With over two decades in Iraq’s telecom sector, Mohammed Samir, Chief Commercial Officer of Zain Iraq, has been instrumental in shaping the operator’s commercial strategy, launching pioneering initiatives, and expanding customer engagement since joining in 2003. In an interview with CPI Media Group, Samir outlined how Zain Iraq is leveraging innovation, digital transformation, and inclusion to remain competitive while supporting the nation’s development goals.
Competing in a Dynamic Market
Samir sees Iraq’s intense telecom competition as a driver for improvement. Zain Iraq’s approach focuses on delivering genuine value through high-speed, reliable connectivity, tailored bundles, and a refined customer segmentation strategy that addresses the needs of heavy data users, small businesses, and diverse user groups.
Digital Transformation with Purpose
For Zain Iraq, digital transformation means redesigning operations to make services more accessible, intuitive, and efficient. This includes app-based recharges, proactive support, self-care tools, and internal process automation to enable real-time decision-making. With mobile as the primary screen for many Iraqis, these initiatives aim to boost both customer satisfaction and operational efficiency.
Meeting Evolving Customer Expectations
Customers increasingly demand convenience, personalisation, and transparency. Zain Iraq’s mobile app now handles nearly all customer interactions, while new bundle structures offer clear benefits such as free access to popular apps and multi-use credit systems.
Innovation Through Incremental Gains
Rather than relying on large-scale overhauls, Zain Iraq continuously improves every touchpoint—from simplifying purchase flows and SIM activation to integrating more local and regional e-payment solutions. Bundles are available online and through extensive offline channels, ensuring accessibility for all segments.
Aligning with Iraq’s National Goals
Zain Iraq is expanding 4G coverage nationwide, laying the groundwork for 5G, and modernising network infrastructure. Beyond infrastructure, the company invests in digital inclusion—supporting women, people with disabilities, and low-income communities—and fosters youth development through internships and skills programmes.
Customer as the North Star
Samir emphasises that every decision is guided by the question: “Is this making life better, easier, or more meaningful for our customers?” This philosophy combines customer focus with future readiness, building flexibility and a culture of learning to adapt to emerging technologies and behaviours.
