Fluffikins the Phone Company
The imaginatively named Emirates Integrated Telecommunications Company has a great opportunity here. I hope they don't blow it. I hope they will listen to what consumers say they want, and convince the TRA to let them do it. So here's my wishlist:
Significantly lower prices for everything.
Great customer service: counter staff who are trained to treat customers as deities rather than potential criminals.
Lots of small offices in convenient locations (I could not believe how many high street shops the likes of Vodafone, Orange, T-Mobile and Virgin have in the UK - and no queues). And/or lots of payment machines that accept payment for everything.
Serious reduction in red tape. If irrelevant rubbish like tenancy contracts and passport copies going back three generations is required at all, then these things are recorded once and are never needed again. It's a phone company, not a branch of the Secret Service.
A coherent PR strategy that does not treat customers like morons, and does not lie to them.
Did I mention lower prices?
Deposit-free international roaming.
Optional proxy for Interweb access.
And a nice fluffy food-based brand image like Apple, Orange or Egg. Cheese, Banana, Shawarma. Something like that.
Not much to ask, is it? Fluffikins the Phone Company is expecting to start services in the latter half of 2006. They have a daunting task ahead of them, but I wish them the best of luck, I really do. They're gonna need it.