ARAB OPEN UNIVERSITY

FACULTY OF BUSINESS STUDIES

BB844 MARKETING IN THE 21st CENTURY
TUTOR MARKED ASSESSMENT - FALL 2021-2022, SEMESTER 1
BB844- TMA02 – Fall Semester (2021 – 2022)
Introduction
Please read these instructions carefully and contact your tutor if you require any further
clarifications. You should submit your completed assignment to your tutor to arrive no later than
the cut-off date: 06.12.2021 (23.hrs GMT).

Please use standard A4 size paper for submitting the hard copy of your TMA02. Your name,
personal identifier, course and assignment numbers must appear at the top of each sheet. A soft
copy of your TMA02 must be uploaded to the university moodle within the indicated cut-off
date. The hard & soft copies must be identical. Please leave wide margins and space at the end of
each sheet for tutor comments. It is better to use double spacing so that you can easily handwrite
corrections to your drafts and tutors have space to include their feedback on the script. Start each
question in the assignment on a new page.

Completing and sending your assignments

When you have completed your TMA02, you must fill in the assignment form (PT3), taking care
to fill all information correctly including your personal identifier, course code, section & tutor,
and assignment numbers. Each TMA02 and its PT3 form should be uploaded on the AOU branch
moodle within the cut-off date. Late submissions require approval from the branch course
coordinator and will be subject to grade deductions. All assignments are treated in strict
confidence.

In all your analyses and discussions, you should make sure that your arguments are coherent and
rooted in the frameworks we will be learning in this course. Moreover, you are encouraged to
develop and expand your own ideas and engage in a meaningful debate. Speculations and/or
hypothetical conceptions you might have regarding the firm will not help you for this assignment
unless you support them with sound analyses. If you feel that you are unable to meet the cut-off

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date of the TMA02 because of unusual circumstances, please contact your tutor as soon as
possible to discuss a possible extension to the cut-off date

Plagiarism
The Arab Open University Definitions of cheating and plagiarism
According to the Arab Open University By-laws, “The following acts represent cases of cheating
and plagiarism:
 Verbatim copying of printed material and submitting them as part of TMAs without
proper academic acknowledgement and documentation.
 Verbatim copying of material from the Internet, including tables and graphics.
 Copying other candidates’ notes or reports.
 Using paid or unpaid material prepared for the student by individuals or firms.
 Utilization of, or proceeding to utilize, contraband materials or devices in
examinations.”

Penalty on plagiarism
 The following is the standard plagiarism penalty applied across branches as per
Article 11 of the university by-laws:
 Awarding of zero for a TMA wherein more than 30% of the content is plagiarized.
 Documentation of warning in student record.
 Failure in the course to dismissal from the University.
All University programs are required to apply penalties that are consistent with the University by
laws.

Examples of Plagiarism
Copying from a single or multiple sources, this is where the student uses one or more of the
following as the basis for the whole, or a good part, of the assignment:
1. Published or unpublished books, articles or reports
2. The Internet
3. The media (e.g., TV programs, radio programs or newspaper articles)
4. An essay from an essay bank
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 5. A piece of work previously submitted by another student
6. Copying from a text which is about to be submitted for the same assignment

In your TMA, you should have explored both academic (e.g., journal articles) and non- academic
services (e.g., websites), examining the underlying assumptions of the theory or model you
chose. You should have also identified the benefits and challenges, weaknesses and strengths of
the models and theories.

TMA Objective

Please prepare your views to the following questions considering the information presented in
the question and the course materials. Your answers must defend your point of view. You need
to justify your views wherever possible. Moreover, the objective of BB844 TMA 02 helps to
understand and analyze the telecom markets in the Middle East, Etisalat’s growth and
marketing strategy and Future of Etisalat.

Etisalat - Branding Telecom in the Middle East

Ms. Vasudha M

Abstract:
The telecom markets in the Middle East were mainly tightly regulated monopolies till the mid-
2000s. Despite being profitable, they were sluggish, not very innovative and service quality
suffered due to lack of competition. It was only in 2004 that the telecom markets in the region
were liberalized and sector specific regulations introduced, leading to improvement of service
quality. Etisalat, one of the earliest telecom players in this region, was a dominant force in UAE.
The company headquartered in Abu Dhabi was founded in 1976 and over the years had grown to
become a strong player in the region. Keeping in mind the needs of the local communities in the
Middle East and African regions, the company had introduced several innovative solutions.
Etisalat was thus widely recognized for these efforts and received several awards and accolades.
In the late 2000s when the domestic market shrunk, Etisalat looked overseas for expansion and
growth. The lessons learnt from these efforts prompted the company to turn the focus back to its

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domestic market and to strengthen its current portfolio in existing markets. The case highlights
the growth of Etisalat and its innovative solutions while discussing the dynamics of the telecom
markets in the Middle East.

Case Study
The telecom markets in the Middle East were tightly regulated with very few leading players till
the mid-2000s. It was only in 2004 that the market was liberalized, followed by the introduction
of sector specific regulations thus opening the market to competition and facilitating economic
growth.

Since 1976, when the company was founded, Etisalat has grown considerably and become an
international player known for its technological innovation registering record profits and growth.
In 2012, the company was driven by the desire to become a leading global provider of internet
and mobile services. The Middle East markets enjoyed a high level of mobile penetration and the
demand for broadband services was growing. Companies such as Etisalat through their
sophisticated Infrastructure and innovative solutions had raised the level of telecom services in
the region. As a leading player in this sector the company was creating the right environment to
accelerate social development and economic growth through innovative solutions that had the
ability to transform communities and businesses. Etisalat had introduced services to improve the
accessibility of education and healthcare services in the developing countries in Africa whereby
providing highly localized solutions to uplift the living standards of the local communities.

Telecom Industry in the Middle East

Until 2004, the telecom market in the Middle East (ME) was a tightly controlled monopoly,
under the control of the state. Though the tightly regulated monopolies were profitable in most
regions they were sluggish in the introduction of new services and reducing call rates. Service
quality suffered, and the sector also suffered from lack of formal regulations. It was only in
2004, when the Telecom Regulatory Authority 1 (TRA) was set up, that the government allowed
competition thus paving the way for further growth. The government issued second mobile
licenses and, in some cases, even third new mobile licenses in addition to new fixed licenses.

