What ISAL
Where KSA (STC – 806280, Mobily - 606560), Lebanon (MTC - 1007, Alfa - pending)
Since January 2009
Why A fast growing, reliable, efficient and accessible sms information service providing timely responses to mobile phone users’ questions.
www.isalsms.com
ISAL is a Short Message Service application launched in the region by Sual wa Jawab (S&J) Ltd, a company set up in the Kingdom of Saudi Arabia back in 2008. The wonderful thing about the service is that it will answer just about any question in whatever language you command. All you need do is type out a quick sms and send it to the local ISAL number; within minutes you’ll receive the answer. Having started in KSA, ISAL recently launched in Lebanon and the company is looking to quickly expand throughout the Levant and GCC region.
“I got the idea for ISAL when I was living in the US and Europe. When I returned to the region I noticed a huge gap in the Directory Services available,” said Mahmoud E. Baban, a 29-year-old Saudi. “Without exception you’re always put on hold before getting a number, which is not always the correct one anyway. Frankly, access to information can be very difficult - especially when you’re away from home or the office.”
Of course ISAL is more than a simple directory service. So how does it work you may ask. The brilliance lies in a well-executed combination of both algorithms and human researchers coalescing via a dedicated database system. Basically, each time a message is received, the database processes it through a series of algorithms before then showing previous applicable responses as well as a recommended answer. This information is then forwarded to the research team, where an ISAL Qualified Researcher adds a human element to make sure the very best answer is sent each and every time.
“The secret of our service is the human touch. It’s not automated. There’s thought put into it. Of course we do use some automation, but only at the back end so as to help the service run in a quick and efficient manner. Nevertheless, there’s always a person crafting the answer in the best possible way,” reveals Baban.
His idea of using human researchers to guarantee a higher level of quality control is a first in the MENA region and he takes delight in pointing out how many of his part-time information workers are Arab women working from their homes. He asserts that the potential for growth is huge in this niche market sector and that he’s maintaining a sustainable and balanced growth between researchers and incoming texts so as to handle the ever-increasing workload. In concrete terms, the first half of 2009 allowed ISAL to respond to over 100,000 questions and Baban is already looking to double that figure by branching out into complimentary corporate directory services for large businesses.
Baban ended the interview with a telling synopsis of his business, “ISAL has proven successful because of the unique nature of the service. We are targeting a mass market with a high quality, practical and time efficient service that still has a human touch. More importantly there is no quality service of this kind in the region – something that is educational, convenient, and efficient to the user.”
