KOM's Brave New Media Talking Points

We thought you might be interested in a peek preview of some the issues that will raised at tonight's (4 May) Digital Nation Seminar:

1. Old Media is all about “push” while New Media is all about “pull”.

When you talk about the future of media we should be using words like ‘push’ and ‘pull’. The established broadcast and print media is a 'push' medium. In simple terms, that means a select group of producers decide what content is to be created, create it and then print it or push it down a pipe to an audience. The Internet on the other hand is a 'pull' medium. Nothing comes to you unless you choose it. You're in charge.”

2. The assumption of the old broadcast and print media model was that audiences were passive and uncreative but with the spread of Broadband Internet that is changing.

Take blogging for example, - the practice of keeping an online diary. What the blogging phenomenon suggests is that the traffic in ideas and cultural products isn't a one-way street. People have always been articulate and well-informed, but until now few have broken into print or broadcast. Blogging and the Internet has changed all that and given people the platform they needed.

3. Keeping secrets is another interesting media change.

If one of your products doesn’t work properly then it’s going to pop up on a blog somewhere. Today’s, consumers are better informed and have the tools at their finger tips to search for information on companies and their products. That kind of coverage doesn’t generally appear in your daily paper or on the local news, does it?

4. The other explosion has been in the use of digital photography.

For example, sites like Flickr.com allow people to upload their pictures and display them on the web. The most fascinating aspect of it is that users can attach tags to their pictures and these tags can be used to search the entire database. I looked for photographs tagged with ‘Oman’ and came up with 95,402 images. Ten years ago, those images would’ve ended up in a photo album – today, they’re on the Internet and viewed by millions. This is a perfect example of new media and it has tremendous reach.

We’re witnessing a remarkable change – the creation of news is being driven bottom-up rather than top-down and it’s the power and reach of the Internet that’s doing that.

5. What’s the difference between New and Traditional Media?

I see a couple of differences between New Media (that collection of network-based, computer chip-enabled electronic communication tools) and traditional media (radio, TV, newspapers, magazines, etc.).

The first is that communication is no longer one way. Sure, we had letters to the editor and in North America you could have your own public access television show, but for the average media consumer, there was no real chance of being heard before New Media. That’s definitely new for most of us.

Secondly, the time compression is phenomenal. For example, magazine editors would spend a month doing the work it takes to put out the publication and then wait two weeks for printing and shipping before anyone could even read their work. Today, you post it online and you get an immediate reaction. Being able to be heard quickly by people who are communicating with you is what sets New Media apart from traditional print and broadcast media.

6. What’s New Media got over traditional print and broadcst media? I think truly crucial is the combination of:

(a) universal access to simple publishing tools (meaming anyone can ‘publish’ content – blogs, flickr, facebook, YouTube, etc); and

(b) powerful social bookmarking and aggregation services - meaning anyone can be be heard if they publish something of interest and value.

7. Where are the New Media trends?

The answer lies within the Internet and people’s desire for fresh entertainment! Networking and video-sharing websites are the biggest thing happening within the web. These internet phenomenons have bet set-up to target consumer groups such as students and other young adults. Networking website like Myspace and Facebook have caught people’s attention day after day. From custom options to user programmed applications, these profile sites are where the audiance gather and share interesting entertainment, the latest trends and other media.

8. Let’s put things in perspective, shall we?

The Digital Dividend Organisation notes that there are more telephones in New York City than in all of rural Asia, and as much as 80% of the world's population has never made a phone call. The net connects over 100 million computers, but that represents less than 2% of the world's population.' (Caslon Analytics) From these statistics, it is clear that most of the world is being left behind, while 2% of the population slowly gains complete technological power.

9. What is the role of New Media in advancing social goals and economic development in developing countries?

Examples in developing countries include the use of cell phones by Kenyan farmers to market crops, the Internet as a job-finding tool for slum dwellers in India, educational radio soap operas for tribal communities in Afghanistan and social networking support for goods distribution in rural China.

10. What could we be doing in Oman to leverage the power and reach of New Media?

Come along to the Grand Hyatt Hotel at 7:30pm on Monday 4 May and let's us know what you think!

Blog contents copyright © 2006 PEIE

KOM's Brave New Media

The territory once dominated by broadcast TV and print media is being swallowed up by subscription-based narrowcast digital television and the Internet says Knowledge Oasis Muscat’s (KOM) Mulkie Al Hashmi (pictured)and organizer of KOM’s quarterly Digital Nation seminar program.

The changing global media landscape will be the topic of discussion at KOM’s 4 May Digital Nation seminar scheduled to be held at the Grand Hyatt Hotel.

According to research from the European Interactive Advertising Association (EIAA), almost half of 15-24 year olds (46%) are watching less TV, preferring instead to browse the web while 22% are listening to less radio. The EIAA research also reveals the extent to which the youth is using the Internet to communicate with friends, with 58% preferring to chat to friends over the Internet. “The EIAA statistics clearly reveal a new media trend – and that’s away from established print and broadcast channels,” suggests Al Hashmi.

“When you talk about the changing media landscape we should be using words like push and pull,” says Al Hashmi. “The established media is a push medium. In simple terms, that means a select group of producers decide what content is to be created, create it and then print or push it down a pipe to an audience. The Internet on the other hand is a pull medium. Nothing comes to you unless you choose it. You're in charge.”

The assumption of the old broadcast and print media model was that audiences were passive and uncreative but with the spread of Broadband Internet that is changing. “Take blogging for example”, says Al Hashmi - the practice of keeping an online diary - “what the blogging phenomenon tells us is that the traffic in ideas and cultural products isn't a one-way street. People have always been articulate and well-informed, but until now few have broken into print or broadcast. Blogging and the Internet has changed all that and given people the platform they needed. In fact, people on YouTube are reaching larger audiences than established broadcasters like the BBC and CNN.”

Keeping secrets is another interesting change, suggests Al Hashmi. “If one of your products doesn’t work properly then it’s going to pop up on a blog somewhere. Today’s consumers, particularly the youth, are tech savvy and better informed and have the tools at their finger tips to search for information on companies and products. That kind of information doesn’t generally appear in your daily paper or on the local news, does it?”

The other interesting media development has been in the use of digital photography. For example, sites like Flickr.com allow people to upload their pictures and display them on the web. The most interesting aspect being that users can attach tags to their pictures and these tags can be used to search the entire database. “This morning, I searched for photographs tagged with ‘Oman’ and came up with 95,402 images. Ten years ago, those images would’ve ended up in a photo album – today, they’re on the Internet and viewed by millions,” observes the Digital Nation Co-ordinator.

”We’re witnessing a remarkable change – the creation of news is being driven bottom-up rather than top-down and it’s the power and reach of the Internet that’s doing that. I’m confident that the 4 May Digital Nation seminar will touch on all these issues – it should be a great evening,” concludes Al Hashmi.

Blog contents copyright © 2006 PEIE

Meet-the-Buyer Seminar Grand Success

Many of Oman’s top companies turned out on Monday to attend Origin Oman’s Meet-the-Buyer seminar held at the Grand Hyatt Hotel under the patronage of HE Eng. Ahmed Al Dheeb, Under Secretary for Commerce & Industry, Ministry of Commerce & Industry (pictured).

