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Digital leaders in the UAE 2018

This study assesses 50 UAE companies’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media. On this webpage you can easily access the study highlights: company rankings and details, summary by digital dimensions, and related insights.

Industry reports

Find detailed study findings by industry below - how they perform by digital dimension and it also shows the digital leading companies by industry. Just click on the specific industry bar below to learn more.

Grade scale: 0 (adequate), 1 (satisfactory), 2 (good), 3 (very good), 4 (excellent), 5 (exceptional)

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64 3.2 Airline

Airline

The airline industry is the best-performing industry in the 2018 study. It outperformed industries in every dimension except e-CRM, where it was narrowly surpassed by telecom companies.

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56 2.8 Telecom

Telecom

The telecom industry ranks highest after the airline industry in every dimension except for e-CRM, where the telecom industry itself is the leader. That said, despite taking second place in digital marketing and e-commerce, telecom companies are far from being on the same level as the two airline companies.

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46 2.3 Retail

Retail

The retails companies of the UAE are following different digitalization strategies. The industry ranks third overall in our 2018 study and also ranks third in the e-commerce dimension while ranking fourth or fifth in the remaining dimensions.

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44 2.2 News

News

The news industry ranks fourth in our study. It receives high scores in some areas while lagging behind in others, especially in e-commerce and digital marketing.

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44 2.2 Banking

Banking

The banking industry ranks fifth in our study. There are two distinct groups of banks: those that have begun the digitalization process and those that have not.

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36 1.8 Logistics

Logistics

Most logistics companies have not yet started their digital transformations. While the industry ranks third in e-CRM, it ranks among the bottom three companies for the remaining dimensions.

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28 1.4 Healthcare

Healthcare

The healthcare industry ranks seventh overall in our 2018 study, though some hospital websites have been updated to reflect digital customers' new expectations. The healthcare industry is the worst industry in the mobile, digital marketing and e-CRM dimensions.

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24 1.2 Insurance

Insurance

The insurance industry has the lowest average score of all industries, as well as the lowest average score for digital product experience, e-commerce, and social media.

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Key findings

This section offers detailed information about the researched companies digital maturity by dimension, showing performance by category and the top five digital leader companies. Click on the dimension tabs below to learn more. Percentages indicate the share of companies that are utilizing the listed digital criteria as part of their digital customer experience.

Grade scale: 0 (adequate), 1 (satisfactory), 2 (good), 3 (very good), 4 (excellent), 5 (exceptional)

Digital marketing

Most UAE companies do not take advantage of the digital marketing tools the internet offers. Despite this, a few leaders have built interesting marketing strategies based on the digital needs of their customers.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Pay per click

Display ads in media

Retargeted advertising

Affiliate marketing

UAE top 5

  • 3.5

    Airline

    UAE

    B2C
  • 3.3

    Ecommerce platform

    UAE

    B2C
  • 2.9

    Major bank

    UAE

    B2C
  • 2.4

    Telco operator

    UAE

    B2C
  • 2

    Major bank

    UAE

    B2C

Digital product experience

Digital product experience is the dimension in which UAE companies have the strongest digital maturity level across all industries. Companies invest a significant amount of effort in their websites' designs and features.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Detailed product/service data

Special offers promoted on the website

Use of Google Maps

Users can add products to a wish list or favorites

Product reviews

Content sharing via social media

Product comparisons

E-commerce

There are major differences among e-commerce platforms in the UAE. Some local platforms have achieved excellent scores by combining a simple purchase process with helpful sales support, while others use their online presence only to attract customers to their stores without selling anything online directly.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Cross-selling

Display of product availability

Live chat feature as sales support

Click and collect

Fast delivery option

E-CRM

UAE companies are having a hard time transitioning from traditional CRM practices to an integrated digital CRM strategy. However, the infrastructure for this transition already exists, and it will be easy for companies to make this step forward when they are ready.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Customer feedback collection on website

FAQs

Call-back service

Real-time chat service

Mobile

While most companies are starting to offer mobile alternatives for their solutions and products, there are still companies which have yet to begin this transition. For this reason, the difference between companies and industries which have and have not started to cater to mobile users is growing.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Mobile-optimized website

iOS application

Android application

Mobile commerce

Windows Phone application

Social media

Most UAE companies nowadays use social media to reach their customer bases. However, the quality of the content and interactions between brands and their followers varies significantly from company to company and across social media platforms.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Facebook

LinkedIn

YouTube

Twitter

Google+

Instagram

Pinterest

Wechat

Snapchat

Contact us

Contact us for more information and details about this research, about BearingPoint’s digital transformation capabilities and experiences, or to benchmark your company’s digital maturity.

Our people

Feel free to contact our subject-matter experts and study authors directly. 

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