Etisalat Case Study

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ETISALAT’S Strategy and Solutions to Compete in the Global Market

MEM – 509 I.T. Management Case Study

Raza Mohammad Shaik

Submitted to Dr. Muhammad Anan

Table of Contents

Abstract 3

The Strategy 4

The Business and Consumer Solutions 6

The Supply Chain Model 13

Conclusion 15

References 16


Emirates Telecommunications Corporation (Etisalat) is a UAE‐based telecommunications services provider, currently operating in 18 countries across Asia, the Middle East and Africa. Etisalat is considered the 13th largest mobile network operator in the world, with a total customer base of 100 million. Etisalat Has recently announced several ambitious strategies to take the corporation into the forthcoming era of competition.

The Strategy

Etisalat is a leading telecommunications corporation offering a different kinds of solution for mobile and data services to the individuals, businesses and international telecommunications companies, ISPs, mobile operators and content providers. Etisalat reported annual Net Revenues of AED 31.929billion and Net Profits of AED 7.630 billion for the year 2010.

Headquartered in Abu Dhabi, UAE, Etisalat is the largest operator in the Middle East and Africa regions with a market value in excess of AED 80 billion (US$20 billion) and annual revenues of approximately AED 30 billion (US$8 billion). Etisalat has one of the highest credit ratings for a telecommunications corporation in America, The Middle East and Africa and is the second highest rated telecom company globally on the Fitch rating scale and fourth highest on S&P and Moody’s rating.

Etisalat has always known for its market intelligence and business strategies, Etisalat offers wide variety of promotions that can be afforded by any class of the society. It is the largest carrier of international voice traffic in the Middle East and Africa and the 12th largest voice carrier in the world. Etisalat is a major investor in Thuraya, one of the world’s...