Zain powers Iraq's digital future through customer-driven innovation, inclusion

Tahawul Tech

2 days ago

Mohammed Samir outlines how his telecom brand is leveraging customer-centric innovation to power connectivity, digital inclusion and national progress in Iraq's fast-evolving market.
With more than two decades of experience in Iraq's telecom industry, Mohammed Samir, Chief Commercial Officer of Zain Iraq, has played a pivotal role in shaping the operator's commercial strategy and driving innovation. Since joining the company in 2003, he has led multiple strategic projects, launched pioneering commercial initiatives, and overseen the growth of marketing, consumer sales, and customer service operations.
Samir spoke to Sandhya D'Mello, Technology Editor, CPI Media Group, about how Zain Iraq is positioning itself in one of the region's most competitive telecom markets, its approach to digital transformation, and the company's commitment to aligning with Iraq's national development goals.
Interview excerpts:
Telecom is one of the most competitive sectors in Iraq. How is your company positioning itself to cater for such a dynamic and evolving country?
Competition is intense, but we see it as a catalyst rather than a threat. Our focus is on creating genuine value for customers, not just through pricing but through the experience we deliver. This means investing heavily in our network, offering the best speeds, enabling constant, reliable connectivity and making sure we're offering innovative bundles that match the evolving behavior of our users. We've also spent the last couple of years refining our segmentation approach — understanding different user groups and customising offers accordingly, whether it's for heavy data users, social media stars or small businesses. In a market like Iraq where customer needs are rapidly shifting, and expectations are always rising staying agile is key.
The term 'digital transformation' is often used in business and telecom world. What does it mean to your company specifically?
For us, digital transformation is not about adopting technology for the sake of it — it's about fundamentally reshaping how we operate, serve, and engage. On the customer side, it means making our services more accessible, intuitive, and efficient — whether it's via app-based recharges, predictive and proactive customer support, or flexible self-care tools. Internally, it's about automating key workflows, enabling real-time decision making, and building a culture that embraces data and experimentation. In Iraq, where digital literacy is rising and mobile is often the primary screen, we see digital transformation as an engine of both customer satisfaction and operational efficiency.
How have customer expectations evolved, and how are you responding to these changes?
The biggest shift we've seen is that customers now expect convenience, personalisation, and instant access. They don't want to call a helpline and wait. They want to manage everything through their phones — whether it's buying a bundle, checking data, or resolving an issue. We've made significant strides in this area — our mobile app now allows for nearly every customer touchpoint to be handled digitally. Also, customers today want transparency and fairness — they need to feel they're getting value. That's why we've introduced new bundle structures with clearer benefits, such as free access to many popular apps and multi-use credit systems that can be used for voice, data and many other services.
What are some of the specific innovations or product strategies you've introduced to stay ahead in the market?
Our strategy is built around incremental innovation — we don't wait for massive overhauls or one-off breakthroughs. Instead, we constantly look for small but meaningful improvements across every part of the customer journey. Whether it's simplifying a purchase flow in the app, reducing steps in SIM activation, improving bundle clarity, or optimising payment success rates, we believe these continuous refinements compound over time and deliver real competitive advantage.
A major area of focus has been convenience and accessibility. We've made sure our products are available wherever the customer is — both online and offline. Our bundles can be purchased through our mobile app, website, USSD, and at thousands of recharge outlets, kiosks, and partner stores across Iraq. This hybrid availability ensures that we serve both digital-first customers and those who prefer traditional points of sale.
We've also expanded our electronic payment capabilities, integrating more local wallets, debit cards, and regional payment solutions. This has opened up a more seamless experience —It also aligns with our broader push toward digital adoption and financial inclusion.
The result is an ecosystem that's constantly evolving — not through flashy one-time launches, but through a steady rhythm of user-focused upgrades that make our services simpler, smarter, and more in tune with daily life. That's how we stay ahead: by constantly improving everyday in every aspect of doing business.
Iraq is undergoing significant changes in infrastructure and connectivity. How are you aligning your long-term plans with national development goals?
We see ourselves not just as a telecom operator, but as a national enabler of digital progress. Iraq is entering a new phase of infrastructure development, and our long-term plans are tightly aligned with that momentum — particularly when it comes to connectivity, inclusion, and digital empowerment.
We're actively expanding our 4G coverage, to ensure that reliable mobile internet is a nationwide standard. We're also preparing the groundwork for next-generation technologies like 5G, while modernising our core network infrastructure to improve stability and resilience.
But infrastructure alone isn't enough — digital inclusion is just as critical. That's why we've launched specific initiatives to support women, people with disabilities, and lower-income segments. We also collaborate with NGOs and community organisations to distribute connectivity tools to people with limited digital access.
Another area of focus is youth development. We actively support university students and fresh graduates by early career internships within our company. We believe that the next generation of Iraq's digital economy needs to be equipped not just with connectivity, but with opportunity — so we're working to bridge that gap.
Our long-term strategy is deeply rooted in social equity, accessibility, and empowerment — ensuring that the benefits of digital transformation are widely and fairly distributed. By aligning our business objectives with the broader development goals of Iraq, we're not just building a stronger telecom network — we're contributing to a stronger, more inclusive society.
With all the change, what is your north star? Where do you look for inspiration?
Our North Star is the customer, and our destination is the future. That's the mindset we operate with. No matter how fast technology evolves or how competitive the market becomes, we search for inspiration and stay grounded by constantly asking: Is this making life better, easier, or more meaningful for our customers?
Every decision — whether it's about launching a new product, improving our app, expanding coverage, or changing internal processes — is filtered through that lens. The customer is the constant in an otherwise shifting landscape. Their needs, expectations, frustrations, and feedback are what guide us.
At the same time, we're always looking ahead. We know that the future will bring new platforms, behaviors, and technologies — some of which haven't even emerged yet. That's why we build with flexibility, invest in digital capabilities, and foster a culture of learning within the organisation. We're not afraid to experiment, but we never lose sight of who we're building for.
So in this journey, the customer is our compass, and the future is the path we're walking toward — with purpose, agility, and a deep sense of responsibility.