Innovation in Etisalat

Topics: Coloured hat, Innovation, Six Thinking Hats Pages: 9 (2825 words) Published: September 3, 2014
BACKGROUND INFORMATION
The company – Emerging Markets Telecommunication Services (EMTS), a joint venture initiative of Etisalat in United Arab Emirates and Mubadala Development Company came to Nigeria in 2007 following which it purchased a Unified Access License through the National Communications Commission. The license purchased had within it a mobile license to be operated on the 1800 and 900 MHz GSM spectrum. Following the due registration of the company with the relevant authorities (Corporate Affairs Commission & Nigerian Communications Commission) as an institution under private ownership, the company began trading under the name Etisalat (www.etisalat.com.ng). Etisalat has its origins in the United Arab Emirates where it began operations in 1976 and has since spread to 18 countries across the Middle East, Africa and Asia. The years of experience has enabled the company to put in place the most modern infrastructure that can be found in the telecommunications business; the years of experience across different continents has also enabled them to become experts at innovating to meet the different needs of their teeming customers as well as becoming a leader in the delivery of quality service (www.etisalat.com.ng). Following the successful bid to obtain a GSM License in January 2007, the first call on the Etisalat Nigeria Network was made on 13 March 2008; witnesses to the occasion were officials of the Nigerian Communications Commission and Members of the Nigerian Senate Committee on Communications. The innovation prowess of the company was first felt in September of 2008, when the company opened its doors and networks to the teeming populace by commencing commercial operations; the campaign started with 0809uchoose; the idea was to encourage Nigerians choose memorable or special numbers as their mobile numbers. Full commercial operations started the following month – October 2008 (www.etisalat.com.ng). The company has enjoyed tremendous growth since it became a player in the country’s growing telecommunications market where it has garnered over 15million active subscribers in six short years of operations. The core values of the company are as follow: team-work, integrity, passion for excellence, staff empowerment and growth and all of these are typified and displayed in their day-to-day operations and service delivered to their clients as the continue to deliver best-in-class telecommunications and customer service. As a testament to its superiority in terms of products and service, the company received an award for being the best GSM Service Provider in terms of Network Quality; this award came barely six months from when they started full operations. The company has since received many more awards such as Excellent Customer Service Award, Brand of the Year Award, Fastest Growing GSM Company of the Year, Best Marketing Company of the Year, Most Innovative Mobile Operator, Best Telecoms Customer Service, Friendliest Tariff Mobile Operator and Most Innovative Corporate Social Responsibility Company (www.etisalat.com.ng). VISION

The company’s vision is to create a world without borders, a world where communication is seamless and people can reach one another with the greatest of ease and where businesses can talk to other businesses without hitches. The desire is to create a world where distance is truly no barrier (www.etisalat.com.ng). MISSION

The mission is simply to “extend people’s reach” through the use and deployment of state if the art communication technology which should enable subscribers “develop, learn and grow” (www.etisalat.com.ng). PRODUCT OFFERING: Some of the products offered by the company are EasyStarter, EasyCliq, EasyLife, EasyFlex and Etisalat TalkZone (www.etisalat.com.ng). EASYSTARTER package offers customers/subscribers rates that are as low as 10k (ten kobo) per second and it has other sub packages within it that sweeten the deal. These packages are “You & Me” – those registered are...

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Mohnen, P, Palm, F, Loeff, S, & Tiwari, A 2008, 'Financial Constraints and Other Obstacles: are they a Threat to Innovation Activity? ', De Economist (0013-063X), 156, 2, pp. 201-214, Business Source Complete, EBSCOhost, viewed 2 January 2014.
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