Summary of Arabic Blackberry:Adapting to the language of the market Lynn-T Facts: The UAE’s mobile phone provider telco Etisalat collaborated with the creators of the Blackberry,RIM,to create the Arabic version of the e-mail smart phone. The Blackberry has brought about the buzz word”push e-mail” into the business world. In other words,each and every e-mail is delivered instantaneously and individually to handsets. The adoption of push e-mail is the first step in improving the mobility and communications between business and within business in the Middle East.Ultimately, it is hoped that this will open the door to other services and applications that will allow users to experience the advantages of an office environment no matter where they may be. There is great competition between the handset sellers to become the leading device that achieves the dominant market share in the Middle East. Some of the manufacturers provide the reseller with a valuable, ongoing income stream. Resellers need some skills, such as basic networking, networking integration, messaging, and some element of expertise in security.But some of the other manufacturers believe that push e-mail is very straightfoward and can be easily understood by the end user, so there is no need to involve resellers and make the application seem more complex than it is. They feel that this will only inhibit the adoption of the system. Although it is popular, it has not achieves the market penetration of the U. S. Or Europe yet. There are other issues,too, which have impeded the adoption of the push e-mail system. The devices are very expensive. In itself, this is not the issue,but replacement costs would be prohibitive if they were lost or stolen.The United Arab Emirates is the market in the Middle East. Banks and the hospitality and the financial sectors have been the main purchasers. Most small-to -medium-sized business are waiting for out until the price drops and the technology is fully proven. Once these two factors fall into place, the demand for the new technology will be enormous. Problems and solutions (1)P:The one thing holding the widespread adoption of the technology back is other business in the supply chain and those who are either unwilling or unable to adopt the technology. One of the main challenges is the lack of awareness in the technology itself and its benefits. S:The Sony Ericsson Middle East company said that “we have an ongoing educational program for our distributors and retailers,and that is how we update our business partners on the latest innovations and the latest technologies available in the mobile communications industry. In addition to that,we have our merchandising team which is in regular contact with the trade and helps to educate and inform the retailers on a regular basis. (2)P:Security and the fact that sensitive data could be lost or stolen by a company’s competitors. The vendors and resellers have a tough job on their hands to convince the end users that the data is safe and that it can be managed and removed from the handset remotely. S:The reseller can providing advice on how to protect data on the device through password protected applications or antivirus applications. My opinions: Everyone wants to be connected all of the time to avoid missing important information.Push e-mail makes it convenient. Information is available anytime, anywhere, and the workforce is always connected. To accelerate the adoption of the system,the reseller should raise the awareness customers have of the product to the end users. Through different ways to let end users be aware of the convenience of the push e-mail. In these measures,a strong brand promotion is essential,and one of the most effective and important step maybe that provide abundant business experience for free for some day.In this way, the end users that had adopted the system early on can then be used to explain the system to others and to highlight its virtues in the business. I think add-ons functions are becoming an important role to draw new users. The abundant of additional features and applications can keep the product fresh and up to date. Resellers need to understand how to get the device to work in the user’s corporate e-mail. When they take it out of the box, end users except it to work so resellers need to be able to facilitate that.As security and the fact that sensitive data could be lost or stolen by a company’s competitors, We can use fingerprint identification or face recognition to protect data in the handset. All of the push e-mail handsets are still premium priced at this stage of their introduction onto the Middle East. But the price will drop soon. Also the technology will be fully proven. At that time, the demand of push e-mails will be enormous.