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Sector specific economic regulations for the telecom sector were also introduced in some
regions.2

The entry of competition did not deter the growth of the existing local players in the GCC 3
region. The ME enjoyed a high penetration of mobile usage which was still growing at a fast
pace in the GCC countries. Bahrain, Qatar and UAE in this region, which were politically stable
and high-income countries, had penetration levels above 100%. But the emerging markets in the
region held enormous growth potential.4

The factors contributing to the high level of mobile usage was the lack of fixed line
infrastructure, the dynamic marketing by local operators, rapidly growing GDP, the dominance
of the 15 to 25 age group for whom the mobile was a very attractive device, improving
educational standards resulting in increased technology literacy and prevalence of immigrant
workers who were quick to adopt mobile devices as a convenient means of communication.5

Though the region in general enjoyed high mobile penetration, broadband penetration was much
lower. This was due to several factors. The existing players were slow in introducing ADSL 6
broadband and in some cases the configuration of the local access network did not support this.
The pricing of broadband services was also on the higher side. The low penetration of computers
in some markets also limited the demand for broadband services in this region. Consumers also
preferred to access the internet via mobile devices rather than through the PC. The popularity of
satellite television in the region, which also bypassed the strict restrictions on content delivered,
was another reason for the low penetration of broadband services. The lack of adequate
infrastructure also prompted investors to look for alternatives such as wireless broadband
solutions. In 2008, in Saudi Arabia, a new fixed line operator, Atheeb Telecom 7 planned to
introduce a $165 million nationwide WiMAX8 from Motorola.9

The advent of 3G mobile networks in the developed markets of the GCC region provided a
means for the rapid deployment of broadband services in the region. ‘Smart-cities’ were a new
concept which was in vogue in the region among government and private-sector developers
providing a huge growth potential for the telecom market. These ‘cities of the future’ which were

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setting the standard for urban living, laid emphasis on broadband access to the buildings in the
cities either via cable or wireless technologies such as the Near Field Communication
technology10 which covered applications such as micropayments, security and management of
building systems. At the same time, local operators faced with an increasingly challenging
environment were looking overseas for ways to expand business and maintain profitability. 11

The high mobile usage levels in the countries of Bahrain, Qatar and UAE was attributed to the
intense competition, the tendency of consumers to go in for multi-SIM ownership to avail special
offers and deals and the huge immigrant population in these regions. Etisalat 12, Zain13, Qtel14,
STC15, Batelco16, du17, Airtel18 were some of the major players in the ME which were
aggressively buying new licenses as well as existing operations.19

The state of telecom infrastructure was not homogenous in the MIDDLE EAST region varying
from advanced to very basic in some countries. While the latest Fibre to the home (FTTH) 20
project was well on its way in some countries, in Yemen and Iraq, fixed line penetration was
only 5%. Compared to the US penetration levels of 60%, the fixed line penetration levels in the
MIDDLE EAST were low (Exhibit I). But actual levels were not so low because average
household size was much larger in the region.21
Exhibit I
Fixed Line Tele Density in the Top 5 Countries in the MIDDLE EAST (2010)
GDP Per Number of
Capita Population Fixed lines Teledensity
Country Households
(US$) (Millions) (In %)
Israel 26,843 7.4 2.4 3 40
Iran 4,777 75 13 26 34
UAE 49,995 5 0.8 1.6 31
Bahrain 21,097 1.1 0.2 0.25 23
Turkey 9,950 71 16 16 22
Source: “Middle East telecoms market research”,
http://www.telecomsmarketresearch.com/resources/Budde_Middle_East_market_research.html, 2010

The MIDDLE EAST telecom market was expected to witness over 250 million mobile phone
subscriptions by the end of 2012. Iran was the biggest market in the region for mobile phones.
But UAE was the biggest market for smartphones with a penetration of 47% in 2011 and was
expected to reach over 70% smartphone penetration by 2016. At the same time, the US had a
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smartphone penetration of 40% as of September 2011 (Exhibit II). UAE though a much smaller
market compared to countries such as Saudi Arabia, showed high demand for 4G services as
well22 (Exhibit III).
Exhibit II
Smartphone Penetration in the MIDDLE EAST

Source: “Smartphone
boom predicted in the Middle East”,
http://royal.pingdom.com/2011/11/30/smartphone-boom-predicted-in-the-middle-east

Exhibit III
4G Penetration in the MIDDLE EAST

Source: “Smartphone boom predicted in the Middle East”,

http://royal.pingdom.com/2011/11/30/smartphone-boom-predicted-in-the-middle-east

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Experts predicted in 2012, that a lot of changes were bound to happen in the MIDDLE EAST
telecom market in the form of M&A activities and/or consolidations. This was although
investments in M&A activities had declined considerably since 200723. The players in the market
were looking for greener pastures for growth and also to consolidate their presence in existing
markets. Taking over existing players in new markets was seen as an entry strategy since the
entry barriers to new markets was high due to global economic crisis and cost consciousness.
New services such as fixed or mobile broadband, as well as value added services via 3G and 4G
networks was expected to be the key driver for growth. The growth of internet companies such
as Google, Microsoft, Yahoo! and social networks such as Facebook, LinkedIn and Twitter was
a major threat to the existing telecom players. This emphasised the need for value added
innovative products and services in the future.24 In addition to broadband connectivity, m-money
and machine to machine applications were some of the non-voice growth engines to be
considered in the short/ medium term.25 The advent of newer forms of competition also forced
the operators to explore the need for low-cost operating models aimed at reducing operating
costs without compromising on service quality. The need to go in for digitisation to increase
operational efficiency as well as cost reshaping not just cost reduction was imperative.26

The MIDDLE EAST telecom market was not dominated just by local players. Vodafone 27 and
Orange28 were the two global players present in the region. While Vodafone planned to reduce its
presence in the MIDDLE EAST region in order to focus more on other markets (such as Europe,
sub-Saharan Africa and India) Orange had plans to continue its aggressive expansion in the
MIDDLE EAST. Orange in 2010, had plans to invest €7 billion in new ventures in the MIDDLE
EAST and Africa over a period of three years. Telefonica 29 and Deutsche Telekom30 was a
couple of global players with plans to enter the regional market.31

Etisalat: Branding Through Innovation

Etisalat was founded as the Emirates Telecommunication Corporation (ETC) in 1976. ETC
launched the first mobile network in the MIDDLE EAST in 1982. In 1983, the UAE government
received a 60% share of ownership while the remaining was publicly traded. In 1989, the Etisalat
University College which trained engineers was established. In 1991, a government edict gave
ETC the right to provide wired and wireless telecommunications services in the country as well

