The UAE is witnessing an unprecedented demand for ‘digital lifestyle products’, as local consumers become more attuned to the luxuries of advanced digital technologies in their way of life. As a result, electronics and telecom companies are eyeing the Emirates as they explore and develop more cutting-edge innovations that revolutionize the way local consumers listen to music, play games, watch TV, communicate digitally and access information. Targeting the UAE’s increasingly tech-savvy market, the highly awaited lifestyle exhibition, ‘Big Boys Toys’ is set to showcase the latest in consumer electronics and telecommunication technologies from 2nd to 5th February, 2011 at the Abu Dhabi National Exhibition Centre (ADNEC). The Dubai Chamber of Commerce and Industry analysis is projecting an upturn on the local demand for electronic products amidst the popularity of smart phones, 3G mobile handsets, big screen LCDs and notebooks. Another indicator of a major uptrend is the expected growth in the country’s telecoms market, which is expected to hit USD 3.2 billion in 2010. Furthermore, latest research shows that mobile penetration in the UAE will exceed 240 per cent by 2014, characterised by the ownership of more than two active mobile phones by most people, who leverage the availability of 3G mobile network and fast broadband connectivity. “The UAE has adapted and embraced every new technology developed for digital lifestyle products, which makes it an ideal market for global companies taking massive strides to introduce next generation technology systems,” said Biju Jayaraaj, CEO, Artaaj. “Today, when the name of the game is focused on providing people with more engaging and convenient lifestyle experiences, we can expect sustained innovation in this field, which in turn will be driven by the ever-growing market demand. ‘Big Boys Toys’ will offer an all-encompassing venue for consumers in the UAE to get a first glimpse on the latest consumer electronics to be made available in the region, while giving companies an excellent opportunity to tap into the country’s potential-laden digital lifestyle products market.” ‘Big Boys Toys’ will bring together the ‘best of the best’ products and services combined with live demos and activities that will appeal to the high net worth male consumer. The exhibition will house a total of 10 zones: drive, ride, off road, marine, aviation, digital and lifestyle, fitness, fashion and adventure, with more than 100 exhibitors across 46 exclusive categories expected to showcase their products to an affluent target audience of over 60,000 visitors. “Consumers in the UAE still prefer the prestige and security of buying well-known global brands, and consumer electronic devices remains highly coveted among the affluent and the middle class segments. With the UAE's telecoms market still expected to grow 20 per cent annually, ‘Big Boys Toys’ is not only helping develop the industry by making consumers and businesses aware of the unique cutting edge technologies and innovations, but is also a platform to learn from their niche consumers what their needs are,” concluded Jayaraaj.