Etisalat Company as Local UAE Company
At the present time, communicative technologies are the driving forces of economy and business. One can name many companies that offer similar services. As a result, a high competitiveness is present in this business. It is necessary to mention that one cannot imagine any company without mobile connection, fixed telephony, broadband connectivity and IPTV services. Such services benefit promotional and distributional policies of the organizations. Du Telecom is a bright example of success in offering telecommunication services in the UAE. The company differs from others because its missions are not only to gain profits but to contribute to the community, create innovation and business excellence and delight customers.
In 1991 the UAE central government issued Federal Law No. 1, which gave the corporation the right to provide the telecommunications wired and wireless services in the country and between UAE and other countries. It also gave the firm the right to issue licenses for owning, importing, manufacturing, using or operating telecommunication equipment. This practically gave Etisalat both regulatory and control powers, which completed the monopoly of the telecom giant in the UAE. In order to safeguard the country’s economic development, the law made provisions for the development of the telecommunication sector in the country. The increase of exchange lines from 36,000 in 1976 to more than 737,000 in 1998 was one of the important indicators of Etisalat network’s growth and development. An important milestone was Etisalat’s commencement of international operations in January 2001, when under the brand name of Ufone it started operating out of Islamabad. In 2006 Etisalat started a major restructuring program that resulted in the de-merger of many of its non-core business units operating under the telecom’s centralized and direct management; core services were consolidated and streamlined, reflecting the company’s shift from a technology-driven telecom to a customer-focused services provider. As part of the program, Etisalat has launched a re-branding campaign, releasing a new corporate logo and identity in May 2006. The restructuring culminated in the incorporation of Etisalat Services Holding LLC, which as of 2008 oversees the operation of Etisalat’s non-telecom business units with huge success stories .
Additionally, the Favorite Country Plan is also inclusive of a 20% discount which is applicable to its International Direct Dialing (IDD) rates (Hitek, 2010, para. 5). The plan gives the businesses liberty to call 3 of their favorite countries using their landline. The firm introduced this service after considering the current economic situation. This illustrates the degree of fairness in the firm’s operation with regard to economic situations. As a result of utilizing the Favorite Country Plan, customers are able to save approximately 55% of their total calling cost to their selected countries. This plan is even make better by the existence of the off-peak rates. Through this, plan, Etisalat UAE has managed to give business owners peace of mind when interacting with their customers, suppliers, and employees in different countries. In an effort to develop its customer loyalty, the firm has incorporated a number of strategies. One of these strategies relates to ensuring security of the consumer’s data stored in their mobile phones. The firm has achieved this through development of a Data Backup service through which the consumer can keep copies of their data such as contacts, photos, messages, ringtones and music (Etisalat UAE, 2010, para. 4).
For the most part, Etisalat is the main telecom company in the Unite Arab Emirates and it is one of the most important telecom companies in the Middle East and Africa. In the past, Etisalat was the only telecom companies in the region. It was controlling the area, however, just since few years; new telecom company has emerged in the market and increase the competition risk on Etisalat. As a result, Etisalat started to face more difficulties and challenges. Therefore, Etisalat should overcome these challenges and improve its Total Quality Management since it is very important for Etisalat and could help the company in solving its problems and improving its strategy.
Beltone, 2008. Emirates Telecommunication Corporation (Etisalat). Cairo: Etisalat Incorporation.
Billing, S., 2009. Etisalat is to unveil prepaid plans for iPhone users in the UAE. Web.
Ennew, C. & Waite, N., 2007. Financial services marketing: an international guide to principles and practice. Amsterdam: Butterworth-Heinemann.
Hitek, 2010. Etisalat enables UAE businesses to reach out to their favorite countries at up to 55% discounted calling rates. Web.