chaos BY DESIGNA Zain Magazine | April 2009 Issue 06

I WANA GO! JOINT VENTURE TAKES ZAIN INTO MOROCCO

BANKING MADE EASIER WITH ZAP DIGITAL FUN WITH ZAIN CREATE

FLAGSHIP STORE OPENS IN BAHRAIN

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.

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Welcome to our 6th issue of Chaos byDesign, and bienvenue to ourfrancophone readers who can now

enjoy Chaos by Design in French.

There was never any doubt that 2009 would bea challenging year, not only for Zain, but for thetelecom industry as a whole, and this is why Iam delighted that we have started off with somany positives.

Our first foray into North Africa saw us acquire astrategic stake in Wana, one of Morocco’s leadingoperations, taking our corporate presence to 23countries across the Middle East and Africa. It wasthe perfect follow-up to our excellent results for2008, a year that saw 50% customer growth acrosstwo continents. Today, Zain is proud to declarethat it has over 63.5 million active customersacross all operations.

On the fiscal front, our revenues exceeded $7.44billion, while we showed a net profit of $1.2 billion -increases of 26% and 6%, respectively. Thesefigures, and the many prestigious industry awardswon in recent months, are a testament to thededication of all the 15,000-plus incredible peoplethat make up the body and soul of Zain.

Congratulations must go to our Ghanaian andSaudi Arabian colleagues for attaining 270,000and 2 million customers, respectively, so soonafter launching operations. These encouragingearly numbers not only indicate the crucial roleboth countries will play in Zain achieving its2011 target of becoming a top ten globaltelecom company, but they validate theexecutive management’s original decision to goafter these licenses.

Elsewhere, the launch of Zap, our comprehensivemobile commerce service across our East Africaoperations, namely Kenya, Tanzania and, soon,

Uganda and Nigeria, has redefined mobilebanking on the continent and will play a majorrole in improving lives for our customers, whileour presence in Lebanon has been extended forat least another year thanks to the efforts of the‘mtc touch’ team in successfully winning thetender. We can now look forward to the plannedprivatization process in which we can secure alonger-term presence.

Recently, Zain’s first state-of-the-art flagship storewas unveiled to an eager Bahraini public. Thisexciting milestone, has set new standards inmobile telecom retail and will eventually be rolled-out across all operations, allowing all ourcustomers access to the very latest in mobilephone products and services. In the same week, inpartnership with Rotana, we also launched ‘ZainCreate’ in Kuwait. The service will eventually allowall Zain’s Middle East customers to access thelatest in digital entertainment.

Finally, our CSR and sponsorship programscontinue to bring us closer to the communities weserve. Most recently, we were closely involved inBurkina Faso’s FESPACO, the biggest culturalfestival in Africa, while in Saudi Arabia, we aretraining less-advantaged women to sell Zainproducts and services from home to support theirfamilies. Both these initiatives – and others acrosstwo continents, all covered in this issue – havedramatically changed lives for hundreds, andhopefully later thousands, of people.

I recall the words of management author JackWelch who urged us to “change before you haveto.” At Zain, we have initiated change now, to build‘A wonderful world’ for tomorrow.

Happy reading!

Dr Saad Al BarrakCEO, Zain Group

Expanding, innovatingand touching lives

LETTER FROM THE CEO

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Letter from the CEO

REACHING THE TOPNicolas HayekWatch guruYasser Al Qahtani Saudi soccer superstar

MY CITYLibreville: An island of tranquilityOne of Africa’s most friendly capitals

REAL LIVESNoble hunters in the skyExplaining the ancient and noblesport of falconry

CORPORATE SPIRITWana go to Morocco?Zain’s $324 million joint venturewith Al Ajial

Mobile retail therapyZain’s flagship store opens inBahrain

Zapping into the futureMobile banking for the African continent

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Honoring African cinemaSponsoring the 21 FESPACO inOugadougou

Because they careRallying to help the people of Gaza

More than 5 million reasonsto be cheerfulZain in Sudan’s customer base growsby 150%

Big MAMAsSupporting the best in African music

Pilgrims’ progressStaying in touch with families during the annual Hajj

Rewarding an African rolemodelMalawi’s Hazel Warren is a shiningexample to all

A king’s rewardZain in Jordan receives royal recognition

Reaching out in partnershipVillage phones improve lives inMadagascar

Taking the expresswayCreating a pool of new managers inNigeria

New entrepreneursWomen in KSA learn to sell fromhome and be independent

An overdue faceliftHelping renovate a Zambian school

Circus maximusShowing off talent in the ring

CONTENTS

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Contributors:Megan Bainbridge, AbigailFielding-Smith, NicholasLowry, Anne Renahan,Norbert Schiller

