Sustaining Innovation and Customer-Centricity in Digital Age

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Masood M. Sharif Mahmood, a seasoned telecom executive with over two decades of experience, is the CEO of e& UAE. Masood’s leadership journey spans across technology and telecommunications, strongly emphasizing operational efficiency, value creation, and customer-centric growth.

MIT Sloan Management Review Middle East’s Editor, Liji Varghese, spoke with Mahmood about the transformation of e& UAE into a fast-growing tech brand, its brand strength, and how AI and data analytics are reshaping customer experience (CX). This interview has been edited for length and clarity.

What were the key steps in transforming from a traditional telco to a fast-growing tech brand, and how do you plan to continue building on this momentum?

The transformation journey has been fueled by strategic investments in emerging technologies and a forward-thinking approach to customer needs. We expanded our core services, introducing 5G, IoT, and cloud computing, which allowed us to establish ourselves as leaders in digital transformation.

Our partnerships with leading global tech players and our focus on creating innovative solutions for various sectors have further driven this evolution. We also invested significantly in AI and automation, positioning these technologies as central to our future growth. 

Looking ahead, we will continue building on this momentum by deepening our investments in AI, data analytics, and sustainability initiatives while maintaining a customer-first approach.

We aim to continue leading the digital revolution, providing enterprises and individuals with the tools to thrive in an increasingly connected world. 

e& UAE has an AAA brand strength rating. How has the company managed to maintain such a dominant position, and what factors have contributed to this brand strength?

Earlier this year, Brand Finance ranked e& UAE as the Strongest Telecom Brand in the World 2024, with a Brand Strength Index (BSI) score of 89.4 out of 100 and AAA rating. This achievement reflects our continuous commitment to innovation, customer-centricity, and operational excellence. 

We have always placed the customer at the heart of everything we do, tailoring our services to meet their evolving needs. Our diversified portfolio, which now spans digital services, cloud solutions, and AI, showcases our ability to stay ahead of industry trends. We have built a trusted, forward-thinking brand by consistently delivering high-quality services and fostering strong relationships with stakeholders—from government entities to enterprises and consumers.

Our leadership in areas like 5G, IoT, and AI, alongside our dedication to the UAE’s national development goals, further reinforces our standing as a dominant player in a competitive market.

How are AI and data analytics being used to tailor services and improve CX, and how does this tie into your vision for creating a more connected, future-ready society?

AI and data analytics are integral to tailoring our services and improving CX. By analyzing vast amounts of customer data in realtime, we offer personalized recommendations, anticipate needs, and resolve issues faster. AI-driven systems also predict network demands and enhance service quality, ensuring a seamless experience across all touchpoints.

Our focus on personalization sets us apart from other telecom providers. We go beyond offering services—we create tailored experiences that resonate with each customer’s unique needs. With over 400 AI use cases and more than 160 machine learning applications in the UAE alone, our systems continuously evolve to offer smarter, more intuitive services.

This commitment to AI-driven CX ties into our broader vision of building a future-ready society. We are driving digital transformation across the UAE, fostering a connected ecosystem where people, businesses, and technology interact seamlessly, enhancing lives and enabling social and economic progress.

How do you see e& UAE contributing to the UAE’s broader goal of being a global leader in technology and connectivity, particularly through initiatives like smart cities and national development projects?

e& UAE is proud to be a part of such a transformative country as the UAE advances toward its vision of becoming a fully digital society and a global leader in technology and connectivity. Our investments in AI, 5G, and IoT directly support national initiatives to enhance infrastructure and create a smarter, more connected future.

We collaborate closely with government entities on projects that drive the country’s digital transformation, from improving public services to advancing sustainability initiatives. Our AI-based solutions, especially in industries like healthcare, education, and energy, reflect our focus on delivering hyper-personalized experiences that meet diverse needs across the UAE.

We are also committed to nurturing local talent and forging partnerships that support the UAE’s digital leadership on the global stage. 

Through seamless connectivity and innovation across multiple sectors, e& UAE is building a telecom network and creating a platform that fosters progress and helps position the nation globally at the forefront of technological leadership.

In the last ten years, how have you seen the industry evolve, and what key lessons have shaped your leadership approach at e& UAE?

Over the last decade, the telecom industry has undergone a remarkable transformation, shifting from traditional voice and data services to becoming a key enabler of digital transformation across industries. The advent of 5G, cloud computing, and AI has fundamentally changed the role of telecom providers, placing us at the heart of the global digital economy. 

Throughout this period, we have learned the importance of adaptability, agility, and customer-centricity. At e& UAE, we have embraced this change by evolving our services to meet the demands of the digital age, all while staying true to our core values. 

Our approach has been shaped by the belief that innovation and operational excellence must go hand-in-hand. We continue to invest in both, ensuring that while we drive innovation, we also maintain the high-quality, reliable services that our customers expect from us. 

How do you balance driving innovation while maintaining the core services that e& is known for across the Middle East and globally?

Innovation and core services are not mutually exclusive. On the contrary, they are rather complementary forces that drive long-term growth. So, while we continue to invest in cutting-edge technologies like AI, IoT, and 5G, we understand that our customers still rely on our core telecommunications services. 

Ensuring these services’ reliability, security, and quality remains a top priority. At the same time, we are constantly innovating to enhance these core offerings, integrating AI and data analytics to improve service delivery, optimize networks, and provide a better customer experience. This dual focus allows us to maintain our leadership in the telecom space while positioning ourselves as pioneers in digital transformation. By staying true to our roots while embracing the future, we can offer the best of both worlds to our customers.

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This interview was orginally published in MIT SMR Middle East’s Gitex 2024 edition.