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as between UAE and other countries. The country’s first GSM32 service was launched in 1994
while in 1995 internet services were rolled out. Etisalat also opened its first SIM 33 card factory in
1995.34

The birth of the new millennium saw the company reach its one million mobile subscriber’s
mark. Mobile data services using eWap35 and the E-Vision36 brand for cable TV services were
introduced. Etisalat Academy was established to provide professional and technical training. In
2002, the company achieved two million subscribers and in the next year it added another
million taking the total tally to three million. Meanwhile the company geared up its mobile
network to offer GPRS and also launched the first 3G network in the region. In 2004, when
Etisalat won the second license to operate in Saudi Arabia, it launched Etihaad Etisalat – Mobily
brand in the country. The company also bought a stake in Canar.37,38

Post 2004 and liberalisation of the telecom market, Etisalat made changes to the top management
levels facilitating further growth reaching 30%. In 2007, Etisalat had 6.6 million customers. 39 In
2007, Etisalat lost its mobile monopoly in UAE with the entry of du. The company’s domestic
market share was also shrinking as a result of the slowdown of the economy in UAE.40

During this period Etisalat looked overseas for further growth and acquired a stake in a green-
field operator in Nigeria which was the largest and fastest growing market in Africa. It also
invested in Excelcomindo.41 The mobile subscriber base exceeded 6.7 million and Internet
penetration crossed the 60% mark. In 2007, Etisalat introduced mobile TV. In 2008, Etisalat
acquired a stake in Swan Telecom42, which was later renamed Etisalat DB, ensuring Etisalat’s
entry into the rapidly growing Indian market thus consolidating its presence in the Asian
subcontinent. Etisalat completed the nationwide rollout of fibre optic backbone, over which next
generation services were to be provided. Etisalat was named largest carrier in the Middle East for
the first time in the Financial Times Top 500 List. 43

Mohammad Omran, Chairman of Etisalat described the company’s position as of 2008 as, “No
doubt now we are not on Easy Street, with mobile penetration at 150%. However, I believe that
this growth will continue. One reason is visitors. Tourists and business travelers use a lot of

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communication. But also, people here tend to have more than one mobile; one is for voice and
the other one for the Internet. I also see demand for machine-to- machine communications,
which adds a new dimension for applications currently not available.” 44 In 2010, mobile services
accounted for 51% of the group revenue (Exhibit V).45

In 2010, Etisalat launched new services across its fibre network such as 3D TV thus making the
UAE one of the first five countries in the world to offer this service. Etisalat also offered faster
mobile broadband speeds using HSPA+46 and announced commercial trials of LTE. 47,48 In spite
of these many firsts, faced with a stagnating market and growing competition Etisalat, “…
embarked on a limited employee retrenchment programme, which has impacted less than 3 per
cent of staff,” said Faiez Awadh, the Senior Vice President of Human Resources, Etisalat. 49
Industry experts commented that the company was on the way to become a leaner and more
efficient service provider. The staff size in UAE had increased from 8,861 in 2007 to 10,460 in
2010. Subsequently staff costs had increased by 4.9% to Dh 50 3.12 billion (for the first nine
months in 2010) compared to 2009. Etisalat hired Mckinsey as a consultant for their
retrenchment program. “The landscape has changed. [The UAE telecoms market] has become
very competitive. As we’ve seen in the past few quarters, revenues in the UAE has seen a lot of
pressure. It might be unfortunate from the employees’ perspective, but the top line is under
pressure and the company has no choice but to examine a reduction of its workforce,” said
Simon Simonian, a telecom analyst. 51
Exhibit V
Etisalat Group – Revenue Split (2010)

Revenue (%)

9%
8%
Mobile
Data Services
10% Internet
51%
Interconnect
10% Telephone
Others
12%

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 Source: "Etisalat Annual Report 2010", http://www.etisalat.com/areports/EtisalatAnnualReport10.pdf

In order to tackle the growing competition in the domestic market, Etisalat was pursuing an
aggressive overseas expansion program. The company’s plan to buy a 40% stake in Zain was
pending approval.52 At the same time, Etisalat’s share of the domestic mobile market had also
stagnated at about 63% and the company had added only 10,000 mobile customers in Q3 of 2010
while du added 159,800 new customers to its mobile business and held about 37% of the
market.53

The developing world, though lacking in medical infrastructure and facilities, did not lag behind
in terms of computers and mobile phones. Hence experts felt that the available telecom
infrastructure could be utilised to uplift the living conditions of the local community. “If you
consider [this] you can instantly see how mobile networks can create effective solutions to
address healthcare challenges,” said Ahmad Abdulkarim Julfar (Julfar), the Group Chief
Executive of Etisalat.54 This was the main reason the company was aggressively marketing its
new mobile health (mHealth) solution. mHealth, experts believed, would reduce the healthcare
costs, make the process quicker and more efficient. Through its operating company Zantel in
Tanzania, Etisalat launched a mobile health platform. The platform 55 used mobile technology to
support front-line healthcare providers in providing services such as high-quality counseling,
preventive care and treatment for women and children.56

Mobile Baby app57, aimed at reducing maternal deaths linked to childbirth in developing
countries58, was first launched in Tanzania. Since the launch of the app, the country witnessed a
substantial drop in maternal mortality rates and a 30% increase in the ‘in-medical facility’
delivery rate. In 2012, the company planned to launch the service in Afghanistan, Pakistan, Sri
Lanka, Ivory Coast, Benin, Togo, Niger, Central African Republic and Gabon. The Mobile Baby
program delivered affordable primary healthcare solutions to the most remote, rural regions of
Africa. The program also contributed to the global efforts to achieve Millennium Development
Goals59 by reducing maternal mortality in childbirth.60

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Etisalat Commerce platform61 made financial services accessible to consumers across the region.
Etisalat’s Near Field Communication (NFC) solution allowed payments to be made via specially
enabled-mobile devices. The Etisalat Commerce platform, developed in co-ordination with
federal financial services authorities, complied with local market regulatory requirements. A
wide range of financial transactions such as salary payments, person to person domestic and
international fund transfers, utility and merchant payments, on-line purchases, and bank
transactions were possible through this platform. It also provided a fast, safe and secure
environment for the ‘un-banked and under-banked’ communities.62

