When the UAE telecoms regulatory authority (TRA) announced in 2005 that it would allow a competitor to the sole telecomes provider, Etisalat , the residents of the UAE clung to hope that this would allow some sort of change in service. Many professed, and still do, that they would change providers in an instant. Well, 2006 is here and the new operator, tentatively named Emirates Integrated Telecommunications Company (EITC) will launch probably H2 or Q3 this year.
What I forsee is a very similar offering in a tricky market. Going to market in telecoms is easiest within the mobile sector first, and no matter how negative anyone is towards Etisalat, let's be real here - the mobile and landline offering is pretty damn good. Mobile availability (or 'service') is always high and local call charges are very low even in the context of the Middle East market but especially in comparison to the world. There are numerous other issues that fall into the negative, such as overpriced international call charges, the banning of VoIP, restriction of some innocent web sites on 'cultural grounds', and the list goes on. The main issues that Etisalat face with regards to complaint are transparency of decision, or lack of it, some price elements and service provision in the internet and new media markets.
What we need to understand here is that EITC will go to market first with mobiles. Service will be similar and price cant get much lower. Furthermore, the TRA has a hold on price and will regulate to prevent a price war in other segments, so overseas calls will be unlikely to reduce to the extent that one would hope, at least in the short term. But also, things take time people are often reluctant to change, no matter how much they try and convince you otherwise. I think EITC will take some market and will slowly increase their share, possibly in new sign ups and somewhat on renewal.
EITC may perhaps launch their internet provision by the tail end of the year, and that should give Etisalat enough time to get their offerings into gear. But the question is this - does it really matter to them, especially in the grander scale of things? Etisalat have not hidden the fact that they wish to be a top ten proovider in the world, as far as market share. Let's be real again. That is not going to happen by staying in the UAE market. There is significant growth in other large markets of lower penetration such as Africa and the Middle East markets of Egypt, Jordan, Saudi Arabia and it is likely that Etisalat will enter some of these markets in the same way that they took a stake in the Pakistan market late last year. Expect also some other opportunistic ventures within other more competitive countires possibly in Europe. Being involved in a more mature saturated market will give Etisalat more market know how to be able to deal with their core offerings in their primary markets.
Whether Etisalat lose market share in their primary domestic market, they are not worried. They have or should have a very healthy bank account from operating as a monopoly for so long. Etisalat are more interested in long term strategy from a global perspective than losing a little ground which is a certainty that they can not change.
I look forward to seeing how the future unfolds over the coming year. Interesting times, my friends, interesting times.