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Critical Evaluation of E- Business Potential ofwww.abudhabi.ae.,

A Non- Profit, E-Governance Portal of

Government of Abu Dhabi
http://www.abudhabi.ae/http://www.abudhabi.ae/


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CONTENTS

1. Overview of the Evaluation..4

2. Overview of www.abudhabi.ae Critical Analysis of Media News, Reviews

and Research Works..4

3. Critical Analysis of Media News..................5

4. Critical Analysis of Reviews and Research Works.7

5. Critical Analysis ofwww.abudhabi.ae in light of Branding..7

Identity .8

Home page....9

Logo, colure , and font...10

Brand associations.11

6. Critical Analysis of www.abudhabi.ae in light of 8 Ps of Strategic Social

Marketing for your Non Profit Organization (Partnership)...11

7. Critical Analysis of www.abudhabi.ae in light of Search Marketing

Techniques12

8. Conclusion and recommendations.12

9. References.13

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Overview of the Evaluation:

In this report, I focus on assessing the capabilities and characteristics of

www.abudhabi.ae., a non profit, e-governance portal, in line with e-business potential in reaching

out and delivering the government plans and programs to citizens. I intend to study the

effectiveness of the portal in light of branding, and chose two important aspects given in the

assignment viz. one element of marketing mix (Cheffeys 8 Ps) and search marketing techniques.

Overview of www.abudhabi.ae Critical Analysis of Media News,

Reviews and Research Works

The concept of e-government may be defined in many dimensions such as

The use of information technology to free movement of information to over the physical bounds

of traditional paper and physical based systems (Wikibooks, 2009, 3 August)

The use of technology to enhance the access to and delivery of government services to benefit

citizens, business partners and employees ( Independent Encyclopedia,2008)

The above mentioned definitions portrayed the nature and purpose of the e-government,

discussing the utility of information technology to connect government with stakeholders.

Hence, it is understood that the e-government portal needs to be connected effectively with the

target respondents for which it has been created for, and delivering the services to those

respondents for which it has been created for. In this light, I will critically evaluate the

effectiveness of e-governance portal of Government of Abu Dhabi, in reaching the target

respondents, and delivering the services which it intends to do. However, my personal opinion

that this assignment would provide a unilateral view of the effectiveness as it primarily focused

on assessing the given portal, with the secondary and published information. Hence, obtaining the

first hand information from the users of the portal would provide the comprehensive view on theeffectiveness of the portal. Nevertheless, the assessment would satisfy the criteria from one

dimension, and another dimension could be done later.

Critical Analysis of Media News

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Los Angeles Times ( Los Angeles Times, 27th July,2010) explored and analyzed the

potential of e-government portal of Government of Abu Dhabi, and quoted as State of the art

portal and government wide network give citizens and businesses a way to glean information, use

services, and promote economic development. The article further explored the explanation given

by the director general, responsible for this portal, and effectiveness of the same since inception

to reach out to citizens, and businesses, it role in economic development of Abu Dhabi. Thearticle further outlined the future plans and the integration of those plans with this portal, and the

ways and means to make the plans with the use of the portal.

Gulf News (Gulfnews, 2nd ,May 2011) posted an article about the utility of the portal in

using for charity fund Zakat Fund for donating necessary funds for activities. It also applauded

the services of the portal in connecting the citizens and enabling them to use the portal for charity

works.

Esri News (Eris news, 2010, 13th May) posted an article with regard to Difference

Award given to the e-government portal of Abu Dhabi government from Esri. The award was

given due to the extensive use of GIS (Geo Spatial Data and Geographic Information System) by

the portal, which enabled the portal to connect with all stakeholders, and helped the flourishing of

businesses in the country.

Init News (Init, 2011, 5th April) from Germany applauded the portal for having created a

gateway in face book (figure1) (http://www.facebook.com/pages/Abu-Dhabi-eGovernment-

Gateway/183799834990053) a leading social network portal, to reach out to the services offered

by the portal. It also outlined that this move by the portal attracted more users to the portal never

before.

