Somtel Telecommunication Company was established in 2009 in Hargisa, Somalia and quickly became one of East Africa's leading telecom companies. It has undergone a transformation from a fixed line to a GSM mobile company, launching 3G in 2011 and 4G in 2014. Somtel's transformation was driven by expanding its network coverage, providing new services like money transfers and international roaming, increasing branches across Somalia, and innovating with new technologies. Key factors causing Somtel's transformation included its partnership with money transfer business Dahabshiil, which increased customers, and investing in discounts, technology upgrades, and expanding coverage across Somalia and Somaliland.

1. Contents of assignment
1. Background company of somtel
2. 1 what is transformation
3. .2 how making somtel transformation
4. .3 Some things causing transformation of somtel
2.1 Production and services
2.2 Sales and marketing
3.1 Methodology of researching
3.2 recommendation
3.3Conclusion
3.4References
Background
Somtel Telecommunication Company was established in may 2009 in Harsgias.
With the widest coverage by any telecom company in the region, Somtel’s
network coverage and branches can be found in every region. It quickly rose to
be one of East Africa’s leading telecommunication companies with its outstanding
services which include latest technology in Mobile Data, money transferring
service (E-Dahab), International roaming and so many other services. somtels
mission is to deliver...
somtel International Limited, a subsidiary company of East Africa Bank, was
launched in March 2010 in Hagias. Since inception they have enjoyed
tremendous growth in GSM customer base. Somtel has gained significant market
share in the industry.
Growth in this region is more driven by the focus on these areas.
 Convergence of voice and data to provide total communication solutions
 Provision of value added services, diversification and product innovations
Bundling of offers

2. Efficiency in operations
Network and capacity expansion to enhance access and quality of services
Somtel is telecommunication company operating since as fixed line company,
but later in 2010 rebranded as GSMcompany, Somtel provides two main business
effectively voice & Data business, Somtel is the leading internet provider in the
country and the second largest voice service provider Somtel offers mobile data
and wireless broadband, in 2011 Somtel launched 3G first time in the country,
again in 2014 it launched the 4G first time in the country. Company:
The definition of transformation
The word “transformation,” according to Merriam-Webster, means “a complete
or major change in someone or something’s appearance, form, etc.” This gives
us a basic definition of transformation as a kind of change.
But what does transformation mean for us as Christians? Does it mean we clean
up our act, change our behavior to be more Christ-like, or live by a new set of
rules and regulations
Transformation communication
1. An Analysis of Communication of Change, Innovation and Transformation ||
2. Communication in transformation Thoughts and processes Transformation 
Strategic communication in change  Models  Change  Communication and
innovation  Theories Innovation
3. All organizations irrespective of size or nature need the right injection of
innovation, change and transformation in order to survive. “I am convinced that
if the rate of change inside an institution is less than the rate of change outside,

3. the end is in sight”. John F. Welch- Former G.E. ChairmanOf Innovation,
Change and Transformation &CEO
4. Transformation is the creation and change of a whole new form, function or
structure. To transform is to create something new that has never existed before
and could not be predicted from the past. Transformation is holistic and involves
changing the organization in its entirety (Daszko Innovation is the process of
making changes, large and small, radical and incremental, to products,
processes, and services that results in the introduction of something new for the
organization that adds value to customers and contributes to the knowledge
store of the organization. (J. Fagerberg, 2000) Definitional and Concept
Overlaps & Change is a situational phenomenon that may sometimes be
temporary. It refers to any ‘newness’ element and could be interim measures
pertaining to any aspect of the organization.Sheinberg, 2005)
5. The terms can be used in association; Innovative change, transformative
change The terms are used interchangeably  Meanwhile;  Change must be
holistic to be called transformation  Whereas change can be positive or
negative, innovation must add value (positive)  Change must have some degree
of desirability and intentionality to be called innovation. Untangling the Mesh..
6. Innovation, like many business functions, is a management process that
requires specific tools, rules, and discipline; among them is effective
communication. This involves acting on the creative ideas to make some
specific and tangible difference in the domain in which the innovation occurs.
Innovation
7. Disruptive innovation Innovation that disrupts an existing market. It is also an
innovation that causes a new and unexpected market through the application of
a different set of values. EG: UT, lone in 48 hours, phone for loan Innovation
carried out from the root or base of a product or services. This innovation may
be demand driven based on market requirements or social needs, or supplier

