Page 24 - Sphere No.5 (Feb 2002)

T E L E C O M S
Hutchison’s remarkable progress in the tough India
cellular market is seen as a triumph over adversity, and
subscription numbers are climbing fast.
By Bilal Khan
O n January 26,
2001, an earth-
quake measur-
ing 7.8 on the
Richter Scale struck the
Indian state of Gujarat.
The damage was immedi-
ate and massive with vil-
lages and towns reduced
to rubble. Amidst the
destruction, only one
telephone network was left standing
and fully operational—Fascel, the
Hutchison joint venture.
The network’s voice and SMS
(Short Message Service) capabilities
played a significant role in the mas-
sive relief efforts that followed
the earthquake. Fascel immediately
swung into action, rushing in spe-
cialised equipment to provide local
mobile communications. For two
days after the catastrophe, calls were
free. The company also gave hand-
sets and airtime to relief agencies,
and waived charges on incoming calls
to government officials. Fascel also
set up mobile Public Call Offices,
which handled 15,000 calls per day
during the aftermath, and a toll-free
helpline was established so that
worried relatives could send free
messages to any other part of the
country. The entire operation was an
exercise in masterful management
under deplorable conditions.
Today, Fascel is the largest operator
in India outside the four major cities
with more than 260,000 subscribers.
The dramatic events
associated with Fascel’s
rise over the past year
exemplify the Hutchison
cellular story in India.
It is characterised by
dedication in the face of
stiff challenges, an un-
wavering commitment
to the customer and a
steadfastly focused long-
term view fully supported by its
partners in India. It is a story that has
helped change the face of communi-
cations in the world’s second most
populous nation.
SPREADING THE WORD
Mumbai provides an insight into
the telecommunications phenomenon
that is sweeping across the whole
country. The city is festooned with
billboards advertising Hutchison Max
Telecom, Mumbai’s leading cellular
operator. Mobile phones have
become an integral part of life for
many of the city’s 18 million resi-
dents, in particular the thriving
business community.
Local courier companies and sales
forces use them in the field, with text
messaging playing a particularly
important role. Fisherwomen rely on
them to take dockside orders; execu-
tives keep up to date with their
customers, colleagues and the latest
cricket scores. Even priests are occa-
sionally seen sporting a mobile en
route to prayers. In short, the mobile
HELLO
INDIA
Gujarat