COVER #6:Layout 1

chaos
BY DESIGN
A Zain Magazine | April 2009
I WANA GO!
JOINT VENTURE TAKES ZAIN INTO MOROCCO
BANKING MADE EASIER WITH ZAP
DIGITAL FUN WITH ZAIN CREATE
FLAGSHIP STORE OPENS IN BAHRAIN
Issue 06
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
W
elcome to our 6th issue of Chaos by
Design, and bienvenue to our
francophone readers who can now
enjoy Chaos by Design in French.
There was never any doubt that 2009 would be
a challenging year, not only for Zain, but for the
telecom industry as a whole, and this is why I
am delighted that we have started off with so
many positives.
Our first foray into North Africa saw us acquire a
strategic stake in Wana, one of Morocco’s leading
operations, taking our corporate presence to 23
countries across the Middle East and Africa. It was
the perfect follow-up to our excellent results for
2008, a year that saw 50% customer growth across
two continents. Today, Zain is proud to declare
that it has over 63.5 million active customers
across all operations.
On the fiscal front, our revenues exceeded $7.44
billion, while we showed a net profit of $1.2 billion increases of 26% and 6%, respectively. These
figures, and the many prestigious industry awards
won in recent months, are a testament to the
dedication of all the 15,000-plus incredible people
that make up the body and soul of Zain.
Congratulations must go to our Ghanaian and
Saudi Arabian colleagues for attaining 270,000
and 2 million customers, respectively, so soon
after launching operations. These encouraging
early numbers not only indicate the crucial role
both countries will play in Zain achieving its
2011 target of becoming a top ten global
telecom company, but they validate the
executive management’s original decision to go
after these licenses.
Uganda and Nigeria, has redefined mobile
banking on the continent and will play a major
role in improving lives for our customers, while
our presence in Lebanon has been extended for
at least another year thanks to the efforts of the
‘mtc touch’ team in successfully winning the
tender. We can now look forward to the planned
privatization process in which we can secure a
longer-term presence.
Recently, Zain’s first state-of-the-art flagship store
was unveiled to an eager Bahraini public. This
exciting milestone, has set new standards in
mobile telecom retail and will eventually be rolledout across all operations, allowing all our
customers access to the very latest in mobile
phone products and services. In the same week, in
partnership with Rotana, we also launched ‘Zain
Create’ in Kuwait. The service will eventually allow
all Zain’s Middle East customers to access the
latest in digital entertainment.
Finally, our CSR and sponsorship programs
continue to bring us closer to the communities we
serve. Most recently, we were closely involved in
Burkina Faso’s FESPACO, the biggest cultural
festival in Africa, while in Saudi Arabia, we are
training less-advantaged women to sell Zain
products and services from home to support their
families. Both these initiatives – and others across
two continents, all covered in this issue – have
dramatically changed lives for hundreds, and
hopefully later thousands, of people.
I recall the words of management author Jack
Welch who urged us to “change before you have
to.” At Zain, we have initiated change now, to build
‘A wonderful world’ for tomorrow.
Happy reading!
Elsewhere, the launch of Zap, our comprehensive
mobile commerce service across our East Africa
operations, namely Kenya, Tanzania and, soon,
Dr Saad Al Barrak
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
REACHING THE TOP
6
38
Pilgrims’ progress
Staying in touch with families
during the annual Hajj
Nicolas Hayek
Watch guru
7
8
Yasser Al Qahtani
Saudi soccer superstar
Rewarding an African role
model
MY CITY
Malawi’s Hazel Warren is a shining
example to all
Libreville: An island of
tranquility
40
42
One of Africa’s most friendly
capitals
REAL LIVES
12
Zain in Jordan receives royal
recognition
44
Noble hunters in the sky
16
18
46
48
New entrepreneurs
Women in KSA learn to sell from
home and be independent
Mobile retail therapy
Zain’s flagship store opens in
Bahrain
Taking the expressway
Creating a pool of new managers in
Nigeria
Wana go to Morocco?
Zain’s $324 million joint venture
with Al Ajial
Reaching out in partnership
Village phones improve lives in
Madagascar
Explaining the ancient and noble
sport of falconry
CORPORATE SPIRIT
A king’s reward
50
An overdue facelift
Helping renovate a Zambian school
22
Zapping into the future
Mobile banking for the African
continent
4 CHAOS APRIL 2009
52
Circus maximus
Showing off talent in the ring
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
54
Editing:
Vinehouse Media
Still touching lives
Re-acquiring the management of
the Lebanese network
55
Color Separation
and Printing:
www.raidy.com
Offering a chance
Boosting job opportunities in
Jordan
56
Produced by:
Zain Group Communication
and Investor Relations
Department with Vinehouse
Media
Investing in the future
Sponsoring NUKS USA in D.C.
58
Texting for an icon
Birthday SMSs raise money for
Mandela Foundation
60
Singing for development
Youssou N’Dour helps microcredit initiative
62
82
Re-opening the Zain House in
Barcelona
New kid on the block
Talking to Zain in Kenya MD
Rene Meza
MOBILE LIFE
86
66
Filling the trophy cabinet
90
A world of digital
entertainment
‘Zain Create’ arrives in Kuwait
74
Functions for life
What the mobile phone really does
for us
94
Tone of the time
Exploring the multibillion-dollar
ringtone industry
Rocking into Ghana
New opco takes ‘One Network’ to
17 countries
Embracing the future
Mobile phone cameras take
control
2008 saw a chestful of awards
72
A home from home
98
Head Office Bldg
Bldg 401, Road 2806
Block 428, Al Seef District
P.O. Box 5808
Manama
Kingdom of Bahrain
Tel.: +973 13 605000
www.zain.com
info@zain.com
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.
Nicolas Hayek
R
ated the world’s 296th richest
person in 2008, with an
estimated wealth of $3.6 billion,
Nicolas Hayek is known as something
of a miracle worker and is the man
credited with transforming the
fortunes of the struggling Swiss watch
industry in the 1980s, when he
merged two Swiss watch companies,
ASUAG and SSIH, to form the
dynamic Swatch company.
Hayek’s new company transformed the
image of watches worldwide from
functional to funky and fashionable,
turning Swatch into an instantly
recognizable brand. Known for being
low-cost, high-tech and very trendy,
the company is now the largest
manufacturer of finished watches in
the world, with responsibility for more
than 20 brands, some 20,000
employees, 156 factories and annual
profits surpassing $1 billion for the first
time in early 2008.
6 CHAOS APRIL 2009
Indeed, so successful were Hayek’s
strategies with Swatch that they
spilled over into the rest of the Swiss
watch industry, helping to revive its
flagging fortunes that had come
about, in part, as the result of cheaper
Japanese imports. Hayek used
engineering blueprints developed by
another of his companies, Hayek
Engineering AG, to reduce
conventional production costs by
some 80% by fully automating
assembly lines and reducing the
number of components in his watches
compared to others. He also supplied
watch movements and components to
the entire Swiss watch industry.
While Hayek, who was born in Beirut
in 1928, has stepped down as CEO,
turning over the position to his son
Nick Jr., he remains chairman of the
board of directors and retains an
important role in developing
company strategy.
In 1995, the former
German Chancellor
Helmut Kohl appointed
Hayek a member of his
Council for Research,
Technology and Innovation for the
future of Germany and Europe. Hayek,
who is known for his astonishing
attention to detail, was the only
foreigner among 17 members.
He was also nominated as president
of an innovation council for the future
economic strategies of France in
1996, and is a consultant to many
European governments and a
member of an EU workshop. He has
even been nominated to be part of a
body charged with restructuring the
Olympics.
This self-made Lebanese businessman
has also been credited with playing an
important role in the creation of the
Smart Car, which was conceived of as a
super-compact car for city use by
Mercedes-Benz.
Not just a canny businessman, Hayek
has also become known as an active
campaigner for environmental
concerns, and has been quoted as
saying that Switzerland could become
a world leader in renewable energies.
6-7 Reaching the top 2:Layout 1
3/25/09
12:12 PM
W
idely considered to be one
of the finest footballers ever
to emerge from the Middle
East, Yasser Al Qahtani, the youngest
captain ever of the Saudi national
team and the 2007 Asian Footballer of
the Year, goes by the nicknames Robin
Hood and the Sniper, both of which
hint to the fact that Qahtani became
the premier player in Saudi Arabia and
something of a national icon through
his lightning-quick speed – on and off
the ball – accuracy and ability to beat
opponents. He also has a winning
personality and demonstrates
exemplary behavior off the field.
Qahtani began his career, and first
made his name, at the youth club of Al
Qadissiya, in the Kuwaiti Premier
League, which he joined in 2000. At
Qadissiya, Qahtani quickly proved
himself to be an exceptional striker, and
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
neighbouring Saudi
teams became too
great to resist.
Page 2
Qahtani was called-up to the KSA
national team in 2002, scoring ten
goals for his country over the next two
years. In 2004, he played in all Saudi
Arabia’s games at the Asian Football
Championship. In that same year, in
the qualifying rounds for the 2006
World Cup, Saudi Arabia went
undefeated for 12 games, an
accomplishment for which Qahtani was
almost solely responsible. His goal
against South Korea earned him the
Man of the Match award and took his
team to the finals in Germany. Even
though Qahtani, in one of the Saudi’s
most exciting international matches,
scored a goal against Tunisia, the
game ended in a draw and the
Kingdom eventually failed to advance
past the first round of the cup.
In 2007, Qahtani also shone. He took
his team to the AFC Asian Cup finals –
where he was the leading goal scorer –
and was nominated Asian Footballer of
the Year.
In that year, according to the
International Federation of Football
History & Statistics, only five
professional players in the world
scored more goals that Qahtani.
Given his talent and level of
achievement, Qahtani has been a hot
prospect for European clubs. Upon
winning the Asian football player of
the year award, Qahtani told
reporters: “It’s a dream of any player
to play in any of the European
leagues. I would prefer England or
Spain. I think that this award will help
my chances of getting to Europe.”
Qahtani had trials at a few European
clubs but, true to character, he has
remained loyal to Al Hilal.
Yasser Al Qahtani
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!
I
n 1846, the French navy detained
the Brazilian slave ship Elizia off the
coast of Senegal and rescued its
Congolese “cargo.” The majority died
before the French could get them to
the hospital in Dakar, but 52 of them
did manage to survive and, after
spending three years in Senegal, they
were taken to a French outpost on the
8 CHAOS APRIL 2009
Gabon Estuary by Captain BouetWillaumez, a French officer.
Freetown in Sierra Leone, where the
British had resettled former slaves.
Upon arrival, each of the freed slaves
was given a plot of land and enough
raw material to build a small hut.
Bouet-Willaumez named the newlyformed settlement Libreville – literally
‘free town’ – a tribute to the first
The story, however, began nearly a
decade earlier. Although the slave
trade was officially outlawed by the
Congress of Vienna in 1815, African
chiefs on the coastal plains continued
to capture people from the interior
and sell them to European traders. As
a way to fight this illegal practice,
Bouet-Willaumez signed a treaty in
1839 with King Rapontchombo, an
influential chief who controlled land on
the south side of the Gabon Estuary.
The French stationed naval personnel
on the newly acquired land, from
where they sailed the waters
combating the trade in human cargo.
In 1842, the outpost was expanded to
the right bank of the Estuary after
Bouet-Willaumez signed more treaties
with the ruling chiefs of the villages of
Dowe, Glass, Quaban and Luis, all in
the vicinity of present day Libreville.
From 1843 to 1846, France continued
to expand its influence on the coastal
region by making similar alliances with
more chiefs. It was part of this land
that Bouet-Willaumez gave to the
survivors of the Elizia in 1849.
Some historians say that, in prehistoric
times, the Gabon Estuary was
inhabited by pygmies. However, when
the Portuguese first arrived in the mid15th century, the Estuary was in fact
populated by the Mpongwe people,
coastal dwellers living on the Estuary
who traded with the tribes in the
interior. After the Portuguese and
other Europeans arrived, it was only
natural for the tribesmen to act as
middle men, trading in everything
from rubber, ivory and ebony, to
slaves. In return, the Europeans gave
them firearms, iron, fabric and alcohol.
Even though the Portuguese were the
first to trade with the Mpongwe, they
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 the region
Diversity of styles: the Ministry of Oil and Mining
9 CHAOS APRIL 2009
Hustle and bustle: the vibrant Mont Bouet market
Compared to the turbulence that many
West and Central African capitals have
witnessed since independence,
Libreville is considered an island of
tranquility. It is for this reason that the
city’s physical appearance has not
been tarnished and thus it was able to
preserve its traditional and colonial
past, while at the same time making
room for modernity
never established a permanent
foothold in the area and it wasn’t
until the 19th century, when European
explorers began to take a real
interest in Africa, that colonies were
set up. It was from these outposts
that expeditions would venture into
the interior of the “dark continent.”
Today, the Portuguese influence can
mainly be felt through the names of
places. The name Gabon derives
from the Portuguese word “gaboa,”
10 CHAOS APRIL 2009
which means a sailor’s hooded cloak,
a reference to the shape of the
Gabon Estuary.
With the French fully in control,
missionaries from France, America,
and the Vatican began to move to
the region and open schools and
health clinics in the surrounding
village. The village of Glass was
popular among the first arrivals and
became a commercial hub.
In 1888, the French Congo was created
and all the French establishments on
the Estuary including the Mpongwe
villages, were lumped into one, given
the name Libreville and considered the
capital of the region. Even though
Libreville was by far the oldest city in
the Congo Basin, it lost its status as
regional capital to Brazzaville in 1910,
with the creation of the Afrique
Equatoriale Française (AEF). Libreville
was, from then on, the capital of the
Gabon colony.
Things really began to take shape
shortly before World War I, when the
demand for lumber reached an alltime high. Overnight, the Okoume
tree began to drive this tiny economy,
transforming it from a subsistence
economy to an exchange economy.
The demand for lumber was the
catalyst this small community needed
to attract the world’s attention. News
of the economic boom spread and,
before long, droves of expatriates and
foreign companies were moving to
Libreville to set up shop. Buildings
were erected, the road network
around the colony was expanded to
include other towns and villages, and
the port was enlarged to handle the
workload. The ‘real’ colonization of
Gabon had begun.
Unlike many other former French
colonies, Gabon has had a remarkably
good relationship with its former
colonial power. In 1958, Gabon
became a republic under French
control and, two years later, it gained
full independence. Prior to
independence, Leon M’ba formed the
country’s first political party, ‘Le
Mouvement Mixte Gabonais,’ and then
became the first president. In 1964, he
was overthrown in a military coup but,
two days later, was restored to power
with the help of French troops
stationed in the country. In 1967, M’ba
died and was replaced by his vice
president El Hadj Omar Bongo.
