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Sprint towards the finish

54 Qatar Today MARCH 2006

ine months to go... the toughest wait the country has experienced. All eyes are on Doha... with hope and apprehension. Still there is no denying the enormous effort and investment that is being put into preparations for the 15th Asian

By Vani SaraSwathi

Games Doha 2006. Water tanks and building wraps sporting Orry are just the tip of the iceberg... in the months to come the colours of The Games will spread to the entire city, drawing even the most reluctant resident into the spirit of The Games. Meanwhile, the Doha Asian Games Organising Committee and its four Prestige Partners Qtel, Qatar Airways, QNB and Samsung, are

pulling out all the stops to make it the best Games ever, and to ensure that they get the most out of their investment , in terms of exposure and reputation. As they gear up for the sprint towards the finish, they share with Qatar Today, their vision, the challenges they expect and the concerns they face, and provide an exclusive peek into their preparation.

MARCH 2006 Qatar Today 55

Gearing up for the Finale

ow is DAGoC planning to organise hospitality facilities in all ranges closer to The Games? How has this been addressed? will the city be able to accommodate the thousands of extra visitors?

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Doha asian Games Organising Committee Director General, abdulla L al Qahtani

56 Qatar Today MARCH 2006

|a|Everyone from the visitor to the participant and official will enjoy the Doha experience. All systems have been set in motion to ensure all ranges of accommodation are available to us by October 15. We are closely monitoring the progress of each element and are confident of meeting that deadline and having the infrastructure in place. Id like to elaborate here. We have two types of visitors accredited and non-accredited. The first category has around six clusters including athletes, National Olympic Council officials, Olympic Council of Asia members, accredited media and sponsors. The non-accredited are those who will arrive as ticket-holding spectators to witness The Games, which believe me, will be the best ever. OCA presidents, NOC members will be hosted at the Doha Sheraton, our official hotel. The athletes will, of course, be in the Athletes Village along with team officials. The broadcast and other media, along with invited guests will be accommodated in other DAGOC-approved hotels while the rest will stay in serviced apartments. We have contracted private companies to construct 14 service apartments with a capacity of 8,000 rooms designed to our specific requirements with full service including breakfast. Each room has two beds for single

or double occupancy which will be utilised appropriately. All clusters in the first category have been informed of the status of their accommodation and facilities, including the media who have seen these facilities. We have negotiated competitive and affordable pricing for these groups to stay in their allotted range of accommodations. As you know, the host city only makes available all facilities including accommodation. We dont pay for it. We have several hotels and service apartments available for non-accredited guests. DAGOC will proactively list all available accommodation along with contact details and pricing which will be available on our website closer to The Games. To make it easier, visas will be linked to accommodation. Travel agencies have a great role to play here and Im sure they already have made plans to promote Doha 2006 and Qatar. We dont anticipate any major problems on accommodation and facilities. A large number of visitors will be from neighbouring countries. We are also in advanced stages of talks with Qatar Airways recommending they increase flight frequencies to Doha from other Gulf countries, especially from Dubai and Bahrain. Doha 2006 will also be supported by a vast array of social and cultural activities of international stature during the period leading to and during The Games. These activities will be shortly announced as they have been approved by the OCA and the National Olympic Committees. I would also like to mention that each sporting venue during The Games will have a VIP Lounge which will be open for accredited users while the competition is on. We are also preparing a sponsor hospitality experience that will set Doha 2006 apart from any other Asian Games.

The temporary sponsor hospitality village in the sport city will feature a marquee style corporate club, with individual exclusive suites for all official games partners and sponsors.

|q|what has the response from

progress in this programme and link their commitment to sports and universal brotherhood. This is a sense of responsibility and kinship that goes far beyond mere geographical boundaries.

other GCC states been to Doha 2006? Are you involving them in this whole process?

|q|How does DAGoC plan to involve Doha residents in this historical event?

|a|The response has been very positive and encouraging. You must realise that the 15th Asian Games is not about Doha alone. Its about the wellbeing of the whole GCC block, about the Arab world. It is a matter

it was not easy in the short period working at that level before and during waG. yes, there was chaos at times, integrating ourselves, but we have ironed out all flaws now
of pride for all of us in the region. We were supported by each and every GCC country when we made our bid. This goes to show the collective pride all GCC nations and their people have in Doha 2006. Beyond this, we have requested, and received, expertise from our neighbours for the events. For example, Oman has a legacy in field hockey and are willing to extend their expertise in that sport, and also benefit by getting their officials trained by international officials here. The Torch relay programme in the GCC is interesting. Countries are making plans to show off their

|a|There are opportunities for all in Qatar to participate and contribute to The Games success Doha residents can enjoy the thrill and excitement by signing up as Games volunteers. We are shortly starting our community relations programme with visits to schools. Agreements have also been signed with Qatar University and the Ministry of Education to spread awareness about The Games in their campuses and classrooms. We will roll out plans to reach out to government ministries, social clubs and multinational corporations to ensure all segments of the communities living in Qatar are aware of the activities and events that will take place from December 1-15, this year.
|q|Are you satisfied with the
response to programme? the volunteers

|a|We are more than happy with

this programme as it has gone beyond our expectations. We have already received over 19,000 applications, which only goes to show how much the community in Qatar supports Doha 2006. Volunteerism is the backbone of The Games. We can have all the infrastructure and planning, but all this will come to nought if we dont have dedicated volunteers with us all the way. The 3rd West Asian Games was the best experience for the volunteers. Their sense of involvement is now
MARCH 2006 Qatar Today 57

