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Levant

Built by foreign hands

by Executive Staff May 10, 2009
written by Executive Staff

Everyone has heard about the Lebanese expatriates who send money back home — a foundation of the country’s economy. But there is also a significant foreign workforce in Lebanon. Domestic workers from South Asia and laborers from Syria constitute at least 20 percent of Lebanon’s workforce. They fill gaps in Lebanon’s employment and (as a group) remit a significant amount of money to their home countries.

“Foreigners here work at jobs that Lebanese won’t do,” says Abdallah Rouzzouk, spokesman for Lebanon’s labor ministry. “It’s the nature of this country.”

According to figures from the Ministry of Labor, there are currently 93,000 registered foreign workers living in Lebanon. Of those, five percent are considered “highly skilled.” The ministry estimates there to be 300,000 foreign workers living in Lebanon.

But most estimates put the total number of foreign workers in Lebanon much higher — at 500,000 to a million. Most are Syrians, who need only their identity cards to enter Lebanon, and are engaged in temporary or seasonal work.

The next largest groups are Sri Lankans, Bangladeshis, Nepalese, Ethiopians and Sudanese. They account for approximately 20 percent of Lebanon’s workforce. But their incomes are far less than that of their Lebanese counterparts. Average per capita annual income for Lebanon in 2008 was estimated at just more than $11,000, meaning that the $300 per month normally earned by foreign workers is a fraction of what Lebanese nationals earn.

Most foreign workers’ income earned in Lebanon goes toward basic living expenses; they make very few purchases in Lebanon, and about a third of their money goes in remittances sent to their home countries.

According to a Western Union office in Beirut’s Hamra district, foreign workers regularly come to their establishment to transfer money to their home countries. Most of their customers are South Asians, as the Syrians tend to carry the cash they earn back to their country on weekends and holidays. The typical money transfer for foreign workers is $100 per month.

Paying dues

Dipendra Uprety, a Nepalese who works as a chef in Beirut, has lived in Lebanon for 11 years. Like his compatriots, he sends money back home on a regular basis.

“I’m a professional chef, and I’m happy with my salary,” says Uprety, who also volunteers as a social worker at the Nepalese consulate. He’s decided to stay in Lebanon to help other migrant workers. “I’m fine, but there are others who aren’t.”

The majority of foreign workers in Lebanon are unskilled, performing strenuous, labor-intensive and often dangerous jobs. For Syrian men, this usually means working on construction projects. For South Asian women, this commonly entails employment as a domestic worker, often with no vacations or private accommodations. Depending on the situation in their home countries, Lebanon is often the best option, even if it is not always a good one.

“What’s pushing them here is poverty in their countries,” says Semil Esim, senior regional specialist with the International Labor Organization in Beirut.

Once the workers arrive in Lebanon, they usually find themselves in a situation where competition is impossible and loose labor regulations provide few protections to these vulnerable residents.

“Poor governance has created severe distortions in the labor market, such that migrant labor is not usually in the realm of competition with Lebanese labor. The latter has higher educational levels than foreign labor,” says Jad Chaaban, a professor of economics at the American University of Beirut. “More importantly, and in light of the current living conditions in Lebanon, the Lebanese labor force cannot accept the wage levels on offer to the foreign workers.”

Chaaban says most Lebanese wouldn’t work for the $330 per month minimum wage that foreign laborers often settle for. Even if the jobs paid more, Chaaban says there are social stigmas to consider.

“Lebanon has some of the best construction in the world. who does it? The Syrian worker”

Wouldn’t be caught dead…

“The culture of shame surrounding the cleaning, construction and agricultural occupations would tend to cause Lebanese job seekers to avoid these occupations, preferring to emigrate or otherwise remain unemployed.”

There have been few laws to regulate foreign work in Lebanon. In 1964, Lebanon passed the Foreign Labor Organization Law number 17561, requiring foreign workers to register with the government.

In 1993, Syria and Lebanon signed the Agreement for Economic and Social Cooperation and Coordination. The agreement outlines the gradual economic integration between Lebanon and Syria. Six clauses outline free movement of persons, labor, services, goods, capital and transport.

“Syrian workers are really good for Lebanon,” says Rene Matta, general manager of the Beirut-based Matta contracting company, where the workforce is 70 percent Syrian, almost all working low-skilled jobs.

As the system now works, Syrian laborers in Lebanon typically work on a freelance basis, meaning they are often hired on the spot, paid in cash, and their work can be terminated at any time. This non-committal understanding from both sides has served both parties relatively well for the past two decades, as Syrian workers have helped rebuild war-torn Lebanon and unemployed Syrians have earned a living in Lebanon’s construction boom.

“There should be more organization of Syrian workers,” believes Matta. But he acknowledges, “Working the way it is now, it’s hard for there to be regulations because of the high number of Syrians. But I don’t see it happening for another five to 10 years. If regulation started today, it would start a black market of Syrian workers.”

Nadim Houry, a Beirut-based researcher for Human Rights Watch, says Lebanon’s labor unions have lost their effectiveness.

“They no longer have effective gatherings,” he said. “They should be interested in low-skilled jobs. But it’s hard to talk about a labor policy in Lebanon when there isn’t one.”

The contributions of foreign laborers in Lebanon have not gone unnoticed. As Matta puts it, “Lebanon has some of the best construction in the world. Who does it? The Syrian worker.”

May 10, 2009 0 comments
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Levant

Return of the tourist

by Executive Staff May 10, 2009
written by Executive Staff

Blonde girls in hiking boots and backpacks sightsee downtown. Men in clean white dishdashas walk on the corniche at sunset. Lost Americans haggle unsuccessfully with taxi drivers in Hamra. All signal that the tourists are back.

For the first time in four years, Lebanon has experienced an increase in winter tourism. The Ministry of Tourism says the first few months of the year saw a 20 percent rise in tourism from last year.

Political and security stability have been major factors, but credit can also go to local tour companies who have aggressively marketed their country. A string of favorable articles in Western publications promoting Lebanon as a good travel destination have helped. Lebanese ex-pats and tourists themselves can be credited with spreading the word about the country.

“My favorite thing I did in Lebanon was skiing in Faraya on a clear, sunny day,” says Hakon Fossmark, a 27-year-old student from Norway.

Fossmark has been using Beirut as a base to travel throughout the rest of the Middle East. He brushes off the travel warnings the US and European countries have issued about Lebanon.

“Certainly things can happen here, but it seems safer to walk around here than in Oslo,” Fossmark says.

Calm and sensible wins the day

It is this sense of stability that Lebanon’s tourism sector is counting on to make this summer a successful year for foreign arrivals. Lebanon’s Ministry of Tourism predicts 2 million tourists will come to Lebanon this summer.

“In 2005, tourism was dropping because of the assassinations and Lebanon’s security situation,” says Nada Sardouk Ghandour, general director of Lebanon’s Ministry of Tourism. “Tourism then increased after the election of the president. This past February, we had 98,000 tourists. We haven’t seen that in 20 years.”

