Emirates Integrated Telecommunications Captures 47% Market Share in a Competitive Market, Thanks to 24/7 Availability
 
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Emirates Integrated Telecommunications Captures 47% Market Share in a Competitive Market, Thanks to 24/7 Availability

Emirates Integrated Telecommunications Company PJSC (EITC), established in 2006 and listed under the brand name “du” on the Dubai Financial Market, is a quadruple-play service provider of mobile, landline, data, and internet protocol television services, including carrier services for communication brands and satellite uplink/downlink services for television broadcasters. Despite being a late entrant into the United Arab Emirates’ (UAE) mobile communications market, EITC successfully competes against incumbent operator Etisalat and manages 8.5 million prepaid subscriptions.

The UAE’s mobile penetration rate of 163.3% (1.63 lines per subscriber on average as of October 2012) is one of the highest in the world, and subscriber growth continues. While the majority of growth is in postpaid subscriptions, the market is still dominated by prepaid subscriptions, which account for 87.4% of all mobile communications customers in the emirates.

 
 

 
 

Challenges

A word from Emirates Integrated Telecommunications Company PJSC

  • “Oracle Advanced Customer Support Services is an extension of our IT team. The group is our trusted partner and consultant with telecommunications expertise and intimate knowledge of our business. With Oracle’s support, we are now the leading provider of prepaid mobile communications in the region.” – Muhammad Yaseen, Director Intelligent Network and Value Added Services Operation and Optimization, Emirates Integrated Telecommunications Company PJSC

  • Enable a startup company to enter an already consolidated mobile communications market with a strong incumbent operator and to take significant market share by providing innovative services and personalized offerings for prepaid mobile communications that are easy to use and simple to pay for
  • Maintain business operation continuity to ensure that critical communications network systems are always available
  • Enable rapid time-to-market for new products and services that can target both mainstream and niche markets to gain competitive advantage in the UAE mobile communications market
  • Operate online prepayment of mobile communications services and service bundles with mission-critical efficiency to ensure high revenue and positive cash flow in this important segment, which accounts for nearly 90% of the UAE’s mobile customers

Solutions

  • Deployed Oracle Communications Network Charging and Control to enable online charging, balance query, and real-time credit management for prepaid mobile communications customers, resulting in 47% market share within six years from brand launch
  • Engaged Oracle Advanced Customer Support Services to ensure through proactive advice, patching, configuration, and diagnostics that critical systems—such as Oracle Communications Network Charging and Control, which supports 8.5 million prepaid subscriptions and accounts for highest revenue of all lines of business—are always available
  • Worked with local and remote Oracle Advanced Customer Support Services engineers—who have comprehensive knowledge of EITC’s Oracle stack and IT environment—to assist EITC team members during hardware and software upgrades that could have a negative impact on system performance, reducing internal IT staff workload with a pay-as-you-go model
  • Worked with Oracle Advanced Customer Support Services to assess and configure the platform before peak periods to accommodate substantially increased mobile communications traffic, charging, and recharging—such as before Eid-ul-Fitr and Eid-ul-Adha, Islam’s two most important festivals
  • Ensured network availability and performance during the Eid-ul-Fitr and Eid-ul-Adha festivals with onsite teams of Oracle Advanced Customer Support Services engineers who engage immediately in case of technical issues, enabling high transactional volumes and significant revenue
  • Facilitated knowledge transfer from a global pool of Oracle Advanced Customer Support Services engineers to enable the company to develop highly innovative products and product bundles—with advanced features such as number portability, carrier preselect, virtual private networking, and least cost routing—that meet customer demand and drive revenue
  • Worked with Oracle Advanced Customer Support Services to enable effective use of Oracle Communications Network Charging and Control’s production-ready campaign templates for the telecommunications industry, increasing user adoption for the business-critical Oracle Communications solution environment
  • Used Oracle Communications Network Charging and Control to achieve highly flexible service configuration in prepaid, postpaid, hybrid, and machine-to-machine subscription models to reduce the cost of developing, distributing, and servicing innovative mobile communications products—such as an easy-to-handle Blackberry subscription paid on a day-by-day basis
  • Achieved faster time-to-market for innovative mobile communications offerings with Oracle Communications Network Charging and Control—such as shared wallet, out-of-credit calls, or closed user groups—resulting in 2012 sales of 3 million calling cards and 160 million recharge vouchers

Why Oracle

“Oracle’s solutions portfolio spans the entire systems landscape for the telecommunications industry. It enables us to differentiate our brand through innovative services and not just price. Oracle Communications Network Charging and Control offers unmatched flexibility for designing subscription models and delivering unlimited scalability. With 24/7 access to Oracle Advanced Customer Support Services engineers, we ensure system reliability and leverage the full capabilities of our software tools,” said Muhammad Yaseen, director intelligent network and value added services operation and optimization, Emirates Integrated Telecommunications Company PJSC.