Dubai's du has signalled a shift in strategy and operations, which it will introduce in the fourth quarter. Image Credit: Ahmed Ramzan/Gulf News Archives

Dubai: The Dubai headquartered telco, du, will shift to a new business model from the fourth quarter.

The business operations are being “redesigned” with the introduction of five additional functions and lead to a “faster digital transformation”.

“Winning in the future requires innovation, speed, efficiency, collaboration, and continuously exceeding our customers’ expectations.” explained Johan Dennelind, CEO.  “Our new operating model will digitally future-proof EITC (Emirates Integrated Telecommunications Company), and accelerate our transformation and our ability to adapt to evolving market dynamics.”

The UAE’s telecom space has had to make drastic changes to its operations and recast consumer services to cope with the heavy load after the pandemic struck and businesses and schools learnt to cope from doing everything remotely.

Du reported mixed results in the first six months, with a contraction in mobile and other revenues.

What will the new structure be?

The customer-facing functions will be centered on Commercial, Customer and Channels, and new business and innovation. The technology functions will regroup Technology and IT.

The Commercial will be responsible for management of consumer and enterprise segments, products and services, customer experience, digitalization, and brand management. (Commercial will be led by Fahad Al Hassawi.)

Customer and Channels will manage all sales and service touchpoints for consumer and enterprise clients, including channel strategy, service quality, and digital shift. (It will be led by Anthony Shiner.)

The New Business and Innovation function is to oversee future opportunities in digital and will also be tasked with the incubation and of new opportunities. In addition, this function will be responsible for managing new business partnerships and investments. (The operations will be led by Farid Faraidooni.)

EITC is also reshaping its IT and Technology functions. These will build a "common roadmap of future capabilities, manage business demand in a unified manner and ensure service quality".

To stay relevant to our ever-evolving and demanding customers, we need to reimagine and reinvent how
we operate as an organization. Today’s announcement is a strong indication of EITC’s shift in its mindset
towards building a modern organization

- Johan Dennelind of du