Etisalat calls for increased focus on customer satisfaction among telcos

"Too often in the past, there has been an impulse in this industry to create innovations and applications that do not necessarily improve the product, and may even over-complicate matters," said Essa Al Haddad, Etisalat's Chief Marketing Officer. "Adding bells and whistles for the sake of it just won't cut it any more. Consumers today demand innovations that provide them with actual benefits."

Etisalat's array of 'Lifestyle Enhancers' are being held up as a prime example of this customer-centric philosophy. Spanning the wired and wireless segments, the company's latest products and services are designed to provide convenience, reliability and functionality. Among the wireless innovations on display:

Pushmail: Etisalat's Pushmail service brings email directly to customers' mobile phones, without the need to go through the browser and download mail. This service enables people to remain connected to their contacts and information even when they are on the move. Etisalat's Pushmail service will be on offer between the 6th and 13th of September, and customers will be able to use the service for free for a month from the date they sign-up.

Instant Messaging: Extending the popular online facility to the mobile phone, Etisalat is preparing the roll-out of its mobile Instant Messaging solution, and demonstrating it at GULFCOMMS. The service will enable customers to sign in to messaging services from Etisalat Messaging, and very soon international providers such as MSN and Yahoo, and chat with their contacts over their mobile phones.

Phone Back-up: Etisalat is offering customers up to 1GB of online storage space to back up data from their mobile phones and SIM cards, to ensure that information is not lost. Customers will soon be able to store their contact lists, calendar entries, SMS and MMS, photographs, wallet and other mobile data, which they can access at any time.

Messaging Manager: Primarily for companies that use SMS and MMS to reach out to customers and other stakeholders, this application allows them to draft a message and distribute it from their computers, providing increased flexibility and control. Small and Medium Business or home offices can vastly increase the effectiveness of their communication reach with just the click of a button.

Multi IMSI: This service is for customers who use more than one Etisalat SIM card. With Multi IMSI, customers can install up to four mobile numbers in one SIM card, removing the need for multiple SIM cards or mobile handsets. To send messages and make calls from a particular number, the customer simply selects the default number using Etisalat's easy-to-use mobile menu.

Etisalat Hotspots: Etisalat is demonstrating the enhanced wireless Internet access capabilities (WIFI) for Laptops, PDAs and other compatible mobile devices. This service can be used with Etisalat's prepaid cards or with Etisalat accounts such as Al Shamil and Dial Up in more than 250 different public locations around the UAE including airports, malls and cafés.

Etisalat's demonstrations at GITEX also include a number of services aimed at improving the lives of its wired customers. Among these are:

Al Shamil 4MB package: Etisalat is demonstrating its latest Al Shamil package, targeted for the home user of broadband Internet. The new package brings speeds of 4MB, enabling faster downloads and an enhanced browsing experience. The package is scheduled for release soon.

Fixed Line Services: Etisalat will be demonstrating Fixed SMS service, which enables fixed line customers to send and receive SMS just like mobile phone users. Also on the stand will be details of the latest calling plans available for Etisalat fixed line customers such as the Favorite Country plan and the Global Friends and Family plan. Another demonstration will be Siemens' new cordless phones which combine the functionality of a fixed-line telephone with the advanced features of the mobile phone, providing customers with a new way of communicating in the home or office. Two new models are the Siemens S445 and S450.

Triple Play: Triple Play solutions demonstrated on Etisalat's stand brings the convergence of fixed telephones, broadband Internet and cable television to customer premises. This mode of service delivery is revolutionizing the communication possibilities within the home. It not only brings all services over one link, but it is also the first step towards the provision of many advanced and futuristic services.