By FARAZ SIDDIQUI
Jul 31 - Aug 06, 2000
Ejaz Hassan is a promissing youngman, having post of Managing Director
of Synectiv Pakistan (Pvt) Ltd. He did his MBA in Corporate Finance and BBA in Marketing
and Accounting from Texas USA. He has attended a number of seminars and remained on
different responsible positions. He also worked as National Sales and Business Development
Manager at Pakistan Mobile Communication Private Limited (PMCL). He also worked as
Planning and Control Executive at AEG Pakistan (Pvt) Limited. His working experience and
passion helped him to run over all operations of Synectiv. Last week, Ejaz Hassan,
Managing Director Synectiv talking to PAGE enlightened the current operations and
future plans of the organization, following are the excerpts of his interview.
PAGE: What is Synectiv and what are its operations?
Ejaz Hassan: Synectiv is basically a UK based company selling
60000 mobile handsets of various manufacturers per month. We are basically involved in
distribution of services and products with an approach to provide all the mobile phone
related services under one roof. In Pakistan, during first month of operation , Synectiv
has managed to sell 4000 handsets. Synectiv aims to provide customers with more quality
and brand consciousness which will help the country to cut gray markets and expand the
market for cellular phones.
PAGE: What perspective in Pakistan regarding cellular phone
Ejaz Hassan: Pakistan is an emerging market for cellular
products, mobile phone usage is expected to grow by 100 per cent within the year
2000/2001. In Pakistan during last six years market of cellular phones increased
drastically, consumer has become more conscious about quality. Synectiv aims to connect
the Pakistan with modern changes through this sophisticated way of communication.
PAGE: what are the main detriment to develop the mobile use in
Ejaz Hassan : In our country Mobile phone is still a luxury and
status symbol while round the globe it is being used as necessity with cheapest price. Up
front cost of mobile phone in Pakistan is very high because of high taxes and tariffs as
mobile users have to pay additional charges for every incoming call which is free in most
of the countries like USA and UK. Government should allow relaxation to mobile phone
companies in order to make it affordable for everyone.
PAGE: What are your expansion plans?
Ejaz Hassan: Currently we are working with Ericsson with our
display centre. In near future we are interested to open one more centre in Karachi,
Lahore, Islamabad. Synectiv does not believe to introduce many products at the same time
but we will continue to distribute and place new products in the market with intervals of
time. Soon Synectiv is going to launch Motorola in this regard. Synectiv is representing
six different manufacturers and we adopt different strategies for different organizations.
Synectiv has also planned to introduce Inter Roaming Prepaid card in Pakistan by the end
PAGE: Gray market is also a detriment for mobile market
expansion, what do you think about it?
Ejaz Hassan: Main reason of fostering gray market is extremely
high prices of original hand sets and lacking of choices for general public because of
unawareness of quality and brand consciousness. Gray marketers are our main rival and we
are determined to excel the development of brand consciousness among customers as against
PAGE: what makes you different in the market?
Ejaz Hassan: First handset distribution (GSM/AMPS) company in
Pakistan, imported handsets of leading brands, warranty along with repair with complete
cellular solutions are the exclusive features of Synectiv. Synectiv is basically a
multidimensional distributors which sells handsets with multiedge services. At our display
centre and Erickson service point one can get an exclusive range of world's leading brands
of cellular sets, high-tech accessories, kits, batteries and chargers, on the spot
connectivity of either GSM and AMPS connection, choice of cost-free customized solutions
with ever welcoming courteous staff.
PAGE: What role PTCL playing in this regard?
Ejaz Hassan: PTCL can play a very effective role to promote the
cellular culture in Pakistan by giving relaxation to the mobile companies and users. PTCL
is likely to reduce the tariffs by the month of September as PTA is going to introduce CPP
( Calling Party Pay) with which mobile user will not be charged incoming call. CPP would
encourage the cellular use in Pakistan but issues like increase in call charges combined
with a reduction in pulse for the land line user should also be overseen.
PAGE: Any message to the readers.
Ejaz Hassan: We believe in mutual relationship with customers.
Synectiv is here to add value to their products and they should come forward for better
services and products. Synectiv claims more quality with more security.