Download The Diffusion and Individuals` Adoption of

The Diffusion and Individuals’ Adoption of
Telecommunications Projects in the United
Arab Emirates
Case Study of the Diffusion of Dubai Media City, Dubai
Internet City, and Knowledge Village
Qais M. R. AlTamimi, Ph.D.
United Arab Emirates University
College of Humanities and Social Sciences
Division of Language and Communication
Program of Mass Communication
EM: [email protected]
ABSTRACTS
The U.A.E. has passed the era of importing media services. This has led the country to establish its own
telecommunications infrastructures in the 21st century.
Introduction:
An important feature of the 20th century in mass communication has been the explosion of communication technologies that enabled
individuals,
organizations, and nations to acquire information whenever and wherever they want. Severin and Tankard (1992) support such idea by saying that the mass
communications were greatly influenced by the introduction of new mass communications technologies. They contended that the advent of
new
communication technologies has provided mass communication users more control over their communication behavior/pattern. Because of this
communication pattern, there is an urgent need to revise, re-evaluate, and developed mass communication theories in order to keep pace with the changes
(Severin and Tankard, 1992). The top-down model of communication cannot and will not
work well in contemporary societies of the 21st centuries
because new communications technologies have multiple directions of communication rather than a unidirectional course. Thus, the multiplicity of
communications indicates that new communication technologies operate at different levels and directions; i.e., three or more levels/directions, whereas a
unidirectional course is seen as top-down communication pattern.
However, before the paper focuses on how new ideas are dispersed into a social system, it is necessary to turn attention to the beginning of the diffusion
process. Rogers and associates, (1979) contended that the real growth of diffusion researches began in the 1950's and the diffusion studies continued to
expand in present time.
The classical model of the diffusion of innovations was characterized as having a unidirectional communication activity ( i.e., top-down), and included
four main elements of diffusion; 1. an innovation, 2. communications channels, 3. over time, and 4. among members of a social system (qtd. in Severin &
Tankard, 1992).
As we have witnessed from the history of the diffusion of innovations, the theory has been long standing as an overarching approach when studying the
diffusion of innovations in different settings. Further, there has been a number of scholars contributed with great deal to the diffusion research at present
such as Everett Rogers. Rogers and associates have conducted hundreds of studies under the marketing of the diffusion of innovations and revised the
theory in terms of its directionality. In this context, the old theory of the diffusion of innovations was characterized as having a unidirectional
communication pattern (top-down). However, Rogers (1983; 1995) has shifted the emphasis from a unidirectional communication pattern to information
exchange among participants in a communication process. When studying the diffusion of innovations, a researcher should identify different elements of the
diffusion process. Rogers (1983; 1995) pointed out that the first step towards studying the diffusion of innovations is the innovation itself. Further, he
categorizes the characteristics of an innovation based on its effect of
the rate of adoption. As previously indicated that these characteristics include; 1)
relative advantage; 2) compatibility, 3) observability, 4) trialability, and 5) complexity. It is clearly obvious that innovations that are perceived by adopters as
having greater relative advantage(s), compatibility, trialability, observability, with less complexity over earlier innovations, will be adopted more rapidly than
other innovations. Furthermore, the process of diffusion of innovations which is concerned with the dispersion of innovations, the two-step model indicates
that the opinion leaders and their followers have similar attributes. This similarity is called homopholy; i.e., two or more individuals who interact with each
other are similar in a number of attributes such as values, beliefs, education, or social status. But, the diffusion of innovations does not ignore the fact that
there are some
differences or dissimilarities of attributes between individuals. Rogers called it heteropholy; i.e., a result of new ideas coming from people
who are different from receivers, and this creates particular problems especially in obtaining effective communication. Furthermore, the adoption of new
ideas has a significant impact on adopters; i.e., in order to adopter's decision to pass, there is a mental process.
