Home / Etisalat adds to channel portfolio with Cellucom

Etisalat adds to channel portfolio with Cellucom

GCC-based telecommunications network operator Etisalat has expanded its portfolio of channel partnerships with the recent appointment of Cellucom as one of its retail partners.

GCC-based telecommunications network operator Etisalat has expanded its portfolio of channel partnerships with the recent appointment of Cellucom as one of its retail partners.

The move comes as Cellucom continues to implement its aggressive expansion strategy by boosting its ‘mobility product’ range.

“Cellucom today is one of the fastest growing retail chains in its segment,” said Essa Haddad, chief marketing officer of Etisalat. “Its extensive retail network of over 35 retail locations within the UAE will assist Etisalat in serving our customers more effectively.”

Haddad also claimed that the tie-up reflects both companies’ aim of adopting a service-orientated model of customer care. “Visiting Cellucom’s retail stores will be a convenient way for our customers to learn about and access Etisalat’s products and services,” he said.

“Etisalat will be introducing a steady stream of exciting new services to the market and the Cellucom relationship will bring additional channels enabling us to launch these products more effectively.”

The deal means that customers can access products such as pre- and post-paid mobile cards as well as E-vision and Al Shamil broadband services at Cellucom outlets nationwide. Etisalat also claimed that its customers would be able to pay their subscription bills at Cellucom’s showrooms in the near future.

Arun Nagar, managing director of the Cellucom Group, claimed that the company’s position, as both a distribution and retail company, meant it was in an ideal position to offer value-added service to both Eitsalat and its end-users.

“We are extremely pleased to be collaborating with Etisalat in reaching out to its growing customer base. By virtue of being present in the entire value chain – due to our close relationships with the principals, service providers and consumers, Cellucom will also be able to serve as a valuable conduit for customer feedback, which can then be passed on to Etisalat thus enabling more customer-focused product launches.

“Cellucom has enjoyed a stellar reputation among GCC consumers for many years, through consistently supporting our customers with excellent and value-added service.”

The move will see the network operator open Etisalat-branded in-store outlets across Cellucom’s retail network. Cellucom stalls will also open in Etisalat business centers.

The move complements Cellucom’s strategy of pitching itself as a ‘mobility products retailer’ by specialising in fast moving consumer goods, such as mobile phone handsets and accessories, mp3 players, notebook PCs, PDAs, as well as raft of other wireless devices. Cellucom also intends to augment its retail presence in the GCC by adding to its 50 stores and 60 in-shop outlets by opening a further 25 outlets in the UAE before the end of 2007.

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