Click and Mobinil

In this paper I hope to address a serious issue concerning our economy; for aid I will be using two industrial giants found lurking within the shadows of the societal financial system. MobiNil and Click are two of the largest cell phone companies established in Egypt. Everyday, hundreds of more customers join Egypts leading mobile phone network Click GSM, which has recently connected the customer number 250,000. Ostensibly speaking, the two businesses appear to have several differing elements in the packages that they distribute, but, in all reality, they are quiet equivalent in the conquering business mentality that they possess. The two businesses differ in their services, their societal effects, and their coverage, but they seem to be quiet analogous when it comes to the manner in which they provoke the economy, the advertising tactics that they exploit, and the war that they seem to be engaged in.

The two companies have some differences in their services. Click? uses a SIM card for its phone services; a SIM card is the key to a Click? customers service. The SIM (Subscriber Identity Module) is a smart card, which contains all the necessary information to identify the user as one of their customers. The card is like a small computer that gives the customer many advantages. It gives the customer the freedom to choose what phone they prefer to use; the card can be inserted into any GSM mobile phone. It provides the customer with a powerful phone book that can store up to a hundred phone numbers and names. The SIM card also grants the customer with security. It is protected by a PIN (Personal Identification Number), a secret code of between 4-8 digits known only by the customer. This secret code is required every time the customer turns on his or her phone, so nobody can use the phone except for the rightful owner. The PIN number can be modified at any time and if the customer does not want to use it, it can be simply disabled. MobiNil? also uses the SIM card for its services. The services for the two companies do not differ that much. They both offer Calling Line Identification Presentation (CLIP), call forwarding, fixed dialing numbers, voice mail, data and fax, and roaming offers. Both also provide the customer with call waiting/ call hold; these services give the customer the opportunity to manage two calls at the same time in the same mobile phone. Even if the customer is engaged in a call they will know when someone else is calling and the call may be answered without ending the previous call. Even more, the customer can put a call on hold and place a new one without finishing the previous call; the user may switch alternatively from one call to the other without finishing them. The only problem found with this feature is that the customer must ensure that their mobile phone supports this service. Another service found in both of the companies is call barring. The call barring service is a secure way of limiting the usage of the mobile phone, as it is controlled by a password known only by the owner of the phone. The call barring options include all outgoing calls, international outgoing calls, international outgoing calls when the customer is in roaming except to Egypt, all incoming calls, and incoming calls when the customer is in roaming. The customer has to subscribe to this service to be allowed to use it. An option found in Click? and that was started by the company is the first prepaid card services; this option attracted many customers to join on to their company. Another option found in MobiNil? that cannot be found in Click? is the songs for rings on the phone; MobiNil? offers songs that can be placed instead of a ringing tone on your phone. The option is not one to be awestruck by, but many Egyptians buy the line from the company just because of that option.
If a person will spend more money buying a line from a certain company just because of the songs option then here I must commence with an explanation for the rational of some of these people. Every societys economy is based on necessity, or, in all actuality, should be based on necessity. The economy should revolve around clothing, shelter, and food (the basic needs), but, unfortunately, corruption hides behind the term technology and industrial growth. It has been said by many people that television has become the opium of the masses, but television cannot survive without advertising, so television turns into the middleman and the true ruler of the majority is advertising. In the Egyptian economy, owning a phone is no longer a luxury, but now a necessity. Cellular phones are the latest rage. Increasing number of people are to be seen in public with a handset- men and women, young and old, walking or, especially, driving. The countrys two competing mobile phone operators now share around 200,000 individual subscribers. At the beginning of last year there were only 80,000, which shows the enormous potential for growth in this service and their hunger of customers. The two companies have become monopolies in Egypt; both come up with new offers and packages every day so that they could attract more customers to join on to their company and not the competition. The word monopoly is used to depict these two companies because, even though, there are two and not just one company, it would be very hard for any other company to come and try to start a branch here in Egypt. With all the advertising and the packages and offers being thrown around, Egyptians have become feeble-minded zombies following the herd of mobile phone holders. Even taxi drivers feel the need to own a phone. Covet for a phone by the average Egyptian has surpassed sanity. There are those who cannot afford food for themselves and their families and work more than two jobs a day and in the end of the month go and spend their well-deserved money on a phone that they have absolutely no use for.
