In an exclusive interview with Telecom Review at the 18th edition of the Telecom Review Leaders’ Summit, Zakaria Chouaib, Managing Director, MEA, PMP Strategy, discussed how telecom companies in the diverse Middle East and Africa (MEA) region can successfully balance innovation with a customer-centric approach.
Focusing on the importance of partnerships and collaborations, Chouaib explored how these elements are driving industry progress. Additionally, he discussed the transformative potential of combining 5G and AI in reshaping the telecom landscape, providing a forward-looking perspective on the future of connectivity in MEA over the next three-to-five years.
In a region as diverse as MEA, how do telecom companies ensure they remain customer-focused while deploying large-scale technological innovations?
In today’s rapidly evolving telecom landscape, large-scale innovations and emerging technologies are fundamentally reshaping the future of telecom operators. At PMP Strategy, we have engaged in several complex, transformative projects, and through these experiences, we have identified a few critical success factors.
Firstly, customer centricity, or perhaps more aptly, customer obsession, is paramount. A successful transformation must always keep the customer at the forefront of the journey. Understanding and addressing their evolving needs ensures long-term satisfaction and loyalty, making it an indispensable component of any project.
Secondly, leveraging real-time data analytics and AI is essential. These tools enable operators to offer customized, hyper-personalized solutions tailored to individual users. By utilizing advanced technologies, we can deliver more relevant products and services that truly meet the needs of the end users.
The third factor is the region’s diversity, both in terms of economies and geographies. A localized approach is crucial, but it must also be scalable; there isn’t a one-size-fits-all solution. While addressing local contexts, it is vital to maintain a broader regional perspective to unlock greater opportunities.
Lastly, strong partnerships—both within the telecom sector and beyond—are foundational. Collaboration with operators, governments, startups, tech companies, and other stakeholders fosters innovation and creates a robust ecosystem. This collaborative approach not only enhances the end-user experience but also contributes to the broader economic development of the region.
In this way, telecom operators can drive meaningful value not only for their customers but for the wider economies they serve.
Taking into account your role at PMP Strategy, how important are regional partnerships and collaborations in driving industry progress?
In the Middle East and Africa region, collaboration and partnerships are not just important; they are essential. Effective collaboration transcends local or national boundaries, embracing cross-sector and cross-border engagement. We have observed numerous successful projects across the region, and a consistent trait among them is the foundation of collaboration based on a win-win approach.
Operators have worked hand-in-hand with the wider ecosystem—startups, governments, tech companies, and even competitors—to build ecosystems that deliver meaningful and value-driven outcomes. This collective effort fosters innovation, addresses regional challenges, and creates sustainable growth for all stakeholders involved.
For me, the future lies in creating value together, rather than extracting value from one another. By fostering genuine partnerships, the region has the opportunity to generate far more impactful outcomes, benefiting both individual players and the broader community. Through collaboration and shared efforts, we can unlock new opportunities and drive significant positive change across the Middle East and Africa.
Looking ahead, how do you foresee the combination of 5G and AI reshaping the telecom landscape in the Middle East and Africa over the next three-to-five years?
Indeed, the future of the Middle East and Africa is incredibly promising, driven by the transformative impact of new technologies like 5G, 5.5G, and AI. We’ve already witnessed remarkable achievements across various sectors—industry, logistics, manufacturing, and healthcare—demonstrating the immense potential of these advancements. The integration of AI-driven use cases with 5G has led to substantial efficiency gains, with many players experiencing significant improvements in performance and outcomes.
On the consumer side, the impact is equally substantial but there’s a tremendous opportunity for further growth in the next three-to-five years. By leveraging hyper-personalization through AI, we can enhance the customer experience beyond connectivity. With 5G providing the throughput and connectivity, AI enables us to deliver truly customized, relevant experiences to each user. This combination will transform how services are delivered, creating more meaningful interactions and tailored solutions for individuals.
Overall, the next few years are poised for innovation and progress in the region, with the convergence of 5G, 5.5G, and advanced AI use cases setting the stage for a brighter, more connected future in both Africa and the Middle East.
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