When an innovation is introduced to an individual or to other units of
attitudes towards such innovations. Rogers
innovation. The
adoption, it is not perceived at the same rate because different adopters have different
supported such idea by classifying individuals or other decision-making units in their rates of adoption of an
adopters' categories include; 1) innovators (2.5%); these individuals adopt innovations faster than other members of their social system,
and
they also have more outside (cosmopolite) relationships with change agents etc. In UAE society, the members of the ruling families can be classified within this
category. 2) early adopters (13.5%); they are respectable localities within their communities,
and they usually have highest degree of opinion leadership within
their social system. Members of tribal leaders can be classified within this category in UAE. 3) early majority (34%); although they hold leadership positions, they
are
seen as deliberate, and they interact frequently with the members of their social system. In UAE wealthy families such as business men and women, and
merchants have the same characteristics of this nature. 4) late majority (34%); because of economic necessity or increasing
pressure exerted by members of their
social system, they are skeptical, and often adopt an innovation. In UAE, members of working class, and foreign labors seem to hold the same notion or
characteristics, and 5) laggards (16%); these are individuals who are characterized as traditional, not-open to outside (cosmopolitan)
communication channels,
and they are isolated to certain degree. (Rogers, 1983; 1995). Families, living in either mountainous areas or the dessert are observed to be skeptical of acquiring
electronic technologies.
Additionally, the consequences of the diffusion of innovations are seen as changes that occur to individuals or other units of a social
system,
and as a result of either adoption or rejection of an innovation. In this context, Rogers (1983; 1995) has listed three classifications of consequences; 1) desirable
versus undesirable consequences; depending on whether the effects of an innovation in a particular social system are seen as functional or dysfunctional, 2) direct
versus indirect consequences; this is based on the
immediacy of social changes. In other words, whether the changes to individuals or a social system occur
immediate and fast response to the adoption of an innovation or as a late result of the direct consequences of the same innovation, and 3) anticipated versus unanticipated consequences; depending on the recognition of potential adopters to social changes. (Rogers, 1983; 1995).
The communication channel (interpersonal communication, and mass media) is the second
within this element, there is a subset of such channels;
important element in the diffusion of innovations theory. However,
channels from outside the social system (cosmopolite), or from
inside the social system (localite),
(Rogers, 1983; 1995).
Additionally, studies showed that different communication channels play different roles at various levels of the diffusion process. In this context,
while mass media channels are capable
of reaching large audience, information spread very rapidly, interpersonal channels provide a two-way exchange of
information, and are seen as more effective than the mass media especially in dealing with acceptance or
rejection of an innovation. In this context, mass media
channels are very important information sources in the dissemination of information at knowledge stage, while interpersonal channels are very
important at
persuasion stage. Also, mass media channels are relatively more important than interpersonal channels for earlier adopters than for late adopters (qtd. in Severin and
Tankard, 1992)
To disseminate information of innovations, there is a tremendous need to hire change agents. The
position of change agents as having an
important role in the diffusion of innovations process, would contribute with great deal to the diffusion of innovations. These change agents are professional and
skillful individuals, influencing adoption decisions in a manner that an adopter of an innovation feels
desirable and comfortable with. Further, a change agent
must have an adequate background about the general as well as specific detail especially when it comes to explain the function, advantages vis-a-vis disadvantages
of an innovation to potential adopters. Further, a change agent usually seeks the cooperation of local opinion leaders
especially in the dissemination of new ideas
because these opinion leaders occupy respectable and authoritative positions in their social systems. Even though change agents have more education than
individuals whom they seek to influence, they sometimes hire relatively educated individuals from the same social system and train them to
explain newly introduced ideas to their laymen. The language element is also extremely
important factor in the dissemination of
new ideas. In this context, change agents are able to speak a language that potential adapters would understand easily. When a
change agent attempts to diffuse communications satellite dishes in UAE, she/he should be well trained in carrying out plans by
utilizing techniques of persuasion. For instance, since people, in Al Ain city, are more traditional than those living in Abu Dhabi, the
change agent should know not only the language, but also the dialect(s) of people whom she/he deals with.
At this stage, and after reviewing the assumptions of the diffusion of innovations, it is useful to review literature on
the applicability and utility of the same theory.