With panellists from Muscat Municipality; The Wave; PDO; Shell Oman Marketing; Reem Batteries; R&D; and The Nejd the event attracted over 20 ministries as well as a host of manufacturers, retailers, wholesalers and distributors.

“It was more than apparent from the panel discussion and the questions from attendees that buyers are keen to discover new local suppliers. Indeed, this type of event offers both businesses and government departments an excellent opportunity to network with domestic producers and suppliers. In my book, it was a resounding success,” says HE Eng. Al Dheeb.

Luxury candle and soap manufacturer The Nejd attended the event and took part in the panel discussion. Partner, Shatha Abbas says: “Origin Oman’s Meet-the-Buyer seminar was an invaluable tool in helping us generate new business leads. It was a great opportunity to network and meet other producers, as well as a gateway to some of the country’s leading buyers. Today’s event has been very beneficial to our business.”

“This is the first time we’ve run a Meet-the-Buyer style event and given the feedback we think it will a go a long a long way in helping local producers and buyers boost the sultanate’s economy,” says Origin Oman Marketing Director, Ibtisam Al Faruji.

The day proved to be a major success for Mohammed Al Rasbi, CEO of local IT firm R&D: “In just one day I met potential customers that would take me weeks to go and see. I’ve been to a number of Origin Oman events recently and they’re a great place to meet potential clients. And it was all free, so I couldn’t think of a better way to invest my time.”

Blog contents copyright © 2006 PEIE

Art for Manufacturing's Sake

Origin Oman’s “Portraits of Manufacturing” photographic exhibition was opened Saturday 25 April at Qurum’s City Centre by HE Eng. Ahmed Al Dheeb, Under Secretary for Commerce & Industry, Ministry of Commerce & Industry.

The exhibition which runs until 1 May includes 60 stunning images showcasing the faces of manufacturing. Taken by local photographers – Abdullah Al Shuhi and Rami Al Lawati – these images present manufacturing as it has never been seen before and give it a human face. “The clarity and power of the photographs on display is outstanding,” observes Bader Al Zadjali of the government-run Origin Oman campaign.

Origin Oman’s Marketing Director, Ibtisam Al Faruji, says: “This exhibition follows months of work by Abdullah and Rami and has ben a true labour of love on their part. It’s a unique collaboration by the two. Indeed, the result is absolutely fascinating. I’m sure the exhibition will provoke a lot of debate and I hope as many people as possible will get along to Qurum City Centre to see the pictures. Also, we hope it will educate people about the vibrancy of what’s happening in Omani manufacturing. Personally, I’d like to think that in the long-term it might encourage some people to consider careers in manufacturing,” smiles Al Faruji.

The photographic approach taken by Al Shuhi and Al Lawati is known as “Record Pictures.” This was the original 19th century, matter-of-fact photography employed by industry for functional applications – showing what something looks like as accurately as possible - rather than for aesthetic purposes.

“Why should a photograph be dressed up to look more interesting? Surely a faithful photograph, made to look as realistic as possible, allows you to see more? suggests Al Lawati, Founder and MD of ProShots.

Zuhair Al Balushi, Origin Oman Co-ordinator said: “This will be an emotional exhibition for many people who are involved in industry. It also offers those not familiar with manufacturing a real insight into this economically crucial and growing sector. Indeed, those featured in the exhibition have been captured in an amazing and respectful way.”

“Having Qurum City Centre come in to support the exhibition has been extremely important”, says Al Faruji, adding: “And it was the Mall’s management team offering us their gallery space that has enabled the Origin Oman Team to take this important photographic exhibition to the public.”

After showing in Qurum City Centre, the exhibition moves to the Department of Commerce & Economics at Sultan Qaboos University and then on to a nationwide tour of PEIE’s six industrial estates.

Blog contents copyright © 2006 PEIE

Meet-the-Buyer Says Origin Oman

The government’s Origin Oman campaign, an initiative created to promote locally-made products will organize a Meet-the-Buyer seminar at the Grand Hyatt Hotel on Monday 27 April.

“This is a unique one-day program which will give Omani businesses the chance to meet, and find out how to sell to buyers from the public sector and large firms. It will also offer local buyers the opportunity to network with manufacturers and discuss the challenges they face in sourcing locally-made goods,” says HE Eng. Ahmed Al Dheeb, Under Secretary for Commerce & Industry, Ministry of Commerce & Industry.

The seminar panel is made up of a diverse group of buyers and sellers from a variety of sectors – including PDO; Shell Oman Marketing; Lulu Hypermarkets; Muscat Municipality; The Wave; local luxury candle and soap manufacturer, the Nejd; and Reem Batteries.

Omani businesses know only too well how time consuming, frustrating and expensive selling can be even when you know you have the best of products. According to Origin Oman’s Co-ordinator, Hamida Al Balushi: “90 per cent of the battle is just getting though the door – and with some large companies and public sector organizations, it can be a daunting experience, but we hope Monday’s seminar will help attendees connect with one another and lift barriers.”

The objective says Al Balushi is simple: “Get buyers and sellers talking and identifying ways in which we can strengthen the sultanate’s supply chain. Indeed, it’s an event we on the Origin Oman team are really excited about.”

"Taking part in Meet-the-Buyer will open up new ways of working with both the public sector and large firms and give participants the confidence to build relationships and win business,” stresses Al Faruji.

Blog contents copyright © 2006 PEIE

Wrap Up Properly Says Origin Oman

In today’s more sophisticated market, packaging has become a critical factor and can often make or break a product and the company that produces it. It’s generally accepted that 70 - 80% of a consumer's purchasing decision is made at the point of sale. “In supermarkets, for example, research shows that Oman-based shoppers spend less than 10 seconds in any single product category, so decisions are made very quickly and often based on what a product looks like,” says Hamida Al Balushi, Origin Oman Co-ordinator and organizer of the campaign’s Product Design and Packaging Workshop held on Saturday 18 April at the Grand Hyatt Hotel Muscat.

The look and feel of the product, design, colour, labelling, price and the name of the product itself are all things that trigger us to stop and look at items on shelves. “Most of these triggers either are, or can be influenced by packaging,” suggests Rawan Darwish of Landor Associates and one of the workshop’s presenters. “It’s an accepted fact that most consumers rate a product simply based on its packaging. With so much at stake, having a product packaged creatively will undoubtedly increase the odds of it being bought and then re-bought. Today’s workshop explored these issues and I’m sure attendees will have left with ideas on how they can maximize their business by improving their packaging.”

According to His Highness Sayyid Faisal Al Said, CEO of the newly-launched Oman Brand Management Unit (OBMU) and supporter of the Origin Oman campaign: “attention and power of packaging is often overlooked by Omani manufacturers in the rush to get the product to market– it’s an oversight that’s costing many firms dear. The OBMU CEO goes on to say: “Ask yourself, would you buy a plain looking item or something excitingly and attractively packaged. Which do you reach for first?”

Al Balushi agrees: “Everyone knows that packaging attracts attention, provokes and communicates volumes about the product it contains and the brand. If you were buying a gift, would you choose the one with ‘Super Saver Chocs' printed on the box - even if the contents were just as good as those at twice the price? I know which one I’d pick up.”