Officials from the ministry have attended travel fairs and hosted conferences throughout Europe and the Middle East, including Iraq, to encourage tourists to visit Lebanon. Travel agencies are giddy.

“We’re getting more requests every month,” says Marwa Rizk Jaber, CEO of Beirut-based travel agency U Travel Middle East. “We had a lot of bookings for the ski season this year and most of the hotels in the ski resorts were fully booked during the months of January and February.”

This high demand has led to 90 percent occupancy rates at Lebanon’s 5-star hotels since the beginning of the year as well as an expansion of Middle East Airlines’ routes.

The Beirut-based travel agency Wild Discovery says inquiries about tourism in Lebanon are up 40 percent from last year. The agency is also sees the increased tourism levels in Syria as a complement to that in Lebanon.

“Lebanon is an excellent door to neighboring countries Syria and Jordan,” says Karim Saade of the Saade Group, which runs Wild Discovery. “Foreigners will come for several weeks and visit all three countries.”

Lebanon’s rural south and Bekaa have also seen an increase in visitor numbers. Carlos Khachan, founder of Club Grappe, says this is the first year he will take groups to South Lebanon to see wine-making monasteries and visit the Karam winery in Jezzine. His group has offered tours of the Bekaa’s vineyards and wineries in the Bekaa Valley since 2002.

“All of the diaspora are coming back for the elections, and they’re staying for the summer,” Khachan says. “If we work with them, it will be a good opportunity to promote Lebanon. Tourism is increasing because the political situation is getting better.”

“We are one of the pioneers of Arab alternative music. This atmosphere is very different from other places in the Middle East”

The Arab alternative

This improvement has brought what nightclub owners and others say is an influx of cultural tourists, who come to experience Beirut’s alternative music scene.

“We [are]one of the pioneers of Arab alternative music,” says Jad Soueid, a Beirut-based DJ. “This atmosphere is very different from other places in the Middle East, where there are restrictions on opening hours and alcohol. If they [the Israelis] leave us alone, we’ll have a good year.”

But Saade of Wild Discovery says it’s not just the threat of war with Israel and political instability that keeps the tourism sector in Lebanon from seeing its full potential.

“We can do better,” he says, suggesting that the Lebanese government do more to promote the country abroad, and reopen the National Council of Tourism, which has been closed for many years. He also thinks Lebanon should have more three-star hotels.

“Most of the new hotels here are five-star,” Saade says. “Because of this, Europeans find it too expensive, and that’s why they’re going to Syria more. We have an excellent brand as a country. We need to do more to promote it.”

May 10, 2009 0 comments
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Levant

Routed back to the roost

by Executive Staff May 10, 2009
written by Executive Staff

Rony H. moved to Dubai in 2003 in the midst of the city’s building boom, and eventually got a job in the red-hot property market. By 2007 he worked as real estate broker, banking $10,000 a month selling condos and apartments.

“It was easy money,” Rony said.

But a year later, the bottom fell out of the real estate market as the global financial crisis hit the Gulf. Rony lost his job when the real estate company he worked for folded. The company’s owner fled.

“He has millions with him, and he’s in Germany in jail now,” Rony said, adding that he thinks his boss was laundering money. 

Rony wasn’t caught up in the scam, and he’s now returned to Lebanon after spending the last six months unemployed in Dubai. He’s one of perhaps thousands of Lebanese who have returned jobless and near penniless from the Gulf, a phenomenon that could drastically reduce the remittances that fuel a quarter of the country’s economy.

Last year, remittances from millions of Lebanese expatriates working and living everywhere from Kuwait to Australia totaled more than $6 billion. Thirty percent of Lebanon’s labor force resides in the Arab Gulf states like Dubai, according to Standard Chartered bank.

Overall, one in every three expatriate workers in the Middle East may be poised to return home or move jobs, according to a poll conducted by Bayt.com, which surveyed 22,000 people this spring.

Lebanon’s Central Bank has planned for a worst-case scenario of remittances dropping 30 percent, says Central Bank Governor Riad Salameh, although he says it’s still too early to gauge how severe the impact will be.

“Up till now, we haven’t seen really a negative affect or big change in remittances, and maybe it’s too soon for we are at the beginning of 2009,” Salameh said. “They are a pillar of stability and source of funding of the private and public sector, that’s why we give them importance.”

A river to a trickle

A decline of “between five percent and 10 percent in remittance inflows to Lebanon in 2009 would result in a current account deficit of 10 percent of gross domestic product (GDP) for the year,” wrote Byblos Bank in an article in ‘Lebanon this Week’, citing a prediction by Standard and Poor’s.

And any drop in remittances will mean Lebanese families have less to spend. Rony used to send $500 to $1,000 home every month to help his parents pay the bills. Now thousands like him, and their families, will be forced to survive on much lower salaries than were once available in Dubai.

“I need to find a job ASAP,” Rony says, indicating he’d readily accept a far lower salary than the one he had in the UAE. He says he’d accept “at least one thousand dollars per month, as a start.”

Others have, luckily, landed a job as soon as they returned to Lebanon.

Charbel Karam, 26, lost his job in January as a graphic designer at one of Dubai’s top advertising firms. With his top-notch experience, Karam quickly found a new job in Lebanon that gave him more responsibility, as an art director. He’s making about a third of what he made in Dubai, but he doesn’t mind.

“The cost of living is high in Dubai. It costs $25 for lunch,” Karam said. “I was making money but I wasn’t enjoying it.”

Both Karam and Rony had to leave cars they bought in Dubai behind. Karam says he’ll probably have to sell his late-model Chevrolet Lumina for less than he owes on it — which is about $25,000. Rony’s Nissan Murano has been left with a friend, who Rony says is taking over the loan.

Rony has other loans to worry about as well. His high-rolling, nightclub-loving lifestyle (“every night was a weekend,” he says) saddled him with $27,000 in credit card debt and personal loans.

“I spent all my money. I’m going to start from zero,” he said. Rony asked that his full name not be used in this article to protect him from creditors in Dubai.

The Lebanese Central Bank has tried to cushion and capitalize on the return of so many young expatriates by organizing new start-up loans to entrepreneurs and small businessmen, many of whom may be returning unemployed after losing jobs abroad.

The central bank has tried to capitalize on returning expatriates by organizing new business loans

Minds on the move

And the crisis may help reverse what many Lebanese lamented as “brain drain,” when fresh university graduates would flock to the Gulf for better salaries and benefits.

“[Companies from the Gulf] used to come and recruit at universities. It was so bad that we were finding it difficult to recruit people here,” said Nassib Ghobril, head of economic research & analysis at Lebanon’s Byblos Bank.

He points out that many of those graduates will now be competing with Lebanese returning from overseas for the same positions, which may glut the market with overqualified candidates.

But some returning Lebanese aren’t finding the financial adjustment so hard. It’s returning home to live with the family that is presenting more of a challenge.