There were studies carried out under the diffusion of innovations theory, and the development and diffusion of
communications technologies such as Dubai Media
City (DMC), Dubai Internet City (DIC), and Knowledge Village (KV).
Although this study is mainly concerned with research design of the diffusion and adoption of DMC, DIC, and KV in UAE, as a
linkage between theory and research, inspired by the diffusion of the technology which in turn constitute the step-stone towards the
diffusion of information in the country, it investigates the factors involved in
the IT business growth in UAE.
As previously indicated, the mass media and interpersonal communication are the most important factors influencing the
dissemination of information. De Fleur (1988) has reviewed a number of researches about the diffusion of information during the
sixties and reached a conclusion that the 1960's was the era of significant research on the diffusion of information because of
technological innovations that
change the nature of people's means of receiving news, and he categorized the mass media as the
main sources of information. In this context, he pointed out that television became the main source for dissemination of information
followed by radio, newspapers, but word of mouth remained important to certain extent. He also noted that news of big events
spread faster than those of little importance.
At any rate, UAE has passed the era of just acquiring electronic media as sources of information.
With the same token, newspapers and magazines have
limited spaces for news coverage, entertainment and other aspects of information. While the content of such mass media can be controlled, censored by
authorities or interest groups, and can be influenced by the triangulation of the two, the projects’ services are free of such constraints. In this context,
communications materials,
coming down from communications orbiting satellites (down-link), or downloaded from the Internet directly to the facilities
and homes of potential adopters, are free of censorship. Some groups, however, are critical of free flow of media material. In this context, most of Internet
and other communications networks materials receive in UAE either foreign produced ones, and not much of locally produced communications materials.
This indicates that most of individuals, corporations and government agencies play a role of consuming foreign communications materials which may affect
the social values of the country. Khushu (1993) seems to support such idea when he indicated that such foreign communication materials might constitute a
threat to the preservation of cultural identity.
Unlike many Asian countries where communications satellite and Internet services introduced by governments, the DMC, DIC, and KV projects were
initiated by private demand rather than public one in the UAE. One of the most important factors that has an impact of the introduction and the
implementation of these telecommunications projects in UAE was the information superhighway that opened a wide
window to nations world wide, and
the Gulf War when CNN, BBC broadcasted the war news while national media kept silence. But the materials received from these cable networks reflect
western views totally. Woo-Hun (1993) seems to support this idea when he examined the flow of news via satellite. He indicated that BBC World Service
TV News, there is much concern that the content has had foreign viewpoint.
Related studies
Dubai Media (DMC)
According to Dubai Media City officials “Strategically located in Dubai at the crossroads of the Middle East, Africa
and South Asia, Dubai Media City is rapidly emerging as a global media hub.” “Launched in January 2001, Dubai Media City is a
creative community for the media industry, designed to give media businesses the ‘Freedom to Create’’. “This City within the city
aims to provide a free and flexible environment where ideas flow transparently and without barriers. Dubai Media City is a global
launch pad for media business, creative talent and
international corporations” (http://www.dubaimediacity.com/).
Officials also said “Companies within Dubai Media City enjoy the commercial benefits of a free zone status, including 100%
business ownership requiring no sponsorship and a guaranteed 50-year exemption from personal income and corporate taxes.
Comparatively lower operating costs prevalent in the region also contribute to a
Significant competitive advantage” (http://www.dubaimediacity.com/).
According to the City statistics “ Today, with over 850 companies and 5000 knowledge workers, Dubai Media City’s ever
increasing number of companies reads like a ‘Who's Who' of the media business community.” “Leading global players such as
Associated Press, Bertelsmann, CNN, CNBC, International Advertising Association, McGrawhill Platts, Sony and Reuters rub
shoulders with regionally reputed companies like Middle East Broadcasting Corporation (MBC), Saudi Research and Publishing and
Taj TV” (http://www.dubaimediacity.com/).