Bongo Ondimba – he added Ondimba
to his last name in 2003 – has been in
power ever since and is arguably, since
Cuba’s Fidel Castro stepped down in
2008, the world’s longest-serving
president. In 2005, after winning the
most recent presidential election, he
was granted another seven-year term.
Gabon has acted as a stabilizing force
in the Congo Basin for years, and it
Design character: the Ministry of Forested Economics
RICH IN CULTURAL DIVERSITY
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
Congo, Equatorial Guinea and Cameroon. Over 85% of the territory is covered
with forest in which the flora and fauna is still well preserved.
Gabon is rich in cultural diversity with about 50 ethnic groups, the major ones
being Fang, Pounou, Myene, Ndzebi and Obamba. Even though French is the
official language, Gabonese people have a common greeting, Mbolo, which
means good morning or good afternoon.
The country has numerous natural tourist attractions including the Point
Denis in Libreville, which offers great sandy beaches and the Lopé Reserve,
a 350 km journey from Libreville, where tourists can see big herds of
buffaloes and elephants. Also on the tourist itinerary is the Lékoni canyon,
the Bakoumba nature reserve, the bridge of Lianas, the Poubara Falls and
13 other national parks.
has even been involved in mediating
disputes that have erupted in the
surrounding countries. One of the
reasons why Gabon can play such a
role in the region is because it has
one of the smallest populations in
Africa, and boasts the highest income
per capita on the continent. Initially,
the country’s success was tied to the
timber industry but, with the
discovery of oil and natural gas in the
1970s’, the country’s economic output
began to grow at an astonishing
pace. Besides oil and timber, Gabon
is the second largest producer of
magnesium in the world and also has
large deposits of ore.
Compared to the turbulence that many
West and Central African capitals have
witnessed since independence,
Libreville is considered an island of
tranquility. It is for this reason that the
city’s physical appearance has not been
tarnished and thus it was able to
preserve its traditional and colonial
past, while at the same time making
room for modernity.
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
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
12 CHAOS APRIL 2009
12-15 Real lives - Falconry 4:Layout 1
3/25/09
11:13 AM
Page 2
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.
I
can still remember the sight of
falcons as they soared high above
my home in the foothills of southern
California when I was a child. Back
then, Santa Barbara was just a sleepy
harbor town, yet to be discovered as a
retreat for the rich and famous. The
foothills were nothing more than
dense brush and steep terrain, an
ideal habitat for both hunter and prey.
I spent much of my youth hiking the
trails of Los Padres National Forest
above Santa Barbara, and the sight of
a hawk or falcon swooping down on
an unsuspecting rodent was quite the
norm. As Santa Barbara began to
grow, much of the foothills were
turned over to housing estates and
slowly the sightings of these majestic
creatures became fewer.
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 newlyformed Emirates Air. After the hostess
had shown me to my seat, I looked
down and was shocked when I saw
what was on the aisle seat beside
mine. Strapped to the chair was a
custom-made wood rack with four
hooded falcons perched upon it. They
were returning from a hunt in the
Punjab region of Pakistan. Their
owners were sitting in the row in front.
After I cautiously made my way around
the birds to get into my window seat, I
13 CHAOS APRIL 2009
12-15 Real lives - Falconry 4:Layout 1
3/25/09
sat there and just stared at them in
amazement, thinking that this could
only happen in this part of the world.
As the aircraft rumbled down the
runway, the birds neither fluttered their
wings nor made a sound. All they did
was adjust their bodies as the plane
lifted off. No one else in the first class
section of the plane seemed to pay
them any attention.
Nobody knows for certain when
falconry began. What is clear is that
the relationship between man and bird
developed long before any written
records were kept. There are, however,
accounts of various khans from the
Mongolian steppe practicing falconry
thousands of years ago, and one
theory is that there was a “parallel
evolution” in both Mongolia and
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
14 CHAOS APRIL 2009
11:13 AM
Page 3
After a falcon
has killed its
prey, the
falconer has to
move quickly to
the scene of the
kill and hood
the falcon and
remove the
carcass before
too much
damage is done
Koran which permits falconry as a way to
hunt for food.
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. After the first rains,
there is a period when green shoots
begin to sprout. The young sprouts
attract much wildlife, including the
gazelle and houbara bustards - one of
the most sought-after delicacies for
Arab falconers who have been
hunting it for millennia. The houbara
12-15 Real lives - Falconry 4:Layout 1
3/25/09
11:14 AM
Page 4
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 ground and, as well as the
Arabian Peninsula, it can be found in
Iran, Pakistan and the Sinai Peninsula
anytime from October to April.
the falcon can be very protective of
its prey, a good falconer uses a big
piece of leather to slip between the
bird and its kill before removing the
carcass and putting on the hood.
A good falcon can kill up to five
houbara in one day and an
exceptional falcon can kill upwards of
eight. Because of the houbara’s
popularity among hunters, their
numbers have dwindled to such an
extent that now there are a number of
wildlife conservation programs
spanning from Morocco to Saudi
Arabia to help repopulate the species.
The most prized falcons come from
Persia. The female is preferred because
they are bigger than their male
counterparts and can bring down larger
game. There are a number of
techniques to trap wild falcons that
basically entail the same thing: The trick
is to lure the falcon to some sort of live
bait - once the bird has come down out
of the sky and attacked the bait, there
needs to be a mesh cover dropped on
the falcon thereby entangling it so the
bird cannot fly away with the bait.
Once a falcon is caught, its head is
immediately covered by a hood. The
hood is used anytime a falcon is being
transported or put into a stressful
situation. The hood is also used while
training a falcon. A good falconer can
train a one year old falcon in just under
After a falcon has killed its prey the
falconer has to move quickly to the
scene of the kill, hood the falcon and
remove the carcass before too much
damage is done. Usually, the falconer
lets the falcon rip apart the neck and
maybe even have some of the meat
on the chest before carefully
removing the dead animal. Because
two weeks. Older falcons can take up to
three weeks to train.
Traditionally, Arab falconers would
capture their falcons in autumn, during
the migration season and then train
them so that they could be useful for
catching prey during the winter and
early spring months when the desert is
normally filled with all kinds of wildlife.
In April, when the migration
northwards begins, the falcons are
released into the wild once again.
Today, falconry in the Middle East has
become more of a sport and not so
much a source of food. Because man
has encroached upon much of their
natural habitat, there are fewer
falcons in the wild. To ensure that
these majestic creatures’ future is not
threatened, there are a number of
breeding programs throughout the
region so that the art of falconry can
continue to be passed down from
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
O
n March 14, 2009, Zain, in a 50/50 partnership with
Al Ajial Investment Fund Holding, agreed to invest
MAD 2.850 billion ($324 million) through a newly
established joint venture, “Zain Al Ajial,” in return for 31%
of Wana, the third mobile telecom operator in Morocco.
The joint venture will provide Wana with the funding
requirements and operational contributions to continue its
ambitious growth plan and successfully launch its new GSM
license in late 2009. Under the agreement, Zain will assist
Wana for the deployment of the new GSM Network. Wana
is an integrated telecom operator, currently offering fixed
and restricted mobility wireless services, under the Bayn
brand, full CDMA mobility services under the Wana brand
and Internet and data services throughout Morocco.
“With 22.5 million mobile customers representing about
70% penetration, Morocco is an exciting new region for Zain
to extend our footprint to 23 countries,” said Dr. Saad Al
Barrak, Chief Executive Officer of Zain. “Alongside ONA,
the largest conglomerate in Morocco, and its main
shareholder SNI, we look forward to assisting Wana to
KEY INVESTMENT HIGHLIGHTS
FAVOURABLE STRATEGIC FACTORS:
• Exposure to the attractive and growing Moroccan
telecommunications market
• Total population of approximately 35 million
• A young population, with more than 30% under the
age of 14
• A stable political background, advanced regulatory
and legal environment
• Moderate mobile penetration at around 70%
• Fast growing economy (11% per capita GDP growth
during 2008)
• Only two other national competitors
• Wana has fixed-line, 2G and 3G telecom licenses
16 CHAOS APRIL 2009
capitalize on its demonstrated track record of introducing
innovative products to the Moroccan community and to
share the substantial growth opportunities that lie ahead as
Wana launches its new GSM offering.”
Karim Zaz, Chief Executive Officer of Wana, was equally
upbeat: “We are extremely pleased to partner with Zain and
Al Ajial in this new chapter of our business,” he said. “Our
new investors provide us with the right combination of longterm financial investment and operational resources to help
us achieve our objective of making Wana a leading telecom
operator in Morocco.”
Along with the investment, Wana and Zain will enter into an
operating framework agreement that will allow Wana access
to Zain’s expertise, purchasing power, products and
services, including Zain’s ‘One Network,’ the world’s first
borderless mobile telecoms network.
Favorable strategic factors to the joint venture include
exposure to the attractive and growing Moroccan
telecommunications market and a total national population
• Wana had more than 2 million active customers by the
end of 2008
• More than 420,000 customers adopted Wana’s full
mobility services by the end of 2008
• More than 20% market share on the internet access
AN EXCELLENT ADDITION TO ZAIN’S FOOTPRINT:
• Contributes to Zain’s 2011 objective to be a top ten
global telecommunications company
• Zain will contribute its experience, product and
technical capabilities such as Mobile Commerce and
One Network to compliment the GSM launch
• Expands Zain’s value proposition to prime regions in
Western and Northern Africa
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of approximately 35 million, more than 30% of which is
under the age of 14. Morocco has a fast-growing economy –
11% per capita GDP growth during 2008 – a stable political
background and an advanced regulatory and legal
environment, while mobile penetration is at a moderate
70% with only two other national competitors.
For its part, Wana has fixed-line, 2G and 3G telecom licenses
and more than 20% market share of the internet access. It had
more than 2 million active customers by the end of 2008,
420,000 of which had adopted Wana’s full mobility services.
The move will undoubtedly contributes to Zain’s 2011 objective
to be a top ten global telecommunications company. Zain will
contribute its experience, product and technical capabilities
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.
“We have admired what Wana has accomplished since it
was awarded with its fixed and mobility licenses in 2005 and
Favorable strategic factors of
the joint venture include
exposure to the attractive and
growing Moroccan
telecommunications market
and a total national
population of approximately
35 million, more than 30% of
which is under the age of 14
2006,” said Waleed Al Fehaid, Chairman of Zain Al Ajial,
adding, “The new GSM license along with the offerings
Wana launched in the past year provided a very attractive
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…
do your taxes… and yes, pick your towel up off the
bathroom floor! And then there are the things in life you
want to do: play… have a bit of fun… escape and discover
something new. When Zain decided to create a retail flagship
store in Bahrain, guess which life philosophy it chose to follow?
T
Tito Alai, Zain’s Chief Commercial Officer, had a very simple
brief for FutureBrand, the brand strategy and design
consultancy agency responsible for Zain’s original branding
and personality. “Design an innovative store that sets the
tone for what a telecommunications retail environment
should be like in the 21st century.”
The result was a genuinely wonderful world in the finest
Zain tradition.
He then added, “Surprise me!”
Zain constantly redefines what it means to be a
telecommunications company, especially in the way the brand
looks at the services it offers. The company had quickly
established itself as a dynamic and exciting brand to watch in
the Middle East, Africa and beyond, and any retail flagship
store that carried the Zain name needed to be equally dynamic
and exciting. In short, Zain needed a base that drove home its
mission of promoting an enriched and vivid life.
18 CHAOS APRIL 2009
As Paul Bretherton, FutureBrand’s Creative Director of
Branded Environments said, “Zain doesn’t chase. Zain leads
with its values of ‘Radiance, Heart and Belonging.’ Our
ambition was to create something that the West would steal
from us for inspiration.”
It sounded like a tall order – designing something
surprising, something that arouses envy, something that
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!
Touching technology: Multi-colored screen panels await eager users
Well, with people. Paul and his creative team started by
mapping the different “need states” of customers, and what
might make them want to visit a Zain store. Then they asked
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
mundane,” said Bretherton. “You enter, you shop, you
queue, you pay and you leave. Most people want to get in
and out as fast as possible. If you don’t get the primary
drivers for the customer right, then they won’t interact with
anything else in the store.”
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
can also download music, ringtones and videos to make
their phone as exciting on the inside as it is on the newlypersonalized outside. And if a customer wants help with
personalization or anything else in the store, this is where
Zain Care comes into play.
“Zain Care is an area of the store with highly-trained experts
who will help you with all of your mobile needs,” explained Al
Mutairi. “It is so annoying when you can’t get the help you
need, or it’s done without a smile. Our Zain Care associates will
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
19 CHAOS APRIL 2009
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CORPORATE SPIRIT
revolutionize the way people think about customer service.
Simply, Zain Care makes the complex simple.”
Zain Create and Zain Care are brand drivers that propel the
store into a class of its own. Zain Care staff will carry out
new product demonstrations and offer tutorials for both
businesses and individual users. Need a while to sort it all
out? There is a lounge area with more relaxed seating for
private consultations.
Of course, the goal of the flagship retail store is much greater
than just creating a pleasant environment in which to perform
transactions. It is a space to dream and where one can explore
and experience the world of Zain. The store space itself
delivers an interactive experience that is larger than life, so
those who visit the store want to return again and again for yet
another taste of the life Zain has on offer.
“We are so lucky to have such a great brand to build
from, in terms of richness of color, ambition, imagery and
what the company wants to do and who it wants to
touch,” said Bretherton.
After considering the customer, Bretherton and his team
turned to the architecture of the space, which presented its
own set of challenges – for instance, there were high
ceilings, which can give a feeling of lightness or a cavernous
chill. To solve that problem, FutureBrand decided to leave
much of the ceiling work exposed, rather than cover it up.
“We didn’t want to do anything too precious. Zain is ‘A
wonderful world’, but it is also accessible,” says Bretherton.
The juxtaposition of exposed beams and a high-gloss floor
exemplify this concept. Business-focused sales areas are
framed by smooth timber, while areas for play and
exploration are high-color and high-tech.
The front of the store is a pure brand frame, almost like a
gorgeous, colorful present waiting to be unwrapped. This is
meant to elicit a very specific reaction. “I want to see a lot
of dropped jaws when people walk into the store,” said
Alai. The world of Zain can have that effect!
A Zain brand ‘spine’ runs throughout the store, made up of
14 inter-linked large LCD displays and text LED. It is a living,
breathing, dynamic piece of technology that allows
customers to see both their own world and the world of
Zain throughout the region. Zainers can upload pictures and
text messages to the spine, announcing their entrance and
interacting with the store. Eventually, the brand spine will
connect with a network of flagship stores across the world,
fully realizing the Zain vision of a wonderful world.
