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Emirates telecommunication co

Paper Type: Free Essay Subject: Business
Wordcount: 1622 words Published: 1st Jan 2015

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Company Profile

Emirates telecommunication. Co. (Etisalat) was recognized in 1976. In UAE it maintains and develops national and international fixed-line network, mobile telephony and internet access.

It trades in Abu Dhabi Stock Marketing (ADSM) since 2002. Its aim is to be one of the top 10 telecom operators in the world by 2010 

Offering a one step shop for fixed lines voices, mobile, data service to individual, enterprises and international telecommunication companies.

Reputation for launching right service to the audience at the right market and time with introduction of mobile, GSM, internet, NGN fixed and mobile broadband services. Varieties of services offered by them are hi-tech complimentary service for telecommunication industry. SIM card manufacturing payment solution, cleaning house services, peering, voice and data transit, submarine and land cable services.

Etisalat control was cancelled in April 2001 by a presidential decree and the set up after 6 month to oversee the competition and management

The 2nd telecommunications operator (EITC) was licensed in February 2006 under the brand name ‘du’ for operating services such as mobile, satellite broadcasting and internet.

New policy stated that EITC and TRA have to pay AED 123.5 for license whereas Etisalat don’t have to pay. For the renewal fee they both have to pay AED 1 annually.

Mission Statement

At Etisalat , they are actively development advance networks that will enable people to develop, to learn and to grow

Vision Declaration

World where the population arrive is not restricted by substance and distance. The population travel around the world, assembling new friends, staying in contact with family, and increasing new awareness. Trading is narrowed by expansion and is willing to attain new market. Opportunity across the world will be innovated by technologies in providing goods and services to every person



  • Good communication.
  • Coverage.
  • Request call.
  • They have been in Gitex for many years and now they are going to be present at this year have been with increased strength in Gitex.


  • No free face booking.
  • Etisalat has a competitor (du).


  • Other telecommunication is getting smarter.
  • Etisalat the 1st operator in the country so it has gathered more people then other operator who will enter the market.
  • Since it is old most of the people prefer Etisalat


  • Arabian Business found that more than half of Etisalat’s Blackberry customers are planning to ditch the telecoms provider.
  • If they don’t respond to the new operator then other company can takeover them.

Short Term Planning

Etisalat quality and variety of services will retain its marketing lead competitor next year, Etisalat incumbent Telco faces competitor for the first time in its history. Its is a development that should not surprise the firm, as it believers it is doing enough to prepare its staff and infrastructure to offer a superior service to gather more customers.

Long Term Planning

Etisalat has announced plans to launch navigation software for its BlackBerry service.

The Garmin Navigation services will be accessible for the GPS enable BlackBerry models, and give UAE users a visual and voice based services, with turn by turn instructions for specific street addresses or points of interest.

The opening of the Garmin mobile application for BlackBerry will be a very welcome and affordable addition for BlackBerry users and will turn their BlackBerry handset into an extremely useful tool to help them navigate their way around different cities in the UAE from their perspective, this is the first step in Etisalat’s efforts to allow users to transform their BlackBerry into much more versatile and powerful device with the promise of more value added applications in the near future

PEST Analysis

Political factor

  • Environmental concerns
  • Corruption
  • Trade law
  • Internet regulation
  • Concerns over radiation from mobile telephone
  • Converged regulation

Economic factor

  • Fluctuation in the economy
  • Overall economy
  • Network element
  • Security

Social Factors

  • Shift towards the information society
  • Mobile society
  • Commercialization of the home
  • Internet at home
  • Changing population demographics

Technological factors

  • Wireless and mobile communications
  • Convergence
  • Residential VoIP
  • Real time and on demand communication

Organization Chart of ETISALAT

Managing director formwork the board of director and are responsible for launching strategy and overall business direction, at the same time middle managers have responsibility for a precise function such as finance or marketing

Etisalat is wide chain of command , and is the formal line of authority, communication, and responsibility within an organization, It is recognized as a superior and subordinates relationships in the organization structure, It clearly shows organization chart and allows one to visualize the lines of authority and communication within an organization structure which ensures clear assignment of duties and responsibility of each department

Hierarchical organization of Etisalat is tall with narrow spans of control, which gets wider as the structure moves down.  Etisalat follows centralized management structure because most important decisions are taken at the centre or by senior management.

A world where people reach is not limited by matter or distance by this Etisalat shows that they follow customer culture.


Staffing is done by the HR department. Following are the process:

1. Planning

Job description

Etisalat outline the responsibility and duties to be carried out by the employee employed to do a specific job.

Job title: IT Manager

Department :Marketing

Role specific:

  • Networking
  • Telephony
  • Training and Lab Maintenance
  • Internal Systems
  • Help Desk Administration
  • Asset Management

Working conditions:

  • Five days a week
  • Eight hours a day
  • Four week holiday in one year

Job specification

Etisalat includes education, experience, characteristics, skill, knowledge and overview of the job requirement e.g.  Experience of 4 to 5 yr in IT manager, MBA degree in BSIT

2. Recruitment

Internal recruitment:

  • Employee referrals
  • Staff notice board
  • Staff meetings
  • Staff magazine

External recruitment:

An external candidate of Etisalat has to register on the website to apply for any job and tracking the Application. Email ID is (help@etisalat_careers.ae) the following are the various steps involved in the process

  • Register at Etisalat recruitment website
  • Registered candidate searches for jobs
  • Add suitable jobs to the job basket 
  • Apply for a job
  • Track status of the job applied for 

3. Selection

The Etisalat does SHL’s in depth to assess the employee key skill and competencies required in IT manager. They select a employee who fit in a role in order to match the right employee to the right place , with this analysis they will ensure that employee achieve best value and minimize the risk associated with selection process

The following are the step which Etisalat follow:

  • Access ability
  • Access personality
  • Access motivation and values
  • Access competencies

4. Orientation

Once Etisalat selected an employee for a particular department then the organization or HR department conduct an orientation program for the new employee. They introduce the existing employee with the new employee. Then they explain the new employee about the rule and regulation of Etisalat

5. Training and developing

They are committed to developing the United Arab Emirates national work forces as an organizational priority. Etisalat has been repeatedly identified as the best employer within UAE national’s background

Their training programs span a number of areas of specialization and address a range of educational professional background

6. Performance Appraisals

The Etisalat monitor and measure the performance of the candidate which they employed generally in term of quality, quantity, cost, time, etc.

The method Etisalat uses in the performance appraisal are:

  • BARS
  • Management by objective
  • 360degree appraisal
  • Behavioral observation scale

7. Compensation

Etisalat HR department provide to their employee with compensation if they do good work like bonus, health life insurance, life insurance, etc.


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