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Driving Growth Through Dialogue

Driving Growth Through Dialogue. ARABCOM 2005 TUNISIA, 29 JUNE, 2005. Amer Al Rawas, PhD. AGENDA. THE OMANI MARKET Growth Potential COMPETITION THE BASIS FOR TRANSFORMATION Vision and Values Restructuring – Market Oriented HR - Transforming the Mindset

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Driving Growth Through Dialogue

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  1. Driving Growth Through Dialogue ARABCOM 2005 TUNISIA, 29 JUNE, 2005 Amer Al Rawas, PhD

  2. AGENDA • THE OMANI MARKET • Growth Potential • COMPETITION • THE BASIS FOR TRANSFORMATION • Vision and Values • Restructuring – Market Oriented • HR - Transforming the Mindset • KEY GROWTH INDICATORS • KEY DRIVERS FOR GROWTH • Customers - New Dialogue • Services – Innovative & Simple, Value & Relevance • Network - Quality & Coverage • Regulator & Competitor – Respect & engage in a positive dialogue • THE OUTLOOK

  3. OMAN IS OUTPERFORMING MARKET EXPECTATIONS, MOBILE OPERATORS HAVE THE OPPORTUNITY TO CREATE THE MARKET 70 % (1,900k) potential penetration 30 % (806k) penetration OMAN IS PREDICTED TO HAVE A STRONGER SUBSCRIBER GROWTH THAN OTHER COUNTRIES IN THE REGION WITH POTENTIAL 1,000 k ADDITIONAL SUBSCRIBERS (Pyramid Research 2004 Analysis)

  4. FEBRUARY 8 - 2004; BY ROYAL DECREE THE FIRST OPERATOR LICENSE IS GRANTED • 2nd Operator license is granted, change is inevitable. • Liberalization of telecom market brings direct benefits to Omani Market customers, with choices and new services NEW EXPECTATIONS: Our staff – Services driven Our Customers – Choice Our Shareholders – Grow Value

  5. THE BASIS: OUR VISION AND VALUES ROOTED IN OMAN Our Values Our Vision To be the favorite mobile company in Oman; extending our success regionally 100% Omani owned, 91% Omanization

  6. EMPOWERING GROWTH THROUGH RESTRUCTURING & HUMAN RESOURCE DEVELOPMENT FROM PAST TOWARDS THE FUTURE technically oriented business oriented internally focused customer focused business as usual business as required activity focused performance focused passive & reactive proactive engagement management focused leadership focused individual efforts team efforts No one is to be blamed for the past! Over a 1000 applications per month on online job-site!

  7. HRD COMPETENCE DEVELOPMENT, UNLEASHING OUR POTENTIAL Knowledge Analytical Skills Communication Skills Leadership Technical Skills Soft skills ATTITUDE Professional / Trusted

  8. OMAN MOBILE HAS TRANSFORMED FROM A TYPICAL INCUMBENT TO A CUSTOMER FOCUSED AND MODERN MOBILE SERVICE PROVIDER BEFORE AFTER

  9. REALIZING GROWTH FOR SHAREHOLDERS: ACHIEVEMENTS - new Oman Mobile started already in 2004 Q1 2005 we reached: Subscriber growth trend 900000 SUBSCRIBERS!! The run to 1 million has started… Professional / Trusted

  10. REALIZING GROWTH FOR SHAREHOLDERS: ACHIEVEMENTS - new Oman Mobile started already in 2004 2004, more figures: Penetration exceeding expectations • Revenue: up 29% • ARPU Post Paid: up 1 % • ARPU Pre Paid: up 6 % New services, improved network coverage and availability contribute to ARPU stability Professional / Trusted

  11. ENABLING GROWTH: NEW WAYS OF DIALOGUE WITH OUR CUSTOMERS Al-Araimi full service center • New Customer Services outlook: • “Mini SMS Bill” – check your bill via SMS (90099) • Credit alert by SMS • 20 bill payment machines • 196 – Helpdesk opens 24 hours a day 7 days a week • Dedicated Key Accounts Executives MadaPostpaid subscriptions, Hayyak kits, number changes, bill payment etc. Transparent / Fair

  12. OUR SERVICES ARE AVAILABLE ALL OVER OMAN THROUGHTHE MOST COMPREHENSIVE MOBILE DISTRIBUTION NETWORK IN THE COUNTRY • More than 11,000 point-of-sales for Prepaid top-up vouchers • Over 400 outlets for Prepaid Starter kits • Partners: Souq (al-Maha), Al Fair, Carrefour, Lulu, NTS, Loay, selected phone outlets and many others Transparent / Fair