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A cleAn And sAfe GAmes
In order to ensure fair and safe selected. competition during the Games, a Historically, doping control training workshop was conducted programmes have been largely by the doping Control team at concerned with monitoring for the dAGoC to evaluate the Internationpresence of prohibited substances. al Doping Control Officers who will However, in recent years, the role participate in doha 2006. of these programmes has been The workshop was attended by expanded to cover attempted use of a total of 17 International doping a prohibited substance or method; Control Officers from Bahrain, UAE, reporting those who refuse to Kuwait, Chinese Taipei, Iran and submit a sample collection; ensuring Japan. It was designed to evaluate athletes do not tamper with any the skills and knowledge needed part of the process and identifying for the doping control programme instances of trafficking. and identify suitable candidates The dAGoC doping Control team for inclusion in the doha 2006 expects to administer over 1,000 International Doping Control Officer tests to athletes prior to and during Programme. the Games. doping Control Centres It is our goal to implement an will be established in each competieffective doping tion venue and Control Provillage polyclinic gramme during during doha doha 2006, in 2006 Games. accordance with Another workthe Anti-dopshop will be held ing rules of the later this year olympic Council in november in The medals for Doha 2006, unveiled of Asia (oCA), order to start the recently, has Orry carrying the Asian Games torch high as he runs into the and thereby training before foreground on one side and the Doha contribute to the competitions. 2006 logo inset into the Asian sun on fair, equal and doping Control the other. healthy competiwas one of the tion for all athletes who participate key procedures tested during the in The Games, said dr Abdulwahab 3rd West Asian Games held in doha Almusleh, Healthcare and doping in december 2005. Members of Programme Manager at dAGoC. dAGoC doping Control team have The dAGoC doping Control also provided testing at football team is currently in the process of matches, athletics events, handevaluating Doping Control Officers ball, basketball and weightlifting from Asia to ensure that the 30 incompetitions, as well as wrestling ternational officers who are invited and cycling events held in Qatar to participate in doha 2006 are of and abroad. The experience has the highest calibre, he added. After provided essential field training for the evaluation period, dAGoC will doping control personnel and albegin to issue invitations for the lowed dAGoC to test all aspects of programme and confirm the functhe systems and procedures that will tion and position of each individual be used in doha 2006 Games.
58 Qatar Today MARCH 2006

finely honed. We utilised the services of nearly 3,000 volunteers for WAG and during the lead up, the Games received nearly 100 telephone calls from the young and old, asking us to utilise their services. All of us learned a lot from hosting the event. Some people claim that volunteers are doing for what they can get back in terms of commercial benefits. This is absolutely not true. I recall my first trip to Birmingham, UK, after I took over as Director General in December. I met a sportswoman and one of the first things she told me was that we may not succeed because Doha dont have a culture of volunteerism. I told her we will succeed and we will have volunteers. Im planning to invite her to show her our success. We have worked out a plan and will soon implement it. This plan allows organisations to release their staff who have volunteered for The Games. We were confronted with this issue during WAG which is the reason we have addressed it. We have begun meeting with various organisations and companies on how best to find a mutual solution on how their employees can participate as volunteers without their organisations suffering loss of manhours and productivity, and volunteers not suffering loss of pay. We hope to have feedback from these companies and organisations by April. We have had meetings with several ministers and are hopeful all parties will be happy with the general decisions.

|q|what were the other key lessons from the wAG?

|a|WAG tested two things the

hardware and the software. The first involves the infrastructure, systems, organisational capabilities, etc. The latter is about people and their skill sets.

WAG helped us learn to integrate DAGOCs skills and personnel with external agencies like various federations responsible for individual events, security, airport authorities, immigration and consultants. It was not easy in the short period working at that level before and during the West Asian Games. Yes, there was chaos at times, integrating ourselves, but we have ironed out all flaws now. The second element during WAG was to test the organisation moving from a function-based organisation to a venue-based organisation. We have 12 departments in DAGOC. But in venue-based organisation, the venue manager is the DG (We will have 51 DGs across the venues), and that leader is the boss. Now for DAGOC staff to accept that there is a new leader at the venue for each aspect of The Games was not easy. But we pulled it off successfully in the end. This process of venue-isation is a key to our success and laid out the right fundamentals. At the Al Rayyan venue for instance a team and leadership managed the volleyball. So this same team will manage the volleyball event during the Asian Games when the event will be played there. We will build more such teams as we go along. WAG also helped test the capabilities of our contractors and their deliverables. It helped us sift through and locate the best resources that performed extremely well under pressure. Another test is the upcoming World Series Triathlon in March.

