Zain

Middle Eastern Transformation

Telecommunications Transformation Lead

Led a $10.5 million Digital Transformation Consulting Programme for a leading Middle Eastern telecommunications provider, reporting directly to CxOs to formalise strategies addressing current and emerging commercial opportunities.

Telecommunications

Challenge

The Middle Eastern telecommunications sector was undergoing profound disruption, driven by digitalisation and the rise of agile, digital-only mobile providers like Jawwy by STC. These competitors leveraged digital-first models, positioning themselves as lifestyle and service providers, not just connectivity suppliers. For established players like Zain, this transformation presented both an urgency and an opportunity to reimagine their value proposition beyond core connectivity.

Funded by Huawei, this ambitious transformation journey set out to define Zain’s future role in the market, aligning with digital trends and reshaping its offerings to stay competitive. Deloitte led the engagement with a globally sourced team of experts to design a comprehensive strategy that would guide Zain toward a digital-centric business model. Key challenges included:

Transition from Connectivity to Digital Services
The traditional telecom model, focused on network connectivity, was losing its distinctiveness as customers gravitated towards providers with broader digital service offerings. Zain needed to evolve into a digital-first entity, providing lifestyle and value-added services that extended beyond connectivity to enhance customer experience.
Competing with Digital-Only Entrants.
Free from legacy constraints, digital-native providers were swift to adopt customer-centric, data-driven models that resonated with tech-savvy consumers. For Zain, meeting this competition required an agile approach, seamless digital channels, and a customer-centric culture that could match the responsiveness of digital-only players.
Building a Digital Transformation Roadmap
To future-proof the organisation, Zain required a transformation strategy that mapped out both the current state (AS-IS) and the desired state (TO-BE). The roadmap needed to balance immediate operational improvements with a long-term digital vision, enabling phased, sustainable growth.
Developing Internal Capabilities
A successful transformation required not only external expertise but also the empowerment of Zain’s internal teams. Building capabilities across digital delivery, customer experience, and data management was essential to sustain and scale transformation efforts.

Response

As Transformation Lead, Adeeb Khan, introduced by Huawei and Deloitte, orchestrated a team of 25 consultants from Deloitte, BCG, and industry experts to architect a holistic transformation strategy aligned with Zain’s strategic priorities. The approach combined strategic foresight with operational insights to create a robust foundation for growth, leveraging a phased roadmap that incorporated both immediate impact and sustainable change.

Transformation & Value Creation

A phased transformation strategy was implemented, encompassing strategic consulting, operational efficiency, data governance, and customer engagement.

Strategic Consulting
Partnered with experts from Deloitte, BCG, and independent consultants to deliver a comprehensive strategic plan. Conducted an extensive audit of capabilities across Connectivity, Digital Services, Customer Service, and Technology, addressing immediate needs while defining a visionary future state to establish Zain’s growth trajectory.
Phased Transformation Roadmap
Led 30, 60, and 90-day PoC initiatives to validate strategic assumptions, engage CxOs, and secure stakeholder buy-in. Established feedback loops with leadership to ensure alignment and validate demand for more substantial transformations.
Timeboxed Proof of Concepts
Spearheaded 30, 60, and 90-day timeboxed proof of concept (PoC) initiatives to validate strategic hypotheses. Implemented feedback loops to engage CxOs, validate demand, and secure buy-in for larger transformations.
Operational Process Review & Maturity Enhancements
Conducted an in-depth review of customer-critical processes, including biometric SIM verification, account setup, and billing. Identified maturity gaps and implemented process improvements that streamlined operations and enhanced the customer journey’s security and efficiency.
Connectivity & Value-Add Bundles Strategy
Assessed current connectivity offerings and identified opportunities for innovative value-add bundles, including data, entertainment, and loyalty packages. Developed recommendations that differentiated Zain’s offerings, improving customer offerings and market positioning.
Data Governance and KPI Alignment
Established a TM Forum-aligned data governance framework, standardising KPIs, data definitions, and quality controls across departments. Enabled data-driven decision-making, supporting actionable insights and sustainable growth initiatives.
Enhanced Customer Engagement
Achieved a 265% increase in customer engagement through targeted initiatives across digital, in-store, and support channels, demonstrating immediate value and fostering internal competencies in customer management.
Conversion Rate Optimisation
Increased digital channel conversion rates by 30% through enhanced customer experiences, A/B testing, and tailored journeys, establishing a validated case for continued investment in digital capabilities.
Internal Capability Building
Delivered comprehensive training and mentorship to upskill over 50 employees in digital service delivery, CX optimisation, and data governance, ensuring Zain’s long-term capability to sustain transformation efforts independently.

Conclusion

This transformative engagement positioned Zain to lead digital innovation within the Middle Eastern telecommunications market. By aligning strategic consulting with operational improvements and robust data governance, the programme created a scalable foundation for Zain’s growth and digital leadership. Enhanced customer engagement, increased conversion rates, and empowered internal capabilities established Zain as a forward-thinking, digitally enabled provider equipped to compete with agility in a rapidly evolving market.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
    • Data Architecture
    • Data Governance
    • Data Lifecycle Management
    • Data Modelling
  • Experience Design
    • A/B Testing
    • Feedback Loops
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • Usability Testing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Change Management
    • Continuous Improvement
    • Digital & Collaboration Tools
    • Operating Models
    • Operational Performance & Reporting
    • Profit & Loss (P&L)
    • Resource & Capacity Planning
    • Service Delivery & Performance Management
  • Strategy & Product Management
    • Competitive Analysis
    • Digital Transformation
    • Go-To-Market Strategy
    • Innovation
    • OKRs & KPIs
    • Performance Measurement & Analytics
    • Portfolio Management
    • Portfolio Strategy
    • Pricing Strategy
    • Risk Management & Mitigation
    • Strategic Partnerships & Alliances
    • Strategic Planning
    • Strategic Roadmap
    • Value Proposition Design
  • Technology
    • Cloud Infrastructure & Platforms
    • Data Engineering & Big Data Platforms
    • Front-End Frameworks
    • Responsive & Adaptive Design
    • Systems Integration
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Microsoft 365
  • Microsoft Excel
  • Microsoft PowerBI
  • Microsoft PowerPoint
  • Microsoft SharePoint
  • Microsoft Teams
  • Websites & Content Management Systems