Photography:Norbert Schiller private collection, Focus Mideast,Zain Group, Reuters

Editing:Vinehouse Media

Color Separation and Printing: www.raidy.com

Produced by: Zain Group Communicationand Investor RelationsDepartment with VinehouseMedia

Head Office BldgBldg 401, Road 2806Block 428, Al Seef DistrictP.O. Box 5808 ManamaKingdom of Bahrain Tel.: +973 13 605000 www.zain.com info@zain.com

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Still touching livesRe-acquiring the management ofthe Lebanese network

Offering a chanceBoosting job opportunities inJordan

Investing in the futureSponsoring NUKS USA in D.C.

Texting for an iconBirthday SMSs raise money forMandela Foundation

Singing for developmentYoussou N’Dour helps micro-credit initiative

New kid on the blockTalking to Zain in Kenya MDRene Meza

Filling the trophy cabinet2008 saw a chestful of awards

A world of digital entertainment‘Zain Create’ arrives in Kuwait

Rocking into GhanaNew opco takes ‘One Network’ to17 countries

A home from homeRe-opening the Zain House inBarcelona

MOBILE LIFEEmbracing the futureMobile phone cameras take controlFunctions for lifeWhat the mobile phone really doesfor usTone of the timeExploring the multibillion-dollarringtone industry

Trivia to inspire

Cover picture: A sketch from designs forthe Zain flagship store, which opened inBahrain on March 19 (see page 18)

Hayek, who has aremarkable knack formarketing, hasn’t justrevived the fortunes ofvarious companies, hehas also played a largepart in creating newjobs and productioncenters in Switzerland,and for this he wasawarded the title ofdoctor honoris causa ofthe Faculty of BeniCulturali at theUniversity of Bologna inItaly, in June 1998, andwas also awardeddoctor honoris causa ofLaw and Economics ofthe University ofNeuchatel inSwitzerland, in 1996.

In 1995, the formerGerman ChancellorHelmut Kohl appointedHayek a member of hisCouncil for Research,

Technology and Innovation for thefuture of Germany and Europe. Hayek,who is known for his astonishingattention to detail, was the onlyforeigner among 17 members.

He was also nominated as presidentof an innovation council for the futureeconomic strategies of France in1996, and is a consultant to manyEuropean governments and amember of an EU workshop. He haseven been nominated to be part of abody charged with restructuring theOlympics.

This self-made Lebanese businessmanhas also been credited with playing animportant role in the creation of theSmart Car, which was conceived of as asuper-compact car for city use byMercedes-Benz.

Not just a canny businessman, Hayekhas also become known as an activecampaigner for environmentalconcerns, and has been quoted assaying that Switzerland could becomea world leader in renewable energies.

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REACHING THE TOP

Rated the world’s 296th richestperson in 2008, with anestimated wealth of $3.6 billion,

Nicolas Hayek is known as somethingof a miracle worker and is the mancredited with transforming thefortunes of the struggling Swiss watchindustry in the 1980s, when hemerged two Swiss watch companies,ASUAG and SSIH, to form thedynamic Swatch company.

Hayek’s new company transformed theimage of watches worldwide fromfunctional to funky and fashionable,turning Swatch into an instantlyrecognizable brand. Known for beinglow-cost, high-tech and very trendy,the company is now the largestmanufacturer of finished watches inthe world, with responsibility for morethan 20 brands, some 20,000employees, 156 factories and annualprofits surpassing $1 billion for the firsttime in early 2008.

Indeed, so successful were Hayek’sstrategies with Swatch that theyspilled over into the rest of the Swisswatch industry, helping to revive itsflagging fortunes that had comeabout, in part, as the result of cheaperJapanese imports. Hayek usedengineering blueprints developed byanother of his companies, HayekEngineering AG, to reduceconventional production costs bysome 80% by fully automatingassembly lines and reducing thenumber of components in his watchescompared to others. He also suppliedwatch movements and components tothe entire Swiss watch industry.

While Hayek, who was born in Beirutin 1928, has stepped down as CEO,turning over the position to his sonNick Jr., he remains chairman of theboard of directors and retains animportant role in developingcompany strategy.