Packaging is an important marketing strategy and one that Oman-based manufacturers shouldn’t neglect, suggests Peter Ford of De Montfort University who traveled in specifically from Britain to present at the workshop.

“Most consumers” observes Ford, “judge a product by its packaging before buying. So it’s logical to say attractive packaging is crucial in order to get the first time buyer to choose your product. Without good packaging, who would buy it in order to try it? Your first step to enter the market is crushed if the packaging is ugly.”

One of the key messages that emerged from the workshop was that if locally made products are going to appeal to domestic and international consumers then firms need to seriously re-think their approach to packaging and product design. Indeed, economic development has seen the emergence of a growing Omani middle class, which places a growing importance on matters of taste and appearance. This increasing consumer sophistication is satisfied in part by creatively packaged goods, which offer the promise of higher quality as well as status.

Given the current economic crisis and the fact that companies are slashing marketing budgets, “if you're going to get the biggest bang for your marketing Rial then everything from the company’s ads, branding and packaging must carry the same and consistent message,” argues Ford. “let’s face it, attractive and creative packaging doesn’t have to cost any more than unattractive packaging.”

Blog contents copyright © 2006 PEIE

Avaya Opens Office on KOM

Knowledge Oasis Muscat (KOM) has attracted another hi-tech tenant to its state-of-the-art facility in Rusayl. In its regional expansion bid, Avaya has opened an office on KOM that will primarily manage its business development in Oman, as well as provide support for its existing customers and partners in the Sultanate.

“Oman is a significant area for Avaya, and we are capitalizing on the changing business environment and endless opportunities present in this country. We wanted to develop our presence in Oman as well as expand the services we offer our existing and new clients. Taking up residency in KOM was an obvious choice; the management team was particularly flexible with our requests, so we got exactly what we needed,” said Roger El-Tawil, Channel and Marketing Director, Middle East, North Africa and Turkey.

The move signifies Avaya’s commitment to the Sultanate. The company has recruited local talent to run its office, and is among the few multinational technology vendors to have an operation in Oman. The office will be fully functional in the next two months. Petroleum Development Oman, Oman Mobile, Bank Muscat, Bank Dofhar, and the Muscat Municipality are among some of Avaya’s customers in Oman.

“We see tremendous adoption of Avaya’s call center technology in Oman, and have identified new opportunities. We are investing and growing our channel resources to help crack these new business opportunities and expand our regional customer base,” added El Tawil.

Mohammed Al Maskari, KOM’s Director General said; “It’s always good to welcome another new tenant onto the Park, especially an important firm like Avaya. We are about technology, innovation and incubation and they are exactly the type of enterprise that KOM is designed to attract. We hope that they will be with us for many years to come and utilise our added value services as part of KOM’s commitment to provide support, to assist in the ongoing development and success of its tenants.”

Ibtisam Al Faruji, KOM’s Marketing Director added: “I’m sure Avaya will make an important contribution to the local economy and I wish them every success in the future.”

Avaya are market leaders in Unified Communications, Contact Centres and related services. The company provides solutions directly and through its channel partners to leading businesses and organizations around the world. Enterprises of all sizes depend on Avaya for state-of-the-art communications that improve efficiency, collaboration, customer service and competitiveness.

Blog contents copyright © 2006 PEIE

Portrait of Manufacturing

A collection of 60 photographs that represent the spirit of manufacturing has been brought together for a special Origin Oman exhibition to run 25 – 30 April at Qurum’s City Centre.

Entitled Portrait of Manufacturing, the five-day exhibition will showcase the work of local photographers Rami Al Lawati and Abdullah Al Shuhi who took photographs of people working in Oman’s manufacturing sector over a period of six months.

According to Origin Oman’s Bader Al Zadjali: “More than 1,000 photographs were researched to find the chosen sixty pieces and we’re thrilled that City Centre Qurum has agreed to showcase this unique collection of images.”

Speaking ahead of the event, Ibtisam Al Faruji, Marketing Director, Public Establishment for Industrial Estates (PEIE) said: “The photographs in this exhibition give you a glimpse of the people, firms, environment, machinery and products that make up Oman’s manufacturing community, from Raysut in Salalah to Rusayl in Muscat. It’s a marvelous collection of very moving images.”

All sixty images in this exhibition were taken on PEIE industrial estates. ”Ultimately, this is a treasure trove for any one who loves photography, and clearly presents the extraordinary variety, breadth and idiosyncratic nature of Oman’s manufacturing sector,” says Al Faruji.

“Some of the prints look like fashion photography but are fine art and others look like scientific images but are documentary photographs. All these styles are used by contemporary photographers to make artistic or poetic points,” say Al Shuhi. Adding: “The work that will be presented represents an exciting variety of different attitudes and creative approaches to individual manufacturing themes and ideas. I hope visitors to the exhibition will find our work challenging and inspiring.”

Al Lawati added: “There are distinct groups of photos in this exhibition: some are experimental while others are documentary style images, made on the spot, with great detail and a sense of quietness. And some are elaborately staged like theatre specifically for the camera. They capture the true spirit of manufacturing. In fact, I fully expect the event to generate a lot of interest and discussion.”

According to Al Zadjali, the Origin Oman campaign wanted to mount a photographic exhibition that would reach the public and draw attention to manufacturing and the production of local goods. “The images provide the visitor with a cross section of subject matter in colour and monochrome, reflecting the photographers unique take on Oman’s manufacturing environment. Holding this five-day exhibition at a venue like City Centre Qurum is ideal – we get to reach people when they’re relaxed and out enjoying themselves.”

Blog contents copyright © 2006 PEIE

Serious eGames Conference Starts Monday

With KOM's annual Serious eGames Conference set to start on Monday 30 March at the Middle East College of Information Technology, if you thought video games were only for fun then you had better think again. Today, we’re seeing increased interest in serious gaming. In simple terms, that means the use of interactive video games to make learning more engaging. In response to this demand, video game developers are creating a broad repertoire of educational and training games that can be used in the health, education, tourism and culture sectors – to name just a few.

“Some of today’s more popular video games – such as SimCity, Civilization and Hidden Agenda – are already being used in schools and universities across the world. Indeed, industry research clearly suggests that the demand for serious games will only increase. One reason could be that far more adults – rather than teens or children – are playing video games today,” says Mohammed Al Maskari, KOM’s Director General.

In this sense, video games are much like movies, people don't just stop watching movies after they outgrow Disney. They just switch to different types of movies. It's the same in the gaming industry – adults still want to play games, they're just choosing different types of games.

“The video gaming industry isn’t just about the youth market – far from it,” remarks KOM’s Marketing Director, Ibtisam Al Faruji, adding: “recent IBM and Sony Computer Entertainment figures paint a very different picture, several of these statistics are particularly relevant to the use of ‘games’ for learning and development and help us overcome the perception that ‘games are just for teens, especially as the average game player is now 33 years old and has been playing games for 12 years.”
Other figures show that 38% of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population
(31%) than boys age 17 or younger (20%). Moreover, 49% of game players say they play games online one or more hours per week.

According to the Entertainment Software Association 70% of major employers utilize interactive software and games to train employees. The study data also showed that more than 75% of businesses already offering serious game-based training plan to expand their usage in the next three to five years. In brief, serious games has multiple applications that are relevant to Oman’s health, education, training, tourism, culture and civil defence sectors and it’s a market that is growing rapidly.