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http://www.facebook.com/pages/Abu-Dhabi-eGovernment-Gateway/183799834990053http://www.facebook.com/pages/Abu-Dhabi-eGovernment-Gateway/183799834990053http://www.facebook.com/pages/Abu-Dhabi-eGovernment-Gateway/183799834990053http://www.facebook.com/pages/Abu-Dhabi-eGovernment-Gateway/183799834990053


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Figure 1 Abu Dhabi eGovernment in facebook

The aforesaid media exposure of the portal explained and proved the effectiveness of the

portal, and reception that it receives from global media and other countries. It is a sort of acclaim

that every e-government portal in the world wants to have in its feather, and the portal of Abu

Dhabi government is well deserved to have one, for its innovative and in effective utilization of

information technology to reach out to people and businesses.

Today, most of the governments implemented e-government portals to reach out to the

citizens Singapore (e-citizen portal), China (Golden customs), USA (Payroll Information Self

service portal), Philippines (E-Governance), India, Srilanka (Intelligent Intermediaries), UK,

Oman, etc. to name a few. Each of the portals is unique in nature, focuses on reaching the citizens

in different aspects. However, the closer look at the portal of Abu Dhabi government provides acomprehensive utilization of the same to reach out citizens as well businesses. The success of any

portal could be gauged by its use and active involvement of the target respondents to utilize the

same. In that case, I could not get the holistic account of the performance of the portal of Abu

Dhabi government, barring the major exposure and appreciation about the portal in the global

media. However, to go with the say of proof of the pudding is eating, as the portal is appreciated

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and applauded by the global media for not effective. Hence, my media analysis proved the

effectiveness of the portal and its performance in reaching out to the citizens and businesses.

Critical Analysis of Reviews and Research Works

Kostopoulos (2003) prepared a detailed paper to review the e-government initiatives by

different government from Arabian Gulf viz. Kuwait, Bahrain, Saudi Arabia, Qatar, UAE and

Oman. The paper primarily focused on identifying the extensive efforts made by the governments

to capitalize the cyber technologies to reach out to the citizens. Extensive analysis on the e-

government initiatives by the aforesaid countries, the author concluded with several issues such

as change management, cadre creation, and public cyber literacy, in order to accelerate the e-

governance process to reach out and benefit the citizens never before.

Al-Sobhi (2009) presented a study with regard to identifying the role of intermediaries in

facilitating e-government diffusion in Saudi Arabia, a focused study analyzing the e-governance

initiatives by Saudi Arabia government, by using ICT technologies. The study discussed on the

factors influencing E-Government implementation issues, factors influencing adoption and usageetc. The research identified the several implementation challenges, role of intermediaries in

facilities the services, a frame work describing the role of intermediaries in e-government

implementation of Saudi Arabia etc.

The aforesaid research works could be considered as a tip of iceberg with regard to analyzing the

effectiveness and implementation e-government portals across the Arabian Gulf Countries. The

research studies extensively discussed the role of government and intermediaries in implementing

the portals to reach out and benefit the citizens and other stakeholders.

Critical Analysis ofwww.abudhabi.ae in light of Branding

Kotler ,Armstrong, Saunders, and Wong (2001) defined A brand is a name,

term, sign, symbol, design, or a combination of these which is used to identify the goods or

services of one seller or group of sellers and to differentiate them from those of the competitors.'

(p.496)

Brand elicits numerous conceptions in the minds of consumers, or the people those who

heard. Sakkthivel (2004) argued the BRAND may be also defined as acronym, B for Build, R

for Reliability, A for Attitude, N for Name and D for Desire. It means, by hearing a brand, it

should Build Reliability in the minds of consumers, a positive or negative Attitude towards the

brand, recall the Name, and creates a Desire to buy the brand.

