SETAR History

SETAR logo, 1986-2003
SETAR logo. 2003-2016
SETAR renewed branding 2015

The history of SETAR dates back to 1986 when Aruba acquired its Status Aparte in the Dutch Kingdom. Servicio di Telecomunicacion di Aruba (SETAR) was established by merging the formerly called “Landsradio” and “Telefoondienst” (telegraph & telephone services of the Netherlands Antilles.

Before 1986 the telegraph and international telephone services were provided by the company that was owned by the Government of the Netherlands Antilles, headquartered in Curacao, the largest island of the Netherlands Antilles where all the political decisions were made at that time. The “Landsradio” provided the telegraph service and the “Telefoondienst” provided local calls.

SETAR owned by the Aruban Government and operating as a separate entity became the primary phone company on the island of Aruba. SETAR maintained a monopoly on telecom services until privatization of the company in 2003. The government of Aruba remained with an ownership of 100% of its shares.

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 built 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 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 fiber optic cable named Alonso de Ojeda enabled the connection with Curacao thanks to the emerging fiber optic technology.

In 1999, yet another landmark as SETAR started offering ISDN lines to businesses on island.

The millennium was marked by intense preparation. As the year 2000 flew by SETAR made the connection with the Americas ll Cable, a fiber optic submarine communication cable that extends among the USA, the Caribbean Island and parts of 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 to SMS services.

In 2002, SETAR launched International Roaming 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.

In 2003, 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 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 Irausquin Plein in Oranjestad, slated for renovations, was face-lifted and re-opened in 2003, sporting the company’s new trendy look and image and new Logo.

That year also delivered considerable change from a customer’s point of view as all local telephone numbers expanded from six to seven digits.

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 allowed customers to take photos, send and receive pictures, and 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 where 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 broadcast station 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, 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 service 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 CDMA/EVDO network for roaming and other 3G services and Softphone 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 could use 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 its SETAR First Gaming Event for youth gamers, who 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 its 25th year of existence, SETAR upgraded the speed of internet, offered Video on Demand for cable subscribers, introduced 4G (HSPA+), and a new digital television guide (Passport Guide) which enables customers to access more information about programming of the different channels. A new channel lineup was introduced for Digital Cable Services. SETAR sponsored the largest music festival of local Calypso music during the Carnival season.

In 2012, SETAR opened a state of the art “SETAR Store” with an innovative concept where the customer can touch, feel and try the products and services of SETAR. That year, SETAR also introduced a new Prepaid Plan for 4G and created a Facebook Page “I like SETAR” that reached a great majority of fans of the company.

In 2013, SETAR celebrated its 10th anniversary as a privatized company. For every month of the year, the company held numerous promotions and raffles for its customers and the community. The newest Blackberry devices where launched: the Z10 & Q10. SETAR hosted the CANTO Conference 2013. SETAR revamped its kiosk at the Queen Beatrice Airport and amplified the services for the visitors and tourists.

In the trend of the island’s vision of going “Green” SETAR became a main sponsor and partner of the Green Aruba Symposium where international speakers and delegates attended. SETAR organized together with the National Library of Aruba a “Green Education Symposium” in Aruba especially focused on information and workshops for local high school kids.

SETAR conducted a very successful competition of recycling art among all schools in Aruba with used prepaid phone cards where the winners received cash and material prizes for their school.

In 2014, SETAR introduced attractive roaming bundles and HBO on Demand. In this same year, SETAR became the sole official authorized re-seller of the Apple Company. SETAR introduced LTE technology on the island of Aruba. Upgraded the Digital TV guide of the Cable Services and hosted the LACNIC Conference 2014.

In 2015, SETAR introduced their first Carnival App, making it possible for the Carnavalists to have the latest program of all the Carnival activities on the Island of Aruba. Thinking forward, SETAR replaced their E-cuenta by MiSETAR, for online service. A much more expanded version for its customers.

As part of the philosophy of SETAR of staying connected and continuing to create connections, LTE MiFi devices and service was introduced as another option for prepaid or postpaid wireless connection.

SETAR Cable Services expanded its Channels with even more HD channels and a project started this year to convert most ADSL connections into Cablenet connections, right into the vision of SETAR for the future. SETAR is convinced that the future lies into the home network. More and more our customers will find it easier to connect with their various devices and on the highest speeds of internet possible. The Cablenet speed was upgraded to 100 Mb/s. SETAR will strive for its customers to be connected inside and outside of their residences.

A new logo and corporate identity was introduced in 2015.