Dubai Internet City
According to Dubai Internet City’s
Information
officials “The mission of Dubai
Internet City is to create an infrastructure, environment and attitude that will enable
and Communications Technology (ICT) enterprises to operate locally, regionally and globally, from Dubai , with significant competitive
advantage.” “The ‘attitude’ dimension in our mission is vitally
important. It means approaching our customers and business partners with a view to solving
their problems.” "The Internet plays a strategic role in any company's ability to survive and compete, and gaining a competitive advantage
means staying on
top of Internet advances and trends.” “Hence Dubai Internet City Internet services have been designed to enable companies to compete in the Internet
Economy" (http://www.dubaimediacity.com/). They contended "Dubai Internet City (DIC) is showcasing a cross-section of its Business Partners at
GITEX
Dubai 2004, which will take place at the Dubai World Trade Centre from October 3-7. For the first time in the history of GITEX, the DIC Community Zone
will anchor the sprawling Concourse 2, between Exhibition Halls 7 and 8. Spread over an area of 1158 sq. ft, the Zone will reflect the rapid growth of the DIC
community, which has developed into a major international ICT cluster of over 650 Business Partners" (http://www.dubaiinternetcity.com/).
According to DIC sources “the DIC Community Zone will host 29 dynamic and innovative companies that offer leading-edge ICT products and services.”
“The companies - Mayfair Consulting, Altitude Software, Comguard, Mena eSolutions, HansaWorld, VESTA Group, Gemplus, Ansari.net, Tranquil
Solutions, Clicktivities, Helia, Comcave, Meta Group, Fumo Communications (Italia), Prima Java Softech, SYSTIMAX Solutions, B4ICT,
SAGEM,
Opennet, PeopleSoft, Madar Research, AMD, ASPGulf, IT People, Horizon Satellite Services, Nixu, M.E. Solutions, Naizak and ATI Technologies - represent
a new breed of international and regional players
the region” (http://www.dubaiinternetcity.com/).
that are enriching the market with cutting-edge products and services that address the changing needs of
Additionally, and according to a number of officials, “the companies
who are part of the Community Zone are a mix of global and regional players. They
come from fields as diverse as consulting, security, software development, telecom, research, smart card manufacturing and chip manufacturing among many
others”
(http://www.dubaiinternetcity.com/).
According to some officials, “Dubai Internet City provides key business, legal and technical services to help business partners run their businesses smoothly.
The services are focused on ensuring a comfortable, hassle-free experience for business partners here” (http://www.dubaiinternetcity.com/).
Additionally, “Dubai Internet City provides a Knowledge Economy Ecosystem that is designed to support the business development of Information and
Communications Technology (ICT) companies.” “It is the Middle East's biggest IT infrastructure, built inside a free trade zone, and has the largest commercial
Internet Protocol Telephony system in the world.” Furthermore, "Dubai Internet City is a strategic base for companies targeting emerging markets in a vast
region extending from the Middle East to the Indian subcontinent, and Africa to the CIS countries, covering 1.6 billion people with GDP$ 1.1 trillion"
(http://www.dubaiinternetcity.com/).
A number of officials at the City pointed out “Dubai Internet City offers business partners quick and easy incorporation services to provide
them with the legal structure required to set up their businesses.” “Whether the venture is new or existing, small or large, Dubai Internet City ensures that the
business partners first steps in establishing themselves in the community are successful” " (http://www.dubaiinternetcity.com/).
Sources identified “Incorporation is essential for clients to secure legal protection and tax exemptions, obtain credit and raise capital.” “The
incorporation procedure in Dubai Internet City is highly simplified, free of red tape and involves minimal costs” (http://www.dubaiinternetcity.com/).
Business people contended “Cutting edge technology, and the wealth of services provided at Dubai Internet City are key factors influencing
businesses to migrate or establish their presence in the knowledge hub of the region.” “Whatever the requirement, Dubai Internet City offers the flexibility,
scalability, and the technology needed to deliver solutions of tomorrow today.” “The platforms and infrastructure supporting Dubai Internet City ’s services
have been carefully engineered and implemented to provide the best quality of service at the highest levels of availability, performance, and in harmony with
customer expectations and global standards (http://www.dubaiinternetcity.com/).