“This store will exceed everyone’s expectations, and it takes
Zain to a whole new level,” said Al Mutairi. “Just wait.”
A technical drawing that shows an aerial view of the store’s layout
20 CHAOS APRIL 2009
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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.”
Getting to grips with the future: Customers at the opening of the flagship store
Z
ain’s flagship store was opened in Bahrain on March
19, 2009. Interactive, informative and entertaining, and
utilizing the latest in digital technology, the 350
square meter, state-of-the-art outlet will now change the
way we shop for telecom goods. The store will be
eventually linked to a network of similar outlets across Zain’s
Middle East and Africa operations.
“This ‘store of the future’ sets the tone for what a retail
telecommunications environment should be in the 21st
century,” declared Zain CEO Dr. Al Barrak. “Our brand is
young and that’s exactly the approach we have taken in
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 is fully customerfriendly. 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
mobile phone user seeking the
latest accessories, customers
can browse with the help of high-tech interactive displays and
even grab a coffee while they are doing it.
“Zain in Bahrain is proud to launch the first among many
stores that will be rolled out among our 22 operations,”
said Zain Bahrain GM Mohammed Zainalabedin. “We have
a great tradition of bringing exciting new concepts to the
market, either as products and services or as part of a new
retail experience. Our Experience Shops changed telecom
retail in Bahrain when they were introduced in 2003, and
here we are again, raising the bar in delivering new and
exciting innovations and technology.”
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
I
n February 2009, Zain announced plans to bring mobile
banking to over 250 million people in Africa with the
launch of Zap, a service that provides the most
comprehensive and accessible package of mobile banking
features currently available on the African continent. Zap will
initially be available in Kenya and Tanzania prior to being
launched in Uganda and Nigeria, providing millions of
people with access to banking for the very first time.
22 CHAOS APRIL 2009
Zain is partnering with leading international and regional
banks including Citigroup and Standard Chartered to
launch Zap, which will allow Zain customers in the four
countries to use their mobile phone to:
• Pay bills and pay for goods and services
• Receive money and send money to friends and family
• Send and receive money to the bank accounts
• 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
The Zap service will also be included as part of Zain’s
pioneering ‘One Network’ service that allows traveling
customers to move across geographic borders without roaming
surcharges, recharge their mobile phones with locally
purchased top up cards and receive calls for free. This means
that customers will be able to send airtime to other Zain
customers across Africa.
“The launch of Zap represents the latest chapter in our work
to push the boundaries of mobile communications,” said Dr.
Saad Al Barrak, Zain Group’s CEO. “For any market in the
world, the combination of services we are providing would be
exciting; but when set in an African context, the implications
are especially profound.”
He further added: “With a potential customer base of over 250
million people in Kenya, Tanzania, Uganda and Nigeria, many
of whom have never had access to formal financial services, we
believe Zap will reshape the future of banking in Africa.”
Zap will provide customers with increased security and
flexibility, reducing the need to carry cash and ensuring
payments between friends and family remain secure. A
password is needed for each transaction and the service is
protected through a state-of-the-art security application.
Customers will also benefit from being able to access the
service 24 hours a day, seven days a week through their
handset, providing the convenience of accessing cash
anytime, anywhere.
By using Zap, millions of
Zain’s African customers will
now be able to pay bills and
buy goods and services;
receive and send money to
friends and family, withdraw
cash and manage their bank
accounts - all by using their
mobile phone
Zain customers can sign up for free for the new Zap banking
and payment services by completing an application form
and handing it over to registered Zain agents in tens of
thousands of villages, towns and cities across East Africa.
Zain will then provide customers with a mobile wallet, which
will allow them to use their mobile phone in much the same
way as a bank account debit card and manage their money
through their handset. The service is supported on all
handsets including ultra-low-cost handsets (ULCH) which
Zain is successfully rolling out across the continent.
Zain and its partners are confident that Zap will increase
access to banking services in Kenya, Tanzania, Uganda and
Nigeria, where formal banking services are largely restricted
23 CHAOS APRIL 2009
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CORPORATE SPIRIT
to urban populations. It is estimated that over 80% of
Kenyans, Tanzanians, Nigerians and Ugandans do not have
access to banking services.
Zain, in partnership with Citigroup and Standard Chartered
Bank, is ensuring that the services meet all the required incountry banking regulations as stipulated by the central
banks for the launch of Zap services. In addition, Zain’s
banking partners will facilitate payments and settlement
processes in accordance with the terms and conditions of
the in-country banking regulations.
“We are extremely excited to be partnering with Zain on
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
banking in Africa and will help overcome many of the
obstacles presented by providing banking services to
remote and rural communities. We’re proud to be working
with Zain at the forefront of this mobile banking revolution.”
This sentiment was echoed by Sridhar Srinivasan, Citi’s
Global Transaction Services Head of Sub-Saharan Africa:
“We are proud to be part of this initiative that will transform
Zain and its partners are
confident that Zap will increase
access to banking services in
Africa, where banks are largely
restricted to urban
populations. Once more, Zain
is initiating change
the banking environment in Tanzania, allowing people to
access financial services everywhere. The Zap offering is a
true innovation, extending the reach of financial services to
every corner of this country and stimulating the payments
system through accessible mobile technology. Our
successful partnership with Zain enabling this
groundbreaking service is a great testament to our
commitment to the economic development of the countries
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”
T
he 21st FESPACO opened
on Saturday February 28th
at the August 4th Stadium
in the capital of Burkina Faso,
Ouagadougou. The ceremony,
26 CHAOS APRIL 2009
which was covered by over 100 television channels and over 350
international journalists, was lit up with a sparkling performance
by Ghanaian singer Kodjo Antwi and a musical set made by
local artists such as Eugène Kounker, Yeleen, Alif Naaba, Floby
and Sissao.
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Ahmed Atef receives the City of Ouagadougou prize for Les Démons du Caire
Selome Gerima with the Golden Stallion prize for Teza
Following a welcome address by the Mayor of Ouagadougou,
Simon Compaoré, Malian astrophysicist, Cheick Modibo Diarra,
paid tribute to Ousmane Sembene, one of Africa’s pioneering
film makers, who died in 2007 and who had devoted much of
his life to promoting FESPACO.
Then, under the chairmanship of His Excellency Blaise
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
FESPACO, which showcases African cinema and those films
made by Africans living abroad.
The Pan-African film and television festival of
Ouagadougou, created in 1969, has, according to its entry
in Wikipedia, “evolved into an internationally recognized
and respected event in not only the African continent but in
the world at large. At the third festival in 1972, it became by
governmental decree FESPACO (Festival Pan-Africain du
Cinema et de la Television de Ouagadougou). That year, the
first official winner of the best film award was Le Wazzou
Polygame by Oumarou Ganda of Niger.”
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 promotes African arts and culture around the world,” said
Tito Alai, Chief Commercial Officer of the Zain Group, which
was the exclusive sponsor and supplier of mobile phone
services for this year’s festival. “FESPACO, the largest African
cultural festival, is important to us and our customers and
therefore we are proud to be a part of this festival.”
Many of Africa’s top film makers were competing for the
prestigious Étalon de Yennenga – or Golden Stallion – awarded
to the film that best captures the realities of Africa. Other
prestigious awards included the Oumarou Ganda Prize, given
for the best first film, and the Paul Robeson Prize for the best
film by a director from the diaspora.
27 CHAOS APRIL 2009
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CORPORATE SPIRIT
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 film that best promoted African culture. It was won by
Ethiopian film director Haile Gerima, whose film, Teza, also won
the Etalon de Yennenga.
28 CHAOS APRIL 2009
The other winners of the more than $100,000 worth of prize
money at the 21st FESPACO were announced on March 6th at a
ceremony held at the Azalai Hotel in Ouagadougou. They
included The Human Rights Prize, which was awarded to Chabi
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Page 4
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
Ouagadougou Prize went to Ahmed Atef of Egypt for Les
Démons du Caire, while the United Nation Prize for the
Promotion of Child’s Rights’ was awarded to Burkina Faso’s
Missa Hebie for L’As du Lycée.
“For the first time in history of this festival, we want to pay
tribute to our partners who contributed Special Prizes,” said
FESPACO’s General Manager Michel Ouédraogo. “We would like
to thank Zain group, which has had a big impact on the festival
with its employees’ dynamism and its shimmering colors.”
For his part, Managing Director of Zain in Burkina Faso,
Mouhamadou N’Diaye, announced his pleasure at being an
official partner of the festival. He reaffirmed Zain’s support towards
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
W
hen, on December 27th 2008, war came to the 1.5
million Palestinians living in Gaza, all Zain’s 22
operations swung into action as it became
apparent that many people in the densely populated
territory would die, suffer injury or lose property. Members
of the Zain family did not hesitate to lend a helping hand
from the very beginning of the conflict.
In Kuwait, Zain initiated a ‘Donations for Gaza’ campaign,
which allowed customers to call or send a text message to
pledge money for those in need. Zain in Saudi Arabia cut
rates to Palestine by 50% and dedicated a number to
donate money. Zain in Jordan donated JD 100,000
($141,000) to a national solidarity campaign for Gaza.
the body of the text. Upon receiving this SMS, Zain Bahrain
donated BD 1 ($2.65) to support Gaza’s civilians and
electronically debited the sender’s account.
The second aspect of Zain Bahrain’s effort to aid those
suffering in Gaza involved direct donations of goods. Zain
Bahrain helped the public support those in need by placing
donation boxes for essential medical supplies and clothing
at various malls and its own stores across the Kingdom.
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
chaired by Sheikh Nasser Bin Hamad Al Khalifa, president of
the board of trustees of the Royal Charity Organization.
“Anyone could place their donation of new clothing,
blankets or unused medical supplies in these boxes, and
Zain Bahrain would sort through the donated goods and
pack them for delivery to charities and NGOs working in
Gaza through the Bahrain National Committee for the
Support of Palestinians in Gaza,” explained Corporate
Communications Manager Samya Hussein. She also
thanked Aramex, the courier and logistics company, for
supporting the initiative and arranging for professional
packing assistance.
It launched a charity donations campaign, allowing the
public to show their support and donate to the Palestinian
people by sending an SMS to 1111 with the number 1 as
“Aramex believes in community involvement, and we are
happy that our excellent regional network and professional
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
30 CHAOS APRIL 2009
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supplies collected by Zain Bahrain to the needy in Gaza,”
said Aramex’s Bahrain Country Manager, Samer Marei.
Finally, Zain Bahrain and the Awali Bowling Club sponsored
a bowling tournament dedicated to aiding the victims in
Gaza. The 20-day tournament began on January 18, the
same day both the Israelis and Palestinian factions in Gaza
announced unilateral ceasefires, and raised BD 9,500
($25,210).
“We are thankful for Zain Bahrain’s noble and humanitarian
actions, and we extend our gratitude to its loyal customers for
taking part in this initiative endorsed by His Majesty King
Hamad Bin Isa Al Khalifa,” said the Royal Charity
Organization’s Secretary-General Dr. Mustafa Al Sayed.
“Zain Bahrain has always believed in playing an active role
in community initiatives,” said Zain Bahrain’s General
Manager Mohammed Zainalabedin. “Campaigns like this
one for Palestinians in Gaza help us harness the power of
compassion among both our staff and our customers and
contribute to a deserving cause. We are proud to support
the Palestinian civilians living in such traumatic instability.
We pray that their grief will ease soon.”
Zain in Jordan donated JD
100,000 ($141,000) to a
national solidarity campaign
for Gaza. In Kuwait, Zain
initiated a “Donations for
Gaza” campaign, which
allowed customers to call or
send a text message to
pledge money for those in
need. Zain in Saudi Arabia cut
rates to Palestine by 50% and
also dedicated a number to
donate money
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
A
s of December 2008, Zain Sudan, which began
operations in February 1997, had over 5 million loyal
and 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
celebration was held in the southern capital, Juba.
The celebrations did more
than offer people a good
time. They were a signal to
all of Sudan’s people that
Zain sees even the most
remote village being as
important as the biggest
city. All customers matter
equally, wherever they live
32 CHAOS APRIL 2009
While some areas are remote and lack proper roads, Zain’s
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,
partnership in development and community advancement.
Prominent singers and performers helped Zain to celebrate
in style. But the celebrations did more than offer people a
good time. They were an important signal to all of Sudan’s
people that to Zain, even the most remote village is as
important as the biggest city. All customers matter equally,
wherever they live.
On January 16th 2009, Zain Sudan reached another
important milestone by launching services in the southern
state of Western Equatoria, where an inaugural party was
held in the presence of State Governor Jemma Nunu
Kumba (opposite) and Deputy Governor and Minister of
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
O
n a cool, breezy November night, Zain Nigeria
sponsored the 2008 MTV Africa Music Awards, or
MAMAs. This big-budget musical spectacular was
Zain’s way of identifying successful African artists and
rewarding them for placing Africa on the world music map.
Some of the finest artists from the continent and beyond
came to the award show, including Kelly Rowland, The
Game, Samini, HHP, Jozi, P-Square, 9ice, D’banj, Naeto C
and Asa, among others.
Hosting the event was MTV’s Trevor Nelson, who began his
career as a DJ on pirate radio. But when the handsome
34 CHAOS APRIL 2009
presenter stepped on stage to kick off the celebrations, no
one in the crowd knew that one of Nigeria’s funniest men, I
Go Die, was on the prowl. Decked-out in a dark suit, he
strolled onto stage and started the night with a laugh. With
his bizarre sense of humor, the comedian from the oil-rich
Niger Delta region, set the mood for a night of fun.
Seun Anikulapo Kuti, an African instrumentalist and
unrepentant advocate of the Afrobeat musical genre, took the
stage after I Go Die’s performance. Kuti, son of Afrobeat
pioneer Fela Anikulapo Kuti, did himself and his father proud as
he energetically showcased a performance in the style his father
made famous. For about ten minutes, the young musician and
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
Glittering: Kelly Rowland sparkles backstage at the awards
his large back-up band engaged the audience with electric
notes and African rhythm. Indeed, there was no better way to
kick off a celebration to honor African talents.
The award presentation portion of the ceremony started
stylishly when popular Nigerian soccer star Jay-Jay Okocha
climbed the stage to present the first award. Fashionably
dressed with diamond studs dangling from his waist, the
former captain of the national team wasted no time
announcing D’banj as the artist of the year.
Many Nigerian artists went home smiling that night.
Ikechukwu took home the best video award, while 9ice was
crowned the best hip hop artist of the year. Naeto C
clinched best new artist of the year award, and P-Square
was named the best group of the year.
Other artistes that left the Velodrome happy were: Seether
(best alternative), Wahu (best female artist), Jozi (best live
performer) and Alicia Keys (best RnB).