partners towards our success. A penalty clause will give us back some of our money, but I dont think money is what matters. We want to work with them, and when there is a problem, together get to the root of it. This ensures all round transparency. If they dont deliver, we work with them to find out why and help as much as possible. Sometimes things might be beyond their control. Maybe their promised supplies have not made it from other ports in the GCC for whatever reason. You need to understand that the contractors are from across the world

nature of the event. Regardless of nationality of the companies, we have succeeded in getting world renowned contractors to re-locate here to Qatar and open offices for ease of operation and coordination. About 70 percent of the contractors are based here, living here, being part of the community.

|q|what kind of review process is

in place with the different partners? Are there regular reviews with partners, local and international? what is DAGoCs input in their preparations for The Games?

we also want to change the concept of sponsorship in Qatar. we dont want only their money but need them to be more involved with the event. we want them to see their sponsorship as an investment and to leverage their support through international exposure
with an excellent track record of delivering on their promises at similar events. They are as concerned about their reputation as we are of ours. And they are only as good as their last project.

|a|We have outlined in detail their

|q|Do you have a penalty clause

with contractors?

|q|How many of them are there,

and how many are based in Qatar?

|a|We have sent out the message

from the tender stage that our contractors are not mere suppliers but

|a|There are about 125 different

contractors working for Doha 2006. It is a huge operation, befitting the

rights and duties, as also our rights and obligations. We have ensured we deliver on our promises, add value to them, and create opportunities because this is a win-win situation. We will continue to have a number of workshops for our partners designed to help them identify their requirements and leverage opportunities offered to them from partnering with The Games. Our first workshop concluded recently and the second is scheduled to take place in September 2006. These workshops ensure our Partners and Sponsors are well aware of the updates and the progress. We have set up an account management system with the OCAs marketing agent whereby each partner and sponsor has a dedicated account management team for day to day contact and for Partners to become familiar with the contractual rights and recognition programme. This team will encourage all Partners and Sponsors to use their contractual rights and get the maximum benefit from their investment over the coming months leading to The Games. We also want to change the concept of sponsorship in Qatar. We dont want only their money but
MARCH 2006 Qatar Today 59

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need them to be more involved with the event. We want them to see their sponsorship as an investment and to leverage their support through international exposure. knowledge they have accumulated over the years. And as host organisation, we also give them our positive feedback and responses. Each international federation has a representative working with DAGOC on a regular basis. This technical delegate is appointed by the appropriate governing international sports federation or the Asian Sports Federation to ensure that their sport and each discipline and event in the sport conforms to the technical requirements of the International and Asian Sports Federations. The role of the technical delegate is to make sure preparations and venues are of high standards set by the international federations. The technical delegates have already made visits to Doha and are satisfied with all our preparations so far. They will be visiting Doha every month until The Games. The technical delegate will sign off the venue once all requirements are met including stadium lighting, playing field specifications, spectators area, changing rooms, medical and other facilities, ease of access, media centre, etc.

|q|what has been the feedback

from International Federations and oCA, following their visits?

|a|The OCA and International Fed-

erations have visited us and will continue to visit us ahead of The Games. It is a continuous open dialogue. They observe and advice us with the

PArtners workshoP
DAGOC recently concluded its first workshop for the partners and the sponsors of the 15th Asian Games. over 70 executives and representatives of the doha 2006 Games local and international Partners and Sponsors attended the two-day session alongside representatives from the olympic Council of Asia and its marketing agent, dentsu / Promoseven. organised by dAGoC, the workshop was designed to help Partners and Sponsors identify their requirements and leverage the opportunities offered to them from partnering with the Games. Tours to the competition and non-competition venues were also organised alongside the workshop sessions for the participants to observe the remarkable progress around the city with nearly all permanent venues well into construction and other venues completed and ready to host the Games. The primary objective of this workshop is to help Partners and Sponsors leverage opportunities and also safeguard corporate values, image, assets and interests of every partner, said Ahmed Abdulla Al Khulaifi, Deputy Director General
60 Qatar Today MARCH 2006

Corporate Support of dAGoC This is the year of the Games and time will pass by quickly. We encourage all Partners and Sponsors to use their contractual rights and get the maximum benefit from their investment as we look forward to working with them closely over the coming months leading to the opening ceremony on the 1st of december 2006. The workshop covered a range of Games plans including public pelations and marketing communication plans, transportation, accommodation, hospitality villages, accreditation, security, ticketing, customs clearances, logistics and Intellectual Property Protection. Partners and Sponsors were also introduced to their designated account management teams to become familiar with their contractual rights and recognition programme. We have a strong and mutually beneficial partnership with all of our Sponsors. Their contribution and involvement with the Asian Games will make the doha 2006 even more significant to all, said Hala Ramzy, director of Marketing and Public relations, dAGoC.

|q|How many venues have been

signed off?

|a|About 99 percent of the venues

have been signed off.

|q|Are the transportation plans in

place to take spectators from one venue to the next? what kind of an action plan is in place with the traffic department?

