Emirates Telecommunications Corporation, (Etisalat) came into being on the 30th of August 1976. Etisalat is the sole telecoomunications carrier and internet service provider in the United Arab Emirates and its one of the leading service provider in the Middle East region. Etisalat provides all type of telecom services in addition to cable TV service. Its mission is to satisfy customer requirements in telecommunication services and technology in a friendly and efficient manner.
In an application to its business mission, Etisalat have always been the first in the region to introduce the new technologies and innovations that make their customers more happy and satisfied. And one of the new technologies that Etisalat have recently intorduced is a new service called “Tahaddath”.
Tahaddath is a service that can help people from different backgrounds and speak different languages to interact with each other. As this service can be used by the customers in a way where they can send an SMS to 1002 with the word or sentence that they want to translated and they will receive a message with the translation and pronounciation guide. This service can translates between english and arabic.
Ofcoasre to some of you who are familiar with the services that Etisalat always provide to its customers , you will notice that this service Tahaddath is almost the same as Tarjim, a service that Etisalat have introduced years ago that translates words between arabic and english. But I would like to inform you that these two services differentiate in that Tahaddath translates not only words but also sentences and even provides a pronounciation guide.
With regard to Gary Hamel; Business concept innovation is a new way of differentiating existing business concept. And that’s what Etisalat did, they always try to differentiate its products by introducing new ideas or renewing their old ideas or services. And as long as the business mission of the company is to reach customer satisfaction, they should always search for what satisfies their customers and matches their needs. And from what is known, UAE is a multinational country that is widely opened with the world, it observes a large number of different nationalities that almost have english as their first language or atleast the common language that they use to communicate. And I mean when english is used to communicate, I mean to say that its used every where, in schools, hospitals, institutions and cooperations. Where Arabic is the first language in the UAE, there has to be some how some connection between these two languages and that what Etisalat is trying to do. It tries to make it easier for the people living in the UAE to communicate with each other by only typing a message on their mobiles and gets its translation. And this would solve a lot of complications that might face the people living here. This is considered an application of the market/product scope that lies under core strategy in Hamel’s framework, where the company knew well the geographic place, where, to introduce its new service were a lot of people can make use of.
More and more, this new service applies the customer interface component, where it knows that the mobiles are the easiest and fastest channel in the UAE to reach its customers. As a citizen in the UAE, I know for a fact that everyone in this country owns a mobile, as the mobile prices and services are very cheap and can be attainable by every one. The way that the firm goes to market and how actually it reaches its customers , which channels it uses is an element called fulfillment and support. In addition this enhances the relationship dynamics, which is another element in the framwork, between the customer and the company.
The pricing structure of the service is too cheap that will make everyone just want to try it, even if he/she doesn’t need to translate. As the user can send a message of 160 characters in english and 70 characters in Arabic all together and will be considered as one message, and each message is then only charged for 60 Fils. The customers simply needs to type in the word or sentence that is to be translated and send it to 1002, and the translation and pronounciation guide will be recieved by SMS to the mobile phone that the message was sent from.
In my opinion, Etisalat is moving forward in its business providing innovative services that are useful to its customers. I am a customer of this service and it has been useful for me, although my fist language is arabic, and I thought that I know my english well, but there are times where I even know the word in english but cant translate it in arabic!!!
Link:
http://www.strategiy.com/telecomnew.asp?id=20060419100844