MAMA winners received an iconic ‘golden microphone’ trophy,
featuring a retro pop microphone emerging from a globe with
the African continent placed triumphantly at the top.
The award show also paid homage to two of Africa’s late,
great artists: Miriam Makeba and Fela Anikulapo-Kuti.
Makeba, known as Mama Africa, was a loved and respected
singer and civil rights activist from South Africa. She passed
away on November 10, 2008, just days before the ceremony.
Tears ran down the cheeks of many faces in the crowd
during a slideshow and documentary highlighting Makeba’s
life and her contribution to African music.
Kuti, who died in 1997, was famous for his skill on many
instruments. He was also a composer, human rights activist and
political maverick. The audience sat soberly as they watched a
documentary detailing his life, music and struggle.
After the somber moments of remembrance, the show
featured several performances from top artists. The hip hop
group P-Square wowed the audience with energetic dance
styles as they bounded across the stage. Then, as it
appeared they were almost finished with their performance,
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
36 CHAOS APRIL 2009
Just happy to be here: South African hip hop artist HHP
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
I
n December 2008, Zain announced that 760,570 pilgrims
on the annual Hajj held each year in Mecca made
outgoing 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.
1.5 million customers used its Holy Places network to make
local and international calls simultaneously with high voice
quality, using the more than 210 ‘Cells On Wheels’ or COWs
38 CHAOS APRIL 2009
to support G2 and G3 technology. The COWs were
equipped and distributed to provide comprehensive
coverage in all pilgrimage sites, such as on bridges,
buildings, inside tunnels and in narrow passages. Zain also
enhanced its network throughout the Holy Places with SDH
Hubs and living quarters – as it did in Mena and Arafat – for
field teams dedicated to maintaining service for the pilgrims.
Following the launch of its services in the Kingdom last
August, a special team worked for more than six months to
reach a high level of service in both Mecca and Medina
during Ramadan. Zain also created a crisis management
center in its Mecca office, including a field team equipped
with more than 30 motorcycles for rapid transportation
within the Holy Places.
Moreover, in an attempt to keep pilgrims connected with
their families abroad and with other pilgrims, Zain KSA,
using 100 authorized salesmen in the Holy Places, launched
its widely-available Hajj Line, a prepaid line of SR40 with
SR50 credit balance.
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
minute for calls made from a Hajj Line to another Hajj Line.
Zain also introduced Urdu to the automatic answering system
and launched a series of SMS messages, creating awareness
and offering advice on the rituals of Hajj and administrative
issues – passport, civil defense, and security – on electronic
panels. Finally, Zain provided and distributed more than half a
million bottles of drinking water to thirsty pilgrims.
45% of the estimated 1.7
million overseas visitors, who
participated in the world’s
largest pilgrimage, used the
revolutionary service offered
by Zain KSA, allowing them
to stay in touch with friends
and family without incurring
roaming charges
Zain KSA is committed to supporting the efforts of the
government of the Kingdom of Saudi Arabia to make the
Hajj better for pilgrims.
Zain KSA also participated in the exclusive Diamond
Sponsorship of the media campaign for the 1429 H
implemented by the Mecca Governorate under the
auspices of HRH Prince Khaled Al Faisal, Governor of
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!
S
oon after leaving the Big Brother House, where she
missed out on the coveted $100,000 grand prize by a
whisker, Hazel Warren visited the Zain in Malawi head
office in Lilongwe where staff and management showered
her with goodies.
The goodies? Zain splurged Warren with an equivalent cash
donation of more than $7,000, a top-of-the range handset
and a Zain SIM card, plus 100,000 units of talk time!
40 CHAOS APRIL 2009
“We wanted to reward Ms. Warren for being an exemplary
woman role model on Big Brother Africa,” said Sales and
Distribution Director, Saulos Chilima, who added that the
company’s generosity was in line with Zain’s commitment to
promoting arts and culture. “She represented Malawi by
portraying it in the right frame. We also thought it fitting to
be identified with Hazel because, as a company, Zain
supports the arts and culture and our aim is to open up an
exciting ‘wonderful world’ for young talents like Hazel. Big
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
O
n February 16, in the Jordanian capital Amman,
His Majesty King Abdullah II (opposite left), on
the 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.
Zain also supports Jordanian sports and plays a vital role in
identifying and developing youth talent, through the Zain
basketball teams, the sponsoring of Al Faisali and Wehdat
teams and Zain’s ‘Harat’ initiative, through which it helps the
youth in underprivileged areas around Jordan develop their
soccer skills.
“We take this opportunity to salute His Majesty King
Abdullah II for the great efforts he is making in transforming
the Jordanian economy,” said Zain Group CEO, Dr. Saad Al
Barrak, commenting on the award.
“There is no doubt that this medal will add much to the
company during the course of our work in the Kingdom
42 CHAOS APRIL 2009
and will serve as a strong incentive to continue with our
plans to strengthen the economic and social development
of the Jordanian people,” he said, adding that Zain would
launch further social initiatives, especially in the fields of
health and education.
Zain Jordan’s General Manager, Dr. Ahmed Al Shatti (above
right), expressed the company’s pride in receiving this
honor. “We were honored by His Majesty King Abdullah II
when he visited the company’s headquarters in 2006, and
today, two years later, we receive further recognition of the
company’s efforts in community service,” he said, adding,
“Zain’s vision is based on innovation, development, making
a difference and a belonging to society which is embodied
in its slogan, ‘A wonderful world’.”
Every 1 second
4 mothers are born
worldwide.
With every child born, a mother is as well.
On this momentous occasion, Zainwould 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
S
ince April 2008, Zain in Madagascar, in
partnership with IFC (a member of the
World 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
IFC helps design and manage the program and microfinance institutions provide funding to Village Phone
operators. Since operations began in April 2008, Zain
Madagascar has installed some 800 Village Phone
Operators (VPOs), providing access to telephone services
to more than 800,000 people in rural Madagascar.
VILLAGE PHONE SUCCESS STORIES #1
SAVING TIME AND FINDING WORK
The Ramarokoto family lives in Ambohipiraisana, a
village in the south of Madagascar, 90 km from
Fianarantsoa. The village has a good production
capacity of bananas and coffee but has little
communication infrastructure and bad roads.
Once the area got network coverage, the
Ramarokoto family bought a mobile phone. It
proved a great help for the son, Hery, who was
looking for a job in neighboring towns. Before he
got the phone, he had to travel a lot and missed
many opportunities because companies could not
contact him in time. With the family mobile phone,
44 CHAOS APRIL 2009
“The telecommunications sector is extremely important for
the continued development of Madagascar’s economy,”
said Zain Madagascar Managing Director Ihab Al Fouly
(opposite) at the launch. “This program enables Zain to
dramatically extend telephone services to previously
isolated and secluded areas in Madagascar and help bring
livelihoods to people.”
his life changed. He did not need to travel and
could be contacted by companies. He is now
working in Fianarantsoa’s wine industry.
His father, meanwhile, was able to improve his turnover
because clients could now order by phone. “I feel a real
improvement in my family’s life,” said Mr. Ramarokoto.
“My sons can work, my business is picking up, I can
send my youngest daughter to university in
Antananarivo and I can call other members of my family
scattered all over the country.”
But the Ramarokoto family agrees that the most
important advantage of the mobile phone is that it
saves them time.
The Village Phone Program builds upon IFC’s existing
relationship with Zain across several countries in Africa. In 2007,
IFC provided loans to Zain subsidiaries in the Democratic
Republic of Congo, Madagascar, Malawi, Sierra Leone and
Uganda to help expand and upgrade mobile networks.
The launch event (opposite) was attended by Minister of
Economy, Trade and Industry Ivohasina Razafimahefa, the
Director of ICT Development (Ministry of
Telecommunication) Olivier Robinson and the IFC Executive
Vice President and CEO Lars Thunell, who was in
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
officials, including the then President Marc Ravalomanana.
“The Village Phone Program demonstrates our innovative
partnership with Zain and how we are working together to
support the role of information and communications
technology in Africa’s development,” he said.
This year, by establishing 5,000 VPOs, the program aims
to bring phone access to 3 million people currently outside
coverage plans and who are deprived of electricity. Village
Phones, as a development catalyst, will be a first step for
rural entrepreneurs towards providing other and more
sophisticated services like rural information, trade
information, internet and eventually money transfer services.
This program enables Zain to
dramatically extend telephone
services to previously isolated
and secluded areas in
Madagascar, helping bring
livelihoods to people
VILLAGE PHONE SUCCESS STORIES #2
SAVING A LIFE
Ando is studying at the University of Antananarivo,
the capital. She lives alone while her family lives in
Ampombolava, a rural village in 600 kms from the
capital, but her father Léon visits her once a month.
In May 2008, she was hit by a car and was rushed
to hospital with no money to pay for treatment.
Thanks to the Village Phone, she could call her father. “I
was able to contact a cousin living in Antananarivo to go
to the hospital and help her,” said Léon. Before the
Village Phone Program, the population of Ampombolava
had to walk 17 kms to the nearest phone.
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
N
igeria is in a hurry to climb the economic and
development mountain as the country decides how
best to tap into its huge human and economic
potential. Its goals are clear about paving the way to
economic and social development, with its gaze firmly fixed
on 2020 as the target date for joining the top 20 global
economies. Many businesses are hastily positioning for this
big move, but there is still a glaring need for young
professionals and entrepreneurs with the right management
skill sets to propel this vision.
With this in mind, last year, Zain Nigeria and the British
Council, a global organization committed to connecting
people with learning opportunities and creative ideas,
formed an alliance to help young professionals develop
their management and leadership talents. The idea is to
facilitate the emergence of a new generation of young
Nigerians capable of filling key managerial positions, and
young entrepreneurs capable of running successful
businesses. The alliance also gave a chance to senior
managers to upgrade their skills.
Known as ‘Management Express’, the program involves a
battery of lectures which focus on many areas of management
and entrepreneurship. It is a unique and bold attempt to raise a
large army of competent and highly productive managers.
Zain Nigeria believes the program will help the participants
improve themselves, their businesses and the local
economy. This is a demonstration of Zain’s determination to
fulfil its brand promise of creating ‘A wonderful world’ for
the youth and the young-at-heart.
The British Council developed the program in response to
market research it conducted in 2005 among customer
groups that shed light on the need for affordable
professional and personal development opportunities in the
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
benefits include the promotion of career advancement,
through learning from resources related to professional
courses to learning about on-the-job features. Management
Express combines a breakfast meeting for young managers
with more formal workshops and a mentoring component
designed specially with aspiring managers and
entrepreneurs in mind. Periodically, both programs hold
meetings in cities such as Lagos, Abuja, Kano and Enugu to
broaden the reach of initiative.
The scope of the lectures is deliberately wide and varied,
with topics ranging from basic management skill
development to customer attraction and retention; public
relations; entrepreneurship development in a developing
economy; how to take advantage of marketing
opportunities; changing marketing communication: the emarketing concept; and the implications of the global
economic crisis for businesses in developing economies.
Leading business experts and academics, particularly from
the United Kingdom, provide the fuel that drives interest in
the program. Martin McEwan, a director at McEwan Hackett
International Marketing, an international consultancy firm,
and Ruth Herman, an international public relations
specialist, were both able to draw on into their broad
experience in management training in various cultures.
These experts were complemented by Nigerians, such as
Dr. Dahiru Sani, former Management Consultant for World
Bank Project in Nigeria, lecturer at the Global Business
School and Wits Business School, Johannesburg, South
Zain Nigeria believes the
program will help people
improve themselves, their
businesses and the local
economy. Zain is determined
to fulfil its brand promise of
creating ‘A wonderful world’ for
youths and the young-at-heart
Africa and currently Director-General of Kaduna Business
School, Nigeria.
The results have been tremendous. Participants say the
program has been a huge blessing for the Nigerian
economy, raising future stars of business and ultimately the
boardroom. They include Bukoye Oyebanji, an Abuja
construction firm executive; Ibrahim Ahmed, an
entrepreneur; Uju Ogboh, a manager with First Bank of
Nigeria; Tina Isiguzo, a final year student of the University of
Jos and Imora Ekonu, an aspiring manager.
The programme will end later this year with lots of
enthusiasm and the expectation that Management Express
will have helped Nigeria’s quest for major business
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
Z
ain in KSA’s corporate social responsibility (CSR)
activities focus on three main areas: youth, education
and employment. The latter is designed to serve the
the community with a keen focus on women, who represent
more than half of the kingdom’s population. As a result, My
Project Zain, an initiative designed to create small business
opportunities for less-advantaged women by training them
to sell Zain products and services from home, was born. The
project will help an estimated 10,000 families over five years.
A pilot project was initiated in late September 2008, when
Zain selected ten women in Jeddah and gave them three
days of intensive training on Zain culture, mobile
48 CHAOS APRIL 2009
applications and products and services. Zain also provided
them with the necessary stationary, tools and equipment
to begin selling those products. The results were
staggering. After two months, they recorded sales of more
than SAR 194,000 ($52,000) by selling only prepaid and
scratch cards.
A full-blown project will be expanded into other cities, such as
Riyadh, Dammam, Mecca, Medina and other locations in the
Kingdom, where it is hoped that 2,000 women each year will
be recruited into the initiative. They will need considerable
help and Zain has set up centers to provide technical support
to this army of budding women entrepreneurs.
“The project is a model that reflects the coexistence of Zain
with the community,” said Dr. Marwan Al Ahmadi, CEO of
Zain KSA.
ONE WOMAN’S STORY
“When I got divorced, I was worried about the future of my
six children. I wanted custody, but I was not sure I could
afford to raise them. I am not highly-educated and couldn’t
enter into full-time employment and be a full-time mother. I
had to think of alternative ways to generate income without
going into debt.
I started selling honey from home. The income was good but I
wanted other, more lucrative projects. It was then that my
sister called me and told me about Zain and I met Dr. Azizah
Al-Ahmadi. I told her I had a high school certificate, an ICDL
certificate, a good level in English, computer printing skills
“Zain makes me feel
important and I feel good
that I am serving the
community, a role contrary
to the picture society paints
of the dependent divorcee”
and knowledge of Excel. I also told her that I was a housewife
with no real work experience but that I did sell honey from my
home. That was enough to convince her. She wanted people
who could work from home, selling SIM cards.
The first step was a three-day course during which we learned
about the company’s principles and strategies. We learned
about problem solving and sales techniques and about Zain’s
commitment to serving all societies and the welfare of its staff.
A system was established whereby we could buy SIM cards
at the same price as the large distributors. Zain specified a
day for us to visit the distribution company and get to know
the people we would be dealing with. Dr. Azizah was always
there for us. She followed up on our progress, encouraging
us and helping us overcome obstacles at every turn.
