Bruno Duthoit: Working in Armenia was easier than in many other countries

Orange Armenia former CEO Bruno Duthoit's interview to Mediamax.

On September 3, Orange Armenia CEO Bruno Duthoit left his post after working here for almost 4 years. He gave a farewell interview to Mediamax before his departure.

- Mr. Duthoit, France Telecom Group’s management has taken a decision to change its Armenian unit’s management and from September 3 Orange Armenia will have a new CEO. Why was this decision taken and if it was up to you, would you decide to stay and work here?     

- I feel very much comfortable to work and live in Armenia. This country has become very familiar to me and it would be a pleasure for me to stay longer. But there is a general rule in Orange France Telecom Group to regularly change its units’ management every 2-4 years, and as I am already finishing my almost 4th year in Armenia, it is quite logical and not unexpected for me to move to another position.


With Orange Armenia team, 2012
Photo: from the personal archive

- From 2006 to 2008 you were CEO at Orange Moldova. What emotions and expectations did you have when you learnt about your reappointment in Armenia and have those expectations come true?

- That was really a surprise for me. I was somehow involved in the preparation of FT participation in the tender for third license and my boss proposed me to head the company if Orange was selected. So the news about the selection of Orange as third operator was also the news for me to move to Armenia. Heading Orange in Armenia was a big pleasure and a big challenge for me at the same time, because in Moldova the business was already running, in Armenia there was a real challenge to build a company from scratch in a well developed market. And although I had somewhat similar experience in Slovakia, where the company was also built from zero, the situation was very different, because it was in 1996 and we were building the first mobile network for the incumbent operator.

By that time I had little knowledge about Armenia. My family members and I had Armenian friends in France, but I understand it’s impossible to state that you know Armenia if you know only French Armenians.


In Makaravank, 2012
Photo: from the personal archive

- Was it easy for you to start working in Armenia? What was the most difficult thing for you here?

- The most difficult thing is not connected directly with Armenia, but with the commitment to build a company in a very short time. We had to simultaneously build the technical infrastructure, create marketing offers, establish the brand, build the sales network and all this along with building the team.

I have to say that Orange was very much welcomed in Armenia, and starting and working here was easier than in many other countries. For example, for building the network a telecom operator faces many administrative and bureaucratic issues, that were much less complicated here than in many European countries.

- You’ve been working in Armenia for nearly 4 years and you have rich international professional experience: Does Armenian telecommunication market differ from others that you worked previously?

- I wouldn’t say that the Armenian telecom market differs from others significantly, but there are a few specifics: there is much more consumption of internet and voice traffic per user in Armenia than in most European countries, much more desire for technologies and innovation and, quite specific to Armenia, Armenians often feel much attached to their phone numbers.


In Makaravank, 2012
Photo: from the personal archive

- What do you consider your best professional achievement and failure during your work at Orange Armenia?

- The best professional achievement here was building a wonderful team, building a company, implementing new services in rough situation with two competitors.

The failure, I think, was that I didn’t learn Armenian.

- Your successor, Francis Gelibter, has financial educational background. Can we suppose that your general mission in the company was to build it, and Mr. Gelibter’s will be to normalize its finances? In general, what will be the major challenge for you successor?

- As a CEO I had three main objectives here: to implement and promote services, to build the desired perception of Orange brand in Armenia as well as ensure company's good financial performance. I guess my successor's mission will be the same. 


Akhuryan,2011, Eye Care Project
Photo: from the personal archive

- What about return of investment and profitability?

- Our financial results are pretty good: full return of investment is expected after 10 years of company’s operation, as to profitability, we're steadily going towards it every month.

- Mr. Duthoit, you have been in all Armenian regions, and almost all cities, you know this country more than many Armenians. What's your opinion on Armenia's future? What do you think as a professional manager, are there certain things that need to be changed in order to boost Armenia’s social-economic growth?

- The main two things, that I think can highly contribute to Armenia's development, are opening the borders with the neighbours and narrowing the gap between Yerevan and the regions. I think intense regional policy is extremely important for Armenia, as the difference between Yerevan and the regions is very big. There is almost everything in Yerevan, and an average investor, comparing the capital city with the regions, would prefer to stay in the city.

At the same time I see huge potential for growth. There are many skillful people here; one bright example is our team at Orange Armenia. If Armenians do not emigrate much and stay working in Armenia, this will help the development very much.


Akhuryan,2011, Eye Care Project
Photo: from the personal archive

- What’s the role of Orange Armenia in France Telecom Group? How much does it contribute to the Group’s overall development?

- Despite its relatively small size, Orange Armenia's contribution is not negligible. In Orange Group we have a real culture of sharing good practice and best experience. So besides having used a lot other affiliates’ experience, Orange Armenia has itself created some good benchmarks.

You probably know about the pilot project «TIGRAN» (Tower InterGRated Armenian Network), which was rewarded for innovation by France Telecom Group. The project which will not only enrich France Telecom/Orange experience, but also allow to build mobile networks with much less costs.

The Group is highly interested in Armenian experience of building Orange’s marketing policy.  I have already mentioned, our quarterly surveys show that Orange is today the most loved brand in Armenia, and this only after 2.5 years of operation. A few weeks ago Orange / FT Group's Chief Marketing Director was in Armenia to examine Orange Armenia experience of such positioning of the brand.


Akhuryan,2011, Eye Care Project
Photo: from the personal archive

Other domains: our specialist for technical environment is now one of 6 members of FT Orange Group Steering Committee of Technical environment.

- And the last but not least question: will we see you again in Armenia?

- Yes, I am planning to spend my vacation in Armenia next summer. I really love this country; I have made friends with my colleagues in Orange Armenia and outside the company as well.


After open air concert in Yerevan,  devoted to Eurovision-2011
Photo: from the personal archive

- Mr. Duthoit, on behalf of Mediamax and media community of Armenia I’d like to say thank you for the work you’ve done here and wish you all the best at your new position.

- Thank you too for nice cooperation with us during these years.

Ruben Harutyunian talked to Bruno Duthoit.