So, as many predicted the BlackBerry ban didn’t go ahead in the UAE – pulled at the 11th hour. A sigh of relief for many, but a bit of a disappointment for some – as I predicted earlier that it could go to act as a catalyst to make the most significant change in UAE marketing history and have a significant impact on consumer behavior.

However although the ban didn’t go through, the announcement in parallel with the launch of iPhone, has certainly see share of voice talking about iPhone in contrast to BlackBerry increase. iPhone mania that has swept the rest of the world seems to have finally touched down in the UAE.

Expect to see consumers reaching out for localised apps, and the big brands undertaking the role of educators in the technology. It feels like the gap is closing, but whilst the rest of the planet are hyped about location-based applications of mobile technology, the UAE is still yet to foster its first truly relevant and useful app, with mass success. It now won’t be until that happens that local audiences and brands will be truly engaged.