Nawras builds business through community values

 
Nawras CEO Ross Cormack said gaining customer feedback and undertaking social responsibility builds consumer support

Speaking on the first day of the Strategic Telecoms Summit at MECOM, Ross Cormack, CEO of Nawras, revealed some of the community initiatives that have propelled Oman’s second mobile operator to the status of ‘Middle East Operator of the Year’.

Cormack advised how important it was to understand the value of culture and how it influences consumer consumption. He described how customers in Oman would often buy two SIM cards at once, and when asked why, Nawras learnt that many individuals bought cards for other family members or friends at the same time.

The operator then launched twin SIMs of two consecutive numbers in one pack, which greatly increased sales. “So we did some more concentrated market research and then launched a quattro-pack of four numbers in one pack and sales went through the roof,” the CEO stated.

Another prime example was Nawras’ original recharge card that cost two OMR (US$5.20) but which was not proving popular. “Customers said the denominations of the recharge cards were too high,” Cormack stated. “It wasn’t attractive enough for people to be able to afford, so we launched a one OMR card, which was a tremendous success.” Cormack also stated how important it was for Nawras to realise the operator had a responsibility to the community and introduced a SMS charity donation service.

The staff then organised a ‘goodwill convoy’ during Ramadan which involved a convoy of vehicles visiting a number of community institutions and organisations that cater for special needs, as well as for other less fortunate people around the sultanate. “Over a 10-day period our teams were driving some 5,000 kilometres in four wheel drive vehicles around the countryside and doing all sorts of things for the institutions. From constructing buildings, providing coaches in some instances, to providing IT centres and digital communications or whatever was needed at that institution, in other instances,” he added. Cormack said the campaign was not only a success in terms of assisting the community, but also in developing trust and building morale between staff.

Apart from Middle East Operator of the Year, Nawras has also been acknowledged with a web award for its online portal and a Middle East business achievement award.