Zain positions BSS transformation at the heart of customer delight and digital growth

Abdelbagi Mohamed, BSS Leader at Zain Group, discusses with TM Forum’s Joanne Taaffe how the group views BSS transformation as a core pillar of its digital strategy, enabling customer delight, business growth and operational agility across its markets. The company sees BSS as the monetization engine that converts network investments into customer experiences and business value. By embedding AI into the BSS layer, Zain aims to move from customer segmentation to individualized experiences, improve process efficiency and accelerate innovation. The operator is also preparing its BSS environment to support expanding digital services and anticipated B2B growth, while leveraging partnerships such as Huawei to advance AI-driven capabilities.