“For six years I wasn’t living with my parents, and so it’s so weird. I’m a big guy now,” Rony said. “I’m not comfortable. If I have a lady come to my house, it’s bad. So once I get a new job and good salary, I will move.”

But adjusting to a new lifestyle is something the vast majority of Lebanese in the diaspora will probably not experience. The Standard and Poor’s analysis indicates Lebanon’s expatriate workers are “older, better established and, on average, more wealthy than the diaspora of other MENA countries,” according to Byblos Bank.

Younger Lebanese employees who lose their jobs, like Charbel Karam, may face the most problems in the coming year. Karam is thankful he lost his job early, so he could find a job in Lebanon before an onslaught of expats start returning home.

“Everybody is moving back, so whatever [employment positions] are available now are going to get filled up pretty soon, if they’re not filled up already,” he says.

May 10, 2009 0 comments
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Levant

Telecom’s tortuous tangle

by Executive Staff May 10, 2009
written by Executive Staff

In a country where people seem to do more fighting than talking, the need for an efficient telecommunications sector could hardly be more essential. But like many things in Lebanon, the possibilities are often overridden by reality.

“The [telecommunications] situation in Lebanon in many respects, if not all respects, resembles a disaster zone,” says Riad Bahsoun, telecom expert at the International Telecommunications Union (ITU).

The country’s government-run telecommunications sector lags far behind the rest of the region, with customers suffering exorbitant fees, bad service, poor governance and policies based more on political considerations than economic impetus.

In Jordan for example, the purchase price of a postpaid mobile line (around $12) is about one-fourth the cost of its $50 Lebanese counterpart. Lebanon’s mobile rates per minute are three to four times higher than the world average. The mobile market penetration rate stands at around 32 percent in a region where the penetration rates of some countries are over 100 percent. Lebanon still does not have access to broadband Internet.

The problems started in 1994 when the Lebanese government began rebuilding the telecommunications infrastructure destroyed during the civil war. That is when the government issued four decrees that dictated the manner and direction the telecommunications sector would take.

Calling in the dark

“The government arbitrarily decided to separate the telecom industry, without any knowledge, into fixed services, mobile services or data and internet services,” explains Bahsoun, who is also vice-chairman of the South-Asia Middle East & North-Africa Telecommunications Council.

The resulting governance structure is what Lebanese see today when they look at the tangled web of telecommunications institutions, agencies, regulators and companies.

The decrees resulted in the creation of two general directorates within the Ministry of Telecommunications (MoT). It also created OGERO, the government-owned company that, confusingly, contracts with the government to provide fixed line and internet services. It also created the Global System for Mobile (GSM) office to operate the mobile market.

Bahsoun says the government’s creation of the telecom sector left much to be desired.

“In each segment [the government] started to interfere — govern wrongly with wrong political decisions — in operational decisions,” he says. “Enormous amounts of money and chances were lost.”

In terms of potential however, Lebanon is a telecommunications pot of gold. Its strategic location, educated population and low penetration rates make it a prime candidate for a thriving telecom sector. But it has not come to pass.

“There is a direct correlation between government ownership… and inefficiency,” says Ghassan Hasbani, vice president and partner at the consultanting firm Booz & Company.

Nearly all telecommunication revenues go directly to the government. The only exceptions are providers of end-user Internet and data service such as Inconet Data Management (IDM), Cyberia and others. But even these providers are dependent on the government- owned infrastructure and are subject to revenue sharing agreements with the government. That said, no one seems to know how much money the providers and data operators are making, and how much they are paying to the MoT.

“The Ministry of Telecommunications has something like a dozen revenue sharing agreements with data operators where by the government receives 20 percent. They have never been audited,” says the ITU’s Bahsoun. “Those who may decide to audit are those who receive the money.”

Originally forecasted Lebanese telecommunications reform schedule

Source: TRA
* The privatization of the mobile sector will depend on the regional and international financial market conditions
** Two mobile operators and Liban Telecom
*** Two mobile operators and Liban Telecom
**** Two national broadband licenses, subject to CoM’s decision

Market indicators

Source: TRA
(*) Per household
Note: Mobile and ADSL figures are as of Q2 2008; Fixed and Internet figures are for 2007.

Privatization

Many industry experts say privatization is the key to improving Lebanon’s telecommunication sector. But efforts to free telecoms from government control have proved futile despite attempts to corporatize and privatize the sector.

In July of 2002, the Lebanese government passed Law 431/2002, called the Telecommunications Act, which established the legal framework for the creation of a joint stock company named Liban Telecom.

“I took part in about 35 committee meetings to pass the telecommunications law and we had a dream that it would be implemented immediately,” says Yassine Jaber, current member of the Lebanese Parliament and former Minister of Economics and Trade.

Liban Telecom is intended to be a government-owned body with a corporate framework that eventually replaces the MoT. It is mandated to encourage development, approve licenses, participate in privatization and encourage transparency. But it doesn’t exist yet.

What does exist is the Telecom Regulatory Authority (TRA). The TRA was also created by Law 431 to regulate Liban Telecom’s operations and to encourage competition and investment in the Lebanese telecommunications market.

Although Liban Telecom is nonexistent, the TRA was established in April 2007 “in a sort of cloud,” says one telecom executive. Its first five-member board meeting was held almost five years after Law 431 was enacted.

Kamal Shehadi, chairman and CEO of the TRA, says Lebanon’s politicians lack the will to implement the reforms stipulated in Law 431. He points out that putting the law into action would “cut the umbilical cord between politics and telecommunications.”

The TRA to date has no legal mandate over the MoT or any of its organs, which include both mobile, fixed line telephony as well as Internet access.

“We regulate the market. We don’t regulate the internal governance of a company,” Shehadi says. “We do not get involved in the internal governance of the ministry; that is not our business.”

MP Jaber explains, however, that according to the law, the TRA should be the only entity that manages the sector. “Unfortunately, because of politics [the MoT] has sidestepped the TRA.”

As Lebanon’s telecommunication drama has dragged on, the allure of maintaining government ownership has outweighed the benefits of privatizing the sector.

In January, Telecommunications Minister Jibran Bassil said the Lebanese treasury earned more than $1 billion from the mobile market in 2008, and banked over $300 million from the operations of OGERO. The government’s control over the telecommunications sector is often justified as necessary to ensure a constant revenue flow into the government’s coffers and to pay its debt. But that argument has become less justifiable as the rest of the region leapfrogs the Lebanese telecom industry.

“Government ownership in mobile [telecommunications] is generally not conducive to productivity,” says Booz & Company’s Hasbani.

The idea to privatize the networks inched closer to realization in November 2007, when Lebanon was slated to auction its mobile networks. The decision was reversed only a few months later due to Lebanon’s political stalemate. After the Doha accords, privatization was again put on the table. Then the financial crisis hit, and the proposal was put on the shelf. Again.

In February, the mobile management contracts of Lebanon’s two mobile networks were renewed under a new agreement between the government and Lebanon’s two mobile operators: MTC, part of the Zain group, and Alfa, now managed by Orascom.