It took three months to recover the capital and make a
profit. Now I’m selling mobile phones with SIMs whereby I
encourage the customer to buy Zain SIMs, offering special
offers on phone units as incentive.
The most important thing is that the project has not
distracted me from raising my children. Zain makes me feel
important and I feel good that I am serving the community,
a role contrary to the picture society paints of the
dependent divorcee. I wish that every large company could
follow Zain’s example in providing services for those in need
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
E
very working day,* Nason Kabangisha rides his bicycle
for nine kilometers to reach the Kafubu Farm Bloc
Basic School he runs on the outskirts of Ndola. If the
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
reach his destination. “I have been walking and riding my
bicycle to the school for the past three years now. That’s the
way it is. I am used to this kind of life,” he says.
But Mr. Kabangisha is passionate about his school and
dedicated to his work. When he first moved to the
institution, he organized a Parent-Teacher Association (PTA)
meeting to find solutions to the school’s run-down
condition. “The school had only a few desks and some
classrooms had no roofs,” he said.
The 520 pupils were struggling. They could not learn if they
were scorched by the sun - and it was worse during the
rainy season, when they got soaked. In fact, the school,
which was originally opened under a self-help project in
1937, had never been rehabilitated in seven decades.
50 CHAOS APRIL 2009
The pupils struggled. They
could not learn if they were
scorched by the sun, but it
was worse during the rainy
season when they got
soaked. In fact, the school
had not been rehabilitated
since 1937 when it was built
But through the passionate efforts of its head teacher, the
school sent out an SOS to private companies. It was not
long before Zain Zambia responded by rehabilitating three
classroom blocks and donating 59 desks to the school at a
cost of K111 million, through ‘Build Our Nation,’ a program
that aims to transform communities.
Now Kafubu Farm Bloc Basic School has now joined the list
of many schools in Zambia that have benefited from Zain’s
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’
corporate social responsibility. “We have given and we will
continue to offer support to needy institutions of learning
through partnership with the government,” Zain Zambia
managing director David Holliday said during the handover
of the rehabilitated school.
Mr. Holliday reaffirmed his commitment to contribute 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.’
It is a fact that most children in rural areas have trouble
attending classes due to socio-economic challenges. Most
pupils at Kafubu Farm Bloc Basic School are children of
Lamba-speaking peasant farmers who have settled in the
area after retirement or relocation. They grow maize, finger
millet, sweet potatoes and other traditional crops.
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
to lead better lives than their parents.
“I want to become a nurse when I finish school,” said Judith
Kampumbe, a grade seven pupil at the school. “Caring for
people is something that I always dreamt of.” Judith is only
13 and lives with her parents. She is grateful to Zain for
rehabilitating the school, saying she and her classmates are
now motivated to work harder.
She did however, have one request: “We need school
transport to help us network and participate in sports events
with other schools, like other pupils in urban
areas.”Nevertheless, the rehabilitation of the school has
definitely put a new face on the area, something that the
pupils and the locals alike can be proud of.
*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
M
any things define a brand. Most compelling are the
experiences one has with it and the memories and
associations that stem from those experiences.
For me, the Circus Mama Africa that Zain sponsored is the
most compelling example of an experience that reflects the
core values of a brand that I wholeheartedly admire.
Zain’s Circus Mama Africa was not only the most amazing
live show I have ever seen, it also embodied a truth that is
hard to deny: that Africa is awake. Circus Mama Africa, a
collection of 65 African artists,
from musicians and dancers to
aerialists and acrobats, put on a
world-class show. It was heartwarming 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
the wilderness but instead were gathered and allowed to
expose their hidden beauty.
The HEART that guided these young minds now RADIATES
through their work and is evident in the sense of BELONGING
they have in their communities. This to me truly represents the
spirit that is Zain - heart, radiance and belonging. These young
people, and the organizers of Circus Mama Africa, are Zain.
Constantine Magavilla is a marketing manager - business
segment, Zain in Tanzania
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
I
n January 2009, Zain made a
successful tender to
continue, 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.
“We are delighted to have won and look forward to
consolidating the commitment to Lebanon we started more
than four and half years ago,” said Dr Saad Al Barrak, CEO
of Zain, commenting on the successful tender. “We look
forward to the privatization of the mobile sector and are
hopeful that we can secure a long term license to operate
in this promising country.”
In June 2004, Zain commenced a four year agreement with
the Lebanese government to manage one of the country’s
two existing mobile networks (Mobile Interim Company 2 –
MIC2). In November 2004, the operation was branded as
mtc touch and today it is the only one of Zain’s 22
operations not owned by the Zain Group.
mtc touch’s employee base is 100% comprised of highlyqualified Lebanese and has dominated the Lebanese mobile
market with a 57% share. It also has an ongoing commitment
to providing a diversified portfolio of services, such as Credit
54 CHAOS APRIL 2009
By offering the most
competitive price, Zain,
through ‘mtc touch’ in
Lebanon, is committed to
increase its customer base by
an additional 400,000 as part
of a rapid and committed
government-funded
expansion plan
Transfer, Roaming on Aircrafts, Data Roaming, electronic
auctions for special numbers, EDGE technology covering all
Lebanese territories and BlackBerry facilities.
Offering a chance
Zain in Jordan’s initiative boosts employment
opportunities for local youth
A
s part of its strategy to focus on supporting the
local education sector, in 2008, Zain Jordan
launched the country’s first mobile maintenance
training center to train students on the maintenance of
mobile equipment. With this new center, Zain hopes to
help ease the high unemployment rate in Jordan and
create valuable jobs within the telecommunications
sector.
With 20 students per session, and 160 expected to
graduate annually, the course lasts three months and
includes elements of both theory and practice.
A special syllabus has also been developed by the
company, addressing subjects that include, in addition to
other topics, ways of dismantling and handling mobile
equipment and electronic circuits.
Located northeast of the capital, Amman, and launched in
partnership with the Vocational Training Center, the Zain
establishment provides training for students under the
supervision of specialized instructors. Upon graduation,
trainees are offered a qualifying certificate, giving them a
definite edge in the local labor market.
A special syllabus has also
been developed by the
company, addressing subjects
that include, among others,
ways of dismantling and
handling mobile equipment
and electronic circuits
The initiative to establish the first center for training in the
maintenance of mobile equipment serves Zain’s main
Corporate Social Responsibility goals of supporting the
local education and youth sectors.
The center will also help create jobs while helping address
the need for mobile equipment maintenance services. With
with a 90% mobile penetration rate in the Kingdom, mobile
communications play an increasingly larger role in people’s
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.
T
here are over 2,000 Kuwaiti students studying in
universities across the US, attracted by the high
quality 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
students, as well as prominent political, business and media
leaders. It provides a vital opportunity for attendees to
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
I
t was announced in February that Zain customers had
raised more than $85,000 for the Nelson Mandela
Foundation through a fundraising competition initiated in
2008, during which members of the public were invited to
SMS their birthday greetings to the former South African
president who was celebrating his 90th birthday and, in
doing so, were offered a chance to go to London in late
June to attend the 46664 concert (Mandela’s Robben Island
prison number) honoring the statesman. Tens of thousands
of Zain customers across Africa responded by sending text
messages wishing Mandela a happy birthday, with the
largest number coming from Tanzania, the country that
hosted the African National Congress (ANC), when it was in
exile for several decades.
Zain was one of the main sponsors of the concert, which was
organized by Mandela’s 46664 campaign. Many international
artists (as well as many of the world’s most powerful and
recognizable celebrities) participated in the event, including
many of Africa’s leading musicians who were sponsored by
Zain to travel to London and participate in the concert, which
was broadcast to more than 1.5 billion people across the
world and at which Mandela was present. They included
Kenya’s Suzanna Owiyo, Madagascar’s D’Gary, Uganda’s Bebe
Cool and Nigeria’s 9ice.
Zain is heavily involved in promoting arts and culture across
the continent and took this once in a lifetime opportunity to
sponsor the concert and various events associated with the
festivities. The funds raised by Zain’s customers were handed
over to the Foundation by Zain Africa CEO, Chris Gabriel.
“We are proud that our customers raised this money for the
Nelson Mandela Foundation, which we think very highly of and
are honored to be partners with,” said Gabriel, speaking at the
check handover. “We acknowledge the hard work it does
throughout Africa and feel that its goals are very much in line
with what Zain stands for. This money, raised solely by our
faithful customers, is proof that Mr. Mandela holds a special
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
event honoring Mr. Mandela, a global icon whose
sacrifices for the African people are well known to all. It is
in line with Zain’s global ambitions and corporate social
responsibility philosophy that we participate in the raising
of funds for the Mandela Foundation.”
The funds raised will benefit the charitable organizations
established by Mr. Mandela, including 46664, the Nelson
Mandela Foundation, the Nelson Mandela Children’s Fund
and the Mandela Rhodes Foundation, which through their
work have sought to bring about change and make a
difference to lives in Africa and elsewhere over the past 14
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
countries through its partner, the African Women’s
Development Fund.
46664 was launched in Cape Town in November 2003, and
its clear focus is in raising global awareness of HIV/AIDS.
Using Mr. Mandela’s Robben Island prison number as its
unique brand, the campaign aspires to symbolize hope,
justice and resilience in the battle against the pandemic.
“In Zain we have found an
African partner who shares our
commitment to alleviating the
challenges we face on the
continent, notably HIV/AIDS,”
said the CEO of the Nelson
Mandela Foundation upon
accepting the donation
The 46664 campaign uses the power of music,
entertainment and sport to convey its message. In South
Africa, 46664 is involved in outreach at schools and
communities to help prevent the spread of HIV/AIDS.
“In Zain we have found an African partner who shares our
commitment to alleviating the challenges we face on the
continent, notably HIV/AIDS,” said the CEO of the Nelson
Mandela Foundation upon accepting the donation.
59 CHAOS APRIL 2009
CORPORATE SPIRIT
Youssou N’Dour: singing
for development
African music icon lends his name to rural
micro-credit initiative
T
he international singer, Youssou N’Dour (below,
center), gave his first concert in Kinshasa, DRC, to
promote the Ministry of Agriculture’s Birima microcredit project, launched in February 2008 - and
implemented in 2009 - to allow the underprivileged access
to funds to run businesses or small holdings.
The VIP event, held at Kinshasa’s Grand Hotel was a huge
success, not only due to the quality of the performance, but
also because of the message transmitted by the legendary
singer, one that conveyed his support for the micro-credit
project and his commitment, through his music and musicrelated projects, such as supporting young artists, to his
country, his continent and the world.
A second concert for the general public took place at Hall
de la Gombe, at the French Cultural Center, in front of
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
P
araguayan Rene Meza has spent over a decade working
in the telecom sector in Asia, Africa and Latin America. In
June 2008, he was appointed managing director of Zain
Kenya (then Celtel Kenya) a move that made him, at 32, the
youngest mobile operator MD in the history of the industry. A
keen music lover and guitarist, he graduated in marketing and
business administration from Paraguay’s American University.
Meza was quick to declare that his new appointment was his
“proudest moment,” but one that was nonetheless filled with
challenges. He is committed to cementing Zain’s reputation
among Kenya’s 38 million-strong population and building upon
the pioneering example set by Celtel. On taking the reins, he
immediately announced that Zain would be investing SH 25
billion ($350 million) over the next two years to expand and
improve the network.
Changing from Celtel to Zain across 14 countries was
always going to be the main event of 2008. What were
the other high points of last year?
Well, personally, one of the most exciting moments was
when I joined and became part of this team of nearly 700
If there is one unique
attribute or aspect that
Kenya has as a country, it is
its human resources. I have
worked in four different
countries – Paraguay,
Pakistan, Tanzania and now
Kenya – and I have never
before seen the level of
commitment, passion,
ownership and
entrepreneurial mindset the
Kenyans have
62 CHAOS APRIL 2009
passionate and highly motivated people in June. The
rebranding was with no doubt a very exciting experience,
becoming an established global brand across 22 countries
in the world. The introduction of our different offers was
also very enjoyable, starting with our Kshs 3 campaign in late
May 2008 through to our Unlimited Talk Package, Unlimited
Internet and, last but not least, the Vuka and Club 20
initiatives which transformed the mobile industry and changed
the way our competitors see us. Every moment at Zain Kenya,
since I joined, has been extremely exciting.
Zain Kenya is the headquarters of Zain’s African
operations. What ‘continental’ role do you play and what
are some of the synergies created with the rest of Zain’s
Africa operations?
Having many Group personnel close by definitely is an
asset, benefiting from all the synergies and know-how from
the Group. We work closely with and in coordination with
them in many aspects of making the Kenyan operation
more efficient. Having Bashar Arafeh, the Chief Operating
Officer of East Africa, close by certainly has its advantages
given his experience in many facets.
Can you give us a brief round-up of Zain Kenya’s
performance in 2008 in terms of revenues, market share
and market penetration?
2008 represented a good start to our business turnaround
and creating a healthy momentum in the market. In 2008,
we became a more relevant player in the mobile industry,
offering better value through our new global brand and our
wide and competitive network coverage. With three mobile
operators, Kenya is considered a highly competitive market
with a very low ARPU. Nonetheless, Zain took the Kenyan
telecommunications market by storm in October 2008 with
the launch of Vuka, a cross-network tariff that saw the
company increase its market share by more than 5% in only
three months. Furthermore, Zain enhanced its position
among corporate and high ARPU customers by being the
first to launch BlackBerry Bold on the market.
Kenya had a total of 3.079 million customers at year-end
2008, representing an increase of 46% compared to 2007,
accounting for 5% of Zain’s total customer base. Revenues
reached $162.4 million in 2008, a 16% decrease on 2007.
The operation’s revenues accounted for 2% of Zain’s total
consolidated revenues. Zain Kenya had an ARPU of $6 in
2008, the lowest in the Group.
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
be both resilient and successful in 2009.
Your career path has taken you to South America, Asia
and Africa. What is it that you find unique thing about the
Kenyan telecommunications sector?
Although being three different continents, they are emerging
markets as far as the mobile industry is concerned. They are
quite similar. Mobile consumers in emerging markets want
affordable rates, wide coverage and an even wider range of
products and services. Kenya is relatively more developed
than most African countries; the literacy rate is higher
meaning we have a more educated, aware and demanding
consumer class when it comes to products and services. This
puts more pressure on us as service providers to constantly
improve and develop innovative services.
How do you rate Kenya’s human resource assets in
general and Zain Kenya in particular?
If there is one unique attribute or aspect that Kenya has as a
country, it is its human resources. I have worked in four
different countries – Paraguay, Pakistan, Tanzania and now
Kenya – and I have never before seen the level of
commitment, passion, ownership and entrepreneurial
mindset the Kenyans have. This is a factor that is extremely
valued by foreign investors and it is a key pillar in any
business. One may have ideas, the financial muscle and the
energy to drive a business, but without the right people,
one can’t go anywhere - and this is where Kenya stands out.