4. driven due to new technological possibilities. MTN in Nigeria  Radical innovation,
 Incremental innovation Innovation is improved on gradual incrementing and
regular degrees. EC and improvement in election administration Types of
Innovation
8. Social system; context, set of interrelated units Time; Period of diffusion 
communication channels; media  Innovation; the new thing/ idea to be adopted
 Diffusion is a kind of communication Components of diffusion  Diffusing
Innovation Diffusion is “the process in which an innovation is communicated
through certain channels over time among the members of a social system”
.(Rogers, 1983) Understanding and Communicating Innovation
1. 9. Innovation Decision Process 1. Knowledge, 2. Persuasion 3. Decision, 4.
Implementation, and 5. Confirmation.
2. 10. Observability – visible benefits These characteristics predict the rate
of adoption of innovations and the speed of adoption is relative
Trialability – opportunity of experimentation  Complexity – ability to
decipher and use new idea  Compatibility – consistency with believes and
personality  Relative advantage – apparently better than what was
previously used Predictors of Rate of Innovation Adoption
3. 11. Laggards – have traditional or conventional views and are most
skeptical about innovation. They take the longest time to adopt innovation
if at all Late majority –They are skeptical, adopt a wait and see attitude
but eventually buy into the innovation idea  Early majority – early to be
convinced and have networks but not leadership influence  Early
adopters – careful adopters (likely to be leaders)  Innovators – ready and
willing to accept new ideas but could face adverse consequences of
innovation (gate keepers) Adaptor Categories
4. 12. Innovation Curve (Adopted from Rogers, 1983)

5. 5. 13. They are communication stars that effectively communicate widely
within their work unit, across work units and outside their organisation.
Boundary spanning agents are able to act as translators, brokers or
mediators. boundary spanning agents are individuals who are strongly
linked internally and externally and can both gather and transfer
information from within and outside their work units.  There are
communication agents in the innovation process referred to as of
intermediaries or boundary spanning agents. Innovation Agents
14. The outcome of innovation can be uncertain and breed organizational
anxiety Innovation usually needs more than one person, department s and units
to achieve (cooperation).  Innovation does not happen

How somtel transformention
the offer the highest standard of banking services to our customers, achieve the
highest return on capital among our peers and have maximum development
impact on the community. Somtel has gained significant market share in the
industry.
Growth in this region is more driven by the focus on these areas.
 Convergence of voice and data to provide total communication solutions
Provision of value added services, diversification and product innovations They
offer a variety of account types and features to choose from.
 Current Account
 Current Joint Account
 Savings Account

6.  Somtel provides International Roaming with over 200 countries… Bundling of
offers
 Efficiency in operations
 Network and capacity expansion to enhance access and quality of services
 Competitive pricing
 Branding
Now with a commercial presence spread across Somalia, they are the leadin g
telecommunications company in the horn of Africa, with over 6,000 employees
providing a comprehensive range of mobile voice and data services to over 1
million individual and business customers.
Somtel sees the future in the present – in their values and the way they conduct
their business day by day. This means enchanting their customers and exceeding
their expectations with world-class services. This is why Somtel have developed a
corporate culture that puts the customer at the center of the organization.
Their participation in the 5th edition of National Commerce Trade Exhibition
(ARWO) won them the title of Best Exhibitor and the only company to received
His Excellency, the President of Somaliland, Axamed Maxamud Maxamed Silanyo,
a gift hamper. Somtel has the highest traffic to their stall generating interest in
their products and company.
Somtel believes in offering excellent customer experience
Some things causing transformation of somtel
Dahabshiil and somtel making share this share is causing transformed of somtel
Because the customers of dahabshiil related somtel so this relation somtel find
more customers the customers are making growing of business
And other thing somtel make their customers discounting call and internet and
good speed internet somtel creating more branches in the Somaliland and

7. Somalia They find more revenue this branches when they firevenuethey make
transformation and so they find technology high speed such us 4G
Production of and services
they provide high quality VoIP services that enables you to receive calls from all
countries in the world
Mobile Services Service will allow you to benefit from receiving a text message
which alerts you to calls you missed
Somtel provides International Roaming with over
200 countries…thay provide high quality VoIP
services that enables you to receive calls from all
countries in the world
Mobile Services
Take full advantage of your phone with our line of mobile services Edahab
mobile E-dahab is serviveces that allows you to send mobile 3G and 4G
services. From quick email access to downloading heavy attachments, Somtel 3G
helps you work better and faster. Do E-Dahab transactions, VoIP services, video
conferencing and lots more on your phone. For your laptop get the EDGE Somtel
Plug and Play USB modem and kiss slow speeds goodbye
Network coverag. With the widest e and branches can be found in every
coverage by any telecom company in the region, Somtel’s region. Somtel have

