The Emirates Identity Authority website attracted around 4.088 million visits throughout 2013, rising from 3.185 million visits during 2012, a growth rate of 28 percent. The increase in the number of visitors to the website came after recent improvements which were developed according to the latest web designs and standards, keeping pace with the latest global trends in the field of website programming, design and management. The aim is to provide visitors and users with easy access to the services they are looking for. During 2013, the number of visits to Emirates ID website pages has increased from 9.6 million page visits in 2012 to 11.6 million page visits in 2013, an increase rate of 21 percent, which shows the websites' high rate of attraction to customers in particular and the public inside and outside the country in general. Emirates ID said that such a high number of visitors to its website is a result of its quest to launch initiatives aimed at developing its e-Services and support e-Transformation efforts and the transition to m-Government across government entities in the U.A.E.. Amer Al Mahri, Director of Government Communication and Community at Emirates ID, indicated that the number of visitors to the Emirates ID website helps elevate the website's position to be among the most attractive electronic and interactive websites across the country, stressing that this achievement is a clear sign of the prestigious position enjoyed by Emirates ID on the smart government entities map at local and international levels. Al Mahri attributed the ongoing increase in the number of visitors to the Authority's website to the comprehensive information and services it offers. The website provides extensive information on Emirates ID, its plans, initiatives and projects, as well as details on its different fields of work. It also allows services to organisations and individuals that help save their time and efforts, particularly the e-form, tracking application status, tracking the status of the ID card at Emirates Post, applying to obtain an e-reader, among others. Creative artistic touches were also added to the website pages using the latest standards in web design. He pointed out that the Authority's website is one of the most interactive websites due to its rapid and detailed services, emphasising that Emirates ID is keen to constantly develop its website and achieve excellence in service provision and pioneering in performance. This is based on its focus on Customer Service as a key pillar of its previous strategic plan 2010-2013 and the new strategic plan, 2014-2016.