After Ukraine gained independence, large Western-based corporations began to appear on the country's horizon to launch their brands, open representative offices and sometimes set up production facilities. Ukraine had opened its doors to the West. At the same time, the country was receiving serious if less publicized business proposals from the south, namely Turkey.
As a member of NATO, Turkey had long played an important international role in defense, but economically the country remained on the sidelines until around 20 years ago. Ahmet Tanyu, CEO of Astelit mobile communications company, which offers the life:) brand in Ukraine, recalls: "During the 80s especially, the (Turkish) government's policy was to promote international trade, and it was the right decision for that time ... Can you imagine? When I decided to work in that service, Turkish exports totaled only 2 billion dollars. In 10 years time, Turkey reached around 30 billion dollars in export ... This was the right strategy to acquaint Turkey with international markets."
Astelit is controlled by the Turkish telecommunications company Turkcell, which Tanyu began to work for in 2001. "I have worked only for two companies in my business life," he says, "actually, high tech and telecom was one of my hobbies. And they're still my hobbies. That's why I thought the telecom sector would be more challenging in the new millenium."
Now 48 years old, the native of Istanbul was educated as an industrial engineer. But almost immediately after university, he started working in commerce, spending 17 years at the international business department of the conglomerate Koc Holding. The Turkish group of companies does everything from automotive and household appliances to banking and retail.
Tanyu worked mainly in the Middle East, North Africa and Eastern Europe. "I was in charge for the representative offices and companies that we established in that area." He got involved in the Soviet Union as a result of bilateral agreements signed between Turkey and the USSR. Tanyu's company and some others were given trading privileges. With the arrival of perestroyka, they began to invest.
"I have been travelling in this area since 1984." When Soviet republics turned into sovereign nations, his itinerary expanded. In the eighties, "everything was centralized," Tanyu explains, "it was easy for us actually. We used to go to Moscow, and we were doing business in Moscow. And that's it. After that, during perestroyka, everything decentralized. Of course, the new opportunity areas appeared. But you had to use more resources. In the past we had the chance to manage our business through one office. But then later we said we have to open 11 new offices."
Turkcell currently has investments in five former Soviet Republics: Kazakstan, Azerbaijan, Moldova, Ukraine and Georgia. Tbilisi was Tanyu's last posting before coming to Kyiv in May 2004. In both countries, he got to witness political and social upheaval first hand. "Watching the Orange Revolution, really being a mediterranean guy, I was surprised by the civilized manner of the people in this country. I just congratulate them, all the parties, not only one side. Both sides. I had a chance to see the one in Georgia too, but it was different and shorter."
Unlike many newcomers to the former Soviet Union, Tanyu has had the opportunity to see the changes developing for decades. Most of them, in his view, have been "in a positive manner, but they need time. The mentality change is sustained by generations and brings success to the country... For investors like us we have to be patient ... but for us the important thing is their (Ukrainians') commitment."
In the mean time, Turkish companies like Turkcell are committed to forging ahead, seeking their place on the world market along with Western and CIS firms. Besides geographical proximaty, one advantage they may enjoy is cultural: much of the former Soviet Union is populated with ethnic Turkic people, who comprise a bridge from Western China to the Bosphorus. "In the Soviet times, the main bridges were Austria and Finland," recalls Tanyu. These were the countries where East-West deals - and not just business ones, were cut.
In a market that is as international and fast paced as it is competitive, businessmen from the south have not been sitting on their hands. "We believe in the future of Ukraine and also the willingness and commitment of the authorities here in encouraging us," says Tanyu. During a trip to Brussels, the Istanbul businessman said he "invited all foreigners except mobile operators - there's more than enough already" - to invest in Ukraine. "The rest, I can just only encourage them not to lose time, otherwise if they follow the ordinary or usual pattern and wait for the country to reach a certain progress, then it might be a little late for them to enter the market."
Tanyu should know. He has spent most of his career handling start-ups, and many of these in the former Soviet Union. In the way of advice, he offers four rules of thumb: Find the most reliable business partner in that country; before investing, start friendly relations with all possible business partners; know the business environment through and through; and work with already established local consultants.
Then, of course, there is the hard work: "Since I came here, I couldn't spare enough time for my own usage. We worked day and night, including weekends, you know, to achieve this result. Now, whenever I find a chance, I go to Istanbul to my family. When I have a chance in Ukraine, in Kyiv or in other oblasts, I go right away to the outskirts of the city. Outside of the town. I spend my days there having fresh air and watching the beautiful environment."
Such is the life of the guy responsible for getting companies on their feet. "Unfortunately," Tanyu doesn't get a chance to stay longer in the firms he launches. He never gets too comfortable in an office. "I am already fed up establishing start ups," he say philosophically, "but this is the part of the business that I know. I don't know how to do business in Turkey... I hope one day I will manage a much more mature and incumbant company."
In the meantime, like everyone, he has his source of recreation: "All sorts of activities at and on the sea. My hobby is the sea." Back in Istanbul he can be found while fishing or just eating the fruits of the sea.
Like Ukraine, Turkey has changed a lot in the past twenty years. Tanyu, for example, doesn't come from a family of merchants. "We didn't have any trader people," he declares. His father was a doctor and his mother a biology teacher. In this sense, he's probably not so different from some of the post-Soviet men who have risen to launch Ukrainian companies.
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