“The contracts have to be renewed because there was simply no way for the council of ministers and the TRA to proceed,” Shehadi says.

Previously, MTC and Alfa were paid a flat fee of around $5 million a month to manage the networks. In the past, both operators paid all the operating costs associated with running the networks. This arrangement was, by nature, antithetical to encouraging growth in the sector, because any increased expansion of the networks would increase operating costs, thus reducing the bottom line of the operators.

But Claude Bassil, general manager of MTC in Lebanon, says that under the new management contracts, “the objectives of both the Ministry of Telecommunications and our own are aligned.”

MTC currently receives $6.66 per active subscriber and Alfa receives $6.75 per active subscriber, drastically changing the revenue model, and giving the operators incentive to expand.

Probably the most important element of the new arrangement that will impact the growth of the mobile market is the new pricing structure put in place by the government at the beginning of April.

The plan lowers prices for prepaid monthly subscriptions ($45 to $25), prepaid minute rates ($0.50 to $0.36), monthly subscription fees ($25 to $15) and postpaid minute rates ($0.13 to $0.11) in a move that has been eulogized by many as the sector’s first shift toward a viable pricing structure. The new contracts can be renewed for a period of one year, or revoked if privatization of the mobile networks ever becomes a reality.

With a subscription-based revenue model, the interests of the mobile operators now focus on expanding Lebanon’s overburdened and aging mobile network infrastructure, part of which fizzled out in late March during the prime-time hours.

Samer Salameh, chairman and CEO of Alfa, says the problem was caused by a software bug in a faulty switch that was provided by Nokia Siemens Networks. The switch has been replaced by the company.

“The network… is around 14 years old,” Salemeh says. “Imagine a car that is 14 years old and how it will run today if you don’t change the oil. This is what we have.”

As Executive went to print, both mobile operators were aiming to expand their respective networks by 400,000 subscribers each by May, to reach a nationwide total of 2.4 million subscribers.

The expansion is made possible by an agreement between the operators and the government. The government has agreed to take on the costs associated with any kind of capital expenditure, purchasing everything from towers to switches to buildings. The operating costs are being incurred by the mobile operators. Such an arrangement has made their bottom line look rather dim.

“We would be lucky if we actually make any money this year,” says Salameh. “We are actually forecast to lose some money.”

So why are the mobile operators willing to accept a loss-making agreement? The answer, it would seem, is that they want to get their foot in the door if the government ever decides to sell a chunk of the mobile network.

“We are not interested in [just] managing the network,” says Claude Bassil of MTC’s unique contract in Lebanon. His company usually owns and manages all aspects of the telecommunications network it operates.

At this point the government’s privatization yo-yo has become commonly accepted practice. And further conditions are now being applied to the sale of the networks. The government changed its sales pitch in February after signing the management agreements, saying that it will only offer a minority share for sale to a strategic partner, because the “majority should be reserved for the Lebanese as investors, as individuals or as funds,” says Minister Bassil.

The idea of a minority share has been met with staunch opposition from industry experts who fear that such an initiative would be contrary to the promise of privatization. Hasbani says the move could also reduce the perceived value of the networks, and scare off potential investors. TRA’s Shehadi says the plan is ludicrous.

“These are proposals that have no basis whatsoever in the reality of the telecommunications market,” he says. “They are unprofessional proposals made by people who have never transacted in the telecom market and have never worked on a licensing effort or privatization.”

Proponents of selling a minority stake say such an arrangement is in the interest of Lebanon’s citizens.

Hizbullah — allies of Minister Bassil’s Free Patriotic Movement — has come out in favor of the minority share plan. In the party’s political platform it stresses “the preservation of this national wealth through the sector development and improving its services.”

Ought to audit

Aside from the problems with operations and debates surrounding privatization, irregularities abound in the telecom sector, especially in the auditing process, ITU’s Bahsoun says.

“For 14 years the fixed services network has never been physically audited,” he says. “The operations of OGERO have never been financially audited. And the two mobile networks that have existed in Lebanon since 1995 have never been physically or financially audited.”

The decision to physically assess and audit the networks rests with the Lebanese government, through the MoT, and there is a disagreement as to whether a full technical assessment of the mobile networks has been completed. Shehadi says that OGERO to date does not have an updated fixed asset registry, making it impossible to perform a financial or technical audit.

“There is no such thing as an audit for OGERO,” says Shehadi. OGERO did not respond to requests for comment on this allegation.

On the mobile side of things, the government has appointed PricewaterhouseCoopers (PWC) to produce an audited financial statement in order to gauge the financial position of Lebanon’s mobile telecommunications. Gilbert Najjar, head of the Owner Supervisory Board, the government entity that oversees the GSM office at the MoT, explains that according to International Financial Reporting Standards (IFRS), PWC has fulfilled its obligations and both mobile operators have provided their financials. That said, his office requires a full audit of all the major accounts of the two operators, instead of just the sampling procedures carried out under the IFRS.

“I told the auditors that I will not approve accounts on this basis because I am dealing with the accounting of government money and I need to have a proper check of all documentation,” says Najjar. “I need the major accounts checked and audited on a proper basis, I cannot do it on a sampling basis.”

The issue has been pending since the mobile operator’s contracts were signed in 2004. Only when all parties involved sign off on a final audit will the case of the mobile operators’ financial standing finally be closed.

“At the end of the day you need the government of Lebanon, the operator, and the auditor to come together and this has not happened,” says Claude Bassil of MTC.

This creates a problem for the TRA, because as Shehadi says, his agency is tasked with providing potential investors with the information they need to invest in the mobile networks.

When asked about why these requests have fallen on dead ears, Minister Bassil says, “[The TRA] has nothing to do with privatization; it is something that the minister decides and a policy that has to be adopted by the council of ministers and by our parliament.”

The Owner Supervisory Board is currently in the process of an internal audit of its major accounts.

“These are unprofessional proposals made by people who have never transacted in the telecom market”

Goop in place of governance

In 2005, then Telecommunications Minister Marwan Hamade appointed then general director of operations and maintenance at the MoT, Abdulmenem Youssef, to be chairman and general manager of OGERO. OGERO is contracted to, and paid by, the Office of Operations and Maintenance at the MoT. Bahsoun says this arrangement presents a clear conflict of interest where “the right hand plays the left hand.”

Executive attempted to contact Youssef several times, but he did not respond to requests to address Bahsoun’s allegations.

The Capital Expenditure Committee, called CAPEX, of the Owner Supervisory Board is the government entity that monitors the mobile network operator’s capital expenses. The CAPEX Committee also contains members of OGERO’s board.

“All the CAPEX Committee members either work for OGERO or the MoT and that has been the case for the past few years so there is nothing new,” says MTC’s Claude Bassil.

But Gilbert Najjar says only one board member of OGERO, Alain Bassil, also currently sits on the CAPEX committee.

