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Assignment of Mobile Telecommunication Industry

   

Added on  2021-01-25

8 Pages1534 Words139 Views
1.Executive Summary/ IntroductionZain operates in Mobile Telecommunication Industry with its roots in eight MiddleEastern and African countries. It started its operations in 1983, and in 2019, it has over50 million active customers (zain.com). The rapid digitalization of services and contentincreases innovation and competition, so businesses are not usual for telecomproviders. The Telecom Industry has challenges and competitive opportunities becauseof the vast increase in smartphone subscriptions and data-intensive applications. Zainoffers network and service convergence; however, the value chains need to redefinedue to global dynamics. The key players work in collaboration across traditionalboundaries. Organizations are no more immune to disruptions, and innovation is theonly key to success for them. The paper examines the current business problem forZain, strategy formulation for digital transformation, and its possible impact on customerexperiences, processes, operations, and business models. Further, it elaborates on thechallenges while implementing the new strategy and recommendations for successfulstrategy implementation.2.Business ProblemCustomers and contents are getting digital, resulting in a complete change in theecosystem of value. The digital transformation is beneficial to change the DNA for ZainTelecom. The Company is struggling with massive structural changes. The technologydisruption, i.e., 4G LTE/ 5G, messaging apps, and products like Netflix, has eliminatedtraditional technologies, i.e., wireless, cable, and other communication services. Thereason for the change in trends, i.e., the exponential growth of data volumes,

digitalization, and customers’ behavior patterns. The changes pushed the companies tooffer new services to improve competitive position (El Hilali, & El Manouar, 2019). Thepurpose is to increase revenue and nontraditional offerings. That is why Zain facessevere challenges and is interested in growing wireless revenues, increasing strategicrevenues, and reducing cost structure by transforming digitally.Fig 1: Zain’s Reasons behind Digital Transformation 3.Roadmap (Strategies) for Digital TransformationFour strategies for Digital Transformation which Zain can use:Establishing Customer Analytics Capabilities: Zain needs to implement thesystem to get 360-degree feedback from customers, sales, and data-drivendecisions. In this way, the Company would outperform to gain insights about thecustomers' information. Zain's revenue from texting and calls is reduced; that iswhy the Company can monetize the data by offering better services. TheCompany can generate customer profile, usage, and location for better customersegmentation and data usage (El Hilali, & El Manouar, 2019).

Fig 2: Benefit of Customer Analytics to Zain TelecomDigitizing the Order Management Process: The Company can interact withonline companies like Amazon to offer customers convenience and speed. Zaincan replicate the services by centralizing the data and automation capabilities.The order management system would help check frauds, payment authorization,and customer communication on their bills; Zain can introduce full-servicesmartphones to guide customers on price, product, reliability, demand, andbundles. Such applications enhance customers' responses (Tekic & Koroteev,2019).Innovation by Taking Reviews from Customers: Customer relationship is thebest strategy to increase innovation; the reviews through web portals andmultiple calls are the key to increasing profitability. Digital technologies increasecustomer engagement and analyze their interaction. An increase in the relianceon customer relationship management (CRM) system is the way to analyze

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