Nicolas Hayek

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Qahtani was called-up to the KSAnational team in 2002, scoring tengoals for his country over the next twoyears. In 2004, he played in all SaudiArabia’s games at the Asian FootballChampionship. In that same year, inthe qualifying rounds for the 2006World Cup, Saudi Arabia wentundefeated for 12 games, anaccomplishment for which Qahtani wasalmost solely responsible. His goalagainst South Korea earned him theMan of the Match award and took histeam to the finals in Germany. Eventhough Qahtani, in one of the Saudi’smost exciting international matches,scored a goal against Tunisia, thegame ended in a draw and theKingdom eventually failed to advancepast the first round of the cup.

In 2007, Qahtani also shone. He tookhis team to the AFC Asian Cup finals –

Widely considered to be oneof the finest footballers everto emerge from the Middle

East, Yasser Al Qahtani, the youngestcaptain ever of the Saudi nationalteam and the 2007 Asian Footballer ofthe Year, goes by the nicknames RobinHood and the Sniper, both of whichhint to the fact that Qahtani becamethe premier player in Saudi Arabia andsomething of a national icon throughhis lightning-quick speed – on and offthe ball – accuracy and ability to beatopponents. He also has a winningpersonality and demonstratesexemplary behavior off the field.

Qahtani began his career, and firstmade his name, at the youth club of AlQadissiya, in the Kuwaiti PremierLeague, which he joined in 2000. AtQadissiya, Qahtani quickly provedhimself to be an exceptional striker, andby 2003 he had been promoted to thesenior team. He went on to score 19goals in 38 appearances over the nexttwo years, before the temptation of theneighbouring Sauditeams became toogreat to resist.

The Riyadh-basedAl Hilal club andtheir rivals inJeddah, Al Ittihad,entered a biddingwar over the then23- year-old player.While it is said thatAl Ittihad offeredQahtani moremoney, he hadgrown up cheeringfor Al Hilal and in2005 moved to theclub in a $5.3 milliontransfer. At the time,it was one of thelargest sums everoffered for a player.And once againQahtani rapidlyproved his worth,distinguishinghimself as a goalmachine for the topSaudi team.

where he was the leading goal scorer –and was nominated Asian Footballer ofthe Year.

In that year, according to theInternational Federation of FootballHistory & Statistics, only fiveprofessional players in the worldscored more goals that Qahtani.

Given his talent and level ofachievement, Qahtani has been a hotprospect for European clubs. Uponwinning the Asian football player ofthe year award, Qahtani toldreporters: “It’s a dream of any playerto play in any of the Europeanleagues. I would prefer England orSpain. I think that this award will helpmy chances of getting to Europe.”Qahtani had trials at a few Europeanclubs but, true to character, he hasremained loyal to Al Hilal.

Yasser Al Qahtani

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MY CITY

Gabon Estuary by Captain Bouet-Willaumez, a French officer.

Upon arrival, each of the freed slaveswas given a plot of land and enoughraw material to build a small hut.Bouet-Willaumez named the newly-formed settlement Libreville – literally‘free town’ – a tribute to the first

Freetown in Sierra Leone, where theBritish had resettled former slaves.

The story, however, began nearly adecade earlier. Although the slavetrade was officially outlawed by theCongress of Vienna in 1815, Africanchiefs on the coastal plains continuedto capture people from the interior

In 1846, the French navy detainedthe Brazilian slave ship Elizia off thecoast of Senegal and rescued its

Congolese “cargo.” The majority diedbefore the French could get them tothe hospital in Dakar, but 52 of themdid manage to survive and, afterspending three years in Senegal, theywere taken to a French outpost on the

An island of tranquility Founded over 150 years ago by a tinycommunity of freed slaves, Librevilleremains committed to its heritage

A wonderful world: the regal Libreville seafront - with a familiar face!

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and sell them to European traders. Asa way to fight this illegal practice,Bouet-Willaumez signed a treaty in1839 with King Rapontchombo, aninfluential chief who controlled land onthe south side of the Gabon Estuary.

The French stationed naval personnelon the newly acquired land, fromwhere they sailed the waterscombating the trade in human cargo.In 1842, the outpost was expanded tothe right bank of the Estuary afterBouet-Willaumez signed more treatieswith the ruling chiefs of the villages ofDowe, Glass, Quaban and Luis, all inthe vicinity of present day Libreville.From 1843 to 1846, France continuedto expand its influence on the coastalregion by making similar alliances withmore chiefs. It was part of this landthat Bouet-Willaumez gave to thesurvivors of the Elizia in 1849.

