Globalization Partners International White Paper | 2014 

Website Globalization and 
E-Business United Arab Emirates 
The Website Globalization and E-Business paper 
was researched and written by: 

Martin Spethman 

Managing Partner 
Globalization Partners International 

mspethman@globalizationpartners.com 

Phone: 866-272-5874 

Nitish Singh, PhD, 

Author of “The Culturally Customized Website”, 
“Localization Strategies for Global E-Business”, 
and Assistant Professor of International Business, 
Boeing Institute of International Business, John 
Cook School of Business, Saint Louis University. 

singhn2@slu.edu 

Phone: 314-977-7604 

The Website Globalization and E-Business Series includes a series of brief reports on country-specific 
website globalization and e-business topics. The series includes: 

• 
China • 
Russia 
• 
Japan • 
Argentina 
• 
Germany • 
France 
• 
US Hispanic Market • 
United Kingdom 
• 
Brazil • 
United Arab Emirates 
• 
India 
This series of reports is meant to be a primer on e-Business as well as a collection of language, culture 
and website globalization facts by country. These reports are by no means a complete coverage of 
these topics. For more comprehensive or customized reports on country-specific Website Globalization 
and E-Business topics, please email mspethman@globalizationpartners.com. 


No material contained in this report may be reproduced in whole or in part without prior written 
permission of Globalization Partners International. The information contained in this White Paper has 
been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can 
be guaranteed. 


© Copyright 2008 - 2014 Globalization Partners International. All rights reserved. 
® All Trademarks are the property of their respective owners. 
All graphics used in this report were provided by Flickr, Google Images and other free internet 
resources for pictures. 


Globalization Partners International helps companies communicate and conduct business in any 
language and in any locale by providing an array of globalization services including: 


• 
Translation 
• 
Multilingual Desktop Publishing 
• 
Software Internationalization & Localization 
• 
Website Internationalization & Localization 
• 
Software and Website Testing 
• 
Interpretation (Telephonic, Consecutive, Simultaneous) 
• 
Globalization Consulting 
• 
SEO (Global Search Engine Marketing) 
To learn more about Globalization Partners International, please visit us at blog.globalizationpartners.com. 

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I. Market Introduction and Stats 
Stats/Source Online Activities 
Mobile Marketing 
Statistics in UAE 
and MENA 
• 45% of all MENA users 
surveyed use their mobile 
phones to access the Internet 
• 50% of users in the UAE use 
their mobile phones to access 
the Internet 
• 44% of all MENA mobile 
internet users have more than 
one smart phone 
(According to a study by Effective 
Measure and SpotOn) 
Motivations for 
Internet Use 
• Service orientation 
• Online shopping and delivery 
services save time 
• Online bill payment 
• Communication via e-mail, IM 
services 
• Social media interaction 
• Consumer product reviews 
United Arab 
Emirates and 
Web 2.0 
• 52% of UAE Internet users 
have created their own online 
content 
• Web 2.0 is currently dominated 
by young males, although 
this is expected to change as 
Web 2.0 sites become more 
established 
The UAE Online Consumer 
Fast Facts Numbers 
General Stats Purchasing Power $275.8 billion (2012 est.) 
Purchasing Power Growth Rate 3.9% (2012 est.) 
Population 9.206 million (2012, World Bank) 
Investment (gross fixed) 18% of GDP (2012, Gulf News) 
Internet Internet Population 5,859 million (IWS) 
Online Spending $3.5 billion (2013, Visa) 
Summary Sheet has been compiled from World Bank and other sources. 

