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. This digital revolution is enabling consumers to adopt increasingly tech-savvy lifestyles, businesses to change the way they operate and deliver value, and governments to offer ever-smarter solutions on the route towards truly smart governments and cities.
This all-encompassing digital transformation provides the telecom industry with significant growth opportunities. This is because the demand for high-speed and low-latency data, smartphones, digital solutions, and appealing content across multiple digital channels is continuously increasing. In addition, due to the integration of cross-industry value chains in verticals such as media, finance, healthcare, education and automotive sectors, digitisation is enabling telecom operators to play roles that are more significant in these adjacent industries.
The Etisalat Group introduced the “TARGET” strategy to align the strategic direction of all operating companies, thereby taking full advantage of growth opportunities going forward.
The vision and the associated strategy were introduced in response to the macro-economic and market environment across our footprint, which continues to evolve thus resulting in the “TARGET” strategy being even more relevant.
“TARGET” sets out the Group’s priorities, focus areas, direction and ambition within the following framework:
- To drive the digital future to empower societies
- Accelerate value generation through innovation and digitisation
- Raise capabilities and develop talent across the Group
- Grow B2B/digital across the footprint
- Expand portfolio in MENA and knowledge economies
- Transform operating companies into strongholds