Welcome to the Middle East, the birthplace of three of
the
world's most influential religionsand a region where technological advances
are taking place. Boeing
is working here to build relationships
and expand business.
BY MAUREEN JENKINs
The Middle East is a region of strategic global interest, one whose
oil reserves fuel economies, industries and lifestyles across the globe.
It's an area rich in cultural history, yet today is rapidly evolving,
as the latest technological advances enable its businesses to keep pace
with the rest of the industrialized world. The birthplace of three of
the world's most influential religions, it also finds itself in the midst
of some of the world's most complex
geopolitical challenges.
But along with challenges come opportunities for Boeing. The Middle
East is one of the world's fastest growing commercial airplane markets,
and its countries' defense needs are rapidly expanding. Boeing is committed
not only to expanding its business footprint in this region, but also
to teaming with countries such as Saudi Arabia and the United Arab Emirates
in meeting their needs for jobs and technological development. Not only
do such partnerships help contribute to Boeing's bottom line, but because
of the Middle East's global strategic importance, its countries' success
helps ensure a more stable world.
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Moving people across the globe (BCA)
About 70 percent of Boeing Commercial
Airplanes' sales come from outside the
United Statesand the business unit considers the Middle East especially key.
Consider,
for example, the fact that Dubai International
Airportthe region's largest and a major
transportation hublast year reported 13 percent growth in passenger traffic.
The facility's ongoing multibillion dollar construction project is a testament
to its success. It's projected that by 2010, 60 million passengers are expected
to
pass through its gates. And Dubai-based Emirates' order of up to 13 777-300ERs,
announced during the Farnborough International Airshow in July, is yet another
indication of the growth
happening here.
"When you're looking at the end of a resource extraction economy," said
Teal Group analyst Richard Aboulafia of Dubai's reduced dependence on
oil income, "you look for a service economysomething that leverages
educated manpowerand then you look at your natural resources. Of course,
you've got weather, so you might attract people if you build sun and
sand places. Geography is on their side, too."
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Defense
begins at home (IDS)
Partnering with Middle Eastern countries
to stabilize their military forces is a priority for Boeing. So in addition
to the Boeing-built products it services in the Middle East, Integrated
Defense Systems is taking a proactive approach to building upon its already
strong relationships
and sales in the region.
New IDS business potential is huge, with about $6 billion in sales a
realistic possibility over the next five years, said Marcus Hurley, IDS
vice president of business development for the Middle East. Long-term,
the figure reaches as high as $18 billion. That doesn't even address
potential new sales in Homeland Security and network-centric operations,
which Hurley estimates could be worth $22 billion. "If you can have confidence
that you have got the right knowledge here and link it back to the United
States," he said, "you've got a more secure world."
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Helping
connect the region (Connexion)
A region with increasing numbers
of travelers and rapidly growing airlines that fly long-distance routes
is a natural fit for Connexion by Boeing, the real-time, high-speed Internet,
data and entertainment service. This spring, the business unit visited
the Middle East to demonstrate its capabilities to potential commercial
and VIP jet customers, government and regulatory officials, and reporters.
Connexion representatives took the demo aircraft, Connexion One, to Dubai,
United Arab Emirates and the nations of Qatar
and Bahraineven receiving an e-mail from Harry Stonecipher, who shared his excitement
about the service's potential.
"The response from everyone that came on the airplane and experienced
the service was overwhelmingly positive," said Mike Woodward, Connexion's
regional director for Europe and the Middle East. Airlines here, just
as in other regions of the world, are "able to immediately recognize
the potential value for passengers as well as airlines themselves," he
said.
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