Analyzing the e-government portal of Abu Dhabi government in the light of above

branding conception, it builds and enjoys the reliability among the target consumers viz. citizens,

and businesses, it creates a positive attitude, the name elicits positive, rave reviews and

appreciation across the global media, and definitely creates desire in the minds of target

respondents to make use of the portal for the services to which they want to use the same. There

are many conceptions such as digital branding or online branding, which is a sort of intangible

conception of branding in order to create a perception or positive positioning in the minds of

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target consumers. It is done to target, reach and influence the target consumers to buy a

product/service online which they cannot enjoy tangible purchase like what they could do in

offline marketing. It is to create believe or trust among the target consumers, to make purchase of

a product/service online. This can be done through many standards viz. corporate identity, logo,

colure, imagery and associations. Amazon.com1, one of the pioneers in online retailing, used the

online or digital branding conception, in order to create the positive perception and positioning inthe minds of consumers, through offering buy back offer, if the buyers feel dissatisfied with the

products they bought online from the company. Hence, it is sort of trust or believe the portals

intend to create among the target consumers. In those lines, e-government portal of Abu Dhabi

government enjoys the online or digital branding status, as the target respondents believe and

trust, and utilize the services of the portal and obtain the benefits out of it. Another example,

could be quoted in those lines, Nikeid.com2, a online portal of NIKE Sports, Inc. from USA,

enables the target consumers to design the custom made shoes, of the colors and logos of their

choice, and the same would be delivered to the target consumers. It creates such a sensation

among the target consumers, and attraction as they could design the best shoes with the choices of

the colors from one of the best sports footwear companies in the world. It shows believe or trust

could be developed through the consistency in offering the services, in time and to the fullest

satisfaction of target consumers. In that respect, Amazon.com and Nikeid.com enjoy the full trust

and respect from the target consumers, and we could bring e-government portal in the league of

those companies.

Identity

A detailed history of the e-government of Abu Dhabi Government is well presented in the

website. It also mentions the strategic themes and the vision of organization. Simple graphics are

used as well in this page. (figure 1)

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Figure 2 Vision and history

Home page:

The portal of Abu Dhabi government, www.abudhabi.ae enjoys the trust and attraction

among the users. However, a closer look at the design of the portal revealed that the home page

(figure2) provided all the information, which lacks the elegancy and simplicity for the users to

understand and navigate. It is designed like to throw all the information in one page for the users

to take and use. However, in terms of helping the users to reach the information directly, the

home page lacks the elegancy of branding. The web designers of the portal may focus on these

issues, and make modify in future, in order to bring out the elegancy and simplicity. Also, the

home page is simple in terms having more text information than graphics, however, there is a

graphics which is present in the page, takes more time to download, and these could be avoided in

order to ensure the faster download of graphics.

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Figure 3 Abu Dhabi E-government Home page

Logo, colure , and font

A very useful and important element in branding is the use of an idiosyncratic brand logo.

The e-government of Abu Dhabi government uses a very simple logo (figure 4) and

selective colures. It represents the electronic services and its colures represents the three

colures of the United Arab Emirates'' flag. This attracts citizens through bolstering their

allegiance.

Figure 4 Abu Dhabi eGovernment LOGO

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Brand associations:

Aaker (2008) describes brand associations as anything that is directly or indirectly linked in the

consumer's memory to a brand.' (P 161).

Service attributes and users benefits are the associations that have obvious relevancybecause it provides a reason to buy or use and therefore a basis for brand loyalty.

The e-government of Abu Dhabi government is building a strong bridge with the

website's users through many different ways vez. attractive logo, colures, design, smooth

movement from page to another, security and safety. This can be seen also from the

quality of the services and from good relationship with users through the portal survey

and contact center (phone calls, emails, internet and faxes).

Standard/ scale 1 2 3 4 5I dentity

Logo

Colures

Font

Brand ambassador

Imagery

Typest

scale 3035

Table 1 Evaluation of the portal of e-government of Abu Dhabi Government (scale: 1 weak to 5 excellent)

Critical Analysis ofwww.abudhabi.ae in light of 8 Ps of Strategic Social

Marketing for your Non Profit Organization (Partnership)

Albeit, several Ps are available to do the analysis, however, the given requirement of the

assignment is to choose one appropriate P, and critically analysis and justify the selection of the

same for analyzing the portal taken for the study. Therefore, I have selected Partnerships one of

the Ps of social marketing mix in order to critically analyze with the portal taken for the study.

