Becoming A Leading Service Provider – The Challenge of the Future Dr. Nasser Marafih CEO Qatar Telecom (Qtel) ATIF May 2004

What do you want to be known for? Price Quality of Service Innovative Products

Qtel’s Vision To be the leading telecom service provider in the region providing quality service Driven by: Customers needs. People (Employees).

x Transformation Drivers Why Transform Qtel Key Motivator Burning Platform Visionary Leadership Qtel x Key Motivator Fear Desire Qtel is transforming through the desire of its leaders, Transformation is bigger than just change

Key Transformation Requirements Must involve a change in culture Commitment from the top Driven by people with a vision Enabled by technology and good old fashioned management Communication Focus on delivery Transforming an organisation takes years not months

Qtel’s transformation program Major Themes Focusing on people Putting customers first Becoming competitive Creating efficiency Capturing growth Driving Business Technology

The Qturn program has been split into 3 main phases reflecting the journey to become a leading service provider Building The Foundation 2003-2004 Focusing on people Putting customer’s first Capturing growth Accelerating Change 2004-2005 Putting customer’s first Capturing Growth Creating Efficiency Driving Business Technology Focusing on people Being The Best 2006 and beyond Putting customers first Becoming competitive

Qtel has come a long way since it has started its transformation Highlights of Successes Focusing on people - New organisation structure - New training program - New performance management system Service levels significantly improved Share price growth has continued to grow strongly Putting Customers first - Customer satisfaction increased - New Centers opened - Major improvement in customer interface processes Driving Growth -Multiple wireless products launched - Broad band back bone completed - Regional growth team formed.

Is it a Vision or an Illusion - Parting Thoughts On Transformations The 4 key questions to ask 1. Do you have the right talent base? 2. How focused & committed is your leadership? 3. How do you know that you are addressing the right issues? 4. How are you ensuring delivery

The journey continues …….