LThere are seven emirates that make up the United Arab Emirates (UAE). They are: Abu Dhabi, 
Dubai, Sharjah, Ras al-Khaimah, Ajman, Umm al-Qaiwain, and Fujairah. Each of the emirates is 
named after its principal city. 
LThe state law of the UAE is Islamic Law, also known as Shari’a. (CultureGrams) 
LIslam is the official religion of the UAE, with the majority of the population being Sunni Muslim and 
approximately 20% of the population being Shi’a Muslim. (Euromonitor) 
LThe social life in the UAE is greatly influenced by tribal values. This is due to the fact that the 
Emiratis often identify themselves by tribal origins, and in smaller states, primarily associate with 
those who share their tribal affiliation. (CultureGrams) 
LAccording to the UAE Ministry of Planning, the UAE is the most wired nation in the Arab world and 
one of the top nations of the online world. (Source: Euromonitor) 
LCurrently there are 29 free trade zones in the UAE, with another nine in development. The Jebel 
Ali Free Zone in Dubai is the most prominent. In these free trade zones, foreign companies are 
permitted to establish wholly-owned branches which are exempt from the requirement to appoint a 
national agent (sponsor). (Source: dfat.gov.au) 
L84% of the online users looking to make a purchasing decision on a product gather online 
purchasing recommendations. (AME Info) 
L52% of Internet users in the UAE have created their own online content. This includes creating 
web pages, writing personal blogs, uploading photos, music or videos, and participating in online 
gaming. (AME Info) 
LUAE is top Arab state in the web-measure index which assesses the extent to which governments 
are providing e-government policies, applications and tools, and the 12th in the world. (Source: 
Customertrendlog.com) 
LDubai won the right to host Expo 2020. Dubai estimates a successful Expo 2020 bid will generate 
$23 billion between 2015 and 2021, or 24% of the city’s gross domestic product. They say total 
financing for the 6-month-long event will cost $8.4 billion. (Source: The Economic Times) 
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II. UAE Culture and the Online Consumer 
Cultural Values 
Collectivism: This value indicates how closely a 
society is knit. In collectivist cultures like the United 
Arab Emirates, the needs, values and goals of the 
family and societal unit take precedence over individual 
goals. Group consciousness and family are the major 
values that guide people’s behavior. 
Power Distance: A belief in authority and hierarchy 
(high power distance). Cultures that are high on power 
distance accept power and hierarchy in society and are 
low on egalitarianism. In such cultures, less powerful 
citizens are accepting of unequal power distribution 
in society. The United Arab Emirates is high on power 
distance. 
Uncertainty Avoidance: The importance of 
predictability, structure and order (high uncertainty 
avoidance) versus a willingness for risk-taking and an 
acceptance of ambiguity and limited structure (low 
uncertainty avoidance). People from cultures high on 
uncertainty avoidance like the United Arab Emirates 
tend to have low tolerance for uncertainty. They 
avoid ambiguous situations, view both conflict and 
competition as threatening, and value security over 
adventure and risk. 
Masculinity-Femininity: A belief in achievement and 
ambition (masculine) versus a belief in nurturing and 
caring for others (feminine). The United Arab Emirates 
shows a preference for masculinity. 
High-Low Context: High context cultures like the 
UAE have close connections among group members. 
Everyone has a similar, intrinsic knowledge base. High 
context cultures use more symbols and nonverbal 
cues to communicate with meanings embedded in the 
situational context. 
(Hofstede, Geert, “Culture’s Consequences, Comparing Values, 
Behaviors, Institutions and Organizations Across the Nations”, 
Thousand Oaks, CA: Sage Publications) 

UAE Culture and Values 

The United Arab Emirates is a traditional society full of symbols, rituals, traditional values and 
contextual elements. At a macro-level, UAE culture can be described using five cultural values based 
on the work of Hofstede (1980). Professor Geert Hofstede conducted perhaps the most comprehensive 
study of how values in the workplace are influenced by culture and is the author of several books 
including Culture’s Consequences (2nd fully revised edition), and Cultures and Organizations, Software 
of the Mind. 

Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior 
of societies and organizations that are very persistent across time. Hofstede’s research showed that 
cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity, 
High-Low Context and Uncertainty Avoidance can be used to categorize various national cultures. 
(see sidebar for definitions of these terms). 

A country’s culture is made unique by which of these five values are incorporated into daily life and 
they emphasis it puts on each. For example, the UAE rates significantly on Collectivism, Uncertainty 
Avoidance, Masculinity, Power Distance, and High Context. 

