As a technology provider with a stellar record in cracking emerging markets, Logifuture are keeping close tabs on developments in the Middle East, as chief marketing officer Ben Cove explains…
We are monitoring the state of play when it comes to legislation within the UAE and we’re closely watching the potential of the market. We’re coming from the perspective of a company that has mastered emerging markets in recent times and we see it as a real potential opportunity in the years to come.
We really want to be on the map within the Middle East scene. I don’t know whether calling it a “scene” yet is the right thing to say but, certainly, the potential of the market is vast. We want to be there as a first mover in that space.
You will be among the speakers at AIBC Eurasia in Dubai later this month. What are you looking to get out of the event?
It’s multifaceted. Firstly we’re continuing to build our company’s profile globally. It’s a strategic objective of ours to ensure that our leaders are at the key events and that we are providing expertise, thought leadership and driving brand awareness and credibility around our message.
Being able to connect with people at these events, particularly in Dubai, will be of importance to us. We’re really looking forward to being there, meeting new people and catching up with familiar faces, not only from our industry but from other stakeholders who have a vested interest in the success of the region.
Logifuture has driven success in regions such as Africa and Latin America. How does this prepare you when it comes to entering other new emerging markets?
The combination of our product base, our strategic expertise in emerging markets and our strong track record in user engagement makes Logifuture tailor-made for a potential growth trajectory in regions such as the Middle East.
The key regions where we’ve had success would be Africa, but Latin America and Eastern Europe as well – areas that are “less traditional” than mature Western markets, such as the UK and central Europe. We’ve identified emerging opportunities before they boom, and that’s been a cornerstone of the success we’ve achieved in Africa, LatAm and Eastern Europe particularly.
We have products that are highly relevant for emerging markets, products that truly innovate, driving high-volume and building scale in consumer trends.
And then from a more operational standpoint, we’ve got a proven track record when it comes to 360-degree management of brands in emerging markets – that’s tech platform, operational, responsibility and marketing in a full service package. It’s all-encompassing.
All the components of Logifuture’s product and services suite – whether it’s individual products or 360-operations, lend themselves to potentially driving success in the Middle East.
Understanding is everything
At the heart of everything is providing products and brands that users want to engage with – that’s key to cracking a new market.
We are continually doing research in consumer trends in the MENA region in general. We obviously already have lots of information and deep knowledge about consumer trends on the ground. But also part of the reason for attending an event like AIBC Eurasia will be to continue to learn and continue to connect with people who have a firm finger on the pulse within that region.
Ben Cove will feature on two panels at AIBC Eurasia:
- Monday, February 24 – Turning Digital Platforms Into Sales Engines
- Tuesday, February 25 – Building A Bulletproof Affiliate Network
