The Reinvention of Telco: From Connectivity to Technology

Throughout history our world has been essentially doing one thing, and that is continuously moving forward and evolving. Stepping back and observing that driving force that pushes progress, despite setbacks, is both sobering and revelational. And even though human beings are capable of destruction, they end up building more than they destroy, and progress inevitably happens despite everything.

In recent times, the pace of change has been moving much faster, starting with the invention of computing to the introduction of the internet to many of the new tech trends and sometimes, bubbles. These tech trends enabled a lot of “unlocks” across many industries and sectors. Information, ideas, capabilities and services have been more and more democratized, and all established models are now subject to disruption.

Now, the world is witnessing a tech driven revolution, and it is not just happening in obvious sectors like automotive or manufacturing but also seemingly stable industries like healthcare, pharmaceuticals, and agriculture: all are experiencing seismic shifts. However, one of the most profound transformations is unfolding right before our eyes in the telecommunications industry.

For decades, telcos have been the silent giants, the unsung heroes, consistently working to deliver these trends wherever we are. In fact, telcos have been the main backbone of all those trends finding their way to right in front of the customers’ eyes.

We have always been an essential.

Yet such a role doesn’t come without its challenges, the size and the scale of this business, by its nature, meant that we must serve everyone, and we must do so in a way that meets different needs.?

And while everything is subject to disruption, telcos need to understand that staying relevant will mean expanding the role we play and harnessing the opportunity of the proximity we enjoy with the customers.

This means that the vision of Telco’s transforming into Tech-Co’s is not only a matter of staying relevant and delivering more value to all stakeholders, but also a matter of taking the opportunity and choosing to re-invent ourselves for the future.??

In my view we must be able to overcome the traditional ways that made telcos successful in the past era. This does not mean we should abandon the DNA of robustness that is necessary for being a reliable service provider, it means that we need to learn new ways in addition to mastering the legacy ways, that would then differentiate us in the turbulent wider tech sector.

Our formula is about putting customers at the center of business operations, technology and service innovation.?We then aim at adding more relevant services to customers and businesses to make their lives richer.

Embracing a Solution Mindset

The first step in this transformation is to shift from a product-centric mindset to a solution-oriented one.

Customers no longer want a dial tone or uninterrupted internet access. Infrastructure is a necessary means to an end. Customers and businesses are looking for technology solutions, not product sets. They need well-integrated technology solutions that solve problems.?

At e& , we are evolving into a technology group, reimagining ourselves as value-driven partners who understand our customers' needs and offer tailored solutions beyond connectivity.

We've invested in building a robust portfolio of solutions, ranging from entertainment and fintech to enterprise management and micro-finance. We're not just connecting people; we're empowering them with tools that enrich their lives and businesses.?

In 2024, we saw significant growth across our digital services, with e& Egypt Cash active users increasing by 25% and Twist TV viewership soaring by 93%. We also expanded our offerings with a sports and e-learning platform now accessible through the MyEtisalat app. And this is just a snapshot of an ever changing scene.

About a decade ago, some of this might have sounded like a fanciful tale or wishful thinking. But given contemporary advances in data processing capabilities at scale, the maturity of Artificial Intelligence (AI) and Machine Learning (ML), and a greater focus on personalization, some of these investments have just started to pay off.

Harnessing the Power of AI

The way we are approaching AI and ML is to create shifts on some of the existing business objectives, that are already in the works. The need to serve the customer better and more intuitively can now be transformed from the “big data” and “advanced analytics” era to the era where AI can create a much more customer centric services. We are excited too, as we are rewiring our services pipeline to be AI powered whenever relevant.

AI is more than just a technology; it is a bridge that connects us to our customers on a deeper, and more intuitive level. By anticipating their needs and desires, even those unspoken, we can proactively offer solutions that truly resonate with them. This not only enhances customer satisfaction and loyalty but also fosters a sense of trust and partnership, solidifying our position as a value-driven technology leader.

Listening to Untold Needs

Our obsession to understand and serve our customers on a granular level has yielded significant dividends.

Our customers feel heard, understood, and valued, which translates into exceptional levels of satisfaction.

But the impact goes beyond sentiment; it is a catalyst for revenue growth. By constantly enhancing our offerings to match what our customers want and need, we've unlocked new revenue streams and cultivated customer advocacy.

The tangible proof of this approach's efficacy is reflected in our Q1 2024 results. Our key customer satisfaction metrics – CSAT (Customer Satisfaction), TRIM (Trouble Resolution Index Metric), and NPS (Net Promoter Score) – have all seen a marked increase, underscoring the direct correlation between our diversification and personalization efforts and positive outcomes. This not only validates our strategy but also reinforces our commitment to continuously refining and expanding our solutions to deliver even greater value to our customers and shareholders.

The Path to Lead

In an ever-changing digital landscape, e& is embracing a new identity, evolving from our roots in telecommunications to become a leading technology group.?We are committed to delivering innovative solutions that empower individuals and businesses, but more importantly being customer-focused and driving impact. This commitment to customer-centricity has earned e& the distinction of being named the strongest brand in the Middle East and Africa by Brand Finance, a recognition we deeply value.

We are also proud to be recognized as the fastest-growing technology brand, with a 52% year-over-year increase in brand value.

?At e&, we are builders at heart, and our journey is just starting.

*This article was originally featured in AmCham Egypt Business Monthly.