STC targets 3G users

Saudi telco behemoth STC is no stranger to GITEX Saudi Arabia, and this year’s exhibition is no exception as the operator looks to stamp its authority ahead of the process to award the Kingdom’s third cellular licence and second fixed-line concession later this year.

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By  GITEX Times staff Published  April 18, 2007

Saudi telco behemoth STC is no stranger to GITEX Saudi Arabia, and this year’s exhibition is no exception as the operator looks to stamp its authority ahead of the process to award the Kingdom’s third cellular licence and second fixed-line concession later this year. With over 13 million mobile subscribers and 4 million fixed line users, STC’s recent efforts have become sharply focused on a programme to retain subscribers in the face of the growing number of competitors set to enter the market in the coming 12 to 18 months. The telecom is giant is utilising GITEX to show how far it has come in delivering what subscribers want and delighting them with an array of technologies and applications designed to improve their user experience. In previous years customer service and customer retention efforts were virtually an unknown or at best unnecessary consideration for STC, though this position has been modified due to changes in the competitive landscape. “The education of subscribers of the services we offer is a key point,” said Saud Al Dowaish, president of STC. “The customer wants a service that really helps him or her in life and that he or she understands. They do not care about what technology you give them and that is what STC has tried to do from the beginning. We have not sold out customers technology, we have sold what they need and the services that they require.” STC is as an organisation that is devising its own strategy while keeping informed about the developments in its local, regional and international environments in order to maximise return on investment. Al Dowaish says that the main messages that STC is conveying at this year’s GITEX Riyadh event include the telecom operator’s ambitions to maintain leadership in the wireless space, while also pushing the 3G services. Al Dowaish is also keen to see STC’s efforts in the broadband space recognised throughout the Kingdom given the company’s massive project to add an additional 1 million DSL broadband lines. “The key driver for the development of technology is the customer,” said Salman Abdulaziz Al Badran, head of mobile networks at Al Jawal. “We believe we are moving in the right trend and continue to assess the market conditions for [the introduction of] new technologies.” “I am going to roll out good services that the customer likes - [my objective is] not to be [just] the first, but to be the first to offer the best service,” Al Dowaish asserted.

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