Experience: Etisalat and Orange
A data explosion that does not generate revenue growth. Continued market consolidation. Value migration. Rapidly evolving business models. Technological disruption. Everything is changing the face of the telecommunications industry. Suppliers who can safely navigate these waters and keep in mind value-based growth will be the winners, regardless of size, maturity or geographic location. It is possible, by deliberately reforming their operating models and focusing on growth beyond their essence.
The launch of Orange in North Africa (Tunisia) shows that it is possible to quickly establish a brand in people's emotions in an innovative way thanks to an awareness phase.