Etisalat: Service Operations, Quality, and Sustainability - SMG 301

This case study examines Etisalat Company's service management practices, focusing on its service package, distinctive service characteristics, and triple bottom line evaluation (social, economic, and environmental attributes). The analysis covers Etisalat's initiatives in launching 5G networks, digital advertising, and ICT skills development. It also explores how Etisalat manages its back office operations like a factory, differentiates itself from competitors through quality, technology, branding, and global expansion. The study highlights Etisalat's commitment to environmental conservation, social responsibility, and economic sustainability, showcasing its efforts in reducing carbon footprints, supporting local communities, and empowering women. Desklib provides students access to similar case studies and solved assignments.

Running head: ETISALAT COMPANY 1
ETISALAT COMPANY
Name
Institution
Date

ETISALAT COMPANY 2
Question One
Describe the company’s service package?
Etisalat Company is the largest provider of mobile networks in the world, and it is ranked
fourteenth largest network provider globally. The Company operates in over fifteen countries
across Asia, the Middle East, and Africa. The telecommunication company is headquartered in
Abu Dhabi in the UAE. It has over 148 million customers who are distributed all over the world.
The main objective of the organization s to provide top-class customer experience both
domestically and internationally and also deliver returns to shareholders while investing in the
future of the Company. Etisalat Group has reached a high number of customers and has helped
change the market strategies and also the provision of affordable internet access to people. The
Internet has made the world a global village where people all over the world communicate with
each other through the social media platform. In 2018 the organization was the first in UAE to
launch a 5G wireless network. The network is the fastest in the world and has attracted a large
number of customers who are using the network in the provision of services. The Company also
provides digital advertising eCommerce services. The organization undertakes to advertise
products and even an online business.
Etisalat Company is aimed at servicing the IT needs through initiating innovative
products and services and feeding customers with up to date information to help update them
with the trending activities globally. Technology has contributed positively to the growth of the
economy globally. Other services include business information services. When an individual is
in need of opening a Company, he or she seeks information from Etisalat company. They post
information of every business and also provide advisory services concerning a certain business

ETISALAT COMPANY 3
idea. The Company also trains and develops skills such as ICT to help individuals provide
solutions to modern problems.
Question Two
How are the distinctive characteristics of a service operation illustrated by this
service provider?
There are different distinguishing characteristics of services illustrated by Etisalat
Company. Intangibility is one of the traits displayed by services. Some services are intangible
since they can be felt, seen, nor heard. Therefore, the Company is tasked with ensuring that the
consumer understands the type of services provided to him or her by the Company. Tangible
evidence would assist the consumer in evaluating the services during and after use. Inseparability
is another characteristic of services that are offered by Etisalat Company. Goods are produced
first before being sold, unlike services that are sold before being produced. The customer contact
person should be trained to ensure the delivery of quality services to consumers.. Etisalat will be
able to achieve economies of scale if it engages in centralized production. It implies goods are
produced at a central location and then transported to a place most consumers prefer buying the
commodities from.
. Variability which mostly depends on the provider of the service. It is caused by different
factors, including inadequate training and minimal supervision of employees. For a company to
produce high-quality services, it should ensure that its employees are equipped with the
necessary skills to exercise their careers. Consumers will be attracted to customers who maintain
the quality of their services. Another trait is heterogeneity of the services provided. Services are
not uniform since different prices are charged according to seasons. For example, Etisalat

ETISALAT COMPANY 4
company charges different prices for the strength of the network provided to a client in terms of
speed.
Question Three
Conduct a triple bottom line evaluation of this service provider by identifying its social,
economic, and environmental attributes that enhance the sustainability movement.
Is an accounting framework that has three parts, including environmental, social and
financial performance. The framework is used in the evaluation of the performance of a company
on a broader perspective to create higher business value.
Environmental Attribute
The Etisalat Company is focusing more on conserving the environment through the
reduction of carbon footprints. The accumulation of excess carbon in the atmosphere leads to an
increase in Greenhouse temperatures, which results in global warming. Global warming has
posed a threat to the current world since it has adverse effects associated with it, for example, the
death of plants and animals, drought, and floods.
Management of wastes by the Company will also invite more investors who will invest
in the Company to ensure efficiency and sustainable growth. Green ICT Etisalat is a business
strategy that is embraced by the Company for many years. It values the energy needed in
performance and is aimed at building a sustainable environment for the future of the Company.