|a|We are working very closely

with Mowasalat which is the citys public transport provider. We are advising them of the anticipated Games-time demand, which they intend to address using the recently launched Doha Link Public Transport network. In January this year, Mowasalat tripled the number of bus lines from 2 to 6 and more than doubled the number of buses in operation from 17 to 46. DAGOC will encourage and support further additions to this network prior to the Doha 2006 Games. Hopefully, the number of taxis in their fleet will also be enhanced. I must add though, that transportation of spectators is not a Host City Contract requirement of the Organising Committee. Thus, our official vehicles will serve accredited guests

only. The Doha Traffic Department is part of the Games Security Task Force. They are in close contact with the DAGOC Security Directorate and the Transport and Signage Programme to develop a comprehensive traffic plan during the Asian Games. DAGOC is also working closely with Ashghal the Public Works Authority to understand and minimise the impact of road works on traffic for The Games. A public information campaign will be launched prior to The Games to educate the public on the likely diversions and delays that will occur due to the introduction of over 1,500 Games vehicles and the inevitable and essential roadway improvements that Ashghal are currently implementing.

and CNN Asia. We also participate in special country reports such as the one that will run on CNBC and other channels. Our tactical TV advertisements will tackle the regional and Asian market.

|a|Stress is part of the whole pro-

|q|what are the interesting events

lined up, in the run up to The Games?

|a|The

|q|How has the run-up to the 2006

Games been, in the international press circuit? what are the plans to further publicise Dohas efforts?

|a|Weve completed several trips

to Asia announcing our progress and are calling on athletes to focus their efforts on bringing their performances up to the level that will see them triumph at Doha 2006, especially now that Beijing is hosting the Olympic Games in the year 2008. We also have our Visiting Journalists Programme in place and are flying in journalists from all over Asia to attend our press conferences, partner announcements and updates on the preparations for The Games. As for broadcasting opportunities, Al Jazeera Sports started running a programme titled The Road to Doha 2006 from last month with monthly updates on the progress of The Games until December 2006. We are also finalising five vignettes that will be aired on CNN International from this month as well as on CNN Middle East and North Africa

most imminent event DAGOC is involved with is the inaugural International Triathlon Unions World Cup Series event for 2006 right here in Doha. The March 3 Triathlon will kick off the World Cup series for the ITU and is the perfect test event for Doha, taking the same route as the Doha 2006 triathlon, along the Corniche, past the Emiri Diwan and around the old souqs. The triathlon is also the first event in the qualification year for the 2008 Beijing Olympic Games and will have an anticipated television audience of more than one billion people. DAGOC is hosting the event in conjunction with QNOC and the Qatar Cycling Federation (ITUs affiliated National Federation in Qatar). Other events DAGOC is planning in the lead up to The Games will be released in the next few weeks and will include tests of a wide range of sports in some of Dohas newest venues. DAGOC will be involved 100 percent in organising several of these events, while working hand-in-hand on others with the local federations to transfer the experience, build relationships and practice working together for the Doha 2006. aspect of The Games causes more stress than the rest? How do you plan to cope with that?

cess. How we make it healthy or unhealthy is what matters. It is healthy if you are concerned about leaving no stone unturned, to succeed. It is unhealthy, if we give in to stress and be ineffective. My role as Director General of DAGOC is to make sure we organise a Games that touches the lives of everyone who participates; whether they be athletes, DAGOC employees, volunteers, members of the community, expatriates, National Olympic Committee members in Asia, investors, officials, participants, the media, spectators or anyone else even remotely connected to Doha 2006. I also ensure the smooth performance of DAGOC and all its functioning departments, helping it to be more proactive and prompt. Our style of implementation has already impressed these consultants and we hope to become the benchmark for corporate excellence. Which aspect causes more stress? I would rephrase your questions and say that each milestone we achieve and every victory gained by teamwork makes me happy and marks another step towards staging a memorable and most significant event in December 2006.

|q|Lets rephrase it as concern? |a|The risks we have taken are normal the biggest risk is not having one, by overlooking potential problems. The concern I would say is spectators. We can have the best venue, planning, co-ordination, and broadcast, and if stadium is empty the players will not enjoy it. We will build momentum closer to The Games, so that at least 60 percent of the stadiums are filled, if not 100 percent. Other than that, everything is under control.
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|q|According to you, which one

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Link to the world

TeL is pumping in a lot of money into the infrastructure requirement for The Games, post December 2006 how will this be leveraged?

|a|The Games is one of the biggest

Qtel, Chief Executive Officer Dr nasser M Marafih

62 Qatar Today MARCH 2006

events to be held here. But Qatar is also planning to host bigger events in the future. We are putting in huge investments, but a large part of it is our base infrastructure. It will help the country become a venue of choice for important events. Moreover, a lot of people are coming to this event and it is important that they receive state-of-the-art technologies and services, which we in any case have in the country. It is important for our reputation that we deliver quality service. Secondly, there are a lot of new technologies coming in, and we thought this would be an appropriate time and platform to demonstrate those services. Such events are a place to demonstrate new services and showcase new technologies. We are going to do this with our partners who help build the infrastructure. It is done in every major event be it the world cup football, Olympics, telecom conference, or now here... We are going to involve our technology partners, international vendors from whom we procure the infrastructure... Our strategy is to expand to other countries in the region, and this will help. We are the project managers not something new. Where we see the importance of partners is the opera-

