BY DESIGN chaosA Zain Magazine | April 2009 Issue 06

I WANA GO! JOINT VENTURE TAKES ZAIN INTO MOROCCO BANKING MADE EASIER WITH ZAP DIGITAL FUN WITH ZAIN CREATE FLAGSHIP STORE OPENS IN BAHRAIN More Than a Network... More Like a Family! I‘m One of the 5 Million. At Zain, our desired dream has always been for a big and extended family; now we are proud to be a family of more than 5 million happy members and still growing. We thank you for being an integral part of this family, happily staying in touch in this wonderful world of Zain. First Choice of more than 5 million subscribers in Sudan. LETTER FROM THE CEO

Expanding, innovating and touching lives

elcome to our 6th issue of Chaos by Uganda and Nigeria, has redefined mobile Design, and bienvenue to our banking on the continent and will play a major Wfrancophone readers who can now role in improving lives for our customers, while enjoy Chaos by Design in French. our presence in Lebanon has been extended for at least another year thanks to the efforts of the There was never any doubt that 2009 would be ‘mtc touch’ team in successfully winning the a challenging year, not only for Zain, but for the tender. We can now look forward to the planned telecom industry as a whole, and this is why I privatization process in which we can secure a am delighted that we have started off with so longer-term presence. many positives. Recently, Zain’s first state-of-the-art flagship store Our first foray into North Africa saw us acquire a was unveiled to an eager Bahraini public. This strategic stake in Wana, one of Morocco’s leading exciting milestone, has set new standards in operations, taking our corporate presence to 23 mobile telecom retail and will eventually be rolled- countries across the Middle East and Africa. It was out across all operations, allowing all our the perfect follow-up to our excellent results for customers access to the very latest in mobile 2008, a year that saw 50% customer growth across phone products and services. In the same week, in two continents. Today, Zain is proud to declare partnership with Rotana, we also launched ‘Zain that it has over 63.5 million active customers Create’ in Kuwait. The service will eventually allow across all operations. all Zain’s Middle East customers to access the latest in digital entertainment. On the fiscal front, our revenues exceeded $7.44 billion, while we showed a net profit of $1.2 billion - Finally, our CSR and sponsorship programs increases of 26% and 6%, respectively. These continue to bring us closer to the communities we figures, and the many prestigious industry awards serve. Most recently, we were closely involved in won in recent months, are a testament to the Burkina Faso’s FESPACO, the biggest cultural dedication of all the 15,000-plus incredible people festival in Africa, while in Saudi Arabia, we are that make up the body and soul of Zain. training less-advantaged women to sell Zain products and services from home to support their Congratulations must go to our Ghanaian and families. Both these initiatives – and others across Saudi Arabian colleagues for attaining 270,000 two continents, all covered in this issue – have and 2 million customers, respectively, so soon dramatically changed lives for hundreds, and after launching operations. These encouraging hopefully later thousands, of people. early numbers not only indicate the crucial role both countries will play in Zain achieving its I recall the words of management author Jack 2011 target of becoming a top ten global Welch who urged us to “change before you have telecom company, but they validate the to.” At Zain, we have initiated change now, to build executive management’s original decision to go ‘A wonderful world’ for tomorrow. after these licenses. Happy reading! Elsewhere, the launch of Zap, our comprehensive mobile commerce service across our East Africa Dr Saad Al Barrak operations, namely Kenya, Tanzania and, soon, CEO, Zain Group

3 CHAOS APRIL 2009 CONTENTS

26 Honoring African cinema Sponsoring the 21 FESPACO in Ougadougou

30 Because they care Rallying to help the people of Gaza

32 More than 5 million reasons to be cheerful Zain in Sudan’s customer base grows by 150%

34 Big MAMAs Supporting the best in African music 3 Letter from the CEO 38 Pilgrims’ progress REACHING THE TOP Staying in touch with families 6 Nicolas Hayek during the annual Hajj Watch guru 7 Yasser Al Qahtani 40 Rewarding an African role Saudi soccer superstar model Malawi’s Hazel Warren is a shining MY CITY example to all 8 Libreville: An island of tranquility 42 A king’s reward One of Africa’s most friendly Zain in Jordan receives royal capitals recognition

REAL LIVES 44 Reaching out in partnership 12 Noble hunters in the sky Village phones improve lives in Explaining the ancient and noble Madagascar sport of falconry 46 Taking the expressway CORPORATE SPIRIT Creating a pool of new managers in 16 Wana go to Morocco? Nigeria Zain’s $324 million joint venture with Al Ajial 48 New entrepreneurs Women in KSA learn to sell from 18 Mobile retail therapy home and be independent Zain’s flagship store opens in Bahrain 50 An overdue facelift Helping renovate a Zambian school 22 Zapping into the future Mobile banking for the African 52 Circus maximus continent Showing off talent in the ring

4 CHAOS APRIL 2009 Cover picture: A sketch from designs for the Zain flagship store, which opened in Bahrain on March 19 (see page 18)

Contributors: Megan Bainbridge, Abigail Fielding-Smith, Nicholas Lowry, Anne Renahan, Norbert Schiller

Photography: Norbert Schiller private collection, Focus Mideast, Zain Group, Reuters

Editing: 54 Still touching lives Vinehouse Media Re-acquiring the management of the Lebanese network Color Separation and Printing: 55 Offering a chance www.raidy.com Boosting job opportunities in Jordan Produced by: Zain Group Communication 56 Investing in the future and Investor Relations Sponsoring NUKS USA in D.C. Department with Vinehouse Media 58 Texting for an icon Birthday SMSs raise money for Mandela Foundation

60 Singing for development Youssou N’Dour helps micro- credit initiative 82 A home from home Re-opening the Zain House in 62 New kid on the block Barcelona Talking to Zain in Kenya MD Rene Meza MOBILE LIFE 86 Embracing the future 66 Filling the trophy cabinet Mobile phone cameras take Head Office Bldg 2008 saw a chestful of awards control Bldg 401, Road 2806 90 Functions for life Block 428, Al Seef District 72 A world of digital What the mobile phone really does P.O. Box 5808 entertainment for us Manama ‘Zain Create’ arrives in Kuwait 94 Tone of the time Kingdom of Bahrain Exploring the multibillion-dollar Tel.: +973 13 605000 74 Rocking into Ghana ringtone industry www.zain.com New opco takes ‘One Network’ to [email protected] 17 countries 98 Trivia to inspire

5 CHAOS APRIL 2009 REACHING THE TOP

Hayek, who has a remarkable knack for marketing, hasn’t just revived the fortunes of various companies, he has also played a large part in creating new jobs and production centers in Switzerland, and for this he was awarded the title of doctor honoris causa of the Faculty of Beni Culturali at the University of Bologna in Italy, in June 1998, and was also awarded doctor honoris causa of Law and Economics of the University of Neuchatel in Switzerland, in 1996.

In 1995, the former German Chancellor Helmut Kohl appointed Hayek a member of his Council for Research, Technology and Innovation for the Nicolas Hayek future of Germany and Europe. Hayek, who is known for his astonishing attention to detail, was the only ated the world’s 296th richest Indeed, so successful were Hayek’s foreigner among 17 members. person in 2008, with an strategies with Swatch that they Restimated wealth of $3.6 billion, spilled over into the rest of the Swiss He was also nominated as president Nicolas Hayek is known as something watch industry, helping to revive its of an innovation council for the future of a miracle worker and is the man flagging fortunes that had come economic strategies of France in credited with transforming the about, in part, as the result of cheaper 1996, and is a consultant to many fortunes of the struggling Swiss watch Japanese imports. Hayek used European governments and a industry in the 1980s, when he engineering blueprints developed by member of an EU workshop. He has merged two Swiss watch companies, another of his companies, Hayek even been nominated to be part of a ASUAG and SSIH, to form the Engineering AG, to reduce body charged with restructuring the dynamic Swatch company. conventional production costs by Olympics. some 80% by fully automating Hayek’s new company transformed the assembly lines and reducing the This self-made Lebanese businessman image of watches worldwide from number of components in his watches has also been credited with playing an functional to funky and fashionable, compared to others. He also supplied important role in the creation of the turning Swatch into an instantly watch movements and components to Smart Car, which was conceived of as a recognizable brand. Known for being the entire Swiss watch industry. super-compact car for city use by low-cost, high-tech and very trendy, Mercedes-Benz. the company is now the largest While Hayek, who was born in Beirut manufacturer of finished watches in in 1928, has stepped down as CEO, Not just a canny businessman, Hayek the world, with responsibility for more turning over the position to his son has also become known as an active than 20 brands, some 20,000 Nick Jr., he remains chairman of the campaigner for environmental employees, 156 factories and annual board of directors and retains an concerns, and has been quoted as profits surpassing $1 billion for the first important role in developing saying that Switzerland could become time in early 2008. company strategy. a world leader in renewable energies.

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idely considered to be one Qahtani was called-up to the KSA where he was the leading goal scorer – of the finest footballers ever national team in 2002, scoring ten and was nominated Asian Footballer of Wto emerge from the Middle goals for his country over the next two the Year. East, Yasser Al Qahtani, the youngest years. In 2004, he played in all Saudi captain ever of the Saudi national Arabia’s games at the Asian Football In that year, according to the team and the 2007 Asian Footballer of Championship. In that same year, in International Federation of Football the Year, goes by the nicknames Robin the qualifying rounds for the 2006 History & Statistics, only five Hood and the Sniper, both of which World Cup, Saudi Arabia went professional players in the world hint to the fact that Qahtani became undefeated for 12 games, an scored more goals that Qahtani. the premier player in Saudi Arabia and accomplishment for which Qahtani was something of a national icon through almost solely responsible. His goal Given his talent and level of his lightning-quick speed – on and off against South Korea earned him the achievement, Qahtani has been a hot the ball – accuracy and ability to beat Man of the Match award and took his prospect for European clubs. Upon opponents. He also has a winning team to the finals in Germany. Even winning the Asian football player of personality and demonstrates though Qahtani, in one of the Saudi’s the year award, Qahtani told exemplary behavior off the field. most exciting international matches, reporters: “It’s a dream of any player scored a goal against Tunisia, the to play in any of the European Qahtani began his career, and first game ended in a draw and the leagues. I would prefer England or made his name, at the youth club of Al Kingdom eventually failed to advance Spain. I think that this award will help Qadissiya, in the Kuwaiti Premier past the first round of the cup. my chances of getting to Europe.” League, which he joined in 2000. At Qahtani had trials at a few European Qadissiya, Qahtani quickly proved In 2007, Qahtani also shone. He took clubs but, true to character, he has himself to be an exceptional striker, and his team to the AFC Asian Cup finals – remained loyal to Al Hilal. by 2003 he had been promoted to the senior team. He went on to score 19 goals in 38 appearances over the next two years, before the temptation of the Yasser Al Qahtani neighbouring Saudi teams became too great to resist.

The Riyadh-based Al Hilal club and their rivals in Jeddah, Al Ittihad, entered a bidding war over the then 23- year-old player. While it is said that Al Ittihad offered Qahtani more money, he had grown up cheering for Al Hilal and in 2005 moved to the club in a $5.3 million transfer. At the time, it was one of the largest sums ever offered for a player. And once again Qahtani rapidly proved his worth, distinguishing himself as a goal machine for the top Saudi team.

7 CHAOS APRIL 2009 MY CITY An island of tranquility Founded over 150 years ago by a tiny community of freed slaves, Libreville remains committed to its heritage

A wonderful world: the regal Libreville seafront - with a familiar face!

n 1846, the French navy detained Gabon Estuary by Captain Bouet- Freetown in Sierra Leone, where the the Brazilian slave ship Elizia off the Willaumez, a French officer. British had resettled former slaves. Icoast of Senegal and rescued its Congolese “cargo.” The majority died Upon arrival, each of the freed slaves The story, however, began nearly a before the French could get them to was given a plot of land and enough decade earlier. Although the slave the hospital in Dakar, but 52 of them raw material to build a small hut. trade was officially outlawed by the did manage to survive and, after Bouet-Willaumez named the newly- Congress of Vienna in 1815, African spending three years in Senegal, they formed settlement Libreville – literally chiefs on the coastal plains continued were taken to a French outpost on the ‘free town’ – a tribute to the first to capture people from the interior

8 CHAOS APRIL 2009 and sell them to European traders. As Some historians say that, in prehistoric other Europeans arrived, it was only a way to fight this illegal practice, times, the Gabon Estuary was natural for the tribesmen to act as Bouet-Willaumez signed a treaty in inhabited by pygmies. However, when middle men, trading in everything 1839 with King Rapontchombo, an the Portuguese first arrived in the mid- from rubber, ivory and ebony, to influential chief who controlled land on 15th century, the Estuary was in fact slaves. In return, the Europeans gave the south side of the Gabon Estuary. populated by the Mpongwe people, them firearms, iron, fabric and alcohol. coastal dwellers living on the Estuary The French stationed naval personnel who traded with the tribes in the Even though the Portuguese were the on the newly acquired land, from interior. After the Portuguese and first to trade with the Mpongwe, they where they sailed the waters combating the trade in human cargo. In 1842, the outpost was expanded to Libreville was founded over 150 years the right bank of the Estuary after Bouet-Willaumez signed more treaties ago by a tiny community of freed with the ruling chiefs of the villages of Dowe, Glass, Quaban and Luis, all in slaves. Today, even though the city has the vicinity of present day Libreville. From 1843 to 1846, France continued grown considerably, it remains to expand its influence on the coastal committed to its heritage and has region by making similar alliances with more chiefs. It was part of this land succeeded in becoming a beacon of that Bouet-Willaumez gave to the survivors of the Elizia in 1849. stability and prosperity in the region

Diversity of styles: the Ministry of Oil and Mining

9 CHAOS APRIL 2009 Hustle and bustle: the vibrant Mont Bouet market

In 1888, the French Congo was created Compared to the turbulence that many and all the French establishments on the Estuary including the Mpongwe West and Central African capitals have villages, were lumped into one, given witnessed since independence, the name Libreville and considered the capital of the region. Even though Libreville is considered an island of Libreville was by far the oldest city in the Congo Basin, it lost its status as tranquility. It is for this reason that the regional capital to Brazzaville in 1910, with the creation of the Afrique city’s physical appearance has not Equatoriale Française (AEF). Libreville been tarnished and thus it was able to was, from then on, the capital of the Gabon colony. preserve its traditional and colonial Things really began to take shape past, while at the same time making shortly before World War I, when the demand for lumber reached an all- room for modernity time high. Overnight, the Okoume tree began to drive this tiny economy, never established a permanent which means a sailor’s hooded cloak, transforming it from a subsistence foothold in the area and it wasn’t a reference to the shape of the economy to an exchange economy. until the 19th century, when European Gabon Estuary. The demand for lumber was the explorers began to take a real catalyst this small community needed interest in Africa, that colonies were With the French fully in control, to attract the world’s attention. News set up. It was from these outposts missionaries from France, America, of the economic boom spread and, that expeditions would venture into and the Vatican began to move to before long, droves of expatriates and the interior of the “dark continent.” the region and open schools and foreign companies were moving to Today, the Portuguese influence can health clinics in the surrounding Libreville to set up shop. Buildings mainly be felt through the names of village. The village of Glass was were erected, the road network places. The name Gabon derives popular among the first arrivals and around the colony was expanded to from the Portuguese word “gaboa,” became a commercial hub. include other towns and villages, and

10 CHAOS APRIL 2009 the port was enlarged to handle the RICH IN CULTURAL DIVERSITY workload. The ‘real’ colonization of Gabon had begun. Gabon is a country situated to the west of Central Africa, on the equator. It has a population of 1.5 million inhabitants. Gabon is bordered by the Republic of Unlike many other former French Congo, Equatorial Guinea and Cameroon. Over 85% of the territory is covered colonies, Gabon has had a remarkably with forest in which the flora and fauna is still well preserved. good relationship with its former Gabon is rich in cultural diversity with about 50 ethnic groups, the major ones colonial power. In 1958, Gabon being Fang, Pounou, Myene, Ndzebi and Obamba. Even though French is the became a republic under French official language, Gabonese people have a common greeting, Mbolo, which control and, two years later, it gained means good morning or good afternoon. full independence. Prior to The country has numerous natural tourist attractions including the Point independence, Leon M’ba formed the Denis in Libreville, which offers great sandy beaches and the Lopé Reserve, country’s first political party, ‘Le a 350 km journey from Libreville, where tourists can see big herds of Mouvement Mixte Gabonais,’ and then buffaloes and elephants. Also on the tourist itinerary is the Lékoni canyon, became the first president. In 1964, he the Bakoumba nature reserve, the bridge of Lianas, the Poubara Falls and was overthrown in a military coup but, 13 other national parks. two days later, was restored to power with the help of French troops stationed in the country. In 1967, M’ba has even been involved in mediating magnesium in the world and also has died and was replaced by his vice disputes that have erupted in the large deposits of ore. president El Hadj Omar Bongo. surrounding countries. One of the reasons why Gabon can play such a Compared to the turbulence that many Bongo Ondimba – he added Ondimba role in the region is because it has West and Central African capitals have to his last name in 2003 – has been in one of the smallest populations in witnessed since independence, power ever since and is arguably, since Africa, and boasts the highest income Libreville is considered an island of Cuba’s Fidel Castro stepped down in per capita on the continent. Initially, tranquility. It is for this reason that the 2008, the world’s longest-serving the country’s success was tied to the city’s physical appearance has not been president. In 2005, after winning the timber industry but, with the tarnished and thus it was able to most recent presidential election, he discovery of oil and natural gas in the preserve its traditional and colonial was granted another seven-year term. 1970s’, the country’s economic output past, while at the same time making began to grow at an astonishing room for modernity. Gabon has acted as a stabilizing force pace. Besides oil and timber, Gabon in the Congo Basin for years, and it is the second largest producer of Libreville’s most striking physical feature is the palm-lined coastal boulevard that separates modern high-rises and glitzy five-star hotels from endless stretches of empty, pristine beaches. The beaches are ideal for swimming, fishing, windsurfing and boating all year round. The city itself has plenty of open spaces, parks and numerous recreational facilities. All this contributes to a healthy lifestyle. The people are warm and friendly, contributing to the city’s relaxed attitude, which is rarely found in any urban center these days.

Libreville was founded over 150 years ago by a tiny community of freed slaves. Today, even though the city has grown considerably, it remains committed to its heritage and has succeeded in becoming a beacon of stability and prosperity in Design character: the Ministry of Forested Economics the region.

