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.
The Middle Eastern telecommunications sector is continually experiencing profound disruption, driven by digitalisation, evolving consumer expectations, agile operations, and digital-only mobile providers. These competitors operate with digital-first models, positioning themselves as lifestyle and service providers rather than merely connectivity suppliers. This shift challenges established players like Zain to redefine their value propositions and stay relevant in an increasingly competitive market.
Additionally, the rapid adoption of new technologies such as 5G, IoT, and AI is transforming customer experiences and expectations, requiring a robust digital ecosystem capable of supporting advanced services. Traditional telecom providers face mounting pressure to modernise their infrastructure, streamline operations, and deliver seamless omnichannel experiences.
Key challenges included:
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.
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.
Funded by Huawei, Zain embarked on an ambitious transformation journey to align with digital trends and reimagine its future role in the market. Deloitte was engaged to lead this initiative, assembling a globally sourced team of experts to design and execute a comprehensive strategy.
As Transformation Lead, Adeeb Khan, introduced by Huawei and Deloitte, orchestrated a team of 25 consultants from Deloitte, BCG, and independent industry experts. The approach combined strategic foresight with operational insights to architect a holistic transformation roadmap, aligning with Zain’s strategic priorities.
A phased transformation strategy was executed to address both the existing and future state of the company, aligning Zain’s operational and strategic capabilities with evolving market demands.
The approach solidified Zain’s value proposition, modernised critical processes through operational efficiency improvements, and established robust data governance frameworks. Simultaneously, digital channels were holistically enhanced to elevate customer satisfaction and engagement, ultimately strengthening brand loyalty and positioning for sustained growth.
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.
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.
Conducted an in-depth review of customer-critical processes, including biometric SIM verification, account setup, and billing. Identified maturity gaps and introduced targeted improvements, streamlining operations and elevating the customer journey.
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.
Established a TM Forum-aligned data governance framework, standardising KPIs, data definitions, and data models across departments. Enabling consistent data interpretation, improved quality controls, and generated insights to support data-driven decision-making.
Achieved a 265% increase in customer engagement through targeted initiatives across digital, in-store, and support channels, demonstrating immediate value and maturing internal competencies in customer management.
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.
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.
Strategic, leadership and technical competencies applied to this engagement.
Platforms, systems, and technologies involved.
This engagement was pivotal in initiating Zain’s long-term digital transformation journey, structured around two complementary streams:
By bridging the gap between present capabilities and future aspirations, the programme delivered a scalable foundation for innovation and growth. It enhanced customer engagement, improved conversion rates, and empowered internal capabilities, positioning Zain as a forward-thinking, digitally enabled telecom provider.