Insights into UAE Consumer Values: 
LTribal Values: Tribal values are derived primarily from Islam and the family’s heritage. They 
influence political, social and financial endeavors. (Culture Grams) 
LPrestige: It is considered important to carry items that give a person prestige and these items can 
be designated by the consumer segments. These include western items and technology gadgets. 
(AME Info) 
LFamily: Family ties, both nuclear and extended, are extremely important to UAE consumers. It is 
expected that people will share resources with their family. Although women play a central role in 
the family, it is considered unacceptable for them to live alone. (Culture Grams) 
UAE Consumer Decision Making: 
• 
Product Type: The husband is the key decision maker in the purchase of luxury items. On the other 
hand, the wife plays a decisive role when it comes to household items. (Euromonitor) 
• 
Price: UAE consumers seek out the best product price for the quality and required benefits. 
(www.dfat.gov.au) 
• 
Quality: UAE consumers look for high product quality and durability. (www.dfat.gov.au) 
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II. UAE Culture and the Online Consumer 
Demographics Definitions 
ÌSocio-demographics: The analysis of 
different social groups. The criteria used 
to segment consumers based on age, 
economics, etc. 
ÌGeographics: The geographical 
distribution of the market being analyzed. 
The criteria used to segment these 
consumers can be country, region, town, 
etc. For example, consumers can be 
segmented by residence or work place. 
(about.com) 
ÌPsychographics: The criteria used to 
segment consumers based on lifestyle, 
attitudes, personality, buying motives, 
and/or extent of product usage. (about. 
com) 
UAE Market Consumer Segments: 
Market segmentation identifies profitable consumer segments based on themes such as sociodemographics, 
geographics and psychographics. The UAE’s demographic make up can be generalized 
into the following categories: 

• 
Tweenagers: This is the consumer segment with the fastest growing spending power. They are 
aged between 10 -13 and very aware of brands. They are interested in fashion, video games, 
cartoon films and books. Moreover, they are highly influenced by their peers. 
• 
Teenagers: This consumer segment is aged between 14 - 19 and is greatly influenced by 
advertisements. Their interests are broad and include clothes, games, movies, eating out, junk food 
and sports. Sports and clothing stand out as their top focus. 
• 
Studying Age: This consumer segment is focused on individuals in either college or university, 
although there has been a rapid decrease in the number of people falling into this consumer 
segment. They are highly focused on future choices, including selecting the right school and career 
path. They are greatly influenced by the latest fashion and trends. They also enjoy spending time 
with peers, such as in a coffee shop. 

• 
Young Adults: Consumers in this segment have their first job. They prefer to have the best and 
latest gadgets, such as the newest mobile phone. They also spend a great deal of their money on 
formal business clothes and fashion accessories. 
• 
Middle-Aged Adults: This consumer segment is one of the biggest contributors to the overall 
population of the UAE. The majority of the individuals in this category are expatriates. They are 
concerned about saving and want to purchase items that are considered a good value. Many of 
their spending choices are frugal and family-oriented. Saving money is the primary goal for middle-
aged adults. 

• 
Baby Boomers: This consumer segment ranges in age from 42 – 60. They are settled in life, 
occupy key jobs and receive a good salary. Their free time is primarily focused on leisure activities. 
They are interested in utilizing their money in purchasing durables and items that put them in tune 
with current times. In addition, they often indulge themselves in buying electronic products. 
Consumer Segments of the United Arab Emirates (Euromonitor) 

