Success Story
other countries of the Indian Ocean and
even some European countries. Even if any
new business, especially such innovative ones,
inevitably involves an element of risk, we were
at once aware of the “revolutionary” potential
of cell phones. The innovation was such that
it seemed unthinkable not to invest in such
a project, especially with the entrepreneurial
spirit that characterises the Currimjee group.
Today, 25 years after its launch, the success
of Emtel is the best proof that we were not
mistaken.
Which other date stands out within these
25 years?
Many dates are important in the life of our
company, but among them, I will mention
without hesitation September 1995 - the
date on which we were, beside Bharti, one
of the first investors in Airtel in India. With
a presence in India, Africa, Sri Lanka and
Bangladesh, Airtel has now become one of
the four largest operators in the world. We
are very proud of this historical proximity
with a partner like them who represents
a major asset for the Group today. I also
remember the month of November 2004,
which marked the commercial launch of 3G
by Emtel, a first in Africa.
In 2012, Emtel experienced a rebranding
with a slogan “Emtel You. First”. Why did
you change your image?
Our brand image has remained unchanged
for 25 years. Emtel is a strong brand. It is
anchored in the heart of Mauritians - still
today, the name Emtel is synonymous
with “mobile phone”. Emtel simply wanted
to change its logo because everything
has to evolve over time, especially in the
technology sector. We also wanted to have
a signature that truly expresses our vision.
With “YOU. FIRST.” our consumer-centric
strategy is perfectly highlighted. This is
the reality of a commitment that we live by
every day in our business.
What is special about Emtel?
Emtel’s story is a fabulous adventure, a business
adventure of course, but also an incredible
human adventure. When a team faces such
a challenge together, it forges very strong
relationships. There is a sense of pride to have
had the audacity to believe in the success of
mobile phones in 1989. This visionary and
family spirit are embedded in the Emtel genes.
Moreover, several employees, including the
CEO Shyam Roy, have been here since the
launch. Emtel is not a big company solely
driven by financial objectives. It’s a peoplecentric company which believes in the
LUXURY MAURITIUS
development of Mauritius, and which makes a
commitment to its customers every day.
Last July, the Currimjee group became
Emtel’s main shareholder. An essential step
that is part of your success. What are the
challenges you face in a sector that is in
constant evolution?
As everywhere else in the world, the
telecommunications sector in Mauritius, too,
is very dynamic and fast-changing. Uses and
expectations of Mauritian consumers evolve
when it comes to both telecommunications
and entertainment. The country has increased
mobile penetration to 122%, it is connected
of mobile phones, SMS and other
applications have changed human
relationships. What is your opinion?
It is undeniable: the world is connected
and that changes everything. Information
flows. It now seems natural, as it would be
unthinkable to consider going back. Mobile
phones have brought extraordinary benefits
to humanity but as with any technological
development, one must be careful not to
lose our traditional values. It’s up to us to
make the best of it... to let communication
bring us closer without letting the virtual
world override reality. As far as I am
concerned, I always prefer a face-to-face
“WITH ALL THE TECHNOLOGICAL
PROGRESS, WE MUST BE CAREFUL NOT TO
LOSE OUR TRADITIONAL VALUES”
to the rest of the world by submarine cables,
and it saw the birth of the ICT sector, which
has become one of the economic pillars of
Mauritius. Since the first call made from a
mobile phone in the Indian Ocean on May 29,
1989, Emtel now counts more than 600,000
customers. From two terrestrial channels
broadcast in 1999, we now distribute nearly
100 satellite channels through MC Vision, and
we have over 100,000 households subscribed
to Canal + / Canalsat. The Currimjee group
wishes to reaffirm its position in this sector and
continue to play an important role in the lives
of Mauritians. The success of Emtel is based
on innovation and this is the path to which we
remain committed.
dialogue sitting at a table: we must not
forget that nothing beats a real good time
spent with family or friends.
Are you addicted to new technology?
Emtel being synonymous with innovation,
I have always encouraged our management
to invest in new technologies. After 2G
we launched 3G and 4G... We invested in
fibre and in submarine cable. Today, we
support every day hundreds of thousands of
customers with our mobile broadband and
tomorrow we will still be here, with even
new technologies.
Could you live without your cell phone a
whole weekend?
Let us not speak about impossible things
now…
If you had to choose: iPhone or
Blackberry?
I’ve been using the Blackberry for a long
time and I cannot live without it. On the
other hand I use an iPad - extremely user
friendly. Who knows, maybe one day I’ll
use the iPhone 10!
Several studies show that the rise
54
The new generations seem to get used
with disconcerting dexterity to the
slightest innovations regarding telephony.
Does that surprise you?
It is true that seeing a 3 year old child who
knows how to use a tablet is amazing,
but it does not surprise me. Nowadays
innovations are created from a “customer
experience” perspective so much that
everything is intuitive and s imple... and
it’s so intuitive that it calls on to natural
reflexes from a very early age.