11 CHAOS APRIL 2009 REAL LIVES

Noble hunters in the sky Norbert Schiller explains why the ancient sport of falconry has such a romantic pull

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Poems and literature have been written about the relationship between man and the falcon and there is even a short passage in the Koran which permits falconry as a way to hunt for food

My other memory of falconry was a photo my mother kept on her desk of Carl Raswan, the renowned Arabian horse breeder and author of numerous books on Arabia and its horses. Raswan spend decades in the Arabian deserts during the first half of the 20th century with Bedouin tribes, learning about the Bedouin way of life and their horses The photo shows Raswan dressed in Bedouin garb, atop an Arabian horse with a falcon on his arm. This picture remains in my memory as one of those images that best illustrates the relationship between man and this majestic bird of prey.

My first up-close and personal encounter with falcons came much later, when I first moved to the Gulf in the mid-1980s, as a photographer for Agence France Presse (AFP). Returning from an assignment in Pakistan, I was unexpectedly upgraded on the newly- formed Emirates Air. After the hostess had shown me to my seat, I looked down and was shocked when I saw can still remember the sight of I spent much of my youth hiking the what was on the aisle seat beside falcons as they soared high above trails of Los Padres National Forest mine. Strapped to the chair was a Imy home in the foothills of southern above Santa Barbara, and the sight of custom-made wood rack with four California when I was a child. Back a hawk or falcon swooping down on hooded falcons perched upon it. They then, Santa Barbara was just a sleepy an unsuspecting rodent was quite the were returning from a hunt in the harbor town, yet to be discovered as a norm. As Santa Barbara began to Punjab region of Pakistan. Their retreat for the rich and famous. The grow, much of the foothills were owners were sitting in the row in front. foothills were nothing more than turned over to housing estates and dense brush and steep terrain, an slowly the sightings of these majestic After I cautiously made my way around ideal habitat for both hunter and prey. creatures became fewer. the birds to get into my window seat, I

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sat there and just stared at them in Koran which permits falconry as a way to amazement, thinking that this could After a falcon hunt for food. only happen in this part of the world. As the aircraft rumbled down the has killed its Beginning in October, birds from the runway, the birds neither fluttered their prey, the northern latitudes begin migrating wings nor made a sound. All they did south to the Arabian Peninsula, was adjust their bodies as the plane falconer has to southern Persia and Africa. It is during lifted off. No one else in the first class this time of migration when the Arab section of the plane seemed to pay move quickly to falconer sets out into the desert on them any attention. hunting trips. After the first rains, the scene of the there is a period when green shoots Nobody knows for certain when kill and hood begin to sprout. The young sprouts falconry began. What is clear is that attract much wildlife, including the the relationship between man and bird the falcon and gazelle and houbara bustards - one of developed long before any written the most sought-after delicacies for records were kept. There are, however, remove the Arab falconers who have been accounts of various khans from the hunting it for millennia. The houbara Mongolian steppe practicing falconry carcass before thousands of years ago, and one too much theory is that there was a “parallel evolution” in both Mongolia and damage is done Persia, countries that are regarded as the twin cradles of falconry.

From there, it spread to other regions of the world. Records show falconry being practiced in China 3,000 years ago and then spreading to the Korean peninsula around 220 BC. Falconry was introduced to the Japanese Islands from Korea much later. Going in the other direction, falconry shows up in various places at different times. For example, falconry most probably entered Europe by way of Spain with the arrival of the Moorish kings in the 5th century. In what is today India and Pakistan, the practice goes back to 600 BC, while in Russia its origins can be traced to the relatively youthful 8th and 9th centuries. One thread that linked all these regions together was that falconry was popular mainly among nobility, and began to die out with the introduction of the rifle.

One area of the world where falconry did not die and where it remains as popular with all classes of society as it was thousands of years ago is on the Arabian peninsula. Today, 50% of the world’s falconers are from the Middle East. Falconry is more than just a sport - it is a way of life. Poems and literature have been written about the relationship between man and the falcon and there is apparently even a short passage in the

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Beginning in October, birds from the northern latitudes begin migrating south to the Arabian Peninsula, southern Persia and Africa. It is during this time of migration when the Arab falconer sets out into the desert on hunting trips

is a big bird that makes its nest on the falcon can be very protective of two weeks. Older falcons can take up to the ground and, as well as the its prey, a good falconer uses a big three weeks to train. Arabian Peninsula, it can be found in piece of leather to slip between the Iran, Pakistan and the Sinai Peninsula bird and its kill before removing the Traditionally, Arab falconers would anytime from October to April. carcass and putting on the hood. capture their falcons in autumn, during the migration season and then train A good falcon can kill up to five The most prized falcons come from them so that they could be useful for houbara in one day and an Persia. The female is preferred because catching prey during the winter and exceptional falcon can kill upwards of they are bigger than their male early spring months when the desert is eight. Because of the houbara’s counterparts and can bring down larger normally filled with all kinds of wildlife. popularity among hunters, their game. There are a number of In April, when the migration numbers have dwindled to such an techniques to trap wild falcons that northwards begins, the falcons are extent that now there are a number of basically entail the same thing: The trick released into the wild once again. wildlife conservation programs is to lure the falcon to some sort of live spanning from Morocco to Saudi bait - once the bird has come down out Today, falconry in the Middle East has Arabia to help repopulate the species. of the sky and attacked the bait, there become more of a sport and not so needs to be a mesh cover dropped on much a source of food. Because man After a falcon has killed its prey the the falcon thereby entangling it so the has encroached upon much of their falconer has to move quickly to the bird cannot fly away with the bait. natural habitat, there are fewer scene of the kill, hood the falcon and Once a falcon is caught, its head is falcons in the wild. To ensure that remove the carcass before too much immediately covered by a hood. The these majestic creatures’ future is not damage is done. Usually, the falconer hood is used anytime a falcon is being threatened, there are a number of lets the falcon rip apart the neck and transported or put into a stressful breeding programs throughout the maybe even have some of the meat situation. The hood is also used while region so that the art of falconry can on the chest before carefully training a falcon. A good falconer can continue to be passed down from removing the dead animal. Because train a one year old falcon in just under generation to generation.

15 CHAOS APRIL 2009 CORPORATE SPIRIT

Wana go to Morocco? Zain embarks on a $324 million joint venture with Al Ajial, attaining a 31% stake in local operator

n March 14, 2009, Zain, in a 50/50 partnership with capitalize on its demonstrated track record of introducing Al Ajial Investment Fund Holding, agreed to invest innovative products to the Moroccan community and to OMAD 2.850 billion ($324 million) through a newly share the substantial growth opportunities that lie ahead as established joint venture, “Zain Al Ajial,” in return for 31% Wana launches its new GSM offering.” of Wana, the third mobile telecom operator in Morocco. Karim Zaz, Chief Executive Officer of Wana, was equally The joint venture will provide Wana with the funding upbeat: “We are extremely pleased to partner with Zain and requirements and operational contributions to continue its Al Ajial in this new chapter of our business,” he said. “Our ambitious growth plan and successfully launch its new GSM new investors provide us with the right combination of long- license in late 2009. Under the agreement, Zain will assist term financial investment and operational resources to help Wana for the deployment of the new GSM Network. Wana us achieve our objective of making Wana a leading telecom is an integrated telecom operator, currently offering fixed operator in Morocco.” and restricted mobility wireless services, under the Bayn brand, full CDMA mobility services under the Wana brand Along with the investment, Wana and Zain will enter into an and Internet and data services throughout Morocco. operating framework agreement that will allow Wana access to Zain’s expertise, purchasing power, products and “With 22.5 million mobile customers representing about services, including Zain’s ‘One Network,’ the world’s first 70% penetration, Morocco is an exciting new region for Zain borderless mobile telecoms network. to extend our footprint to 23 countries,” said Dr. Saad Al Barrak, Chief Executive Officer of Zain. “Alongside ONA, Favorable strategic factors to the joint venture include the largest conglomerate in Morocco, and its main exposure to the attractive and growing Moroccan shareholder SNI, we look forward to assisting Wana to telecommunications market and a total national population

KEY INVESTMENT HIGHLIGHTS • Wana had more than 2 million active customers by the FAVOURABLE STRATEGIC FACTORS: end of 2008 • Exposure to the attractive and growing Moroccan • More than 420,000 customers adopted Wana’s full telecommunications market mobility services by the end of 2008 • Total population of approximately 35 million • More than 20% market share on the internet access • A young population, with more than 30% under the age of 14 AN EXCELLENT ADDITION TO ZAIN’S FOOTPRINT: • A stable political background, advanced regulatory • Contributes to Zain’s 2011 objective to be a top ten and legal environment global telecommunications company • Moderate mobile penetration at around 70% • Zain will contribute its experience, product and • Fast growing economy (11% per capita GDP growth technical capabilities such as Mobile Commerce and during 2008) One Network to compliment the GSM launch • Only two other national competitors • Expands Zain’s value proposition to prime regions in • Wana has fixed-line, 2G and 3G telecom licenses Western and Northern Africa

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of approximately 35 million, more than 30% of which is Favorable strategic factors of under the age of 14. Morocco has a fast-growing economy – 11% per capita GDP growth during 2008 – a stable political the joint venture include background and an advanced regulatory and legal environment, while mobile penetration is at a moderate exposure to the attractive and 70% with only two other national competitors. growing Moroccan For its part, Wana has fixed-line, 2G and 3G telecom licenses telecommunications market and more than 20% market share of the internet access. It had more than 2 million active customers by the end of 2008, and a total national 420,000 of which had adopted Wana’s full mobility services. population of approximately The move will undoubtedly contributes to Zain’s 2011 objective to be a top ten global telecommunications company. Zain will 35 million, more than 30% of contribute its experience, product and technical capabilities which is under the age of 14 such as Mobile Commerce and One Network to compliment the GSM launch. It will also expand Zain’s value proposition to prime regions in Western and Northern Africa. 2006,” said Waleed Al Fehaid, Chairman of Zain Al Ajial, adding, “The new GSM license along with the offerings “We have admired what Wana has accomplished since it Wana launched in the past year provided a very attractive was awarded with its fixed and mobility licenses in 2005 and long-term investment opportunity.”

17 CHAOS APRIL 2009 CORPORATE SPIRIT

A vision: An artist’s impression of the Zain flagship store in Bahrain Dreaming of ‘retail therapy’ for a mobile future Zain’s branding team tells the story behind the creation of Zain’s flagship store

here are the things in life you have to do: pay the bills… Tito Alai, Zain’s Chief Commercial Officer, had a very simple do your taxes… and yes, pick your towel up off the brief for FutureBrand, the brand strategy and design Tbathroom floor! And then there are the things in life you consultancy agency responsible for Zain’s original branding want to do: play… have a bit of fun… escape and discover and personality. “Design an innovative store that sets the something new. When Zain decided to create a retail flagship tone for what a telecommunications retail environment store in Bahrain, guess which life philosophy it chose to follow? should be like in the 21st century.”

The result was a genuinely wonderful world in the finest He then added, “Surprise me!” Zain tradition. As Paul Bretherton, FutureBrand’s Creative Director of Zain constantly redefines what it means to be a Branded Environments said, “Zain doesn’t chase. Zain leads telecommunications company, especially in the way the brand with its values of ‘Radiance, Heart and Belonging.’ Our looks at the services it offers. The company had quickly ambition was to create something that the West would steal established itself as a dynamic and exciting brand to watch in from us for inspiration.” the Middle East, Africa and beyond, and any retail flagship store that carried the Zain name needed to be equally dynamic It sounded like a tall order – designing something and exciting. In short, Zain needed a base that drove home its surprising, something that arouses envy, something that mission of promoting an enriched and vivid life. reflects the brand values. Where to begin?

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“I always had to sacrifice my phone’s look for tech features or vice versa,” said Laila Al Mutairi, Branding & Advertising Director for Zain. “Why can’t I have the full package? Shouldn’t my phone look as colorful, interesting and individualized as my life actually is?”

Zain came up with the idea of Zain Create, empowering customers to customize their mobile phone, both inside and outside, in almost any way imaginable – or even better, to have one of the Zain staff do it for them!

With everything from decals to crystals and diamonds, there is no limit to what someone can dream up. Interactive touch screens throughout the Zain Create section of the store allow customers to explore, play and discover. Customers Touching technology: Multi-colored screen panels await eager users can also download music, ringtones and videos to make their phone as exciting on the inside as it is on the newly- Well, with people. Paul and his creative team started by personalized outside. And if a customer wants help with mapping the different “need states” of customers, and what personalization or anything else in the store, this is where might make them want to visit a Zain store. Then they asked Zain Care comes into play. what would make them want to come back again and again. “A lot of what goes on in a store is very specific and very “Zain Care is an area of the store with highly-trained experts mundane,” said Bretherton. “You enter, you shop, you who will help you with all of your mobile needs,” explained Al queue, you pay and you leave. Most people want to get in Mutairi. “It is so annoying when you can’t get the help you and out as fast as possible. If you don’t get the primary need, or it’s done without a smile. Our Zain Care associates will drivers for the customer right, then they won’t interact with anything else in the store.”

It really is that basic. “If a person has in their mind that they’ve only got say, 15 minutes to spend in the store, and we get them through the basics quickly, then they have time for a bit of fun,” he added.

Naturally, Zain went way beyond that. That “bit of fun” evolved into the most exciting aspect of the store, centered on the Value Added Services, or VAS. From a business perspective, VAS is one of the most profitable sections while also being one of the most exciting and satisfying for customers – yet it is the thing that customers least understand. “It’s all in the ether,” explains Bretherton. “Our task was to make the VAS tangible, easy to understand, and easy to buy.” Interactive technology that no one else in the region had even begun to use was the solution. This interactive technology helps customers understand which Zain solutions are relevant to their mobile lives.

The VAS screens enable the customer to understand what the store has to offer, and also act as a selling tool for the staff. They are the future growth engine for sales. “It’s all about enablement,” said Alai.

The key delivery channel for the flagship store was customization. So while one of the great features that defines Zain is its One Network, when it comes to phones themselves, the future is all about the individualized, crazy and wonderful phone – the phone that looks like no one else’s. Countdown to Z-day: Last-minute preparations before the launch

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revolutionize the way people think about customer service. chill. To solve that problem, FutureBrand decided to leave Simply, Zain Care makes the complex simple.” much of the ceiling work exposed, rather than cover it up. “We didn’t want to do anything too precious. Zain is ‘A Zain Create and Zain Care are brand drivers that propel the wonderful world’, but it is also accessible,” says Bretherton. store into a class of its own. Zain Care staff will carry out The juxtaposition of exposed beams and a high-gloss floor new product demonstrations and offer tutorials for both exemplify this concept. Business-focused sales areas are businesses and individual users. Need a while to sort it all framed by smooth timber, while areas for play and out? There is a lounge area with more relaxed seating for exploration are high-color and high-tech. private consultations. The front of the store is a pure brand frame, almost like a Of course, the goal of the flagship retail store is much greater gorgeous, colorful present waiting to be unwrapped. This is than just creating a pleasant environment in which to perform meant to elicit a very specific reaction. “I want to see a lot transactions. It is a space to dream and where one can explore of dropped jaws when people walk into the store,” said and experience the world of Zain. The store space itself Alai. The world of Zain can have that effect! delivers an interactive experience that is larger than life, so those who visit the store want to return again and again for yet A Zain brand ‘spine’ runs throughout the store, made up of another taste of the life Zain has on offer. 14 inter-linked large LCD displays and text LED. It is a living, breathing, dynamic piece of technology that allows “We are so lucky to have such a great brand to build customers to see both their own world and the world of from, in terms of richness of color, ambition, imagery and Zain throughout the region. Zainers can upload pictures and what the company wants to do and who it wants to text messages to the spine, announcing their entrance and touch,” said Bretherton. interacting with the store. Eventually, the brand spine will connect with a network of flagship stores across the world, After considering the customer, Bretherton and his team fully realizing the Zain vision of a wonderful world. turned to the architecture of the space, which presented its own set of challenges – for instance, there were high “This store will exceed everyone’s expectations, and it takes ceilings, which can give a feeling of lightness or a cavernous Zain to a whole new level,” said Al Mutairi. “Just wait.”

A technical drawing that shows an aerial view of the store’s layout

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… And then the reality!

“We wanted to create a retail environment unlike any other in the world, an environment that’s entirely focused on the ultimate customer experience,” said Tito Alai, Zain Group Chief Commercial Officer and architect of the Zain brand. “Zain’s flagship store invites people to explore our products and services in a retail space that’s interactive, informative and entertaining.”

The store is fully customer- friendly. Whether one is a corporate customer seeking a cost-effective telecom solution with one of the shop’s on-site consultants or simply a modern Getting to grips with the future: Customers at the opening of the flagship store mobile phone user seeking the latest accessories, customers ain’s flagship store was opened in Bahrain on March can browse with the help of high-tech interactive displays and 19, 2009. Interactive, informative and entertaining, and even grab a coffee while they are doing it. Zutilizing the latest in digital technology, the 350 square meter, state-of-the-art outlet will now change the “Zain in Bahrain is proud to launch the first among many way we shop for telecom goods. The store will be stores that will be rolled out among our 22 operations,” eventually linked to a network of similar outlets across Zain’s said Zain Bahrain GM Mohammed Zainalabedin. “We have Middle East and Africa operations. a great tradition of bringing exciting new concepts to the market, either as products and services or as part of a new “This ‘store of the future’ sets the tone for what a retail retail experience. Our Experience Shops changed telecom telecommunications environment should be in the 21st retail in Bahrain when they were introduced in 2003, and century,” declared Zain CEO Dr. Al Barrak. “Our brand is here we are again, raising the bar in delivering new and young and that’s exactly the approach we have taken in exciting innovations and technology.” designing our flagship shop. It combines and reflects Zain’s core values of radiance, heart and belonging in a revolutionary, appealing and fun environment that allows customers to experience Zain’s ‘wonderful world.’”

The store demonstrates how digital technology can take the retail experience to new heights, featuring progressive technologies such as motion sensor screens that change imagery when customers walk by, and ‘lift triggers’ that display product information when customers pick up mobile devices. There is also a 65” LCD Welcome Wall, multiple LCD and LED installations and world-class customer service centers.