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III. The Arabic Language 
Language Facts/Tips 
• 
Diacritics: These marks, placed above 
or below letters usually represent vowel 
sounds or other modifiers. 
• 
Numbers: Arabic numbers can be 
represented by either Hindi or Arabic 
numeric digits depending on the dialect 
of the target region. 
• 
Text expansion: When some languages 
such as English, are translated into 
Arabic, the text can expand up to 
25-35%. This means the text takes up 
more physical space on the page and 
the words inside the graphics, tool bars, 
tables, etc. can all expand. 
• 
Bi-Directional: Languages such 
as Arabic, Hebrew, Farsi are written 
primarily right-to-left (for strings) but 
often referred to as bi-directional text. 
Because simply that numbers are 
typically written from the left-to-right 
style. So, the resulting text, while 
primarily right-to-left oriented, contains 
some left-to-right elements necessitating 
a bi-directional reading style. 
• 
Tables: Avoid using too many nested 
fields and indents as these can reduce 
available space for text expansion after 
the translation. In addition, because 
Arabic is read right-to-left, the tables 
will need to be reversed. 
• 
Letters: Arabic letters change shape 
depending on context. Moreover, each 
letter has up to four shapes: Initial form, 
final form, medial form and isolated 
form. Letters that can be joined are 
always joined. (omniglot.com) 
The Modern Arabic dialects are considered to be a part of the Arabo-Canaanite sub-branch of West 
Semantic languages. They have over 200 million native speakers. There are six major dialect groups of 
Arabic: Egyptian Arabic, Maghrebi Arabic, Levantine Arabic, Iraqi Arabic, East Arabian Arabic and Gulf 
Arabic, which is the primary language spoken in the United Arab Emirates. (Wikipedia.org) 


The Arabic alphabet derives from the Aramaic script. It bears a resemblance to Coptic, Cyrillic, and 
Greek Script. The Arabic alphabet contains 28 letters. Moreover, letters change form depending on 
where they appear: beginning, middle, end of a sentence, or on their own. (Omniglot.com) 


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IV. Website Globalization 
Whether you are trying to launch a multilingual website in order to expand the markets for your 
products and services, or you are trying to increase your company’s global operational efficiencies by 
developing multilingual extranets and intranets, Website Globalization is a requirement to make either 
a reality. In order to enable your web presence to communicate, conduct and complete international 
e-Business, you need to translate (globalize) your website. 

Website translation is also known as “Website Globalization”. In order to truly “translate” a website 
into other languages you may need both Internationalization (I18n) and Localization (L10n) services. 

+ 
Internationalization (I18n) involves enabling the backend of a website to handle different 
languages, character sets, currencies, submit form data, site search capabilities, etc… and involves 
understanding what database and content management systems you are using to author, store and 
publish your site’s content. 

Localization (L10n) involves translating and localizing the front end of your website into different 
languages ensuring all content (text and graphics) is translated in an accurate and culturally correct 
manner. 


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V. UAE Cultural Correctness 
and Web Customization 
Cultural Customization: Key Issues 

The basis for cultural customization of websites is a theoretically sound, empirically validated 
framework built on five unique cultural values that account for similarities and differences across 
global cultures. Research indicates that attitude towards websites, the sites’ interactivity and 
usability, as well as purchase intentions of users are enhanced when sites are congruent 
with the target customers’ cultural predispositions. 

The cultural customization framework is drawn from established research and is based on five unique 
values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity, 
and Low-High Context. (See page 3 of this report.) 

The five predominant cultural values can be represented in a country-to-country comparison using the 
maps below: 

0 
50 
100 
001050 
Uncertainty Avoidance IndexMasculinity -Femininity IndexMasculinity -Femininity vs. Uncertainty AvoidanceArab World Argenna Australia Austria Brazil 
Canada Chile China Colombia Costa Rica 
Czech Republic Czech Republic Denmark East Africa Ecuador 
El Salvador Finland France Germany Greece 
Guatemala Hong Kong Hungary India Indonesia 
Iran Ireland Israel Italy Jamaica 
Japan Malaysia Me.ico .eth erlands .e. .ealand 
.or.ay .akistan .anama .eru .hilippines 
.oland .ortugal Russia Singapore South Africa 
South Korea Spain S. eden S. itzerland .ai. an 
.hailand .urkey ..S. Hispanic Market .nited Arab Emirates .nited Kingdom 
.nited States .rugua y .enezuela West Africa 
Individualism -Collecvism IndexÌUAE 
Power Distance vs. Individualism -Collecvism 


