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Viewing cable 09COLOMBO1010, ETILSALAT: THE NEWEST PLAYER IN THE SRI LANKAN

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Reference ID Created Released Classification Origin
09COLOMBO1010 2009-11-04 02:59 2011-08-25 00:00 UNCLASSIFIED Embassy Colombo
VZCZCXRO8184
RR RUEHBI RUEHCI RUEHDE RUEHLH RUEHPW
DE RUEHLM #1010 3080259
ZNR UUUUU ZZH
R 040259Z NOV 09
FM AMEMBASSY COLOMBO
TO RUEHC/SECSTATE WASHDC 0722
INFO RUEHAD/AMEMBASSY ABU DHABI 0481
RUEHKA/AMEMBASSY DHAKA 2010
RUEHIL/AMEMBASSY ISLAMABAD 9046
RUEHKT/AMEMBASSY KATHMANDU 7284
RUEHNE/AMEMBASSY NEW DELHI 3439
RUEHCG/AMCONSUL CHENNAI 9609
RUEHDE/AMCONSUL DUBAI 0178
RUEHKP/AMCONSUL KARACHI 2560
RUEHCI/AMCONSUL KOLKATA 0448
RUEHLH/AMCONSUL LAHORE 0091
RUEHBI/AMCONSUL MUMBAI 6903
RUEHPW/AMCONSUL PESHAWAR 0374
RUCPDOC/DEPT OF COMMERCE WASHDC
RUEATRS/DEPT OF TREASURY WASHDC
UNCLAS COLOMBO 001010 
 
SIPDIS 
 
STATE FOR SCA/INSB AND EEB/IFD/OMA; STATE PASS FOR VICKY 
KADER, TREASURY FOR MARY BRENNEN, AND COMMERCE FOR ITA 
YESIN. 
 
E.O. 12958: N/A 
TAGS: CE ECON EFIN ETRD PGOV ECPS EINV
SUBJECT: ETILSALAT: THE NEWEST PLAYER IN THE SRI LANKAN 
TELECOM SECTOR 
 
REF: COLOMBO 948 
 
1. (SBU) SUMMARY:  Competition within Sri Lanka's mobile 
telecommunications sector is poised to increase further with 
the recent entry of Emirates Telecommunications Corporation 
(Etilsalat).  In October 2009, Etilsalat purchased TIGO, one 
of five mobile service providers in Sri Lanka.  Etilsalat's 
entry into the market is viewed with skepticism within Sri 
Lanka's intensely competitive mobile market.  Price 
competition has led to a marked decline in mobile tariffs and 
has weakened profitability of all current operators.  Foreign 
Direct Investment has been concentrated in the 
telecommunications sectors, which has dramatically reduced 
prices for consumers and increased choices.  End Summary. 
 
2. (U) Etilsalat entered Sri Lanka's mobile 
telecommunications market in October 2009 when it beat out 
fellow bidder Bharati Airtel (India) to acquire TIGO.  TIGO 
had been owned by Millicom International, and was the third 
largest mobile operator in Sri Lanka with a market share of 
almost 20%.  TIGO's Chief Executive Officer, Dumindra 
Ratnayaka, expressed satisfaction with TIGO's acquisition by 
Etilsalat saying that TIGO had been looking for a company 
with strong credentials and backing.  TIGO will now be in a 
position to take advantage of Etilsalat's strength and 
experience in the voice, data, and video sectors. 
 
3. (SBU) Etilsalat's entry into the Sri Lankan mobile market 
is viewed with skepticism by some telecom sector analysts. 
Fitch Ratings recently noted that the entry of Etilsalat may 
further delay any prospects of a return to profitability in 
the Sri Lankan mobile sector.  Sri Lanka's mobile sector has 
five operators and it is highly competitive and thin on 
profit.  Price competition has led to under-cutting, a marked 
decline in mobile tariffs, and weakened profitability of all 
telecom operators.  As a result, the telecom sector, which 
had been one of the most profitable business sectors in Sri 
Lanka, is now facing financial uncertainty. 
 
4. (U) It is not yet clear how Etilsalat will pursue its 
operations in Sri Lanka.  According to Fitch Ratings, it is 
possible that Etilsalat may invest heavily to acquire 
significant market share, which will likely intensify 
challenges facing other mobile operators.  Given Etilsalat's 
strong international links, local operators may see heavy 
competition in the international calling sector as well as 
potential cuts in already low calling rates for local calls. 
Competitor Airtel believes increased competition could 
possibly lead to consolidation.  Surprisingly, an Airtel 
representative recently noted that Etilsalat's entry into the 
market was not a problem for their business.  According to 
other key players within the mobile sector, the smallest 
mobile operator, Hutch, is likely to face the most difficulty 
moving forward.  The Sri Lankan Telecommunications Regulatory 
Authority (TRA) will need to play an effective role in order 
to expedite the introduction of interconnection charges to 
the market and ensure a fair marketplace for all competitors. 
 
5. (SBU) Comment:  The introduction of Etilsalat into the Sri 
Lankan mobile telecommunications sector will undoubtedly be a 
win-win for the consumer.  Prices will likely remain 
competitive in both the local and international calling 
sectors.  It remains to be seen whether profitability can be 
restored to a sector which had hoped to now have four mobile 
providers vice five.  That said, the TRA has a poor track 
record of positive involvement in the telecom sector and they 
may not be a force to be counted on moving forward.  TRA has, 
in the past, been slow to respond to the changing dynamics of 
the mobile telecom marketplace and has not always made 
decisions in a transparent and equal manner.  End comment. 
BUTENIS