Zain, a major mobile operator in the Middle East, said that reviewing and updating its business and marketing operations was necessary in order to enhance the company’s new approach to operational strategy and growth plans.

During the Zain Group strategy meeting that took place on the sidelines of the Mobile World Congress (MWC) in Barcelona, CEO Nabeel Bin Salamah said: “We are preparing to implement a range of developmental projects at all our operations through a series of initiatives and innovative services that will add value to our customer base at this vital time.” He added: “Our new developmental projects will achieve high levels of efficiency, allowing the group to provide flexible communication services in line with the best global standards.” Bin Salamah also noted that the group’s goal now is to make the best use of future growth opportunities, as well as to develop its business in key markets.

The Zain Group strategy meeting gathered a large number of group and operations executives and decision-makers from across the region, all of whom were keen to exchange ideas, plans and experiences with respect to Group and operational activities. The executives also discussed ways to address common challenges in light of the intense competition in the telecommunications industry.

Bin Salamah said: “This meeting is of great significance at this point in time because it is in line with the Group’s readiness to implement its new operational strategy. As we approach new inflection points in this continually evolving and dynamic industry, there is a higher demand from our customer base, of over 40.2 million, for us to maintain our levels of excellence and innovation in our products and services.”