Zain Kenya has been the #2 player in Kenya all along,
despite possessing high potential. How can we reverse
the situation?
To answer this, I need to talk about our DNA. To compete
in emerging markets, a brand needs to be everywhere
and anywhere with quality and an extensive network
offering affordable and competitive products and services
that can reach the mass market. Without these
fundamentals, a telecom operator can’t go further,
especially in an emerging market. In Kenya, Zain had
missed two of these key fundamentals: distribution and
affordable services.
During the second half of the year 2008, we built these
missing pillars by improving margins for dealers,
introducing competitive commission schemes for line
activations, focusing on regional management,
introducing more affordable products and services,
bringing prices down to Kshs. 8 from almost Kshs 20 in
May 2008 and launching lower scratch card
denominations. It is upon these fundamentals that we are
now building the Zain brand.
We have been #2 for too long. To reverse the situation we
must continue in the same direction and, like US President
Barack Obama said at his inauguration ceremony, “the
challenges we face are real. They are serious and they are
many. They will not be met easily or in a short span of
time. But...they will be met.” In 2009, we will compete, not
only with telecom operators, but also with the global crisis
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
year 2008 we built these
missing pillars by improving
margins for dealers,
introducing competitive
commission schemes for line
activations, focusing on
regional management and
introducing more affordable
products and services
How prepared is Zain Kenya to ward off the competitive
threat posed by the two new market entrants?
We are not worried. We still have a key competitive
advantage, one that is also part of our DNA, our extensive
coverage. Competitors will have to extend their coverage
and make their brand awareness strong enough to grow in
this market and that is not an easy task. From our side, we
64 CHAOS APRIL 2009
won’t stop. We’ll continue creating value for our customers;
we’ll continue building our brand Zain; we’ll continue
introducing competitive products and services to meet the
consumers’ needs.
How is Zain Kenya positioning itself to sustain the take-off
experienced in 2008?
Zain’s positioning is very strong in the market. The “spillover” effect from another 15 countries in Africa and our
‘One Network’ make us a strong brand in Kenya and in
Africa in general. Our rates are very affordable which makes
us a very visible player in the market.
How will the price wars sparked by the entry of two new
players impact on the industry?
Pricing can never be the main approach of a service
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
Zain Kenya is easier because we have been in the market
longer and therefore have already paid part of our
investments in infrastructure. For the new mobile players,
who still need to invest heavily in the country to expand
their coverage and build capacity, price reduction will affect
the feasibility of their business model, squeezing their
return on investment ratio.
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 crossborder 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?
We have been involved in various community investment
programs, including the funding of an autism workshop unit for
autistic children in downtown Nairobi. This project is geared
towards ensuring the children have the chance of an education
like normal kids as well as learn life skills. Zain has constructed
an ultra-modern workshop to cater for the kids, which I am
proud to say is a model for the rest of Kenya. Elsewhere, our
strategy has been focused on introducing ICT skills to middle
level and high school students throughout Kenya. To this effect,
Zain has donated over 200 computers to various secondary
schools to hone students’ ICT skills. In the near future, we plan
to start a pilot project where we can connect the schools to the
internet to enhance the students’ skills.
Lastly, Kenya has been hard hit by a devastating drought
and the after-effects of post election violence that threaten
the livelihoods of 10 million people. Zain made donations,
both in cash and in kind, to the famine relief efforts to assist
those facing starvation. We have also incorporated our
mobile commerce facility Zap to collect funds from the
public. So far the appeal has received very positive results.
An ambassador: with Dr. Al Barrak and the Kenyan President Mwai Kibaki
What should the telecommunications industry in general and
Zain Kenya in particular expect in 2009?
2009 will be a very challenging year, not only for the telecom
industry but for the whole world. Access to capital to finance
projects won’t be easy to come by; consumer demand will
drop and we will be impacted by the national food crisis.
Nevertheless, the telecom industry will continue developing
but with higher barriers. The introduction of the Rural Access
Fund in the last Media Bill will have an impact on the mobile
industry as it increases the tax on mobile operators. It’s going
to be a busy year!
Where do you see Zain Kenya in the next three years?
Zain’s stated goals are that by 2011 it will be a global brand
touching the lives of 110 million people. We are working
together to be ranked in the top ten global telecom
companies with a truly global performance and a reputation
for being among the world’s most attractive employers. We at
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
T
he Zain Group picked up a chestful of major awards in
2008. They were a testament to the company’s robust
performance and burgeoning reputation as the
leading and most innovative telecom company in the
Middle East and Africa.
CommsMEA voted the Zain Group best overall Africa and
Middle East Mobile Operator and Zain in Bahrain the Middle
East Operator of the Year, while 200 CEOs from Kenya, Uganda,
Tanzania, Rwanda and Burundi placed Zain among the most
respected companies in East Africa. At the inaugural AfricaCom
Awards, Zain scooped a brace of prizes. Meanwhile, Arabian
Business Magazine voted Zain in Jordan the Best
Telecommunications Company Award for the year 2008.
BEST OVERALL AFRICA AND MIDDLE EAST
MOBILE OPERATOR
Dubai’s Grand Hyatt Hotel was the setting, in December
2008, for Zain to be awarded the prestigious ‘Best Overall
Operator in Africa and Middle East’ at the annual
CommsMEA Awards 2008, organized by the region’s
foremost business-to-business telecoms publication and
with a judging panel comprising of international telecom
professionals and regional industry leaders.
professionals and operators that have shown outstanding
performance and results in key market segments of the
telecommunications industry 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
leading the remarkable trend of mobile communications within
the Middle East and Africa. “Zain, whether in terms of its new
vibrant brand, strategy and vision, financials, products and
services, people, management, communication with and social
support of the communities it serves, has earned its right to be
among the top mobile operators on the globe.”
The award also recognizes Zain’s rapid transition from a single
mobile operator in Kuwait with 600,000 customers in 2002 to a
major telecom conglomerate in the Middle East and Africa,
serving over 56 million customers in 22 countries.*
“This acknowledgment recognizes the dedicated efforts of
our entire 15,000-plus workforce, who have made Zain the
successful company it is today,” said Zain CEO Dr. Saad Al
Barrak. “It is also an affirmation of the ‘3x3x3’ expansion
strategy we commenced back in 2003, aiming to be a top
ten global telecoms company by 2011.”
Launched in 2005 to recognize telecommunications leaders
operating in the Middle East and Africa, the awards seek to
recognize and reward telecommunications industry
Highlighted as the Zain Group’s major achievements over the
past 12 months were the further cementing and enhancing of
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.
Zain was also voted among the most respected companies in East Africa
“Zain, whether in terms of its
new vibrant brand, strategy
and vision, financials,
products and services,
people, management,
communication with and
social support of the
communities it serves, has
earned its right to be among
the top mobile operators on
the globe.”
The citation for Zain Group winning
“Overall Operator of the Year”
rebranding of 14 operations in Africa from Celtel to Zain in
August 2008; the successful acquisition of Iraqna in Iraq with
over 3 million customers for $1.2 billion and the acquisition of
Westel in Ghana for $120 million; the commencement in
August 2008 of operations in the Kingdom of Saudi Arabia,
where, within three months, the brand had attained over one
million customers; the raising of $4.5 billion from a capital
increase despite the global economic turmoil and the
introduction of the ‘One Network’ to the Middle East in April
2008, thereby connecting 16 countries and 50 million
customers - not to mention the 500 million people that at the
time made up the Zain network.
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
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
stake-holder in Bahrain’s future prosperity.”
Indeed, Zain Bahrain has enjoyed many firsts. It launched the
first 3G network in the Middle East in December 2003 and the
first nationwide WiMAX network in September 2007. In
December 2004, it was the first to bring mobile entertainment
services, the “World of WoW,” to the Kingdom.
Zain Bahrain also introduced innovative services to make
customers’ lives easier. In February 2006, the company
launched traffic information services via mobile phone, the
first time such a service was available in the Kingdom. Zain
Bahrain also made going to university easier by allowing
students to register for classes with their mobile phone
through the “My University” service.
But Zain Bahrain focuses on more than its customers. The
company, since entering the market in 2003, has made every
effort to serve the community and improve the lives of
everyone in the Kingdom of Bahrain. Zain Bahrain helped
build the Zain e-learning center with the University of
Bahrain by donating BD 310,000 ($900,000).
Zain Bahrain also donated over BD 200,000 ($600,000) to daycare centers throughout the country that support children with
special needs. As education is a prime driver of a country’s
economic success, Zain Bahrain wanted to contribute to
students’ lives at the beginning of each school year. So for the
past four years, Zain Bahrain has sponsored the ‘Back to
School Festival,’ where it has distributed over 50,000 school
bags to students across the Kingdom.
“This award is especially significant as it comes to us on our
fifth anniversary of operating in Bahrain,” said Zain Bahrain
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
telecoms technology and service to our customers. Our
continued growth and string of global firsts ranging from
nationwide WiMAX to One Network borderless ‘regional’
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
growth and technological success. Zain Bahrain is proud of
its international team which brings the best of the industry
to Bahrain and which is anchored in the talent of Bahrainis
to take the company to great heights. I therefore accept this
award in the name of all the Zain Bahrain team.”
AMONG THE MOST RESPECTED
Just three months after the Zain brand was launched in
Africa, it was recognized among the most respected
telecommunications companies in East Africa. The 9th
annual survey conducted by PricewaterhouseCoopers, in
which 200 CEOs from Kenya, Uganda, Tanzania, Rwanda
and Burundi were polled, found Zain to be the third most
respected company in the region, despite the fact that the
brand is present in only three of the five countries.
“The key drivers for respect in this year’s survey were strong
brand and market presence, product innovation and
expansion into new markets,” PricewaterhouseCoopers said
in a statement.
68 CHAOS APRIL 2009
Zain certainly fits that bill. Not only was it recognized as
the third-most respected company in all of East Africa,
Zain Uganda was also recognized as the third-most
respected company in the Ugandan market.
“This acknowledgment
rewards and recognizes the
dedicated efforts of our entire
15,000-plus workforce who
have made Zain the successful
company it is today. It is also
an affirmation of the ‘3x3x3’
expansion strategy we
commenced back in 2003
aiming to be a top ten global
telecoms company by 2011.”
Dr Saad Al Barrak, CEO, Zain Group
Representatives from Zain’s operations in Uganda, Tanzania
and Kenya gathered on November 28, 2008 for a reception
hosted by PricewaterhouseCoopers at the Kampala
Sheraton Hotel in Uganda with representatives from 105
other companies in the region to hear the survey’s results.
“This comes only three months after our rebranding from
Celtel to Zain, and we are glad that CEOs and our peers
across East Africa have given our business and brand this
recognition as we continue to evolve in the competitive
business environment in which we operate,” said Bashar
Arafeh, chief operating officer for Zain East Africa.
In line with the survey’s theme for 2008, ‘Growth in a
Changing Market,’ some of the questions asked how CEOs
were dealing with risk and opportunities in the current period
of global economic uncertainty while still improving their
companies so they endure and succeed in the longer term.
Survey respondents measured a company’s performance
based on competitiveness, leadership, expansion strategies
for products and services, financial performance, quality of
products and services, quality of customer
service, corporate social responsibility activities
and the strength of their brands.
seamless launch of the Zain brand across 14 operations in one
day, simultaneously linking all locations via satellite link - a first
on the continent.
Present were business leaders from all major telecom
operations in Africa and the host for the evening former
international rugby player François Pienaar, who
captained the South African Springboks team to World
Cup glory in 1995.
The inaugural AfricaCom Awards were the highlight of
Informa Telecoms & Media convention held in Cape Town,
South Africa, at the Cape Town International Convention
Center. The event brought together a total of 3,500
attendees from 72 countries, witha record 221 operator
companies attending the convention organized by Informa
Telecoms & Media, a leading provider of business
intelligence and strategic marketing solutions to the global
telecoms and media markets.
“The renewed vigor and refreshed brand from Celtel to
Zain had been affirmed by our existing and many new
“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
Chris Gabriel, CEO of Zain Africa, who was at the event to
receive the awards. “The One Network service is driving
many customers to Zain, given the many benefits it offers,
and this service is stimulating economic activity across
many borders and allowing loved ones to stay in touch at
affordable prices.”
community support given by the company, through its
comprehensive Corporate Social Responsibility (CSR) policy
and various Kingdom-wide initiatives in education and
training, all of which have touched the lives of many
Jordanians. According to market surveys, these initiatives
have contributed to greater brand loyalty compared to
other local telecommunications brands.
In their citation, the judges commended Zain’s prowess in
understanding the African landscape when it comes to
consumers telecommunication: “Zain has demonstrated
tangible benefits that are specific to Africa as a market…
Zain has got organizations and consumers involved in crosscountry partnerships, sharing best practices and skills
among its own management.”
Zain General Manager Dr. Ahmed Al Shatti expressed
gratitude for receiving the prestigious award, noting that
this achievement would not have been possible without
the continuous commitment and dedicated efforts of the
Zain Jordan family, who are committed to maintaining
Zain’s leading position within the Jordanian
telecommunications market.
ZAIN IN JORDAN WINS BEST TELECOM COMPANY AWARD
At the Arabian Business Awards, Zain in Jordan won Best
Telecommunications Company Award for the year 2008. The
award was handed to Zain in Jordan’s General Manager Dr.
Ahmad Al Shatti by Jordan’s Prime Minister Nader Dahabi in
early November, 2008 during the annual event, held for the
first time in Jordan, and organized by Arabian Business
Magazine, part of the ITP Group. Also present at the event
were key members of the Jordanian private sector, many of
whom received awards in different categories.
Al Shatti also commended ITP’s choice to hold the award
ceremony in the Hashemite Kingdom of Jordan. The
publishing company had previously held its ceremonies in
various countries in the region, including the United Arab
Emirates, Kuwait, and the Kingdom of Saudi Arabia.
ITP CEO Walid Akkawi said that the award was in
recognition of Zain’s outstanding performance, technical
excellence and quality of services. The decision was also
based on the level of social engagement and local
70 CHAOS APRIL 2009
Finally, Zain, as part of its CSR efforts, has launched a
number of initiatives that aim to encourage and support
local development, covering various sectors including
education, health, training and sports. It has also been a
role model for other companies in terms of its successful
CSR strategy as well as being a market leader in the way it
has introduced the latest technologies into the country.
* As of September, 2008
Supporting Iraqi charity
Zain honored for backing AMAR program
O
n February 10, 2009 at London’s Palace of
Westminster, the AMAR International Charitable
Foundation’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
education in schools and the community, professional training,
and monthly visits to over 350,000 people at home carried out
by a network of more than 1,500 Women Health Volunteers.
