Etisalat’s Entry into Afghanistan
Entry of Etisalat Afghanistan in Afghanistan was done in a unique way. It was a result of an invitation from the government of Afghanistan to UAE government. The license was awarded in May 2006. Prior to that no due diligence was carried out, which is a normal practice for Etisalat before it ventures into any new market. Etisalat Afghanistan became the 4th licensed mobile operator in a very competitive and a difficult market where security concerns are high.
Afghanistan
Afghanistan is a large country with a land mass of 640,000 sq. km. and a population of around 28 million (about 8 times as large as UAE). It is a young country with 32% of the population under 10 years of age; life expectancy is 45 years. Mass of the population is rural, around 70%, living in communities of sizes less than 1000 individuals. Terrain is rugged and mountainous. Due to recent history of last 30 years infrastructure is poor. It is a challenge to provide service economically.
Etisalat Afghanistan Operational achievement
Etisalat is a global operator with a footprint in 18 countries. We are guided by our group mission: “To be the service provider of choice in each market we operate in and become a leading global player – delivering top quality services and innovation, driven by empowered people”.
By grace of Allah we have done well. Etisalat became operational in August of 2007. Today Etisalat Afghanistan is considered the fastest growing telecommunications company reaching where others took more than 5 to 8 years of operations. We are focused on delivering best quality customer service—indeed, our customer care and call centre has the highest ratings in Afghanistan. Network quality is another area where we have invested heavily and we are now seeing the dividends.
Etisalat has invested more than $ 300 Million in Afghanistan and revenue growth has doubled every year. The company is the fastest growing mobile phone company in Afghanistan Etisalat is providing voice and data services in 30 provinces and 182 districts with more than 12,000 retail outlets.
Etisalat Afghanistan Business strategy
Being the 4th entrant in a highly competitive environment Etisalat Afghanistan adopted acquisition driven strategy relying on cost leadership to meet its business objectives: volume based strategy—it needed to build a subscriber and a revenue base. Having successfully achieved this objective, Etisalat readjusted its strategic focus on “growth drive by value”.Emphasis is now to be number one in market in terms of revenue while maintaining margins for profitability and achieving growth targets.
Key to achieving this is repositioning of Etisalat brand as a premium quality brand—perceived as reliable and high-end, customer centric, innovative and modern. Data offering will become integral part of the offer, which allow capturing more high-end and enterprise customers. Enabling foundations of technology and regulatory are being aligned accordingly as are organisation and processes. These are exciting times!
Association with UAE and Etisalat, what Etisalat means for Afghans and Afghanistan
We are a United Arab Emirates’ company, motivated by the wisdom of our leaders in the UAE in supporting the rebuilding of Afghanistan. This is a guiding principle for us as to how we operate here. We believe in creating opportunities for all and sharing with others what Allah has blessed us with—sharing our prosperity around the world by creating economic opportunities in emerging markets like Afghanistan. Etisalat’s arrival here is part of the UAE promise of long-term partnership to work together with Afghans to transform this magnificent country into a modern, peaceful, and prosperous Afghanistan.
Development of local talent and workforce
At Etisalat Afghanistan, the development of local Afghans through a number of in- house and abroad customized development programs is the biggest priority. The company deeply values the commitment of harnessing the local talent by initiating top of the line training and development programs. Various initiatives have been taken in this regard. Earlier this year, with the collaboration of Ministry of Labor & Social Affairs, Govt of Afghanistan; Etisalat has launched Graduate Trainee Program for hiring 60 graduate trainees. A comprehensive development plan is being formulated to give these trainees the right exposure and training to take on critical work and future positions of responsibilities within Etisalat functions. Another leading programme the company has launched is Employee Succession Program with collaboration of Etisalat Academy in Dubai aimed at enhancing the knowledge and skills set of Etisalat employees to let them increase their work place effectiveness and efficiency.
Promotion of Sports and CSR
Etisalat Afghanistan is the official mobile phone company of Afghanistan National Cricket Team and Volleyball team. The company is also involved in promotion of sports at the grass root level in the country by supporting and sponsoring regional sports events.
Etisalat Afghanistan has upheld its commitment and dedication in serving the community by playing an active role as a socially responsible entity, re-affirming company’s strong belief in being part of the Afghan society in areas important to their needs.
Numerous projects have been launched by Etisalat Afghanistan under the pillars of environment, health, and education as well as regularly providing food items to the less fortunate segments of the society.
Etisalat is a beacon of future for Afghanistan, enabling better tomorrow, improving lives of ordinary people, creating jobs, helping businesses to grow and contributing to national economy!
Etisalat Afghanistan is 100% owned subsidiary of Etisalat UAE. Etisalat is one of the largest telecommunications companies in the world and the leading operator in the Middle East and Africa, headquartered in the UAE.
Etisalat operates in 18 countries across Asia, the Middle East and Africa, servicing over 135 million customers out of a total population of approximately 1.9bn people.
Etisalat Afghanistan started its operations in Afghanistan in August 2007. Since then the company has invested more than $ 300 Million in Afghanistan and revenue growth has doubled every year. The company is the fastest growing mobile phone company in Afghanistan Etisalat is providing voice and data services in 30 provinces and 182 districts with more than 12,000 retail outlets.
We are a United Arab Emirates’ company, motivated by the wisdom of our leaders in the UAE in supporting the rebuilding of Afghanistan. This is a guiding principle for us as to how we operate here. We believe in creating opportunities for all and sharing with others what Allah has blessed us with—sharing our prosperity around the world by creating economic opportunities in emerging markets like Afghanistan. Etisalat’s arrival here is part of the UAE promise of long-term partnership to work together with Afghans to transform this magnificent country into a modern, peaceful, and prosperous Afghanistan.
It is pertinent to mention here that 90 percent of EA staff comprises of local Afghans. In line with Etisalat Afghanistan’s long standing resolve of partnering in the development and enhancement of human capital and skill levels of local Afghan employees, the company has recently launched Employee Succession Plan with the intention to train and develop Afghan nationals into senior management positions. We have set a target of training over 400 people over the course of this programme and expect that it will generate excellent results. The programme with the help of Etisalat Academy UAE has already been kicked off for the training of Afghan employees by the world renowned trainers.
Etisalat believes in playing an active role in supporting the community and contribute responsibly towards social development of the country. Our recent initiatives of supporting Afghanistan National Cricket Team and developing the sports at the grass root levels as well as on-going CSR initiatives in the field of health, education and other areas speaks volumes about the Etisalat Group’s commitment to the people of Afghanistan.
Etisalat Afghanistan has recently signed a deal with the Afghanistan Telecommunications Regulatory Authority to provide services in rural areas of Afghanistan. ATRA has selected Etisalat Afghanistan to carry out Rural Telecom Development project in 17 rural Districts in 9 provinces by building and operating 23 BTS sites. Etisalat Afghanistan is providing unmatched connectivity to its customers through roaming agreements with 120 operators in 80 countries.
Etisalat is a beacon of future for Afghanistan, enabling better tomorrow, improving lives of ordinary people, creating jobs, helping businesses to grow and contributing to national economy!
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