For several weeks now, Egypts only cellular phone network operators, MobiNil? and Click? GSM, have intensified their advertising campaigns and are racing to offer new savings schemes to their current and potential customers. The advertising schemes used by the two companies are obvious to the entire nation, but the people are still hoping on the ban-wagon and buying phones. The two companies have become extremely competitive. The increased advertising by Click? GSM is especially noticeable since the company had advertised very little since it started operating ten month ago. The competition has exceeded the friendly genre, it has, in essence, become a war. It is not surprising that MobiNil?, faced with more advertising by Click?, has once again intensified its advertising campaign. It had recently cut the amount of its advertising considerably in order to slow down demand which was growing faster than the companies ability to build the necessary infrastructure. This action came in the wake of numerous customer complaints about poor service. It seems that Click? is winning the war by one thing, its coverage. Click? seems to be continually developing and expanding its network to cover more areas throughout Egypt. In fact, Click? has recently extended its network coverage to Sharm El Sheik one of the most popular resort cities not only in Egypt but worldwide. Sharm receives tens of thousands of tourists and holidaymakers every month from countries around the world. Click? started covering this major holiday destination in the Sinai Peninsula and plans to continue rolling out its coverage at such a pace. Click? has just also extended its network to four of Egypts most popular holiday destinations and a major port city. The two antiquities- rich towns of Luxor and Aswan in Upper Egypt, the popular tourist resort town of Hurghada and Suma Bay on the Red Sea as well as the port city of Suez. MobiNils? coverage is not as good as Clicks?, even though MobiNil? has new base stations employing the latest Enhance Full Rate technology, offering crisper and clearer voice quality. With MobiNil? the customer can talk with other in 48 cities all over Egypt. The other problem found with the MobiNil? network is that at more than half of those cities the connection between the two users is not always that good and clear. In short, the coverage provided by Click? seems to be a bit better than the coverage provided by MobiNil?.

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An extremely important factor when discussing any sort of business is the customer service provided by that business. Click? promises its customers that they will deliver the same consistent quality of service to all subscribers using customer-focused procedures. They also promise that immediate access to the latest account information allows [them] to offer accurate answers to [the customers] inquiries. MobiNil? does not differ from Click? when it comes to the promises and the guarantees of superb customer care for subscribers. More often than not, the epiphany harshly slaps customers that promises are not always the truth; that many companies will say pretty much anything to get more customers. The one true advantage is that the customer service number could be dialed for free from the mobile phone. MobiNil? announced the official opening of its Cairo 2000 facility; the largest and most advanced dedicated Customer Service Facility in Egypt and the Middle East. The new facility has the capacity to serve 1.5 million customers and has created more than 500 highly qualified positions in the field of customer services and risk management. The purpose-built facility has been designed to create a most unique working environment to help employees provide the highest levels of service to MobiNiL? customers. Featuring ergonomically designed positions including 21-inch monitors for the service representatives, the facility pays great attention to detail, offering sound-proof walls and double-pained glass to block out street noise. There is one good thing about this new facility built by MobiNil? and that is, even if the customer does not get the good service that he is promised, he can rest assured that the facility at least provides jobs for many young Egyptians. The propaganda with bill explanations, troubleshooting, and frequently asked questions swirling around can never be truly trusted because they are yet another scheme in the game of advertising. In conclusion to this paragraph, the dedication to customer satisfaction can never be truly trusted or discussed, except when experienced first hand.
