A New Dawn Beckons

“Our mission is to cement Zain as a top-ten global mobile operator by 2011, one that provides a world-class service to our customers wherever they are. With a primary focus on achieving excellent returns for our shareholders that is consistent with a high standard of corporate governance, we are nonetheless defined by our commitment to delivering excellence, living by our core values and strengthening our culture of corporate social responsibility.”

In January, 2007, Zain launched ACE, an implementation strategy designed to realize the 3x3x3 targets. ACE seeks to extract superior value through Accelerating growth in Africa, Consolidating existing assets, and Expanding into adjacent markets. Through ACE, Zain aims to reach US$6 Billion EBITDA and 150 million customers, two milestones that will position the company among the world’s top ten mobile telecom companies.

We are now entering the final three years of this expansion strategy. It will be a new and dynamic chapter in our history, one that will be marked by high growth opportunities. We have to play fast but also play smart, and to do this we have initiated ‘Drive11’, a strategy that will maximize economies of scale and improve our operating efficiencies. We will focus on our customer-facing services and commercial activities, while centralizing or outsourcing some back-office and non-core functions to strategic partners, as well as re-training and further developing our existing personnel.

‘Drive11’ comes at a critical stage of the company’s 3x3x3 vision and is a natural consequence of Zain’s evolutionary journey. It will allow Zain to create genuine market differentiation through the services we offer and deliver on our Zain brand promise of ‘A wonderful world’.

All these new exciting strategies will be carried out under the banner of our new global identity. The Zain brand took nearly two years to create. It is fresh, bold and energetic and has the strength, not only to cement us as a global brand, but to inspire loyalty and affection among the millions of customers across all our operations.

‘Drive11’ will also be carried out in line with our sacred core values of Heart, Radiance and Belonging, values which should be common to all of us, but which we have adopted as our corporate ethos to share with our colleagues and customers, all of whom are, like Zain, progressive achievers and dedicated to realizing their goals.

We will also not lose sight of our role as a global citizen, building, supporting, providing for, working with, and strengthening communities wherever we go. We take our social responsibilities seriously and this means we must reinforce our role in the community beyond merely providing world-class telecommunication technologies and services.

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