Etisalat Report Analysis - Case Study Example

ETISALAT REPORT ANALYSIS Name Institution Etisalat Report Analysis Etisalat Problem There are several problems and issues within organizational operations, which create hurdles in its growth. With the rising competition within the telecommunication industry, Etisalat faces numerous challenges including supply chain management, network connection, and poor communication strategies. These problems require much attention of the management and require an immediate solution to ensure maintenance of the required status within the telecommunication industry. The major problem within the company is associated with its GSM facilities. Within telecommunication industry, network is critical in ensuring the attraction and retention of the customers. Through the research undertaken by the company on its operations, the management realized the seriousness of the issue relating to the quality and availability of the network that most consumers face. Most Etisalat consumers complained of the network stability provided by the company’s GSM services. Another connection problem associated with the network provision is on the BlackBerry phones with showed poor connectivity (Gara, 2009). As a result, most customers feel reluctant in purchasing BlackBerry phones from Etisalat since they faced connection problems and getting their unlocking codes required for their smartphones. According to the company’s management, the controversial software upgrade that it sent to the BlackBerry users contributed to the battery problems in “a very limited number of devices.” The software aimed at improving the quality of network connection for various users after several allegations that it contained some digital eavesdropping tool. Recently, the company remained silent on the controversy that surrounds the software patch, which caused the mobile handset to overheat and rapidly contributing to power loss. Analysis and Evaluation  Communication systems within any country or industry play a critical role. In the current media world, communication is considered an important pillar in development. Within the businesses, communication is important in every aspect: from manufacturing of the products to manufacturing. Etisalat Company faces critical situations in doing business with most problems associated with an internet connection, which makes it important for the company to focus on various factors to ensure the provision of quality services, rather than focusing on factor, profitability. Telecommunication companies and phone manufacturers often work together to ensure that the products and services are readily available to the potential customers. Focusing on various factors might assist in establishing the long-term aspirations of the company. In Etisalat, the communication system is very weak which makes it difficult to maintain the required competitive advantage (Deloitte Technology, 2013). According to the management of the company, the problem is associated with a series of upgrades that it has been carrying out on its network. The majorly affected phone is BlackBerry, which had internet connection problem that prevented the users from accessing the internet and sending and receiving their emails. However, the company claimed to have resolved the issue with consumers citing that the problem perseverance with most complaints coming from the RIM device users. The problem originated from the company’s international carrier link after the company undertook a priority investigation in a bid to resolve the problem. Every business aim is to make and maximise profit while ensuring customers satisfactions. Competition is becoming very stiff that Etisalat risks losing some of its potential customers. Besides, the company experiences high competition associated with the treats from new entrants making more products readily for the customers. Therefore, it is important that the company leverage such competition with the provision of quality services to the potential customers. While the company experienced connectivity in internet connection, its major rival operator, Du remained unaffected citing that it neither experienced technical problems associated with the international carrier nor other technical issue that could seriously affect its BlackBerry services (Cole, 2013). Moreover, the company’s BlackBerry suffered from the dramatic reduction in battery life after the company pushed a faulty piece of the software to the users of the RIM-manufactured device. According to Etisalat’s management, the company designed the patch with an aim of addressing the problems that affect the transition from 2G and 3G cell sites. The upgrade was important since it was a requirement to improve particular associated with the handover between 2G to 3G network coverage localities. The conflict in the settings in some of the BlackBerry devices contributed to a slight technical fault while upgrading the device software. The major factor that could lead to loss of more customers is the fact that most computer experts alleging that the software aimed to intercept and monitor the text messages and emails, bypassing the strong encryption, and security system of the BlackBerry phones (Kolachi & Akan, 2014). According to some Etisalat internet users, the copy of the software patch that they uploaded over the internet had some application files identified as “interceptor” which had SS8 stamp. The SS8 Company provides communication operators with the monitoring and interception systems. The study undertaken by Nigel Gouraly who undertook the analysis of the code and shared the information online established that software forwarded the message to a different server, which breaks through BlackBerry security. To resolve the matter, the company is advising the customers to contact their call centre to assist in resolving the problem completely; however, the call