“Like Zain’s ‘One Network,’ the world’s first borderless mobile service, our ambition was to create something that would inspire and be copied by other global telecom operators,” said Dr. Al Barrak. HE Sheikh Ahmed Bin Ateyatallah Al Khalifa with Zain senior management

21 CHAOS APRIL 2009 CORPORATE SPIRIT

Zapping into the future Zain reshapes the future of banking with a service giving people in Kenya, Tanzania and soon, Uganda and Nigeria, fast and convenient access to money

n February 2009, Zain announced plans to bring mobile Zain is partnering with leading international and regional banking to over 250 million people in Africa with the banks including Citigroup and Standard Chartered to Ilaunch of Zap, a service that provides the most launch Zap, which will allow Zain customers in the four comprehensive and accessible package of mobile banking countries to use their mobile phone to: features currently available on the African continent. Zap will • Pay bills and pay for goods and services initially be available in Kenya and Tanzania prior to being • Receive money and send money to friends and family launched in Uganda and Nigeria, providing millions of • Send and receive money to the bank accounts people with access to banking for the very first time. • Withdraw cash

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It is estimated that over 80% of Kenyans, Tanzanians, Nigerians and Ugandans do not have access to banking services. Zap will change this

• Top up their or another party’s airtime account • Send airtime to Zain customers in East Africa • Manage their bank accounts By using Zap, millions of Zain’s African customers will The Zap service will also be included as part of Zain’s pioneering ‘One Network’ service that allows traveling now be able to pay bills and customers to move across geographic borders without roaming surcharges, recharge their mobile phones with locally buy goods and services; purchased top up cards and receive calls for free. This means that customers will be able to send airtime to other Zain receive and send money to customers across Africa. friends and family, withdraw “The launch of Zap represents the latest chapter in our work cash and manage their bank to push the boundaries of mobile communications,” said Dr. Saad Al Barrak, Zain Group’s CEO. “For any market in the accounts - all by using their world, the combination of services we are providing would be exciting; but when set in an African context, the implications mobile phone are especially profound.”

He further added: “With a potential customer base of over 250 Zain customers can sign up for free for the new Zap banking million people in Kenya, Tanzania, Uganda and Nigeria, many and payment services by completing an application form of whom have never had access to formal financial services, we and handing it over to registered Zain agents in tens of believe Zap will reshape the future of banking in Africa.” thousands of villages, towns and cities across East Africa. Zain will then provide customers with a mobile wallet, which Zap will provide customers with increased security and will allow them to use their mobile phone in much the same flexibility, reducing the need to carry cash and ensuring way as a bank account debit card and manage their money payments between friends and family remain secure. A through their handset. The service is supported on all password is needed for each transaction and the service is handsets including ultra-low-cost handsets (ULCH) which protected through a state-of-the-art security application. Zain is successfully rolling out across the continent. Customers will also benefit from being able to access the service 24 hours a day, seven days a week through their Zain and its partners are confident that Zap will increase handset, providing the convenience of accessing cash access to banking services in Kenya, Tanzania, Uganda and anytime, anywhere. Nigeria, where formal banking services are largely restricted

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to urban populations. It is estimated that over 80% of Kenyans, Tanzanians, Nigerians and Ugandans do not have Zain and its partners are access to banking services. confident that Zap will increase Zain, in partnership with Citigroup and Standard Chartered Bank, is ensuring that the services meet all the required in- access to banking services in country banking regulations as stipulated by the central banks for the launch of Zap services. In addition, Zain’s Africa, where banks are largely banking partners will facilitate payments and settlement restricted to urban processes in accordance with the terms and conditions of the in-country banking regulations. populations. Once more, Zain “We are extremely excited to be partnering with Zain on is initiating change this ground-breaking initiative,” said Kariuki Ngari, Standard Chartered Bank’s Area Head of Consumer Banking - East Africa. “M-Commerce has the potential to transform the banking environment in Tanzania, allowing people to banking in Africa and will help overcome many of the access financial services everywhere. The Zap offering is a obstacles presented by providing banking services to true innovation, extending the reach of financial services to remote and rural communities. We’re proud to be working every corner of this country and stimulating the payments with Zain at the forefront of this mobile banking revolution.” system through accessible mobile technology. Our successful partnership with Zain enabling this This sentiment was echoed by Sridhar Srinivasan, Citi’s groundbreaking service is a great testament to our Global Transaction Services Head of Sub-Saharan Africa: commitment to the economic development of the countries “We are proud to be part of this initiative that will transform where we operate, by promoting financial inclusion.”

Zain plans to roll-out the Zap service to the rest of its Africa and Middle East network following the East Africa launch. During a three-month trial phase, the service was used by several international companies, including Coca-Cola, who used it to pay their dealers in Tanzania.

“Research has shown that M-Banking and M-Payments can help lower the transaction costs of money transfer, increase the flow of money by making it easier to send smaller amounts and introduce those without bank accounts to a means of secure financial management,” said Chris Gabriel, CEO Zain Africa (opposite page).

“By enabling people to use their mobile phones as mobile wallets, we hope to deliver lasting benefits not just for our customers, but also for the economies of Kenya, Tanzania, Nigeria and Uganda,” he added.

By using Zap, millions of customers will be able to pay their electricity bills in Kenya and Tanzania, while Zain also plans to increase the number of services that can be paid for using Zap as part of its aim to transform the use of money in Africa.

24 CHAOS APRIL 2009 We took our wonderful world 30,000 feet above.

The sky is definitely not the limit with Zain. In an unprecedented move, Zain provides customers with its latest service: roaming on plane. You can now receive and make calls, send and receive messages, even browse the internet and chat while 30,000 feet above ground; everything you need to stay connected and up to date while up high. Simply log on to www.zain.com for a list of airlines providing this service, and enjoy. After all, who said our wonderful world doesn’t include the sky? CORPORATE SPIRIT

A wonderful world: the Zain mascot at the 21st FESPACO Zain honors African cinema The biennial Pan-African Film and Television Festival of Ouagadougou (FESPACO), celebrates its 40th birthday anniversary under the theme “African Cinema, Tourism and Cultural Heritage”

he 21st FESPACO opened which was covered by over 100 television channels and over 350 on Saturday February 28th international journalists, was lit up with a sparkling performance Tat the August 4th Stadium by Ghanaian singer Kodjo Antwi and a musical set made by in the capital of Burkina Faso, local artists such as Eugène Kounker, Yeleen, Alif Naaba, Floby Ouagadougou. The ceremony, and Sissao.

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Ahmed Atef receives the City of Ouagadougou prize for Les Démons du Caire

This year, Zain, in partnership with Radio France International (RFI),

Selome Gerima with the Golden Stallion prize for Teza enabled movie enthusiasts to vote for the Following a welcome address by the Mayor of Ouagadougou, Simon Compaoré, Malian astrophysicist, Cheick Modibo Diarra, RFI prize, which went to paid tribute to Ousmane Sembene, one of Africa’s pioneering film makers, who died in 2007 and who had devoted much of Burkina Faso’s Missa his life to promoting FESPACO. Hebie for L’As du Lycée, Then, under the chairmanship of His Excellency Blaise by SMS voting Compaoré, the President of Burkina Faso, and the patronage of his wife Chantal Compaoré, Tertius Zongo, Prime Minister of Burkina Faso officially opened the festival. Zongo reaffirmed, on behalf of the president, his government’s support of the “Zain promotes African arts and culture around the world,” said FESPACO, which showcases African cinema and those films Tito Alai, Chief Commercial Officer of the Zain Group, which made by Africans living abroad. was the exclusive sponsor and supplier of mobile phone services for this year’s festival. “FESPACO, the largest African The Pan-African film and television festival of cultural festival, is important to us and our customers and Ouagadougou, created in 1969, has, according to its entry therefore we are proud to be a part of this festival.” in Wikipedia, “evolved into an internationally recognized and respected event in not only the African continent but in Many of Africa’s top film makers were competing for the the world at large. At the third festival in 1972, it became by prestigious Étalon de Yennenga – or Golden Stallion – awarded governmental decree FESPACO (Festival Pan-Africain du to the film that best captures the realities of Africa. Other Cinema et de la Television de Ouagadougou). That year, the prestigious awards included the Oumarou Ganda Prize, given first official winner of the best film award was Le Wazzou for the best first film, and the Paul Robeson Prize for the best Polygame by Oumarou Ganda of Niger.” film by a director from the diaspora.

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Chabi Kao Christiana, Winner of the Human Rights prize for Les Inseparables. Below: Ghana’s Kodjo Antwi wows the crowd

MAIN PRIZE WINNERS • Étalon de Yennenga – Haile Gerima (Ethiopia), Teza • The Zain prize for the promotion of African culture – Haile Gerima (Ethiopia), Teza • The Human Rights Prize – Chabi Kao Christiana (Benin), Les Inséparables • The City of Ouagadougou Prize – Ahmed Atef (Egypt), Les Démons du Caire • The United Nation Prize for the Promotion of Child’s Rights’ - Missa Hebie (Burkina Faso), L’As du Lycée

This year, Zain, in partnership with Radio France International (RFI), enabled movie enthusiasts to vote for the RFI prize, which went to Burkina Faso’s Missa Hebie for L’ As du Lycée, by SMS voting.

Zain also established a prize worth 2,000,000 CFA ($4,000) for The other winners of the more than $100,000 worth of prize the film that best promoted African culture. It was won by money at the 21st FESPACO were announced on March 6th at a Ethiopian film director Haile Gerima, whose film, Teza, also won ceremony held at the Azalai Hotel in Ouagadougou. They the Etalon de Yennenga. included The Human Rights Prize, which was awarded to Chabi

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Above and below: The color and energy of the opening ceremony of the 21st FESPACO in Ouagadougou

Kao Christiana from Benin for Les Inseparables. The City of FESPACO’s General Manager Michel Ouédraogo. “We would like Ouagadougou Prize went to Ahmed Atef of Egypt for Les to thank Zain group, which has had a big impact on the festival Démons du Caire, while the United Nation Prize for the with its employees’ dynamism and its shimmering colors.” Promotion of Child’s Rights’ was awarded to Burkina Faso’s Missa Hebie for L’As du Lycée. For his part, Managing Director of Zain in Burkina Faso, Mouhamadou N’Diaye, announced his pleasure at being an “For the first time in history of this festival, we want to pay official partner of the festival. He reaffirmed Zain’s support towards tribute to our partners who contributed Special Prizes,” said arts and cultural in Burkina Faso and throughout Africa.

29 CHAOS APRIL 2009 CORPORATE SPIRIT Because they care Zain moves quickly to help Palestinian civilians in Gaza

hen, on December 27th 2008, war came to the 1.5 the body of the text. Upon receiving this SMS, Zain Bahrain million Palestinians living in Gaza, all Zain’s 22 donated BD 1 ($2.65) to support Gaza’s civilians and Woperations swung into action as it became electronically debited the sender’s account. apparent that many people in the densely populated territory would die, suffer injury or lose property. Members The second aspect of Zain Bahrain’s effort to aid those of the Zain family did not hesitate to lend a helping hand suffering in Gaza involved direct donations of goods. Zain from the very beginning of the conflict. Bahrain helped the public support those in need by placing donation boxes for essential medical supplies and clothing In Kuwait, Zain initiated a ‘Donations for Gaza’ campaign, at various malls and its own stores across the Kingdom. which allowed customers to call or send a text message to pledge money for those in need. Zain in Saudi Arabia cut “Anyone could place their donation of new clothing, rates to Palestine by 50% and dedicated a number to blankets or unused medical supplies in these boxes, and donate money. Zain in Jordan donated JD 100,000 Zain Bahrain would sort through the donated goods and ($141,000) to a national solidarity campaign for Gaza. pack them for delivery to charities and NGOs working in Gaza through the Bahrain National Committee for the Zain in Bahrain took a three-pronged approach to aiding the Support of Palestinians in Gaza,” explained Corporate people of Gaza. The company worked closely with the Bahrain Communications Manager Samya Hussein. She also National Committee for the Support of Palestinians in Gaza thanked Aramex, the courier and logistics company, for chaired by Sheikh Nasser Bin Hamad Al Khalifa, president of supporting the initiative and arranging for professional the board of trustees of the Royal Charity Organization. packing assistance.

It launched a charity donations campaign, allowing the “Aramex believes in community involvement, and we are public to show their support and donate to the Palestinian happy that our excellent regional network and professional people by sending an SMS to 1111 with the number 1 as services are being put to such good use in delivering the

Zain in Bahrain took a three-pronged approach to aiding the people of Gaza. The company worked closely with the Bahrain National Committee for the Support of Palestinians in Gaza, raising money, donating goods and even holding a bowling contest to raise funds

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supplies collected by Zain Bahrain to the needy in Gaza,” said Aramex’s Bahrain Country Manager, Samer Marei. Zain in Jordan donated JD 100,000 ($141,000) to a Finally, Zain Bahrain and the Awali Bowling Club sponsored a bowling tournament dedicated to aiding the victims in national solidarity campaign Gaza. The 20-day tournament began on January 18, the same day both the Israelis and Palestinian factions in Gaza for Gaza. In Kuwait, Zain announced unilateral ceasefires, and raised BD 9,500 ($25,210). initiated a “Donations for Gaza” campaign, which “We are thankful for Zain Bahrain’s noble and humanitarian actions, and we extend our gratitude to its loyal customers for allowed customers to call or taking part in this initiative endorsed by His Majesty King Hamad Bin Isa Al Khalifa,” said the Royal Charity send a text message to Organization’s Secretary-General Dr. Mustafa Al Sayed. pledge money for those in “Zain Bahrain has always believed in playing an active role need. Zain in Saudi Arabia cut in community initiatives,” said Zain Bahrain’s General Manager Mohammed Zainalabedin. “Campaigns like this rates to Palestine by 50% and one for Palestinians in Gaza help us harness the power of compassion among both our staff and our customers and also dedicated a number to contribute to a deserving cause. We are proud to support the Palestinian civilians living in such traumatic instability. donate money We pray that their grief will ease soon.”

31 CHAOS APRIL 2009 CORPORATE SPIRIT More than 5 million reasons to be cheerful Zain in Sudan’s customer base grows by 150% in three years and coverage is expanding throughout the country

s of December 2008, Zain Sudan, which began operations in February 1997, had over 5 million loyal Aand satisfied customers. To mark the milestone, on January 5th 2009, celebrations were held in each of the four corners of this vast country, proving that 2008 was truly a year of expansion.

The achievement is all the more impressive when one considers that, in February 2006, when Zain acquired the remaing 61% of the Sudan operation, known as Mobitel, the customer base was only 1.9 million. In three years, it has grown by 150%.

Sudan is the largest country in Africa and the Arab world, and the tenth-largest by area in the world. This wide expanse of territory did not deter Zain’s event organizers. In eastern Sudan, celebrations were held in Suakin and Port Sudan on the Red Sea coast. In the north, partygoers came to Wadi Halfa and Abri. In the far west, Zain organized an event in Al Junaynah. In the south, an equally impressive While some areas are remote and lack proper roads, Zain’s celebration was held in the southern capital, Juba. network means residents are no longer isolated from the rest of the country. In these cities, Zain demonstrated its solid commitment to the region in terms of coverage, The celebrations did more partnership in development and community advancement.

than offer people a good Prominent singers and performers helped Zain to celebrate in style. But the celebrations did more than offer people a time. They were a signal to good time. They were an important signal to all of Sudan’s all of Sudan’s people that people that to Zain, even the most remote village is as important as the biggest city. All customers matter equally, Zain sees even the most wherever they live.

remote village being as On January 16th 2009, Zain Sudan reached another important milestone by launching services in the southern important as the biggest state of Western Equatoria, where an inaugural party was city. All customers matter held in the presence of State Governor Jemma Nunu Kumba (opposite) and Deputy Governor and Minister of equally, wherever they live Information and Communications Joseph Ngere Paciko also came to welcome Zain and celebrate.

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Edwin Bandima, Zain South Sudan’s project manager, told the audience that Zain is committed to providing modern, practical and affordable services to all Sudanese, regardless of where they live, and took the opportunity to highlight Zain’s groundbreaking ‘One Network’ service.

But that is not all Zain Sudan has to offer in Western Equatoria. It provides high-speed internet and, for the first time in the state’s history, residents now have multimedia messaging service. Governor Kumba expressed hope that Zain’s launch in Western Equatoria will help its residents stay in touch with family in far-off places and facilitate economic development in the state.

“The use of mobile telephones in Western Equatoria should not be for gossiping and supporting domestic violence, rather it should be for creating harmony and enhancing the socio-economic livelihood of the people of the state,” said Governor Kumba.

Minister Joseph Ngere Paciko praised the quality of services Zain Sudan provides and invited traders and farmers to make good use of the newly introduced services. He also warned that “the business community in the southern state should not overcharge customers for SIM and airtime cards. They should sell these services at the company price.”

33 CHAOS APRIL 2009 CORPORATE SPIRIT

A night to remember: P Square entertain the audience at the MTV Africa Awards Big MAMAs Zain in Nigeria’s Erhumu Bayagbon sees Zain and MTV rock the house and honor top musicians from around the world

n a cool, breezy November night, Zain Nigeria presenter stepped on stage to kick off the celebrations, no sponsored the 2008 MTV Africa Music Awards, or one in the crowd knew that one of Nigeria’s funniest men, I OMAMAs. This big-budget musical spectacular was Go Die, was on the prowl. Decked-out in a dark suit, he Zain’s way of identifying successful African artists and strolled onto stage and started the night with a laugh. With rewarding them for placing Africa on the world music map. his bizarre sense of humor, the comedian from the oil-rich Niger Delta region, set the mood for a night of fun. Some of the finest artists from the continent and beyond came to the award show, including Kelly Rowland, The Seun Anikulapo Kuti, an African instrumentalist and Game, Samini, HHP, Jozi, P-Square, 9ice, D’banj, Naeto C unrepentant advocate of the Afrobeat musical genre, took the and Asa, among others. stage after I Go Die’s performance. Kuti, son of Afrobeat pioneer Fela Anikulapo Kuti, did himself and his father proud as Hosting the event was MTV’s Trevor Nelson, who began his he energetically showcased a performance in the style his father career as a DJ on pirate radio. But when the handsome made famous. For about ten minutes, the young musician and

34 CHAOS APRIL 2009 MAMA winners received an iconic ‘golden microphone’ trophy featuring a retro pop microphone emerging from a globe with the African continent on top

Glamorous host: Trevor Nelson with the Golden Microphone trophy

MAMA winners received an iconic ‘golden microphone’ trophy, featuring a retro pop microphone emerging from a globe with Glittering: Kelly Rowland sparkles backstage at the awards the African continent placed triumphantly at the top. his large back-up band engaged the audience with electric The award show also paid homage to two of Africa’s late, notes and African rhythm. Indeed, there was no better way to great artists: Miriam Makeba and Fela Anikulapo-Kuti. kick off a celebration to honor African talents. Makeba, known as Mama Africa, was a loved and respected singer and civil rights activist from South Africa. She passed The award presentation portion of the ceremony started away on November 10, 2008, just days before the ceremony. stylishly when popular Nigerian soccer star Jay-Jay Okocha Tears ran down the cheeks of many faces in the crowd climbed the stage to present the first award. Fashionably during a slideshow and documentary highlighting Makeba’s dressed with diamond studs dangling from his waist, the life and her contribution to African music. former captain of the national team wasted no time announcing D’banj as the artist of the year. Kuti, who died in 1997, was famous for his skill on many instruments. He was also a composer, human rights activist and Many Nigerian artists went home smiling that night. political maverick. The audience sat soberly as they watched a Ikechukwu took home the best video award, while 9ice was documentary detailing his life, music and struggle. crowned the best hip hop artist of the year. Naeto C clinched best new artist of the year award, and P-Square After the somber moments of remembrance, the show was named the best group of the year. featured several performances from top artists. The hip hop group P-Square wowed the audience with energetic dance Other artistes that left the Velodrome happy were: Seether styles as they bounded across the stage. Then, as it (best alternative), Wahu (best female artist), Jozi (best live appeared they were almost finished with their performance, performer) and Alicia Keys (best RnB). Jozi burst onto the stage, thrilling the audience with well-

35 CHAOS APRIL 2009 Seun Anikulapo Kuti accepts an award on behalf of his legendary father Fela Kuti choreographed dance steps. Jozi and P-Square engaged in an exciting dance battle as the crowd cheered.

