| If we can begin with an overview of Comcel's presence in Guatemala.
Comcel is an affiliate of the Swedish Group Millicom International Cellular. The company arrived in Guatemala in the early 1990's and started settling its infrastructure after winning a concession from the government and then initiated operations in October 1990. We were the first cellular company to arrive in Central America. We started growing through very difficult periods in Guatemala, with a lot of political instability and internal conflict but we invested with the secure and complete faith in the future of Guatemala, which has proven to be right.
What was the long- term vision upon entering this country and was the purpose to move towards regional integration?
Millicom is a very young company that looks for the opportunity to start investment and looking for the future. Central America had a huge potential and was very close to the U.S. and the U.S. policies, impact and commerce was going to be an incentive for the country and we focused to invest here prior to anyone. At that time our competitors were looking at Central America but with a lot of doubts and a lot of risk. As you can see now, investing in this country is very expensive and when we came costs were very low.
Do you think that your entry into the telecommunications market in Guatemala opened the doors for the other players?
Yes definitely! There was so much talk in the privatization process of telecommunications and a lot of doubts were created surrounding it. If the government of Guatemala was successful in the privatization despite of all the problems it was because the companies saw the success that we have had in Guatemala and the potential the market had, just by looking at what we had accomplished in a matter of a years. Also, the government, at that time, really created a very good law for telecommunications that I would classify as the most open law in the whole world.
What is the exact amount of years you have been here?
Ten years.
What does this mean for Comcel?
We had set an example for Central America for all industries not only for telecommunications. We have become probably the second or first largest company of the country in terms of growth and we are extremely happy with it. We are doubling our profits each year. This year will end up with US$150,000,000 in revenues for Guatemala.
You are in a very interesting position to be confident, we can see...
Yes. We are extremely confident. Few people believed that we could survive the competition but we have proven to be the most effective company in the market. Not only in the way we market but also in the way we control our cost effectiveness, which allows us to compete very aggressively in the market and keep on being the largest cellular provider.
What kind of image do you think is perceived about Comcel?
We have conducted several studies. We understood at the beginning people looked at us as a monopoly in the country and they were right, we were the only ones in the country but we were not a monopoly because in that time there was a competition between fixed lines and cellular lines. So I would say that the perception that people had was that we came as a monopoly but they turned around to become a good competitor and I think that from the focus group, they see us as a very aggressive company, very willing to preserve our customer base, and very willing to make our customers feel secure that being with us they have everything that being the best with technology and price. They classified us as a mature male in the age between 30-35 which is a secure, professional and executive which in the end worries me a little bit because the faster growth should come from the youngest part of the population. We are focusing in changing our marketing direction to address the needs of the young people in the market and we are focusing basically in giving a younger face to our products. | Why the should the consumer choose Comcel and not the other companies?
We are the only option for you because we are the only company that has complete roaming for all the Americas. We are the only company that offers complete roaming for the entire Central America. We provide the best service for you and you will be satisfied. We have the best price in any of the products you choose.
How important is it to you, as a Guatemalan, that Guatemala should change its image internationally?
I do believe it has to change a lot still. I do believe that we have been successful in opening the economy and on getting to the democratic move and having the people that believe in the democratic process but still we have not been able to secure the democratic process. I do believe the government needs to provide a more secure legal system in which the people can be secured that laws will not change in the short term and if we invest, the investment will be secured. Guatemala continues to be a very poor country and the government needs to provide a most positive way to look at the future of the people. That can be done only providing certainty on where the country is going. We continuously express to the government, the need to have secure policies and to create consensus with private industry, unions and the Indian populations. The worst problem for Guatemala today is that we have not been able to set up a clear project definition and that is where we have to work.
What would you be able to tell us in four or five years about Comcel in Guatemala?
My expectation is that, I would tell you that Guatemala has become the leader in the countries of Central America, has taken the leadership in economy and social growth. Comcel will be the largest company in Central America and Latin America. We will have really grown and diversified ourselves in many areas of the telecommunications and many areas of the media.
What potential plan or direction Comcel could take in the future?
We are very open to healthy growth. We are focused in getting projects, which could include alliances with local and foreign companies. We want to keep on growing and being on the continuous help to the growth of Guatemala.
How long have you been in the company?
Four years.
What are your personal goals?
My personal goals have been to grow professionally
and fast. I hope I will be doing something for the
good of my country and it can be on the professional
or political side. |