Some historians say that, in prehistorictimes, the Gabon Estuary wasinhabited by pygmies. However, whenthe Portuguese first arrived in the mid-15th century, the Estuary was in factpopulated by the Mpongwe people,coastal dwellers living on the Estuarywho traded with the tribes in theinterior. After the Portuguese and

other Europeans arrived, it was onlynatural for the tribesmen to act asmiddle men, trading in everythingfrom rubber, ivory and ebony, toslaves. In return, the Europeans gavethem firearms, iron, fabric and alcohol.

Even though the Portuguese were thefirst to trade with the Mpongwe, they

Libreville was founded over 150 yearsago by a tiny community of freedslaves. Today, even though the city hasgrown considerably, it remainscommitted to its heritage and hassucceeded in becoming a beacon ofstability and prosperity in the region

Diversity of styles: the Ministry of Oil and Mining

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never established a permanentfoothold in the area and it wasn’tuntil the 19th century, when Europeanexplorers began to take a realinterest in Africa, that colonies wereset up. It was from these outpoststhat expeditions would venture intothe interior of the “dark continent.”Today, the Portuguese influence canmainly be felt through the names ofplaces. The name Gabon derivesfrom the Portuguese word “gaboa,”

which means a sailor’s hooded cloak,a reference to the shape of theGabon Estuary.

With the French fully in control,missionaries from France, America,and the Vatican began to move tothe region and open schools andhealth clinics in the surroundingvillage. The village of Glass waspopular among the first arrivals andbecame a commercial hub.

In 1888, the French Congo was createdand all the French establishments onthe Estuary including the Mpongwevillages, were lumped into one, giventhe name Libreville and considered thecapital of the region. Even thoughLibreville was by far the oldest city inthe Congo Basin, it lost its status asregional capital to Brazzaville in 1910,with the creation of the AfriqueEquatoriale Française (AEF). Librevillewas, from then on, the capital of theGabon colony.

Things really began to take shapeshortly before World War I, when thedemand for lumber reached an all-time high. Overnight, the Okoumetree began to drive this tiny economy,transforming it from a subsistenceeconomy to an exchange economy.The demand for lumber was thecatalyst this small community neededto attract the world’s attention. Newsof the economic boom spread and,before long, droves of expatriates andforeign companies were moving toLibreville to set up shop. Buildingswere erected, the road networkaround the colony was expanded toinclude other towns and villages, and

Compared to the turbulence that manyWest and Central African capitals havewitnessed since independence,Libreville is considered an island oftranquility. It is for this reason that thecity’s physical appearance has notbeen tarnished and thus it was able topreserve its traditional and colonialpast, while at the same time makingroom for modernity

Hustle and bustle: the vibrant Mont Bouet market

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the port was enlarged to handle theworkload. The ‘real’ colonization ofGabon had begun.

Unlike many other former Frenchcolonies, Gabon has had a remarkablygood relationship with its formercolonial power. In 1958, Gabonbecame a republic under Frenchcontrol and, two years later, it gainedfull independence. Prior toindependence, Leon M’ba formed thecountry’s first political party, ‘LeMouvement Mixte Gabonais,’ and thenbecame the first president. In 1964, hewas overthrown in a military coup but,two days later, was restored to powerwith the help of French troopsstationed in the country. In 1967, M’badied and was replaced by his vicepresident El Hadj Omar Bongo.

Bongo Ondimba – he added Ondimbato his last name in 2003 – has been inpower ever since and is arguably, sinceCuba’s Fidel Castro stepped down in2008, the world’s longest-servingpresident. In 2005, after winning themost recent presidential election, hewas granted another seven-year term.

Gabon has acted as a stabilizing forcein the Congo Basin for years, and it

has even been involved in mediatingdisputes that have erupted in thesurrounding countries. One of thereasons why Gabon can play such arole in the region is because it hasone of the smallest populations inAfrica, and boasts the highest incomeper capita on the continent. Initially,the country’s success was tied to thetimber industry but, with thediscovery of oil and natural gas in the1970s’, the country’s economic outputbegan to grow at an astonishingpace. Besides oil and timber, Gabonis the second largest producer of

magnesium in the world and also haslarge deposits of ore.

Compared to the turbulence that manyWest and Central African capitals havewitnessed since independence,Libreville is considered an island oftranquility. It is for this reason that thecity’s physical appearance has not beentarnished and thus it was able topreserve its traditional and colonialpast, while at the same time makingroom for modernity.