The American artist Flo Rida also had his time on stage. The well built rapper roamed freely around the stage, titillating guests with his hip hop flows. Nigeria’s 9ice and South Africa’s Cassette also showed their stuff as they rocked the Velodrome with breathtaking performances.

Renowned Nigerian artist Asa took the celebrations to a new level with a rendition of her popular song, Mr. Jailer. Maintaining a calm appearance, the artist strolled across the stage with a hand in her pocket, dishing out cool melodies. South African hip hop artist HHP later joined her on stage, and they offered a double dose of talent.

Undoubtedly, the evening’s pinnacle came when Kelly Rowland, the former member of Destiny’s Child, took to the stage. She wowed the crowd with her soulful style, and the crowd went wild when Naija Boy and D’banj joined her on stage.

After the three-hour show, guests danced the night away at an after party. Rich in concept, performance content, and filled with some of the world’s top artists, the show proved to be the first of its kind to grace the African continent.

Erhumu Bayagbon is a PR specialist in the Corporate Communications Team Just happy to be here: South African hip hop artist HHP

36 CHAOS APRIL 2009 Your world of laughter...

Fun is all around us. Share moments with close friends and family with Zain’s innovative products and services. Celebrate good times with those you love the most with your leading mobile service company.

www.zain.com A wonderful world CORPORATE SPIRIT Pilgrims’ progress Roaming-free outgoing and incoming calls allow pilgrims from the ‘One Network’ countries to stay in touch with friends and loved ones during the annual Hajj

n December 2008, Zain announced that 760,570 pilgrims on the annual Hajj held each year in Mecca made Ioutgoing calls free from high roaming surcharges and received free incoming calls on the new, hi-tech Zain in Saudi Arabia network using the revolutionary ‘One Network,’ the world’s first borderless mobile telecoms service. The figure represents 45% of the estimated 1.7 million overseas visitors who participated in the world’s largest pilgrimage.

Zain KSA’s operational records indicated that pilgrims from all the other ‘One Network’ partner countries – 15 at the time – utilized the complimentary service to stay in touch with friends and family. The largest users by country were from Jordan (250,340), Nigeria (205,330), Sudan (163,260), Niger (43,160), Bahrain (34,980), Kenya (32,520) and Chad (22,390).

“It is extremely gratifying for Zain that the ‘One Network’ service provides an affordable and effective way for pilgrims to keep in touch with loved ones,” said a delighted Zain CEO, Dr. Saad Al Barrak. “In linking two continents, One Network helps fulfil our promise to deliver to our customers a unique and rewarding Zain brand experience through the services we offer.”

Zain KSA said that it had completed all technical preparations and the launch of all services and social activities for the (1429 H) Hajj season inside the Holy Places and the pilgrim gathering points. For this purpose, Zain KSA mobilized all technical capabilities and manpower to achieve the highest quality of services in addition to meeting all pilgrims’ requirements so they could remain connected with their families wherever they were. to support G2 and G3 technology. The COWs were equipped and distributed to provide comprehensive 1.5 million customers used its Holy Places network to make coverage in all pilgrimage sites, such as on bridges, local and international calls simultaneously with high voice buildings, inside tunnels and in narrow passages. Zain also quality, using the more than 210 ‘Cells On Wheels’ or COWs enhanced its network throughout the Holy Places with SDH

38 CHAOS APRIL 2009 Hubs and living quarters – as it did in Mena and Arafat – for field teams dedicated to maintaining service for the pilgrims. 45% of the estimated 1.7 Following the launch of its services in the Kingdom last million overseas visitors, who August, a special team worked for more than six months to reach a high level of service in both Mecca and Medina participated in the world’s during Ramadan. Zain also created a crisis management center in its Mecca office, including a field team equipped largest pilgrimage, used the with more than 30 motorcycles for rapid transportation revolutionary service offered within the Holy Places. by Zain KSA, allowing them Moreover, in an attempt to keep pilgrims connected with their families abroad and with other pilgrims, Zain KSA, to stay in touch with friends using 100 authorized salesmen in the Holy Places, launched its widely-available Hajj Line, a prepaid line of SR40 with and family without incurring SR50 credit balance. roaming charges

The offer included a 20% discount on international calls for the top-10 countries by number of pilgrims and all Arab countries, as well as a discounted tariff of 40 halalas per Zain KSA is committed to supporting the efforts of the minute for calls made from a Hajj Line to another Hajj Line. government of the Kingdom of Saudi Arabia to make the Hajj better for pilgrims. Zain also introduced Urdu to the automatic answering system and launched a series of SMS messages, creating awareness Zain KSA also participated in the exclusive Diamond and offering advice on the rituals of Hajj and administrative Sponsorship of the media campaign for the 1429 H issues – passport, civil defense, and security – on electronic implemented by the Mecca Governorate under the panels. Finally, Zain provided and distributed more than half a auspices of HRH Prince Khaled Al Faisal, Governor of million bottles of drinking water to thirsty pilgrims. Mecca.

39 CHAOS APRIL 2009 CORPORATE SPIRIT

Rewarding an African role model Malawi’s Hazel Warren,finalist on reality television show Big Brother Africa III, is feted by Zain as an example to all!

oon after leaving the Big Brother House, where she “We wanted to reward Ms. Warren for being an exemplary missed out on the coveted $100,000 grand prize by a woman role model on Big Brother Africa,” said Sales and Swhisker, Hazel Warren visited the Zain in Malawi head Distribution Director, Saulos Chilima, who added that the office in Lilongwe where staff and management showered company’s generosity was in line with Zain’s commitment to her with goodies. promoting arts and culture. “She represented Malawi by portraying it in the right frame. We also thought it fitting to The goodies? Zain splurged Warren with an equivalent cash be identified with Hazel because, as a company, Zain donation of more than $7,000, a top-of-the range handset supports the arts and culture and our aim is to open up an and a Zain SIM card, plus 100,000 units of talk time! exciting ‘wonderful world’ for young talents like Hazel. Big

40 CHAOS APRIL 2009 Warren is now a celebrity in many circles across the continent and highly regarded as a role model. She said she was pleased that the gifts from Zain came on December 1, World AIDS Day

Brother gave a spectacular display of various African cultures, including our own.”

Big Brother is a reality television show in which a group of people live together in the Big Brother House, isolated from the outside world, but continuously monitored by television cameras. Each season usually lasts for around three months, and there are usually fewer than 16 participants. The housemates try to win a cash prize by avoiding periodic evictions from the house.*

Zain was the first company in Malawi to reward the Big Brother Africa III finalist upon her return from location in South African. For her part, Warren is now a celebrity in many circles across the continent and highly regarded as a role model. She said she was pleased that the gifts from Zain came on December 1, World AIDS Day.

Warren abstained from sex while in the House – a major pitfall for previous housemates. “I am glad this donation coincided with World AIDS Day, as this gives me the opportunity to advocate abstinence, which is the best remedy in the wake of HIV/AIDS. While in the House, I wanted to project a positive example to the youth - that you can be your own person and still be cool.”

During the visit to Zain, Hazel was accompanied by her mother and another housemate, South Africa’s Thami. The BBA III pair shared happy moments with Zain staff, posing for pictures and smiling. * Source: Wikipedia

41 CHAOS APRIL 2009 CORPORATE SPIRIT

A King’s reward Zain in Jordan is awarded the Al Hussein Decoration for Distinguished Contribution

n February 16, in the Jordanian capital Amman, His Majesty King Abdullah II (opposite left), on Othe occasion of his birthday and in the presence of key figures from the public and private sectors, awarded Zain Jordan the Al Hussein Decoration for Distinguished Contribution (First Order). The medal was in recognition of the company’s efforts in serving the Kingdom and the local community through its many corporate social responsibility initiatives.

An official statement from the Royal Court said that Zain had been honored for the vital role it plays in supporting the local community, highlighting the JD 25 million Zain has contributed so far – the most recent being the JD 450,000 given to the Teachers’ Housing Project – as well as the 42 university grants given each year to underprivileged yet over-achieving Jordanian students. Zain has also raised JD 700 million over the past five years to fight cancer.

Zain has provided 143 scholarships in the past five years since the founding of the Zain Education Fund. It has also established the Mobile Maintenance Center and is a major supporter of the ‘Madrasati’ initiative for the upkeep and development of state schools, launched by Her Majesty Queen Rania Al Abdullah. and will serve as a strong incentive to continue with our Zain also supports Jordanian sports and plays a vital role in plans to strengthen the economic and social development identifying and developing youth talent, through the Zain of the Jordanian people,” he said, adding that Zain would basketball teams, the sponsoring of Al Faisali and Wehdat launch further social initiatives, especially in the fields of teams and Zain’s ‘Harat’ initiative, through which it helps the health and education. youth in underprivileged areas around Jordan develop their soccer skills. Zain Jordan’s General Manager, Dr. Ahmed Al Shatti (above right), expressed the company’s pride in receiving this “We take this opportunity to salute His Majesty King honor. “We were honored by His Majesty King Abdullah II Abdullah II for the great efforts he is making in transforming when he visited the company’s headquarters in 2006, and the Jordanian economy,” said Zain Group CEO, Dr. Saad Al today, two years later, we receive further recognition of the Barrak, commenting on the award. company’s efforts in community service,” he said, adding, “Zain’s vision is based on innovation, development, making “There is no doubt that this medal will add much to the a difference and a belonging to society which is embodied company during the course of our work in the Kingdom in its slogan, ‘A wonderful world’.”

42 CHAOS APRIL 2009 Every 1 second 4 mothers are born worldwide.

With every child born, a mother is as well. On this momentous occasion, Zain would like to take the opportunity and wish everyone a very Happy Mother’s Day. CORPORATE SPIRIT

Reaching out in partnership across a nation Zain increases telephone access and creates jobs in rural Madagascar

ince April 2008, Zain in Madagascar, in partnership with IFC (a member of the SWorld Bank Group) and the Malagasy Government has participated in ‘Village Phone,’ a program to increase telephone access in Madagascar’s rural areas, while at the same time promoting entrepreneurship and creating jobs. The official launch event was held in Mahavelona th on November 28 , 60 km outside the capital, Antananarivo.

The Village Phone Program links Zain with rural entrepreneurs who sell airtime on its networks, but who are outside the actual coverage footprint. Zain provides the hardware to amplify the signal, the solar chargers and other necessary equipment in a pack to the entrepreneurs, while “The telecommunications sector is extremely important for IFC helps design and manage the program and micro- the continued development of Madagascar’s economy,” finance institutions provide funding to Village Phone said Zain Madagascar Managing Director Ihab Al Fouly operators. Since operations began in April 2008, Zain (opposite) at the launch. “This program enables Zain to Madagascar has installed some 800 Village Phone dramatically extend telephone services to previously Operators (VPOs), providing access to telephone services isolated and secluded areas in Madagascar and help bring to more than 800,000 people in rural Madagascar. livelihoods to people.”

VILLAGE PHONE SUCCESS STORIES #1 his life changed. He did not need to travel and SAVING TIME AND FINDING WORK could be contacted by companies. He is now The Ramarokoto family lives in Ambohipiraisana, a working in Fianarantsoa’s wine industry. village in the south of Madagascar, 90 km from Fianarantsoa. The village has a good production His father, meanwhile, was able to improve his turnover capacity of bananas and coffee but has little because clients could now order by phone. “I feel a real communication infrastructure and bad roads. improvement in my family’s life,” said Mr. Ramarokoto. “My sons can work, my business is picking up, I can Once the area got network coverage, the send my youngest daughter to university in Ramarokoto family bought a mobile phone. It Antananarivo and I can call other members of my family proved a great help for the son, Hery, who was scattered all over the country.” looking for a job in neighboring towns. Before he got the phone, he had to travel a lot and missed But the Ramarokoto family agrees that the most many opportunities because companies could not important advantage of the mobile phone is that it contact him in time. With the family mobile phone, saves them time.

44 CHAOS APRIL 2009 The Village Phone Program builds upon IFC’s existing relationship with Zain across several countries in Africa. In 2007, This program enables Zain to IFC provided loans to Zain subsidiaries in the Democratic Republic of Congo, Madagascar, Malawi, Sierra Leone and dramatically extend telephone Uganda to help expand and upgrade mobile networks. services to previously isolated The launch event (opposite) was attended by Minister of and secluded areas in Economy, Trade and Industry Ivohasina Razafimahefa, the Director of ICT Development (Ministry of Madagascar, helping bring Telecommunication) Olivier Robinson and the IFC Executive Vice President and CEO Lars Thunell, who was in livelihoods to people Madagascar on a three-day visit to highlight IFC’s commitment to the country. His agenda included meetings with key IFC development partners and government VILLAGE PHONE SUCCESS STORIES #2 officials, including the then President Marc Ravalomanana. SAVING A LIFE Ando is studying at the University of Antananarivo, “The Village Phone Program demonstrates our innovative the capital. She lives alone while her family lives in partnership with Zain and how we are working together to Ampombolava, a rural village in 600 kms from the support the role of information and communications capital, but her father Léon visits her once a month. technology in Africa’s development,” he said. In May 2008, she was hit by a car and was rushed to hospital with no money to pay for treatment. This year, by establishing 5,000 VPOs, the program aims to bring phone access to 3 million people currently outside Thanks to the Village Phone, she could call her father. “I coverage plans and who are deprived of electricity. Village was able to contact a cousin living in Antananarivo to go Phones, as a development catalyst, will be a first step for to the hospital and help her,” said Léon. Before the rural entrepreneurs towards providing other and more Village Phone Program, the population of Ampombolava sophisticated services like rural information, trade had to walk 17 kms to the nearest phone. information, internet and eventually money transfer services.

45 CHAOS APRIL 2009 CORPORATE SPIRIT Taking the expressway to economic excellence Zain in Nigeria and the British Council help create a pool of highly-trained young managers and entrepreneurs

igeria is in a hurry to climb the economic and businesses. The alliance also gave a chance to senior development mountain as the country decides how managers to upgrade their skills. Nbest to tap into its huge human and economic potential. Its goals are clear about paving the way to Known as ‘Management Express’, the program involves a economic and social development, with its gaze firmly fixed battery of lectures which focus on many areas of management on 2020 as the target date for joining the top 20 global and entrepreneurship. It is a unique and bold attempt to raise a economies. Many businesses are hastily positioning for this large army of competent and highly productive managers. big move, but there is still a glaring need for young professionals and entrepreneurs with the right management Zain Nigeria believes the program will help the participants skill sets to propel this vision. improve themselves, their businesses and the local economy. This is a demonstration of Zain’s determination to With this in mind, last year, Zain Nigeria and the British fulfil its brand promise of creating ‘A wonderful world’ for Council, a global organization committed to connecting the youth and the young-at-heart. people with learning opportunities and creative ideas, formed an alliance to help young professionals develop The British Council developed the program in response to their management and leadership talents. The idea is to market research it conducted in 2005 among customer facilitate the emergence of a new generation of young groups that shed light on the need for affordable Nigerians capable of filling key managerial positions, and professional and personal development opportunities in the young entrepreneurs capable of running successful area of management and leadership in the country.

The program will end later this year with lots of enthusiasm and the expectation that Management Express will have helped Nigeria’s quest for business development and general economic growth by 2020

46 CHAOS APRIL 2009 Both organizations maintain that the collaboration provides the missing synergy needed to drive up the development of young Nigerian professionals and entrepreneurs. Additional Zain Nigeria believes the benefits include the promotion of career advancement, program will help people through learning from resources related to professional courses to learning about on-the-job features. Management improve themselves, their Express combines a breakfast meeting for young managers with more formal workshops and a mentoring component businesses and the local designed specially with aspiring managers and entrepreneurs in mind. Periodically, both programs hold economy. Zain is determined meetings in cities such as Lagos, Abuja, Kano and Enugu to to fulfil its brand promise of broaden the reach of initiative. creating ‘A wonderful world’ for The scope of the lectures is deliberately wide and varied, with topics ranging from basic management skill youths and the young-at-heart development to customer attraction and retention; public relations; entrepreneurship development in a developing economy; how to take advantage of marketing Africa and currently Director-General of Kaduna Business opportunities; changing marketing communication: the e- School, Nigeria. marketing concept; and the implications of the global economic crisis for businesses in developing economies. The results have been tremendous. Participants say the program has been a huge blessing for the Nigerian Leading business experts and academics, particularly from economy, raising future stars of business and ultimately the the United Kingdom, provide the fuel that drives interest in boardroom. They include Bukoye Oyebanji, an Abuja the program. Martin McEwan, a director at McEwan Hackett construction firm executive; Ibrahim Ahmed, an International Marketing, an international consultancy firm, entrepreneur; Uju Ogboh, a manager with First Bank of and Ruth Herman, an international public relations Nigeria; Tina Isiguzo, a final year student of the University of specialist, were both able to draw on into their broad Jos and Imora Ekonu, an aspiring manager. experience in management training in various cultures. These experts were complemented by Nigerians, such as The programme will end later this year with lots of Dr. Dahiru Sani, former Management Consultant for World enthusiasm and the expectation that Management Express Bank Project in Nigeria, lecturer at the Global Business will have helped Nigeria’s quest for major business School and Wits Business School, Johannesburg, South development and general economic growth by 2020.

