History
Background information on how SETAR has started as Telecommunications Company owned by the government to an incorporated company with an intensified focus on its customers.
Celebrating a Silver Anniversary: 25 years SETAR
Aruba’s Status Aparte in 1986 brought about the creation of SETAR, the island’s national telecommunication company. SETAR was formed when the old telegraph and telephone service company headquartered at the time in Curacao, merged to establish a proud independent entity. The antiquated Lands Radio which was used for international calls and the Telefoondienst which provided local calls were combined as SETAR, Servicio di Telecomunicacion di Aruba, dedicated to serve the needs of the local island population.
The just-formed government-owned company set out to connect Aruba with the rest of the world and to provide the best possible Telecommunication Service to residents.
With rapid global advent of technology, SETAR installed its first digital telephone exchange and a satellite ground station in 1989. That investment allowed Aruba direct communication via satellite with the rest of the world. A local digital switching exchange was installed between 1990 and 1991 and the second ground station was build in 1993, all in support of satellite communications and the mobile phone network, relying on the newest technologies of that year.
The local telecommunication infrastructure has continued to grow ever since, maturing into a very sophisticated network, which consists of 5ESS digital exchanges. The capacity of those digital exchanges can easily be expanded, modularly, allowing the support of a wide variety of advanced telecommunication services. The exchanges are interconnected by means of fiber optic.
In 1995 the first ISDN communication line was established between Curacao and Aruba and in November of that same year another breakthrough, the first Internet Service was introduced in Aruba under the SETARNET commercial name.
In 1996 SETAR’s local switching network became fully digitalized and the company underwent yet another technical update. In 1998 Aruba was linked via the Pan American Submarine Cable with St. Croix and the rest of the world. A special fiber optic cable named Alonso de Ojeda enabled the connection with Curacao thanks to the emerging, new, fiber optic technology.
In 1999, yet another landmark as SETAR started offering ISDN lines to businesses on island. The availability of ISDN opened the possibility to open Direct Inward Dialing.
The millennium was marked by intense preparation. As the year 2000 flew by SETAR verified that Aruba is up to date with the latest equipment, also making the connection with the Americas ll Cable a fiber optic submarine communication cable which extends among the USA, the Caribbean Island and parts of Central & South America. That year SETAR introduced new services such as Frame Relay and Prepaid Mobile Services.
In 2001 SETAR started offering GSM technology in addition SMS services.
In 2002 SETAR launched the International Roaming phenomenon that enabled customers of the mobile network to remain connected when traveling, also allowing visitors to stay in touch with their overseas interests while vacationing in Aruba.
A total revolution took place in 2003, and the company’s focus on customers intensified, when SETAR became an incorporated company with the local government as shareholder. When operating as a private-sector business-venture innovation in technology products and services, became even more important.
That year, the company also adopted a new philosophy that of One-Stop Shopping, under which all teleshop outlets were designed to handle all services, under one roof.
The move required a re-organization and more automation of internal systems. While stretching the company’s vision and resources, the move made consumers happy, improving access and availability.
Currently, customers have access to all types of services at any SETAR Teleshop in addition to convenient online access to their accounts.
The much-anticipated launch of DSL, Digital Subscriber Line Service allowed customers simultaneous voice and high speed data services, 24-hours a day, using just one single telephone line.
Meanwhile, the company’s building at Irausquinplein in Oranjestad slated for renovations was face-lifted and re-opened in 2003, sporting the company’s new trendy look and image.
That year also delivered considerable change from a customer’s point of view as all local telephone numbers expanded from six to seven digits.
More changes necessitated a logo update. The new SETAR image was designed and launched to mark the new beginnings of the modern all-service-provider.
E-Cuenta was offered for the first time in 2004, as SETAR customers could view their bill online. That same year SETAR launched GPRS, successfully presenting the public with a fun campaign nicknamed Waw! The lively introduction called for Style, Express, Enjoy, marketing access to internet, SMS, MMS, e-mail and download of images and games, through mobile phones. The Waw! service, which allowed customers to take photos and to send and receive pictures, it also gave them the extra option of publishing pictures in an electronic album in a dedicated blog under Waw! Blogging. This technological breakthrough became an instant success and started a trend whereby everyone wanted to have a Waw! Phone.
The age of WI-FI arrived here in 2004, when SETAR presented Wi-Fi internet services allowing visitors and locals easy access to the Internet while enjoying themselves on the beach or at any other location on the island.
SETAR renovates yet another outlet when the old building at Hendrikstraat was face-lifted and re-opened as a very modern and contemporary facility, upgrading that entire commercial area in the heart of Oranjestad.
In 2004 Telearuba was purchased. As a result of that purchase Telearuba, the island’s channel 13, was totally renovated and its equipment digitalized. The station’s broadcast re-launched with a new look and logo in March of 2005.
Telearuba then went on to produce, in conjunction with SETAR, the First Sparkling Tour event, Aruba’s own version of “Who’s got talent?” which became a national success.
