of the country’s population is 15 and under. It is these youngsters who are leading the ICT charge in the sultanate. While cost-cutting measures are affecting all businesses, I can only see the use of e- and m-commerce increasing as this generation matures and increases its spending power.
Do you see a rapid growth of e- and m-commerce in Oman in the immediate future?
The simple answer to this question is yes. Internet penetration is increasing and as all the statistics show, we most definitely have mobiles and people are using them to access the web.
What do you think the government, the TRA and the service providers should be doing to promote e-commerce and the uptake of technology?
I think the government, TRA, ITA and Knowledge Oasis Muscat are already active in promoting the uptake of technology – and this isn’t just in the business arena, but also in the home and school. Expectations of what can be achieved have to be realistic. It’s easy to criticise but I think it’s much more fruitful to look at what has actually been achieved.
Compare what’s going on today in Oman’s digital space with the scene five years ago and you’ll see a remarkable difference. Take a moment to think about that. Sometimes we’re too ready to see the glass as half empty.
How does your company’s activities fit into the overall vision of the government in building Digital Oman – where services and products can be accessed by a few mouse clicks/ finger taps sitting in the comfort of your home or office?
The services Infocomm provide are not limited to the home and office. Our technology is on the move in every sense of the world. We are moving forward and pushing the envelope in terms of mobile digital media.
For us it’s very much about having access and experiencing technology in all aspects of your life wherever you are – in the boardroom, on the beach or in the classroom, whether you’re receiving m-vouchers on your mobile or out about products via interactive ads in the malls.
So, in terms of fitting in with the government’s vision for digital Oman I’d like to think we’re leading the way in many aspects of this. Indeed, we’re rolling out some of the most innovative and creative services in the Gulf.
How quickly will companies adopt the use of the e-payment gateway (EPG) that has been set up by the ITA?
As soon as companies fully understand the power of EPG we’ll see a major migration to the service. I think the Ministry of Sports Affairs’ use of EPG for the Summer of Sports is a splendid example of a public sector organisation taking full advantage of the technology now available in Oman. I believe I’m correct in saying that last summer the ministry had more than 22,000 registrations through their EPG.
Could regulatory bodies like TRA function better as autonomous bodies rather than government entities?
These types of organisations have to start in the government before they evolve into autonomous bodies. Their setting up and launch is no easy process.
Do you think companies offering e- and m-commerce should increase public awareness through advertisements and enhanced media coverage of their products, services and activities?
The simple answer is yes. But nothing beats a focused and integrated approach. Moreover, there is nothing quite like letting people experience the technology. It then, quite simply, sells itself.
Should there be any difference in the way companies tackle their marketing strategy in a recession compared to normal times of growth?
As marketing budgets get tighter, companies will be forced to get clever with whatever marketing rials they have. I must emphasise that cutting the marketing budgets at the moment, tempting as it may appear, is not a sensible way forward. All the research shows that those who cut on marketing during economic downturns struggle in the long run and fare worse than the others when things pick up.
While nothing beats an integrated marketing campaign, I think in the recession more people will be allotting a lot more of what they have to support traditional print media campaigns with, for example, bulk and mass SMS. You’ll also see people getting more creative. A good example of this is malls, airports, multiple dwelling units and hotels using their login pages to host ads for their food outlets. They are also selling advertising space to complementary service providers. People are getting a lot cannier on how they use their marketing monies.
How will the current economic scenario impact companies like Infocomm, which are into e-commerce and m-commerce?
We’re not simply e- and m-commerce, we’re also a dynamic digital media company. From a marketing perspective, today’s media landscape is very different from that in the previous downturns. It’s more varied, competitive and focused and in my view, online and mobile ad spending is likely to be the chief beneficiary of the current economic crisis as they provide highly targeted, interactive, viral and personal one-to-one advertising.
This in turn will give marketers and brands the ability to dynamically measure the response of their ads on the fly and reposition accordingly.
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