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:
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.
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.
