In 1983, the company changed its ownership structure when the United Arab Emirates government took over a 60 percent share of the company, giving it majority ownership, with the other 40 percent of stock offered to the public. Today, this company operates under the brand Etisalat.
The firm is a diverse multinational company that operates in 18 countries throughout the Middle East, Africa, The United States, and Africa (etisalat.ae, 1). Etisalat services over 100 million customers in these countries and has achieved annual net revenues of AED 30.83 billion in 2009 (etisalat.ae, 1). The company is a major telecommunications provider to the private citizen and to corporate entities, with mobile services, voice and data services over satellite and fixed-lines. The business also is involved in providing managerial and technical training support services to enterprises as well as SIM card manufacturing, voice and data transit services, and even telecommunications in submarines (etisalat.ae, 1). The business is a major broadband hub for Middle East businesses and consumers with a very broad trans-national network. It provides also roaming and data services for corporate entities. In addition, Etisalat provides iPhone services and Blackberry services exclusive to these products.
Major competitors of Etisalat include Vodafone, MobiNil, Singapore Telecommunications and China Mobile. (BBC News, 1). Current regulations reductions in the UAE and other countries have also reduced barriers of new market entry for competition, thus the business faces even more competition from global and regional telecommunications companies as they are now allowed to enter the UAE and other Middle Eastern markets with less tariffs, taxations, and less governmental involvement. Data on the Chief Executive Officer of Etisalat The CEO is currently Mohammed Khalfan Al Qamzi who has held this position since 2006. Al Qamzi has an excellent track record of bringing innovative solutions to Etisalat founded on years of business management and investment experience. Mohammed Al Qamzi is a graduate of Spokane Community College, attended from 1999 to 2002. Most of Al Qamzi’s experience is in real estate, with involvement in Jumairah Golf Estate, Palm Jabel Ali, and currently works as the director of real estate venture Palm Jumairah (linkedin.com, 1). The CEOs credentials include vast knowledge of logistics, security, environment and sustainability practices, document management and project control (linkedin.com, 2). His vast resume of business success has brought Etisalat considerable market presence and growth opportunities over the last five years. Marketing Principles for Etisalat Etisalat understands the importance of marketing for brand-building and also to secure differentiation among competitors who offer similar products at similar pricing structures. Targeting for the company involves a blend of strategies. First, Etisalat considers geographic segmentation based on volume of citizens in a region and urban population and infrastructure. Targeting considers gender (considering most Mid-Eastern countries are male-dominated), literacy levels of international and domestic consumers, specific customs and traditions, the income levels of potential consumers, and the current level of brand recognition of potential customers (marketingmixx.com, 2). Literacy is a significant factor when considering how to target advertising since this region does not support the highest literacy levels when compared to other developed countries across the world. The company’