Vodafone Qatar

In June 2008 Vodafone Qatar, in partnership with the Qatar Foundation, received the second public mobile networks and services license of Qatar and started their mobile network in 2009. From the start, Vodafone Qatar has made a good start to its launch in the Gulf state.  In mid 2009 Vodafone launched commercial services and by 20120 built a mobile customer base of over 600,000.  Because of the relatively small geographic area Vodafone was able to achieve a broad network coverage by the end of 2010, with 100 percent 2G and 98 percent 3G coverage all over Qatar. Additionally they set up their first commercial fixed-line broadband service to serve The Pearls (the artificial island complex in Qatar) in 2010. In matters of their services offered they try to reflect the needs of the Qatari population. Having one of the worlds highest GDP per capita and several reserves of oil and gas, Qatari tops the list of the world’s richest countries. Their economy grew in 2012 by 19% and was therefore the fastest growing market in the world.  Due to its gas exports and other businesses a huge percentage of the Qatari population is engaged in foreign trade.  These were important facts for Vodafone to take into account when starting their business in Qatar. Applying their marketing strategies to the Qatari way of life, their culture was an important step.  “Mobile penetration in Qatar officially stands at around 160 percent yet is difficult to define due to the country’s large expatriate community – which is estimated to account for as much as 80 percent of the population. The international nature of the country is reflected in many of the services offered…,which include long-distance calling plans and international money transfer."  One of the most important aims for Vodafone Qatar, right from the beginning was: “Make a world of

difference for all the People in Qatar.” By following 5 different strategies, Vodafone wanted to become “the Number One brand in Qatar within 3 years. To succeed they applied the following strategies:

1)     Deliver a customer experience that is right first time, every time

2)    Build the best team and the best place to work in the GCC

3)    Build an operate the most efficient total telecommunications network

4)    Build the best distribution model that delivers Vodafone at arms reach

5)    Build the New Vodafone Way

Vodafone factored all the important criteria as culture and lifestyle into their marketing strategies and offered products and services that were designed to match the characteristics of the Qatari population.  For the population possessing higher purchasing power, Vodafone decided to introduce services that models already applied in European countries and New Zealand (for example services like family plans, VPN for business customers, mobile email and services like Blackberry, mobile broadband services providing high speed data and a range of content services from Vodafone live!)  For lower income customers Vodafone Qatar introduced a range of services similar to those in India.

However, Vodafone not only tried to adapt their services to the Qatari culture, but also produced different commercials adverting their services , including cultural elements into the spots.