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tional support during The Games. It would be useful to get the expertise and resources from our partners. This will also strengthen our relationship with them, to work with them outside the country. reach in the community, to get people to become more involved in The Games? for that. At WAG we ran the technical operations with a dedicated team of 150 people. For the Asian Games about 500-600 people will be required, some of whom might be brought in from outside. We are presently co-ordinating that with our partners and vendors. abroad. Showcase things that are new not to just Qatar, but outside too.

|q|Like? |a|We are launching the new service

called Triple Play which is being tested worldwide. We are also trying to introduce new mobile-based services, which are still under discussion, as there are so many ways of delivering this. We need to ensure that whatever we provide is of the best quality. There are some issues surrounding these new technologies. We will be announcing these new things both on wireless and telephony side.

|q|How do you plan to use your

|a|The whole country is geared to-

wards the event both in managing and supporting The Games. We are in every household in the country, and we are going to utilise that reach. We are in discussions with DAGOC in this regard. Everybody in the country is aware of the importance of The Games. We need to plan and co-ordinate with DAGOC on how to reach the people. The bigger responsibility is to ensure that the infrastructure is ready and it meets the requirement for the Asian Games. We believe we have delivered a large part of it already. We have already gone through an exercise with the WAG, where we had met and exceeded expectations of both the organisers and people who attended the event. Of course the Asian Games is much bigger.

|q|There will be a much huger influx of visitors, will that tax the infrastructure? |a|We are serving over 800,000 people in the country. Our infrastructure is built to meet this number. And the contingency plan we have in place is capable of serving more than the expected number of visitors. We are

|q|what were the main challenges you faced at the wAG? |a|It was an important experience.
The most important thing we learned was about co-ordination. There are so many parties involved in such a huge event, and we are all linked in different ways. We did rise to the challenge, but that is an issue we are aware of. In particular, we learned more about the requirements of the media, and providing the necessary services
64 Qatar Today MARCH 2006

there are a lot of new technologies coming in, and we thought this would be an appropriate time and platform to demonstrate those services. Such events are a place to demonstrate new services and showcase new technologies
trying to be one step ahead. We already have indoor GSM solutions for half of the venues and are in the process of extending it all of them. This will provide both quality coverage and the capacity. In addition to this, of course, we are going to have data services, wifi... so there will be multiple ways of connecting. We need to demonstrate our capabilities both within the country and

|q|what are the technologies that are going to be deployed during The Games? |a|We had already deployed and
operated some of these technologies at the West Asian Games, and of course, that was done on a smaller scale just eight or nine venues, against the 19 for Asian Games. During WAG, the technologies we operated included: High speed optical capacity network: To deliver High-Definition TV (HDTV) and Standard Definition TV. The optical transport network is handling all video signals in the uncompressed mode transporting SD at 270 Mbps & HD at 1.465 gbps. Uncompressed signals allow the flexibility to be easily processed and then compressed before transporting high-quality images globally over either fibre or satellite. We successfully used the network to test HDTV during the West Asian Games last year. TETRA was used extensively by organisers at all the WAG venues including non-competitive venues like the airport. Particularly important for security, Games operations and

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fleet management. In this, we were well ahead of schedule. It was originally meant for Asian Games. Next Generation Digital Loop Carrier System: This is the next generation of all IP system in the Access, which carries voice; ADSL and ISDN network from all the venues. Any location that requires all these services in bulk can be quickly and easily deployed. This system technology was successfully tested during the WAG GSM indoor solutions: The GSM network was expanded to provide both capacity and coverage at 50 percent of the total of 19 competition venues. This was in addition to the non-competitive venues like the accreditation centres and hotels used during the event. The solution implemented also provided indoor coverage that provided a sort of a back up to all other voice and TETRA services. The 3G network has been built and the service will be ready for commercial launch by the second quarter of this year. Fibre Infrastructure: Physically optical fibre was laid from nearest Qtel nodes (part of the network) to every venue on a diversed path (route). This meant any fibre cut on one route into the venue would not disrupt any traffic. In addition to diversity, redundancy of fibre is also provided in the network. Close to 125 kms of fibre was laid prior to the event. This is the backbone of the entire infrastructure and is already done. At the WAG, more than 70 applications including the ticketing system, Games information, scoring boards all ran successfully through Qtels network infrastructure including a demonstration of transporting HDTV. Now we have ready more facilities like: Qatar Data Centre: Which will safely and securely protect valuable data and information and at the same time
66 Qatar Today MARCH 2006

provide high-speed connectivity to the internet. This Data Centre is also home to the first AT&T global node in the Middle East, connecting our customers to 50 countries through a 150 other nodes world wide. Nearly every international and local partner who will be relying on IT or technological support will be doing so on Qtels infrastructure network. First phase of NOC: The entire network will be monitored centrally from the Network Operating Centre (NOC), the first phase of which will be implemented during the Asian Games. The NOC will monitor the transmission, switching and Radio

we do have Cable tV, but Broadcasting is opening a new avenue for us inside the country... Qatar is becoming a destination for major events (not just for sports) and all of them will require broadcast facilities. and we are ensuring that this is available, and it will be an important part of our business...
network across the country, all venues during the event. Service support and fault management and maintenance will be coordinated through the NOC Also in the pipeline are: Internet Expansion on existing infrastructure: This will boost Internet capacity of by 150 percent to 500mbs.