With the war strong at hand between the two companies, there are plenty of things changing in the two companies. MobiNil? has reduced the activation fee from LE1,500 to LE1,200. The company had planned to make cuts before the end of the year, but they were not sure of when exactly. They had submitted the request to the regulatory telecommunications body and were waiting for the approval. The decision was made public before the company had a chance to prepare its self and so they were not ready for the price reduction. The move came despite earlier statements from the company that no price cuts would be made before mobile phone operator Click GSM began operating. MobiNil? says that it did not break its promise; they said that Click? was behind on schedule and that they were under the impression that Click? was going to open its doors to subscriptions in September. Instead, Click? announced in early September that it would begin servicing clients on 30 November. The troubles between the two companies started from this incident. The two companies have been malevolent competitors ever since. Click? said that it just did not except that MobiNil? would have had the price cut when they even did not finish six month in the business. They said that it seemed a bit too early to have engaged in this approach to cutting of prices. The cutting of prices might have seemed nice to any one looking for a mobile phone network to join, but more than one component makes up the cost of the service, including the activation fee, the monthly subscription and the cost of the calls. These elements, when put together, make up the value of the proposition made to the customer. Whenever somebody does something with one of the parts, one should expect some compensatory move to be made with another part. If the activation fee is decreased, call cost could be increased. Click? did not seem to really mind what MobiNil? had done because of the under-penetrated market found in Egypt. The existing subscribers are not a significant number compared with a potential addressable market representing twenty percent of the population. The answer to the problem seems to be quiet clear, if the phone is more affordable, then the market will grow quicker. This does not necessarily mean reducing prices in the traditional sense. The price proposition in Egypt is quiet good in comparison with other countries, so it is more a matter of rebalancing the proposition to make it more acceptable.
Egypt seems to finally have something over all of the other countries in the world. It is the only country so obsessed with the concept of owning a phone. There is not an individual found on the street any more that does not own a cellular phone, or aspire to own one some day. With society listening to every word advertising has to say and taking it in like water to the thirsty, it has become much easier for the two phone companies to take the whole market and find a way of dramatically increasing mobile phone usage. This is not the first time that a product is pushed upon the great country of Egypt without it having any purpose to serve. The phone just happens to be this eras new trend. An era ago, the craze seemed to be having a washer in the house. Now, many would say that having a washer would be considered one of those necessities, but not for a country with the same culture and overall mentality of Egypt. The washer was not needed in Egypt because the Egyptian mentality holds the woman to being a house wife; it is a perception not well liked by people of more liberated countries, but it really does not matter, a mentality lasting more than 10,000 years cannot be changed overnight because someone else thinks its wrong. The house wife in Egypt did not need a washer, she had survived years and years without one and she was doing just fine, but because of the same conniving advertising tactics seen today, the average family felt it a necessity to purchase something which they have absolutely no need for. The average woman was getting along very smoothly without a washer, but with the excessive advertising about the comfort and luxury that it provides, it became a obligation to get one of those amazing machines that do absolutely nothing but make unwanted noise in the house. Egypt has one problem, which other countries see as good and in some cases is the best thing about Egypt, but in this case, the unity seen in Egypt has become a bit of a problem when conversing about economy. When it comes to war, unity is a beautiful thing to have and to show towards your country; if one Egyptian says this is the right thing to do, then all Egyptians say that it is the right thing to do. Unfortunately, this frame of mind can sometimes back fire because when one Egyptian says this is the thing to buy, then all Egyptians say that this is the thing to buy. Unity is seen every where in Egypt; it is flowing within the veins of every Egyptian; it marches along with them when they go pray and it satisfies their hunger when they are fasting, but, nevertheless, it is found within every Egyptian mind. The mobile phone has just become another proof of the countrys unity. Once the fad got started it did not stop and it will not stop. Just like every home has a washer in it, every Egyptian will have a phone in his hands. The problem is that that Egyptian is really not sure if he bought the phone and wasted his money on something he needed or if he merely bought it because every one else had a phone.
The true problem is that Click? and MobiNil? are aware of Egypts weakness and are using it against the economy. The country is not that rich to begin with and draining it of its money on phones is just really not helping any. The advertising and the wars, in all reality, they are just sucking every penny out of the economy, but doing it in an extremely intelligent manner. No other country seems to have the abundant amount of cell phones as Egypt does. Why would any company want to destroy the economic system of the country that it is working in? The answer is not clear to any one, but there are those who have their own conspiracy theory about everything. There is always the chance that destroying the economic system of a country will help to keep that place at a third world country status. So, that might mean that sometimes companies are hired by countries that want to keep themselves on top. If that company goes into the economy and destroys it than the country that hired the company is still the one in control of the money of the world because it has the best economy; money does make the world go round.
In termination, the two companies may be having a war with advertising, but, in the end, Egypt is the one that ends up losing. The phone craze has just gone out of hand, not every single individual in a community needs to be holding a phone; the economy is only being destroyed by this frivolous money spending. MobiNil? and Click? seem to differ in many ways in their services and their options, but, in all actuality, they are both doing the same thing, which is, ruining the economy.



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