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Driving Growth Through Dialogue Amer Al Rawas, PhD ARABCOM 2005 TUNISIA, 29 JUNE, 2005.

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Presentation on theme: "Driving Growth Through Dialogue Amer Al Rawas, PhD ARABCOM 2005 TUNISIA, 29 JUNE, 2005."— Presentation transcript:

1 Driving Growth Through Dialogue Amer Al Rawas, PhD ARABCOM 2005 TUNISIA, 29 JUNE, 2005

2 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

3 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

4 Our staff – Services driven Our Customers – Choice Our Shareholders – Grow Value FEBRUARY ; 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

5 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 Values Our Vision

6 EMPOWERING GROWTH THROUGH RESTRUCTURING & HUMAN RESOURCE DEVELOPMENT FROM PAST TOWARDS THE FUTURE technically orientedbusiness oriented business as usualbusiness as required internally focusedcustomer focused activity focusedperformance focused passive & reactiveproactive engagement management focusedleadership focused individual effortsteam efforts Over a 1000 applications per month on online job-site! No one is to be blamed for the past!

7 HRD COMPETENCE DEVELOPMENT, UNLEASHING OUR POTENTIAL Knowledge Soft skills Leadership Communication Skills Analytical Skills Technical Skills ATTITUDE Professional / Trusted

8 OMAN MOBILE HAS TRANSFORMED FROM A TYPICAL INCUMBENT TO A CUSTOMER FOCUSED AND MODERN MOBILE SERVICE PROVIDER BEFOREAFTER

9 REALIZING GROWTH FOR SHAREHOLDERS: ACHIEVEMENTS - new Oman Mobile started already in 2004 Q we reached: Subscriber growth trend Professional / Trusted SUBSCRIBERS!! The run to 1 million has started…

10 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

11 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.

12 OUR SERVICES ARE AVAILABLE ALL OVER OMAN THROUGH THE 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

13 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

14 INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (II)

15 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

16 A NUMBER OF NEW SERVICES HAVE BEEN LAUNCHED WITH EASY TO UNDERSTAND PACKAGES AND BUNDLES

17 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

18 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

19 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

20 OMAN MOBILES NETWORK QUALITY HAS SUBSTANTIALLY IMPROVED – NOT ON OBSTACLE ANYMORE FOR PROVIDING GOOD SERVICES Dropped CallsTCH CongestionSDCCH CongestionCall Setup Success Rate Handover Success Rate NETWORK QUALITY INDICATORS WELL WITHIN INDUSTRY STANDARD

21 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 intervention National Roaming now provided to the new Operator

22 Customer does not know technology Customer will know services & quality ExpectationsCustomer 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 Oman, April 2005 Innovative / Simple Definitely NOT the technology!

23 Determining successPitfalls 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 oNo services to drive customer interest oNo availability and limited performance of Handsets oLimited coverage oPricing structure that does not attract data usage oInvestment burden of acquiring 3G license Innovative / Simple

24 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 05Initial investigation stage Innovative / Simple

25 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

26 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!

27 THANK YOU!


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