THE Information Technology Authority (ITA) unveiled here yesterday a new logo and branding for its eOman brand under the auspices of Shaikh Al Fahdel bin Mohammed al Harthy, Under-Secretary for Development Affairs, Ministry of National Economy and Deputy Chairman of ITA's Board of Directors. Dr Salem bin Sultan al Ruzaiqi, CEO, ITA and executive officers of several large corporations, commercial banks, and marketing companies also attended the event.
The new logo and branding programme comes as part of the transformation that Oman is seeing with regard to information technology. Visually aesthetic, the new e.oman logo is multicoloured and dynamic. In an interview with the Observer, Al Harthy said, "The new branding campaign represents a turning point towards attaining a knowledge-based society. As many as 200 have been launched and linked to the government, including e-payment, e-purse, e-law, and e-banking".
Al Ruzaiqi told the Observer that the eOman brand campaign is to show the comprehensive nature of our programmes, speed and change that is in the offing". Dr Al Ruzaiqi said, many e-initiatives ongoing are now reaching a state of maturity. Most-importantly, the eGovernment Services Portal is ready and in trial phase. The National Data Centre is in full operation. The e-payment gateway has been realised. These initiatives are merely a few of what ITA can list as achievements.
With that in mind, ITA decided that this is the ideal time to launch the new face of the e.oman initiative. For the ITA, the new e.oman branding is synonymous with reliability and trust. It is dependable, always at the ready. The centrepiece of the logo and the e.oman under the centrepiece remain unchanged. The centrepiece is the 'Aian' letter in Arabic, the first letter of Oman.
It also resembles the capital 'E' in the English language, which can also stand for the 'e' in the electronic era. Thus, the design shows a willingness to embrace cutting-edge information technology. The changing pattern reflects the many initiatives under e.oman and the shape and colours reflect Omani heritage and culture. Established under Royal Decree No 52/2006, the ITA has focused its attention on transforming the Sultanate into a knowledge-based society with the use of information and communication technology (ICT) in order to enhance government services, enrich the business sector, and provide all sectors of society with electronic means of easing their daily lives.
The e.oman initiative aims at making knowledge a basic element of all programmes and activities. The ITA is responsible for driving the e.oman initiative. e.oman is the short form of the Digital Oman Strategy which was approved on November 30, 2002, conceptualised from Oman Economic Vision -- 2020.
The e-oman comprises a wide range of the initiatives and services that are designed and created to electronically transform the government, improve the efficiency of government services, enhance the activities of businesses and empower individuals with skills and knowledge in order to meet society's needs and expectations, and to direct Oman towards becoming a knowledge-based economy.
The main aim of ITA is to implement the vision that has been put in place by His Majesty Sultan Qaboos, which is to transform the Sultanate into a knowledge based society, and adopt a national strategy that would help the country and its people by embracing the notion of digital improvement. Identifying a gap in digital literacy that is affecting the outside perception of Oman, the ITA re-launched their e.oman initiative as a comprehensive nationwide programme aimed at building the technical infrastructure, stirring public interest and elevating the commercial awareness.
The eventual benefit to the Sultanate would be to enhance the perception of Oman as a destination to help attract foreign investment. Most importantly, it would help to empower all Omanis by providing them with the necessary tools in their all round development march. The aim is to change the perception of Oman as an attractive destination for ICT investments. By adopting and bench marking against the best practices, ITA will build on the interaction and relationship between the user and the brand itself.
By Hasan Kamoonpuri
© Oman Daily Observer 2009