“It was a decision taken by [former] Minister Hamade and by the general directors of telecommunications who at the time had the powers of the TRA,” Najjar says.

Lebanon currently buys its bandwidth from the cypriot telecom authority, effectively making it a bandwidth colony

Internet at a snail’s pace

The cost of the telecom sector’s spider web of authority is apparent in the archaic speed of Lebanon’s Internet connections. The minister himself seems to have little hope in curing the situation.

“I am sorry to say that as the telecommunications minister, I tried to make some headway with respect to [improving Internet access and services,] but was incapable of doing so,” he said in a speech at the Arab Telecom and Internet Forum last month.

Lebanon currently buys its bandwidth from the Cypriot Telecom Authority (CYTA), effectively making it a bandwidth colony. Plans are in motion to increase Internet speeds. In June, a government project will lay 4,700 kilometers of fiber optic cables in the form of an outer ring and an inner ring to encircle the country. The project is set to be completed by 2011 and cost the government $64 million.

Shehadi says the TRA has also initiated a plan to allow private license in the broadband arena. There is also a plan to connect Lebanon to the International Middle East Western Europe 3 (IMEWE3) network, which could add more bandwidth to the country’s decrepit Internet infrastructure. But Riad Bahsoun of the ITU says the plan would require someone to cut through what may be considerable bureaucratic red tape.

“IMEWE3 is a good decision, but it has to go through Alexandria, and the internal security services in Egypt are not happy because they probably haven’t gotten their share of the corruption,” says ITU’s Bahsoun.

There is little hope that the ills of Lebanon’s telecom sector will be remedied until the results of the June parliamentary elections are in and a new government has been formed. When asked whether any headway can be made with regards to privatization or reform during the current government’s term, Minister Bassil laughed and said, “Definitely not. We can wait.”

May 10, 2009 0 comments
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Editorial

Let talent roam free

by Yasser Akkaoui May 10, 2009
written by Yasser Akkaoui

In spite of everything, the Arab world is adapting to the current crisis. There is developing, out of the gloom, a positive attitude. There have been no more dramatic crashes and we are factoring this reality into our ‘books.’ In short we are less traumatized. It is as the French say, la vie c’est l’habitude. Still, looking at the numbers, the crisis is very much a reality and will not be going away any time soon. So despite this new-found stoicism, measures to spur growth are still needed.

This is where the UAE’s policy of insisting that foreign talent leave the country within one month of leaving a job — enforced or voluntary — is, at least in the current zeitgeist, somewhat short-sighted. A nation in the grip of an economic crisis needs consumers. This is real economics and a scheme should be developed whereby these people — many of them Lebanese, it must be said — be allowed to stay and, more crucially, to spend their money (not, mind you, money that has come from welfare, but for example money from unemployment insurance policies that the unemployed themselves have paid for). Let them stay and spend on their cars and spend on their apartments as they forage for new work.  Then, there would be no urban myths of sand-swept airport parking lots filled with abandoned cars with credit cards tossed casually onto the passenger seat.

Without these people, there will not be ‘real’ economic activity. And the policy of ejection will have an even greater impact on those economies that have already been buffeted by what are arguably the worst economic winds in 60 years. We must be thankful that Dubai’s neighboring emirates — especially Abu Dhabi — have not been hit as hard and have, by maintaining a degree of price relativity, not seen prices, real estate in particular, plummet.

Keeping these valuable human assets on the ground will bring out the best in their entrepreneurial survival instincts. They will regroup; they will network; they will seek out new opportunities and all the while they will be spending and this can only lead to eventual growth. It has happened in Lebanon since the 1970s, when civil war forced the Lebanese to be at their most creative, and it is still going on — despite the best efforts of our politicians to squash any economic dynamism — as many struggle to recalibrate their business lives to the new reality.

Let human talent roam free and it will thrive.

May 10, 2009 0 comments
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Society

Watches – BaselWorld 2009

by Executive Staff May 3, 2009
written by Executive Staff

BaselWorld — the world’s most important watch and jewelry show — opened its doors again this year to exhibit the most luxurious and prestigious brands to the pleasure of watch and jewelry enthusiasts.

While 2008’s show broke all record figures with 106,000 visitors, the current financial crisis has decreased attendance numbers. This year’s show had “at least 20 to 30 percent less people,” says Barkev Atamian, business manager at Ets. Hagop Atamian, one of the leading watch distributors in Lebanon.

Fewer Visitors
Actually, only 12 percent less people visited this year’s BaselWorld. In precise numbers, there were 93,000 visitors and 1,952 exhibitors present. Exactly 2,973 accredited journalists were also present at the show to find out what the other 95,000 people were talking about, according to the Swiss Exhibitors Committee.
Certainly, exhibitors would have preferred to see the number of visitors exceed the 100,000 mark. But in current conditions, an even bigger drop was expected.
“I don’t know about other brands, but actually we had quite a big crowd everyday and sales were really very good,” says Eric Vergnes, Middles East’s general manager at TAG Heuer.
“Particularly for the market of the Middle East where we sold products a bit less compared to last year, but better than expected.”
The same statement came from many brand managers who expected much worse, and were pleasantly surprised. Georges Bechara, brand manager of Zenith in the MENA region says, “I am happy personally with the orders that we took in Basel despite the crisis.”
Bechara further explains that the mood in general was positive, and echoes Vergnes by adding that good orders came from the Middle East market, which is still better positioned compared to other regions.
But the effects of the economic downturn are still rippling across the Middle East, and it showed. Buyers and collectors have less money to buy, or to travel, or they are less keen on spending their money on ritzy accessories. Jean Tamer, president of Tamer Frères, the official distributor of many luxurious watch brands like Audemars Piguet and Breitling in Lebanon, attributes the decrease to the SIHH (Salon International de la Haute Horlogerie) which took place in January in Geneva.
“The SIHH used to be in Geneva a couple of days after Basel. This year SIHH [left] Basel, so many customers avoided two trips to Switzerland,” says Tamer.

Pre-Basel
Many watchmakers usually release pre-Basel teasers one or two months before BaselWorld to draw their big clients’ attention. As BaselWorld is for everyone, pre-Basel is private for the manufacturers themselves, which enables them to have the full attention of their invitees and pace the viewing of the merchandise. This year, Rolex, Zenith, Versace and other brands have canceled their traditional pre-Basel shows for different reasons.
“This time we didn’t [do a pre-Basel]. I think we made the right choice because we won’t have the return on investment that we want. So we prefer to concentrate on Basel,” says Bechara from Zenith. He further explains that last year’s pre-Basel in Dubai was the ‘dream pre-Basel’ which cannot be repeated this year in such an economic climate.
Versace has not entirely canceled pre-Basel, but as Paulo Marai, managing director of Versace Watches explains, “Normally we had these people fly from all over the world. Now we decided this year to hold the meetings within the regions.” In other words, Versace wants to decrease the money its clients and partners spend and go to them, while also personalizing its products to meet the needs of each region.
“We took advantage of the difficult moments to have a more tailor-made strategy,” Marai says.