The Etisalat Commerce initiative which used new electronic commerce technologies to empower
businesses and individuals in emerging markets won the ‘Best Mobile Money Innovation’.
Etisalat also won the 2012 Global Mobile Awards which showcased the, “… greatest, most
creative and innovative products and services driving the mobile ecosystem today and into the
future”63, in the words of Michael O’Hara 64 (Michael). Etisalat’s commitment to innovation and
social change was further reinforced by Essa Al Haddad, Chief Commercial Officer at the
Etisalat Group, “Etisalat is committed to harnessing the power of mobile connectivity through
innovation to develop products that change people’s lives for the better and help to accelerate
social and economic development. In the case of Etisalat Mobile Baby it can also save lives. Our
focus on mHealth and mCommerce solutions has had an immediate impact in emerging markets
where access to healthcare and banking services are limited. These accolades are further
endorsement of our focus on delivering innovative technologies that have a transformative effect
on people, communities and economies.”65 Michael added, “With a record number of high
caliber entries this year, it is a significant achievement for a company to be honoured with an
award, but to win three is an outstanding achievement. The GSMA congratulates Etisalat and
commends all those taking part for raising the benchmark of contributions to mobile
communications across the entire industry.”66

“Etisalat is a rapidly growing emerging market brand that is developing increased levels of
awareness in developed markets. In order to grow in new markets, Etisalat has demonstrated an
ability to innovate to solve local market challenges and it actively takes a position of leadership
in its sector” 67, commented an expert.68

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The Way Forward
Etisalat was the largest telecom operator in the MIDDLE EAST and Africa region. Its market
value was in excess of $20 billion while its revenues were about $8 billion in 2012. It was one of
the highly rated telecom companies in terms of credit in the world. It was rated as the second
telecom company globally on the Fitch scale, and fourth highest by S&P and Moodys’. In
addition to this the company had also won several regional and global awards. By early 2012, its
subscriber base exceeded 140 million through mobile and fixed line voice and data services. In
2011, the company announced that internet traffic in UAE had grown by 300% since 2008.69

According to Ali Amiri (Amiri), Executive Vice President of Etisalat’s Carrier and Wholesale
Services, “The UAE is witnessing exceptionally high growth in terms of Internet usage. High-
bandwidth applications, and in particular social networking, video and businesses, are driving
consumption. We expect this trend to grow further with new innovations such as Cloud
Computing, mobile health, finance and education catalyzing future demand. As the UAE
economy continues to expand and businesses of all sizes are encouraged to establish regional
headquarters in the UAE, we are confident that this trend will continue and potentially become
even more acute.”70

In order to harness this growth potential Amiri stressed that, “Etisalat has partnered with other
major operator groups to deploy intercontinental cable across the Middle East. Most recently we
have participated in TEAMS71, IMEWE72 and the Regional Cable Network (RCN) which
promise greater and more reliable connectivity for our region. This means Etisalat has sufficient
capacity to meet the requirements of its customers today and in the future. This includes both the
UAE, and our international customers in terms of our 17 sister companies under the Etisalat
Group and other operator groups, Internet Service Providers, Mobile Operators and telecom
service providers.”73

In February 2012, Etisalat signed a multi-year agreement for capacity with Intelsat S.A. 74, on
Intelsat 22.75 The Intelsat was scheduled to launch in March 2012. As per the agreement, Etisalat

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planned to expand the reach of its broadband and GSM backhaul services to its customers in the
Middle East, Africa, Europe and central Asia utilising Intelsat’s capacity.76

Investment in the Information and Communication Technologies (ICT) sector in the UAE was to
double by 2016 to AED 100 billion. This, experts predicted, would create greater economic
diversification and an additional 16,000 jobs thus increasing the number of ICT small medium
sized enterprises from 2,100 to 12,700. Etisalat as a leading player in this sector was focused on
‘creating the right environment to accelerate social development and economic growth’ through
innovative solutions that had the ability to transform communities and businesses.77

Julfar said, “Our strategy is, number one, to focus on the portfolio we have. Within this portfolio
we have a few markets which we are revisiting: should we stay in this market, or should we
consolidate, or should we divest? ...

We are successfully shifting our business model to higher margin services and driving growth in
underpenetrated emerging markets.”78

References
1 The UAE Telecommunications Regulatory Authority (TRA) was established in 2004 to regulate the Information Communications and
Telecommunications (ICT) sector in the United Arab Emirates (UAE) and to ensure sustainability, competitiveness and transparency
among the service providers, customers and shareholders. The TRA is a regulatory body that oversees the telecom sector and the
licensees in the UAE.
2 Sanders Ian, “A Thriving Market”, http://www.pwc.com/gx/en/communications/pdf/comms-review-shifting-sands.pdf,
Communications Review, PricewaterhouseCoopers, Volume 13, No.2, 2008, pages 13-17
3 The oil-rich Gulf Cooperation Council countries of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE.
4 “A Thriving Market”, op.cit.
5 ibid.
6 Asymmetric Digital Subscriber Line.
7 Etihad Atheeb Telecommunications Co. is the second fixed-line operator to acquire a license from the Communications and
Information Technology Commission (Saudi Arabia) to provide fixed services including voice and broadband services in the
kingdom of Saudi Arabia.
8 WiMAX (Worldwide Interoperability for Microwave Access) is a wireless communications standard designed to provide 30 to 40
megabit-per-second data rates, with the 2011 update providing up to 1 Gbit/s for fixed stations. It is a part of 4G, of wireless-
communication technology.
9 “A Thriving Market”, op.cit.
10 Near field communication (NFC) is a set of standards for smartphones and similar devices to establish radio communication with
each other by touching them together or bringing them into close proximity, usually no more than a few centimeters. Present and
anticipated applications include contactless transactions, data exchange, and simplified setup of more complex communications
such as Wi-Fi. Communication is also possible between an NFC device and an unpowered NFC chip, called a ‘tag’.
11 “A Thriving Market”, op.cit.
12 Emirates Telecommunications Corporation, branded trade name Etisalat is a UAE based telecommunications services provider,
currently operating in 18 countries across Asia, the Middle East and Africa. As of February 2012, Etisalat is the 15th largest Mobile
network operator in the world, with a total customer base of more than 135 million. Etisalat was named the most powerful company
in the UAE by Forbes Middle East in 2012.
13 Zain Group is a mobile telecommunications company founded in 1983 in Kuwait as MTC or Mobile Telecommunications
Company, and was later rebranded to Zain in 2007. Zain has commercial presence in 7 countries across Africa and the Middle East
with about 37.6 million customers as of March 31st 2011. It employs 6000 people.