In 2016, SETAR launched its new and modern website. SETAR introduced payment in MiSETAR via Arubabank and launched the Self-Service Kiosk. Setar also organized SETAR’s Tech Adventure for Kids.

In 2017, SETAR held the “Cover Your World Campaign” and introduced the Self-Service Kiosk at all Teleshops, making it easier and faster for its customers to pay their monthly bill. SETAR also launched the SETAR App facilitating more online options for its customers.

SETAR introduced the SETAR Mainstreet Wi-Fi in downtown Oranjestad and LTE Roaming. Local Radio Stations were made available on Cable TV and SETAR introduced TVEverywhere and ESPN Play. SETAR also introduced SETAR Complete, which offers fixed line, Cable TV and internet in one package at a fixed monthly fee.

SETAR implemented a new Agile/SCRUM way of working throughout the company.

In 2018, SETAR celebrated 15 years as SETAR N.V. SETAR as an innovative company continues to invest in its products and shops giving its clients the latest and a new modern experience. SETAR revamped the TeleKiosk at the Airport with a new modern design and the Self-Service Kiosk with Clarita  (Rapido, Rapido). Teleshop Irausquin Plein was reopened with a State-of-the-Art modern design that reflects the nature of our island and the symbol of SETAR as the National Telecommunication Company.

During 2018, SETAR focused on continuous speed upgrades and demonstration of 5G test set-up. SETAR also increased market penetration of SETAR’s Triple Play offering SETAR Complete for residential clients. In addition, SETAR launched new Datacenter Services for commercial clients, such as Co-location, Microsoft Office 365 and Backup as a Service.

In 2019, SETAR organized the first Youth Tech Event with different workshops and information sessions on Tech and gadgets with local and international speakers and an experience hall for local kids to participate.

SETAR introduced a special young student mobile package called Hybrid Start at a more affordable price and a special Triple Play offering for the island’s senior citizens called SETAR Complete 60+. Teleshop San Nicolas and Santa Cruz were reopened with a State-of-the-Art modern design.

SETAR launched the first Mobile Financial App for the island, named Pay.aw. With Pay.aw, you can pay by scanning a QR code at your favorite store, easily transfer money, and order directly from the app in the local currency. SETAR also launched new Datacenter Services, such as Hosted PBX, for commercial clients.

SETAR upgraded its network to 4.5G Pro, increased speed of all Internet packages, residential and business, and in December SETAR announced an end-to-end 5G deal with Nokia for a full network transformation to bring 5G to Aruba.

In 2020, SETAR introduced a Digital Teleshop and focused on our SETAR Online Store. SETAR also introduced a high value low cost mobile package for the 60+ market called Postpaid U 60+.

SETAR increased penetration of fiber and introduced IPTV managed in combination with Wi-Fi Mesh. A data increase has been implemented for Mobile and Wireless Broadband packages. New Datacenter Services were introduced for commercial clients, such as Infrastructure as a Service, Managed Workplaces and Time Attendance Registration.

When the pandemic of COVID-19 hit the island in 2020, SETAR focused on assisting various organizations to facilitate online accessibility. SETAR assisted the Central Bureau of Statistics for the roll out of a digital version of ‘Censo 2020’, including sponsorship of tablets. SETAR supported various institutions and schools with tablets for children in need to facilitate home schooling. SETAR also increased speed of the special ‘social packages’ for schools and organizations aimed at youth well-being.

SETAR developed the Aruba Health App together with the Public Health Department, DVG. This innovative solution focuses on tourists that visit our island and offers various information related to COVID-19, before their arrival, on the day of arrival and during their stay. SETAR also assisted DVG with solutions to register and manage people in quarantine and follow their developments closely.

In December, SETAR together with Avigilon and other partners delivered the ‘Video Surveillance System’ project to Aruba Airport Authority (AAA). This modern system offers more than 300 cameras inside and outside AAA for maximum visibility.

In 2021, SETAR launched its Online Store at www.setar.aw/store. The Online Store offers customers the opportunity to browse and see what devices and accessories are available, how much a device costs depending on your mobile plan, and the opportunity to buy a device online for a quick in-store pick up. The Online Store also offers prepaid customers the opportunity to buy different prepaid services, such as data bundles, prepaid credit and much more.

The Mobile Financial App Pay.aw becomes available for all banks and mobile numbers.

SETAR donates 800 tablets to high schools around the island with the aim to facilitate students without a device the opportunity to borrow a tablet at school.