BaselWorld 2010
As BaselWorld 2009 closed its doors, it won’t be long before watchmakers find themselves preparing for BaselWorld 2010, held from March 18 to 25 in Basel, Switzerland. Hopefully, better market conditions will allow manufacturers to present their novelties and not have to worry about fewer sales or visitors. As Swiss Watch Federation President Jean-Daniele Pasche wrote in the BaselWorld Daily News on March 30, “The Swiss watch industry remains confident in its ability to live through these turbulent times thanks to its great resources. Its ability to innovate in technology and styling, its training, brands and global presence.”

May 3, 2009 0 comments
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Executive Insights

Crisis strategies for financial officers

by Hadi Raad May 3, 2009
written by Hadi Raad

The authors of Executive Insights have been invited by this magazine to offer their professional opinions and analysis to you, the reader. Executive magazine does not endorse the analysis of Insight authors, nor should the Insights be interpreted as reflecting the views or opinions of Executive or its editorial staff.

For the last seven years, successful chief financial officers (CFO) have positioned themselves at the forefront of corporate strategy, driving financial performance across all business entities. During this economic crisis the CFO must — now more than ever — be more than an accountant or a referee: he must actively manage the balance sheet and seek out opportunities to create value for the company.
In the Middle East and North Africa region, as elsewhere, the crisis is generating conditions that present unique challenges for the CFO. Lower business-to-business spending, and in some industries lower consumer spending, means declines in revenue. Restricted lending from banks results in potential cash-flow challenges. A drop in enterprises’ debt capacity leads to higher weighted average costs of capital. All of these factors drive lower capitalization multiples and lower terminal values, significantly reducing shareholder value.
During this turbulent time, cash is king and the CFO is the power behind the throne. The CFO’s challenges, however, will vary according to the financial strength of his company. In organizations with liquidity constraints, CFOs will have to cope with difficulties in raising capital: debt will become more costly, if it is available at all.
Floating more shares could prove ineffective in the current turmoil and would further send negative signals to stock markets. For companies that have more cash on the balance sheet, CFOs will still have to contend with threats to revenue. The crisis, however, is also likely to elevate cost consciousness and financial awareness among management. CFOs will need to leverage this exceptional trend in MENA management behavior to seek out opportunities to optimize costs, increase synergies across operations and rationalize capital expenditure spending.
Regardless of the organization’s financial status, almost every CFO has heard one or more of the following questions from the chief executive officer:

  • How will the current economic crisis impact our financials in local, regional and international operations?
  • How can we optimize our operations to create value despite the downturn?
  • What level of investment and spending is appropriate to maintain profitability and sustainable growth?
  • How can we ensure adequate cash to fund operations and growth aspirations, despite the credit crunch?
  • How can we protect our share price from both decline and volatility despite the stock markets’ turmoil?

Few of the CFOs in the MENA region who are struggling with this economic crisis have ever experienced anything like it. Not many of them were in their jobs during the collapse of the dotcom bubble at the start of this decade. Despite some similarities to the last economic downturn, this crisis is significantly different in terms of its global nature, scope and scale. More CFOs than CEOs were laid off during the 2001 recession, and CFOs are once again under the spotlight.

The way through the crisis
In order for CFOs to weather the economic crisis, leverage any potential opportunities for their companies, and solidify their own positions, they should structure their agendas according to four key pillars:

CFOs should swiftly assume a strategic role in their organizations if they haven’t done so already. They need to quickly build capabilities, free themselves from daily operational tasks, and focus their efforts on the strategic dimension of their agendas with an outward perspective on contemporary business issues.

  • Extract value from current operations — Look across the organization for ways to improve operational margins and generate cash flow. This may include optimizing operating expenditure, rationalizing capital expendiuture against value-based business cases, reevaluating fixed-asset utilization against opportunity cost to maximize return on investments (ROI), integrating or consolidating across global operations to capture synergies, and ensuring effective management of company resources to maximize value generation. In short, MENA CFOs should entrench a culture of value-based management across the organization. Companies should institute key performance indicators (KPIs) that measure economic profit rather than just revenue in order to align management behavior and actions with the creation of shareholder value.
  • Regularly assess and assure enterprise financial health — Conduct dynamic financial planning and risk management activities to detect finance time-bombs before they explode. Timely management reporting and scenario planning are essential in this regard. The CFO perspective should be based on awareness of the relationship between actions and the enterprise’s financial results. Moreover, MENA CFOs could consider hedging international investments across various financial risks, such as currency fluctuations. Finally, CFOs should revise dividend policy and capital structure as necessary to maintain debt-to-equity ratio at controllable levels. An early risks alarm on the enterprise’s financial health to the CEO and board of directors is essential.
  • Manage the corporate portfolio — Reassess the business’ portfolio, based on what assets create value and how they fit together strategically; consider selling assets with opportunity costs that are higher than the asset’s current market value. CFOs of financially strong corporations should continue to actively seek regional or international investments that are a good fit with the organization’s capabilities and strategies and that might currently be undervalued. The right moment to invest doesn’t depend on the market cycle, but rather on whether the investment will drive the operational strategy and whether there is access to necessary financing.
  • Secure funding sources — Manage liquidity and ensure optimal funding sources for CapEx and M&A activities. The region has previously witnessed significant M&A activity that has consumed excess cash resources; nevertheless, cash might still be on the balance sheet in the form of working capital. While some enterprises fund their operations with a negative working capital (e.g. Amazon.com), many MENA enterprises suffer a highly positive value. Smarter management of receivables, payables and inventory could release the cash needed to recover liquidity. This could involve revising customer credit and vendor financing policies. Furthermore, CFOs should leverage any potentially slower deal-making period to negotiate and secure financing alternatives and revise the pecking order. This will speed the company’s ability to act when a target emerges. Finally, CFOs should also manage investor relations in capital markets to enable equity funding, and contain the turmoil around share prices. In fact, CFOs are best positioned to rebuild confidence among the community of investors in the MENA region via proper communication of their enterprise growth story based on business fundamentals.

Hadi Raad is senior associate at Booz & Company

May 3, 2009 0 comments
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Executive Insights

Information security a key component of corporate strategy

by Waddah Salah May 3, 2009
written by Waddah Salah

The authors of Executive Insights have been invited by this magazine to offer their professional opinions and analysis to you, the reader. Executive magazine does not endorse the analysis of Insight authors, nor should the Insights be interpreted as reflecting the views or opinions of Executive or its editorial staff.

The current global economic downturn has not deterred some organizations from increasing budget allocations for information security. The issue is still a top priority with business leaders, although there are some key areas which still demand greater attention in terms of protecting the overall security and reputation of an organization.
Ernst & Young’s Global Information Security Survey 2008 canvassed nearly 1,400 senior executives from more than 50 countries around the world. The survey shed some light on the corporate strategy of organizations and specific areas that demand immediate attention. From the Middle East region, more than 100 executives participated in the survey.

