Innovation as key not only to grow your business in an extremely competitive telecommunications market, but also to have a much better chance of succeeding, now and in the future.
Shaheen Soomar, owner of Starlight Cellular with branches in Market Street and Corkwood Square in Kariega, confirms this, after he for the third time received an Award of Distinction from Vodacom SA, for being one of the top dealers in South Africa.
“I am not the winner. My staff are the winners. They are the driving force and face of the business, the ones doing all the hard work. I sit in the background, creating deals, and making sure our stock levels are where they should be. So, we keep on concentrating on doing what we are supposed to do,” said Soomar.
“When it comes to innovation, the way forward is to help others, to empower and assist our local community. Times are difficult, so you must do business differently. That is why we have teamed up with a local business which deals in CCTV security systems. Their growth is our growth,” said Soomar.
“From April we will be selling long term evolution (LTE) data or fibre for the home and if you take out a contract, the home installation will be free. CCTV systems and installations can be costly but by buying these good quality digital video CCTV recorders through us, customers will be able to pay over 36 months. Kind of the same deal as when buying a cell phone from us,” said Soomar.
According to him, these CCTV systems are ideal for businesses as well as homes. When you are at work, with kids at home, you can just dial in and watch on your phone see exactly what is going on at your home while this system can also be connected to your television system. Starlight Cellular will be selling the black and white systems at R429 per month and colour systems at R499. If customers already have internet at home, they will receive an even cheaper deal.
“We create our own deals as we do not focus on the generic deals that are available at every other store. Like this CCTV deal, it is a uniquely Starlight Cellular deal, but we will from this small dorpie of Uitenhage, sell and deliver across the country. That is what makes us stand out from others in this industry,” said Soomar.
“It is a win-win deal, I get the sale, Vodacom gets the contract, and the local CCTV business gets an opportunity to do his sales.”
Prizes take him around the globe
As part of Soomar’s winning prize, he would have been treated to a fully paid overseas trip but owing to the volatile situation between Russia and the Ukraine, the identity of the destination was withheld. Soomar, however, said he hopes it will be Brazil, as it is a country that he has not yet visited.
During 2019, as part of Soomar’s winning prize, he enjoyed a fully paid 10-day trip to Mexico. His prize for the 2020 award was to be spoiled in Montenegro, Serbia, and Turkey, but owing to COVID-19 this trip will be materialised only during May this year.
Soomar is currently in Saudi Arabia. Prior to his departure he said, “I am going to the Holy Land. I think I need to be grateful for what I achieved thus far. I’ve travelled the world but have never been in Saudi. It is time now.”
On his return, he will start packing his backpack to tackle Kilimanjaro. “This trip is something that we invested in with an education trust up in Africa. We are doing the climb to help raise money to build schools for underdeveloped kids.”
Still on his bucket list is conquering earth’s highest mountain, Mount Everest, a trip he prepared for thrice, but each time had to be cancelled.
“My staff, friends and family, however, said that I listen to my callings, but I do not want to listen to the signs. I have been trying to get to Everest, but it just won’t happen.
“The last effort was in March 2020 when COVID-19 struck. So, everyone tells me the world had to shut down for me not to go to Everest.”
