Telecom Leadership

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Telecom Leadership Maintaining Tradition,
Embracing Change Nasser Bin Obood Telecom CEO
Summit May 16th, 2011
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Agenda

• CEO What is the role?
• Etisalats Past
• A remarkable History
• 30 Years as a Key Enabler of UAE Growth
• Technology Milestones
• Talent
• New Market Challenges
• Demanding Consumer
• Enterprise Environments
• Technology Trends
• Etisalats Future
• Technology Leadership
• Customer Centricity
• ICT Transformation
• Green Responsibility
• Commitment to Community

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The chief strategist of an organization has to
be the leader - the CEO Micheal Porter
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3 Decades of Pioneering Technologies and Service
Innovation
BlackBerry Arabic Devices Speaical Needs
Packages More Greetune Zakat Application Mobile
Collect Call service Vringo service Yellow Pages
on iPhone e-life Packages My Plan My Business
Plan
100 Mobile Penetration 51 Internet Penetration
Rebranding ADSL SMS Cable TV
GPRS 2 mn subscribers
GSM
PSTN
1976
1994
2002
2005
2007
1999
2010
1982
2000
2003
2008
1995
2006
Mobile
Internet
Thuraya eWAP Mobile Payments 1 mn subscribers
Mobile TV BlackBerry Kallemni
Triple Play Xpress Connect MPLS 2 IP-based
Service Roaming Replicator (510 countries) Retail
of mobile devices and terminals Mobile Yellow
Pages
3 G MMS 3 mn subs.
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UAE Leads the Region in Fiber deployment with
Dh7bn worth of investment
Abu Dhabi is the Worlds first fiber-connected
Capital
High-Definition Services
3D-TV
Source FTTH Council
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Developing Leadership
Number of employees today (UAE) 8,000
UAE Nationals make up 36 of total workforce at
Etisalat
95 of executive management positions filled by
UAE Nationals
70 Emiratis manage Etisalats operations in Asia
and Africa
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The Etisalat Zone Today
135m subs across 18 operations
2.2bn pop under coverage
620 Roaming Agreements
99 3G coverage in the UAE
53,000 total employees within Etisalat Group
Source Etisalat
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• CHANGE is IMPERATIVE

It is not the strongest of the species that
survive nor the most intelligent, but the ones
who are most adaptive to change Charles
Darwin Origin of species
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The Demanding Consumer
Network Coverage
Convenience
High Quality of Service
New Age Customer Tech Savvy Instant Generation
Non-compromising
AffordableCosts
Latest Technology
Increasing pressure on service providers to
provide Convenience, Coverage, latest technology
and high quality of service at reduced costs
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We realize that at the source of profitability
lies Customer Satisfaction
Revenue
PRODUCT OFFERINGS
Demand
SERVICE IMPROVEMENTS
CUSTOMER_FOCUSED EMPLOYEES
BRAND IMAGE
Products / Services
Etisalat Customer
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Demanding Enterprise environments
CIO Challenge
Aligning Business with IT
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Technology Trends that cannot be ignored
4G Technology
IPTV and DTH
MVAS services
Fixed Mobile Convergence
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With a clear vision and determination anything
is possible
UAE IT readiness - Key Indicators
IT readiness MENA Rankings
1 UAE
2 Qatar
3 Bahrain
4 Saudi Arabia
5 Tunisia
6 Oman
7 Jordan
8 Turkey
9 Egypt
10 Kuwait
11 Morocco
12 Lebanon
13 Algeria
14 Syria
15 Libya
Availability of latest technologies 11
Mobile Network coverage, pop. covered 1
Government Readiness 3
Government Prioritization of ICT 6
Government procurement of advanced tech 3
Importance of ICT to Government vision 3
Mobile Phone suscriptions /100 pop 1
Government success in ICT promotion 2
ICT use Government efficiency 4
Source WEF Global IT Report 2010-11, WEF Global
Competitiveness Report 2010-11
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Etisalats Vision
A world where peoples reach is not limited by
matter or distance.
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Etisalat is on course to deliver LTE in 2011
LTE Trials Completed
2009 Q4 2010 Q1 2010 Q4
LTE Trial Pre-Commercial Network Commercial LTE Network
Nationwide LTE Deployment Planned in Phases
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Customer-Centricity
4) ALIGN THE ORGANIZATION
3) IMPLEMENT ENABLING SYSTEMS
2) DESIGN THE CUSTOMER EXPERIENCE
1) UNDERSTAND CUSTOMERS
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Creating an enabling infrastructure through ICT
Transformation
IT structure that aligns information strategy
with customer strategy
Infrastructure to support integrate
multi-channel customer interface
Decision support and customer insight systems
that collect, store provide customer information
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Collaboration is key...
We do not believe that you can create value in
isolation. It can only be done through
collaboration with partner.
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And through Sustainable Growth
Green is Good for Telecoms
for the Top Line.
for the Bottom Line
Smart Logistics 1.5 Gig Tonnes CO2 441bn energy
Green Broadband Reduces Power Consumption
Dematerialisation 500 Mega Tonnes CO2
Green Masts Increases power efficiency
Smart Buildings 1.7 Gig Tonnes CO2 340bn energy
Green Facilities Reduces Operating Cost
Global e-Sustainability Initiative (by 2020)
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To Benefit the UAE Society at large
Direct Benefits
Indirect Benefits
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Thank You
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• Any Questions?