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14 Qtel (short for Qatar Telecom) used to be the exclusive telecommunications provider in Qatar and is one of the largest public
companies in Qatar with about 2000 employees.
15 Saudi Telecom Group, (STC) is a Saudi Arabia-based telecommunications company that offers landline, mobile and internet
services. The Saudi Telecommunication Group provides integrated mobile, fixed and broadband communications services to over
142 million subscribers in 10 markets including Saudi Arabia. Headquartered in Riyadh, Saudi Arabia, STC is the largest
telecommunications company by market capitalisation, total revenue and number of employees in the Arab State region.
16 Bahrain Telecommunications Company - (Batelco) is the principal telecommunications company of Bahrain.
17 The Emirates Integrated Telecommunications Company (EITC) is a telecommunications company in the United Arab Emirates.
Although Emirates Integrated Telecommunications Company is its legal name, it was commercially rebranded as du in February 2006
The company, has invested AED 1.7 billion in 2011 and has a total of 4,993,600 active mobile subscribers, 623,7000 fixed-line
telephony subscribers and 127,000 broadband internet subscribers.
18 Bharti Airtel Limited commonly known as Airtel, is an Indian telecommunications company that operates in 20 countries across
South Asia, Africa and the Channel Islands. It operates a GSM network in all countries, providing 2G, 3G and 4G services depending
upon the country of operation.
19 “Middle East telecoms market research”, http://www.telecomsmarketresearch.com /resources/ Budde_Middle _East_market
_research. Html, 2010
20 A generic broadband network architecture using optical fiber to replace all or part of the usual metal local loop used for last mile
telecommunications. Fiber reaches the boundary of the living space, such as a box on the outside wall of a home. It is currently
used by Telefonica in the Spain’s biggest cities, with speeds of up to 100 Mbit/s (megabits per seconds).
21 “Middle East telecoms market research”, op.cit.
22 “Smartphone boom predicted in the Middle East”, http://royal.pingdom.com/2011/11/30/smartphone-boom-predicted-in-the-middle-
east/, November 30th 2011
23 As data indicate, M&A activity among Gulf operators, for instance, declined from $10.6 billion in 2007 to $6.7 billion in 2008 and
only $0.9 billion in 2009. Although activity is only at $0.1 billion as of the 3rd quarter of 2010, the $12 billion potential deal
between Zain and Etisalat, as announced in the media, could lead the industry unto a strong 2011 and an even stronger 2012.
24 Tavoulari Athena, “Telecom market trends in the Middle East”, http://executivenewswire.com/2011/06/telecom-market-trends-in-the-
middle-east-by-athena-tavoulari/, June 27th 2011
25 Membrillera Fede, et al., “Middle East Telecom M&A On The
Rise?”, http://www.deltapartnersgroup.com/middle-east-telecom-
ma-on-the-rise, July 2010
26 “Telecom market trends in the Middle East”, op.cit.
27 Vodafone Group Plc is a British multinational telecommunications company headquartered in London, United
Kingdom. It is the world's second-largest mobile telecommunications company measured by both subscribers and
2011 revenues (in each case behind China Mobile), and had 439 million subscribers as of December 2011.
28 Orange, formerly Orange plc, is a telecommunications corporation of British origin that became a subsidiary of
Mannesmann in 1999 and subsequently, in 2000, of the France Telecom group. Orange is the flagship brand of the
France Telecom group for mobile, landline and Internet businesses, with 226 million customers as of December
2011 and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication
services to multinational companies.
29 Telefónica, S.A. is a Spanish broadband and telecommunications provider in Europe, United States, and Latin
America. Operating globally, it is the sixth largest provider in the world. The company is the former public
monopoly of telecommunications in Spain.
30 Deutsche Telekom AG is a German telecommunications company headquartered in Bonn, North Rhine-Westphalia,
Germany. It is the largest telecommunications company in Europe.
31 “Middle East Telecom M&A On The Rise?”, op.cit.
32 GSM (Global System for Mobile Communications, originally Groupe Spécial Mobile), is a standard set developed by the
European Telecommunications Standards Institute (ETSI) to describe technologies for second generation (2G) digital cellular
networks.
33 Subscriber identity module or subscriber identification module (SIM) is an integrated circuit that securely stores the
International Mobile Subscriber Identity (IMSI) and the related key used to identify and authenticate subscribers on mobile
telephony devices (such as mobile phones and computers).
34 “Etisalat Corporation – History”, http://www.etisalat.com/html/history.html
35 eWAP is a mature mobile technology that lets you browse the web to access interactive information services and applications.
36 E-Vision is the leading regional source to offer over 300 TV channels, in 21 different languages, ranging from sports to movies, from
documentaries to music and kid's channels. The product line-up includes 14 premium packages from the major TV providers.
37 A fixed line operator in Sudan.
38 “Etisalat Corporation – History”, op.cit.
39 “An Interview with Mohammad Omran, Etisalat”, http://www.pwc.com/gx/en/communications/pdf/comms-review-shifting-
sands.pdf, Communications Review, PricewaterhouseCoopers, Volume 13, No.2, 2008, pages 55-58
40 George-Cosh David, “Etisalat to cut at least 300 jobs to save money”,http://www.thenational.ae/business/telecoms/etisalat-to-cut-at-
least-300-jobs-to-save-money, December 17th 2010
41 One of the leading mobile service providers in Indonesia.
42 Etisalat’s Indian unit owned by Dynamix Balwas Realty and Reliance Communications. Etisalat subsequently withdrew from the
Indian market due to legal problems.
43 “Etisalat Corporation – History”, op.cit.
44 “An Interview with Mohammad Omran, Etisalat”, op.cit.
45 "Etisalat Annual Report 2010", http://www.etisalat.com/areports/EtisalatAnnualReport10.pdf

