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Etisalat highlights retail credentials

by Stuart Wilson, Monday 18 May 2009

Telecoms giant Etisalat is showcasing its retail credentials at this week’s Digital Consumer Channel (DCC) MEA event. As a Platinum Sponsor at DCC MEA, Etisalat will use the opportunity to promote its channel engagement model, highlighting a broad array of products and services designed to maximise the retail opportunity.

Khalifa Al Forah, VP consumer marketing at Etisalat, said: “Etisalat is a dominant market leader with three decades of heritage and a pedigree of innovation that puts us in a league of preferred partners for retailers. Etisalat also offers a healthy return on investment to its retail and channel partners and assists them to drive footfall in their stores.”

“DCC is a leading event in the Middle East that focuses on bringing together retail and channel partners on a single platform. By participating in this event, Etisalat wants to showcase its products and services portfolio to this key audience, strengthen its existing retail alliances and also explore the opportunity of creating new strategic partnerships,” he added.

Etisalat’s retail channel reach is already impressive. The company works with more than 25 major retailers offering reach into 700-plus stores. In addition, Etisalat also works through a network of 5,000-plus resellers while also running a number of its own Etisalat-branded outlets.

The opportunity to combine cutting-edge devices and hardware with innovative service packages is providing a solid platform for Etisalat to develop its retail sales. From smart phones to netbooks and even home devices, the retail channel is an important route-to-market for Etisalat in the UAE and beyond.

“Etisalat offers a wide range of distinguished products and services to its consumers that offer convenience, coverage and value; and has a strong bent on product and technology innovation,” added Al Forah.

“Etisalat’s channel proposition not only focuses on the gross margins but also provides an effective mechanism to reward high performers commensurately. Hence, the proposition involves an array of products and services offering value to the consumer and a healthy return on investment to the channel partner,” he continued.

Etisalat offers a variety of value-added services to retail partners including joint marketing campaigns, cross promotion and package bundling on a range of products including iPhones, Acer netbooks and mobile devices from vendors such as Nokia and Sony Ericsson.

“As far as point of sales activities are concerned, Etisalat offers customised branding solutions to channel partners as per their requirements. At the same time we also provide regular training and merchandising support to increase the visibility of our products,” commented Al Forah.

Etisalat is offering a clear path forward for its retail partners promising greater participation in the sales value chain. The long-term aim is to create a win-win relationship with retail partners allowing them to offer a bouquet of products and services from Etisalat.

“We consider our channel partners as an extension of Etisalat and all our channel related programmes are aimed at ensuring a healthy return on investment for them. We also promote a culture of transparency and trust in our partnerships and our channel partners are appreciated for their suggestions and advice on our market strategy,” concluded Al Forah.

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April, 2020

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