'Pioneering technology for today and tomorrow' - Etisalat presents vision and strategy for 2007

This summit gathered leading figures from across the world's telecommunications industry and was led by the region's most respected telecommunications provider, Etisalat. Essa Al Haddad, Etisalat's Chief Marketing Officer, delivered the inaugural key note under the title "Pioneering Technology for Today and Tomorrow's Customers".

"For three decades we have played a key role in driving and supporting the UAE's prosperity," Essa Al Haddad, Chief Marketing Officer at Etisalat announced. "We created a world-class communications infrastructure for the UAE, enabling UAE companies to compete on a global stage. In doing so we have helped our country to take its place amongst the great nations of the world."

During his presentation, Al Haddad acknowledged that customer understanding and knowledge is at the core of Etisalat's strategy and highlighted key successes that have been made over the last 12 months. These include achieving over 135% mobile phone penetration and 60% Internet penetration, supported by over 200,000 broadband users.

Etisalat's 'Office on the Move' strategy is helping to drive this growth. Etisalat supports professionals in their work through the company's extensive and comprehensive voice and data network coverage and quality, its 420 international roaming agreements for both voice and data and its position as the exclusive provider of BlackBerry mobile Internet services in the UAE.

"Our customers are crying out for more time - more time to spend achieving business success, and more time to spend with their families - we can help our customers achieve these goals," Al Haddad continued, citing a recent YouGov poll that surveyed a cross-section of 500 UAE residents and which reported 94% would like more time with their family and 89% desired more flexible patterns of working.

Etisalat's Chief Marketing Officer also highlighted the company's powerful array of rich multimedia services, many of which are exclusive to Etisalat or, like 3G, were introduced in 2003 in the UAE before any other Arab nation. Mobile Television using 3G/3.5G technology was first introduced by Etisalat into the UAE in 2004 and was officially packaged and brought to market as a subscription based service this year. Etisalat has also been investing in developing mobile television on Digital Video Broadcast for Handheld technology (DVB-H), which is on display for the fourth time at its stand within the main exhibition area.

"Our marketing push for mobile TV during the recent cricket world cup led us to achieve our one year target for subscribers to mobile TV almost ten-months early. And this is only the start. Personal TV with programming tailored for our customers - programming that they tell us they want - is the future because our customers are asking for it," Al Haddad said.

Etisalat's contribution to UAE society also extends to those who have difficulty in enjoying the benefits of technology. Etisalat offers video-enabled talk services, which allow sign language to be used, and Etisalat's text-to-voice service enables people to communicate quickly and more conveniently. Etisalat is also embarking on a campaign to support those with special needs and bridge a digital divide. We are building on the innovations we have already developed to enable people with special needs to live richer, more fulfilling lives."

In conclusion, Essa Al Haddad discussed the future of convergence and the unstoppable, ubiquitous way technology will interact with every day life. "As devices become 'smarter' they will help save people time. We should let the machines work, so that people have more time to think and enjoy their lives - this is how we see our role."

Etisalat is presenting at MECOM during April 22-25 and has the exhibition's largest stand. It is displaying its leading innovations for corporate and individual consumers.