OSS and EMS: A software platform required to monitor end to end Qtel network services a central monitoring of various telecom venues. Mobile telecom equipment rooms (Wireline) and Sites on Wheels (GSM) Qtel will build a complete self contained Telecom Room mounted on a trailer. These will be strategically located during the events and can be quickly deployed with duration of 1-2 hours in the event of a major disaster of an entire Telecom Room at a venue destroyed by fire such that telecom services cannot be provided although the venue is operational and event is in progress. This is a part of the contingency plan. Satellite Farms: Consists of the Antenna systems with uplinking facilities to satellites to broadcast The Games to the rest of the world. Qtel is partnering with an international operator for this purpose. Media Centres: Qtel is allocating Media centres in all the venues with the main centre close to the International Broadcast Centre that will house all the technological requirements Triple Play: An all IP network enabling an integrated delivery of multimedia including IP voice, video, data and Internet access over one simple connection.

|q|For Qtel, Broadcast is a relatively new area of expertise. How do you plan to handle that? |a|Broadcasting of High-Definition
TV is something new too, for countries that have the facility. And we had it for WAG, besides the standard TV. It is the newest area we are getting into. We do have Cable TV, but Broadcasting is opening a new avenue for us inside the country, which was not a focal area for us earlier. But we believe that it is going to be a bigger business for us. Qatar

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we have Al Jazeera, Islamweb... Then there are education institutions, and it will require different mediums too. We need to position ourselves as a regional company, and it is critical to have all this.

|q|Sports marketing is becoming huge, are you planning to build on this legacy? |a|Some of the things we deploying here, we know will be needed in other places that we are going to operate on. The big trend in telecom is convergence. Every telecom company is going to provide all of these services be it mobile, data... The experience we are getting here will help us provide it in other places. It is important to utilise and capitalise what we learn during The Games.

|q|what co-branding efforts are planned? |a|We will be branding all of our
cards. This is the simplest thing. But we are trying to do something on the technology itself, services that are customised for The Games itself. We have things lined up, but we need to do it at the right time. If we do it too early, people will forget about it.

is becoming a destination for major events (not just for sports) and all of them will require broadcast facilities. And we are ensuring that this is available, and it will be an important part of our business a growth sector we did not have before. In fact, the Host Broadcasters (for the Asian Games) who also have the rights for another high profile event that is taking placing this year in Europe, were here to inspect the video network we have built, and they commented that what we have built is far more secure than what was
68 Qatar Today MARCH 2006

there in Europe. That gave us immense confidence. This is a learning experience for others as well. This is going to be broadcasted worldwide, and that is going to be massive exposure. We know we will reach audience all over the world. We are building multiple layers of broadcasting capability. Not only cable network, but also satellite. We believe we have the biggest infrastructure in the region. You have to understand that Qatar is also becoming a centre for media

|q|what is your primary concern, in relation to The Games? |a|That the broadcast goes well.
That it is done properly. That they are delivered in a timely fashion. We are confident that we will deliver. But there are challenges. We need to ensure that the contingency and disaster recovery plans are in place. The biggest challenge is of course broadcasting, as it requires a lot of co-ordination. We are not the only parties involved in it.

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Colouring the skies

S
InCe Qatar Airways is the only prestige partner of the Asian Games that enjoys high visibility outside Qatar, how do you highlight your efforts in carrying the message of The Games? delivery of two Asian Games branded livery. The new livery features distinctive vibrant colours and imagery created specifically for the Doha 2006 Games, which will be difficult to miss in many of the 69 destinations served by Qatar Airways. There are two distinct designs created on the next seven A330s that will fly in the new colours with deliveries taking place over the next few months. Furthermore, Qatar Airways has partnered with Qatar Foundation and the Doha Asian Games Organising Committee to launch Reach Out To Asia, a relief campaign established to respond to needs of the underprivileged across Asia. The aim of the charity has been to extend the hand of friendship and help to the many countries across Asia who will be participating in The Games. These countries have, and still are, experiencing serious social difficulties in terms of poverty, inadequate healthcare, homelessness, disease and natural disasters, such as last years devastating tsunami.

|a|Qatar Airways has already taken

ising ral,

|q|How do you plan to cope with increased traffic at the airport?

Qatar airways Chief Executive Officer, akbar al Baker

70 Qatar Today MARCH 2006

|a|The Doha International Airport

is undergoing major upgrades in response to the growing demand being placed on the existing facility. This

upgrade will also be ready to serve the thousands of visitors expected during The Games. The post office building is being pulled down to accommodate an exclusive Business and First Class departure lounge. It is the only terminal of its kind in the world a dedicated Business and First Class terminal. The idea is to offer seamless service. This will have its own duty free, spa. It will open in summer. This will free up space at the regular departure, as apart from passengers in these classes, the frequent flyers who are travelling economy class will also be accommodated there. The arrivals is also being expanded. The airport is very busy, as you can see. We are victims of our own success, with such rapid expansion. Qatar Airways passengers alone account for six million per annum. About 40 percent growth per annum. The airport was built for a certain capacity, and it has definitely far exceeded that. The transit area is also going to be expanded in a separate area. The baggage area will have extra belt, to ease congestion.

and spectators alike. This year we will be taking delivery of 13 aircraft, which will represent a significant capacity increase so there is room to put extra services into key markets.