“We firmly believe that
businesses should focus as
much on social responsibility
as on business
performance.”
Mohammed Charchafchi,
Chairman, Zain in Iraq
Jack Straw with Zain in Iraq Commercial Director Mariam Ali
Speaking at the event, Baroness Nicholson said: “I applaud
Zain for their magnificent support for the AMAR
International Charitable Foundation and for their fullhearted commitment to corporate social responsibility.
“Their consistent generosity has made a tremendous difference
to vulnerable communities in Iraq, enabling over half a million
people to receive vital health care and education and saving
many lives. I hope their wonderful support is an inspiration to
other businesses in Iraq and worldwide.”
“It is a pleasure to support AMAR’s essential work in Iraq,” said
Charchafchi, receiving the award. “We firmly believe that
businesses should focus as much on social responsibility as on
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
O
n March 20th 2009, Zain, in partnership with Rotana,
launched ‘Zain Create,’ a service that will deliver
digital entertainment to Zain customers in Kuwait
and later Zain’s other Middle East operations.
customers with a wide online window through which they
can enjoy the latest artistic works of all famous Arab singers
and musicians.”
Zain Create allows Zain’s customers to conveniently
download entertainment from Rotana Media Group,
providing Zain customers with a gateway to a vast world of
innovative artistic works.
Highlighting how the region’s telecommunications sector
has witnessed many developments over the last few years,
Al Hajeri said “that fast-paced developments in the IT
industry have made digital entertainment considered
essential by mobile phone users.”
Commenting on the launch of Zain Create, Zain in Kuwait
CEO Khaled Al Hajeri said: “This exclusive agreement
comes in line with Zain’s ceaseless efforts to offer the best
and the latest there is to its customers. Not only will this
agreement offer quality service, but also will provide our
He added, "Mobile phones are no longer devices for
merely making and receiving calls, they are increasingly
becoming a platform for expressing an entire modern
lifestyle, be it for business or pleasure. With ‘Zain Create,’
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 as
full tracks – via their mobile phones or their personal
computers – either by using the Zain Create website
(http://create.zain.com) or directly through the Zain
Create Mobile application on handsets. Customers can
also watch Rotana TV channels live on their mobile
phones and laptops.
As an introductory offer, any Zain Kuwait customer who
registered for ‘Zain Create’ before April 1, 2009 will receive
a 5 KWD ($17) credit that can be used to download 16
audio song files anytime. The price of downloading an
audio song file in Kuwait is 300 fils ($1).
The exclusive partnership agreement between Zain and
Rotana will soon be extended to include all other Zain
Customers in Kuwait will
be able to download music
as full tracks - via their
mobile phones or their
personal computers either by using the Zain
Create website or mobile
applications on handsets
operations in the Middle East as a second phase. The
service currently offers only audio songs files; however, it will
be extended to include video clip downloads and other
mobile content in the future.
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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
O
n December 15th, 2008, Zain began commercial
services in Ghana with the launch of the first 3.5G
network in West Africa. The Zain in Ghana
network will offer its customers ultra high-speed internet
access and, for the first time in Ghana, the ability to make
video-calls and use rich multimedia content, including
sending video clips, music and pictures at the touch of a
button. Zain’s 3.5G network will give Ghanaians a new
lifestyle option. December marked the launch in Accra,
the country’s capital city, with over $420 million invested in
network infrastructure Zain will be rolling out the network
across the country.
With the launch, Ghana brings the number of countries in
which ‘One Network’ operates to 17. ‘One Network,’ Zain’s
borderless mobile service, is available to over 500 million
people across the Middle East and Africa, an area greater
than the United States of America.
74 CHAOS APRIL 2009
“We welcome Ghana to the Zain family,” said Zain Group
CEO Dr. Saad Al Barrak, announcing the launch. “Ghana is
important to Zain and we have invested heavily in bringing
the latest technology to create the best network in West
Africa. Through our pan-African presence and synergies in
human resources, technologies, marketing and best
business practices, we assure the people of Ghana they will
receive world-class telecommunication services.”
With Ghana joining the ‘One Network,’ Chris Gabriel, CEO
of Zain Africa (opposite, top left), added, “With thousands
of people crossing Ghana borders daily from Burkina Faso
and other Zain ‘One Network’ countries such as Nigeria and
Niger, ‘One Network’ will have a positive socio-economic
impact on many, as affordable cross-border communications
offer the opportunity for loved ones to stay in touch, as well
being an impetus in stimulating economic activity,
improving the livelihoods of many communities.”
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 preregistration 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.”
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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
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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
year’s Mobile World Congress in Barcelona, Spain
with an even more ambitious, sophisticated and
successful showing at the same event between February
16th – 19th 2009.
Z
High on a hill overlooking the city, the Zain team created a
beautiful branded hospitality and meeting facility – a Zain
home-away-from-home – just a few minutes, but a world
away, from the hustle and bustle of the sprawling FIRA
exhibition site below.
The center-piece of the Zain roadshow was the Zain house,
once again handled with panache by Ahmed Al Ameer,
head of Zain Group’s Sponsorship, Events and Logistics
department and his team of Ruquesh Sharda, Swarna Shetty
and Hakkam Norreidin. The Zain House was designed to
reinforce the brand’s presence in Barcelona, as well as
reaffirm the company’s status as a dynamic telecom player,
one deserving of a place on the world telecom stage.
The location of Zain House was the beautiful and historic
village of Poble Espanyol. By the time it was finished, the
Zain House was able to play host to both Zainers and VIP
visitors alike, providing them with everything they could
wish for during the course of a working day. As well as
redecorating and branding an existing restaurant, the Zain
team tastefully themed and branded an exterior courtyard
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
room and business centre. Guests could join colleagues for
breakfast, lunch or dinner, explore hands-on interactive
technical demonstrations, make use of the business centre,
and discuss business and network. There was even the
added bonus of a Formula 1 racing car, dressed in Zain
colors.
“We knew that it was going to be difficult to exceed what we
achieved with Zain House last year, but all the feedback we have
received to date suggests that we did just that,” said Al Ameer.
“The evolution of the Zain House experience mirrored that of our
brand; it was even bolder, more sophisticated, more dynamic
and more confident than last year and I know all the Zainers were
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?
W
e have all seen it: the wellpracticed routine of someone
holding up their phone to
capture an instant at the touch of a
thumb. Mobile phone cameras can be
found recording the dizzying moments
of rock concerts in stadia from New
York to Melbourne, immortalizing latenight festivities in restaurants and clubs
or taking portraits at sunset along a
city’s seafront.
These images make up the stock
photos on popular or social
86 CHAOS APRIL 2009
networking sites, such as Facebook
and Myspace. Electronic photo albums
or Phone Photos are uploaded daily
onto individual profiles as younger
people in particular, make the most of
the convenience that mobile digital
technology provides.
The rise of the cellphone camera
should come as no surprise. Today,
most photos are stored and displayed
electronically, whether uploaded onto
shared networking sites or showcased
as a screen saver on personal
computers. The age of cumbersome
photo albums collecting dust on
bookshelves might be on the wane –
for better or worse, depending on
your computer literacy.
This has led to a situation where the
quality of a photograph’s resolution has,
to an extent, become less important
than the speed and convenience with
which it can be up - or down - loaded.
Developments in mobile phone camera
technology have also reached a stage
where practicality may well outweigh the
benefits of slightly more specialized
‘point-and-shoot’ cameras. After all,
there is nothing more frustrating than
seeing the ‘perfect’ photo when the
camera has been left at home,
whereas our collective reliance on our
mobiles means that they are rarely far
from our sides.
Cutting down on the number of digital
devices we own and carry also has
considerable financial and practical
advantages. Mobile phones, cameras,
ipods, laptops and PDAs clutter
handbags and valuable deskspace, but
it is the length of their collective cords
that has given us enough rope to hang
our digital selves. Power chargers and
the USB cables, the very things that
facilitate our dependence upon these
devices, are a traveler’s nightmare, as
their unruly lengths are both easily
forgotten and impossible to contain in
an orderly fashion.
For this reason, if nothing else, when it
comes to portable, yet necessary,
devices, less is certainly more. The
principle raison d’etre of this growing
phenomenon, however, comes down to
basic accounting, with camera phones
offering a lot more bang for the buck.
Higher-end mobile phones in
particular have become all-inclusive
devices that allow access to the
internet and music, as well as voice
and text communication. In contrast,
for all their many features, basic
personal cameras take photos and do
nothing more.
Given the importance placed on
capturing high quality pictures of
friends and family holidays, however,
there has remained a natural
reservation about becoming fully
dependent on our mobiles for the task
of immortalizing our magic moments.
Mobile phones,
cameras, iPods,
laptops and PDAs
clutter handbags
and valuable
deskspace, but it
is the length of
their collective
cords that has
given us enough
rope to hang our
digital selves
Much of this hesitation comes down to
concerns about the quality of mobile
phone images. With even the cheapest
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.
But, this is all a matter of perception.
Lower-end camera phones are today
mostly equipped with at least 2 - 3.2megapixel sensors, while those prepared
to spend a little more can purchase
anything up to 5 megapixel quality with a
4 x digital zoom.
Compared with regular point-andshoot cameras boasting much higher
resolution capacities, it is easy to
overlook the fact that higher
numbers, in this instance, do not
necessarily lead to better pictures.
Conventional wisdom within the
photography blogosphere states that
only 1 - 2-megapixel resolutions are
needed to create pictures suitable for
uploading on the internet, emailing
or sending via MMS, shorthand for
Multimedia Messenging Service or
text messages that include
multimedia objects. In an age in
One to two megapixel resolutions can
create pictures suitable for uploading
on the internet, emailing or sending via
MMS, shorthand for Multimedia
Messenging Services or text messages
that include multimedia objects
which most photos are displayed on
screen savers or online photosharing websites, like Facebook or
MySpace, the resolution quality of
these cameras is more than
sufficient.
In addition, 3-megapixel
photographs can easily be printed as
regular 4x6 inch pictures – the same
size as the photos that were routinely
printed back in the days when
we would hand over rolls
of film to a camera store
for developing. More
sensitive sensor
technology opens the
door to high quality
printed enlargements.
With all mobile
phones increasingly
fitted with the
sensors needed to
produce good
quality amateur
photos, there is no
reason why
mobile phones
cannot be used
instead of pointand-shoot
alternatives.
And again, we
have the
added bonus
of only
carrying one
electronic
device.
The
humble
mobile
phone
camera has also been appropriated as
an artistic tool by professional
photographers in recent years,
demonstrating perhaps that it
deserves our respect. It was the hazy
quality of early mobile phone pictures
that attracted the attention of Londonbased photographer Henry Reichhold,
who has since had mobile phone
photography exhibitions shown in the
city’s Royal Albert Hall and will be
featured in an exhibit at Heathrow
airport in early 2009.
“Low resolution images, particularly in
the early mobile phones, had a unique
dreamlike quality, and as technical
perfection was unobtainable so
content became much more
important,” Reichhold says of his early
use of mobile phone photographs.
Reichhold has since embarked on,
literally, much larger projects using
mobile phone camera images. His
“Connected Worlds” project involved
taking hundreds of hand-held mobile
phone pictures of famous international
sites, such as the Louvre in Paris, New
York’s Statue of Liberty and the
outskirts of Hong Kong.
The small images were then
“stitched” together, with a one-third
overlap between each photo, to form
five meter long high resolution
images, in a process that Reichhold
described as similar to putting
together “a large jigsaw puzzle,
whose pictures didn’t quite fit.”
Given the misconceptions about
mobile phone images, he said that the
reaction of the audience at his
exhibitions was positive; however, they
had shown “disbelief that the huge
five meter long images were created
with a mobile phone.”
“Low resolution
images,
particularly in the
early mobile
phones, had a
unique dreamlike
quality, and as
technical
perfection was
unobtainable so
content became
much more
important”
While mobiles will never replace the
camera of choice for professional
photographers, the Single Lense Reflex
(SLR), Reichhold stresses that they can
be useful in conjunction with
capabilities such as geo-tagging and
they play a pivotal role in creating and
instantly publishing web-based content.
Patrick Pound, a Sydney-based artist
who also uses mobile phone cameras in
his work, was initially drawn to them
because of the particular “look” of the
images taken on a black and white
setting on his old mobile.
Pound used his mobile to take images of
photos in newspapers and indoor
models, in an attempt to reinterpret his
“vision of the world delivered to the
door.” The related exhibition, entitled
Soft – A Real Model World” was featured
in Sydney’s Grantpirrie gallery in 2008.
“I liked the way I could make those
degenerate black and white images
feel like the soft focus Pictorialist
works of the early 19th century,” he
said, something he believed the
audience found to be “seductive in a
melancholy sort of way.”
Pound acknowledged that the mobile
phone format did not allow for larger
scale prints, as would normally be
necessary for a professional
photographer. He added, however, “I
don't find that a problem - photography
doesn't always have to aspire to the
scale of painting! I find the miniature
enticing too.”
Technological developments, as
previously mentioned, have ensured
however that mobile phone
photographs no longer need to be
artistic in order to be of value.
We have come a long way from the first
US-produced digital camera, made in
1991, which came complete with its own
internal hard drive, and there is no
reason not to take advantage of the
flexibility and convenience this
technology now affords. With camera
phones increasingly meeting the needs
of amateur photographers - and the
number of cords we own in desperate
need of downsizing – the point-andshoot may soon become obsolete.
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
“W
ho would you like to
have a one-to-one
with?” an iconic British
mobile phone advert from the 1990s
used to ask. Mobile phones were seen
and sold primarily as a way of speaking
to another person, a jazzier, more
convenient update of the clunky
receiver in the household hallway.
Now, however, advances in technology
and changes in the way we
communicate with each other have
fundamentally altered our concept of
what the mobile phone is for. It is, for
many younger consumers, a
personalized portal into the cyber
community, less about a one-to-one
than a one-to-five million. And it is not
just words that are exchanged but
pictures, music and videos.
As with all revolutions, however, the
average person is still some way
behind the vanguard. James, a 29year-old civil servant in London, gazes
bemusedly at the colorful square icons
on the touch-screen of his iPhone. “I
bought it because I’m highly
susceptible to advertising, and
because everyone at work was baiting
me about my old phone, which was
rubbish,” he confesses. “Then I
90 CHAOS APRIL 2009
Are we becoming
a society of
“cyborgs,” unable
to function
without being
connected to
virtual networks
via mobile
technology?
realized I didn’t use 90% of its
functions. Except when I’m lost, I do
use the map function quite a bit.”
