Oman’s digital journey on a fast track mode

Oman Saturday 03/December/2022 23:45 PM
By: Times News Service
Oman’s digital journey on a fast track mode
People are getting more value for their money while using telecom services in the Sultanate of Oman.

Muscat: With plans to cover a major part of the Sultanate of Oman with the 5G-enabled telecom network by the fourth quarter of next year and prioritising the need to provide 5G-enabled digital services to small and medium enterprises (SMEs) by the latest telecom player, Oman is certainly on a fast track mode on its digital journey.

Vodafone’s arrival in Oman as an innovation leader in the industry has certainly given a boost to the nation’s digitalisation process, a fact the Vodafone CEO, Bader Al Zidi, is proud of. Barely a year since it launched operations in the Sultanate of Oman, Vodafone, the world’s second biggest mobile telecom brand is already having a transformational impact on the country’s telecom landscape as the company leverages state-of-the-art technology and digitalisation to enhance the overall experience of customers.

In an exclusive talk with Times of Oman,  Al Zidi underlined Vodafone’s role in driving existing players to invest more in new technology and services ahead of the arrival of the world’s second biggest telecom brand in the Omani market. “Obviously, our imminent arrival pushed the market players to carefully consider their 5G investments, mindful that Vodafone would offer 5G from Day 1 of its operations,” said Al Zidi.

The top boss traced the performance of Vodafone in Oman since it commenced operations in March this year, while also sharing insights into the brand’s future growth. Aside from having a significant effect on the telecom market, Vodafone has also succeeded in positioning itself as a unique player with a different approach.

A key distinguishing feature is its end-to-end digital offering. The CEO said: “Vodafone is not set in the same way as a conventional telco operator. For example, we don’t have our own dedicated stores but work with partners who help our customers’ transition into our completely digital experience. In fact, all our customer interfacing activities are centered on our app, which offers services in real time.”

Another key strength of the company is data-driven personalisation aimed at improving the experience of individual customers and ensuring more value for them.

Al Zidi said: “We learn a lot from our customers, tracking their usage and preferences on the app, and as we build on that data and knowledge, we get  better insight on their needs and ensure that the data plan they have subscribed to is creating value for them.”

End to steep data bills
In the process, Vodafone was able to immediately address two common complaints that mobile subscribers have often voiced: fast draining data plans, and steep data and voice bills following an overseas trip.

The CEO added: “We have succeeded in preempting these problems for our customers. The way we actually charge for your data is quite different from other operators and thus our GB of  data lasts longer compared to others.”

Another popular offering in Vodafone’s portfolio is the ‘Take Your Home Tariff Abroad’.

The scheme allows customers to use their existing voice and data packages when traveling overseas to 28 international  markets, including the GCC states, Europe, some countries in the Middle East, and the Indian sub-continent as well.

Also at Vodafone Oman,  ‘unlimited calls’ means just that. You can make or receive  unlimited calls, regardless of the network on which the call is made or received from.

Likewise, the concept of On-Net or Off-Net – a source of much inconvenience to many telecom customers – has been completely done away with at Vodafone.

Al Zidi said: “Further, in keeping with its commitment to providing a seamless digitalised experience, Vodafone makes it possible for new customers to be on-boarded without the need for them to be physically present at any retail outlet.

“Our ‘Know Your Customer’ procedures are completely digital. Using the app, you can scan your face and your ID card and get on-boarded.

“The SIM card is delivered to your home address or you can have it collected yourself. Alternatively, if you have an eSIM enabled handset, you can be up and running within a couple of minutes – a feature that makes it possible for tourists also to obtain a connection while they wait for their luggage at the airport.”

70 ekiosks in operation
Importantly, this high degree of enablement at Vodafone is also driving digitalisation. The company has also set up a one-of-a-kind eStore featuring unmanned kiosk machines that can provide a range of  services.

As many as 70 such eKiosks are in operation at key locations around Oman, primarily at  vantage points in shopping malls. Al Zidi said: “At these eKiosks, you can get a SIM card, top-up, make payments, do a swap- you name it! They can all be done on these machines.

“In fact, the app and the machine together account for 25–30 percent of our sales. That’s a big achievement, considering these machines are mostly unmanned.”

Central to Vodafone’s wholly digital approach to signing up new customers and providing them with products and services is its app, added the CEO. Al Zidi said: “We have an app penetration of 100 percent across our customer base.

“Our app-based digital  offerings gel well with our  customer base, of which the  majority constitute young  Omanis in the age group of 19 to 35 years. They are tech-savvy and prefer to access the app for  services.

“We also serve a large  customer base of various  nationalities, chiefly Indian, Pakistani and Bangladeshi. In addition to app-based services, Vodafone services are also  provided through over 3,500 partner outlets operating across the Sultanate.”
(To be continued)