15 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

 46 HSPA+, or Evolved High-Speed Packet Access, is a technical standard for wireless, broadband telecommunication. HSPA+
enhances the widely used WCDMA based 3G networks with higher speeds for the end user that are comparable to the newer LTE
networks. HSPA+ was first defined in the technical standard 3GPP release 7 and expanded further in later releases.
47 LTE (an initialism of Long Term Evolution), marketed as 4G LTE, is a standard for wireless communication of high-speed data for
mobile phones and data terminals. It is based on the GSM/EDGE and UMTS/HSPA network technologies, increasing the capacity
and speed using new modulation techniques.
48 “Etisalat Corporation – History”, op.cit.
49 “Etisalat to cut at least 300 jobs to save money”, op.cit.
50 Dirham, UAE’s official currency. 1 Dh or AED = $0.272.
51 “Etisalat to cut at least 300 jobs to save money”, op.cit.
52 ibid.
53 ibid.
54 “Etisalat's contribution to growth of mHealth”,http://www.thenational.ae/thenationalconversation/industry-insights/the-life/etisalats-
contribution-to-growth-of-mhealth, March 29th 2012
55 Developed in partnership Qualcomm and D-tree International.
56 “Etisalat's contribution to growth of mHealth”, op.cit.
57 Developed in partnership with Qualcomm, D-Tree International and Great Connection, Etisalat Mobile Baby is a complete
mHealth ecosystem that brings together medical healthcare professionals, NGOs, pharmaceutical and insurance companies, and
federal and state government to deliver affordable healthcare for all powered by mobile connectivity.
58 “Etisalat's contribution to growth of mHealth”, http://www.thenational.ae/thenationalconversation/industry-insights/the-
life/etisalats-contribution-to-growth-of-mhealth, March 29th 2012
59 The Millennium Development Goals (MDGs) are eight international development goals that all 193 United Nations member states
and at least 23 international organisations have agreed to achieve by the year 2015. The goals are: eradicating extreme poverty and
hunger, achieving universal primary education, promoting gender equality and empowering women, reducing child mortality rates,
improving maternal health, combating HIV/AIDS, malaria, and other diseases, ensuring environmental sustainability, and developing
a global partnership for development.
60 “Etisalat crowned with three Top International Prestigious GSMA Awards At Mobile World Congress 2012”, op.cit.
61 Developed in partnership with MasterCard Worldwide and Oberthur Technologies.
62 “Etisalat crowned with three Top International Prestigious GSMA Awards At Mobile World Congress 2012”, op.cit.
63 ibid.
64 Chief Marketing Officer, GSMA. The GSM (Global System for Mobile communications) Association (GSMA) is an association of
mobile operators and related companies devoted to supporting the standardising, deployment and promotion of the GSM mobile
telephone system. The GSM Association was formed in 1995.
65 “Etisalat crowned with three Top International Prestigious GSMA Awards At Mobile World Congress 2012”, op.cit.
66 “Etisalat crowned with three Top International Prestigious GSMA Awards At Mobile World Congress 2012”, op.cit.
67 Abdul Basit, “Emirates most valuable carrier”, http://www.khaleejtimes.com/ biz/inside.asp?xfile= /data/ business/2012 /March
/business_March527.xml&section=business, March 26th 2012
68 Gautam Sen Gupta, Managing Director, Brand Finance Middle East.
69 “Etisalat Continues Their Explosive Growth”, http://www.telecomreviewna.com/ index.php?option=com_content&view
=article&id=147:etisalat-continues-their-explosive - growth&catid=40:march-april-2012&Itemid=80, 2012
70 ibid.
71 TEAMS (The East African Marine System) is an initiative spearheaded by the government of Kenya to link the country to the rest
of the world through a submarine fibre optic cable.
72 I-ME-WE (India-Middle East-Western Europe) is a 13,000-kilometre (8,100 mi) submarine communications cable system between
India and France. The design capacity is 3.84 Terabits per second. It has been operational since 2009. Internet Service Providers and
Network Operators hope to utilise the additional bandwidth to support high-bandwidth peer-to-peer IP-based broadband services
such as multimedia streaming, broadband Internet and voice/video telephony.
73 “Etisalat Continues Their Explosive Growth”, op.cit.
74 The world’s leading provider of satellite services.
75 Intelsat 22 is a new satellite under construction by Boeing Space Systems for the Intelsat Corp. The satellite is planned to be located
at 72 degrees East Longitude over the Indian Ocean.
76 “Etisalat to Expand its Business with Intelsat 22”, http://www.intelsat.com/press/news-releases/2012/20120227-1.asp, February 27th
2012
77 “ICT a catalyst for regional growth – Etisalat”,http://www.itnewsafrica.com/2012/04/ict-a-catalyst-for-regional-growth-etisalat/, April
16th 2012
78 “Etisalat casts prudent eye abroad”, http://asia.tmcnet.com/news/2012/05/04/6288233.htm, May 4th 2012

Questions
Question 1 (Up to 50% Marks): (1250 words +/- 10 %)

16 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

 Critically discuss the issues involved in the early years of
Etisalat and its efforts to capture market share in the
Middle East.

Question 2 (Up to 50% Marks): (1250 words +/- 10 %)

Critically analyze the opportunities and challenges that

lie ahead for Etisalat.

Assessment Description
criterion
Engagement In all TMA submissions students should be engaging with concepts,
with theory frameworks, models and theories which are drawn from their work on the
relevant units of the module. They should always explain the theory, rather
than list bullet points. Bullet points do not demonstrate an understanding
of the ideas, but rather display memory only. Students must show you that
they have fully grasped and presented the ideas in their terms, not only that
they can repeat them.
Evidence will inform both the way that students critique theory and how
they demonstrate their understanding of it. They should give practical
examples from their own experiences and practice, or an organisation they
know well, in order to provide strong evidence for their arguments.
Likewise, they can offer evidence and illustrations for their arguments
Use of
from the module materials. They must always link their examples to
evidence
theory, otherwise it is just description and not analysis. They should
attempt to weave the theory and evidence together, rather than having
large chunks of text about the theory and then large chunks of text about
‘evidence’, as the latter inevitably ends up being descriptive rather than
analytical and can feel contrived and difficult to write.
Level of At Masters level, simple answers and essentially descriptive reports are not
discussion adequate. Student TMA submissions should present a level of discussion
in which their consideration of evidence and theory takes account of
competing positions and elements of contrast, comparison and evaluation.
Their work should demonstrate a Masters' level of critical analysis, where
appropriate. The dialogue between theory and practice should inform their
discussions. They should develop the arguments they are making and
situate them in relation to other views and perspectives, which may be
supported (or not supported) by the theory. They need to be sure that they
17 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I
 answer the question set!

Marks Distribution
This assignment will be graded out of 100 marks, which will be allocated to your answer for the
three questions. 20% will be deducted based on the following criteria:
 10% for improper referencing (5% in-text referencing and 5% end-text references).
 10% for non-adherence to specified word count & improper presentation.
Word count for TMA submissions

 The overall word count is 2500 words (+/- 10%) (Excluding References).