100 

50 

0 

• 
UAE 
Power Distance Index 


0 50 100 
Arab World 

Argenna 
Australia 
Austria 
Belgium 
Brazil 
Canada 

Chile 
China 
Colombia 
Colombia 
Costa Rica 

Czech Republic 
Denmark 
East Africa 
ElSalvador 
Finland France 

Germany 
Guatemala 
Hungary 
Hong Kong 
India 
Indonesia 
Ireland 
Iran Israel 
Italy 
Jamaica 
Japan 
Malaysia 
Me.ico 
.eth erlands 
.e. .ealand 
.or.ay 
.akistan 
.anama 
.eru 
.hilippines 
.oland 
.ortugal 
Russia 
Singapore 
South Africa 
South Korea 
Spain 

S. eden 
S. itzerland 
.ai. an 
.urkey 
..S. Hispanic Market 
.nited Arab Emirates 
.nited Kingdom 
.nited States .ruguay 
.enezuela 
West Africa 
Cultural Maps for UAE 

Tables and section based on the book, “The Culturally Customized Website: Customizing Web Sites for the Global Marketplace” – by Nitish Singh and Arun Pereira. Cultural maps are from 
Hofstede, Geert. Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organization Across Nations” Thousand Oaks, CA: Sage Publications) 
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V. 
UAE Cultural Correctness 
and Web Customization 
The Cultural Customization Scorecard 

Once we have identified the country’s predominant cultural values using the cultural maps, the next step in customizing a website is to evaluate it on the 
relevant cultural values. We do this in the form of the Cultural Customization Scorecard. The score card is produced by analyzing the features on the site 
that conform to the cultural values of that market. 

The cultural values of interest for the UAE are Collectivism, Masculinity, High Context, Power Distance and Uncertainty Avoidance. These are carefully 
derived based on the cultural distinctions that are meaningful to the members of a given society. (For a detailed cultural analysis of your website please 
contact mspethman@globalizationpartners.com) 

The Cultural Customization Scorecard™ - United Arab Emirates 
Values Individualism Collectivism Uncertainty 
Avoidance 
Power 
Distance 
Masculinity Low 
Context 
High 
Context 
Cultural 
Scores 
Grading Scale: 
> 90% Excellent Customization on Cultural Value 
70-89% Good Customization on Cultural Value 
< 70% Poor Customization on Cultural Value 
Cultural Customization (Examples) 
• 
Collectivism: The UAE is a collectivist culture. 
The targeted websites may be culturally 
customized by emphasizing values important 
in collectivist cultures. Research suggests 
there are several web-specific features 
that can be included in a site to make it 
more appealing. For example, a theme that 
emphasizes family. 
• 
Masculinity – Femininity: Although the UAE 
is a culture that shows a slight preference 
for masculinity, the blending of certain 
feminine values into a website is considered 
appropriate. There are numerous ways 
masculinity can be depicted, including 
achievement orientation, success, product 
durability, and a sense of adventure and fun. 
Femininity can be expressed by creating 
a website focused on softer themes with 
a softer-sell approach. 
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V. UAE Cultural Correctness 
and Web Customization 

• 
High-Low Context: The UAE is a high context 
culture. Incorporating elements such as 
harmony and aesthetics can help to customize 
your site for the UAE market. 
• 
Power Distance: Since the UAE scores 
high on the power distance value, cultural 
customization may be achieved by adding 
elements that emphasize honor and 
recognition, like displaying awards that a 
company or brand has received. 
• 
Uncertainty Avoidance: The UAE is a very 
risk-averse society. Therefore, it is important 
to reduce the consumer’s perceived risk of 
shopping online. Using graphics or images of 
products and support personnel may help 
to reduce uncertainty and increase online 
shopping confidence. 
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V. 
UAE Cultural Correctness 
and Web Customization 
Web Site Customization Considerations 

Symbols and Icons 
An ancient culture like the United Arab Emirates, utilizes a long list of symbols and icons that carry 
special cultural meaning. It is important to be aware of them to avoid any cultural blunders and 
inadvertent use of offensive symbols. 

