Connecting Ethiopia To The Future

By Eden Habtamu, Ezega News

Addis Ababa, July 29, 2009 -- These days, one of the last words many Ethiopian would like to hear is “Sorry, the subscriber that you have dialed is not in service area, please redial later”. And, of course, there is a second one from Ethiopian Telecom that is equally not pleasing: “Your account balance is low, please recharge soon”. By now, even the lady who recorded this message must be tired of hearing her own voice over and over again.

One of my instructors at Addis Ababa University (who taught us public relations) gave us examples of public relation officers who were working for different governmental and non-governmental organizations. He said, “let’s take the Ethiopian Telecommunication Corporation as an example: why on earth would Tele have public relations program? It is known that Tele has no competitors; and whether we like it or not, we have no choice but to be a client. In such a monopolized market, the role of public relations becomes insignificant.” In other words, why spend extra money when all customers are yours – guaranteed?

Ethiopian telecommunication has multi-dimensional problems: from selling its services, to maintaining and repairing the endless problems faced by its clients every day.
In addition to its voice delivery services, ETC recently introduced data communication technologies such as Code Division Multiple Access (CDMA). However, as always, it is lagging behind in providing good service to its customers. Most technologies arrive in the country very late. A recent example is GPRS, which is the data communication standard for previous generation of GSM networks.

When ETC launches a new service, the training that should be given to its staff (especially to the customer support personnel and sales agents) usually comes after its clients are used to the service, or never at all.

This was what I personally encountered when I tried to subscribe CDMA Internet access via the cellular network. Since I already have CDMA modem, what I needed from ETC was a SIM card and an instruction on how to use the service. So, I went to the nearby branch of ETC and waited for nearly two hours to talk to a guy who, I was told, was in charge of providing the CDMA card. After waiting that long inside an extremely suffocating environment (the branch office), it was my turn to take the card. However, the sales clerk simply told me that I was on the wrong line. Mind you, I stood there for nearly two hours because the coordinator guard told me to wait in that line.

Unbelievably, I had to wait on the other line again to get the "miracle card". This time, I was so thankful that I did not wait that long. After about 25 minutes, I reached the final and “right” place. The subscribing process was not that long. Within 3-4 minutes, I bought the SIM card and left the building with a high sprit that I will never come back to see the building again. I did not have any idea that I would be a regular customer to the office for weeks to come to understand their services.

To continue reading on this article, please visit Ezega Ethiopian News page. You will also find at Ezega.com: Ethiopian Music, Ethiopian Jobs, Ethiopian Real Estate.

From Diaspora to Mega Business: The Story of Boston Partners

Ato Tadiwos Belete is the co-owner of Boston Day Spa, Kuriftu Resort and Spa (in Debre Zeit and Bahr Dar-Lake Tana), Boston Partners, Kuriftu Guest House, Hora Resort, and Burayu Resort with his Taiwan-American partner. He introduced a well-established and standardized sap at Boston’s Partners building five years ago. He and his business partner then brought Kuriftu Resort and Spa at Debre Zeit and Lake Tana from dream to reality. Hora and Burayu Resorts are not finished and operational yet.

Tadiwos was born in a small village called Lemo in Arisi, and he later came to Dessie with his uncle. In 1980, he left for Sudan and stayed there for three years. He spent a very hard time in Sudan, lacking basic necessities, including sufficient water and food. He later became a servant. He engaged himself in different fields and faced challenging time for three years. He finally found a sponsor who took him to Chicago. After a year in Chicago, he headed to Boston and lived there for 19 years. Tadiwos deeply believes in challenging himself to the fullest and in working closely with and improving the lives of his employees at any cost.

For the full article, please visit Ethiopian News page at Ezega.com. Also at Ezega.com: Ethiopian Music, Ethiopian Jobs, and Ethiopian Real Estate.