The PricewaterhouseCoopers’ Global Entertainment and Media Outlook: 2007 - 11 report predicts the global gaming market - measured by consumer spending on games played on all platforms, including online and wireless games - will expand at a compound annual rate of 9.1% over the next five years.

In hard cold cash, PwC estimates that the video game market will increase from US$31.6 billion in 2006 to US$48.9 billion in 2011. This makes video games the third-fastest-growing segment of the entertainment and media market after TV distribution and Internet advertising.

The takeaway is clear: Spurred by the new generation of consoles and handhelds, and by increased penetration of broadband and wireless technologies, the serious games industry both globally and domestically is ripe with opportunity. “It’s apparent that there’s a lot of unlocked commercial potential. As a result, it’s predicted that over the next 10 – 15 years serious games will become ubiquitous. "Gamers" as a separate group will no longer exist, because everyone will be a gamer, as everyone now listens to music, watches TV, surfs the Net or reads a newspaper,” says KOM’s Director General.

Blog contents copyright © 2006 PEIE

Serious Games Not Child's Play

It may sound like a contradiction in terms. But serious games are now a very grown-up business and both corporations and governments around the world are using gaming technology to get their messages heard.

From helping to train armies to increasing sales of cheeseburgers, the serious games industry has taken off as an innovative way of truly engaging and educating today’s technologically-sophisticated audience.

“Using virtual worlds, simulation and social networking platforms, games deliver real training, education and marketing benefits,” says David Wortley, Director, Serious Games Institute (SGI), Coventry University and presenter at Knowledge Oasis Muscat’s annual Serious eGames Conference – scheduled to be held 30 March at the Middle East College of Information Technology.

Wortley cites SGI research in which two groups of emergency workers were taught how to cope with a city centre explosion. One underwent traditional training, the other used simulation game Triage Trainer. “Those using Triage Trainer absorbed more information and were better equipped. I think this is because the simulation created a greater degree of realism than could ever have been possible with more conventional scenario training,” he explains.

Similarly, the fast food chain Burger King increased sales – and reinforced its brand message amongst its target audience - when it created an electronic game for sale in US restaurants.

“Games can offer companies a real competitive edge, building relationships with their consumers,” says the SGI Director.

Man has always used games to develop skills and understanding. But the serious games revolution emerged only in the last 10 years when technology previously restricted to the likes of the aviation industry became widely accessible. The dawn of Web 2.0 has taken it onto a new level entirely.
One of the first to seize the initiative was the US army, attracting new recruits, training soldiers and even educating the public through simulation game America’s Army.

“We’re now seeing games that were originally designed for entertainment being put to serious use, for example, Nintendo Wii Fit. Even the best-selling PC game series, MYST, is used in the classroom to switch pupils onto English, with fantastic results,” says Mohammed Al Maskari (pictured) and organizer of the Serious eGames Conference.

On the education front, a recent report commissioned by the games giant Electronic Arts (EA) and carried out by FutureLab surveyed almost 1,000 teachers and more than 2,300 primary and secondary school students in the UK. The survey found 59% of teachers would consider using off-the-shelf games in the classroom while 62% of students wanted to use games at school.

While we might find a “generation divide between teachers and students in respect of playing computer games. For example, the UK study found more than 70% of teachers never play games outside school while 82% of children said they played video games on a regular basis. This tells me that serious games have a role in today’s more tech savvy learning environment.”

Ibtisam Al Faruji, KOM’s Marketing Director said: “Now more than ever people are starting to wake up to the importance of video games; culturally, artistically and economically. Whether you’re in tourism, finance, education, marketing or managing historic buildings, serious games have a role to play.”

Blog contents copyright © 2006 PEIE

KOM Doubles Office Capacity

The foundation stone for the new multi-purpose, 30,000 square metre ICT and business development facility on Knowledge Oasis Muscat (KOM) was laid on Sunday 15 March by the Under Secretary for Commerce & Industry, Ministry of Commerce & Industry, HE Ahmed bin Hassan Al Dheeb (seated right) and HE Mohammed bin Nasser Al Rasbi, Under Secretary, Ministry of Defence(seated left).

In addition to the foundation stone laying ceremony, the two Under Secretaries signed a series of agreements related to the expansion of the Rusayl-based technology park.

Since its launch in 2003, KOM has gone from strength to strength, attracting multinationals such as Microsoft, NCR, Huawei, Motorola and Hewlett Packard to take up residency. Hi-tech SMEs from the Middle East, Asia and Europe have also opened operations on KOM. In addition to this, the Park’s business incubator program, The Knowledge Mine, continues to thrive, now home to over 15 start-ups working in areas that include e-Security, web design, precision engineering and environmental services.

Alongside the business benefits, the new KOM building is expected have a major impact on the domestic economy attracting upwards of 2,000 jobs and substantial inward investment into Oman over the next 5-10 years of its opening.

The new building will comprise of eight floors and take KOM’s existing office accommodation on from 22,000m2 to over 50,000m2. Externally, it will compliment the existing green glassed domed buildings on the park. Upper floors will have superb panoramic views over the tech park and the surrounding countryside.

The large development is the result of a partnership between KOM and the Ministry of Defence Pension Fund. As well as creating a centre for ICT excellence, the new building will also provide a base for firms working in areas such as the creative industries, education and environmental technologies.

Hilal Al Ahsani, CEO, Public Establishment for Industrial Estates (PEIE) the government organization responsible for KOM said: “The global market for environmental products and services is an area KOM is keen to explore and one that is projected to double from US$1,370 billion (1.37 trillion) per year at present to US$2,740 billion (2.74 trillion) by 2020.”

According to Al Ahsani, in countries such as Germany, environmental technology is expected to grow fourfold to 16 per cent of industrial output by 2030, with employment in this sector surpassing that in the country's big machine tool and automotive industries. “Given the growth in environment technology, the new facility we’re building will certainly be looking to attract companies working in this important sector.”

The PEIE CEO went on to add: “KOM’s new development will bring huge long-term benefits to the Omani economy by fostering closer ties between ICT, business and education, building on the spirit of innovation for which KOM is renowned. PEIE is committed to developing our knowledge economy which is why we are partnering with the Ministry of Defence Pension Fund in this state-of-the-art facility.”

Saleh Al Habsi, Director General, MoD Pension Fund said: “KOM and the new 30,000 square metre office facility is about investing in Oman’s future by providing our people and businesses with the opportunities, skills and facilities they need to prosper.”

The foundation stone laying ceremony marks the start of the building’s construction. The project’s consultants are locally-based National Engineering Office and the contractor is Al Adrak Trading and Contracting LLC. The building is fully expected to be a landmark feature and will be equipped with the latest technology in broadband information and communication.

Long-term tenant of KOM and MD of Infocomm, Karim Rahemtulla said: “This is a major investment in Oman’s future and will bring immense benefits to the sultanate’s ICT and creative industries sectors, particularly in terms of the recruitment and retention of staff, as well as being a catalyst to the economic development of Oman."

Blog contents copyright © 2006 PEIE

Major KOM Expansion

The foundation stone for the new multi-purpose, 30,000 square metre ICT and business development facility on Knowledge Oasis Muscat (KOM) will be laid 15th March by the Under Secretary for Commerce & Industry, Ministry of Commerce & Industry, HE Ahmed bin Hassan Al Dheeb.