In February 2005 SETAR finalized the purchase of Cable TV Aruba. In doing so SETAR acquired new technological possibilities for voice, video’s, broadband and mobile communications.
In 2005, with focus on better customer service, SETAR opened a repair center for mobile phones. For the elderly SETAR introduced the 60 plus advantage packages that offered the island’s senior citizens discounts and special prices.
In 2006 SETAR introduced the BlackBerry to its customers and began offering video conferencing services. Other highlights during 2006 were the upgrade of Wi-Fi service and the doubling of DSL service speed.
Services launched in 2007 included newer CDMA/EVDO network for roaming and other 3G services and Softfone services (VOIP). In 2008 SETAR introduced Fiber to the Home. This allowed all housing projects and homes under construction all-service installations, including phone, cable, Internet in just one connection.
In 2010 SETAR introduced the Android phones in Aruba, thus bringing the latest technology to the island where the customer can make use of a great variety of platforms and applications. Other 2010 highlights included: SETAR’s First Gaming Event targeting youth, two SETAR scholarships in cooperation with the Aruba Scholarship Foundation, and the introduction of a very innovative and cost efficient Hybrid Blackberry Phone Plan, awarding customers more cost control over their telecom usage. SETAR organized it’s first SETAR First Gaming Event, for gamers, participated with a student discount card, and went in a Joint venture with 24ora.com content for Community Channel 49 (community news).
In 2011 while celebrating it’s 25th year of existence, SETAR upgraded the speed of internet, offered Video on Demand for cable subscribers, introduces 4G (HSPA+), and a new digital television guide (Passpoort Guide) which enables customers to access more information about programming of the different channels.
SETAR will continue to excel during the decades to come in its endeavors to provide world-class quality service, in order to support Aruba with the latest developments in telecommunications technology.
Milestones in Communication
| 1700-1799 | Communication on the island is carried out primarily by mail delivery. |
| 1910 | Aruba obtains the telegraph |
| 1911 | The first telegraphic message is received |
| 1933 |
Aruba’s first telephone is installed |
| 1978-1983 | New local cabling network is installed, replacing electromechanical switches. |
| 1986 | "Servicio di Telecomunicacion di Aruba" or SETAR is established by the Aruban Government. |
| 1988 | First Ground Station for Satellite Communications installed |
| 1989 | SETAR installed its first digital exchange. |
| 1990-1991 | Local digital switching network is introduced. |
| 1993 | Second Ground Station for Satellite Communications Cellular Network is installed. |
| 1995 |
First ISDN line communication established between Aruba and The Netherlands; Internet services introduced in Aruba as Setarnet. |
| 1996 | SETAR's local switching network becomes fully digitalized. |
| 1998 | Pan American cable and Alonso de Ojeda introduced. |
| 1999 |
ISDN services introduced. |
| 2000 |
Americas II cable introduced. Introduction of Frame Relay Services. Introduction of Prepaid Mobile Services. |
| 2001 |
GSM and SMS Services introduced. |
| 2002 | SETAR launches International Roaming. |
| 2003 | SETAR introduces Mboxx, download ringtones, logos, background images and news from the website to mobile phone. SETAR launches the DSL Digital Subscriber Line, allows simultaneous voice and high speed data services such as superfast Internet access 24 hours a day. Re-opening of Teleshop Irausquinplein. SETAR introduces roll-over minutes. Telephone numbers are changed from 6 digits to 7 digits. Presentation of the new image of SETAR, introducing the new logo of Setar NV. |
| 2004 | SETAR introduces e-Cuenta allowing clients to view their account on-line SETAR launches Waw!: Style. Xpress. Enjoy, allowing access to the Internet, SMS and MMS messaging, email and downloading of ringtones, images and games. SETAR launches Wi-Fi Internet access Re-opening of Hendrikstraat building. SETAR introduces Waw TV. SETAR acquires Telearuba. |
| 2005 |
SETAR acquires Cable TV opening new avenues for Voice, Video, Broadband and Mobile |
| 2006 |
SETAR and Meta Corporation Cinemas introduces Wap Site |
| 2007 |
Introduccion of Crush |
| 2008 |
5th anniversary of SETAR NV |
| 2009 | SETAR is the official Sponsor of Aruba’s Carnaval 55 |
| 2010 |
Android phones introduced in Aruba |
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SETAR First Gaming Event |
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Student card |
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Initiated 2 SETAR scholarships with Aruba Scholarship Foundation |
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Introduced Hybrid Blackberry Phone Plan |
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Joint venture with 24ora.com content for Community Channel 49 |
| 2011 |
Internet speed upgrade |
| SETAR Cable Services awor cu opcion di Video On Demand | |
| Introduces 4G infrastructure | |
| SETAR introduces new Digital TV GUIDE: Passpoort Guide | |
| New Channel Line up for Digital Cable Services |
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