ltBehind Etisalat’s Marketing Magic
New CMO Wael Abou ElEla
First of all we are focusing on providing a wide scope of services and information for smartphone users — this will be the big arena. We don’t want to focus just on entertainment services — we will be looking more and more at value-added services for the end users that enrich their daily life activities. An example of this can be educational or health-related services, mobile banking, or be a go-to source of information about jobs or fertilizer prices,” CMO Wael Abou ElEla says.
“We are revamping Fawzy now and reintroducing it using a different approach and strategy that will add value to the proposition.” The way Abou ElEla sees it, mobile operators’ prices and tariffs cannot decline any further without compromising profitability.“Egypt’s price levels are now among the lowest in the world so people are not looking for a better deal or a lower tariff anymore,” he says, adding that given the mobile operator’s costs, prices can’t come down any further without compromising profitability “It’s not that we don’t want to make money, but we will do this in a way that adds value to the customer and at the same time enhances our revenue from new streams,” he clarifies.
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