In addition to the foundation stone laying ceremony, HE Al Dheeb will also sign an MoU with HE Mohammed bin Nasser Al Rasbi, Under Secretary, Ministry of Defense and Vice Chairman, Ministry of Defence Pension Fund with regard investing in KOM’s new facility.

Since its launch in 2003, KOM has gone from strength to strength, attracting multinationals such as Microsoft, NCR, Huawei, Motorola and Hewlett Packard to take up residency. Hi-tech SMEs from the Middle East, Asia and Europe have also opened operations on KOM. In addition to this, the Park’s business incubator program, The Knowledge Mine, continues to thrive, now home to over 15 start-ups working in areas that include e-Security, web design, precision engineering and environmental services.

According to Mohammed Al Maskari, KOM’s Director General: “The new building will comprise of eight floors and take KOM’s existing office accommodation on from 22,000m2 to over 50,000m2. Externally, it will compliment the existing green glassed domed buildings on the Rusayl-based technology park. Upper floors will have superb panoramic views over the tech park and the striking surrounding countryside.“

The large development is the result of a partnership between KOM and the Ministry of Defence Pension Fund. As well as creating a centre for ICT excellence, the new building will also provide a base for firms working in areas such as the creative industries; education; and environmental technologies.

The foundation stone laying ceremony marks the start of the building’s construction. The project’s consultants are locally-based National Engineering Office and the contractor is Al Adrak Trading and Contracting LLC. The building is fully expected to be a landmark feature and will be equipped with the latest technology in broadband information and communication. The building is due for completion by summer 2010.


Blog contents copyright © 2006 PEIE

Packaging Origin Oman

In today’s congested business world, packaging has become a critical factor; it can often make or break a product. If the packaging is right, people will buy a product without even trying it because most associate superior packaging with quality. “It’s generally accepted that 70 - 80% of a consumer's purchasing decision is made at the point of sale. In supermarkets, for example, research shows shoppers spend an average of less than 10 seconds in any single product category, so decisions are made quickly and often based on what a product looks like,” says Hamida Al Balushi, Origin Oman Co-ordinator and organizer of Origin Oman’s 18 April Product Design and Packaging Workshop scheduled to be held at the Grand Hyatt Hotel Muscat.

The look and feel of the product, design, colour, labelling, price and the name of the product itself are all things that trigger us to stop and look at items on shelves. “Most of these triggers either are, or can be influenced by packaging,” suggests Al Balushi. Indeed, potential consumers will touch, rate and even smell a product simply based on its packaging. With so much at stake, having a product packaged creatively will increase the likelihood of it being bought and re-bought if it lives up to its name.

However, according to Al Balushi, attention to packaging is a crucial step that’s often neglected in business. “Ask yourself this question, would you buy a plain looking item or something excitingly packaged that makes everyone drool?” smiles Hamida.“Everyone knows that packaging attracts attention, provokes and communicates volumes about the product it contains and the brand. Think about a box of chocolates, would you buy one with ‘Cheap Chocs' printed on the box if you were taking it as a gift - even if the contents were just as good as those at twice the price?” asks the Origin Oman Co-ordinator.

So packaging is important but many Omani companies make the same mistake - they only ever think about packaging when they launch a new product. If packaging is so important as to influence 70 - 80% of a consumer's purchasing decision then it must be continually reviewed and tested. “This is the type of message we aim to get out at the 18 April Workshop. In this regard, we’ll be bringing in key experts to lead the discussions. This will include, Peter Ford, Reader in Design Innovation at Leicester’s De Montfort University. Peter is a major player in his field, having worked on product design and packaging initiaties with companies like Adidas; British Nucleur Fuels; Black & Decker; The Post Office; and Lucas Automotive. He will be joined by Rawan Darwish, Shaun Loftman and Stuart Jeal from Landor Associates – a firm with a long-standing, top-clas international reputation for bringing innovative design solutions.”

“Packaging is an important marketing strategy and one that Oman-based manufacturers shouldn’t neglect,” says Ford, adding: “Most consumers judge a product by its packaging before buying. So it’s logical to say attractive packaging is crucial in order to get the first time buyer to choose your product. Without good packaging, who would buy it in order to try it? Your first step to enter the market is crushed if the packaging is ugly.”

Having eye-catching packaging doesn’t mean you should neglect quality either. Repeat sales depend on high quality products. “Converting first time buyers into loyal customers should be the main goal of your business and packaging is the door to it,” adds Ford

Incorporating new package design into the re-branding process isn’t something to rush into blindly, it’s important to get it right according to Landor’s Shaun Loftman (pictured): “Tinkering with packaging is often the first response company’s use to rejuvenate a tired brand. Frequently, this approach results in an early incremental increase in market share which is then quickly lost once consumers realise it's the same old product.”

“If Oman-made products are going to appeal to consumers then we need to re-think our approach to packaging and product design. Indeed, as Oman’s economy develops, consumers are increasingly turning to packaged goods, which offer convenience, quality, aesthetics and lifestyle branding. Economic development has also seen the emergence of a burgeoning Omani middle class, which places a growing importance on matters of taste and appearance. This increasing consumer sophistication is satisfied in part by creatively packaged goods, which offer the promise of higher quality as well as status,” comments Ibtisam Al Faruji, Origin Oman’s Marketing Director.

And a final word from Hamida: “I strongly believe the 18 April Origin Oman Product Design and Packaging Workshop offers an interesting and important opportunity for us to address the design and packaging challenges that face local manufacturers and retailers.”

Sidebar
You’ve 10 seconds to impress. So what makes good packaging?

Speak
If your target audience wants to feel they’re saving money then making your product look cheaper using plain packaging and a 'No Frills' message would be right - the reality is that the packaging 'origination costs' will bear little or no impact on the product price but it makes the product feel cheaper.

Design
Most consumers like to try new things and the only way to buy something that is worth their investment is through the depiction of the design or image of the packaging. Be creative in your packaging to help better impress potential consumers to buy your product.

Creative packaging help breaks the consumer’s fear of a bad purchase. It also opens the door for products to be tried at least once from first time users. Packaging is a crucial element that can’t be neglected.

Clear
If consumers only spend 10 seconds then they get a lot of information about a product by just looking at the pictures on the packaging than from reading the text. Colour can also convey a message about your product and shortcut communication with consumers. Though be aware, colour has different meanings in different cultures so it needs to be researched. Where text is used, make it easy to read and use language that connects with the target audience.

Consistent
With only 10 seconds, consumers will generally go with what they’re familiar with. However, in the absence of relevance the consumer will always fall back on price. If a consumer has seen your product in advertising they feel that they already know what it can do for them, they will be more likely to buy your product. If you're going to get the biggest bang for your marketing Rial then everything from the company’s ads, branding and packaging must carry the same and consistent message.

Practical
The best examples of this are squeezy ketchup bottles and plastic toothpaste tubes - the physical and practical packaging is as important as the aesthetics. It must add to the positive experience of using the product. At the end of the day, it has to be easy to open and easy to use.