47 CHAOS APRIL 2009 CORPORATE SPIRIT

Creating a new generation of women entrepreneurs Zain KSA’s remarkable and empowering project that gives many women a real sense of worth

ain in KSA’s corporate social responsibility (CSR) applications and products and services. Zain also provided activities focus on three main areas: youth, education them with the necessary stationary, tools and equipment Zand employment. The latter is designed to serve the to begin selling those products. The results were the community with a keen focus on women, who represent staggering. After two months, they recorded sales of more more than half of the kingdom’s population. As a result, My than SAR 194,000 ($52,000) by selling only prepaid and Project Zain, an initiative designed to create small business scratch cards. opportunities for less-advantaged women by training them to sell Zain products and services from home, was born. The A full-blown project will be expanded into other cities, such as project will help an estimated 10,000 families over five years. Riyadh, Dammam, Mecca, Medina and other locations in the Kingdom, where it is hoped that 2,000 women each year will A pilot project was initiated in late September 2008, when be recruited into the initiative. They will need considerable Zain selected ten women in Jeddah and gave them three help and Zain has set up centers to provide technical support days of intensive training on Zain culture, mobile to this army of budding women entrepreneurs.

48 CHAOS APRIL 2009 “The project is a model that reflects the coexistence of Zain and knowledge of Excel. I also told her that I was a housewife with the community,” said Dr. Marwan Al Ahmadi, CEO of with no real work experience but that I did sell honey from my Zain KSA. home. That was enough to convince her. She wanted people who could work from home, selling SIM cards. ONE WOMAN’S STORY “When I got divorced, I was worried about the future of my The first step was a three-day course during which we learned six children. I wanted custody, but I was not sure I could about the company’s principles and strategies. We learned afford to raise them. I am not highly-educated and couldn’t about problem solving and sales techniques and about Zain’s enter into full-time employment and be a full-time mother. I commitment to serving all societies and the welfare of its staff. had to think of alternative ways to generate income without going into debt. A system was established whereby we could buy SIM cards at the same price as the large distributors. Zain specified a I started selling honey from home. The income was good but I day for us to visit the distribution company and get to know wanted other, more lucrative projects. It was then that my the people we would be dealing with. Dr. Azizah was always sister called me and told me about Zain and I met Dr. Azizah there for us. She followed up on our progress, encouraging Al-Ahmadi. I told her I had a high school certificate, an ICDL us and helping us overcome obstacles at every turn. certificate, a good level in English, computer printing skills It took three months to recover the capital and make a profit. Now I’m selling mobile phones with SIMs whereby I “Zain makes me feel encourage the customer to buy Zain SIMs, offering special important and I feel good offers on phone units as incentive. The most important thing is that the project has not that I am serving the distracted me from raising my children. Zain makes me feel community, a role contrary important and I feel good that I am serving the community, a role contrary to the picture society paints of the to the picture society paints dependent divorcee. I wish that every large company could follow Zain’s example in providing services for those in need of the dependent divorcee” of help, especially divorcees, widows, orphans and everyone who has a family to support.”

49 CHAOS APRIL 2009 CORPORATE SPIRIT

At last: education gets a facelift at 71 Zain in Zambia rehabilitates school through the company’s ‘Build Our Nation’ program

The pupils struggled. They could not learn if they were very working day,* Nason Kabangisha rides his bicycle for nine kilometers to reach the Kafubu Farm Bloc scorched by the sun, but it EBasic School he runs on the outskirts of Ndola. If the was worse during the rainy bicycle has a puncture and he has no money to mend it, the 44-year-old headmaster walks for one and a half hours to season when they got reach his destination. “I have been walking and riding my bicycle to the school for the past three years now. That’s the soaked. In fact, the school way it is. I am used to this kind of life,” he says. had not been rehabilitated But Mr. Kabangisha is passionate about his school and dedicated to his work. When he first moved to the since 1937 when it was built institution, he organized a Parent-Teacher Association (PTA) meeting to find solutions to the school’s run-down But through the passionate efforts of its head teacher, the condition. “The school had only a few desks and some school sent out an SOS to private companies. It was not classrooms had no roofs,” he said. long before Zain Zambia responded by rehabilitating three classroom blocks and donating 59 desks to the school at a The 520 pupils were struggling. They could not learn if they cost of K111 million, through ‘Build Our Nation,’ a program were scorched by the sun - and it was worse during the that aims to transform communities. rainy season, when they got soaked. In fact, the school, which was originally opened under a self-help project in Now Kafubu Farm Bloc Basic School has now joined the list 1937, had never been rehabilitated in seven decades. of many schools in Zambia that have benefited from Zain’s

50 CHAOS APRIL 2009 Zain is committed to the elimination of barriers that prevent children from enrolling and remaining in school. This commitment is in line with Zain’s brand promise of creating ‘A wonderful world’ Most of them rely on growing vegetables to feed their families and send their children to school. But with the development of a rehabilitated school in the area, it is hoped that pupils, through a better education, will be able corporate social responsibility. “We have given and we will to lead better lives than their parents. continue to offer support to needy institutions of learning through partnership with the government,” Zain Zambia “I want to become a nurse when I finish school,” said Judith managing director David Holliday said during the handover Kampumbe, a grade seven pupil at the school. “Caring for of the rehabilitated school. people is something that I always dreamt of.” Judith is only 13 and lives with her parents. She is grateful to Zain for Mr. Holliday reaffirmed his commitment to contribute to the rehabilitating the school, saying she and her classmates are elimination of barriers that prevent children from enrolling now motivated to work harder. and remaining in school. This commitment is in line with Zain’s brand promise of creating ‘A wonderful world.’ She did however, have one request: “We need school transport to help us network and participate in sports events It is a fact that most children in rural areas have trouble with other schools, like other pupils in urban attending classes due to socio-economic challenges. Most areas.”Nevertheless, the rehabilitation of the school has pupils at Kafubu Farm Bloc Basic School are children of definitely put a new face on the area, something that the Lamba-speaking peasant farmers who have settled in the pupils and the locals alike can be proud of. area after retirement or relocation. They grow maize, finger millet, sweet potatoes and other traditional crops. *From a story originally published in the Times of Zambia .

51 CHAOS APRIL 2009 CORPORATE SPIRIT Circus Maximus Constantine Magavilla explains how yet another thrilling Zain in Tanzania event showed the true spirit of the brand

any things define a brand. Most compelling are the the wilderness but instead were gathered and allowed to experiences one has with it and the memories and expose their hidden beauty. Massociations that stem from those experiences. The HEART that guided these young minds now RADIATES For me, the Circus Mama Africa that Zain sponsored is the through their work and is evident in the sense of BELONGING most compelling example of an experience that reflects the they have in their communities. This to me truly represents the core values of a brand that I wholeheartedly admire. spirit that is Zain - heart, radiance and belonging. These young people, and the organizers of Circus Mama Africa, are Zain. Zain’s Circus Mama Africa was not only the most amazing live show I have ever seen, it also embodied a truth that is Constantine Magavilla is a marketing manager - business hard to deny: that Africa is awake. Circus Mama Africa, a segment, Zain in Tanzania collection of 65 African artists, from musicians and dancers to aerialists and acrobats, put on a world-class show. It was heart- warming to see African performers so thoroughly entertaining the vast crowds.

The show kicked off on November 16, 2008, in Dar es Salaam, Tanzania’s commercial and administrative capital, and stayed there longer than anticipated as demand for tickets was so high.

The artists patiently nurtured their talents and erupted into an undeniable force that delighted all of us. Every time I spoke with the individual artists – and I spoke to most of them – they told me of a desire for something more in life, of using their talents to build better lives and perform around the world. Their words rang with a sense of purpose and fulfillment.

They are the wild flowers I wrote of in my book, Life & You, that could have been abandoned in

52 CHAOS APRIL 2009 One Earth One Network No matter how different we are, we share the same earth, sun, water, air and sky. Today, with Zain, we’re also sharing One Network, a service that allows you to make outgoing calls at local rates, recharge your line using locally purchased top-up cards, and receive incoming calls for free. And since, exclusion has no part in One Network, all Zain lines are automatically switched to this service without the need for activation.

Bahrain | Burkina Faso | Chad | Democratic Republic of Congo | Gabon | Iraq | Jordan | Kenya | Malawi Niger | Nigeria | Republic of Congo | Saudi Arabia | Sudan | Tanzania | Uganda | Now available in Ghana

www.zain.com A wonderful world CORPORATE SPIRIT

Still touching lives Zain re-acquires the management agreement for the Lebanese mobile network

n January 2009, Zain made a successful tender to Icontinue, as ‘mtc touch’, managing one of Lebanon’s two mobile operations for an additional year commencing February 1, 2009 and extendable for one year, as per the new management agreement terms set by the Lebanese Ministry of Telecommunications.

By offering the most competitive price to run the network, Zain, through ‘mtc touch’ in Lebanon, is committed to increasing its customer base by an additional 400,000 as part of a rapid and committed government-funded expansion plan. Currently ‘mtc touch’ has over 950,000 active customers. By offering the most “We are delighted to have won and look forward to consolidating the commitment to Lebanon we started more competitive price, Zain, than four and half years ago,” said Dr Saad Al Barrak, CEO through ‘mtc touch’ in of Zain, commenting on the successful tender. “We look forward to the privatization of the mobile sector and are Lebanon, is committed to hopeful that we can secure a long term license to operate in this promising country.” increase its customer base by

In June 2004, Zain commenced a four year agreement with an additional 400,000 as part the Lebanese government to manage one of the country’s of a rapid and committed two existing mobile networks (Mobile Interim Company 2 – MIC2). In November 2004, the operation was branded as government-funded mtc touch and today it is the only one of Zain’s 22 operations not owned by the Zain Group. expansion plan mtc touch’s employee base is 100% comprised of highly- qualified Lebanese and has dominated the Lebanese mobile Transfer, Roaming on Aircrafts, Data Roaming, electronic market with a 57% share. It also has an ongoing commitment auctions for special numbers, EDGE technology covering all to providing a diversified portfolio of services, such as Credit Lebanese territories and BlackBerry facilities.

54 CHAOS APRIL 2009 Offering a chance Zain in Jordan’s initiative boosts employment opportunities for local youth

s part of its strategy to focus on supporting the local education sector, in 2008, Zain Jordan A special syllabus has also Alaunched the country’s first mobile maintenance been developed by the training center to train students on the maintenance of mobile equipment. With this new center, Zain hopes to company, addressing subjects help ease the high unemployment rate in Jordan and create valuable jobs within the telecommunications that include, among others, sector. ways of dismantling and With 20 students per session, and 160 expected to graduate annually, the course lasts three months and handling mobile equipment includes elements of both theory and practice. and electronic circuits A special syllabus has also been developed by the company, addressing subjects that include, in addition to The initiative to establish the first center for training in the other topics, ways of dismantling and handling mobile maintenance of mobile equipment serves Zain’s main equipment and electronic circuits. Corporate Social Responsibility goals of supporting the local education and youth sectors. Located northeast of the capital, Amman, and launched in partnership with the Vocational Training Center, the Zain The center will also help create jobs while helping address establishment provides training for students under the the need for mobile equipment maintenance services. With supervision of specialized instructors. Upon graduation, with a 90% mobile penetration rate in the Kingdom, mobile trainees are offered a qualifying certificate, giving them a communications play an increasingly larger role in people’s definite edge in the local labor market. daily lives.

55 CHAOS SUMMER 2008 CORPORATE SPIRIT Investing in Kuwait’s leaders of the future Zain in Kuwait supports the NUKS USA 25th Silver Jubilee conference in Washington D.C. here are over 2,000 Kuwaiti students studying in universities across the US, attracted by the high Tquality of American educational establishments. Studying in another country can be an enriching and rewarding experience, but many of these Kuwaiti students still face the challenges of adapting themselves to a different culture, while preserving their own traditions and missing their families. They will, however, return home, having acquired adaptive skills and learned about another culture, an experience that will give them an edge they will carry into their professional and personal lives.

The National Union of Kuwaiti Students (NUKS) is a Kuwaiti organization representing students at different universities across the US, where its goal is to make every student feel at home through its activities and programs, as well as help develop their personal and academic skills.

Zain Kuwait was a Diamond Sponsor at the NUKS USA 25th Silver Jubilee conference in Washington in late November 2008. Entitled ‘Together we build our nation’ it was held under the patronage of H.H Crown Prince Sheikh Nawaf Al Ahmed Jaber Al Sabah, and presided over by the Kuwaiti Ambassador to the USA, Sheikh Salem Abdullah Al Jaber.

The NUKS US annual gathering attracts a large number of leaders. It provides a vital opportunity for attendees to students, as well as prominent political, business and media participate in debates and conferences headed by talented and diverse speakers. It also gives students an opportunity to participate in and benefit from the NUKS job fair and enjoy the musical and other recreational activities.

Zain’s participation at the event reinforced its commitment to improving society. Today’s students are the future of Kuwait. When these students graduate and return to their country, they will bring knowledge, skills and innovative ideas from the US education system that will supplement and contribute to the development of Kuwait.

Zain was represented at the event by Zain Kuwait CEO, Khaled Al Hajeri (above), who re-affirmed the company’s commitment to the belief that students are the assets and wealth of a nation and that the sponsorship only reiterates Zain’s dedication to building and developing the future of Kuwait and its people.

56 CHAOS APRIL 2009 We seek the best We expect the best We keep the best CORPORATE SPIRIT

Texting for an icon Zain customers across Africa raise more than $85,000 for the Nelson Mandela Foundation

t was announced in February that Zain customers had Zain to travel to London and participate in the concert, which raised more than $85,000 for the Nelson Mandela was broadcast to more than 1.5 billion people across the IFoundation through a fundraising competition initiated in world and at which Mandela was present. They included 2008, during which members of the public were invited to Kenya’s Suzanna Owiyo, Madagascar’s D’Gary, Uganda’s Bebe SMS their birthday greetings to the former South African Cool and Nigeria’s 9ice. president who was celebrating his 90th birthday and, in doing so, were offered a chance to go to London in late Zain is heavily involved in promoting arts and culture across June to attend the 46664 concert (Mandela’s Robben Island the continent and took this once in a lifetime opportunity to prison number) honoring the statesman. Tens of thousands sponsor the concert and various events associated with the of Zain customers across Africa responded by sending text festivities. The funds raised by Zain’s customers were handed messages wishing Mandela a happy birthday, with the over to the Foundation by Zain Africa CEO, Chris Gabriel. largest number coming from Tanzania, the country that hosted the African National Congress (ANC), when it was in “We are proud that our customers raised this money for the exile for several decades. Nelson Mandela Foundation, which we think very highly of and are honored to be partners with,” said Gabriel, speaking at the Zain was one of the main sponsors of the concert, which was check handover. “We acknowledge the hard work it does organized by Mandela’s 46664 campaign. Many international throughout Africa and feel that its goals are very much in line artists (as well as many of the world’s most powerful and with what Zain stands for. This money, raised solely by our recognizable celebrities) participated in the event, including faithful customers, is proof that Mr. Mandela holds a special many of Africa’s leading musicians who were sponsored by place in the hearts of many across Africa.”

Across Africa, tens of thousands of Zain customers responded by sending text messages, wishing Mandela a happy birthday

58 CHAOS APRIL 2009 When he announced the sponsorship, Zain Group CEO Dr. Saad Al Barrak said, “We are happy to be part of this “In Zain we have found an event honoring Mr. Mandela, a global icon whose sacrifices for the African people are well known to all. It is African partner who shares our in line with Zain’s global ambitions and corporate social responsibility philosophy that we participate in the raising commitment to alleviating the of funds for the Mandela Foundation.” challenges we face on the The funds raised will benefit the charitable organizations continent, notably HIV/AIDS,” established by Mr. Mandela, including 46664, the Nelson Mandela Foundation, the Nelson Mandela Children’s Fund said the CEO of the Nelson and the Mandela Rhodes Foundation, which through their work have sought to bring about change and make a Mandela Foundation upon difference to lives in Africa and elsewhere over the past 14 accepting the donation years. 46664, in partnership with the Nelson Mandela Foundation, will use its portion of revenues to fund community based HIV/AIDS projects in various African The 46664 campaign uses the power of music, countries through its partner, the African Women’s entertainment and sport to convey its message. In South Development Fund. Africa, 46664 is involved in outreach at schools and communities to help prevent the spread of HIV/AIDS. 46664 was launched in Cape Town in November 2003, and its clear focus is in raising global awareness of HIV/AIDS. “In Zain we have found an African partner who shares our Using Mr. Mandela’s Robben Island prison number as its commitment to alleviating the challenges we face on the unique brand, the campaign aspires to symbolize hope, continent, notably HIV/AIDS,” said the CEO of the Nelson justice and resilience in the battle against the pandemic. Mandela Foundation upon accepting the donation.

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Youssou N’Dour: singing for development African music icon lends his name to rural micro-credit initiative

he international singer, Youssou N’Dour (below, also because of the message transmitted by the legendary center), gave his first concert in Kinshasa, DRC, to singer, one that conveyed his support for the micro-credit Tpromote the Ministry of Agriculture’s Birima micro- project and his commitment, through his music and music- credit project, launched in February 2008 - and related projects, such as supporting young artists, to his implemented in 2009 - to allow the underprivileged access country, his continent and the world. to funds to run businesses or small holdings. A second concert for the general public took place at Hall The VIP event, held at Kinshasa’s Grand Hotel was a huge de la Gombe, at the French Cultural Center, in front of success, not only due to the quality of the performance, but thousands of fans to promote Zain’s ‘wonderful world’ values and the already strong sense of culture and music in Congolese society.

Born in Dakar, Senegal in 1959, N’Dour is, according to Wikipedia, “one of the most celebrated African musicians in history. A renowned singer, songwriter, and composer, Youssou’s mix of traditional Senegalese mbalax with eclectic influences ranging from Cuban samba to hip hop, jazz, and soul has won him an international fan base of millions. In the West, Youssou has collaborated with musicians Peter Gabriel, Axelle Red, Sting, Alan Stivell, Bran Van 3000, Neneh Cherry, Wyclef Jean, Paul Simon, Bruce Springsteen, Tracy Chapman, Branford Marsalis, Ryuichi Sakamoto and others. In Senegal, Youssou is a powerful cultural icon actively involved in social issues.”

