Post on 31-Mar-2015
Driving Growth Through Dialogue
Amer Al Rawas, PhD
ARABCOM 2005
TUNISIA, 29 JUNE, 2005
THE OMANI MARKET
• Growth Potential
• COMPETITION
THE BASIS FOR TRANSFORMATION
• Vision and Values
• Restructuring – Market Oriented
• HR - Transforming the Mindset
KEY GROWTH INDICATORS
KEY DRIVERS FOR GROWTH
• Customers - New Dialogue
• Services – Innovative & Simple, Value & Relevance
• Network - Quality & Coverage
• Regulator & Competitor – Respect & engage in a positive dialogue
THE OUTLOOK
AGENDA
OMAN IS OUTPERFORMING MARKET EXPECTATIONS, MOBILE OPERATORS HAVE THE OPPORTUNITY TO CREATE THE MARKET
OMAN IS PREDICTED TO HAVE A STRONGER SUBSCRIBER GROWTH THAN OTHER COUNTRIES IN THE REGION WITH POTENTIAL 1,000 k ADDITIONAL SUBSCRIBERS (Pyramid
Research 2004 Analysis)
30 % (806k) penetration 70 % (1,900k) potential penetration
Our staff – Services driven
Our Customers – Choice
Our Shareholders – Grow Value
FEBRUARY 8 - 2004; BY ROYAL DECREE THE FIRST OPERATOR LICENSE IS GRANTED
NEW EXPECTATIONS:
• 2nd Operator license is granted, change is inevitable.
• Liberalization of telecom market brings direct benefits to Omani Market customers, with choices and new services
THE BASIS: OUR VISION AND VALUES ROOTED IN OMAN
To be the favorite mobile company in
Oman; extending our success regionally
100% Omani owned, 91% Omanization
Our ValuesOur Vision
EMPOWERING GROWTH THROUGH RESTRUCTURING & HUMAN RESOURCE DEVELOPMENT FROM PAST TOWARDS THE FUTURE
technically oriented business oriented
business as usual business as required
internally focused customer focused
activity focused performance focused
passive & reactive proactive engagement
management focused leadership focused
individual efforts team efforts
Over a 1000 applications per month on online job-site!
No one is to be blamed for the past!
HRD COMPETENCE DEVELOPMENT, UNLEASHING OUR POTENTIAL
Knowledge
Soft skills
Leadership
Communication Skills
Analytical Skills
Technical Skills
ATTITUDE
Professional / Trusted
OMAN MOBILE HAS TRANSFORMED FROM A TYPICAL INCUMBENT TO A CUSTOMER FOCUSED AND MODERN MOBILE SERVICE PROVIDER
BEFORE AFTER
REALIZING GROWTH FOR SHAREHOLDERS: ACHIEVEMENTS - new Oman Mobile started already in 2004
Q1 2005 we reached:Subscriber growth trend
Professional / Trusted
900000 SUBSCRIBERS!!
The run to
1 million has started…
• Revenue: up 29%
• ARPU Post Paid: up 1 %
• ARPU Pre Paid: up 6 %
New services, improved network coverage and availability contribute to ARPU stability
Penetration exceeding expectations
Professional / Trusted
2004, more figures:
REALIZING GROWTH FOR SHAREHOLDERS: ACHIEVEMENTS - new Oman Mobile started already in 2004
Al-Araimi full service center
ENABLING GROWTH: NEW WAYS OF DIALOGUE WITH OUR CUSTOMERS
• New Customer Services outlook:
• “Mini SMS Bill” – check your bill via SMS (90099)
• Credit alert by SMS
• 20 bill payment machines
• 196 – Helpdesk opens 24 hours a day 7 days a week
• Dedicated Key Accounts Executives
Transparent / Fair
Mada Postpaid subscriptions,
Hayyak kits, number changes, bill payment etc.