Finally, and according to some officials “Dubai Internet City aims to be the technology One Stop Shop for its business partners.” “ Solutions
include: Telephony, Hosting Services, Local Area Networking, Wide Area Networking and Internet Services” (http://www.dubaiinternetcity.com/).
Dubai Knowledge Village
According to a number of Dubai Free Zone officials, "Dubai Knowledge Village is a vibrant, connected learning community that will
develop the region’s talent pool and accelerate its move to the knowledge economy.” “It is set up to position the Dubai Technology and Media Free Zone as a
centre of excellence for learning and innovation.” “This new education and training hub is also set up to complement the Free Zone’s other two clusters: the IT
hub, Dubai Internet City and the media hub,
Dubai Media City." Furthermore, “Dubai Knowledge Village provides the infrastructure for developing, sharing
and applying knowledge.” “The Village will position Dubai as a new destination for learning in the region" (http://www.kv.ae/).
Location of Dubai Knowledge Village
Literature shows that “Dubai Knowledge Village is located in the Dubai Technology and Media Free Zone.” “By operating closely with its
affiliate organizations, Dubai Internet City and Dubai Media City, Dubai Knowledge Village offers its Partners a huge opportunity to collaborate with the
business community to create a modern, vibrant learning environment.” “The benefits include: A one-stop-shop for all educational and business needs, A
business-and-education-enabling physical infrastructure” (http://www.kv.ae/).
Additionally, “high performing and adaptable technology infrastructure, eHosting facilities, A community of like-minded individuals and
businesses, An international business environment, An environment rich with networking opportunities, Access to a large pool of knowledge workers,
Straightforward laws and regulations, A prestigious education and business address, Student visas made easy, 100 % foreign ownership, and 100 % tax
free” (http://www.kv.ae/).
According to KV officials, “these services are focused on ensuring a comfortable, hassle-free experience for Dubai Knowledge Village
Business Partners.” “Dubai Knowledge Village offers modern, flexible, fully serviced office space that meets the specific needs of today's educational and
training companies.” “Furthermore, the Partners can rent office space including a basic shell of an office, false ceiling, and light fittings.” “Dubai Knowledge
Village provides its company partners with facilities such as regular maintenance of offices, building cleaning and security services” (http://www.kv.ae/).
According to the same officials, “additional services included; Real Estate Services, Technology Services, Hospitality Services, Events
Management Services, Government Operation Services, Incorporation Services, Department of Health, Safety, Security and Environment, Business Centre,
Conference Centre that includes Modern classrooms and lecture halls, Computer Labs, Conference halls and meeting rooms, and Auditorium.” “Share
facilities include Dormitory, Multimedia library, and Food court and commercial facilities.” “Dubai Knowledge Village provides companies with advanced
infrastructure and state-of-the-art technologies, including Telephony, Hosting Services, Local Area Networking, Wide Area Networking and Internet Services”
(http://www.kv.ae/).
Telephony Services
According to KV officials, "The voice infrastructure at Dubai Knowledge Village has been built on IP Telephony.” “This technology allows for data,
voice, and video to be transmitted over a single, IP-based network infrastructure.” “Combining multiple types of traffic on a single line connection reduces
cost of investment in separate networks and the complexity in managing and maintaining both networks" (http://www.kv.ae/).
Hosting Services
According to analysts “Dubai Knowledge Village hosting facility provides the environment needed to keep
Business Partner servers and applications available 24-hours-a-day, seven-days a week. Systems deployed
include: Infrastructure Systems, Security Systems, and Fire Systems” (http://www.kv.ae/).
Local Area Networking
In regards to LAN, officials at the City acknowledge “Dubai Knowledge Village provides its business partners with a high performance communication
platform for data networking.” “Local area networks are implemented using VLAN technology.” “A virtual or logical LAN is a local area network with a
definition that maps workstations on a basis other than geographic location (by department, type of user, or primary application” (http://www.kv.ae/).