TMA Guidance:
Question 1:
The growth of Etisalat and its strategy to capture market share in the UAE, its home country and
the rest of the region. Here, the discussion started off with the early history of Etisalat as
mentioned in the case study. The discussion should cover the footprint of Etisalat in the Middle
East and the comprehensive range of services offered by the company in the region in its attempt
to increase market share and consolidate its presence here. The candidates also explain about that
the company had repeatedly strengthened this reputation with the introduction of mobile, GSM,
Internet, NGN fixed and mobile broadband services into the Middle East, Asia and Africa.
Etisalat was committed to the principles of CSR and was partnering with many governments and
non-government organizations to make education and health care more accessible via
technology.

Question 2:
The students started the discussion on opportunities and challenges, Etisalat one of the leaders in
the telecom sector in the Middle East, after having established a strong presence in the region
and having made successful attempts to enter the global markets, was forging ahead as a
trendsetter. Its attempts to make healthcare and education more accessible to developing regions
of the world were commendable. The candidate should also discuss critically about the need to

18 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

increase their employee retention, develop in house talent and also bring in talent from
developed telecom markets/ local competitors to implement growth plans in the challenging
future was imperative. The company’s efforts in the human resources area to train and retain
local talent were also noteworthy. Etisalat will continue to be one of the leading lights of the
telecom industry in the region and be on the cutting edge of technology and raise the level of
telecom services in the Middle East to the global level. The candidate should highlight that the
investing in large acquisitions in order to secure entry into multiple markets was an entry
strategy pursued by many players in the Middle East region.

Prerequisite Conceptual Understanding

1. “Shifting Sands”, http://www.pwc.com/gx/en/communications/pdf/comms-review-
shifting-sands.pdf, Communications Review, PricewaterhouseCoopers, Volume 13, No.2,
2008
2. Sabbagh Karim, et al., “Telecom in the Middle East: The Competitive Mandate After the
Downturn”, http://www.booz.com/media/uploads/Telecom_in_the_Middle_East.pdf,
Booz & Company, 2010

Generic Assessment Criteria

Indicative % Characteristics
Grade Marks
A 86 and High standard of critical analysis Outstanding
above using appropriate conceptual Student meets all requirements of LOs.
frameworks The student demonstrates an excellent
Excellent understanding and grasp of the subject knowledge including
exposition of relevant issues critical thinking and consistently adheres
Clearly structured and logically to the conventions of writing. The student
developed arguments demonstrates outstanding ability in use of
Good awareness of nuances and relevant ideas / facts / theories /
complexities concepts / models / perspectives with
Substantial evidence of well- consistency and precision of breadth and
executed independent research depth. The student work is strikingly
Very good evaluation and insightful with evidence of originality and
synthesis of source material integration of information from sources
Very good use of relevant data and with sound judgment and professional
examples, all properly referenced standards of writing with further scope
for research.
B+ 80-85 Very good standard of critical Very Good
analysis using appropriate Student meets all requirements of LOs.
conceptual frameworks The student demonstrates a very good

19 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

 Indicative % Characteristics
Grade Marks
Clear awareness and exposition of grasp of the subject knowledge and
relevant issues consistently adheres to the conventions of
Clearly structured and logically writing. The student demonstrates high
developed argument ability in use of relevant ideas / facts /
Awareness of concepts and theories / concepts / models / perspectives
complexities with consistency and precision of breadth
Evidence of independent research and depth. The student’s work is
Good evaluation and synthesis of insightful with evidence of originality to a
source material great extent and integration of
Good use of relevant data and information from sources with sound
examples, all properly referenced judgment and professional standards of
writing.
B 75-79 Uses appropriate conceptual
frameworks
Attempts analysis but includes
some errors and/or omissions
Shows awareness of issues but no
more than to be expected from
attendance at classes
Arguments reasonably clear but
underdeveloped
Insufficient evaluation of source
material
Some good use of relevant data
and examples, but incompletely
referenced
Insufficient evidence of
independent research
C+ 70-74 Adequate understanding of
Probation appropriate conceptual frameworks Good
Answer too descriptive and/or any Student meets nearly all requirements of
attempt at analysis is superficial, LOs. The student demonstrates an sound
containing errors and/or omissions grasp of the subject knowledge and
Shows limited awareness of issues adheres to the conventions of writing. The
but also some confusion student demonstrates ability in use of
Arguments not particularly clear relevant ideas / facts / theories /
Limited evidence of independent concepts / models / perspectives with
research and reliance on a consistency and precision of breadth and
superficial repeat of class notes depth. The student work is has fair
Relatively superficial use of evidence of originality and integration of
relevant data, sources and information from sources with judgment
examples and poorly referenced and appropriate standards of writing.
C 60-69 Shows acquaintance with and
understanding of key concepts and
issues from a range of sources;
ideas synthesized and related to the
topic. Ideas organized and grouped
into a coherent argument; use of
examples / detail / quotations /
references / experience to support
argument; some critical analysis of
ideas/ evidence; limited appraisal

20 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

 Indicative % Characteristics
Grade Marks
of implications.
D 50-59 Shows general understanding of Satisfactory
key concepts and issues. Ideas Student fairly meets requirements of LOs.
organized and grouped into a The student demonstrates fair level of
coherent argument; use of knowledge but with weak competency in
examples / experience to support presenting the argument. Adheres to
argument; limited appraisal of broad standards of writing and lacks in
implications. presentation of knowledge in depth and
breadth.
F Below Unsatisfactory
50 Student fails to meet the LOs. The student demonstrates patchy overall
knowledge of the subject. Lacks skills in presenting argument, contains
inaccuracies with very little evidence of independent thought.

Evaluation
The assignment will be evaluated on: 
 The degree of insight offered, and the level of critical analysis applied (as
compared to description).
 The link to concepts presented in the course (the quality of the link is critical, not
the number of concepts used) and the use of well referenced external resources.
 Whether the recommendations are valuable, realistic, and well supported.

Harvard Style - References / bibliography

How -to guide
Note: It is a requirement that all students include a header/footer of the following information on
every single page of the TMA: Name, ID, Course Code, TMA #, Tutor name, section, and
semester.

