Open Access

Diana Bluttner

• Within the bachelor thesis a strategic analysis of the Gulf States and the digital sector was made for the full-service provider T-Systems Multimedia Solutions GmbH, to show new growth opportunities for international business outside the European market and help them deciding whether or not the market approach would be advisable. An observation of the environment of the region of the Gulf States was made. The aim was to get familiar with local market practices such as societal and cultural customs. The two identified target markets Qatar and the United Arab Emirates are examined by giving a brief overview of the two countries by political, economic and social environmental analysis. It was attempted to compare relevant information about Qatar and the United Arab Emirates internationally and with Germany. In order to be able to assess the attractiveness of the ICT market, market volumes and annual growth rates of the Middle East were outlined. Market figures of Middle Eastern countries were compared worldwide and checked against market volumes and growth rates of Western Europe, North America and Asia-Pacific to get the big picture. The competitive situation in the IT market of the Middle East was examined by presenting leading IT service providers. An assessment of the positioning, portfolio and existent strengths and weaknesses has been compared. Market impact was illus- trated in respective service portfolio segments based on analysis of Pierre Audoin Consultants. Opportunities and risks of the ICT market in the Middle East are outlined. Most important sectors and strongest solutions for T-Systems Multimedia Solutions have been identified.