We are working on the logistics at the moment, but there will be separate facilities for the VIPS, athletes, officials... It is being worked upon right now.

|q|what kind of hospitality and visa assistance will the airlines provide to its passengers, travelling to Doha, specifically for The Games?

|q|Are you planning packages to Qatar, specifically for Asian Games? |a|Yes, we are. For spectators. The
athletes and officials are going to be brought in. Apart from this, our offices in various countries are putting together packages with hotel accommodation and tickets etc. They are working on this whole process. We are putting on promotional activities for the spectators, where they come in, see The Games and stay on to see the country too. We are working on the fine details. We are putting out extra flights in and out of Asia, for a good four week period around The Games. We are working closely with Qatar Airways Holidays and Discover Qatar on this.

...an exclusive Business and First Class departure lounge. it is the only terminal of its kind in the world... the idea is to offer seamless service
|a|Qatar Airways plans to have
many hospitality areas at the major venues where The Games will take place. The airline takes pride in being the face of Qatari hospitality, and is looking forward to welcoming the thousands of spectators and athletes alike. When arriving at Doha International Airport, the Al Maha service will also play a pivotal role in welcoming large delegations arriving from various countries. Those passengers willing to pay a small fee, will be able to relax in the Al Maha lounge, while the Al Maha representatives take over and clear the necessary paperwork associated with passport formalities. They also will assist with luggage collection, and finally deliver the passenger to the relevant party. With regards to visa assistance for the rest of the passengers, Qatar Airways will be working closely with the relevant authorities to ensure an efficient and seamless experience.

|q|Are there extra flights planned or code shares planned, to help ease traffic during The Games? |a|The Asian Games will firmly put
Doha and Qatar in the international spotlight. Qatar Airways has gained recognition and reputation for its award-winning service and we now believe the country will capture significant attention not just in Asia, but worldwide, when this prestigious event is staged in Doha. Around 25 per cent of our global network is concentrated on Asia, including the Far East and Indian subcontinent. Qatar Airways will operate additional flights into key markets to help facilitate travel for athletes, their families

|q|what is the curiosity value in non-competing nations, when the airlines carries the message abroad? what has the reaction been? |a|The reaction has been quite positive, as the airline is spreading the message of Qatar to the world. Our Asian Games branded aircraft will further enhance the image of The Games and Doha, spreading the message that Doha has become a major contender in hosting world-class sporting events. Even in non-participating countries there is interest. The reason is, we have three branded air crafts, and they fly to European destinations as well. People think they are flying only to Asia, but thats not the case. In Asia, there are a lot of activities. In China, where the biggest contingent will be from, we operate four
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flights to Shanghai and three flights to Beijing. And that is not enough, we are looking at more flights to China to accommodate the traffic. To the entire Far East region really, and capacities to certain Middle East markets as well. There is that intrigue factor. Whenever there are journalists coming in, be it from Europe or Asia or America, we ensure that they visit the venues. And they are reporting on it, even if the country is not competing.

Even in non-participating countries there is interest. the reason is, we have three branded air crafts, and they fly to European destinations as well
the names and numbers. And now are working on who goes where.

nerships for global events, outside of Qatar?

|a|In fact, Qatar Airways has al-

|q|what is going to be QAs biggest challenge as a partner? |a|Qatar Airways has enlisted several hundred volunteers to assist with the challenge of making The Games a huge success. We are getting the people within the company to volunteer during The Games. We have asked employees to volunteers to assist in ferrying people etc. In addition to this, we are recruiting our own volunteers as well. Whether its meet and greet at airport of venue, or for reservations. Internally we are working on a system. We are getting
72 Qatar Today MARCH 2006

ready sponsored events outside Qatar. We have taken part in various sponsorship opportunities outside Qatar, including sponsoring the Qatar Total German Open 2005, which took place in Berlin. We have also partnered with the World Economic Forum, hosting both the Arab Competitiveness Round Table, which took place in Doha 2005, and hosting a Qatari night in Jordan in 2004.

|q|In partnering this event, what is QAs biggest advantage? |a|Qatar Airways biggest advantage has been to spread the message of Qatar Airways as a brand around the world to the thousands of athletes and spectators who are expected to travel for the first time on our airline. It is our opportunity to showcase our hospitality through our award winning service.

|q|what can we expect in the coming months?

plan, Qatar Airways is planning on taking part in several road shows across Asia (coinciding with our Hong Kong Inaugural taking place on March 26, 2006). We are also very proactive in putting together several press events in the region, and we are partaking in a heavy advertising campaign on both CNN and BBC, as well as sponsoring the Sky News weather.

