Zain has always been a leading mobile telecommunications
company in the Middle East and North Africa. In 1983, Mobile Telecommunications Company (MTC) started operating in
Kuwait. MTC was the old brand name for Zain. MTC
was the first mobile operator in the region. In 2003, the company decided to
begin applying its expansion strategy. MTC began to grow rapidly in both the
Middle East and Africa. It was done through the acquisition of several mobile
operators across the region (“Overview,” 2017).
changed its name to Zain. It was due to the company deciding to rebrand. They
believed that by changing the name of the company to Zain, this will help to better
reflect the growing status of the whole organization as a leading
multi-national mobile service provider with global aspirations and dreams.
Thus, the name Zain was adopted as the Group’s corporate master brand
of 2008, Zain became the fourth largest mobile operator in the world in terms of geographical
presence. Continuing with that same year, It began operating in 15 African
countries and seven in the Middle East. In the following year, March 2009, Zain
continued to grow and develop by getting involved into a 50/50 partnership with
Al Ajial Investment Fund Holding. This journey lead Zain o obtain a 31% stake
in Inwi, the third mobile telecom operator in Morocco (“Overview,”
made a tactical decision in 2010. The company decided to focus and
concentrate on its highly cash generative Middle East and North Africa
operations. It managed to do that by investing in new growth opportunities in
these markets. This huge decision led to the sale of 100% of Zain Africa BV (‘Zain Africa’) to Bharti Airtel Limited. The deal was made in June 2010
for the total consideration of USD 10.7 billion on an enterprise value basis.
The consequence of this decision was the acquiring of Zain in 15 different
countries in Africa by Bharti Airtel. The news of this event represented a
bittersweet moment in Zain’s history. Zain was proud of what the company
achieved in Africa but felt overwhelmed by the success and value Bharti Airtel
identified in the operations on the continent (“Overview,” 2017).
With a massive
commercial footprint in 8 countries in the region, Zain managed to re-defined
itself as a leading mobile and data services operator in the Middle East and
North Africa after having exited Africa. As of today, the company operates as
Zain in Kuwait, Bahrain, Iraq, Jordan, Saudi Arabia, Sudan, South Sudan; and in
Lebanon as touch (under a management contract). In Morocco, Zain has a
15.5% stake in ‘INWI,’ through a joint venture. Over 7,000 employees provide a
comprehensive range of market-leading mobile voice and data services to a base
of over 45.2 million active customers as of June 30, 2017, (“Overview,”
3. Corporate Business
Zain’s business strategy
is based on six transformational initiatives: Customer Experience, Operational
Effectiveness, Value Management, B2B, Digital
Frontier and Innovation, and Talent Development (“Overview,” 2017).
Zain’s vision is centered
on building a sustainable and innovative digital communications company. By
doing that, Zain will manage to serve its consumers and enterprises with a rich
and simple mobile experience. Also, Zain aims to be the leading provider of
innovation and digital lifestyle communications by providing the best and
simplest experience for its customers. The company is absolutely passionate
about customer experience, operational effectiveness, business growth and the
development of its people as well as human development everywhere (“Our
• Enhance and add to
its customer lives by offering innovative telecommunication services (“Our
• Develop strong
relationships with customers by providing a greater customer experience
(“Our Brand,” 2017).
• Offer businesses
products and services that enable them to operate more effectively and cost
efficiently (“Our Brand,” 2017).
• Make a positive
difference to the local community by promoting a knowledge based society and
participating in community development programs (“Our Brand,” 2017).
The company’s main
goal is to enable more effective communication methods with all its
stakeholders, and to provide conclusive and informative reports to become more
transparent (“Our Brand,” 2017). Based on my interview with Nasallah,
Zain’s goal is to provide the best customer service and to exceed customers
expectations in the market.
• To be Transparent
(“Our Brand,” 2017).
• Disclosures of
informations (“Our Brand,” 2017).
Zain believes that it
is fundamental for the company to be transparent and to disclosures it
informations. It is the way Zain does business, trying hard at all times to
ensure that investors, customers, employees, suppliers and all parties with
whom it conducts business can rely on the company to operate in a responsible
and ethical manner (“Our Brand,” 2017).