Zain Technology Conference Focuses on Customer Experience and the Future of Telco

Posted: December 30th, 2013 | Author: | Filed under: Events, Industry Insights | Tags: , , , , | Comments Off on Zain Technology Conference Focuses on Customer Experience and the Future of Telco

Times are changing for the telecommunications industry. Different consumer habits, new mobile devices and increased competition from OTT players have all made companies rethink their revenue models. Services that used to play a big role in operators’ bottom line, like voice and SMS, have fallen to the wayside. Now, there’s a definite need to make up for those losses and more telcos are investing in technologies like predictive analytics.

At the recent Zain Technology Conference in Dubai, more than 600 participants gathered to discuss these trends and more. Hosted by Zain Group, which offers telco services in eight markets across the Middle East and Africa, the event was a massive success.

Panelists, thought leaders and executives got together to share insights and tips. More than anything, though, they discussed topics that were close to the theme of the event: “Innovating Zain’s customer experience.”

Comptel has always believed that telco needs to improve the customer experience to move forward, and this conference showed that we are far from alone with this line of thinking.

The Events List

Keynote presentations were delivered by Zain Group CEO Scott Gegenheimer and CTO Hisham Allam. Other presentations featured senior leaders from companies like Ericsson and Huawei. There were also more than 80 interactive sessions that discussed the future of the telco sector.

The theme of customer experience resonated throughout the sessions, speeches and impromptu meetings. Comptel’s session, “Engaging with Customers Through Data and Technology,” touched on these points as well. Vice President of Comptel’s Analytics Business Program, Jimmy Ruokolainen, explained how data and analytics can help create contextual, automated customer experiences that predict value segments, improve customer satisfaction and remove silos by unifying business and technology. Zain Kuwait has covered this topic before, as the company has been leveraging some of Comptel’s Social Links to improve customer experience through analytics.

The levels of competition today in the telco sector have made it imperative for every business to think about different ways that services can be distributed, marketed and, ultimately, delivered. This event, the third Zain Technology Conference, was bigger than either of the two before it. That shows promise for the future. It’s easy to tell that most communications service providers (CSPs) today are willing to broaden their horizons and experiment with new things to offer a better customer experience.

CEO Scott Gegenheimer summed it up well, saying:

“This has been our largest conference to date, and we are thrilled to see how much it has grown and how beneficial it is to our colleagues in the technology sector as well as to ourselves. With 63 technology providers taking the opportunity to present their latest technologies and solutions, I am confident that many valuable conversations were held over the three days, and that Zain Group’s view of its future is better understood by our suppliers and partners.”

Comptel’s Take


Comptel couldn’t agree more about emphasizing the intersection of technology and customer experience. Happy, loyal customers are going to be the most important business advantage for CSPs in the coming years, which is why Comptel invests so much into contextual intelligence for communications. Through innovative new ways in fulfillment, marketing and analytics, businesses will be able to meet customer needs in a way that personalises each interaction. In turn, customers will have positive impressions of the brand and will be far less likely to churn.

Going into 2014, it’s clear that customer experience is only going to increase in importance. But, judging from the attendance at Zain Technology Conference, CSPs will be more than prepared.