Page 34 - Sphere No.10 (Dec 2003)

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CELEBRATING DIVERSITY
Right from the start, Partner
Communications has played an
important role in all aspects of
Israeli society. In a country familiar with
conflict and separation yet defined by a
hard-working and fun-loving approach to
life, Partner’s multi-faceted services help
bring people together – no matter what
their language, religion or location.
The company’s Customer Service
Centre is designed to assist more than
two million subscribers in four languages:
Hebrew, Arabic, Russian and English.
Partner has also developed unique price
plans to answer a variety of needs. For
example, foreign workers are offered
sophisticated rate plans for pre-paid over-
seas calls.
Another innovative programme called
orange Shabat is aimed at the orthodox
Jewish community and recognises particu-
lar usage patterns and needs. Subscribers
who do not use their phones on the
Jewish Sabbath can enjoy 60 free minutes
on weeknights. But orange Shabat is much
more than a rate plan. Partner has created
a unique world of content for this segment
in which observant subscribers are offered
content specific to them, such as icons,
ring tones, prayers, Chassidic songs and
seasonal features such as holiday themes,
trivia and games.
Unique services have also been devel-
oped for other individual communities,
including Russian speakers and the busi-
ness sector.
As an unbiased employer, the company
offers job empowerment to all.
“Partner offers a unique opportunity for
employment in the Arab sector, with many
families relying on the company for their
sole income,” says Ebtihal Sheety, Team
Leader in Partner’s Customer Service
Centre in Haifa. “Around 50% of all Arab
employees in Partner are female, with very
few employment options otherwise.”
Within society, Partner actively partici-
pates in many community-related activi-
ties, believing that the business sector’s
involvement can help improve the quality
of life for many Israelis.
The company has chosen to focus its
efforts on the advancement of education
through the use of technology. In the past
five years, Partner has built 22 computer
rooms all over Israel.
“These computer rooms serve a vast
population that otherwise would not have
been exposed to computers and the
Internet,” says Amnon Gideon, Vice-presi-
dent Human Resources at Partner.
“Our commitment to improving the
community is such that when we recruit-
ed our two-millionth customer, we decid-
ed to forego the special activities and par-
ties planned for our employees, and use
the funds to build ten more computer
rooms nationwide.”
These activities are very much appreci-
ated in Israel.
“We thank Partner for building comput-
er rooms in our neighbourhoods,” says
Meir Nizan, mayor of Rishon Le’Ziyon, just
outside Tel Aviv.“The computers will serve
underprivileged children and adults alike
who can not afford a computer.”
Innovation has always been the rule at
Partner. As part of its appeal to the youth,
the company has operated a radio station
since 1999, under the “BU” youth brand. In
a few short months, BU99 FM has become
the most popular radio station amongst
the youth segment. Listeners can choose
music by sending an SMS to the station,
pick favourite artists and win prizes in
hourly contests. Regular parties are organ-
ised for young listeners, who also receive
discount coupons via their mobile phones.
As part of Partner’s emphasis on com-
munity education, BU99 FM organises
forums and seminars in schools, teaching
children about the progress in communi-
cation from the StoneAge right through to
3G technology today. These activities are
aimed at bringing the young population
closer to the unique communications
experience that Partner offers.
T E L E C O M S