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MESSAGE FROM
THE CHIEF EXECUTIVE OFFICER
We are the consumer!
With every year that
passes, the corporate accounts and planning of modern enterprises are judged
more on the degree to which they are relevant to the lives of consumers than on
the achievement of short-term business aims.
Today, people and their
ideas are shown to be the main ingredient in the process of value production.
Consumers have a broader range of knowledge and choices but, at the same time,
limited time and greater responsibilities in an especially multi-faceted social
environment.
For a leading
organisation, being able to fulfil the dynamic needs of today’s consumers is not
merely a competitive advantage but a vivid confirmation of its relevance to
their important concerns.
CYTA is an organisation
that takes an interest, makes a contribution and shows awareness.
Uncertainty and
Freedom
Human consciousness has come full circle. Its long journey of conquest has
brought it face to face with the somewhat contradictory conclusion of our wise
forebear: "One thing only I
know, and that is that I know nothing"!
Access to oceans
of information. The dissolution of conventional borders. Greater speed of
movement but of life too. The intensification of competition inside and
outside the country, inside and outside the home. Satiated senses and a hungry
spirit. The betrayal of confidence in companies and institutions. Life in a
society of abundance but a rarity of institutional communities.
What has all this
given us of substance?
A burning desire for
freedom of choice but also the deep, painful certainty that uncertainty is one’s
only firm companion in life.
CYTA continues to be the
leading byword for Cypriot consumers looking for advanced and, at the same time,
reliable solutions. In conditions of intense competition, market research shows
that CYTA inspires the greatest certainty in a dynamically changing world.
CYTA’s strategic aim is
to contribute to consumers’ needs for free access to information, in whatever
electronic form it is available. Moreover, CYTA supports consumers in managing
their uncertainty by developing total solutions for their interaction with the
world.
Unity and Movement
Mathematics or Chemistry. Biology or Information Technology. Genetics or
Engineering. Philosophy or Technology. Voice or Data. Nature or Man. Private or
Professional life. Male or Female professions. Here or there.
It was not so long ago
that we comprehended our world as a collection of water-tight compartments. Now,
more than at any other time, in all areas of human activity, the curtains of
artificial partition are being pulled down.
The convergence of
mobile and fixed telephony, then, contributes to its own extent to our awareness
of unity and offers an opportunity for the dynamic, simplified but total
exploitation of knowledge and skills anywhere.
During 2005, in the
context of its Integrated Electronic Communications strategy, CYTA proceeded to
design the architecture of its New Generation Network (NGN).
With the NGN, our
Organisation is moving decisively from its existing heterogeneous networks to a
unified product provision platform which will offer a high level of availability
and easy management.
The NGN is the basic
infrastructure that will turn CYTA into a TIMES
(Telecommunications-Information-Multimedia-Entertainment-Security) provider,
offering our customers new innovative services combining mobile and fixed
telephony and triple play (voice-data-video) services which, together with the
converged fixed-mobile service will create a so-called quadruple play system.
Individuality and
Simplicity
CYTA is not a customer-oriented organisation! Customer focus treats the
consumer as an outsider, and it does not give due respect to the pillars of our
success: our superb staff.
Our thinking about the
consumer surpasses advanced market research tools and demands effectiveness
through its simplicity. We are the consumer.
The consumer demands
simplicity. Every day he is exposed to thousands of stimuli and inundated by an
enormous mass of information and is asked to manage all this cleverly so as to
make the correct choices.
The consumer demands
recognition. At the same time that he wishes to belong to relevant communities,
he also claims the right to express his own opinion and personality.
We already live in the
era of mass individualisation of offers and the quest for simplicity. CYTA
responds by recognising the particular circumstances of each consumer and
providing solutions that respond to the shape of his life.
The Organisation’s new
strategy, which is being implemented speedily, sees the consumer and recognises
in him an individual and a business demanding effectiveness and simplicity. It
is precisely this view that differentiates our positioning in the market from
being a telecommunications organisation to being a provider of
integrated electronic
communications services.
This strategy entails
turning CYTA into a new organic structure which will abandon the vertical
division of its separate strategic business units and adopt their horizontal
unification in three new basic units focused on production, i.e. network,
services and customers respectively.
In the new organic
structure, the sales of the Organisation have as the focus of their mission the
customer as a separate entity, whether an individual or an enterprise. We aim to
satisfy the customer’s particular needs through the provision of added value
but, also, simplicity. For this reason, we must be ahead of our time.
We do not want to be
"customer-friendly". We want to be genuinely intimate with the customer. His
problem is our problem and his complaint is our chance to improve our
relationship with him even more.
Leadership and
Teamwork
Leadership is not a result. It is a way of life. You are not shown to be a
leader on one occasion, you are shown to be a leader on every occasion. A leader
creates value out of love, not obligation.
Long before the
liberalisation of telecommunications, CYTA was never content with the ‘security’
of its monopoly. On the contrary, it kept Cyprus and its people up-to-date with
developments in the most advanced technology.
CYTA’s spirit is a
restless one. CYTA is always looking for the next clever idea, the next best
practice. This is why CYTA is an organisation of constant learning, one that
rewards innovation.
If CYTA continues to
play a leading role, it is because all those who work for it function every day
like leaders. We codify and systemise this behaviour so that every experience
confirms the promises we make to our customers. Leadership culture is built
from the inside. This is why 2005 marks the completion of our strategic branding
study and 2006 the start of its implementation.
Thus our every contact
will not only maintain but will reinforce the "value
circle" in which CYTA plays
a leading role. Staff -
customer - owner
- the people jointly benefit from
the added value that each adds to this productivity chain.
CYTA welcomes
competition as a component of progress but it is not willing to give discounts
on its long, honest relationship with the Cypriot consumer. Customers are not
transferred. They are won! With small or large offers of genuine value.
Nicos M Timotheou
Chief Executive Officer
July 2006
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