Libreville’s most striking physicalfeature is the palm-lined coastalboulevard that separates modernhigh-rises and glitzy five-star hotelsfrom endless stretches of empty,pristine beaches. The beaches areideal for swimming, fishing,windsurfing and boating all yearround. The city itself has plenty ofopen spaces, parks and numerousrecreational facilities. All thiscontributes to a healthy lifestyle. Thepeople are warm and friendly,contributing to the city’s relaxedattitude, which is rarely found in anyurban center these days.

Libreville was founded over 150 years ago by a tiny community offreed slaves. Today, even though thecity has grown considerably, itremains committed to its heritageand has succeeded in becoming abeacon of stability and prosperity inthe region.

RICH IN CULTURAL DIVERSITY

Gabon is a country situated to the west of Central Africa, on the equator. It hasa population of 1.5 million inhabitants. Gabon is bordered by the Republic ofCongo, Equatorial Guinea and Cameroon. Over 85% of the territory is coveredwith forest in which the flora and fauna is still well preserved.

Gabon is rich in cultural diversity with about 50 ethnic groups, the major onesbeing Fang, Pounou, Myene, Ndzebi and Obamba. Even though French is theofficial language, Gabonese people have a common greeting, Mbolo, whichmeans good morning or good afternoon. The country has numerous natural tourist attractions including the PointDenis in Libreville, which offers great sandy beaches and the Lopé Reserve,a 350 km journey from Libreville, where tourists can see big herds ofbuffaloes and elephants. Also on the tourist itinerary is the Lékoni canyon,the Bakoumba nature reserve, the bridge of Lianas, the Poubara Falls and13 other national parks.

Design character: the Ministry of Forested Economics

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REAL LIVES

Norbert Schiller explains why the ancientsport of falconry has such a romantic pull

Noble hunters in the sky

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Ican still remember the sight offalcons as they soared high abovemy home in the foothills of southern

California when I was a child. Backthen, Santa Barbara was just a sleepyharbor town, yet to be discovered as aretreat for the rich and famous. Thefoothills were nothing more thandense brush and steep terrain, anideal habitat for both hunter and prey.

I spent much of my youth hiking thetrails of Los Padres National Forestabove Santa Barbara, and the sight ofa hawk or falcon swooping down onan unsuspecting rodent was quite thenorm. As Santa Barbara began togrow, much of the foothills wereturned over to housing estates andslowly the sightings of these majesticcreatures became fewer.

My other memory of falconry was aphoto my mother kept on her desk ofCarl Raswan, the renowned Arabianhorse breeder and author of numerousbooks on Arabia and its horses.Raswan spend decades in the Arabiandeserts during the first half of the 20thcentury with Bedouin tribes, learningabout the Bedouin way of life andtheir horses The photo shows Raswandressed in Bedouin garb, atop anArabian horse with a falcon on his arm.This picture remains in my memory asone of those images that bestillustrates the relationship betweenman and this majestic bird of prey.

My first up-close and personalencounter with falcons came muchlater, when I first moved to the Gulf inthe mid-1980s, as a photographer forAgence France Presse (AFP). Returningfrom an assignment in Pakistan, I wasunexpectedly upgraded on the newly-formed Emirates Air. After the hostesshad shown me to my seat, I lookeddown and was shocked when I sawwhat was on the aisle seat besidemine. Strapped to the chair was acustom-made wood rack with fourhooded falcons perched upon it. Theywere returning from a hunt in thePunjab region of Pakistan. Theirowners were sitting in the row in front.

After I cautiously made my way aroundthe birds to get into my window seat, I

Poems and literaturehave been writtenabout the relationshipbetween man and thefalcon and there iseven a short passagein the Koran whichpermits falconry as away to hunt for food

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sat there and just stared at them inamazement, thinking that this couldonly happen in this part of the world.As the aircraft rumbled down therunway, the birds neither fluttered theirwings nor made a sound. All they didwas adjust their bodies as the planelifted off. No one else in the first classsection of the plane seemed to paythem any attention.

Nobody knows for certain whenfalconry began. What is clear is thatthe relationship between man and birddeveloped long before any writtenrecords were kept. There are, however,accounts of various khans from theMongolian steppe practicing falconrythousands of years ago, and onetheory is that there was a “parallelevolution” in both Mongolia andPersia, countries that are regarded asthe twin cradles of falconry.

