Zain Group, a leader in digital technologies and ICT, has announced its new five-year sustainable corporate strategy, ‘4WARD’-Progress with Purpose. This strategy is aimed at accelerating the company’s evolution from a mobile-centric operator to a purpose-driven technology entity, focused on continuity, collaboration, digital innovation, and value creation.
The 4WARD strategy, which was developed through a series of groupwide workshops led by Zain’s strategy team, was officially launched during a strategy forum held in Kuwait. The forum was attended by Zain Vice-Chairman and Group CEO, Bader Al-Kharafi, and senior management teams from both Zain and Omantel, followed by approval from Zain Group’s Board of Directors.
Building on the success of its previous strategy, 4SIGHT, which helped Zain transition into a multi-core digital player, the 4WARD strategy aims to further accelerate its shift into a leading regional TechCo conglomerate. Zain has expanded its operations beyond mobile services to include ICT, Fintech, Digital Infrastructure, Entertainment, Subsea Connectivity, and Cross-Border Connectivity, among others. The new strategy has four primary pillars, each with three key accelerators:
- Customer Delight: Exceeding customer expectations through superior connectivity experiences for consumers, businesses, and governments, reinforcing Zain’s position as a provider of choice.
- Digital Zain: Advancing digital capabilities and innovation, particularly in Fintech, AI, and digital infrastructure development.
- Purpose and Action: Aligning Zain’s actions with sustainability, diversity, equity, and other ESG initiatives that foster systemic change.
- Collaborative Growth: Empowering Zain’s workforce and encouraging collaboration across its ecosystem to unlock new opportunities.
Bader Al-Kharafi commented, “The 4WARD strategy will unlock Zain’s full potential, transitioning us from a Telco to a purpose-driven TechCo conglomerate. The success of 4SIGHT has made Zain a more agile organization, and we are confident that 4WARD will continue to propel our growth and impact, shaping societies and elevating the Zain brand.”
The strategy also emphasizes the integration of emerging technologies such as AI, big data, and collaboration with strategic ecosystem partners. Zain’s focus on innovation, sustainability, and community engagement will continue to drive its brand value and shareholder value.
Under 4WARD, Zain has already established robust business entities like ZainTECH, Zain Omantel International, TASC Towers, Zain Ventures, Tamam, Zain Cash, and others, contributing to a 50% increase in the company’s brand value since 2020, now standing at over $3 billion. Zain’s commitment to its values and sustainable business practices has also boosted its Brand Strength Index to an AAA- rating.
In conclusion, Al-Kharafi added, “While historically associated with mobile services, Zain is keen to evolve its brand to reflect its diversified TechCo portfolio. We are actively exploring ways to reposition the Zain brand to capitalize on the strength of the new business verticals under the Zain umbrella.”
