During LEAP 2025, Telecom Review had the opportunity to speak with Amr M. Eldesouky, Chief Consumer Officer at Etihad Salam Telecom Company, to discuss the evolving telecom landscape, the importance of customer experience, and the technologies that will shape the industry’s future.
With Saudi telecom market expected to reach USD 19.04 billion in 2025 and grow at a CAGR of 3.92% to reach USD 23.07 billion by 2030, Etihad Salam is a rising player in Saudi Arabia’s telecommunications sector, positioning itself as a digital-first company and focusing on innovation and customer-centric services. As the industry moves beyond the traditional business model of selling minutes and data, Etihad Salam is embracing cutting-edge technologies to create seamless, intuitive experiences for its users.
Etihad Salam is redefining digitalization, adopting artificial intelligence (AI)-driven solutions, and ensuring a truly omnichannel experience for its customers.
The Shift from Selling Services to Delivering Experiences
As telecom operators race to build networks and infrastructure, the challenge no longer only revolves around coverage; it also encompasses how customers interact with services. Eldesouky underscored the importance of delivering seamless and intuitive customer experiences, noting that, "it's extremely crucial for many reasons” as “the whole business model of selling data and minutes is behind us.”
We are in the business of selling intuitive customer experience—whether it be using your mobile for telecommunications, conducting a financial transaction, or watching your favourite OTT (over-the-top) streaming service.
According to the Etihad Salam executive, this is becoming the name of the game as “the easier the service is to access, and the more reachable you are, the more effective and relevant you become to your customers.”
This perspective reflects a major industry shift, where telecom providers are no longer just service enablers but rather experience providers. The modern consumer expects services that are not only reliable but also effortlessly accessible across multiple platforms.
Etihad Salam’s Digitalization Journey
Etihad Salam has embarked on a comprehensive digitalization strategy to meet these evolving customer expectations, and has identified three core areas of focus.
"Firstly, as part of our digitalization strategy, we cover the sales, servicing, and automation aspects. Secondly, we are equipping business with state-of-art IT stack, which will support more features in the future. The third aspect, which we at Etihad Salam regard as the most important, and which I hold close to my heart, is the people who are running the show. We're recruiting talents of the highest Saudi calibre, specifically those who can run the business and empower digitalization in the near future."
This commitment to technology, automation, and talent acquisition highlights Etihad Salam’s ambition to become a leader in digital services.
The Role of AI in Shaping Customer Experience
When asked about the technologies that telcos should adopt to revolutionize customer experience, Eldesouky pointed out that artificial intelligence (AI) and machine learning (ML) are the most impactful ones.
"Once referred to as buzzwords, AI and machine learning, which have multiple diverse use cases, are starting to really enhance the business and our daily interaction with each and every customer,” noted Eldesouky.
He explained that these technologies enable a range of powerful applications, such as ML (machine learning) driven propositions that will have a tailor-fit products, services and experience for our customers. One such technology, that comes to mind is Agentic AI. It offers a transformative approach to customer service by enabling hyper-personalized and proactive experiences. These applications improve customer empowerment through tailored interactions, predicting customer usage patterns, sending real-time alerts, identifying potential churn early, and assessing network stability. These capabilities help create a more personalized and proactive customer experience.
Eldesouky also highlighted that dedicated digital experience platforms are being leveraged to offer tailored services for different user personas. "For example, when you open your app, you will see and enjoy a different experience as opposed to my interface or a Saudi youth graduate’s platform.”
The possibilities for tailoring the digital experience across the platform are endless. It is mind-blowing from my point of view, and will enable a much richer experience.
This hyper-personalized approach ensures that Etihad Salam can create customized digital journeys, ensuring that every user receives a service experience that matches their current spontaneous needs, preferences and usage patterns.
Achieving a True Omnichannel Experience
Seamless integration across different communication channels is another priority for Etihad Salam. The company is focusing on making its services accessible across various touchpoints. "The unified experience through an omnichannel is no longer a trend without substance; now, you can witness it,” he stated.
You can carry out a transaction with a seamless experience through Etihad Salam, whether it be via messaging or social platforms, or physically visiting a retail store. This is not tomorrow; this is now, and you can enjoy it through Etihad Salam.
This reflects a significant shift in customer engagement strategies. Customers now expect to transition easily between channels without disruption. Etihad Salam is delivering this today, ensuring that customers can interact with the company in the way that suits them best.
A Modern-Day Telecom Provider
As the telecom industry continues to evolve, Etihad Salam is at the forefront of digital transformation in Saudi Arabia. By prioritizing customer experience, AI-driven personalization, and omnichannel accessibility, the company is redefining what it means to be a telecom provider in the modern era.
As Eldesouky indicated, the future of telecom is no longer about selling services; it’s about delivering seamless, intuitive, and engaging experiences.
Also Read: The Network Is Everywhere, but Where Is the Experience?
