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Driving the SMB focus

Published

8 years ago

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John Lincoln, Senior Vice President, Small & Medium Business (SMB), discusses how Etisalat is committed to delivering greater value offers to all its SMB customers allowing them to run their businesses smoothly, build relationships and provide them long-term benefits.

Elaborate on the SMB Business focus at Etisalat?

We truly believe that Small and Medium Business (SMB) is an important segment for the country as it accounts for around 60% GDP of the UAE and employs around 90 % of the workforce. In the past few years, we have a dedicated unit for the SMB line of business.

Typically, SMBs have been laggards in IT and we see a huge opportunity in driving their adoption of ICT and Digital services. If they digitalize their business, they will realize significant improvement in productivity benefits and profitability.

We have been blessed to have the largest number of SMB customers in the UAE at about 300,000. They come in all sizes and requirements. We take the top Tier 1 SMB customers and they are managed by our own internal direct sales force. Their requirements are complex. Our internal direct sales force are based across the emirates. The next Tier 2 customers are also managed  and have dedicated Account Managers for them. Instead of doing it by ourselves, we have  8 premium business partners that have been selected on the basis of their capabilities as well understanding of the IT and telecom markets. Between them, there are roughly about 250 account managers to manage these Tier 2 accounts.

For the rest of our SMB customer base, we use a pure acquisition model via our channel partners, and we have about 500 sales people that go door to door. Along with that, we have a Business Retail organization that is into dedicated selling of SMB products and services and driving visibility of these products. In addition, we have a dedicated team of agents for outbound sales. All together, these make up our comprehensive SMB go to market. Etisalat is the only telco in the region where about 45,000 of its 300,000 SMB customer base are managed by dedicated account managers.

Elaborate on your current set of partners. Would you be adding more partners?

The premium business partner model was launched in January this year prior to which we had only the acquisition partner model. Our current premium business partners are companies typically with several lines of businesses with an adequately sized workforce for sales, support etc. there is a VP to manage the SMB premium business partner sales force; he has a team who manage and support these partners. The P&L of each partner is known to us; how they are hired and the compensation to be paid to them- we insist on these terms for an optimal structure which we are best placed because of the expertise we have had.

While the number of partners is sufficient for the moment, we will look at adding more partners as the penetration of the market increases and the trend towards digitalization of businesses increases, to reach out to companies that are IT laggards in terms of adoption of such solutions. As we go about educating SMBs  the need to digitalize their business, more skills would be required. We will bring in more partners and are starting our formal ICT and digital partnership program. We will be happy to talk to more companies that are interested in serving the SMB market. They can take advantage of the fact that we already have an installed base of 300,000 SMB customers and are looking at various ways of enhancing our value propositions to our  customers.

We are looking for new partners for the ICT and digital line of business because the capabilities of many of our partners are in Telco and fixed solutions and while they are coming to speed with the new ICT and digital services capabilities, it is also important to bring in the experts from the ICT domain.

What are the major requirements that you see from SMB customers that you are ideally placed to offer?

As I see it, SMBs typically have three kinds of needs. The first is their concern for value for money services that will offer predictability and transparency with a fixed outgoing amount per month.  Since, cash is a constraint for most businesses, they want to free up their cash and focus on investment. So they want every capital cost moved to the OPEX model.

The second need of SMBs is convenience; they don’t want to different vendors for different products and want to focus on their business. In short, they would prefer a one-stop shop for solutions.

The third aspect is that SMBs want the complexity of IT taken away. They want someone to manage that. This is a universal need for SMBs. They may not typically have an in-house IT manager to fix the complexities while the larger ones may have and yet it would be a challenge to manage the IT side, which is easily achieved by getting someone like us to manage their IT services.

 

What are the additional services you offer for SMBs?

Today, we offer broadband service which gives you different symmetric and asymmetric speeds with dynamic IP; there is another product IDA (Internet Dedicated Access) with multiple speeds that customers require. There are specific requirements from customer for both speeds to be symmetric –uplink and downlink have to be equal. Their requirements are more complex usage compared to simpler broadband usage at home.

We have a product which is called IDA Plus under which we manage the customer’s Internet connectivity end to end including the router. This service offers static IP addresses to enable you to host your own corporate email and web servers. We monitor the connectivity 24 by 7 from our NOC (Network Operations Center).

We recently launched ‘Business in a Box’ for SMB customers. For SMBs, the cost of installing a PBX and then going after the AMC for it is tedious. Then there is depreciation of the PBX. So we are offering an all-in-onesolution which includes high-speed Internet, advanced telephony, zero upfront business devices, office applications and end-to-end security.  All the voice connections are managed and monitored by us. For every extension line a customer takes, we manage three of the customer’s devices. We also offer applications support. It is a very comprehensive offering finally a box that ticks all the boxes for SMBs!