60 CHAOS APRIL 2009 “ ” Your love has simply made us speechless. Happy valentine. CORPORATE SPIRIT New kid on the block Chaos by Design catches up with Rene Meza, the youthful Zain in Kenya MD

araguayan Rene Meza has spent over a decade working passionate and highly motivated people in June. The in the telecom sector in Asia, Africa and Latin America. In rebranding was with no doubt a very exciting experience, PJune 2008, he was appointed managing director of Zain becoming an established global brand across 22 countries Kenya (then Celtel Kenya) a move that made him, at 32, the in the world. The introduction of our different offers was youngest mobile operator MD in the history of the industry. A also very enjoyable, starting with our Kshs 3 campaign in late keen music lover and guitarist, he graduated in marketing and May 2008 through to our Unlimited Talk Package, Unlimited business administration from Paraguay’s American University. Internet and, last but not least, the Vuka and Club 20 Meza was quick to declare that his new appointment was his initiatives which transformed the mobile industry and changed “proudest moment,” but one that was nonetheless filled with the way our competitors see us. Every moment at Zain Kenya, challenges. He is committed to cementing Zain’s reputation since I joined, has been extremely exciting. among Kenya’s 38 million-strong population and building upon the pioneering example set by Celtel. On taking the reins, he Zain Kenya is the headquarters of Zain’s African immediately announced that Zain would be investing SH 25 operations. What ‘continental’ role do you play and what billion ($350 million) over the next two years to expand and are some of the synergies created with the rest of Zain’s improve the network. Africa operations? Having many Group personnel close by definitely is an Changing from Celtel to Zain across 14 countries was asset, benefiting from all the synergies and know-how from always going to be the main event of 2008. What were the Group. We work closely with and in coordination with the other high points of last year? them in many aspects of making the Kenyan operation Well, personally, one of the most exciting moments was more efficient. Having Bashar Arafeh, the Chief Operating when I joined and became part of this team of nearly 700 Officer of East Africa, close by certainly has its advantages given his experience in many facets.

If there is one unique Can you give us a brief round-up of Zain Kenya’s performance in 2008 in terms of revenues, market share attribute or aspect that and market penetration? 2008 represented a good start to our business turnaround Kenya has as a country, it is and creating a healthy momentum in the market. In 2008, its human resources. I have we became a more relevant player in the mobile industry, offering better value through our new global brand and our worked in four different wide and competitive network coverage. With three mobile operators, Kenya is considered a highly competitive market countries – Paraguay, with a very low ARPU. Nonetheless, Zain took the Kenyan telecommunications market by storm in October 2008 with Pakistan, Tanzania and now the launch of Vuka, a cross-network tariff that saw the Kenya – and I have never company increase its market share by more than 5% in only three months. Furthermore, Zain enhanced its position before seen the level of among corporate and high ARPU customers by being the first to launch BlackBerry Bold on the market. commitment, passion, Kenya had a total of 3.079 million customers at year-end 2008, representing an increase of 46% compared to 2007, ownership and accounting for 5% of Zain’s total customer base. Revenues entrepreneurial mindset the reached $162.4 million in 2008, a 16% decrease on 2007. The operation’s revenues accounted for 2% of Zain’s total Kenyans have consolidated revenues. Zain Kenya had an ARPU of $6 in 2008, the lowest in the Group.

62 CHAOS APRIL 2009 Man on a mission: Zain in Kenya MD Rene Meza is determined to make it happen

We still have a long way to go and we rely on our people to Zain Kenya has been the #2 player in Kenya all along, be both resilient and successful in 2009. despite possessing high potential. How can we reverse the situation? Your career path has taken you to South America, Asia To answer this, I need to talk about our DNA. To compete and Africa. What is it that you find unique thing about the in emerging markets, a brand needs to be everywhere Kenyan telecommunications sector? and anywhere with quality and an extensive network Although being three different continents, they are emerging offering affordable and competitive products and services markets as far as the mobile industry is concerned. They are that can reach the mass market. Without these quite similar. Mobile consumers in emerging markets want fundamentals, a telecom operator can’t go further, affordable rates, wide coverage and an even wider range of especially in an emerging market. In Kenya, Zain had products and services. Kenya is relatively more developed missed two of these key fundamentals: distribution and than most African countries; the literacy rate is higher affordable services. meaning we have a more educated, aware and demanding During the second half of the year 2008, we built these consumer class when it comes to products and services. This missing pillars by improving margins for dealers, puts more pressure on us as service providers to constantly introducing competitive commission schemes for line improve and develop innovative services. activations, focusing on regional management, introducing more affordable products and services, How do you rate Kenya’s human resource assets in bringing prices down to Kshs. 8 from almost Kshs 20 in general and Zain Kenya in particular? May 2008 and launching lower scratch card If there is one unique attribute or aspect that Kenya has as a denominations. It is upon these fundamentals that we are country, it is its human resources. I have worked in four now building the Zain brand. different countries – Paraguay, Pakistan, Tanzania and now We have been #2 for too long. To reverse the situation we Kenya – and I have never before seen the level of must continue in the same direction and, like US President commitment, passion, ownership and entrepreneurial Barack Obama said at his inauguration ceremony, “the mindset the Kenyans have. This is a factor that is extremely challenges we face are real. They are serious and they are valued by foreign investors and it is a key pillar in any many. They will not be met easily or in a short span of business. One may have ideas, the financial muscle and the time. But...they will be met.” In 2009, we will compete, not energy to drive a business, but without the right people, only with telecom operators, but also with the global crisis one can’t go anywhere - and this is where Kenya stands out. and the Kenyan food crisis, but we will get there.

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Brothers in arms: enjoying a joke with Zain CEO Dr Saad Al Barrak

During the second half of the won’t stop. We’ll continue creating value for our customers; we’ll continue building our brand Zain; we’ll continue year 2008 we built these introducing competitive products and services to meet the missing pillars by improving consumers’ needs. How is Zain Kenya positioning itself to sustain the take-off margins for dealers, experienced in 2008? introducing competitive Zain’s positioning is very strong in the market. The “spill- over” effect from another 15 countries in Africa and our commission schemes for line ‘One Network’ make us a strong brand in Kenya and in Africa in general. Our rates are very affordable which makes activations, focusing on us a very visible player in the market.

regional management and How will the price wars sparked by the entry of two new introducing more affordable players impact on the industry? Pricing can never be the main approach of a service products and services provider. It is the simplest thing to copy, therefore it can’t create a long term competitive advantage. However, reducing prices for an established mobile operator such as How prepared is Zain Kenya to ward off the competitive Zain Kenya is easier because we have been in the market threat posed by the two new market entrants? longer and therefore have already paid part of our We are not worried. We still have a key competitive investments in infrastructure. For the new mobile players, advantage, one that is also part of our DNA, our extensive who still need to invest heavily in the country to expand coverage. Competitors will have to extend their coverage their coverage and build capacity, price reduction will affect and make their brand awareness strong enough to grow in the feasibility of their business model, squeezing their this market and that is not an easy task. From our side, we return on investment ratio.

64 CHAOS APRIL 2009 One Network has contributed to impressive growth in customers and revenues. What has been the impact of the initiative on the lives of Zain Kenya’s customers and how has this been reflected in the bottom line and market penetration? There is no doubt that One Network plays a major role in alluring customers to Zain as well as stimulating cross- border economic activity and keeping loved ones in touch through more affordable communications in Kenya and in all other countries where it is available. Kenya borders Sudan, Tanzania and Uganda – all Zain ‘One Network’ countries, so the day to day effect and benefit for our customers is enormous.

Giving back to the community is a cornerstone of Zain’s strategy. Can you bring us up to date on Zain Kenya’s CSR programs currently in operation and their long term goals? An ambassador: with Dr. Al Barrak and the Kenyan President Mwai Kibaki We have been involved in various community investment programs, including the funding of an autism workshop unit for What should the telecommunications industry in general and autistic children in downtown Nairobi. This project is geared Zain Kenya in particular expect in 2009? towards ensuring the children have the chance of an education 2009 will be a very challenging year, not only for the telecom like normal kids as well as learn life skills. Zain has constructed industry but for the whole world. Access to capital to finance an ultra-modern workshop to cater for the kids, which I am projects won’t be easy to come by; consumer demand will proud to say is a model for the rest of Kenya. Elsewhere, our drop and we will be impacted by the national food crisis. strategy has been focused on introducing ICT skills to middle Nevertheless, the telecom industry will continue developing level and high school students throughout Kenya. To this effect, but with higher barriers. The introduction of the Rural Access Zain has donated over 200 computers to various secondary Fund in the last Media Bill will have an impact on the mobile schools to hone students’ ICT skills. In the near future, we plan industry as it increases the tax on mobile operators. It’s going to start a pilot project where we can connect the schools to the to be a busy year! internet to enhance the students’ skills. Lastly, Kenya has been hard hit by a devastating drought Where do you see Zain Kenya in the next three years? and the after-effects of post election violence that threaten Zain’s stated goals are that by 2011 it will be a global brand the livelihoods of 10 million people. Zain made donations, touching the lives of 110 million people. We are working both in cash and in kind, to the famine relief efforts to assist together to be ranked in the top ten global telecom those facing starvation. We have also incorporated our companies with a truly global performance and a reputation mobile commerce facility Zap to collect funds from the for being among the world’s most attractive employers. We at public. So far the appeal has received very positive results. Zain Kenya will be playing our part in fulfilling that ambition.

Spreading the word: taking the Zain message to the people of Kenya

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Filling the trophy cabinet Six major awards in one year is a testament to the power of the brand

he Zain Group picked up a chestful of major awards in professionals and operators that have shown outstanding 2008. They were a testament to the company’s robust performance and results in key market segments of the Tperformance and burgeoning reputation as the telecommunications industry in the Middle East and Africa. leading and most innovative telecom company in the Middle East and Africa. The citation for Zain Group winning ‘Overall Operator of the Year’ said that the award was in recognition of the company CommsMEA voted the Zain Group best overall Africa and leading the remarkable trend of mobile communications within Middle East Mobile Operator and Zain in Bahrain the Middle the Middle East and Africa. “Zain, whether in terms of its new East Operator of the Year, while 200 CEOs from Kenya, Uganda, vibrant brand, strategy and vision, financials, products and Tanzania, Rwanda and Burundi placed Zain among the most services, people, management, communication with and social respected companies in East Africa. At the inaugural AfricaCom support of the communities it serves, has earned its right to be Awards, Zain scooped a brace of prizes. Meanwhile, Arabian among the top mobile operators on the globe.” Business Magazine voted Zain in Jordan the Best Telecommunications Company Award for the year 2008. The award also recognizes Zain’s rapid transition from a single mobile operator in Kuwait with 600,000 customers in 2002 to a BEST OVERALL AFRICA AND MIDDLE EAST major telecom conglomerate in the Middle East and Africa, MOBILE OPERATOR serving over 56 million customers in 22 countries.* Dubai’s Grand Hyatt Hotel was the setting, in December 2008, for Zain to be awarded the prestigious ‘Best Overall “This acknowledgment recognizes the dedicated efforts of Operator in Africa and Middle East’ at the annual our entire 15,000-plus workforce, who have made Zain the CommsMEA Awards 2008, organized by the region’s successful company it is today,” said Zain CEO Dr. Saad Al foremost business-to-business telecoms publication and Barrak. “It is also an affirmation of the ‘3x3x3’ expansion with a judging panel comprising of international telecom strategy we commenced back in 2003, aiming to be a top professionals and regional industry leaders. ten global telecoms company by 2011.”

Launched in 2005 to recognize telecommunications leaders Highlighted as the Zain Group’s major achievements over the operating in the Middle East and Africa, the awards seek to past 12 months were the further cementing and enhancing of recognize and reward telecommunications industry the new Zain brand across the Middle East and the

Zain is awarded CommsMEA Best Overall Operator of the Year and... Best Middle East Operator (Bahrain)

66 CHAOS APRIL 2009 BAHRAIN NAMED BEST IN MIDDLE EAST Zain in Bahrain’s hard work in 2008 also paid off. The company’s many achievements, exceptional community support and technological services won it Middle East Operator of the Year at the CommsMEA Awards.

The judges chose Zain Bahrain because it “put the Kingdom of Bahrain on the global telecoms map by racking up several technological ‘world firsts’ for its customers. It was selected for its consistent innovation and capacity to harness cutting-edge telecommunications technology in ways that are unique, customer-friendly and Zain was also voted among the most respected companies in East Africa which make a significant difference to customer lifestyle for the better...In a short period of 5 years, Zain Bahrain has demonstrated its ability to fulfil its role as a community partner, benefactor and, above all, a “Zain, whether in terms of its stake-holder in Bahrain’s future prosperity.” new vibrant brand, strategy Indeed, Zain Bahrain has enjoyed many firsts. It launched the and vision, financials, first 3G network in the Middle East in December 2003 and the first nationwide WiMAX network in September 2007. In products and services, December 2004, it was the first to bring mobile entertainment people, management, services, the “World of WoW,” to the Kingdom. communication with and Zain Bahrain also introduced innovative services to make customers’ lives easier. In February 2006, the company social support of the launched traffic information services via mobile phone, the first time such a service was available in the Kingdom. Zain communities it serves, has Bahrain also made going to university easier by allowing students to register for classes with their mobile phone earned its right to be among through the “My University” service. the top mobile operators on But Zain Bahrain focuses on more than its customers. The the globe.” company, since entering the market in 2003, has made every effort to serve the community and improve the lives of The citation for Zain Group winning everyone in the Kingdom of Bahrain. Zain Bahrain helped “Overall Operator of the Year” build the Zain e-learning center with the University of Bahrain by donating BD 310,000 ($900,000). rebranding of 14 operations in Africa from Celtel to Zain in Zain Bahrain also donated over BD 200,000 ($600,000) to day- August 2008; the successful acquisition of Iraqna in Iraq with care centers throughout the country that support children with over 3 million customers for $1.2 billion and the acquisition of special needs. As education is a prime driver of a country’s Westel in Ghana for $120 million; the commencement in economic success, Zain Bahrain wanted to contribute to August 2008 of operations in the Kingdom of Saudi Arabia, students’ lives at the beginning of each school year. So for the where, within three months, the brand had attained over one past four years, Zain Bahrain has sponsored the ‘Back to million customers; the raising of $4.5 billion from a capital School Festival,’ where it has distributed over 50,000 school increase despite the global economic turmoil and the bags to students across the Kingdom. introduction of the ‘One Network’ to the Middle East in April 2008, thereby connecting 16 countries and 50 million “This award is especially significant as it comes to us on our customers - not to mention the 500 million people that at the fifth anniversary of operating in Bahrain,” said Zain Bahrain time made up the Zain network. General Manager Mohammed Zainalabedin. “Since its

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Zain wins two prizes - Best Pan-African Initiative and Best Marketing Campaign - at the inaugural AfricaCom awards inception, Zain Bahrain has focused on bringing the best Zain certainly fits that bill. Not only was it recognized as telecoms technology and service to our customers. Our the third-most respected company in all of East Africa, continued growth and string of global firsts ranging from Zain Uganda was also recognized as the third-most nationwide WiMAX to One Network borderless ‘regional’ respected company in the Ugandan market. service have enriched lives in Bahrain and beyond.”

He added, “By far our greatest success story has been our ability to tap into the potential of Bahrainis to manage our “This acknowledgment growth and technological success. Zain Bahrain is proud of rewards and recognizes the its international team which brings the best of the industry to Bahrain and which is anchored in the talent of Bahrainis dedicated efforts of our entire to take the company to great heights. I therefore accept this award in the name of all the Zain Bahrain team.” 15,000-plus workforce who

AMONG THE MOST RESPECTED have made Zain the successful Just three months after the Zain brand was launched in company it is today. It is also Africa, it was recognized among the most respected telecommunications companies in East Africa. The 9th an affirmation of the ‘3x3x3’ annual survey conducted by PricewaterhouseCoopers, in which 200 CEOs from Kenya, Uganda, Tanzania, Rwanda expansion strategy we and Burundi were polled, found Zain to be the third most respected company in the region, despite the fact that the commenced back in 2003 brand is present in only three of the five countries. aiming to be a top ten global “The key drivers for respect in this year’s survey were strong telecoms company by 2011.” brand and market presence, product innovation and expansion into new markets,” PricewaterhouseCoopers said Dr Saad Al Barrak, CEO, Zain Group in a statement.

68 CHAOS APRIL 2009 Representatives from Zain’s operations in Uganda, Tanzania seamless launch of the Zain brand across 14 operations in one and Kenya gathered on November 28, 2008 for a reception day, simultaneously linking all locations via satellite link - a first hosted by PricewaterhouseCoopers at the Kampala on the continent. Sheraton Hotel in Uganda with representatives from 105 other companies in the region to hear the survey’s results. Present were business leaders from all major telecom operations in Africa and the host for the evening former “This comes only three months after our rebranding from international rugby player François Pienaar, who Celtel to Zain, and we are glad that CEOs and our peers captained the South African Springboks team to World across East Africa have given our business and brand this Cup glory in 1995. recognition as we continue to evolve in the competitive business environment in which we operate,” said Bashar The inaugural AfricaCom Awards were the highlight of Arafeh, chief operating officer for Zain East Africa. Informa Telecoms & Media convention held in Cape Town, South Africa, at the Cape Town International Convention In line with the survey’s theme for 2008, ‘Growth in a Center. The event brought together a total of 3,500 Changing Market,’ some of the questions asked how CEOs attendees from 72 countries, witha record 221 operator were dealing with risk and opportunities in the current period companies attending the convention organized by Informa of global economic uncertainty while still improving their Telecoms & Media, a leading provider of business companies so they endure and succeed in the longer term. intelligence and strategic marketing solutions to the global telecoms and media markets. Survey respondents measured a company’s performance based on competitiveness, leadership, expansion strategies “The renewed vigor and refreshed brand from Celtel to for products and services, financial performance, quality of Zain had been affirmed by our existing and many new products and services, quality of customer service, corporate social responsibility activities and the strength of their brands.

“This award is an independent acknowledgement from our East African peers of the hard work and team effort that we displayed throughout 2008 and our internal commitment to achieving market leadership under the Zain brand,” said Arafeh. “It is therefore an honor that Zain, which is a new brand in East Africa, has gained massive respect among CEOs in the region.”

Indeed, the significance of this recognition lies in fact that it was a peer review. Zain has obviously impressed CEOs in the region with its dedication to offering its customers the best possible service. This survey suggests that Zain’s strategy of constantly improving and introducing new and innovative products and services is paying off. Zain is proud to be present in East Africa and would like to thank its peers in the region for recognizing the benefits of living in ‘A wonderful world’.

SCOOPING A BRACE OF PRIZES AT THE INAUGURAL AFRICACOM AWARDS The inaugural AfricaCom Awards held in Cape Town, South Africa, in late 2008 saw the Zain Group rewarded for its excellence of telecommunication initiatives across the African continent by scooping the two most prestigious awards of the night: the Best Pan-African Initiative Campaign of the Year Award for ‘One Network,’ the world’s first borderless mobile network, and the Best Marketing Campaign of the Year for the Cross border vision: An ad for Zain’s award-winning ‘One Network’

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Zain in Jordan is voted Best Operator of the Year by Arabian Business Magazine customers across the countries after the rebrand,” said community support given by the company, through its Chris Gabriel, CEO of Zain Africa, who was at the event to comprehensive Corporate Social Responsibility (CSR) policy receive the awards. “The One Network service is driving and various Kingdom-wide initiatives in education and many customers to Zain, given the many benefits it offers, training, all of which have touched the lives of many and this service is stimulating economic activity across Jordanians. According to market surveys, these initiatives many borders and allowing loved ones to stay in touch at have contributed to greater brand loyalty compared to affordable prices.” other local telecommunications brands.