OUR SERVICES ARE AVAILABLE ALL OVER OMAN THROUGHTHE MOST COMPREHENSIVE MOBILE DISTRIBUTION NETWORK IN THE COUNTRY
• More than 11,000 point-of-sales for Prepaid top-up vouchers
• Over 400 outlets for Prepaid Starter kits
• Partners: Souq (al-Maha), Al Fair, Carrefour, Lulu, NTS, Loay, selected phone outlets and many others
Transparent / Fair
INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (I)
GAMER 2005 STUDENT COMPETITION:
Creating brand awareness amongst important target groups
Triggering local creativity
Fuelling interest among youth for knowledge intensive industries
Nationwide launch of first OMANI MOBILE GAME
Innovative / Simple
INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (II)
INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (III)
Send your Mobile Wish by SMS
Oman Mobile will work on making it come true
Innovative method to seek interaction with customer
Overwhelming response
Valuable feedback
Innovative / Simple
A NUMBER OF NEW SERVICES HAVE BEEN LAUNCHED WITH EASY TO UNDERSTAND PACKAGES AND BUNDLES
VALUE ADDED SERVICES AND CONTENT FOR PRE- AND POSTPAID THROUGH OUR PORTAL “TAIF”
Picture messaging (MMS)
WAP Internet surfing (GPRS)
Download latest branded & Arabic content!
No activation fee; no monthly fee; pay as you go
Innovative / Simple
OMAN MOBILE HAS REFINED ITS NETWORK SINCE 1996 – SUPERIOR COVERAGE; FOR THE MARKET, FOR SERVING THE COMMUNITY, FOR DRIVING THE ECONOMY
Oman Mobile, Covering OVER 90% of the populated area of the Sultanate
Active dialogue with international partners has resulted in improving our exciting roaming agreements and adding new ones
193 Roaming Partners in 81 countries, for both Postpaid & Prepaid Roaming
A record
86 new agreements in
7 months
OMAN MOBILE’S NETWORK QUALITY HAS SUBSTANTIALLY IMPROVED – NOT ON OBSTACLE ANYMORE FOR PROVIDING GOOD SERVICES
Dropped Calls TCH Congestion SDCCH Congestion Call Setup Success Rate Handover Success Rate
NETWORK QUALITY INDICATORS WELL WITHIN INDUSTRY STANDARD
REGULATORY DEVELOPMENTS IN MOBILE MARKET IN OMAN
Regulatory focus Oman Mobile
Work with the regulator to reduce regulatory burden for Oman Mobile & Regulator
Play positive role in licensing of new technologies (e.g. UMTS) and services
Together work on regulatory and government policies that will spur innovation and benefit sector
Number portability Working together towards sustainable and cost effective solutions
Moved away from distance based pricing with innovative discount packages
Tariff rebalancing in mobile market approved by the Regulator
Commercial Agreement without regulatory intervention
Commercial Interconnection agreements
Agreement on prices without regulatory interventionNational Roaming now provided to the
new Operator
Customer does not know technology
Customer will know services & quality
Expectations Customer Awareness
AN OUTLOOK : GROWTH DRIVERS!
Voice -
Increasing capacity
Innovative pricing schemes on post paid an prepaid
Data -
Increasing bandwidth availability
Cross platform rich content delivery
27
16
57
89
47
44
21
35
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GPRS EDGE 3G
Well
Little
NO Idea
Oman, April 2005
Innovative / Simple
Definitely NOT the technology!
Determining success Pitfalls in other countries
SUCCESS FACTORS AND PITFALLS FOR 3G
Reduce customer switching costs
• Communicate services; not 3G
• Boost services with local appeal
• Ensure wide range of quality handsets
• Clear & easy to understand pricing schemes
Human Resource Development
• Develop IP engineering/network skills
• Create marketing orientation towards DATA
A technology driven launch
o No services to drive customer interest
o No availability and limited performance of Handsets
o Limited coverage
o Pricing structure that does not attract data usage
o Investment burden of acquiring 3G license
Innovative / Simple
Focus Assess next steps
MORE CAPACITY AND BANDWIDTH, FOCUS TO BE ON THE LEADING EDGE, NOT THE BLEEDING EDGE...
Introducing EDGE
• Increasing speed(approx. 3 x GPRS)
• Complementary services
• Capitalizing on existing infrastructure
3G and beyond
• Bandwidth & capacity
• Services driven
• Migration strategy to be shaped
Gradual introduction from Sept 05 Initial investigation stage
Innovative / Simple
KEY MESSAGES
Competition is a blessing
Professional / Trusted
• Stimulates the market • Accelerates the pace of transformation • Provides choices &
Benchmark
Dialogue is the magic tool!
Key growth drivers
• Services – innovative , simple, value, relevance • Customer care – friendless, responsiveness & proximity• Network quality – leading edge!
use proven technologies & watch all indicators
THE KEY DRIVER: PEOPLE
Move from people who do things correctly to people who do the correct things
Innovative / Simple - Transparent / Fair - Professional / Trusted
From guarding the rules to making the rules!
THANK YOU!