Differentiation in price isn't going to suffice, says du CCO

UAE operator positions itself as a 'challenger' brand
Fahad Al Hassawi, chief commercial officer, du (Copyright- ITP images)
Fahad Al Hassawi, chief commercial officer, du (Copyright- ITP images)


Operators must innovate by creating new digital services if they are to survive and thrive, rather than focusing solely on pricing and tariffs to compete, according to Fahad Al Hassawi, chief commercial officer at du.

In an exclusive interview to CommsMEA, Al Hassawi talked about the digital transformation journey of the UAE telco. When asked about the decline in ARPU in the 2016 results, he said that it's an industry trend, further adding that at times it’s a healthy sign of penetration. "The more you penetrate into the market, and the deeper you go into different sizes of wallets, the ARPU figures tend to change too."

With EITC set to launch Virgin Mobile in the UAE, Al Hassawi said that he does not see much risk of overlap between the Virgin and Du brands. "Though du and Virgin Mobile might have some commonalities, each has its unique appeal and customers can choose based upon their preferences. The two brands will complement each other," he adds.

Sharing an interesting point of view on new revenue streams and business models for telcos, Al Hassawi says how it might be a great idea to do something similar to the model of hospitality industry, wherein hotels charge different fees for different levels of services offered to the customers. Customers might be willing to pay a premium for a great level of experience, and the key to that would be to understand closely the needs and preferences of various kinds of customers in the market.

For the complete interview with Fahad Al Hassawi, stay tuned to CommsMEA.  

Editor's Choice

The robots are coming: Impact of AI on executive search
As the technology industry’s elite struggle to agree on the potential impact of AI and a raft of people queuing up to advise on the potential disruption it will cause, this article by John Curtis-Oliver, Partner at Boyden studies the potential impact on the executive hiring and the executive search industry.
Saudi Football changes pitch from MBC to STC
The news comes just a few days after the release of Saudi businessman Waleed al-Ibrahim, who has management control of MBC. Reuters reports senior Saudi officials saying that Ibrahim agreed to an “undisclosed settlement after admitting to unspecified violations”.
HetNets: paving the way for “ultraband” age
Over time, telecom operators will provide consumers with a “universal connectivity” service (to rule them all), incorporating Wi-Fi and mobile broadband as a single resource, in an “always best connected” mode, leading to an ultraband connectivity service.

Don't Miss a Story

You may also like

Batelco aims for net profits in the range of BD40 - 45 million in 2018
Operator group's net profits for 2017 declined significantly though the company managed to grow its revenues organically for the first time since 2009
#MWC2018: Spotlight shines on 5G, IoT and AR
Hard to predict what will ‘turn around the fate’ of telecom operators, but there is potential for those who can play the role of enabling platform for new digital services and players, as well as for new features and capabilities across traditional industries, says Luis Cirne, partner, communications, media and technology (CMT) practice at Oliver Wyman
VIVA Bahrain facilitates TRA's SIM registration at UAE Exchange branches
In addition to buying VIVA prepaid recharges and paying post-paid bills, customers can walk into any of the nearest UAE Exchange branch and complete their mandatory biometric registration.
FTA Channel enters new phase in video delivery with SES and MX1
The non-linear distribution service provided through SES's wholly owned subsidiary, MX1, will be the first of its kind in Equatorial Guinea.