  13. INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (I) GAMER 2005 STUDENT COMPETITION: Creating brand awareness amongst important target groups Triggering local creativity Fuelling interest among youth for knowledge intensive industries Nationwide launch of first OMANI MOBILE GAME Innovative / Simple

  14. INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (II)

  15. INNOVATIVE DIALOGUE WITH OUR CUSTOMERS: BUILDING THE BRAND THROUGH INTERACTIVE PROMOTIONS (III) • Send your Mobile Wish by SMS • Oman Mobile will work on making it come true • Innovative method to seek interaction with customer • Overwhelming response • Valuable feedback Innovative / Simple

  16. A NUMBER OF NEW SERVICES HAVE BEEN LAUNCHED WITH EASY TO UNDERSTAND PACKAGES AND BUNDLES

  17. VALUE ADDED SERVICES AND CONTENT FOR PRE- AND POSTPAID THROUGH OUR PORTAL “TAIF” Picture messaging (MMS) WAP Internet surfing (GPRS) Download latest branded & Arabic content! No activation fee; no monthly fee; pay as you go Innovative / Simple

  18. OMAN MOBILE HAS REFINED ITS NETWORK SINCE 1996 – SUPERIOR COVERAGE; FOR THE MARKET, FOR SERVING THE COMMUNITY, FOR DRIVING THE ECONOMY • Oman Mobile, Covering OVER 90% of the populated area of the Sultanate

  19. Active dialogue with international partners has resulted in improving our exciting roaming agreements and adding new ones A record 86 new agreements in 7 months 193 Roaming Partners in 81 countries, for both Postpaid & Prepaid Roaming

  20. OMAN MOBILE’S NETWORK QUALITY HAS SUBSTANTIALLY IMPROVED – NOT ON OBSTACLE ANYMORE FOR PROVIDING GOOD SERVICES Dropped Calls TCH Congestion SDCCH Congestion Call Setup Success Rate Handover Success Rate NETWORK QUALITY INDICATORS WELL WITHIN INDUSTRY STANDARD

  21. REGULATORY DEVELOPMENTS IN MOBILE MARKET IN OMAN Moved away from distance based pricing with innovative discount packages Tariff rebalancing in mobile market approved by the Regulator Commercial Agreement without regulatory intervention Commercial Interconnection agreements Agreement on prices without regulatory intervention National Roaming now provided to the new Operator Working together towards sustainable and cost effective solutions Number portability Oman Mobile Regulatory focus Work with the regulator to reduce regulatory burden for Oman Mobile & Regulator Play positive role in licensing of new technologies (e.g. UMTS) and services Together work on regulatory and government policies that will spur innovation and benefit sector

  22. AN OUTLOOK : GROWTH DRIVERS! Expectations Customer Awareness Voice - Increasing capacity Innovative pricing schemes on post paid an prepaid Data - Increasing bandwidth availability Cross platform rich content delivery Oman, April 2005 Customer does not know technology Customer will know services & quality Innovative / Simple Definitely NOT the technology!

  23. SUCCESS FACTORS AND PITFALLS FOR 3G Determining success Pitfalls in other countries • Reduce customer switching costs • Communicate services; not 3G • Boost services with local appeal • Ensure wide range of quality handsets • Clear & easy to understand pricing schemes • Human Resource Development • Develop IP engineering/network skills • Create marketing orientation towards DATA • A technology driven launch • No services to drive customer interest • No availability and limited performance of Handsets • Limited coverage • Pricing structure that does not attract data usage • Investment burden of acquiring 3G license Innovative / Simple

  24. MORE CAPACITY AND BANDWIDTH, FOCUS TO BE ON THE LEADING EDGE, NOT THE BLEEDING EDGE... Assess next steps Focus • Introducing EDGE • Increasing speed(approx. 3 x GPRS) • Complementary services • Capitalizing on existing infrastructure • 3G and beyond • Bandwidth & capacity • Services driven • Migration strategy to be shaped Gradual introduction from Sept 05 Initial investigation stage Innovative / Simple

  25. KEY MESSAGES Competition is a blessing • Stimulates the market • Accelerates the pace of transformation • Provides choices & • Benchmark Key growth drivers • Services – innovative , simple, value, relevance • Customer care – friendless, responsiveness & proximity • Network quality – leading edge! • use proven technologies & watch all indicators Dialogue is the magic tool! Professional / Trusted

  26. THE KEY DRIVER: PEOPLE Move from people who do things correctly to people who do the correct things From guarding the rules to making the rules! Innovative / Simple - Transparent / Fair - Professional / Trusted

  27. THANK YOU!

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