From there, it spread to other regionsof the world. Records show falconrybeing practiced in China 3,000 yearsago and then spreading to the Koreanpeninsula around 220 BC. Falconrywas introduced to the JapaneseIslands from Korea much later. Goingin the other direction, falconry showsup in various places at different times.For example, falconry most probablyentered Europe by way of Spain withthe arrival of the Moorish kings in the5th century. In what is today India andPakistan, the practice goes back to 600BC, while in Russia its origins can betraced to the relatively youthful 8thand 9th centuries. One thread thatlinked all these regions together wasthat falconry was popular mainlyamong nobility, and began to die outwith the introduction of the rifle.

One area of the world where falconrydid not die and where it remains aspopular with all classes of society as itwas thousands of years ago is on theArabian peninsula. Today, 50% of theworld’s falconers are from the MiddleEast. Falconry is more than just a sport -it is a way of life. Poems and literaturehave been written about the relationshipbetween man and the falcon and thereis apparently even a short passage in the

Koran which permits falconry as a way tohunt for food.

Beginning in October, birds from thenorthern latitudes begin migratingsouth to the Arabian Peninsula,southern Persia and Africa. It is duringthis time of migration when the Arabfalconer sets out into the desert onhunting trips. After the first rains,there is a period when green shootsbegin to sprout. The young sproutsattract much wildlife, including thegazelle and houbara bustards - one ofthe most sought-after delicacies forArab falconers who have beenhunting it for millennia. The houbara

After a falconhas killed itsprey, thefalconer has tomove quickly tothe scene of thekill and hoodthe falcon andremove thecarcass beforetoo muchdamage is done

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is a big bird that makes its nest onthe ground and, as well as theArabian Peninsula, it can be found inIran, Pakistan and the Sinai Peninsulaanytime from October to April.

A good falcon can kill up to fivehoubara in one day and anexceptional falcon can kill upwards ofeight. Because of the houbara’spopularity among hunters, theirnumbers have dwindled to such anextent that now there are a number ofwildlife conservation programsspanning from Morocco to SaudiArabia to help repopulate the species.

After a falcon has killed its prey thefalconer has to move quickly to thescene of the kill, hood the falcon andremove the carcass before too muchdamage is done. Usually, the falconerlets the falcon rip apart the neck andmaybe even have some of the meaton the chest before carefullyremoving the dead animal. Because

the falcon can be very protective ofits prey, a good falconer uses a bigpiece of leather to slip between thebird and its kill before removing thecarcass and putting on the hood.

The most prized falcons come fromPersia. The female is preferred becausethey are bigger than their malecounterparts and can bring down largergame. There are a number oftechniques to trap wild falcons thatbasically entail the same thing: The trickis to lure the falcon to some sort of livebait - once the bird has come down outof the sky and attacked the bait, thereneeds to be a mesh cover dropped onthe falcon thereby entangling it so thebird cannot fly away with the bait.Once a falcon is caught, its head isimmediately covered by a hood. Thehood is used anytime a falcon is beingtransported or put into a stressfulsituation. The hood is also used whiletraining a falcon. A good falconer cantrain a one year old falcon in just under

two weeks. Older falcons can take up tothree weeks to train.

Traditionally, Arab falconers wouldcapture their falcons in autumn, duringthe migration season and then trainthem so that they could be useful forcatching prey during the winter andearly spring months when the desert isnormally filled with all kinds of wildlife.In April, when the migrationnorthwards begins, the falcons arereleased into the wild once again.

Today, falconry in the Middle East hasbecome more of a sport and not somuch a source of food. Because manhas encroached upon much of theirnatural habitat, there are fewerfalcons in the wild. To ensure thatthese majestic creatures’ future is notthreatened, there are a number ofbreeding programs throughout theregion so that the art of falconry cancontinue to be passed down fromgeneration to generation.

Beginning inOctober, birdsfrom thenorthernlatitudes beginmigrating southto the ArabianPeninsula,southern Persiaand Africa. It isduring this timeof migrationwhen the Arabfalconer sets outinto the deserton hunting trips

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CORPORATE SPIRIT

Wana go to Morocco?

On March 14, 2009, Zain, in a 50/50 partnership withAl Ajial Investment Fund Holding, agreed to investMAD 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 fundingrequirements and operational contributions to continue itsambitious growth plan and successfully launch its new GSMlicense in late 2009. Under the agreement, Zain will assistWana for the deployment of the new GSM Network. Wanais an integrated telecom operator, currently offering fixedand restricted mobility wireless services, under the Baynbrand, full CDMA mobility services under the Wana brandand Internet and data services throughout Morocco.