centre agents advised the customers to disable the programme through the application setting on the BlackBerry phones. Discussion of Alternatives There are several methods of attracting the telecom customers rather than focusing on the problematic upgrade of internet connectivity. Although transition from 2G to 3G is important as it ensure improvement in internet connection, the company needs to be ready to handle the shortcomings associated with unforeseen results. An improvement in organizational quality of internet could assist to attract customers; nonetheless, if the company receives negative comments, then institutional reputation might be at stake, which affects the operations of various related activities. With telecommunication, the contents of marketing strategies need to focus on integration of various activities to increase the level of engagement, generation of revenue, and leveraging the products and services that it provides. In telecommunication, the privacy of the client is critical and provision of quality connectivity. Such poor connections form the basis of company’s weaknesses that potential competitors might use in acquiring their desired competitive advantage. Considering the diversity and operational scope of telecommunication industry, there need that Etisalat has an acute understanding of different customers that it serve. Moreover, the company needs to remain cognizant with a view that not all contents please its potential customers. Recommendation Several factors affect the network experience by the end user including technological accessibility or the physical medium, various elements of the network that majorly cause network traffic, the general architect of the network, and the link from the telecom company to the rest of the world. These factors form the basis of improving connectivity within Etisalat. Etisalat needs to manage its network elements through upgrading the old version with faster, “switching fabric” and parallel processing capabilities. Technologies often change with time with new entrants coming with devices that meet specific needs of the customers (Spotfire Blogging Team, 2013). While developing a smartphone programme, there is a need to guarantee its efficiency and conveniences. In telecommunication, upgrading the connection means enhancing performance; however, Etisalat failed to test the compatibility of the upgraded programme with most BlackBerry phones leading various inconveniences that could lead to a negative influence on organizational reputation. Moreover, the company needs to improve and evolve its network architect through minimizing its protocol switches across the traffic’s path as implemented in the 4G/LTE networks, which uses the core and transition parts of the mobile network which are transferred to all the IP networks that requires fewer network elements and less translations. Opportunities and Strengths across the borders Telecommunication operators are increasingly experiencing various challenges in the digital era. The communications tools based on the internet are dramatically reducing the traditional profits associated with telecom operators. Besides, the needs of the customers are continuously changing making it hard for some telecommunications across the globe to sustain. For the experienced telecom operators, the best strategy involves building up an open platform that would attract participation of various service users. Globally, most telecommunication providers are finding hard to shift to the 4G network, which is critical in ensuring efficiency and speed especially in the current techno-environment. Therefore, upcoming up with 4G network in the modern environment presents both the opportunities and strengths in a company. However, the standard of choosing and timing the market is critical in ensuring the desired competitive advantage. Entering into the market with a 4G networks offers an opportunity of seizing the future networks (Bevir, 2009). Besides, the mobile internet and big data would create huge opportunities for the telecom operators in the near future. Telecom operators are in control of the last mile of mobile development as they ensure efficiency and reliability in internet connection. Therefore, the companies operating the 4G network would share the future profit from the internet market. There is also need to improve customer loyalty and increasing the cost of migration while changing the mobile numbers and service provides to ensure management of large user base with an aim of winning the market share in the mobile internet environment. Such strategies would ensure that telecom operators secure a large number of end users by lowering the cost of android-based devices. References Bevir, G. (2009, October 6). Etisalat users hit by more network problems - - ITP.net. Retrieved May 11, 2016, from http://www.itp.net/577846-etisalat-users-hit-by-more-network-problems Cole, A. (2013). Analysis of Etisalat. Munich: GRIN Verlag GmbH. Deloitte Technology. (2013). The telecommunication industry: Challenges & opportunities | Deloitte China | Technology, Media & Telecommunications | Telecommunications, Challenges, Opportunities. Retrieved May 11, 2016, from http://www2.deloitte.com/cn/en/pages/technology-media-and-telecommunications/articles/telecommunication-industry-challenges-opportunities.html Gara, T. (2009, July 15). Etisalat: Blackberry problem 'limited' | The National. Retrieved May 11, 2016, from http://www.thenational.ae/business/telecoms/etisalat-blackberry-problem-limited Kolachi, N., & Akan, O. (2014). HRD Role in Organizational Development (A Case of Corporate Thinking at ETISALAT, UAE). IBR, 7(8), 101-112. Spotfire Blogging Team. (2013, March 18). Analytics to Retain, Attract Telco Customers | The TIBCO Blog. Retrieved May 11, 2016, from http://www.tibco.com/blog/2013/03/18/applying-price-optimization-to-retain-attract-telco-customers/ Read More