Blog contents copyright © 2006 PEIE

Origin Oman's Product Design & Packaging Workshop

The Origin Oman Team will run a Product Design and Packaging Workshop on 18 April at the Grand Hyatt Hotel. This is a free-of-charge event and open to the general public. However, we will be limiting the number of attendees to 125. Should you wish to attend, please e-mail your name and contact co-ordinates to Hamida Al Balushi on: hamida.albalushi@peie.om

Event Summary
The Origin Oman campaign proposes to conduct two one-day product design and packaging workshops in Muscat. The proposed workshops will provide an insight into the specialist design expertise available to Oman’s manufacturing industry; the importance of product design, development and innovation to manufacturing –illustrated with examples and expert guidance; and advice on how to avoid product development failures.

Event detail and schedule:

9.00am – 9.30am: Networking + coffee

Session 1: 9:30am -10:15am
Peter Ford, Reader in Design Innovation - De Montfort (pictured) University
Approximately 50% of all new product development projects are failures. Session 1 will illustrate with examples, how to avoid the pitfalls and justify why new product development is important to Omani manufacturers. In addition, Session 1 will highlight the key drivers for a successful customer driven implementation strategy.

10:15am – 10.3am: Questions

10:30am – 10:45am: Networking + coffee

Session 2: 10:45am – 11:30am
Rawan Darwish, Shaun Loftman & Stuart Jeal - Landor Associates
Session 2 will outline the why’s, how's and wherefores of design, development and innovation in product design and packaging.

11:30am – 11:45am: Questions

11:45am – 12:00: Networking + coffee

12:00 – 12:45pm: Group Focus - Opportunity to have your say

A breakout session for small groups
What are the main barriers to product design, packaging and innovation in your sector?
What have been the most important product, packaging and design innovations within your organization/sector in the past 10 years?

Each group to present findings to the Workshop

Session 3: 12:45pm – 1:15pm
Post group findings: feedback, advice, further probing and suggestions.

1:15pm – 2:30pm: Lunch + networking


Blog contents copyright © 2006 PEIE

The Real Value of Buying Local

A one-on-one with Ibtisam Al Faruji - the woman heading up the Origin Oman, Buy Local campaign.

What’s Origin Oman all about?
Origin Oman is a think, buy and eat local business initiative spearheaded by the Public Establishment for Industrial Estates (PEIE). In simple terms, it aims to preserve and enhance the economic, human and natural vitality of Oman’s communities by promoting the importance of purchasing locally made products and services.

Origin Oman certainly isn’t a militant 'buy only Oman' program. It’s a balanced and rational campaign that’s more about educating consumers and institutional buyers as to the availability of Oman-made products and services and the internal success stories many of Oman’s businesses are enjoying in the international markets. For example, Reem Batteries power London’s iconic red double decker buses.

We want to encourage people to think, buy and eat local. Indeed, we want to make sure consumers, businesses and institutional buyers ask the right questions before spending their money in a way that will hurt Oman’s economy. We want them to look around and see if there’s a reasonably priced quality local alternative available.

Isn’t Origin Oman protectionist?
Not at all. The Origin Oman campaign is entirely about the free choices of consumers, businesses and institutional buyers. No one is being forced to buy local, and no tariffs or other burdens are being placed on non-local goods.

Some economists believe - incorrectly - that initiatives such as Origin Oman must mean putting up trade barriers or inducing consumers to buy more expensive locally-made goods and services. They also forget that economic models assume all consumers have perfect information. One way of looking at the Origin Oman campaign is that it gives consumers better information - about the availability of attractive local goods and services, and about the significant economic, social and environmental benefits of buying local.

Shouldn't we leave the market alone?
A healthy market requires, as Origin Oman insists, that consumers fully gather information about available local alternatives before they make purchasing decisions, in full awareness that every Rial spent locally will have two to four times more benefit than a Rial spent non-locally. In fact, Origin Oman-style campaigns often turn out to be the best way to develop prosperous links to the global economy.

Why the recent interest in local products?
The notion of local products is not a new principle. Most products start their life produced for local sale. The revival of interest in buying goods, food and services from closer to home is stimulated by desire for quality, originality, a concern for the environment and a will to invest in our local communities.

There has been a recent resurgence in interest in buying locally for a number of reasons. We have seen growing concern for the environment, for example, the transport required to bring products and produce to market. This is coupled with nostalgia for the kind of relationship that goes hand-in-hand with the selling of local products. Also, links to tourism have meant that people exploring new cultures take an interest in locally made products and fare, whether they are visitors from other countries or other parts of Oman.

The principle behind local products is that they should give that distinctive difference, offering the consumer a product which reflects their understanding of being locally provided. While there are differing definitions of what ‘local’ means, we should allow the consumer to make that decision. The key in much of this is the authenticity of the product and the trust generated by forming a relationship between manufacturer, grower and consumer.

When considering local products, it is important to note the effect that key trends and influences have over consumer choice. Consumers have varying levels of concern and desire about issues such as health and the environment. In terms of health, consumers increasingly seek out fresh, quality produce, in which they can invest a level of trust. The trust relationship in local foods is often reinforced by the direct selling relationship between producer and consumer. Additionally, consumers are becoming increasingly aware of a need to reduce food kilometres - the distance which goods and produce must travel to reach the market. There are also connected concerns over levels of energy use, and for this reason products which have low levels of energy use, or involving sustainable sources of energy have extra appeal to Oman-based consumers.

Are you asking people just to buy Omani?
No, that’s not what the campaign is about. Of course local manufacturers, farmers and service providers keep more money in the local economy - but less obvious is just how much difference buying locally made products, produce and services can make. Research indicates that for every RO36 local retailers bring in through sales, businesses return RO25 to the local economy through salaries and benefits, purchase of goods and services like office supplies, marketing, PR, IT, advertising and accounting, profits to local owners and charitable contributions.

Indeed, research from San Francisco found that even the smallest shift in consumer spending can have a tremendous impact on the local economy. If 10% of residential spending were redirected toward local businesses, the study found, it would give San Francisco an RO75 million economic boost and generate nearly 1,300 new jobs.

Perhaps not coincidentally, we’re beginning with the goal of convincing consumers, businesses and institutional buyers to redirect just 10% of their spending toward locally made goods, produce and services - that would have a significant economic impact. In these turbulent economic times, it can make the difference between life and death for a local firm.

I guess that once the average Oman-based consumer, business and institutional buyer realizes they already buy local to some degree, whether that’s washing powder, confectionary, car batteries, cooking oil, ceramic tiles, vegetables or building materials, they will perhaps engage in the idea a lot more.

But does the local angle really matter?
Yes, but perhaps not in immediate sales. Rather the local approach humanizes the interaction, and helps the consumer see that they may have more in common with a local company or brand than they had imagined - shared values or environmental views, for example. And that common ground can only get stronger over time. In my opinion, the overall economic, environmental and social impact of buying local is actually pretty astounding.

Blog contents copyright © 2006 PEIE

KOM Says Play Seriously

Knowledge Oasis Muscat’s (KOM) annual eGames: Serious Play Conference was officially launched yesterday with an impressive line-up of leading international experts and developers of serious games.

Supported by the Information Technology Authority (ITA); Nawras; the Middle East College for Information Technology; and Oman Economic Review the conference is scheduled to be held 30 March at the Shagri-La Barr Al Jissah Resort and Spa.