“With 22.5 million mobile customers representing about70% penetration, Morocco is an exciting new region for Zainto extend our footprint to 23 countries,” said Dr. Saad AlBarrak, Chief Executive Officer of Zain. “Alongside ONA,the largest conglomerate in Morocco, and its mainshareholder SNI, we look forward to assisting Wana to

capitalize on its demonstrated track record of introducinginnovative products to the Moroccan community and toshare the substantial growth opportunities that lie ahead asWana launches its new GSM offering.”

Karim Zaz, Chief Executive Officer of Wana, was equallyupbeat: “We are extremely pleased to partner with Zain andAl Ajial in this new chapter of our business,” he said. “Ournew investors provide us with the right combination of long-term financial investment and operational resources to helpus achieve our objective of making Wana a leading telecomoperator in Morocco.”

Along with the investment, Wana and Zain will enter into anoperating framework agreement that will allow Wana accessto Zain’s expertise, purchasing power, products andservices, including Zain’s ‘One Network,’ the world’s firstborderless mobile telecoms network.

Favorable strategic factors to the joint venture includeexposure to the attractive and growing Moroccantelecommunications market and a total national population

Zain embarks on a $324 million jointventure with Al Ajial, attaining a 31%stake in local operator

KEY INVESTMENT HIGHLIGHTSFAVOURABLE STRATEGIC FACTORS:• Exposure to the attractive and growing Moroccantelecommunications market• Total population of approximately 35 million • A young population, with more than 30% under theage of 14• A stable political background, advanced regulatoryand legal environment• Moderate mobile penetration at around 70%• Fast growing economy (11% per capita GDP growthduring 2008) • Only two other national competitors• Wana has fixed-line, 2G and 3G telecom licenses

• Wana had more than 2 million active customers by theend of 2008• More than 420,000 customers adopted Wana’s fullmobility 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 tenglobal telecommunications company• Zain will contribute its experience, product andtechnical capabilities such as Mobile Commerce andOne Network to compliment the GSM launch• Expands Zain’s value proposition to prime regions inWestern and Northern Africa

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of approximately 35 million, more than 30% of which isunder the age of 14. Morocco has a fast-growing economy –11% per capita GDP growth during 2008 – a stable politicalbackground and an advanced regulatory and legalenvironment, while mobile penetration is at a moderate70% with only two other national competitors.

For its part, Wana has fixed-line, 2G and 3G telecom licensesand more than 20% market share of the internet access. It hadmore 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 objectiveto be a top ten global telecommunications company. Zain willcontribute its experience, product and technical capabilitiessuch as Mobile Commerce and One Network to complimentthe GSM launch. It will also expand Zain’s value proposition toprime regions in Western and Northern Africa.

“We have admired what Wana has accomplished since itwas awarded with its fixed and mobility licenses in 2005 and

2006,” said Waleed Al Fehaid, Chairman of Zain Al Ajial,adding, “The new GSM license along with the offeringsWana launched in the past year provided a very attractivelong-term investment opportunity.”

Favorable strategic factors ofthe joint venture includeexposure to the attractive andgrowing Moroccantelecommunications marketand a total nationalpopulation of approximately35 million, more than 30% ofwhich is under the age of 14

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Dreaming of ‘retail therapy’for a mobile future

There are the things in life you have to do: pay the bills…do your taxes… and yes, pick your towel up off thebathroom floor! And then there are the things in life you

want to do: play… have a bit of fun… escape and discoversomething new. When Zain decided to create a retail flagshipstore in Bahrain, guess which life philosophy it chose to follow?

The result was a genuinely wonderful world in the finestZain tradition.

Zain constantly redefines what it means to be atelecommunications company, especially in the way the brandlooks at the services it offers. The company had quicklyestablished itself as a dynamic and exciting brand to watch inthe Middle East, Africa and beyond, and any retail flagshipstore that carried the Zain name needed to be equally dynamicand exciting. In short, Zain needed a base that drove home itsmission of promoting an enriched and vivid life.

Tito Alai, Zain’s Chief Commercial Officer, had a very simplebrief for FutureBrand, the brand strategy and designconsultancy agency responsible for Zain’s original brandingand personality. “Design an innovative store that sets thetone for what a telecommunications retail environmentshould be like in the 21st century.”

He then added, “Surprise me!”

As Paul Bretherton, FutureBrand’s Creative Director ofBranded Environments said, “Zain doesn’t chase. Zain leadswith its values of ‘Radiance, Heart and Belonging.’ Ourambition was to create something that the West would stealfrom us for inspiration.”