Some examples: 

LHands: The entire hand should be used when pointing, as pointing with just one finger is 
considered rude. The use of left hand is considered rude. Shaking hands, eating and gesturing 
should be done with the right hand, though passing items with both is acceptable. (CultureGrams) 
LIt is considered bad luck to step across a doorway with the left foot first. (World Trade Press) 
LIt is considered bad luck to go back to a building (usually home) to retrieve a forgotten item. (World 
Trade Press) 
LBismillah: In Arabic, it literally means “In the Name of Allah”. This is spoken as a gesture of 
respect and acknowledgement before undertaking a number of activities including prayer, eating 
and as a general expression of sincerity. (about.com) 
LEither spitting or pretending to spit three times will keep away the Evil Eye. (World Trade Press) 
LAllah - Muhammad (Sala Allah Aleyh Wa Salam): Images of people and animals are forbidden 
by Islamic law; therefore, calligraphic art is used as an alternative form of creative expression. 
High offense is taken in the pictorial rending of any religious figure, such as Allah or Mohammed. 
Therefore, calligraphic art is used as an alternative form of creative expression. (about.com) 
Spatial Orientation: 
Spatial orientation refers to how web content is structured. According to Wendy Barber and Albert Badre, authors of “Culturability: The Merging 
of Culture and Usability” (1998), spatial orientation has a direct effect on website usability, because it affects visual perception. Manipulating the 
orientation can change the user’s comfort level. What is user-friendly for one country may be vastly different for another. 

The Arabic Language is read right to left. In addition, the usage of pictures and graphics should be carefully considered in placement, in order to ensure the 
layout be culturally sensitive and aesthetically pleasing. 

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V. UAE Cultural Correctness 
and Web Customization 
Colors 
For the United Arab Emirates certain colors carry specific meaning and symbolize 
aspects of their culture. 

• 
Green: Holiness or luck Notice how Adwea.com uses a clean, 
clear and concise layout, while using hues
• 
Blue: Immortality, a protective color 
of yellow and blue to signify stength, 

• 
Yellow: Strength, reliability, happiness prosperity and protection (presumably 
of natural resources). They have chosen
and prosperity 

pictures that are pleasing visually and have 

• 
Red: Danger or evil masculine themes. 
• 
White: Purity or mourning 
Text Length: 
When translating a document or website, it is important to take into account how the length of the text will change after translation. There are a variety of 
reasons why text expansion occurs. Equivalent phrases in a target language may have more characters or words than in English, and some cultures prefer 
using a more formal style than other cultures, avoiding abbreviations, for example. Additionally, for both documents and websites both line and page breaks 
may be different in the localized version than in the English version. Finally, the layout of the document or website itself may change depending on the 
direction of the text. For example, Arabic is a bi-directional language and is read right-to-left, which will not only switch the layout of the text, but also the 
graphics, the tool bars, the navigation bars, and the binding of the book, etc... Similarly, some languages like Chinese and Japanese can be displayed either 
in left-to-right character rows or vertical character columns, and the choice influences how document elements such as graphics, figures, tables, call outs, 
etc. are arranged in the final document or webpage. 

There can either be text expansion or contraction when a document or website is translated from English into a target language. For example, Arabic can 
expand up to 25% when translated from English. With document localization, there are several steps that can be taken to help preserve the integrity of the 
look and feel “layout” of the document. These include: 

LUsing a larger font in the original language, if it is expected the language will expand during translation. This will help to develop a better feel for the 
final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller font 
for the same reasons. 
LTables and graphics may need to be resized or changed. Some, like the Persian or Urdu layout, will require more finessing than others. 
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VI. Internet and Search Engine Marketing 
in the UAE 
The key to promoting a website internationally is to create localized content and keywords, register 
local domain names and then promote it through local search engines, affiliate marketing, online and 
offline branding and promotions. 
A search engine marketing campaign for the United Arab Emirates should be multi-dimensional for 
both short-term and long-term success. Using Pay-Per-Click campaigns on targeted UAE websites and 
search engines is one way to produce immediate results and become familiar to the UAE consumer 
segment being targeted. 
Long term search engine marketing plans should include the use of keywords in both Arabic and 
English, as these are the primary business languages in the UAE. In addition, it is important to 
remember that there are many different expatriate sub-groups in the United Arab Emirates that prefer 
to speak their national language. Therefore if attempting to target one of these groups, research 
should be done on their preferred language in order to properly target the correct search engines and 
keywords. 
The top level domain in the United Arab Emirates is .ae. 
Top Search Engines in the UAE 
.Google (93.26%) 
.Yahoo (3.05%) 
.Bing (1.85%) 
.Babylon (0.82%) 
It is recommended that firms plan on and conduct some 
form of global search engine marketing (SEM) in order 
to drive traffic to their new language sites. 
This may include global search engine optimization of 
your localized Web content, submission of pages to 
key country (locale) search engines, and a pay-per-click 
marketing campaigns through services like Google 
Adwords or Overture. 
For more information on Global SEM Services, see 
www.globalizationpartners.com/SEM 
General Rules of Arabic Domains 
ÌThe Arabic top level domain which is 
being used for Arabic domain name trial 
is 
ÌThe Arabic domain name will look like: 
ÌThe dash/hyphen ( - ) character 
is being used in Arabic domain 
name as a separator e.g 
(UAE Inc.) 
Source: statcounter.com. 
For more information about Arabic Search Engine Optimization, see Arabic SEO and Localization 