The role of information technology in information security
Information security is closely linked to the information technology functions of an organization. Historically, IT is the first to feel the pressure of an economic downturn. Despite tightening economies, the survey indicates that organizations are increasing investments in information security and more organizations are adopting international security standards.
Even with an economic downturn facing some of the world’s largest economies, 50 percent of respondents said their budgets are set to increase. Only five percent plan to decrease their budgets. These are positive signs indicating that organizations recognize cutting back security would have an adverse effect on stakeholder perceptions, especially because security threats and attacks normally increase during an economic downturn.
Organizations are starting to think of technology along with the traditional themes of finance and human capital to de-risk their operations, which is encouraging.

Security breaches damage brand
In September 2008, the media wrote that some of the major banks in the UAE had warned hundreds of thousands of customers that their accounts may have been compromised and urged them to change their personal identification numbers immediately. The warning came after a large-scale card fraud by international gangs was unearthed, in which huge sums were wiped from customers’ accounts.
Another story referred to a card network warning banks that the security of some debit and credit cards was compromised. This led to the cancellation of many cards and an inconvenience to customers. Banks also blocked international transactions for a few days causing payment delays.
These are classic examples of a breach of information security where customer data was stolen with the purpose of making fraudulent transactions. Well-known brands all over the world have fallen victim to such misuse of identity by fraudsters and have had to spend millions of dollars to resolve resulting issues. These incidents draw attention to the crucial role played by information security in protecting an organization’s business, its customer confidence and its brand.
The results of Ernst & Young’s survey show that a growing number of organizations now recognize the vital link between information security and strong brand reputation. Most respondents believe that a security incident would have a greater impact on reputation and brand than on revenues. Some 85 percent cited damage to brand reputation as significant, compared with 72 percent for loss of revenues. A single security incident can damage or even destroy consumer conidence in a brand, which takes years to build. The media attention surrounding security breaches emphasizes how much damage can be done to a firm’s reputation.

Third party threats on rise
Investments in technology are of little value unless employees are trained on what to do and how to do it. Organizational awareness was cited by 50 percent of respondents as the most significant challenge to information security. The survey shows awareness is more significant than the availability of resources (48 percent), adequate budget (33 percent) and addressing new threats and vulnerabilities (33 percent). Mere increase of the expenditure on technical solutions will not help organizations achieve the desired results, as people are often the weakest link.
However, the use of third parties and outsourcers is on the rise, increasing the risk of information security breaches. Organizations are taking significant steps to safeguard information, but this practice still runs many risks. Only 45 percent of respondents said specific information security requirements are included in third party contracts — this requires immediate redress.
Although most respondents cited various measures organizations adopt to ensure their external partners, vendors and contractors protect their sensitive information. Almost one third said that they do not review or assess how contractors are protecting their information, which is quite alarming.

Directions for information security function
A clear understanding of information security is essential for its efficient implementation. As technology evolves, so does risk. Effective information security will help businesses improve the competitive advantage of their operations, make these operations more cost-efficient and reduce risks.
Ernst & Young’s survey shows that many organizations are still struggling to achieve a strategic view of information security. Only 18 percent indicated that it is integrated into the business strategy, and 29 percent have no information security strategy at all.
Reliance on technology continues to grow around the world and our region is no exception. Even as organizations adopt innovative methods to process and exchange information, threats to information security from various quarters, both regional as well as international, are on the rise.
Although regional awareness is increasingly transcending mere compliance and regulatory norms, there are still crucial areas that businesses need to pay greater attention to and invest in, such as insider threats, privacy and third party relationships. Organizations need to constantly evolve their security strategy according to changing times. As the saying goes, prevention is better than cure.

Waddah Salah is partner in Ernst & Young Middle East and the head of technology enabling solutions and enterprise solutions in the Business Consulting Group

 

May 3, 2009 0 comments
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Executive Insights

The case for healthcare

by Imad Ghandour May 3, 2009
written by Imad Ghandour

Private equity funds in the Middle East and North Africa are focusing on defensive sectors like healthcare, education and fast moving consumer goods. As the second in a series of three articles discussing the rationale and strategies behind such defensive strategies, this article focuses on the case for investing in the regional healthcare sector.

On a growth trajectory
There is no question that healthcare is booming despite the financial crisis — not only in the Middle East and other emerging markets, but also in many parts of the developed world. Healthcare is now a consumer priority, and it is setting the political agenda. Despite the individual and governmental focus, the current system for delivering healthcare is believed, by most experts, to be archaic. In the United States (US), the cost of maintaining the current system is consuming around 15 percent of gross domestic product (GDP), and many believe it is heading towards 20 percent of GDP. In the Gulf Cooperation Council (GCC), quality healthcare is simply not delivered by the current system to most of the population despite the fact that GCC governments have elevated healthcare to a policy priority.
The rate of growth in the sector exceeds that of GDP, and such a rate is proving to be sustainable despite the economic slowdown. In Saudi Arabia, the healthcare sector is expected to grow at 10 percent annually over the period 2005 to 2010. There is a strong emphasis among GCC governments to improve healthcare services and related infrastructure, which is translating into large government spending. With large budget commitments, young and growing populations, and the rise of a number of lifestyle illnesses like diabetes, the region’s healthcare and the underlying sub-sectors are bound to grow in the years to come.

Where to invest
Yet the healthcare sector is tricky to invest in. Market forces do not necessarily translate into revenue or profits — look at how hospital profits have been squeezed in many markets by insurance companies. Regulatory intervention for example, in setting the price of pharmaceuticals, is the norm rather than the exception, and significantly skews the sector’s economics. The misalignment of interest between the patient, the payer (usually government or insurance), and the service provider creates mistrust and sub-par service delivery to the ultimate consumer of the service. In the GCC, the public sector controls 75 percent of the sector, and public operators are resisting change and protecting their turf. The physician-centric model for delivering healthcare is under pressure due to escalating costs and physician shortages, yet physicians, through their professional associations, are resisting initiatives to improve the system.
Many healthcare investment opportunities are also capital intensive. Hospital’s costs reach tens of millions of dollars, and pharmaceutical companies invest billions in research and development. For investors, such capital intensive business models do not yield good returns because a significant part of the operating cash flow has to be reinvested in the business to sustain its growth.
The lucrative investment opportunities in the Middle East are in specialized healthcare delivery and supporting services. Services like dialysis centers, ophthalmology clinics and labs have coherent business models. They have controlled and well understood cost structure, need limited real estate investment, can be quickly replicated across geographies and sustain better margin pressures. Consequently, the bottom line can grow at much healthier and faster rates than a general hospital chain.
The macro fundamentals for healthcare may be very attractive, but the healthcare system churns out many losers. This is a sector where you may be best rewarded by staying on the sidelines or behind the scenes.