In their citation, the judges commended Zain’s prowess in Zain General Manager Dr. Ahmed Al Shatti expressed understanding the African landscape when it comes to gratitude for receiving the prestigious award, noting that consumers telecommunication: “Zain has demonstrated this achievement would not have been possible without tangible benefits that are specific to Africa as a market… the continuous commitment and dedicated efforts of the Zain has got organizations and consumers involved in cross- Zain Jordan family, who are committed to maintaining country partnerships, sharing best practices and skills Zain’s leading position within the Jordanian among its own management.” telecommunications market.

ZAIN IN JORDAN WINS BEST TELECOM COMPANY AWARD Al Shatti also commended ITP’s choice to hold the award At the Arabian Business Awards, Zain in Jordan won Best ceremony in the Hashemite Kingdom of Jordan. The Telecommunications Company Award for the year 2008. The publishing company had previously held its ceremonies in award was handed to Zain in Jordan’s General Manager Dr. various countries in the region, including the United Arab Ahmad Al Shatti by Jordan’s Prime Minister Nader Dahabi in Emirates, Kuwait, and the Kingdom of Saudi Arabia. early November, 2008 during the annual event, held for the first time in Jordan, and organized by Arabian Business Finally, Zain, as part of its CSR efforts, has launched a Magazine, part of the ITP Group. Also present at the event number of initiatives that aim to encourage and support were key members of the Jordanian private sector, many of local development, covering various sectors including whom received awards in different categories. education, health, training and sports. It has also been a role model for other companies in terms of its successful ITP CEO Walid Akkawi said that the award was in CSR strategy as well as being a market leader in the way it recognition of Zain’s outstanding performance, technical has introduced the latest technologies into the country. excellence and quality of services. The decision was also based on the level of social engagement and local * As of September, 2008

70 CHAOS APRIL 2009 Supporting Iraqi charity Zain honored for backing AMAR program

n February 10, 2009 at London’s Palace of Westminster, the AMAR International Charitable OFoundation’s inaugural awards ceremony honored Zain for its outstandingly generous support of AMAR’s public health and education program in Iraq.

The awards were presented by the Rt. Hon. Jack Straw MP, Lord Chancellor and Secretary of State for Justice and Baroness Nicholson of Winterbourne MEP, Executive Chairman of AMAR, to Mohammed Charchafchi, Chairman of Zain in Iraq and Mariam Ali, Commercial Director of Zain Iraq.

The event celebrated five years of AMAR’s work in Iraq. AMAR’s dedicated workforce currently delivers health and education to more than 500,000 people across Iraq through health care delivery at Primary Health Care Centers, health Jack Straw with Zain in Iraq Commercial Director Mariam Ali education in schools and the community, professional training, and monthly visits to over 350,000 people at home carried out Speaking at the event, Baroness Nicholson said: “I applaud by a network of more than 1,500 Women Health Volunteers. Zain for their magnificent support for the AMAR International Charitable Foundation and for their full- hearted commitment to corporate social responsibility. “We firmly believe that “Their consistent generosity has made a tremendous difference businesses should focus as to vulnerable communities in Iraq, enabling over half a million people to receive vital health care and education and saving much on social responsibility many lives. I hope their wonderful support is an inspiration to as on business other businesses in Iraq and worldwide.” performance.” “It is a pleasure to support AMAR’s essential work in Iraq,” said Charchafchi, receiving the award. “We firmly believe that Mohammed Charchafchi, businesses should focus as much on social responsibility as on Chairman, Zain in Iraq pure business performance.” Ali, added: “We are delighted to help AMAR to strengthen communities and provide fundamental health and education services to people in greatest need in Iraq. I am honored to receive this award on behalf of Zain Iraq.”

Rt Hon Jack Straw MP said: “The work of organizations such as AMAR demonstrates the importance of building civil society, and of helping a new democratic Iraq take control of its future by developing skills and public institutions.

“AMAR concentrates on public health and education – absolutely fundamental to the well-being of families and communities and I congratulate AMAR for their work and close partnership with the government and people of Iraq.”

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Zain Create: ‘A wonderful world’ of digital entertainment Zain and Rotana launch revolutionary entertainment package in Kuwait with other Middle East operations to follow soon

n March 20th 2009, Zain, in partnership with Rotana, customers with a wide online window through which they launched ‘Zain Create,’ a service that will deliver can enjoy the latest artistic works of all famous Arab singers Odigital entertainment to Zain customers in Kuwait and musicians.” and later Zain’s other Middle East operations. Highlighting how the region’s telecommunications sector Zain Create allows Zain’s customers to conveniently has witnessed many developments over the last few years, download entertainment from Rotana Media Group, Al Hajeri said “that fast-paced developments in the IT providing Zain customers with a gateway to a vast world of industry have made digital entertainment considered innovative artistic works. essential by mobile phone users.”

Commenting on the launch of Zain Create, Zain in Kuwait He added, "Mobile phones are no longer devices for CEO Khaled Al Hajeri said: “This exclusive agreement merely making and receiving calls, they are increasingly comes in line with Zain’s ceaseless efforts to offer the best becoming a platform for expressing an entire modern and the latest there is to its customers. Not only will this lifestyle, be it for business or pleasure. With ‘Zain Create,’ agreement offer quality service, but also will provide our this bilateral partnership with Rotana will cater to the

Delivering an entertainment package: the Zain Create team

72 CHAOS APRIL 2009 entertainment needs of a wide spectrum of our customers in Kuwait, creating ‘A wonderful world’.” Customers in Kuwait will be able to download music Customers in Kuwait will be able to download music as full tracks – via their mobile phones or their personal as full tracks - via their computers – either by using the Zain Create website (http://create.zain.com) or directly through the Zain mobile phones or their Create Mobile application on handsets. Customers can also watch Rotana TV channels live on their mobile personal computers - phones and laptops. either by using the Zain As an introductory offer, any Zain Kuwait customer who Create website or mobile registered for ‘Zain Create’ before April 1, 2009 will receive a 5 KWD ($17) credit that can be used to download 16 applications on handsets audio song files anytime. The price of downloading an audio song file in Kuwait is 300 fils ($1). operations in the Middle East as a second phase. The service currently offers only audio songs files; however, it will The exclusive partnership agreement between Zain and be extended to include video clip downloads and other Rotana will soon be extended to include all other Zain mobile content in the future.

73 CHAOS APRIL 2009 CORPORATE SPIRIT Rocking into Ghana With a $420 million investment, Zain introduces one more African opco and the first 3.5G network on the continent outside South Africa. Meanwhile, ‘One Network’ reaches 17 countries

n December 15th, 2008, Zain began commercial “We welcome Ghana to the Zain family,” said Zain Group services in Ghana with the launch of the first 3.5G CEO Dr. Saad Al Barrak, announcing the launch. “Ghana is Onetwork in West Africa. The Zain in Ghana important to Zain and we have invested heavily in bringing network will offer its customers ultra high-speed internet the latest technology to create the best network in West access and, for the first time in Ghana, the ability to make Africa. Through our pan-African presence and synergies in video-calls and use rich multimedia content, including human resources, technologies, marketing and best sending video clips, music and pictures at the touch of a business practices, we assure the people of Ghana they will button. Zain’s 3.5G network will give Ghanaians a new receive world-class telecommunication services.” lifestyle option. December marked the launch in Accra, the country’s capital city, with over $420 million invested in With Ghana joining the ‘One Network,’ Chris Gabriel, CEO network infrastructure Zain will be rolling out the network of Zain Africa (opposite, top left), added, “With thousands across the country. of people crossing Ghana borders daily from Burkina Faso and other Zain ‘One Network’ countries such as Nigeria and With the launch, Ghana brings the number of countries in Niger, ‘One Network’ will have a positive socio-economic which ‘One Network’ operates to 17. ‘One Network,’ Zain’s impact on many, as affordable cross-border communications borderless mobile service, is available to over 500 million offer the opportunity for loved ones to stay in touch, as well people across the Middle East and Africa, an area greater being an impetus in stimulating economic activity, than the United States of America. improving the livelihoods of many communities.”

74 CHAOS APRIL 2009 The launch was attended by Mary Chinery-Hesse, special advisor to former Ghanaian President John Kufuor, under whose patronage it was held. Earlier, Zain had taken a pre- registration campaign for customers to be the first recipients of a Zain number. The operation has numerous customer contact points including walk-in centers open until 8pm and call centers open 24/7. The state-of-the-art call center offers services in English and two of the most widely spoken local languages in West Africa, Akan and Hausa.

“Customers are the driving force behind the organization, therefore customer care is one of the key pillars of Zain,” said Philip Sowah (below, left), Zain Ghana’s country manager. “Our goal is to focus on offering appealing products, with a level of service that is second to none. Zain personnel have undergone extensive training in many areas and we are all looking forward to the challenges ahead.”

Zain celebrates its global presence and our vast customer base with social responsibility as a core focus. “In Ghana, we are dedicated to partnering with the communities in which we operate to develop them,” said Gabriel. “We will be working towards improving education through our Build Our Nation program, which we run in all the other African countries in which we operate. Under this, we donate books and educational supplies to government-owned schools. We will also be investing in sponsoring Ghana’s passion of music and culture.”

75 CHAOS APRIL 2009 CORPORATE SPIRIT

MEDIA RELATIONS ARE ESSENTIAL IN THE MODERN BUSINESS WORLD

The speed at which news is released gets faster by the day. Good communication and transparent dealings with the local, regional and international press and TV, is essential in sending Zain’s corporate message of being a caring company and seeking life in ‘A wonderful world’. The Accra event was a success in that respect

76 CHAOS APRIL 2009 A GATHERING OF GHANAIAN SOCIETY AND ITS BUSINESS COMMUNITY

The mobile phone is part of our lives like never before. Being a network provider must therefore be seen as more than just offering a service. Zain is proud to help people facilitate their private and business lives. The launch built on good relations with our customers, an essential aspect of Zain’s overall business model

77 CHAOS APRIL 2009 CORPORATE SPIRIT

78 CHAOS APRIL 2009 A PARTY WHERE THE BEST OF BOTH MUSICAL WORLDS WERE ON SHOW

Zain has made a commitment to promoting music and culture at every opportunity. The launch of Zain’s operations in Ghana was no exception, with some of the finest talent from European and the African continents on show to herald a new dawn in the history of Ghana’s telecommunication industry. The performers were a testament to Zain’s proud tradition of taking music wherever it goes

79 CHAOS APRIL 2009 CORPORATE SPIRIT

AN EVENING WHEN ZAIN’S CORE VALUES SHONE THROUGH

Not only was it an evening for celebrating commercial success, it was also a time to show off the values that have taken Zain to where it is today. Across Africa and the Middle East, lives have been touched and changed by the commitment Zain has made to making a difference in those countries in which it operates. That night in Accra allowed Zain’s ethos of Radiance, Heart and Belonging reach all those who were present

80 CHAOS APRIL 2009 You always knew exactly what you want. Why should things be different today?

Even from an early age, humans know what they want. But, somehow, you always end up with mobile services you neither want nor need. That’s why, at Zain, we give you options: You get to pick and choose the services you want and that best suit your needs. In other words, we propose our services, we don’t impose them. CORPORATE SPIRIT A home from home The Zain house was once again open for business at the Mobile World Congress in Barcelona in February 2009

ain followed up on it’s successful appearance at last High on a hill overlooking the city, the Zain team created a year’s Mobile World Congress in Barcelona, Spain beautiful branded hospitality and meeting facility – a Zain Zwith an even more ambitious, sophisticated and home-away-from-home – just a few minutes, but a world successful showing at the same event between February away, from the hustle and bustle of the sprawling FIRA 16th – 19th 2009. exhibition site below.

The center-piece of the Zain roadshow was the Zain house, The location of Zain House was the beautiful and historic once again handled with panache by Ahmed Al Ameer, village of Poble Espanyol. By the time it was finished, the head of Zain Group’s Sponsorship, Events and Logistics Zain House was able to play host to both Zainers and VIP department and his team of Ruquesh Sharda, Swarna Shetty visitors alike, providing them with everything they could and Hakkam Norreidin. The Zain House was designed to wish for during the course of a working day. As well as reinforce the brand’s presence in Barcelona, as well as redecorating and branding an existing restaurant, the Zain reaffirm the company’s status as a dynamic telecom player, team tastefully themed and branded an exterior courtyard one deserving of a place on the world telecom stage. area, built a 150 square-meter temporary structure to serve

82 CHAOS APRIL 2009 as a lounge, as well as a terrace, meetings rooms, a prayer “We knew that it was going to be difficult to exceed what we room and business centre. Guests could join colleagues for achieved with Zain House last year, but all the feedback we have breakfast, lunch or dinner, explore hands-on interactive received to date suggests that we did just that,” said Al Ameer. technical demonstrations, make use of the business centre, “The evolution of the Zain House experience mirrored that of our and discuss business and network. There was even the brand; it was even bolder, more sophisticated, more dynamic added bonus of a Formula 1 racing car, dressed in Zain and more confident than last year and I know all the Zainers were colors. proud to share the Zain experience with their guests.”

83 CHAOS APRIL 2009 CORPORATE SPIRIT

One of the highlights of the week was a dinner and party hosted by Zain and attended by over 300 VIP guests from the industry and local society. After gathering for an informal reception in the Zain House courtyard, guests were led by African drummers in a torch-lit procession for a few hundred meters through the Poble to a secret venue that was to play host to the evening’s festivities. On arrival, guests enjoyed a memorable evening of food and entertainment around the Rhythm of Africa theme.

Of course, creating a contemporary, engaging and hospitable environment was only part of the mission.

84 CHAOS APRIL 2009 The Zain House was also a focal point for a lot of serious business activity. Meetings were held, strategies were discussed, deals were struck and Zain effectively delivered its proposition to media and peers alike.

“Our goal was to showcase Zain and reaffirm its mission to the extended mobile telecoms community” explained Zain CEO, Dr Saad Al Barrak. “There’s no doubt that, before the week in Barcelona had concluded, everyone knew exactly who we were, what we stand for and where we are heading.”

85 CHAOS APRIL 2009 MOBILE LIFE Embracing the future Mobile camera phones are now meeting the needs of amateur photographers. Will they spell the demise of the digital instamatic?

e have all seen it: the well- networking sites, such as Facebook computers. The age of cumbersome practiced routine of someone and Myspace. Electronic photo albums photo albums collecting dust on Wholding up their phone to or Phone Photos are uploaded daily bookshelves might be on the wane – capture an instant at the touch of a onto individual profiles as younger for better or worse, depending on thumb. Mobile phone cameras can be people in particular, make the most of your computer literacy. found recording the dizzying moments the convenience that mobile digital of rock concerts in stadia from New technology provides. This has led to a situation where the York to Melbourne, immortalizing late- quality of a photograph’s resolution has, night festivities in restaurants and clubs The rise of the cellphone camera to an extent, become less important or taking portraits at sunset along a should come as no surprise. Today, than the speed and convenience with city’s seafront. most photos are stored and displayed which it can be up - or down - loaded. electronically, whether uploaded onto Developments in mobile phone camera These images make up the stock shared networking sites or showcased technology have also reached a stage photos on popular or social as a screen saver on personal where practicality may well outweigh the

86 CHAOS APRIL 2009 Mobile phones, cameras, iPods, benefits of slightly more specialized For this reason, if nothing else, when it ‘point-and-shoot’ cameras. After all, comes to portable, yet necessary, laptops and PDAs there is nothing more frustrating than devices, less is certainly more. The seeing the ‘perfect’ photo when the principle raison d’etre of this growing clutter handbags camera has been left at home, phenomenon, however, comes down to whereas our collective reliance on our basic accounting, with camera phones and valuable mobiles means that they are rarely far offering a lot more bang for the buck. deskspace, but it from our sides. Higher-end mobile phones in is the length of Cutting down on the number of digital particular have become all-inclusive devices we own and carry also has devices that allow access to the their collective considerable financial and practical internet and music, as well as voice advantages. Mobile phones, cameras, and text communication. In contrast, cords that has ipods, laptops and PDAs clutter for all their many features, basic given us enough handbags and valuable deskspace, but personal cameras take photos and do it is the length of their collective cords nothing more. rope to hang our that has given us enough rope to hang our digital selves. Power chargers and Given the importance placed on digital selves the USB cables, the very things that capturing high quality pictures of facilitate our dependence upon these friends and family holidays, however, devices, are a traveler’s nightmare, as there has remained a natural Much of this hesitation comes down to their unruly lengths are both easily reservation about becoming fully concerns about the quality of mobile forgotten and impossible to contain in dependent on our mobiles for the task phone images. With even the cheapest an orderly fashion. of immortalizing our magic moments. point-and-shoot cameras today fitted

87 CHAOS APRIL 2009 with 5-megapixel sensors, it is easy to look down on the lowly camera phone. One to two megapixel resolutions can But, this is all a matter of perception. create pictures suitable for uploading Lower-end camera phones are today mostly equipped with at least 2 - 3.2- on the internet, emailing or sending via megapixel sensors, while those prepared to spend a little more can purchase MMS, shorthand for Multimedia anything up to 5 megapixel quality with a 4 x digital zoom. Messenging Services or text messages that include multimedia objects Compared with regular point-and- shoot cameras boasting much higher resolution capacities, it is easy to overlook the fact that higher which most photos are displayed on camera has also been appropriated as numbers, in this instance, do not screen savers or online photo- an artistic tool by professional necessarily lead to better pictures. sharing websites, like Facebook or photographers in recent years, Conventional wisdom within the MySpace, the resolution quality of demonstrating perhaps that it photography blogosphere states that these cameras is more than deserves our respect. It was the hazy only 1 - 2-megapixel resolutions are sufficient. quality of early mobile phone pictures needed to create pictures suitable for that attracted the attention of London- uploading on the internet, emailing In addition, 3-megapixel based photographer Henry Reichhold, or sending via MMS, shorthand for photographs can easily be printed as who has since had mobile phone Multimedia Messenging Service or regular 4x6 inch pictures – the same photography exhibitions shown in the text messages that include size as the photos that were routinely city’s Royal Albert Hall and will be multimedia objects. In an age in printed back in the days when featured in an exhibit at Heathrow we would hand over rolls airport in early 2009. of film to a camera store for developing. More “Low resolution images, particularly in sensitive sensor the early mobile phones, had a unique technology opens the dreamlike quality, and as technical door to high quality perfection was unobtainable so printed enlargements. content became much more With all mobile important,” Reichhold says of his early phones increasingly use of mobile phone photographs. fitted with the sensors needed to Reichhold has since embarked on, produce good literally, much larger projects using quality amateur mobile phone camera images. His photos, there is no “Connected Worlds” project involved reason why taking hundreds of hand-held mobile mobile phones phone pictures of famous international cannot be used sites, such as the Louvre in Paris, New instead of point- York’s Statue of Liberty and the and-shoot outskirts of Hong Kong. alternatives. And again, we The small images were then have the “stitched” together, with a one-third added bonus overlap between each photo, to form of only five meter long high resolution carrying one images, in a process that Reichhold electronic described as similar to putting device. together “a large jigsaw puzzle, whose pictures didn’t quite fit.” The humble Given the misconceptions about mobile mobile phone images, he said that the phone reaction of the audience at his exhibitions was positive; however, they While mobiles will never replace the Pound acknowledged that the mobile had shown “disbelief that the huge camera of choice for professional phone format did not allow for larger five meter long images were created photographers, the Single Lense Reflex scale prints, as would normally be with a mobile phone.” (SLR), Reichhold stresses that they can necessary for a professional be useful in conjunction with photographer. He added, however, “I capabilities such as geo-tagging and don't find that a problem - photography they play a pivotal role in creating and doesn't always have to aspire to the “Low resolution instantly publishing web-based content. scale of painting! I find the miniature images, Patrick Pound, a Sydney-based artist enticing too.” who also uses mobile phone cameras in particularly in the his work, was initially drawn to them Technological developments, as because of the particular “look” of the previously mentioned, have ensured early mobile images taken on a black and white however that mobile phone setting on his old mobile. photographs no longer need to be phones, had a artistic in order to be of value. unique dreamlike Pound used his mobile to take images of photos in newspapers and indoor We have come a long way from the first quality, and as models, in an attempt to reinterpret his US-produced digital camera, made in “vision of the world delivered to the 1991, which came complete with its own technical door.” The related exhibition, entitled internal hard drive, and there is no Soft – A Real Model World” was featured reason not to take advantage of the perfection was in Sydney’s Grantpirrie gallery in 2008. flexibility and convenience this unobtainable so technology now affords. With camera “I liked the way I could make those phones increasingly meeting the needs content became degenerate black and white images of amateur photographers - and the feel like the soft focus Pictorialist number of cords we own in desperate much more works of the early 19th century,” he need of downsizing – the point-and- said, something he believed the shoot may soon become obsolete. important” audience found to be “seductive in a melancholy sort of way.” Just don’t lose your mobile phone.