We are also going to offer other managed services soon one of which is managed security service which will include email security, web security, IPS etc or a combined Unified Threat Management solution. We are also going to soon look at offering virtual computing, with storage, backup options. There is an end to end services possibility for managing from computing to storage, security etc, which is why we are looking at partners with enhanced ICT expertise.

 

What is your outlook about adoption of ITC and digital in SMB?

I am quite bullish about this. We have hardly scratched the surface; only around 100,000 of the 300,000 SMB customers have business-grade fixed broadband services. Maybe some are on mobile Internet. Possibly only around 15 % of them have proper websites for their businesses.

Data will continue to explode which will increase the complexities. Most of these companies haven’t invested in new tools including CRM to manage sales or mobile device management which is a critical requirement in the Bring Your Own Device (BYOD) era. Smaller companies are at bigger risk than some of the larger ones. In the long run, such investments will bear profitable growth for their businesses.

The UAE government is also investing in making the country an attractive hub for SMB companies. Digitalization technologies that enable better connectivity and access will be quite critical in achieving these objectives.

How do you view your advantages in the Managed service segment?

For pure core telecom services, we have only one competitor but for IT services, the competition is wide. There are many providers of managed services. But the question is who is best placed to offer these services starting from voice and internet access. To offer capex to opex options in the SMB segment, you need to make significant investments and take significant risk and we are best placed as an end to end provider. Our strategy is to offer much more for a little bit more to our SMB customers. So the focus is on adding more services and value.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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The Maritime Standard Awards 2025 winners list showcases high levels of innovation and operational excellence across the maritime sector

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5 hours ago

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October 30, 2025

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The maritime sector’s leading awards event, The Maritime Standard (TMS) Awards 2025, has announced this year’s winners, honoring outstanding companies and industry leaders from across the Middle East and Indian Subcontinent. The Awards showcased achievement and innovation in 25 categories covering shipping, logistics, ship repair, offshore services, marine technology and related sectors, as well as a series of special awards for individual achievement. The prestigious event took place at Atlantis The Palm, Dubai on October 29th, attracting over 1000 senior executives, decision-makers and industry leaders, from the region, and across the globe.

Held under the patronage of H.H. Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Civil Aviation Authority, Chairman of Dubai Airports, and Chairman and Chief Executive of Emirates Airline and Group, the event recognised organisations and individuals for setting new standards in operational excellence and leadership in the sector amid significant shifts in the industry, including decarbonisation, digitalization, and a renewed emphasis on supply chain resilience. From clean-fuel projects and AI-powered port operations to international collaborations that boost trade efficiency, the 2025 Awards showcased the industry’s progress in turning goals into tangible outcomes.

The evening was hosted by Yalda Hakim, a renowned international correspondent and documentary filmmaker, whose engaging presence added distinction to the occasion. The keynote address was delivered by Captain Abdulkareem Al Masabi, CEO of ADNOC Logistics and Services, who shared valuable insights on the evolving maritime landscape and the UAE’s leadership in advancing sustainable and innovative practices across the sector.

Clive Woodbridge, Editor of The Maritime Standard and Chairman of the Judging Panel, stated, “This year’s competition was exceptionally tough, and we received an unprecedented number of entries across all categories. Each finalist demonstrated remarkable achievements and operational standards over the past year, which underlines the significant advances that continue to be made in the regional maritime sector.”

A rigorous assessment process was conducted as part of the award selections, and this was supervised by an independent panel of distinguished judges that included some of the most prominent names in the maritime industry.

Trevor Pereira, Managing Director of The Maritime Standard, commented, “These Awards are not just about celebrating success, but also about encouraging excellence. This year’s event recognised innovative concepts, exciting new initiatives, and outstanding performance standards. As the region continues to expand its maritime infrastructure and digital port systems, with significant developments across the Middle East and the Indian Subcontinent, events like The Maritime Standard Awards play a key role in reinforcing its position as a global leader in shipping and maritime.”

 Reaction from the individual winners on the night of October 29th was highly appreciative. Captain Mohamed Al Ali, Senior Vice President, Operations (Offshore Logistics), at ADNOC L&S, who received the Outstanding Achievement Award, added: “It was one of the greatest honours of my professional career to receive this Award. It really means a lot to me to have TMS recognise the years of dedication and hard work.”

Tony Dagher, the Founder and Managing Director of TMC Shipping Group was the recipient of the Young Person in Shipping and was similarly honoured. He said: “I have been fortunate to have had great support from many people during my journey in shipping, and to have a fantastic team around me now. This Award is as much for them as it is for me.

Over the past 12 years The Maritime Standard Awards has consolidated its standing as one of the most prominent annual gatherings within the global maritime calendar, gaining worldwide recognition for recognising excellence and promoting a more resilient and sustainable maritime future.