 You have to use the Times New Roman Font Size 12 (except for the cover page).
 Line spacing should be 1.5
 All pages should be numbered
 Keep wide margins for your instructors' comments
 Align your text to the left. Don’t justify leaving spaces between words

Harvard Style Referencing:

 There are various ways of setting out references / bibliographies for an assignment.
 “Harvard Style” is a generic term for any referencing style which uses in-text references such as
(Smith, 1999), and a reference list at the end of the document organized by author name and year
of publication.
21 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I
In this guide, we are using a “Harvard Style” which is based on the author-date system for books, articles
and “non-books”.
NOTE: When you write your list of references/bibliography, please keep in mind the following
points:
 Your bibliography should identify an item (e.g. book, journal article, cassette tape, film, or
internet site) in sufficient detail so that others may identify it and consult it.
 Your bibliography should appear at the end of your TMA with entries listed alphabetically.
 If you have used sources from the Internet, these should be listed in your bibliography.

FOR A BOOK
The details required in order are:
1. name/s of author/s, editor/s, compiler/s or the institution responsible
2. year of publication
3. title of publication and subtitle if any (all titles must be underlined or italicized)
4. series title and individual volume if any
5. edition, if other than first
6. publisher
7. place of publication
8. page number(s) if applicable
 One author
Berkman, RI 1994, Find it fast: how to uncover expert information on any subject, Harper
Perennial, New York.

 Two or more authors:

Cengel, YA & Boles, MA 1994, Thermodynamics: an engineering approach, 2nd edn, McGraw
Hill, London.
Cheek, J, Doskatsch, I, Hill, P & Walsh, L 1995, Finding out: information literacy for the 21st
century, MacMillan Education Australia, South Melbourne.
 Editor(s)
Pike, ER & Sarkar, S (eds) 1986, Frontiers in quantum optics, Adam Hilger, Bristol. Jackson, JA (ed.)
1997, Glossary of geology, 4th edn, American Geological Institute, Alexandria, Va.
 Sponsored by institution, corporation or other organization
Institution of Engineers, Australia 1994, Code of ethics, Institution of Engineers, Australia, Barton,
A.C.T
 Series
Bhattacharjee, M 1998, Notes of infinite permutation groups, Lecture notes in mathematics no.1698,
Springer, New York.
 Edition
Zumdahl, SS 1997, Chemistry, 4th edn, Houghton Mifflin, Boston.
 Chapter or part of a book to which a number of authors have contributed

22 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

Bernstein, D 1995, ‘Transportation planning’, in WF Chen (ed.), The civil engineering handbook,
CRC Press, Boca Raton.
 No author or editor
Kempe's engineer's year-book 1992, Morgan-Grampian, London.
FOR AN ARTICLE
The details required, in order, are:
1. name/s of author/s of the article
2. year of publication
3. title of article, in single quotation marks
4. title of periodical (underlined or italicised)
5. volume number
6. issue (or part) number
7. page number(s)
 Journal article
Huffman, LM 1996, ‘Processing whey protein for use as a food ingredient’, Food Technology, vol. 50, no.
2, pp. 49-52

 Newspaper article
Simpson, L 1997, ‘Tasmania’s railway goes private‘, Australian Financial Review, 13 October, p.
10
FOR A NON- BOOK
NON-BOOK
The details required are the same as for a book, with the form of the item (eg video recording, tape,
computer file, etc.) indicated after the year.
Get the facts (and get them organized) 1990, video recording, Appleseed Productions, Williamstown, Vic
FORM OF ITEM
Dr Brain thinking games 1998, CD-ROM, Knowledge Adventure Inc., Torrance, California
FOR WEB SITES AND OTHER ELECTRONIC SOURCES
􀂄 FOR WEB SITES AND OTHER ELECTRONIC SOURCES
 This could include sources from full text compact disk products, electronic journals or other
sources from the Internet.
 The basic form of the citations follow the principles listed for print sources (see above)
1. name/s of author/s
2. date of publication Note: If you cannot establish the date of publication, use n.d. (no date).
3. title of publication
4. edition, if other than first
5. type of medium, if necessary
6. date item viewed
7. name or site address on internet (if applicable)
Weibel, S 1995, ‘Metadata: the foundations of resource description’, D-lib Magazine, viewed 7
January 1997, <http://www.dlib.org/dlib/July95/07weibel.html>.
ASTEC 1994, The networked nation, Australian Science, Technology and Engineering Council,
Canberra, viewed 7 May 1997, <http://astec.gov.au/astec/net_nation/contents.html>
 If no author is given, the title is used as the first element of a citation.
Dr Brain thinking games 1998, CD-ROM, Knowledge Adventure Inc., Torrance, California

23 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I

REFERENCES IN THE TEXT OF YOUR ESSAY
FERENCES IN THE TEXT OF YOUR ESSAY
 In an author-date style, a textual citation generally requires only the name of the author(s) and the
year of publication (and specific page(s) if necessary).

 This may appear at the end of a sentence, before the full stop.
Examples:
It is futile to maintain that the sexes are interchangeable (Moir & Jessel 1991).
It is futile to maintain that the sexes are interchangeable (Moir & Jessel 1991, p.94).
 Alternatively, the author’s surname may be integrated into the text, followed by the year of
publication in parentheses.
Examples:
Moir and Jessel (1991) have shown that it is futile to maintain that the sexes are interchangeable.
Moir and Jessel (1991, pp. 93-4) have shown that it is futile to maintain that the sexes are
interchangeable.
 If two or more works by different authors are cited at the same time, separate them with a
semicolon
Example:
The implications for land degradation have been much debated (Malinowski, Miller & Gupta 1995;
Thomson 1999).
 If two or more works by the same author are cited at the same time, do not repeat the author's
name. Separate the years of publication by a comma
 Alternatively, the author’s surname may be integrated into the text, followed by the year of
publication in parentheses.
Example:
Subsequent investigation confirmed these results (Watson & Clark 1996, 1998).
Public housing remains a neglected area (ACOSS 1997a, 1997b).
 If there are more than three authors, list only the first, followed by 'et al.'
Example:
Other researchers have questioned these findings (Larson et al. 1987).
 If you cannot establish the year of publication, use 'n.d.' (no date).
Example:
Recent advances have been made in this area (Bolton n.d.).
 If there is no author or authoring body, cite the work by title, in italics.
Example:
In military settings, leadership acquires a different significance (Be, know, do: leadership the Army
way, 2004).

24 | Course Code: BB844 TMA02 Fall 2021-2022 Semester I