89 CHAOS APRIL 2009 MOBILE LIFE Functions for life Whereas we once looked to the mobile as an accessory that trumpeted our success, today, it’s about what it can do for us

ho would you like to have a one-to-one Are we becoming “Wwith?” an iconic British a society of mobile phone advert from the 1990s used to ask. Mobile phones were seen “cyborgs,” unable and sold primarily as a way of speaking to another person, a jazzier, more to function convenient update of the clunky receiver in the household hallway. without being Now, however, advances in technology and changes in the way we connected to communicate with each other have virtual networks fundamentally altered our concept of what the mobile phone is for. It is, for via mobile many younger consumers, a personalized portal into the cyber technology? community, less about a one-to-one than a one-to-five million. And it is not just words that are exchanged but realized I didn’t use 90% of its pictures, music and videos. functions. Except when I’m lost, I do use the map function quite a bit.” As with all revolutions, however, the average person is still some way According to David Murphy, the editor constitute 70% of the consumers of behind the vanguard. James, a 29- of Mobile Marketing Magazine, many advanced mobile applications. year-old civil servant in London, gazes self-confessed Luddites like James are bemusedly at the colorful square icons participating in the revolution without Younger users have a broader on the touch-screen of his iPhone. “I realizing it. “You hear people say, ‘oh I conception of what their mobile phone is bought it because I’m highly don’t use my phone for web browsing, I for. Sally, a 23-year-old London-based susceptible to advertising, and just use it for phone calls and texting,’ actress, is typical of the tech-savvy, because everyone at work was baiting but then it turns out that they do use it networked generation, who grew up with me about my old phone, which was for things like getting football scores.” more sophisticated mobile technology rubbish,” he confesses. “Then I People over the age of 25 actually and expect more than just phone calls

90 CHAOS APRIL 2009 and texting from their device. “I don’t have an iPod or a digital camera,” she Mobile phones aimed at women should explains, “so I would expect any mobile I had to do all that, at least.” “forget pink and sparkly” and concentrate

The growth potential of the mobile instead on providing technology which is phone market now lies not simply in collaborative and personalized, both providing phones with an ever more dazzling array of functions, but in “female” traits, apparently connecting these functions to online

91 CHAOS APRIL 2009 networks. Already, 33% of 18-24-year old trend in online media: social networking argues in a recently published book Americans use their mobile phones to – a phenomenon that has exploded over that we are becoming a society of post photos on websites. In April last the last few years. Both social “cyborgs,” unable to function without year, Nokia, the world’s largest mobile networking sites and mobile phone being connected to virtual networks phone company, negotiated an service providers quickly realized the via mobile technology. Some of the agreement with Flickr, one of the world’s scale of demand for social networking more innovative mobile social largest photo-sharing websites, to activity, and the fact that mobile phones networking schemes, such as Aka-Aki integrate their systems. offered people the opportunity to be in Berlin, would seem to confirm his linked to the network at all times: why theory. Aka-Aki is a mobile-only social Unsurprisingly, the biggest trend in wait until you’re in front of a PC to see if network: members upload their mobile media is linked to the biggest a Facebook friend request has been profiles, and then are alerted by a confirmed? In April last year, the online ‘ping’ on their mobile when another social networking site MySpace signed Aka-aki member is in the vicinity, It is, for many up with Cingular, the US’s largest mobile whose profile they can then read. phone service provider, offering users Members thus have the option of younger the opportunity to receive texts notifying knowing someone’s job, favorite band them of activity on their MySpace pages. and inner friendship circle before consumers, a The mobile phone company ‘3’ has just striking up a conversation with them – launched a phone that provides an icon a boon on the dating circuit. personalized linking directly to Facebook, without the portal into the need to launch a browser function. Schemes such as Aka-Aki have yet to According to the UK-based service really take off in large numbers, however cyber community, provider Orange, a total of 640,000 of its evidence suggests that most people UK customers used their mobile to prefer to use mobile phones to access less about a one- access social networking sites in 2008. established, online social networking sites. In fact, one of the main obstacles to-one than a one- Trends such as these have prompted to consumer uptake of higher-end to-five million sci-fi imaginings of the future. William mobile phone applications is that there Mitchell, a media professor at MIT, are too many, rather than too few

92 CHAOS APRIL 2009 to market research commissioned by Younger users have a broader Nokia in 2007, for example, mobile phones aimed at women should conception of what their mobile phone “forget pink and sparkly” and concentrate instead on providing is for. The tech-savvy, networked technology which is collaborative and generation grew up with more personalized, both “female” traits, apparently (this is known in the sophisticated mobile technology and industry as ‘G-tech’ – girl technology).

expects more than just phone calls and This kind of customization is, according to David Murphy, the second major texting from their device trend after social networking in mobile phone development. Today it seems the mobile phone is not so much a options. “It needs to be de-teched,” becoming an increasingly important bridge (to use a pre-Web 2.0 says David Murphy. “People find it off- factor in people’s purchasing communications analogy) as a boat, in putting and confusing.” decisions. Whereas before someone which the individual negotiates the sea might look for a handset that of information and networks according Different ways of managing and expressed their personality - sleek, to the cut of their sails. As Sally, the presenting the information and quirky, decorative - increasingly, they actress, puts it: “I’d be lost without my services on a phone’s operating system are looking for operating systems that phone. It’s like an extension of are, according to industry analysts, are tailored to their needs. According myself.”

93 CHAOS APRIL 2009 MOBILE LIFE The tone of the times The new millennium has seen mobile phone ringtones explode into a multibillion-dollar industry, changing phenomenon

rom a single note to virtually any Moreover, with the increasingly power generation of artists and composers thirty second snippet audible to of smart phones, users can project not who work exclusively in the medium Fthe human ear, ringtones have, in just their sense of self to the world but and owe their success entirely to it. little more than a decade, changed the their sense of friendship and family, by way the world sounds - and the way assigning a separate ring for each The rise of ringtones has coincided we hear the world. They have also contact stored on the phone. The 21st with the decline of CD sales, and for changed the way we project and century has seen ringtones grow from several years, ringtones seemed the only present ourselves, allowing anyone stripped-down single note melodies silver lining in the internet-decimated with a mobile phone – i.e. everyone – pre-installed on some mobile phones prospects of the music business. to sonically express themselves. into a multi-billion-dollar industry that However, even as ringtones have covers all music (and extends well exploded into a medium that Like t-shirts or bumper stickers, owners beyond, to just about any form of encompasses virtually all that you can of ringtones project themselves. noise) and has spawned a new hear, and, as with the specialized high

94 CHAOS APRIL 2009 In little more than a decade, mobile phone ringtones have changed the way we hear the world

frequency tones audible only to teenagers that were briefly popular a few years ago, some you probably can’t, there is increasing evidence that ringtones are not the elixir the recording industry had once imagined. Indeed, after years of exponential growth, ringtone sales have, in the last two years begun to dip. While the top 100 ringtones sold in 2008 accounted for 43.8 million purchases, this represented a 33% decline from the year before, Spanish composer considered by many according to Nielsen SoundScan’s year- to be the father of modern classical end report. In 2007, three songs sold guitar, wrote his masterpiece Grand Vals. Like so much in more than two million ringtones; this Today, the composition, or rather a the world of year there was only one. The reason for truncated 13-note snippet of it, probably the decline is that the business model constitutes the most widely-heard piece mobile telephony, that the music industry had pinned its of music in the world. The reason is that hopes on was a rip-off of sufficient 90 years after it was written, in 1993, the ringtone story brazenness that it was only a matter of Nokia, already a pioneer in the nascent time before consumers - and technology mobile phone industry, launched a new begins largely in - caught up. Moreover, while ringtone series of phones which came with 27 the EU’s most sales are slowing, the popularity of pre-installed ringtones. At the time, ringtones does not seem to be. mobile phone ringtone were sparsely- monophonic, meaning they couldn’t The pervasiveness of ringtones play harmonies, but only simple populated obscures just how recent a melodies, one note at a time. A Nokia transformation in the global executive had the idea that one of the country, the soundscape they are, while that ringtones should be branded by the Nordic telecom recentness means their history - how company and made into a kind of the simplest of sounds, the ring of a audible logo. His suggestion was behemoth that is bell, advanced in ten years to sonically Francisco Tarrega‘s Grand Vals. conquer the world and encompass Finland everything from Beethoven to the bark Playing the Grand Vals in a crowded of a dog. Like so much in the world of room creates an odd effect. The slow mobile telephony, it’s a story that and deliberate classical strumming Nokia Tune, preinstalled - and went on begins largely in the EU’s most progresses unnoticed until 14 bars in - to sell some 20 million units. In that sparsely- populated country, the at which point half the people in the embryonic era, when the phone was Nordic telecommunications behemoth room instinctively reach for their first released, only the two Finnish that is Finland. pockets, so ingrained are its 13 notes mobile phone giants, Ericsson and in our brains. That familiarity is a Nokia, put multiple ringtones in their Or, depending on how you measure it, product of the success of the Nokia devices that users could choose from. turn-of-the-century Spain. It was there 2100 series, which came with the While the tones certainly carried a that Francisco Tarrega, the 19th-century ringtone, named and trademarked the certain novelty, as long as they could

95 CHAOS APRIL 2009 only consist of the simplest melodies, they would remain a preinstalled With turn of the century came mobile feature, rather than a separate product consumers would be willing to pay for. phones that could play comparatively complicated bits of music replete with In 1997, a key development occurred, again driven by Finland’s Nokia, which harmonies sound effects. These new that year introduced phones with a new protocol, “smart messaging,” that ringtones were played on phones with allowed users to text one another from their mobile phones. An enterprising built-in synthesizers that were based on young Finnish computer programmer a digital protocol, MIDI figured out that he could use the protocol to send not just texts, but also ringtones. Being Finnish, he Those outrageous prices were a taste With turn of the century came mobile quickly developed a software program of things to come. phones that could play comparatively that allowed users to create new complicated bits of music replete with ringtones that included not just Gopinath writes that in final years of the harmonies sound effects. These new melody but simple harmonies and last millennium, small companies, often ringtones were played on phones with rhythms that could then be coming from shady businesses began built-in synthesizers that were based downloaded from phone to phone selling ringtones to cell phone users. on a digital protocol, MIDI. In using the protocol. This trailblazing These companies increasingly used Gopinath’s words, these ringtones are application led to the first service copyrighted pop music. At the time, the “music straddling a fine line between where users could purchase tones and major music companies were video-game music and elevator music; download them onto their phones. experiencing the first inklings of the effectively, this is synthesized doom that awaited them, as the ever- instrumental music, because the Soon after the first dowloadable tones growing number of internet users phone’s synthesizer cannot accurately arrived on the market, Sumanth began sharing music files, thus produce the sound of human voices.” Gopinath writes in Ringtones, or the negating the need to buy a CD. By Auditory Logic of Globalization, “small licensing their music to be sold as Today, these ringtones account for what phone shops in Hong Kong were ringtones there was at least a potential most associate with those distant and selling pirated ringtones, ‘often to recoup the losses in CDs sales they antiquated early days of mobile phone charging $10 for a 15-second ring.’” were beginning to suffer. use, having entirely replaced the original monophonic tones, and while the theme of Super Mario brothers or Zelda may remain popular with many, polyphonic ringtones made up just 5% of ringtone purchases in America in 2008.

Most contemporary ringtones come in Mastertone or Truetone format, which can play MP3s, thus erasing the final wall between ringtones and the music one listens to on a computer.

Though the technology to play MP3s on mobile phones has been around since 2000, it took several years for phones that were powerful enough to make effective use of the technology to

96 CHAOS APRIL 2009 Save earplugs or an iPod there is almost no refuge from the dizzying variety of little abortive – the tune always ends the moment the call is become widely available for consumers. already been planted. That’s because in By that time, ringtones had already 2003, Apple released the first version of answered – sounds mushroomed into a booming business itunes. The allure of audibly branding in many developed countries. In 2003, oneself does not trump the human people now have Japan’s ringtone market was already preference for saving money, and in a worth nearly a billion dollars, according world where just about any song can be on their phones to Gopinath. purchased online for 99 cents, why pay three or four times that amount for 20% Such figures fueled the hopes of the of that same song? eye toward the lucrative ringtone music industry, which by then was market. Top artists are also tailoring experiencing the full effects of the Moreover, even in the most profitable their music to ringtones. Madonna’s death spiral in CD sales initiated by file scenarios, ringtones and online music 2005 single, Hung Up, included the line, sharing on the internet. When altogether are very far away from “Ring, ring, ring goes the telephone,” ringtones first began to boom, mobile producing enough revenue to make which of course featured prominently in content companies discovered that up for the losses from the decline of the ringtone version. consumers were ready to pay a CDs for instance. CDs, which remain premium for them. the principal source of revenue for the All of which has translated into a much industry, fell from 90% of album noisier world. Progress always involves The same thing had happened two purchases in 2007 to 84% in 2008. a balance of gain and loss. Save decades earlier with the advent of Altogether, album sales have declined earplugs or an iPod, there is almost no compact discs. Even though CDs are 45% since 2000, and 2008 was the first refuge from the dizzying variety of cheaper to make than tapes, record year in the 17-year history of abortive – the tune always ends the labels charged more for them because SoundScan in which the top-selling moment the call is answered – sounds their novelty meant that people were album sold under 3 million copies. people now have on their phones. And willing to pay more for them than they while the world is perhaps a more had before for tapes. But while it took If ringtones can’t make up for those audibly vibrant place thanks to nearly 20 years until CD sales stopped losses, it doesn’t mean they can’t alter ringtones, that is of little consolation rising, ringtones time to shine has barely the perspective of musicians. Richard when the guy sitting in front of you on lasted a quarter of that. By the time Maye, a hip-hop producer based in the bus decides to play every single Mastertones became widely available, New York City, said that musicians were ringtone – all seven million of them the seeds of their eventual decline had increasingly composing songs with an apparently – stored on his phone.

97 CHAOS APRIL 2009 MOBILE LIFE Trivia to inspire

SMS DOS AND DON’TS good reason. There are some times • Scammers often send messages • Composing an SMS while you’re in a when people don’t even have a thumb appearing to be from your bank saying face-to-face conversation with someone free to respond. your account has been suspended and is as rude as taking a voice call. • Remember that your phone does asking you to call a toll-free number • SMS shouldn’t be used for formal have an off button. There are very, very where your bank details will be invitations or even for ending few things in the world that absolutely requested. In reality, your identity is relationships! cannot wait. being stolen. • Be aware of your tone. What seems to Source: www.netlingo.com Source: www.scambusters.org you like a completely innocuous message may be misinterpreted, causing MOBILE PHONE SCAMS AND HOW FINALLY… DID YOU KNOW? discomfort and even irreparable harm. TO AVOID THEM • There is now one mobile phone for • It’s madness to SMS while driving. • An estimated three million mobile every two humans on Earth. That’s 3.3 You won’t know what hit you - or what phones are stolen or lost in the US billion active mobile phones on a you hit. every year! They can be used to make planet of some 6.6 billion humans in • Leave the slang to the kids. Don’t calls at the owner’s expense. about 26 years. try to be hip to the lingo of the SMS • Scanners can clone your mobile • An iPhone now has more processing street - and don’t expect to win phone identity, including the number power than the North American Air points with your kids by trying to be and its unique serial number to make Defense Command did in 1965. cool, either. calls at your expense. • The average US consumer only • Be considerate of others’ schedules. • Mobile phone scammers can also uses their current mobile phone for 12 Don’t assume that because you are track your phone to know where you to 18 months. awake, working, or not busy that the are or where you have been. • Over 70% of Americans do not know that person you’re texting is as well. • Free or swapped ringtones can be they can recycle their old mobile phone. • If it’s urgent, make a voice call. If you used by scammers who can install a • In a recent survey, only 2.3% of can’t get through and your text virus to damage the phone or steal Americans recycled their old mobile message is ignored, there’s probably a confidential information. phones; 7% threw them in the garbage.

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