Telecom firm eyes more market share in the UAE without compromising on quality of products and offerings.
Etisalat has laid down the foundation of telecom sector in the UAE and the corporation is keen to increase its market share without compromising on quality of products and services, its top official says.
Saleh Abdullah Al Abdouli, chief executive officer of etisalat-UAE, said the corporation recently conducted an in-depth study to restructure different segments of its individual and corporate customers and provide its services and products according to their needs and requirements.
In an exclusive interview with Khaleej Times on the sidelines of the Mobile World Congress 2014 in Barcelona, he reiterated etisalat’s preparedness to achieve the objective of the smart government initiative launched by His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.
“Etisalat’s high-standard infrastructure qualifies it to reach the level of smart government as per the timeframe launched recently. We are keen on providing best solutions and smart services to our subscribers,” Al Abdouli said.
He said that this trend keeps abreast of its pursued strategy, and which is designed to switch to provider of integrated services for the information technology solutions and communication, in a way that it will offer the future services and smart solutions to the clientele, as well as supporting the innovation in the UAE.
“The participation in network switch and digit-exchange service is considered to be as one of the healthy competition forms in telecommunications sector. In turn, it will boost the position of the UAE communication sector in the world,” he said.
Al Abdouli went on to saying that the corporation had lived up this experience in many global markets where it is functioning and succeeded by picking up the fruits in favour of etisalat. However, he said that the company is determined to benefit from the competition by increasing its market share of customers, be are individuals or institutions.
To a question about etisalat’s participation in Mobile World Congress at the group level, as well as etisalat-UAE, he said the congress is considered an important event in the communications sector worldwide, as it is the annual forum for the operators, lawmakers, developers and companies of technology, communications, research and investors alike.
“Etisalat is participating in the conferences and exhibitions because of their importance in identifying and casting light on the latest trend in world’s communication markets. It also helps building up relations with the influentially big players in the IT domain and explore the opportunities for good partnership and cooperation with leading companies and international institutions,” he said.
Al Abdouli described the congress as an ideal venue for showcasing etisalat’s products and the technological solutions, which it offers, and which holds important place in the world of communications, be it UAE, the region and the world.
“Our participation in the congress and the accompanied exhibition stems out from our keenness on maintaining the leading position of etisalat in driving the development process in the telecommunications sector in the UAE, and as confirmation to our commitment to offer the best services that keep pace with the latest innovations in the IT sector that complies with international standards.”
“This year Mobile World Congress carries special importance because of its dates close to that of the Government Summit, which was held in Dubai this month, and in which the sagacious leadership had underlined the role of the communications technology in upgrading the governments and transforming them into smart governments.
“We hope our meetings with the technology giants would yield fruits in ingraining the seeds of smart solutions to achieve the vision of our leadership in a record time.”
Smart governments and
smarty cities
About evaluating the etisalat’s role in achieving the vision of the smart government in the next stage, Al Abdouli said the importance of this initiative is not only confined to providing solutions and services, which facilitates individuals’ life, but it rather embodies the future vision which aims at ensuring the continuity and boost the pioneering role of the UAE to always stay ahead in all domains.
“It is undoubtedly the initiative of the smart government that will provide a quantum leap in transformation of society towards knowledge and economy.”
He spoke at length on the smart government initiative and e-government solutions such as the e-payment gate and payment via mobile phone (mPayment).
Etisalat, he said, is looking forward to have a fair return on its investments, especially in fibre optic networks that came at the tune of Dh20 billion.
He said the present infrastructure is a fixed capital asset and owned by the shareholders while federal government remains a major stakeholder.
Mobile number portability
Al Abdouli said mobile number portability, or MNP, will intensify fair competition and benefit all the stakeholders.
“Of course all parties shall benefit from such a network swap. The fair competition between the mobile network operators in the UAE shall lead to developing the telecommunication sector and propel it ahead. This would benefit the operators as well as users.”
“As for us, our direct interest is to get a quite good rental value from the other operator in exchange for using our networks. Since the network switch is made on reciprocal basis, the agreement on that would permit etisalat to reach out to a large number of customers of the other operator (du) at areas where etisalat does not currently extend its landline services,” Al Abdouli explained.
To a question, how the network swap will affect etisalat’s profitability in coming three years, he said there is no doubt that competition between mobile network operators is a healthy state, which contributes to boosting up the telecommunication sector.
“We look at challenge as a chance for development and expansion of horizons and investment of the potentialities and enhancing our skills.”
Furthermore, he said the mobile network switch shall give customers [of both telecom operators] an option to try out the services provided by either operator.
It would help non-etisalat customers to be more familiar with the quality of etisalat services — the most important factor that we rely on to attract new customers and prop up confidence with our existing customers.
Al Abdouli said the landline phone numbers would also be subject to switch between the two telecom operators. He said etisalat is planning to increase its promotional offers this year.
“We intended throughout the last two years to study the local market accurately, and lay down a new strategy to handle the rapid change and latest developments in this sector by reconfiguring some operations and developing the products, services, and solutions,” he said.
He rules out any negative impact of network swap on the company’s performance and said etisalat would benefit from the fibre optic network.
“I do not think so network swap will affect etisalat performance. We have been working since past few years to establish a fibre optic network, which connects most parts of the country together. The fibre optic network can transfer a large quantity of data efficiently and with high quality and performance.
“To cite a good example, we have recently raised the speed of the internet service and introduced the latest package — the speediest in the UAE and the region — by up to 500 megabyte for home, and one gigabyte for companies,” he said.
Referring to the experience of other international telecom operators, he said that mobile number portability is not a game changer for the sector. “The mobile phone number switch service has not been blamed for reducing the market value and stocks.”
“All figures and numbers related to the market share come in favour of etisalat, and what obsess our mind constantly is to be the pioneering institution that leaves a real and true impression into individuals’ life and the society,” Al Abdouli concluded.
