“One-to-one” is the Cornerstone of the Telecommunications’ Evolution
DUBAI, UAE, September 16, 2012 /PRNewswire/ –
As part of the conferences and exhibitions held in Tunisia for the ‘North Africa Com’
Congress, Telecom Review in French had an opportunity to speak with Amine Jabali, the
Managing Partner at Peppers & Rogers Group. In this interview, Mr. Jabali focuses on the
main concepts and strategies of his company, as well as the potential of the North African
As we understand, your business is based on the “one-to-one” marketing concept. How
would you describe this concept and what are the ways that you advise the companies to
interact with their customers?
The philosophy of our company is built on customer centricity. The founders of our
consultancy, Don Peppers and Martha Rogers Ph.D., had established towards the end of the
1980s the “one-to-one” strategy, which is centered on treating different customers
differently based on their values, needs and behavior.
Today, this concept has become the model across industries, including
telecommunications. As such, the world of telecommunications is trying to take advantage
as much as possible of the power of customer insight. And that is also what we as Peppers
and Rogers Groups are trying to do: the more we understand the customer needs and
behavior, the more we are able to customize the products and services, and furthermore
customize the interactions with customers.
For you, what is the evolution of this concept in North Africa?
Today, the North African market is similar to most other telecommunications markets in
terms of structure, including the Middle East and the Gulf regions. North Africa is a
highly penetrated market, highly competitive and facing customers who are more and more
demanding. By being customer centric and focusing on “one to one” strategies, operators
would be able to develop differentiated services and personalized customer experiences.
This would enable them to sustain a profitable growth and manage customers’ expectations.
The main question that arises is: Will North African operators be able to survive?
The operators in North Africa have been investing in 3G technologies over the past
three years. These operators continued to focus on the voice, with an attempt to accompany
it by data, media and content; but the reality is that they are investing heavily in
technology without really changing the traditional way of doing business. Tunisiana is the
best example. It still operates the 2G and remains the market leader with 54% market share
and the fastest growth among other operators in Tunisia. This example illustrates that it
is not just a question of technology and services, but also a question of developing and
deploying a customer-centric culture and strategies.
What are major companies who practice “one-to-one”?
Most of the operators that we work with are trying to implement this “one-to-one”
strategy. They understand that they cannot rely mainly on the prepaid services for their
survival in the next five years. These operators are transforming their culture and
business models through customer-centric programs and initiatives to be able to face the
current and upcoming challenges.
What is the region that has the most potential?
I believe that all regions have the potential, but it is mostly in North Africa where
the percentage of younger generation (less than 35 years) is very large. Whether they have
money or not, young people want to use the internet, play online games, download videos
via Youtube, send SMS, use BBM, etc. and as such, this is one of the strategic segments
that the operators are focusing on.
Therefore, the idea is to implement strategies to attract and change the behavior of
the consumer by providing engaging mobile applications, offering smart phones at
affordable prices as well as by managing customer value across all stages of the customer
You have recently expanded your business to Asia. What are the expected advantages?
We believe that the Asia-Pacific in particular is a promising region with important
strategic implications in terms of its continued economic growth and containing highly
populous countries. Moreover, this is a mature and, we believe, a truly attractive market
in which Peppers & Rogers Group will continue to invest in.
How do you evaluate your performance in 2011?
Last year was a year of integration with Teletech, which is one of the largest
business outsourcing solution providers in the world. We have shared many synergies with
respect to added value services as well as market expansion; achieved through a very
mature transformation which brought added value to both organizations.
In summary, we have managed our business in a way that allows us to diversify our
service portfolio across the industries and sectors, as well as expand into the regions
with high potential.
What are your future plans and expectations for 2012?
I am very optimistic about the year 2012. According to our company’s forecast, we are
very confident and excited about our expansion into Asia Pacific. We are trying today to
penetrate more and more the North African region. We are already present in Egypt in
Algeria (for two years) and today in Tunisia. We hope to develop with increasing momentum
in Tunisia and Morocco in the near future. Furthermore, we expect to see improvements in
the situation in Libya soon, which we also consider as another potentially attractive
So, I think that the year 2012 will be excellent. However, life in the Middle East is
always subject to highs and lows, which exposes us from time to time to some risks.
Nevertheless, I am confident in our ability to reach a balance and focus on achieving our
Contact: Sofia Mogilewskaja, firstname.lastname@example.org
SOURCE Peppers & Rogers Group and Telecom Review