“Digital disruption” was once the buzzword of the year, when long-frozen markets were suddenly seeing change and upset by small, web-based competitors that understood technology and market needs better than existing players. This lead to the dethroning of companies that were previously considered inviolable and permanent in many markets.
While that wave of disruption in the U.S. has slowed down to manageable levels and UAE companies lead their GCC peers in going digital, they must do more to engage consumers in their market, who are among the most tech-savvy in the world, and stay relevant in an age of disruption.