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Deep Dive Dubai Launches Sunken City Walk, a Cinematic Underwater Experience that Makes Adventure Just a Step Away

Published

2 months ago

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September 11, 2025

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Deep Dive Dubai

Deep Dive Dubai has unveiled its newest attraction for experience seekers with the launch of Sunken City Walk. The guided underwater activity invites guests to step into a cinematic cityscape filled with surreal details. From an underwater swing and motorbike to a café table that looks straight out of a movie scene, this is Dubai’s latest must-try attraction.

Deep Dive Dubai

The hour-long journey begins with a full briefing and safety overview, followed by guests changing into wetsuits and equipment provided on-site. They then join trained instructors for a 20-minute guided underwater walk through the Sunken City—an accessible, certification-free experience that requires no swimming skills, making it ideal for guests aged 10 and above. Currently offered at an introductory price of AED 600, with an optional 30-second keepsake video for AED 200, the experience is currently available in four daily slots at 11 AM, 12 PM, 2pm, and 3pm.

Jarrod Jablonski, Director, Deep Dive Dubai, said that “With Sunken City Walk, we’re continuing to shape Dubai’s reputation as a city of unforgettable experiences. It’s a unique attraction that reflects Dubai’s spirit, where visitors can discover adventure in ways they never thought possible.”

The launch reflects a global trend that travellers are choosing experiences over possessions. Supporting this, Shamal’s Experience Economy Report stated that 75% of UAE residents are more willing to spend on experiences, with 80% allocating a dedicated monthly budget. The launch also aligns with Dubai’s commitment to strengthening its global tourism appeal. According to Dubai Department of Economy and Tourism (DET), the city welcomed 9.88 million international visitors in the first half of 2025, a six percent increase year-on-year, reinforcing its position as one of the world’s leading lifestyle and tourism hubs. Sunken City Walk at Deep Dive Dubai adds a new way for visitors to experience the city’s spirit of reinvention, where adventure is always just a step away.

While Sunken City Walk offers a first taste of underwater adventure, guests can plunge into the incredible world of diving at Deep Dive Dubai, choosing from experiences such as scuba diving, freediving, and specialised diving courses.

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Free Mineral Water for All: UAE Startup to Launch Groundbreaking Public Hydration Initiative

Published

5 months ago

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June 3, 2025

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Ourwatr

Staying hydrated just got easier, and greener, thanks to Ourwatr, that’s launching a nationwide free mineral water programme starting June 2025. It’s a first in the region: clean, refreshing mineral water made freely available across the country, delivered through a unique model that blends sustainability, community care, and social impact.

From metro stations and shopping malls to parks and government offices, thousands of chilled bottles of mineral water, sourced locally from Dibba, Fujairah, will soon be within everyone’s reach, every day. Ourwatr’s mission is simple: hydration is a right, not a privilege.

“At Ourwatr, we believe that drinking water should be accessible to all,” says Abhinav Murali, Co-founder.

“That’s why we’re giving away premium mineral water for free, and every bottle supports communities in need. It’s hydration with heart, proudly made right here in the UAE.”

Stamp of UAE quality

All Ourwatr bottles carry the prestigious EQM (Emirates Quality Mark) certification, guaranteeing they meet strict UAE national and international quality standards. When you grab a bottle, you’re assured of top-quality water, safe, pure, refreshing and approved by the country’s standardisation authority.

Mission in a bottle

With temperatures rising across the UAE, especially during summer, access to clean drinking water is more important than ever, for workers, families, children, and the elderly alike.

“In our desert climate, hydration isn’t just healthy; it’s life-saving,” adds co-founder Bharath Mohan.
“Each bottle we provide is a small act of kindness toward our community.”

Ourwatr is more than just a startup, it’s a mission in a bottle. Launched by three young, UAE-based entrepreneurs, the idea was sparked by a simple but powerful observation: access to free, convenient hydration isn’t always a given.

Wanting to change that, the trio built a business with heart at its core. The team is also in talks with various UAE charitable organisations and government agencies to expand its reach and impact. For every bottle distributed, a portion will be donated to local charities, turning everyday hydration into a meaningful act of giving.

A Model Built on Purpose and Sustainability
Ourwatr isn’t just about water, it’s about doing good. Instead of selling to consumers, the company partners with brands and organisations who cover the production and distribution costs. In return, sponsors co-brand the bottles, using them as a platform to share positive messages and shared values, while making a real difference.

“Sustainability isn’t just about less waste,  it’s about creating lasting, meaningful change,” explains Sharat Nair, Co-founder.

The bottles are crafted from recyclable materials, aligning with the UAE’s zero-waste goals and green agenda.

Backing UAE Vision 2030
Ourwatr’s initiative supports the UAE’s Vision 2030 goals around health, sustainability, and quality of life. The startup is already collaborating with local authorities to expand water access and reach as many people as possible.

More than just water, Ourwatr is delivering hope, equality, and care, one bottle at a time.

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