Saeed Al Hamli has more than 22 years experience in the telecom industry, he has held a range of managerial and executive positions, and has worked in the UAE and beyond. From 2007 to 2011, he worked as the CEO of Etisalat Afghanistan where he was recognized for achieving excellent business and operational results, read on as this exclusive interview unveils his dreams and ambitions…

After one year in Egypt as Etisalat CEO, how do you see Etisalat in 2013 compared to Etisalat in 2012?
Without a doubt, Etisalat is one of the biggest telecommunication companies among Etisalat group, and according to our figures, Etisalat was one of the top performing companies among the group this year. We are always looking for innovative ideas; we are blessed with our employees who are the company’s main asset, and they are the reason behind our success through their hard work and accurate planning. When I came to Egypt I wanted to make some changes to increase the revenue streams for Etisalat and also to ensure the company’s sustainability. I have a strategy of three phases when I start working at a new place; first is getting to know about the new place, second is planning and putting the right strategies, and third is the implementation.

From your point of view, what criteria make the Egyptian market easy or aggressive for any mobile operators?
The areas that make the Egyptian market aggressive or difficult could be considered the same areas that make it challenging and an opportunity. One of these areas is the regulatory framework, which needs a clear vision and a lot of improvement in order to enhance the telecommunication sector in Egypt. One other area that needs to be enhanced is expanding in the usage of fiber optics in Egypt. If the telecommunication sector becomes strong, it will directly impact, strengthen, and nourish many other sectors. Last but not least, the current economic and political situations in Egypt are factors that will make these problems take some time to be solved.

What is your vision for Etisalat for the coming three years?
Etisalat is growing fast year on year. But still we want to tap on new segments like healthcare, education, and machine-to-machine. We are now building our new premises at smart village, and we will have a huge data center over there to support our customers. It would probably be the biggest data center in Egypt. We are now the leaders in the data market and are planning to maintain this position by providing the latest technology and best service to our customers through having new and innovative ideas. We are planning to launch an Innovation Center in Egypt that will support and serve Etisalat Misr as well as Etisalat group.

There are more than 100 million mobile users or lines in the Egyptian market! Don’t you think that the market has reached its maximum? Is the market going into the “take &run” strategy by approaching competitor’s client only?
I think that we still have the opportunity to have new types of customers who will want to use our technology in new areas such as the machineto-machine technology. As for the current existing subscribers, we need to improve the service that we offer to them, to have added value and better coverage. You need to keep differentiating yourself from other telecommunication companies in order to keep your existing customers, and obtain more. The customers care most about the kind of service you actually offer to him/her, and at what price.

How do you see a fourth mobile operator chances coming into the Egyptian market? Why?
When Etisalat entered the Egyptian market in 2007, the penetration rate was less than 40%, the prices were reasonable to compete over, and Etisalat offered 3G service for the first time in Egypt. All this has nurtured the Egyptian economy very much, and raised the bar for all three operators to strive to offer their subscribers the best products and services at the most reasonable price. The situation now is completely different; the penetration rate has exceeded 120%, and the prices have fallen down to become the lowest among the world. I do not see much a fourth operator can offer the market that will attract more new subscribers or increase the penetration rate. Rather, the case will be that it will attract from existing customers, causing more pressure on the existing operators, who will have to reconsider their expansion plans, their investment in the network, among many other things. We will enter into a spiral movement downwards rather than upwards. 

The subscribers now are so demanding, are you planning to have different marketing activities that can exceed their expectations? How?
I am happy about that. It is very important to have demanding, well acknowledged subscribers, because this kind of customers can easily recognize who is providing the better market offerings, and differentiate between the superior and inferior services. They can also give you the true feedback about your service. We will be having new marketing activities throughout this year to exceed our customers’ expectations. We have done it before many times, and this year is no different.

What is the goal of the year 2013 for Etisalat?
The goal is to grow further. There is no limit for our aspirations, and we see ourselves capable of taking on a better position in the market.

Have you ever wondered who the man behind Mobinil’s success story is…? Well, here’s an exclusive chance to meet Yves Gauthier, who joined Mobinil bringing with him extensive experience in the field of Telecommunications, accumulated over many years, by assuming various executive positions in multi-national operators around the world, read on as Mr. Gauthier unveils his exceptional perspective on the future of Egypt’s mobile operating market…

Prior to Mobinil & November 2011 you served in Tunisia, Netherlands, Romania, USA, and Mexico & of course France, what is different about Egypt? What is special about each country in terms of business?
Well, before working in Egypt I used to work in Tunisia and because of the common work between Egypt and Tunisia, I used to visit Egypt from time to time and got to know some things about it. As a country Egypt is going through a lot of obstacles and hard times nowadays but at the same time Egypt is building its future for the coming hundred years now. In order to have democracy you must pay the price. And about how Egypt is different from other countries, of course it is. Every country has its mentality, culture, different ways to proceed and we have to understand that and adapt to that. And I must say that culture is affecting business so business in Egypt for sure is different from business in Netherlands or Canada or whatever.

From your point of view, what critic makes the Egyptian market easy or aggressive for any mobile operators?
The market in Egypt is extremely competitive, but the problem is that prices in Egypt are low so the revenue we get from customers are also low and the expenses we pay are just the same like any other country.

What is your vision for Mobinil during the coming three years?
Well I guess any vision or plan for Mobinil for the coming years must depend on the rules and regulations of the country, I heard that here in Egypt they are preparing to permit to give universal licenses which can be an opportunity or it can’t be that depends on the way they will do it. What we are aiming for is full liberalization for the market, that we can put our own infrastructure, that we can get an international gateway. That the market becomes equal to all the companies and give all the same rights and apply the same rules on all. I would like to add that it is difficult to see where Mobinil will be after three years from now but what we are sure about where we want to go and we believe that the future is for the multimedia, data, and broad bands. This is the way we have to take. But first we must build in Egypt solid and strong infrastructure in order to offer the 4G.  

There are more than 80 Million mobile users or lines in the Egyptian market! Don’t you think that the market has reached its maximum? Is the market going into the “take &run” strategy by approaching competitor’s client only?
I think that we reached the maximum that we can do for now from taking customers from the other two companies or even to have new buyers. I believe that every company should focus now on the new usages, the new technologies and new generations of broad bands than taking customers from other companies, as I know that our growth will probably come from the new services and the new usages and technologies that we should promote or offer to the customers and then we can get new customers easily. There are two things that the customer can choose upon to change from one company to other which are; price and service. The prices are almost the same now among the three companies so what counts is the quality of service and what you offer.

Do you apply Six Sigma Strategies or any other methodology in minimizing defects and increasing opportunities in maximizing both revenue and GOP?
We are not applying specific methodology but we are always working to maximize revenue, and minimizing the cost. I believe that the best methodology is that everyone focus in his job and do his best to achieve his goal.

How do you see a fourth mobile operator chances coming into the Egyptian market? Why?
If there will be a fourth mobile operator they must focus on the new technology, the broad band and the multimedia services. And for sure they have chances if they provide the right service and product to the right segment. And of course we are prepared to lose some of our market share if there will be a fourth mobile operator.

The clients now are so demanding, are you planning to have different marketing activities that can exceed their expectations? How?
First, there are different types of customers and not only one type and each one are not asking for the same sophistications or the same services. What is important is that you give the customer what he expects, what he pays for. We should meet all the customers’ expectations.

What is the goal of the year 2013 for Mobinil?
Our goal is to change the revenue of 2012 to a better one in 2013.