According to David Murphy, the editor
of Mobile Marketing Magazine, many
self-confessed Luddites like James are
participating in the revolution without
realizing it. “You hear people say, ‘oh I
don’t use my phone for web browsing, I
just use it for phone calls and texting,’
but then it turns out that they do use it
for things like getting football scores.”
People over the age of 25 actually
constitute 70% of the consumers of
advanced mobile applications.
Younger users have a broader
conception of what their mobile phone is
for. Sally, a 23-year-old London-based
actress, is typical of the tech-savvy,
networked generation, who grew up with
more sophisticated mobile technology
and expect more than just phone calls
and texting from their device. “I don’t
have an iPod or a digital camera,” she
explains, “so I would expect any mobile I
had to do all that, at least.”
The growth potential of the mobile
phone market now lies not simply in
providing phones with an ever more
dazzling array of functions, but in
connecting these functions to online
Mobile phones aimed at women should
“forget pink and sparkly” and concentrate
instead on providing technology which is
collaborative and personalized, both
“female” traits, apparently
91 CHAOS APRIL 2009
networks. Already, 33% of 18-24-year old
Americans use their mobile phones to
post photos on websites. In April last
year, Nokia, the world’s largest mobile
phone company, negotiated an
agreement with Flickr, one of the world’s
largest photo-sharing websites, to
integrate their systems.
Unsurprisingly, the biggest trend in
mobile media is linked to the biggest
It is, for many
younger
consumers, a
personalized
portal into the
cyber community,
less about a oneto-one than a oneto-five million
92 CHAOS APRIL 2009
trend in online media: social networking
– a phenomenon that has exploded over
the last few years. Both social
networking sites and mobile phone
service providers quickly realized the
scale of demand for social networking
activity, and the fact that mobile phones
offered people the opportunity to be
linked to the network at all times: why
wait until you’re in front of a PC to see if
a Facebook friend request has been
confirmed? In April last year, the online
social networking site MySpace signed
up with Cingular, the US’s largest mobile
phone service provider, offering users
the opportunity to receive texts notifying
them of activity on their MySpace pages.
The mobile phone company ‘3’ has just
launched a phone that provides an icon
linking directly to Facebook, without the
need to launch a browser function.
According to the UK-based service
provider Orange, a total of 640,000 of its
UK customers used their mobile to
access social networking sites in 2008.
Trends such as these have prompted
sci-fi imaginings of the future. William
Mitchell, a media professor at MIT,
argues in a recently published book
that we are becoming a society of
“cyborgs,” unable to function without
being connected to virtual networks
via mobile technology. Some of the
more innovative mobile social
networking schemes, such as Aka-Aki
in Berlin, would seem to confirm his
theory. Aka-Aki is a mobile-only social
network: members upload their
profiles, and then are alerted by a
‘ping’ on their mobile when another
Aka-aki member is in the vicinity,
whose profile they can then read.
Members thus have the option of
knowing someone’s job, favorite band
and inner friendship circle before
striking up a conversation with them –
a boon on the dating circuit.
Schemes such as Aka-Aki have yet to
really take off in large numbers, however
evidence suggests that most people
prefer to use mobile phones to access
established, online social networking
sites. In fact, one of the main obstacles
to consumer uptake of higher-end
mobile phone applications is that there
are too many, rather than too few
Younger users have a broader
conception of what their mobile phone
is for. The tech-savvy, networked
generation grew up with more
sophisticated mobile technology and
expects more than just phone calls and
texting from their device
options. “It needs to be de-teched,”
says David Murphy. “People find it offputting and confusing.”
Different ways of managing and
presenting the information and
services on a phone’s operating system
are, according to industry analysts,
becoming an increasingly important
factor in people’s purchasing
decisions. Whereas before someone
might look for a handset that
expressed their personality - sleek,
quirky, decorative - increasingly, they
are looking for operating systems that
are tailored to their needs. According
to market research commissioned by
Nokia in 2007, for example, mobile
phones aimed at women should
“forget pink and sparkly” and
concentrate instead on providing
technology which is collaborative and
personalized, both “female” traits,
apparently (this is known in the
industry as ‘G-tech’ – girl technology).
This kind of customization is, according
to David Murphy, the second major
trend after social networking in mobile
phone development. Today it seems
the mobile phone is not so much a
bridge (to use a pre-Web 2.0
communications analogy) as a boat, in
which the individual negotiates the sea
of information and networks according
to the cut of their sails. As Sally, the
actress, puts it: “I’d be lost without my
phone. It’s like an extension of
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
F
rom a single note to virtually any
thirty second snippet audible to
the human ear, ringtones have, in
little more than a decade, changed the
way the world sounds - and the way
we hear the world. They have also
changed the way we project and
present ourselves, allowing anyone
with a mobile phone – i.e. everyone –
to sonically express themselves.
Like t-shirts or bumper stickers, owners
of ringtones project themselves.
94 CHAOS APRIL 2009
Moreover, with the increasingly power
of smart phones, users can project not
just their sense of self to the world but
their sense of friendship and family, by
assigning a separate ring for each
contact stored on the phone. The 21st
century has seen ringtones grow from
stripped-down single note melodies
pre-installed on some mobile phones
into a multi-billion-dollar industry that
covers all music (and extends well
beyond, to just about any form of
noise) and has spawned a new
generation of artists and composers
who work exclusively in the medium
and owe their success entirely to it.
The rise of ringtones has coincided
with the decline of CD sales, and for
several years, ringtones seemed the only
silver lining in the internet-decimated
prospects of the music business.
However, even as ringtones have
exploded into a medium that
encompasses virtually all that you can
hear, and, as with the specialized high
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,
according to Nielsen SoundScan’s yearend report. In 2007, three songs sold
more than two million ringtones; this
year there was only one. The reason for
the decline is that the business model
that the music industry had pinned its
hopes on was a rip-off of sufficient
brazenness that it was only a matter of
time before consumers - and technology
- caught up. Moreover, while ringtone
sales are slowing, the popularity of
ringtones does not seem to be.
The pervasiveness of ringtones
obscures just how recent a
transformation in the global
soundscape they are, while that
recentness means their history - how
the simplest of sounds, the ring of a
bell, advanced in ten years to sonically
conquer the world and encompass
everything from Beethoven to the bark
of a dog. Like so much in the world of
mobile telephony, it’s a story that
begins largely in the EU’s most
sparsely- populated country, the
Nordic telecommunications behemoth
that is Finland.
Or, depending on how you measure it,
turn-of-the-century Spain. It was there
that Francisco Tarrega, the 19th-century
Spanish composer considered by many
to be the father of modern classical
guitar, wrote his masterpiece Grand Vals.
Today, the composition, or rather a
truncated 13-note snippet of it, probably
constitutes the most widely-heard piece
of music in the world. The reason is that
90 years after it was written, in 1993,
Nokia, already a pioneer in the nascent
mobile phone industry, launched a new
series of phones which came with 27
pre-installed ringtones. At the time,
mobile phone ringtone were
monophonic, meaning they couldn’t
play harmonies, but only simple
melodies, one note at a time. A Nokia
executive had the idea that one of the
ringtones should be branded by the
company and made into a kind of
audible logo. His suggestion was
Francisco Tarrega‘s Grand Vals.
Playing the Grand Vals in a crowded
room creates an odd effect. The slow
and deliberate classical strumming
progresses unnoticed until 14 bars in at which point half the people in the
room instinctively reach for their
pockets, so ingrained are its 13 notes
in our brains. That familiarity is a
product of the success of the Nokia
2100 series, which came with the
ringtone, named and trademarked the
Like so much in
the world of
mobile telephony,
the ringtone story
begins largely in
the EU’s most
sparselypopulated
country, the
Nordic telecom
behemoth that is
Finland
Nokia Tune, preinstalled - and went on
to sell some 20 million units. In that
embryonic era, when the phone was
first released, only the two Finnish
mobile phone giants, Ericsson and
Nokia, put multiple ringtones in their
devices that users could choose from.
While the tones certainly carried a
certain novelty, as long as they could
95 CHAOS APRIL 2009
only consist of the simplest melodies,
they would remain a preinstalled
feature, rather than a separate product
consumers would be willing to pay for.
In 1997, a key development occurred,
again driven by Finland’s Nokia, which
that year introduced phones with a
new protocol, “smart messaging,” that
allowed users to text one another from
their mobile phones. An enterprising
young Finnish computer programmer
figured out that he could use the
protocol to send not just texts, but
also ringtones. Being Finnish, he
quickly developed a software program
that allowed users to create new
ringtones that included not just
melody but simple harmonies and
rhythms that could then be
downloaded from phone to phone
using the protocol. This trailblazing
application led to the first service
where users could purchase tones and
download them onto their phones.
Soon after the first dowloadable tones
arrived on the market, Sumanth
Gopinath writes in Ringtones, or the
Auditory Logic of Globalization, “small
phone shops in Hong Kong were
selling pirated ringtones, ‘often
charging $10 for a 15-second ring.’”
With turn of the century came mobile
phones that could play comparatively
complicated bits of music replete with
harmonies sound effects. These new
ringtones were played on phones with
built-in synthesizers that were based on
a digital protocol, MIDI
Those outrageous prices were a taste
of things to come.
Gopinath writes that in final years of the
last millennium, small companies, often
coming from shady businesses began
selling ringtones to cell phone users.
These companies increasingly used
copyrighted pop music. At the time, the
major music companies were
experiencing the first inklings of the
doom that awaited them, as the evergrowing number of internet users
began sharing music files, thus
negating the need to buy a CD. By
licensing their music to be sold as
ringtones there was at least a potential
to recoup the losses in CDs sales they
were beginning to suffer.
With turn of the century came mobile
phones that could play comparatively
complicated bits of music replete with
harmonies sound effects. These new
ringtones were played on phones with
built-in synthesizers that were based
on a digital protocol, MIDI. In
Gopinath’s words, these ringtones are
“music straddling a fine line between
video-game music and elevator music;
effectively, this is synthesized
instrumental music, because the
phone’s synthesizer cannot accurately
produce the sound of human voices.”
Today, these ringtones account for what
most associate with those distant and
antiquated early days of mobile phone
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
become widely available for consumers.
By that time, ringtones had already
mushroomed into a booming business
in many developed countries. In 2003,
Japan’s ringtone market was already
worth nearly a billion dollars, according
to Gopinath.
Such figures fueled the hopes of the
music industry, which by then was
experiencing the full effects of the
death spiral in CD sales initiated by file
sharing on the internet. When
ringtones first began to boom, mobile
content companies discovered that
consumers were ready to pay a
premium for them.
The same thing had happened two
decades earlier with the advent of
compact discs. Even though CDs are
cheaper to make than tapes, record
labels charged more for them because
their novelty meant that people were
willing to pay more for them than they
had before for tapes. But while it took
nearly 20 years until CD sales stopped
rising, ringtones time to shine has barely
lasted a quarter of that. By the time
Mastertones became widely available,
the seeds of their eventual decline had
already been planted. That’s because in
2003, Apple released the first version of
itunes. The allure of audibly branding
oneself does not trump the human
preference for saving money, and in a
world where just about any song can be
purchased online for 99 cents, why pay
three or four times that amount for 20%
of that same song?
Moreover, even in the most profitable
scenarios, ringtones and online music
altogether are very far away from
producing enough revenue to make
up for the losses from the decline of
CDs for instance. CDs, which remain
the principal source of revenue for the
industry, fell from 90% of album
purchases in 2007 to 84% in 2008.
Altogether, album sales have declined
45% since 2000, and 2008 was the first
year in the 17-year history of
SoundScan in which the top-selling
album sold under 3 million copies.
If ringtones can’t make up for those
losses, it doesn’t mean they can’t alter
the perspective of musicians. Richard
Maye, a hip-hop producer based in
New York City, said that musicians were
increasingly composing songs with an
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
answered – sounds
people now have
on their phones
eye toward the lucrative ringtone
market. Top artists are also tailoring
their music to ringtones. Madonna’s
2005 single, Hung Up, included the line,
“Ring, ring, ring goes the telephone,”
which of course featured prominently in
the ringtone version.
All of which has translated into a much
noisier world. Progress always involves
a balance of gain and loss. Save
earplugs or an iPod, there is almost no
refuge from the dizzying variety of
abortive – the tune always ends the
moment the call is answered – sounds
people now have on their phones. And
while the world is perhaps a more
audibly vibrant place thanks to
ringtones, that is of little consolation
when the guy sitting in front of you on
the bus decides to play every single
ringtone – all seven million of them
apparently – stored on his phone.
97 CHAOS APRIL 2009
MOBILE LIFE
Trivia to inspire
SMS DOS AND DON’TS
• Composing an SMS while you’re in a
face-to-face conversation with someone
is as rude as taking a voice call.
• SMS shouldn’t be used for formal
invitations or even for ending
relationships!
• Be aware of your tone. What seems to
you like a completely innocuous
message may be misinterpreted, causing
discomfort and even irreparable harm.
• It’s madness to SMS while driving.
You won’t know what hit you - or what
you hit.
• Leave the slang to the kids. Don’t
try to be hip to the lingo of the SMS
street - and don’t expect to win
points with your kids by trying to be
cool, either.
• Be considerate of others’ schedules.
Don’t assume that because you are
awake, working, or not busy that the
person you’re texting is as well.
• If it’s urgent, make a voice call. If you
can’t get through and your text
message is ignored, there’s probably a
98 CHAOS APRIL 2009
good reason. There are some times
when people don’t even have a thumb
free to respond.
• Remember that your phone does
have an off button. There are very, very
few things in the world that absolutely
cannot wait.
• Scammers often send messages
appearing to be from your bank saying
your account has been suspended and
asking you to call a toll-free number
where your bank details will be
requested. In reality, your identity is
being stolen.
Source: www.netlingo.com
Source: www.scambusters.org
MOBILE PHONE SCAMS AND HOW
TO AVOID THEM
• An estimated three million mobile
phones are stolen or lost in the US
every year! They can be used to make
calls at the owner’s expense.
• Scanners can clone your mobile
phone identity, including the number
and its unique serial number to make
calls at your expense.
• Mobile phone scammers can also
track your phone to know where you
are or where you have been.
• Free or swapped ringtones can be
used by scammers who can install a
virus to damage the phone or steal
confidential information.
FINALLY… DID YOU KNOW?
• There is now one mobile phone for
every two humans on Earth. That’s 3.3
billion active mobile phones on a
planet of some 6.6 billion humans in
about 26 years.
• An iPhone now has more processing
power than the North American Air
Defense Command did in 1965.
• The average US consumer only
uses their current mobile phone for 12
to 18 months.
• Over 70% of Americans do not know that
they can recycle their old mobile phone.
• In a recent survey, only 2.3% of
Americans recycled their old mobile
phones; 7% threw them in the garbage.
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