David Wortley, Director of the Serious Games Institute at Coventry University and the event’s moderator said: “KOM’s annual Serious Games Conference illustrates clearly the Omani government’s interest in serious games appications and their importance to tourism, heritage and culture, marketing, nation branding and education.”

According to Mohammed Al Maskari, KOM’s Director General, the term Serious Games is no longer a technical term but part of everyday language. We see serious games being built for healthcare applications, designed to help people learn about managing money, preparing emergency services to deal with natural disasters, training air force pilots, guiding geologists on digging oil wells, as well as promoting tourism resorts and promoting national cultural assets.

“Serious gaming can potentially revolutionise the way in which Oman attracts tourists, promotes and protects its cultural assets, attracts inward investment, teaches school and college students and brands the nation. This conference is the Gulf region’s leading event in serious gaming and it’s being held in Muscat, isn’t that marvellous?” smiles KOM’s Director General.

Meanwhile, Tufool Al Dhahab of ITA and an anchor supporter of the conference endorses serious games in education, by saying: “Serious games represents the next evolutionary step in the field of technology-enabled learning, bringing new levels of engagement, motivation and context to the learning process. ITA is delighted about being involved in the Serious Games Conference and given the line-up of highly-experienced international speakers I fully expect this year’s event to be a tremendous success.”

“As a global leader in creative serious gaming technology, The Serious Games Institute is very excited about its role in this year’s conference,” says Wortley. “We’ve a long-standing relationship with KOM and we’re looking to bring the Institute’s know how and global connections to Oman. This is an international event delivered exclusively by serious games experts who are tourism, heritage, culture, education and branding experts. In particular, the conference offers Oman’s government, business community and education sector a really exciting opportunity to learn more about serious games and understand how it can help promote the sultanate’s rich heritage and tourism offer as well as take education and training to a higher level.”


Blog contents copyright © 2006 PEIE

Origin Oman & Davis Cup Challenge

Consumer confidence may be at an all-time low and global markets in turmoil, but it seems there is a group of sportsmen that can inspire confidence: Oman’s Davis Cup Tennis Team. Given the squad’s potential and upbeat approach, the Origin Oman Buy Local Campaign felt the time was right to link up with the team, and confirmed today that it will be the headline sponsor at this weekend’s Oman – Pakistan, Davis Cup Asia Oceania Group II tennis tie.

Held at Bausher’s Sultan Qaboos Sports Complex the Davis Cup tie begins at 3:00pm on Friday with the men’s singles. The doubles will be played on Saturday and further matches will be played on Sunday afternoon.

“The Davis Cup is a prestigious and important international tennis tournament. I’m very proud to be representing the sultanate and we’re confident of bringing home a victory. We know the opposition is on good form but we’re very well prepared both mentally and physically. We’re also really buoyed up about playing in front of a home crowd,” says Khalid Al Nabhani, Oman Davis Cup team member.

The Philippines are the top seed in Group II, followed by New Zealand, Kuwait and Pakistan, while Oman, Indonesia, Hong Kong and Malaysia are all unseeded. Last season saw Oman make an excellent impression in the tournament and despite losing to New Zealand at home they later went on to beat Pacific Oceania.

This weekend, Pakistan will be pinning its hopes on Aisam-ul-Haq – the country’s most accomplished international tennis player. A grass court specialist, Aisam led Pakistan to the World Group play-offs in 2005 but since then the national Davis Cup team has struggled to regain its place in Group I. Together with Aqeel Khan - the reigning Pakistani number one - they form a formidable tennis partnership and will test the Omani squad of Khalid Al Nabhani, Mohammed Al Nabhani, Sulaiman Al Rawahi and captain Siddiq Al Hashmi

“The Davis Cup is the biggest and most prestigious team competition in men’s tennis and sees around 130 nations battle it out for top honours. We decided to get behind Khalid, Mohammed, Sulaiman and Siddiq and help them prepare for this weekend’s all important tie. The Origin Oman campaign is all about raising the profile of local goods, services and fare – and we think there’s no better way of doing that than backing Oman’s Davis Cup Team. It’s all about supporting local talent, right?” says Ibtisam Al Faruji, Origin Oman’s Marketing Director.

Al Faruji went on to add that Origin Oman’s sponsorship of this weekend’s Davis Cup tie will hopefully encourage more young people to take up the game and to help them “make an impression on the world stage.”

“Omani Tennis is at a breakthrough stage in its development and it’s a very exciting time for Origin Oman to be involved in the sport,” said Nasser Al Rahbi, Origin Oman’s Media Co-ordinator.

A win at the weekend for Oman would see the sultanate move on to play the winner of the Philippines - Hong Kong tie, scheduled to be held July 10 - 12. In the other half of the draw, Kuwait faces Indonesia while New Zealand plays Malaysia.

Blog contents copyright © 2006 PEIE

Origin Oman Goes Poolside

Origin Oman, the government-run buy local campaign was a premier supporter of the recent British School Muscat (BSM) Swim Meet. According to David Rogers, BSM’s Head Swim Coach, the meet attracted over 175 entries from swimmers across Muscat as well as members of the Oman National Youth Development Swim Team.

Coach Rogers went on to say: “This was a major accomplishment for us, the squad has been training very hard and Thursday saw us come up against some very stiff competition and the team produced a number of outstanding performances. We were particularly thrilled to welcome the Oman National Youth Development Swim Team who added real value to this important swim meet. We also welcomed Origin Oman’s support. I’ve attended a number of the campaign’s initiatives and I think the concept of buy local is absolutely fantastic. We were delighted to help the campaign get its message out to a diverse and truly international audience.”

“Sport embodies the performance culture values of the Origin Oman campaign. Dedication, focus and the desire to win are some of the attributes intrinsic to success in promoting local businesses,” comments Ibtisam Al Faruji, Origin Oman’s Marketing Director. Al Faruji added: “Our involvement in the recent BSM Swim Meet gave us an opportunity to demonstrate Origin Oman’s commitment to the health, safety and wellbeing of young people by encouraging involvement and participation in sport in general and swimming in particular.”

While buy local campaigns have been around for generations, the idea behind Origin Oman is to get people to think more about where their Rials are being spent and what it means to the sultanate from an economic, community and environmental angle to buy locally made goods and services. “We’re constantly looking for new opportunities to introduce consumers, businesses and government agencies to locally made goods,” said Al Faruji, “Indeed, premier local sporting events like the BSM Swim Meet provide us with an excellent outlet for brand exposure to an audience that will definitely appreciate the relevance and importance of buying local,” says the Origin Oman Marketing Director.

Spending cash in the sultanate does not only support the shop or producer selling the items, the benefits touch livelihoods much further along the line. Given the current global economic situation the Origin Oman team wants people to make more effort to support local manufacturers and producers. “If we don’t support local businesses one day they won’t be there – at the moment we’re spoilt for choice,” says Hamida Al Balushi, Origin Oman Co-ordinator.

In general, business owners see buy-local campaigns as an easy sell. According to Al Faruji: “The Omani public and here I’m referring to people of all nationalities, is highly receptive to the message, and even if many people may not initially consider whether they’re buying locally made goods and services, all it takes is a gentle reminder for them to change their spending habits. In this regard, the Origin Oman branding at the BSM Swim Meet caused quite a stir and it’s great that youngsters got to know about the campaign.”