Imad Ghandour is executive director at Gulf Capital

May 3, 2009 0 comments
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Executive Insights

Breathing magic into a brand

by Rany Kassab & Ramsay G. Najjar May 3, 2009
written by Rany Kassab & Ramsay G. Najjar

The authors of Executive Insights have been invited by this magazine to offer their professional opinions and analysis to you, the reader. Executive magazine does not endorse the analysis of Insight authors, nor should the Insights be interpreted as reflecting the views or opinions of Executive or its editorial staff.

“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”
While he might have said it somewhat bluntly, the words of former ad executive David Ogilvy certainly ring true.
In its purest form and narrowest dictionary-like definition, the goal of branding is to make a product or a business look distinct from its competition, and provide it with a competitive edge that can translate into a whole lot of dollars and cents. This is why for decades, and some might argue centuries, people have been on a quest to find a single magic formula, the branding ‘Holy Grail’ that encapsulates the ingredients of an ultimate and successful branding equation.
While branding has historically been linked to consumer goods and corporations — just think Pepsi, Sony, IBM, Crest, or any of the brands you see plastered on thousands of chaotically placed billboards across Lebanon — in today’s media-crazed society, branding has extended to the realm of people. David Beckham, Madonna, Martha Stewart, and our very own Haifa Wehbe are a few examples of individuals turned brands.
If you ask a man on the street what first comes to mind when hearing the name Che Guevara, chances are his answer will be “revolutionary.” If you ask a lady what word best describes a Louis Vuitton bag, you will most probably hear her say “luxury.” This, in essence, is what branding is all about: creating a unique identity that people associate with a company, product or person.
The challenge is to create a brand that stands out from the crowd and conveys positive attributes that people can recognize and instinctively identify as the brand’s own. This is a trademark of successful brands and a building block for establishing brand value.
Companies that invest in building their brand stand to reap the benefits, which in the case of Coca-Cola for example, exceed $66 billion in brand value (according to Interbrand’s 2008 ranking) or in the cases of Kleenex and Vaseline, enjoy the luxury of becoming a generic noun for certain categories of products.
That said, establishing strong brand value requires deploying a holistic brand strategy characterized by a number of key success factors. While inventing a new type of product can go a long way toward establishing a successful brand (e.g. Hoover or Nescafé), most brands are less fortunate and need to heavily invest resources and effort to reach the desired brand value.
Many companies realize that the key to establishing a successful brand is creating awareness and wide-reaching recognition of their brand name. This, however, leaves some way to go on the journey to creating brand equity and value.
The company needs to define a clear vision of what it hopes to represent for customers. It must aspire to a position that is unique and distinctive, a position that reflects the company’s DNA and is specific to its culture. It must then work to ensure the target customers share its view of the brand. For example, if a person wants to feel prestigious, he will most likely buy a Mercedes; if he wants to feel rebellious he will hop on a Harley-Davidson, and if he feels like partying every night until six in the morning, he will probably spend his next vacation in Ibiza.
All such successful brands also have in common one universal element: not only have they cultivated an image or experience that is associated with their brand, but they were able to deliver a product or service that holds true to their brand promise. It is not enough for a company to say it is environmentally-conscious or to spend large sums of money on environment-related corporate social responsibility activities. In order to be perceived as eco-friendly, a brand has to live and breathe its ethos.
A prerequisite for a brand’s success is that it first be lived and experienced internally. A company’s employees should become ambassadors of the brand, mirroring its characteristics and positioning it accordingly.
This is why companies with successful brands emphasize internal communication and institute brand induction programs. All employees are introduced to the brand and its values and asked to live the brand experience. Walt Disney is a prime example. The company’s programs aim to ensure all Disney employees buy into and embody Walt Disney’s brand attributes in their everyday lives.
Another pivotal success factor in building brand value is to reflect its positioning and experience through its communication. All the messages a company conveys to its stakeholders should focus on cementing its brand attributes and values. A company can cement its message in mainstream advertising, public relations activities, product placement, brand endorsement, and even through the visual manifestation of the brand, including name, logo, colors and graphics — all of which incorporate its corporate identity.
Creating a brand experience therefore requires the meticulous effort of ensuring consistency in corporate identity, in all of its applications and across all areas. Air France, for example, decided in the 1990s to position itself as a luxurious and refined airline. The company then translated this idea into a brand that embodied the ‘French way of life’. The airline succeeded by creating a unique language and set of symbols, including a lofty design for its lounges, a distinctive style for its attendants’ uniforms, and even landing and takeoff music that expressed that same sense of refinement and luxury. Consistency was also demonstrated throughout its advertising campaigns, which invariably highlighted its positioning though elegant themes, graphics and colors.
Only when a company adopts a branding strategy that combines all of these elements, can it effectively build brand value.
In this part of the world, companies are realizing the need to invest in their brands. A number of them have secured an entry level ticket to the privileged club of brand success stories, knowing that they still have some way to go before asserting their full membership status.
But for other companies, the results have been far from perfect. This is often due to a strategic failure by companies that focus extensively on creating name awareness and recognition. For those who went the extra step and established their aspired image and positioning of the brand, many missed out on living or delivering on their brand promise. While such a short-sighted approach transcends sectors and industries, it is especially characteristic of the real estate and property development market. Huge investments ensured every person across the region could recognize the names of the big industry players. Yet few people have a clear, positive image of what each company represents, nor can they distinguish between one and the other.
In other cases, the failure to successfully create brand equity lies in overlooking the importance of cultural adaptation. A company’s brand identity, from its positioning and value system to its name and logo, should be relevant to its own markets and in line with the expectations of its customers. You can learn from the successes and mistakes of global companies’ branding strategies, but these lessons are only valuable if adapted to the company’s own culture and environment.
Another strategy that inherently stands in the way of any success is the reliance on so-called ‘copycat’ strategies in trying to build brands. This seems to even extend to the branding of artists. Simply flip through TV channels on any given day, and you are bound to come across a singer that has undergone all possible cosmetic surgeries to look like another more famous one. Imitation is the name of the game there, and in branding, that’s a losing game.
There is no magic, uniform formula for branding. Regional companies should first and foremost change their skeptical view of investing in their brands and start addressing branding as a top priority. It is only through harnessing communication that their brands can truly reflect soul and substance, and move away from the prevalent skin-deep approach to branding.
Brands should have a clear message and stand for distinctive attributes that should be communicated to stakeholders, reflected across all corporate identity applications and embodied by everyone within the organization, from the chairman to the newest intern.
“In a fast-paced world, today’s popular brand could be tomorrow’s trivia question,” former PepsiCo Chairman Wayne Calloway once said. If a company is keen to avoid such a doom scenario, it is better start thinking of properly building and sustaining its brand.

Rany Kassab & Ramsay G. Najjar S2C

May 3, 2009 0 comments
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Since its first edition emerged on the newsstands in 1999, Executive Magazine has been dedicated to providing its readers with the most up-to-date local and regional business news. Executive is a monthly business magazine that offers readers in-depth analyses on the Lebanese world of commerce, covering all the major sectors – from banking, finance, and insurance to technology, tourism, hospitality, media, and retail.

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