With an international footprint that extends to 16 countries across Asia, the Middle East and Africa, Etisalat Group operates in a wide array of macro-economic and geo-political contexts. Added to this is the fact that the telecom industry itself is under-going unprecedented transformation, driven by various factors, including evolving technologies such as 5G, new business models, changing customer behaviours, and the increasing traction of over-the-top (OTT) competitors. These factors are slowly eating into the traditional core telecom services revenues that retain a sizable portion of the Group’s countries of operations. Underpinning the transformation of the telecom industry and in fact all industries is end-to-end digitisation, which influences telecom operators both internally, in terms of operating models, and externally, in terms of business models and value propositions.