8. developed culture that puts the customer at the center of the organization.
innovative banking products offer the highest ethical standards of sharia,
somtel provides two main business effectively voice & Data business, Somtel is
the leading internet provider in the country and the second largest voice service
provider Somtel offers mobile data and wireless broadband, in 2011 Somtel
launched 3G first time in the country, again in 2014 it launched the 4G first time
in the country. Company: Somtel International
Sales and marketing managers about somtel
Somtel is telecommunication company operating since as fixed line company,
but later in 2010 rebranded as GSM company, Somtel provides two main
business effectively voice & Data business, Somtel is the leading internet
provider in the country and the second largest voice service provider Somtel
offers mobile data and wireless broadband, in 2011 Somtel launched 3G first
time in the country, again in 2014 it launched the 4G first time in the country.
Company: Somtel International
Responsible for creating, developing and implementing the entire sales &
marketing strategy for the company Lead, direct & Manage sales and marketing
team Develops marketing & Sales plans, Programs, Prepares annual business
plans and development/implement Marketing strategies. Managing day to day
Sales operation ensuring that the KPI’s & targets are achieved Recommends and
formulate product or service roadmap and development strategies; Conduct
market researches and analyze their findings and develop strategic business
development plans. Support and grow relationships with strategic partners and
vendors to enhance marketing activity Create customer loyalty programs,
rewards and retentions.

9. Skills
Excellent verbal and written communications, presentation & negotiation skills
Good understand of Telecommunication products & Services The ability to
understand market opportunities and create commercial plans accordingly
Qualification & experience
Minimum 5 years of professional of marketing experience in Telecommunication
industry Experienced in strategic marketing planning, branding, and product
development Extensive experienced :
Sales & Marketing Manager is responsible for coordinating and implementing all
marketing functions in accordance with the company’s marketing plans. He
coordinates the company’s sales & marketing plans and long-term objectives for
products, services and markets. Under the direction of Commercial Manager,
Marketing Manager researches and analyzes the technological, demographic,
financial, regulatory and competitive factors that may affect the present and
future needs for the company’s services, products, marketing methods and
distribution systems. By far, he also plans and implements the company’s
advertising and promotion activities. Other responsibilities can include design,
layout, and production of supporting marketing literature. In contrast to that, he
assists and coordinates sales programs and special projects such as trades
shows, seminars, ceremonies and new product promotions
Analyzes
Somtel provide services of 3G frist time where it provide last year 4G
They have not E dahab before where it use transver money by E dahab
There internet it is low speed wherelast years making fast speed

10. Methodology
this researching is data collection the method we making collection is interview
method e asking questions that related in our topic we find information based
this topic this data collection it is success recommendation
the company of somtel is company cross more problem so the company was
reaching top level so we are recomendened to strangling their stops that he
reaching good success and making new innovation to making competences of
other markets
conclusion
Somtel Telecommunication Company was established in may 2009 in Hargisa.
With the widest coverage by any telecom company in the region, Somtel’s
network coverage and branches can be found in every region. It quickly rose to
be one of East Africa’s leading telecommunication companies with its outstanding
services which include latest technology in Mobile Data, money Sales &
Marketing Manager is responsible for coordinating and implementing all
marketing functions in accordance with the company’s marketing plans. He
coordinates the company’s sales & marketing plans and long-term objectives for
products, services and markets. Under the direction of Commercial Manager,
Marketing Manager researches and analyzes the technological, demographic,
financial, regulatory and competitive factors that may affect the present and
future needs for the company’s services, products, marketing methods and
distribution systems. By far, he also plans and implements the company’s
advertising and promotion activities. Other responsibilities can include design,
layout, and production of supporting marketing literature. In contrast to that, he

11. assists and coordinates sales programs and special projects such as trades
shows, seminars, ceremonies and new product promotions
transferring service (E-Dahab), International roaming and so many other
services. Somtel’s mission is to deliver. Transformation is the creation and
change of a whole new form, function or structure. To transform is to create
something new that has never existed before and could not be predicted from
the past. Transformation is holistic and involves changing the organization in its
entirety (Daszko Innovation is the process of making changes, large and small,
radical and incremental, to products, processes, and services that results in the
introduction of something new for the organization that adds value to customers
and contributes to the knowledge store of the organization. (J. Fagerberg, 2000)
Definitional and Concept Overlaps & Change is a situational phenomenon thast
may sometimes be temporary. It refers to any ‘newness’ element and could be
interim measures pertaining to any aspect of the organization.Sheinberg
references
www.somtel net
information of company somtel