Meeting Etisalat - Essa Alhaddad - CoolBrands Around the World in 80 Brands
Meeting Etisalat - Essa Alhaddad - CoolBrands Around the World in 80 Brands

We follow the driver out of the lobby of the Emirates Palace hotel. It is early morning but the heat hits us immediately. In front of the hotel, limousines are waiting to pick up guests and dispatch them to their appointments in Abu Dhabi or Dubai. The driver leads us to a powerful-looking four-wheel drive.

Meeting Etisalat - Essa Alhaddad - CoolBrands Around the World in 80 Brands

Meeting Etisalat – Essa Alhaddad – CoolBrands Around the World in 80 Brands

“Strange,” I say to Maarten, “the Etisalat offices are just a few miles from here. Why would we need an SUV?” We leave the hotel’s landscaped gardens and turn east. The car picks up speed on the wide boulevard and the city is soon behind us.

We are going to meet Essa Alhaddad, the Chief Commercial Officer of Etisalat Group, a telecom and internet provider serving over 170 million customers across the Middle East, Africa and Asia. “You said we were meeting him in downtown Abu Dhabi,” Maarten says to me. “I assumed we were,” I say, watching the passing landscape turn from urban to desert.

I am just about to ask the driver if he has understood Essa’s directions correctly when we slow down and turn onto a sandy track. Two kilometres further, the driver shifts into four-wheel drive. The motor roars and a cloud of sand shoots into the air behind us. We climb a steep dune and see another jeep waiting for us at the top.

As we get out of the car, a man dressed in a white kandoora comes towards us. “Welcome, I’m Essa,” he greets us. “I arranged for you to come here because I wanted the right setting to share my story.” He walks round to the front of our car. “We connect and empower people to achieve what they aspire to in life,” he says. “In urban areas, our advanced infrastructure makes reliable mobile coverage and fast internet connections easy.” He points to Abu Dhabi’s skyline, which is just visible on the horizon, then nods towards the desert behind us. “In remote areas like this, that’s much harder. Harder but not impossible.”

He puts an iPad on the bonnet of the car. “In parts of Nigeria, where people can’t access essential services such as banking, our mobile services allow them to manage their finances without ever having to go into a bank.” He picks up the iPad and shows us some of Etisalat’s latest mobile innovations. “One of the services I’m proudest of is Mobile Baby,” he says. “It’s a perfect example of our purpose to ‘connect the unconnected’. Hundreds of thousands of pregnant women die each year because they can’t access proper medical care. Through Mobile Baby, we connect women and hospitals.”

“Wow,” I say, “Etisalat has really created a higher purpose for mobile services and given new meaning to the word ‘connecting’.” “Absolutely,” says Essa. “In our business, the right connections are everything.”

© 2012 CoolBrands – Around the World in 80 Brands

READ MORE STORIES:

Etisalat Mobile Baby - Essa Alhaddad - CoolBrands Around the World in 80 Brands  ETISALAT MOBILE BABY – A SUSTAINABLE CONTRIBUTION TO HEALTHCARE

Meeting Alejandro Bernabe at Kempinski Mall of the Emirates - CoolBrands Around the World in 80 Brands
  MEETING ALEJANDRO BERNABE AT KEMPINSKI MALL OF THE EMIRATES

Meeting Aline Santos Farhat - OMO Dirt is Good  DIRT IS GOOD – ALINE SANTOS FARHAT FROM OMO

Meeting Sheikh Mohammed bin Faisal Al Qassimi - CoolBrands Around the World in 80 Brands  MEETING SHEIKH MOHAMMED BIN FAISAL AL QASSIMI AT THE AJMAN PALACE

Deola Sagoe Princess of African Fashion - CoolBrands Around the World in 80 Brands  MEETING DEOLA SAGOE, THE PRINCESS OF AFRICAN FASHION

Read more stories on:

www.coolbrandshouse.com
www.aroundtheworldin80brands.com

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www.coolbrands.org

Tags: Global Storytelling Campaign, Anouk Pappers, Maarten Schäfer, Around the World in 80 Brands, Around the World, 80 Brands, Around the World in 80 days, CoolBrands Storytelling, Storytelling, CoolBrands, cool storytelling, third party storytelling, creating talk value, storytelling, sustainability, people planet profit, etisalat, meeting etisalat, meeting Essa Alhaddad, Essa Alhaddad, Essa, Alhaddad, mobile baby, sustainable contribution to healthcare, etisalat mobile baby, rehab omar saeed ateeq, rehab ateeq, rehab o ateeq, etisalat group, Millennium Development Goals, etislat and the Millennium Development Goals, GSMA Mobile World Congress, reduce maternal mortality

  1. Rambaldi ( Dotun Akintade)

    Brand Ambassador!!!

    The Mobile Baby wont have been interesting if just the technical jargon about it is what i see but i could connect with this just by a story. I connected immediately we stepped out into the sun and limousine etc….wow that was an experience. Your stories makes life pretty easy and like i said earlier on my comments, would really love to be a storyteller so means there’s a lot i need to know just hanging around you guys.

    Good work Coolbrands House.

    Reply

  2. Sei

    BRAND AMBASSADOR

    Right now, i want to visit Emirates Palace Hotel, I want to be hit by the “heat”, I’d love to drive through the steep dunes… It sure would be a great experience.

    And the “Mobile Baby”? That is simply wao! Now I love Etisalat even more.

    Reply

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