SETAR offers a new service of Fortinet with its Fabric Network and Unified Threat Protection ideal for school and companies. In 2020 SETAR delivered the Fortinet project to Instituto Pedagogico Arubano and in 2021 to Colegio Arubano.

SETAR ICT Services becomes a reality. Respaldo is the first client completely hosted on different hosted services from SETAR in the form of a One-Stop-Shop with the latest in technology.

In 2022, SETAR upgrades its telephone central for mobile calls and its “Radio Access Network” to a more modern technology and infrastructure. SETAR announces Data increase for both Mobile and Wireless Broadband packages with the campaign ‘Mas, Hopi, Boshi Data’. SETAR also introduces new Roaming Bundles.

SETAR launches the Mi Contact Center Cloud Solution hosted in our Data Center. AZV is the first company to go live on this solution based on the technology of Mitel.

SETAR announces the installation of fiber at all high schools around the island to make the infrastructure and services provided by our schools more resilient for the future. The Fiber ‘Next Generation’ project offers special packages for our schools that are very economic and help contribute to the digitalization of our local schools. The next step will be to also migrate all primary schools on Fiber, starting with the schools of SKOA.

SETAR partners with Telefon pa Hubentud and Openbaar Lichaam Sint Eustatius to realize the helpline 918 for children and youth living in Sint Eustatius.

SETAR introduces the What’s On functionality on IPTV.

SETAR signs an agreement with KPA expanding its services of high intelligent cameras around the island with the project ‘Video Surveillance System’ for the beach area, covering the area from the Beach Police building to Fisherman’s Hut to monitor touristic and high risk areas.

SETAR announces the reopening of Teleshop Palm Beach with a completely new building with a State-of-the-Art modern design.

On February 1st, 2023, SETAR celebrated 20 years of being operational as an N.V.

SETAR continues to work with KPA on a secure monitoring network around the island, including now the routes of Carnival. SETAR is also part of the project to build a Monitoring Station for KPA in Savaneta, that will function as a center of surveillance for all the cameras installed around the island.

SETAR signs a contract with St. Regis Hotel Aruba to install the first Fiber to the Room (FTTR) solution on the island, offering a high quality Fiber network.

SETAR announces its partnership to found the Cybersecurity Center of Excellence (CCoE), offering collaboration and services on the topic of Cybersecurity on Aruba and in the region, as an important step to protect our digital assets.

SETAR introduces a new channel line-up with 6 new channels on Cable: DreamWorks, SYFY, Sony Movies, CNBC, A3Series and A3Cine, offering more entertainment on Digital Cable, SETAR Complete and IPTV.

SETAR introduces its services in a new concept named ‘Pick & Choose’ with the slogan ‘Freedom to Choose’, offering clients the possibility to choose one, two or three services. SETAR also introduces a new Internet plan with speeds of 1 Gigabit per second.

In 2023, SETAR started installing Fiber in the area of Savaneta to San Nicolas with the aim to bring Fiber to the homes in the area. SETAR signs an agreement with the Minister of Education and Dienst Publieke Scholen (DPS) to onboard all schools of DPS on Fiber. The Fiber ‘Next Generation’ project has already onboarded more than 50 schools around the island.

SETAR signs a partnership with Chadwick Tromp, MLB Baseball Player of Atlanta, reinforcing the importance and development of sports on the island.

SETAR signs an agreement with the Minister of Health and AZV with regards to the innovation and digitalization of the health sector on Aruba by developing the Aruba Health App to the next level in technology.

In 2023, SETAR focused on facilitating self-service options for our prepaid clients. SETAR’s Contact Center introduces Interactive Voice Response (IVR) for 136, guiding clients to recharge or buy a bundle in their preferred language. SETAR also introduces its WhatsApp Self-Service to facilitate clients with account information, prepaid recharge and purchase of data and roaming bundles.

SETAR announces new functionalities on its SETAR App, including invoice information and the option to manage multiple phone numbers via its Multi-Device Feature.

SETAR introduces the digitalization of the business quotation flow with digital signatures. Corporate clients are now able to receive quotations automatically via email with the option of digital signature. Same as our Teleshops that have been paperless since a couple of years, we now provide this option for businesses.

In December, SETAR announces the opening of its Conexion Center at Seroe Blanco with a new concept and modern design, focusing on our clients with small and medium-sized businesses. This new concept creates a space where clients and representatives of SETAR can exchange ideas and advice in a casual or formal setting and also promotes collaboration and exchange between colleagues.