Partnerships are very crucial in the successful business, needless, the same will be very vital for

non-profit organization too. There are many organizations are coordinating and working towards

achieving the goals of the portal, such as Abu Dhabi Accountability Authority, Abu Dhabi

Airports Company, Abu Dhabi Chamber of Commerce and Industry, to name a few. It is clear

from the portal all the vital organizations of the government, are closely working and

coordinating, in order to help the citizens and stakeholders to get the benefits out of the portal. It

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is good to observe that all the organizations provide the address and contact numbers for help and

support.

Hence, it is critically understand and conclude that the partnership is one of the crucial Ps

of non-profit organization, in which the portal taken for the study has been effectively managed

to connect with all the vital organizations in order to reach out to the citizens and other stake

holders. So, I chose the partnership as one of the critical Ps leading to the effective functioning of

e-government portal. It is to be noted that the governments which intend to build e-government

portal, first and foremost, ought to focus on implementing partnership factor, in order establish

the collaboration, cooperation and coordination among the different government organizations,

and integrate their operations with e-government portal, which would act as a sort of connecting

hub, across the portal. This would help the citizens and stakeholders to access, and get benefit out

of the portal, through single window system i.e. using e-government portal to use and benefit

from all the services. In this regard, www.abudhabi.ae provides all the services under one portal,

a sort of single window system, which would help the users to get benefit from.

Critical Analysis of www.abudhabi.ae in light of Search Marketing

Techniques

As per the requirement of the assignment, I have selected search marketing techniques, a

vital aspect which truly gauges the effectiveness of any successful portal. The information

seeking by the users should be available in a way; the users wish to receive it. In this regard,

www.abudhabi.aeprovides an excellent option for the users to search and collect the information.

When I checked with the portal, I am amazed at the extensive of the information could be

collected and used, with such an ease, viz. personal documents, payment of bills, job

opportunities, to name a few. Also, it focuses on attracting businesses to utilize the services of theportal in such an ease, would definitely motivate more businesses to set foot in Abu Dhabi and

enables the growth and development of the economy.

Conclusion and recommendations

In conclusion, I have covered all the requisite aspects of the assignment, critical analysis

of the portal through the eyes of media, researchers, and professional articles, rewards, in light of

branding conception, partnership and search marketing techniques. From my analysis, I am

concluding that the portal is fit and effective in functioning for it has been created for. The rave

reviews and awards from global community could be taken as a parameter in this regard. Also,

the closer look and visit to the portal, helps me understand the intricacies of non-profit portal,

such as this, and in case of branding, the portal needs to work hard to obtain the elegancy, and

however, in terms of providing information, the portal stands tall. I am preparing this report with

the given information, and analysis of the portal itself, not comparing the portals of other

governments from GCC countries or outside world. Hence, I am concluding the assignment with

a note www.abudhabi.ae, e-government portal has justified its existence in helping and enabling

the users to get benefit and that is it.

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References :

Aaker David A.( 2008 ) Strategic Market Management, John Wily and Sons ,

Inc .USA

AL-Sobhi, Faris (2009 ) The Role Of Intermediaries In Facilitating E-

Government Diffusion In Saudi Arabia. Paper presented at the European and

Mediterranean Conference on Information Systems 2010, April,Abu Dhabi,

UAE.

Batra, Rajeev, Myers,John G. and Aaker, David A. (2007)Advertising to

Management, Pretice Hall of India, New Delhi, India.

Carla Wheeler(2010, 13th July) Abu Dhabi system and Information Center

Recevies Making a Difference Award From Esri. Esri News

http://www.esri.com/news/releases/10_3qtr/info-centre.html [2011, 5th

May ]

Chaffey,Dave (2009) E-Business And E-Commerce Management, Pearson

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E-Government of Abu Dhabi of Abu Dhabi Government(2011)Abu Dhabi E-

Government

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_nfpb=true&_pageLabel=p250&lang=en [2011, 15th May ]

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