Blog contents copyright © 2006 PEIE

Digital Divide in Schools

Knowledge Oasis Muscat (KOM) will launch its first Digital Nation seminar of 2009 on Monday 23 February at the Grand Hyatt Hotel and the topic of discussion is Technology, Education and the Youth.

“We believe a new type of digital divide is fast developing in Omani society. This is the division between the parallel worlds of learning at home and learning in the classroom,” suggests Mohammed Al Maskari, KOM’s Director General.

According to the KOM Director General, rows of students sitting in front of a whiteboard is outmoded for teaching and learning in the 21st century. Without cutting-edge technology, the classroom is out of touch with its students and is unable to adequately prepare them for their futures.

Technology is a prerequisite for teaching and learning in today's schools. In its absence, schools are failing to make the most of their most valuable resource: the experience, skills and interests of their own students. “The complex and more important challenge facing us is not putting technology into schools, it’s about bringing the golden nuggets of out-of-school learning, into the classroom. Today, the majority of young people use new media as tools to make their lives easier and strengthening their existing friendship networks. And that almost all are now involved in creative production, from uploading to editing photos to building and maintaining websites,” says Ibtisam Al Faruji, KOM’s Marketing Director.

It is vital that the Omani classroom does not ignore and alienate these sophisticated learners, but incorporates the positive aspects of individuals' private experience with technology into the more formal learning process.

Unfortunately, the current generation of decision-makers, from teachers and parents to civil servants, are all at a serious disadvantage. “We see the world from a very different perspective to the new generation, which doesn’t recall a time without the instant answers of the Internet or the immediate communication of mobile phones,” says Al Maskari. Yet, it is these decision-makers who will shape the way that technology is used in the Omani classroom. There needs to be a realization that to bridge the divide between formal and informal learning between home and school, decision-makers will have to develop strategies with the active involvement of students. “This is why we’ve put education, technology and the youth on this year’s Digital Nation agenda. It’s an incredibly important issue and one that needs to be discussed,” adds Al Maskari.

Working in collaboration with young people is the only way to find solutions that are in tune with reality. We should not miss out on the valuable resource that this generation provides us with - their experience, skills and interest. “Indeed, we must recognize the potential technology has to transform learning and to enable both the teacher and student. We need to accept the rapid change in behaviour that technology has brought, to embrace it and use it to foster and encourage a stronger and more vibrant learning environment,” remarks Al Maskari.

Blog contents copyright © 2006 PEIE

Omani Consumers Crave the Authentic

There are huge benefits for all of us in sourcing goods and services from local businesses wherever possible. By supporting one another, we increase the amount of money available for companies to purchase further local services - a really smart way of working.

But do you buy local? “Of course we buy Omani goods and services.” This is the response most us give when asked about our support of local firms. But is this the reality?

On closer inspection, we find that there’s still a lot of groundwork to be done in shifting these supportive attitudes into real and sustained action.

Let’s test this theory through a simple experiment. Are your clothes and furniture from a design house based in Milan, Paris, London or New York? Do you holiday or shop in Dubai? Or do you invest offshore? If you’ve answered yes to two or more of these questions, you may need to reassess your Origin Oman principles.

This is the challenge for Origin Oman, a government-run campaign aimed at supporting the purchase of quality, Oman-made goods and services. “We need to create an environment that fosters pride in locally produced goods and services which in turn increases demand for Oman-made goods and services," says Hilal Al Ahsani, CEO Public Establishment for Industrial Estates.

“The significance of a buy-local campaign is not only national pride and the positive, feel-good relationships it encourages, more importantly it develops a healthy, sustained economic environment that helps create jobs here in Oman,” continues Al Ahsani. The state of a country’s economy is always instrumental in directing a nation’s overall mood and attitude. “A strong economy usually plays well into sustained national pride. It’s a continuous circle which feeds positively into all aspects of our national status.”

The good news is that Omanis, both living in the sultanate and abroad, have an opportunity to make a difference. Everyone can make the choice to buy locally-produced goods and services. “After just 12 months of launching the Origin Oman campaign to local consumers, over 80% of those surveyed in December 2008 support the campaign and its related activities,” smiles Ibtisam al Faruji, Marketing Director of Origin Oman. “We need to maximise this advantage point and convert it into action while our awareness levels are so high. This blazing success is testament to the need for such a campaign and its inherent benefits to Oman and our economy,” argues the campaign’s Marketing Director.

According to Zuhair Al Zadjali, Origin Oman Campaign Co-ordinator, government is ploughing a lot of time and effort into the Origin Oman campaign to promote locally made goods and services. Over the past 12 months the campaign has launched a website (www.originoman.om), carried out print and radio advertising, recorded promotional films and organized a series of high profile initiatives.

Businesses who have already signed up to the Origin Oman campaign have urged others to follow their lead. S. Gopalan, CEO, Reem Batteries and a recent winner of His Majesty's Cup for the Best Five Factories, said: “Signing up to the campaign shows a commitment to supporting the local economy. The government has always been highly supportive of small, local businesses but through the Origin Oman campaign has recently become more hands-on, which can only be a good thing.”

Karim Rahemtulla, MD of KOM-based Infocomm said: “It's a campaign that's helping promote local businesses which are incredibly unique. In tough economic times like this, buying local goods is a sure way to get quality products, at a fair price, while knowing that you are also supporting sustainable community and environmental development that impacts all of us positively in the long-run.

Shopper and long-term Muscat resident, Kinda Helmi says: “Shoppers increasingly want to know the source of their food, how it's produced and where it comes from - in other words, the story behind their food.” Kinda went on to explain that: “Buying locally produced goods supports the entire supply chain, from the farmer through to the ad agency who designs the packaging to the guy who stacks the supermarket shelves. Local firms are the lifeblood of our economy and society and they can only gain by working together. I wish this initiative every success.”

According to Al Zadjali, consumer interest in the truly different, the obscure, the undiscovered and the authentic is on the rise. These new status symbols thrive on not being well known or easily spotted. “They don't tell a story themselves, but require their owners to recount the story,” explains Al Zadjali.

“Our research suggests that local consumers will increasingly end up purchasing the ingredients for a story, turning local brands into story suppliers instead of the currently en vogue practice of coming up with stories about brands. Suffice to say, the local aspect of these story ingredients is going to be very prominent,” predicts the Origin Oman Campaign Co-ordinator.

The Origin Oman Marketing Team is not predicting the end of globalization and their campaign will not save incompetent, uncompetitive Omani producers from innovative, global competitors. Indeed, to further downplay its importance, remember that trends rarely apply to all consumers. Origin Oman is no exception to the rule. Some consumers will not care at all about the origins of their purchases, will feel no need to sacrifice money or time for the environment, or have no interest in sharing stories with others. And when it comes to local versus global, never forget that globalization has brought consumers plenty of delights and excitement.

“What Origin Oman does provide local eager and creative marketers with,” says Al Faruji “is a fantastic source of inspiration: those consumers who are interested in something with a sense of place, the local, the storied, want local businesses to bring them innovative new goods, services and experiences that appeal to those desires.”

Blog contents copyright © 2006 PEIE