ETISALAT COMPANY 5
In 2010 the Company implemented a global environmental management system that ensured
companies maintain network deployment and facility management. The use of fiber optics has
helped reduce power consumption and emissions by a higher percentage. Therefore, the
Company has applied all mechanisms to ensure that it conserves the environment hence improve
on sustainability and performance.
Social Attribute
Etisalat is a global company that values the culture, traditions, and ways of life of its
people. The Company is committed to building the community and improving their livelihood.
The organization's vision is to ensure that it is recognized as the best organization in the
provision of ICT services for its active social engagement and its positive impact on the
community. Participation in social projects with local organizations could have a positive impact
on the society. The provision of telecommunication solutions to its customers and also the 5G
network has helped solve the customer's problems.
Furthermore, Etisalat is looking forward to empowering women's roles within the
Company so that the local community can grow since they value diversity. Lastly, the Company
is aimed at creating a suitable environment for its employees to ensure smooth operations and
hard work by the employees.
Economic Attribute
Economic sustainability entails financial costs and benefits. The costs incurred when
setting up the Company. The profit that the Etisalat Company has achieved when all the capital
invested is subtracted. Since the Company has captured a more comprehensive market hence
more revenue has been earned.

ETISALAT COMPANY 6
Assignment Two
Question One
How could this organization can manage its back office like a factory?
The back office is the backbone of the Company since it handles several functions that
are vital for the representation of the office in the front office. Virtualization gives Etisalat Group
a unique opportunity to meet the demands of addressing the needs of our diverse customers and
efficiently delivering services. The Etisalat Group is committed to working towards this and has
created numerous programs to ensure a leading role. The UAE based telecommunication center
has established a back office in India at Ambattur. The office was set up as a support center for
its operations in UAE. The provision of advice concerning consumer's demands and needs is
also a service provided by the support office. Etisalat has always been and will continue to aspire
forward to stay at the forefront to offer innovative and breakthrough technologies and services
for its customers. Etisalat 2020 network transformation plan is motivated by increasing
requirements for customer experience and business growth expectations for its operating
companies based in developed and emerging markets. The back office does not deal with clients,
but it ensures that all operations run smoothly, and the objectives of the Company are achieved.
Question Two
How can your organization differentiate itself from competitors?
Etisalat Company faces stiff competition from its rivals, including Du Company forcing
it to come up with a plan to differentiate it from its competitors. The Company has adopted a
marketing strategy that is aimed at customer satisfaction. The provision of quality products and
services by Etisalat will help the Company to outdo its close competitors. Customers are

ETISALAT COMPANY 7
attracted to quality services, and they develop a sense of loyalty if the quality is kept constant.
Therefore, the Company should look forward to the provision of quality services to its customers
and also ensure immediate feedback is given in case a customer needs clarification. Customers
value feedback, and therefore the Company should embrace this strategy to ensure its success.
Secondly, the use of modern technology in the production and distribution of
commodities by Etisalat Company will help the Company outdo its close competitors.
Technology will assist the Company in the provision of a differentiated pricing strategy in the
new market. This will help the firm to maintain its customers and also attract new customers to
the Company. Thirdly is the branding of its products to differentiate them from its competitors.
Branding of products attracts customers to buy the products since they assume it's an advanced
product over the old one. Products should be branded the Company's name and other logos that
are appealing to the consumer's eyes. Customers will be able to differentiate Etisalat products
from their competitors.
Etisalat has outsourced the Company's services and spread them to over fifteen countries
globally. The main aim of opening up new companies is to capture a wider market and also to
gain international advantage over its competitors. Establishing different companies in different
companies has helped the Company to grow and be recognized globally. Through government
agreement and the adoption of new technology, the Company has been able to enter new markets
and reach a high number of customers. The Company's customers have increased drastically, and
the firm has achieved competitive advantage over its customers.
Lastly, Etisalat company should carry out advertisement and also provision of free
products to customers. Advertisement helps a company to be well known hence attract more
customers to buy products from the company.

ETISALAT COMPANY 8
⠀