|a|As part of our aggressive growth

|q|Is this a prelude to other part-

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Money matters and more

A
S a partner to The Games, what are QnBs biggest challenges? How does the Bank plan to meet them? will be the biggest sporting event to be staged in the Middle East. It is the second largest sporting event in the world after the Olympic Games. As the host country, all eyes will be on Qatar. As the Official Bank of The Games, we feel that it is important to shape the larger communitys awareness and knowledge of the country. Our involvement with DAGOC allows the fulfilment of this strategic objective. It is natural for us to be part of this event which reaffirms our support to the community which is a major part of our Corporate Social responsibility and a core value to QNB. As this is the first time Qatar is hosting an event of such magnitude, we face the challenges of ensuring that our partnership efforts are well aligned and integrated. I am confident that our entire organisation will be ready for this prestigious event. As we carry on in our day-to-day business, every employee will play a role in making our participation in this event a great success. This goes to shape the identity and reputation of QNB as a leading financial institution that is sports focused and strongly associated with the evolution of the countrys aspirations to become a global sports destination. The Games represents excellence, teamwork and commitment; and these are the same values we aspire

|a|The 15th Asian Games Doha 2006

Qatar national Bank acting Chief Executive, ali Shereef al Emadi

74 Qatar Today MARCH 2006

to with our partners and our community. We have instituted a thorough internal communication programme to help align all our staff with our partnership role in the upcoming Games.

|q|How will QnB leverage the association? |a|The point is QNB has always
been a central part of the development of Qatar and its economy. And the Asian Games is just a natural opportunity for QNB to reaffirm that commitment as well. We have got a very well developed Corporate Social Responsibility programme and The Games is a wonderful opportunity for us to put something back. We are focussed on three key areas: Firstly, assisting DAGOC with all of the practical arrangements that the bank can support, whether its the corporate activity at DAGOC as a corporate institution or assisting its employees... or establishing banking facilities at Games sites and locations. For example, we are building two temporary branches at the village and at the media centre. We are also locating a number of ATMs at a number of venues, and we will be supplying Point of Sales facilities as well. Part of our activity would be deploying mobile branches. An additional part of this is to put in place financial arrangements for ticket sales. We will put a payment gateway on the internet for people to purchase tickets online. Second area, is really the wonderful opportunity The Games provides for corporate hospitality. To engage our customers and staff in the excitement of The Games. We will make sure that first class corporate hospitality is available for our customers, suppliers and busi-

ness partners. A lot of work is going into organising that. And then, also ensuring that our advertising, marketing and public relations opportunities are utilised in the most effective way. The third area of activity is the commercial activity. We are going to, with DAGOCs final approval, launch a commemorative credit card. And the value proposition of this card is that it will have an expiry date of March 31, 2007. So it will have a very short life, but it will be a collectors item

We have other product ideas that we are developing at the moment. But the credit card will be a principle product launch. You can see from that we are engaging our customers in the opportunity and excitement of The Games.

|q|Can you talk a little more about the preparations, internally? |a|A QNB steering committee has
been formed, which comprises senior management and key project leaders. This demonstrates the high-level commitment and support in ensuring success. We have also established a Project Task Force, comprising members from all departments, with a Project Manager whose job is to coordinate the entire sponsorship and support to DAGOC and to ensure integrated approach in our support for The Games. The steering committee has different work streams. This has been in operation for the last four months, and as those work streams start to deliver results, we are going to see a much more public association of QNB with The Games. To date the association we have shown is the special branding in all our drive through ATMs, at the City Center and HMC branches and on our mobile branch. We are going to apply that distinctive branding as a common theme throughout all our activity, including the commemorative card.

as this the first time Qatar is hosting an event of such magnitude, we face the challenges of ensuring that our partnership efforts are well aligned and integrated
for the Qatar community. The added value is that we will donate a certain part of the earnings from the credit card to the Reach out to Asia charity drive. We are working on the final details at the moment. This will give our customers a satisfaction that as they spend, they are making a charitable contribution. And we also intend, subject to final approval, VIP tickets to the opening and closing ceremony of The Games to customers who use the commemorative credit card. So there will be a draw, and those who have acquired and spent on the card will qualify for it. In addition, we want to give three card holders an opportunity to participate in the Torch Relay in Qatar, which will be a memorable, once in a lifetime experience for our customers.

|q|During the event, people from across the world are going to be here. How will you meet their needs? |a|Over 15,000 athletes and guests
are expected to visit. It is important that from the time they step into the country, they feel there is a financial services provider available to assist them with local needs. Foreign exchange services at the airport... All
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the way through to full branch services at the Village, Media Centre and venues. This will meet all their financial needs.

So that is something we are comfortable with.

|q|will this require a different kind of orientation? |a|Not really, because Qatar is increasingly a multi-national community. And our staff are quite used to dealing with a multi-cultural environment. That is one of our strengths the breadth of our existing customer base and staff. We are used to dealing with different nationalities.
76 Qatar Today MARCH 2006

|q|A critical task is to get spectators in and make tickets easily available. How will QnB be involved in this process? |a|We have been having discussions
with DAGOC to use QNB branches as a distribution point for tickets. One of the way to support is to actively promote it at our branches, and therefore to our customer base. To reinforce the DAGOC promotional activity. Corporate hospitality is an-

other area where we are encouraging people to visit The Games. Distribution of tickets and information on ticket opportunities to be made available through our branches, are still in early discussions. I would like to underline this: We are putting in a lot of hard work. An enormous amount of effort has gone into planning and preparation by DAGOC. It is a landmark event. It is important in staging Qatar as a sporting destination. I do hope people go to The Games, that it is well supported. It should be a real national celebration...