Wide Area Networking
Officials at KV noted, "Dubai Knowledge Village has the infrastructure needed to deliver any connectivity solution. Our reach extends beyond the UAE
to almost every major city in the world" (http://www.kv.ae/).
Internet Services
According to the City’s officials “Dubai Knowledge Village provides its Partners with Internet services that have been designed to enable companies to
compete in the Internet economy” (http://www.kv.ae/).
Dubai KV and Companies
In terms of cooperation between the KV and other partners, officials at the City pointed out “Dubai Knowledge Village helps companies obtain different
types of residence and entry permits for their employees.” “These include: Employment / Residence Entry Permit, Transit visas (only for business purposes), Visit
visas (for business and personal purposes), and Student visas (ONLY for Academic Institutions (Universities). Furthermore, “the KV officials also help
companies reduce the hassle of obtaining the following government services/permits:
Driver’s Licenses, Vehicle registration, Telephone and Internet connections for residences, Private post boxes, Authentication of documents from the Ministry of
Foreign Affairs, and Customs duty-exemption on import of office equipment” (http://www.kv.ae/).
Additionally, officials continued to point out “the following Government Operations Services are available to Business Partners incorporated in Dubai
Knowledge Village only:1. Student Residency Package New (303030701000): Includes Entry Permit, ID card, Medical Fitness, Health Card & Residence Permit
stamping.” Further, “there are other requirements that include: Entry permit form duly filled and signed by authorized signatory, 2 Passport copies, 8 Colored
photographs, KV Training Institute course fee receipt (copy), Fee: AED 1,000 for normal processing, and Urgent processing : additional AED 150. Still other
requirements are related to students' visit visa and residency” (http://www.kv.ae/).
Additionally, and according to the City’s official website “Dubai Knowledge Village offers Business Partners quick and easy incorporation
services to provide them with the legal structure required to set up their businesses.” “Whether the venture is new or existing, small or large, Dubai Knowledge
Village ensures that a Business Partner's first steps in establishing themselves in the community are successful.” “Furthermore, Incorporation is essential for
clients to secure legal protection and tax exemptions, obtain credit and raise capital.” “The incorporation procedure in Dubai Knowledge Village is highly
simplified, free of red tape and involves minimal costs” (http://www.kv.ae/).
An official at the City acknowledged “Dubai Knowledge Village is poised to develop Dubai into one of the leading knowledge communities in the world by
creating an advanced infrastructure and environment that will foster excellence in learning, and promote innovation and entrepreneurship.” Furthermore, “The
KV Business Centre offers fully furnished and serviced, spacious business units ideal for knowledge-focused professionals looking to operate out of Dubai
without the inconvenience of bureaucratic red tape.” “The flexible leasing terms accommodate the short or long term needs of individual clients, and independent
professionals” (http://www.kv.ae/).
Finally, Dubai Knowledge Village seeks to provide the right conditions for the development of scholarships, education, training, ideas, creativity, innovation and
entrepreneurial expertise as a part pf its commitment toward modernization of the country.
References
De Fleure, M. L. (1988). Diffusion information. Society, 25, 72-81.
Khushu, O. P. (1993) "Satellite communications in Asia: An Interview," Media Asia, Vol. 20, No. 1, pp. 3-9.
Rogers, Everett M. (1983).
"Elements of Diffusion." Diffusion of Innovations. 3rd ed. New York: Free
Press/Macmillan. 1-37.
Rogers, Everett M. (1995) "Elements of Diffusion." Diffusion of Innovations. 4th ed.
New York: Free
Press/Macmillan.
Severin, Werner L, and James W. Tankard, Jr. (1992) "Diffusion of Innovations." Communication Theories:
Origins, Methods, and Uses in The Mass Media. White Plains, NY: Longman. 197-203.
Woo-Hyun, Won (1993) "The social and cultural impact of satellite broadcasting in Korea," Media Asia, Vol.
20, No. 1, pp. 15-20.
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