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VII. Social Media and Digital Marketing 
for The UAE 
It is recommended that firms plan on and conduct some 
form of global social media localization in order to drive 
traffic to their websites and social media profiles. 
This may include global social media localization 
of your content, social media optimization for local 
networks, and advertising campaigns through services 
like Facebook Advertising. 
For more information on Global Social Media Services, 
see www.globalizationpartners.com/SocialMedia 
With the growth of global communications and marketing you need to adapt your social media 
communication to different cultural audiences and locales. 

Since social media is influencing all online communications, it is no longer enough just to localize 
your content. In today’s dynamic, social networking charged environment, you need to adapt your 
communication to match your target audience in UAE to make sure that your message and intent is 
successfully communicated. 

Key Insights from the Digital Landscape for the UAE: 

LThe number of Facebook users in the UAE went up from 3,397,760 on 1 Dec 2012 to 3,593,704 on 
31 May 2013. This represents an increase of 5.8% over the 6 month period, or an average monthly 
increment of 0.9%. (Source: Stats.ae) 
LThe UAE has the highest penetration rate in the Arab region, with more than 45% of the population 
having Facebook accounts. (Source: dsg.ae) 
LUAE is considered one of the most active blogging communities around the world. 
Top Social Media Networks in The UAE 
• 
Facebook (77.76%) 
• 
Twitter (14.18%) 
• 
YouTube (3.08%) 
• 
Pinterest (1.79%) 
Source: statcounter.com. 


References available upon request. 

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Resources 


Search Engines 
ßSearch Engine Colossus ßUnited Arab Emirates Internet Pages ßYamli 
www.searchenginecolossus.com/UAE.html www.uae-pages.com www.yamli.com/ar/ 
ßArabbay - UAE ßEiktub 
www.arabbay.com/Arab_Countries/UAE/ eiktub.com 

Useful Links 
ßOfficial Portal of Dubai Government 
www.dubai.ae 

ßTejari 
www.tejari.com 

ßDubai Financial Market 
www.dfm.ae 

ßUAE Pages 
www.uae-pages.com 

ßIndex UAE 
www.indexuae.com 

ßDubai City Guide 
www.dubaicityguide.com 

ß4 Arabs 
www.4arabs.com/links/Countries/UAE 

ßArabo 
www.arabo.com 

ßDubai Directory 
www.dubai.vc 

ßEyoon 
www.eyoon.com 

ßGoogle: Arabic 
www.google.ae/ 

ßODP: UAE 
www.dmoz.org/Regional/Middle_East/ 
United_Arab_Emirates 

ßThe Emirates Network 
www.theemiratesnetwork.com/dir 

ßUAE Links 
www.uaelinks.com 

ßFares.net 
www.fares.net 

ßAl-Bab 
www.al-bab.com 

ßAbout Dubai 
www.aboutdubai.org 

ßUmmahNet 
www.ummahnet.com 

ßDubai Media City 
http://www.dubaimediacity.com 

ßGo Dubai 
http://www.godubai.com 

ßDubai Virtual Guide 
http://www.dubaivirtualguide.com 

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