It sounded like a tall order – designing somethingsurprising, something that arouses envy, something thatreflects the brand values. Where to begin?

Zain’s branding team tells the story behindthe creation of Zain’s flagship store

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A vision: An artist’s impression of the Zain flagship store in Bahrain

Well, with people. Paul and his creative team started bymapping the different “need states” of customers, and whatmight make them want to visit a Zain store. Then they askedwhat would make them want to come back again and again.“A lot of what goes on in a store is very specific and verymundane,” said Bretherton. “You enter, you shop, youqueue, you pay and you leave. Most people want to get inand out as fast as possible. If you don’t get the primarydrivers for the customer right, then they won’t interact withanything else in the store.”

It really is that basic. “If a person has in their mind thatthey’ve only got say, 15 minutes to spend in the store, andwe get them through the basics quickly, then they have timefor 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 abusiness perspective, VAS is one of the most profitablesections while also being one of the most exciting andsatisfying for customers – yet it is the thing that customersleast understand. “It’s all in the ether,” explainsBretherton. “Our task was to make the VAS tangible, easyto understand, and easy to buy.” Interactive technologythat no one else in the region had even begun to use wasthe solution. This interactive technology helps customersunderstand which Zain solutions are relevant to theirmobile lives.

The VAS screens enable the customer to understand whatthe store has to offer, and also act as a selling tool for thestaff. They are the future growth engine for sales. “It’s allabout enablement,” said Alai.

The key delivery channel for the flagship store wascustomization. So while one of the great features that definesZain is its One Network, when it comes to phones themselves,the future is all about the individualized, crazy and wonderfulphone – the phone that looks like no one else’s.

“I always had to sacrifice my phone’s look for tech featuresor vice versa,” said Laila Al Mutairi, Branding & AdvertisingDirector for Zain. “Why can’t I have the full package?Shouldn’t my phone look as colorful, interesting andindividualized as my life actually is?”

Zain came up with the idea of Zain Create, empoweringcustomers to customize their mobile phone, both inside andoutside, in almost any way imaginable – or even better, tohave one of the Zain staff do it for them!

With everything from decals to crystals and diamonds, thereis no limit to what someone can dream up. Interactive touchscreens throughout the Zain Create section of the storeallow customers to explore, play and discover. Customerscan also download music, ringtones and videos to maketheir phone as exciting on the inside as it is on the newly-personalized outside. And if a customer wants help withpersonalization or anything else in the store, this is whereZain Care comes into play.

“Zain Care is an area of the store with highly-trained expertswho will help you with all of your mobile needs,” explained AlMutairi. “It is so annoying when you can’t get the help youneed, or it’s done without a smile. Our Zain Care associates will

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Touching technology: Multi-colored screen panels await eager users

Countdown to Z-day: Last-minute preparations before the launch

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A technical drawing that shows an aerial view of the store’s layout

chill. To solve that problem, FutureBrand decided to leavemuch of the ceiling work exposed, rather than cover it up.“We didn’t want to do anything too precious. Zain is ‘Awonderful world’, but it is also accessible,” says Bretherton.The juxtaposition of exposed beams and a high-gloss floorexemplify this concept. Business-focused sales areas areframed by smooth timber, while areas for play andexploration are high-color and high-tech.

The front of the store is a pure brand frame, almost like agorgeous, colorful present waiting to be unwrapped. This ismeant to elicit a very specific reaction. “I want to see a lotof dropped jaws when people walk into the store,” saidAlai. The world of Zain can have that effect!

A Zain brand ‘spine’ runs throughout the store, made up of14 inter-linked large LCD displays and text LED. It is a living,breathing, dynamic piece of technology that allowscustomers to see both their own world and the world ofZain throughout the region. Zainers can upload pictures andtext messages to the spine, announcing their entrance andinteracting with the store. Eventually, the brand spine willconnect 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 takesZain to a whole new level,” said Al Mutairi. “Just wait.”

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 thestore into a class of its own. Zain Care staff will carry outnew product demonstrations and offer tutorials for bothbusinesses and individual users. Need a while to sort it allout? There is a lounge area with more relaxed seating forprivate consultations.

Of course, the goal of the flagship retail store is much greaterthan just creating a pleasant environment in which to performtransactions. It is a space to dream and where one can exploreand experience the world of Zain. The store space itselfdelivers an interactive experience that is larger than life, sothose who visit the store want to return again and again for yetanother taste of the life Zain has on offer.

“We are so lucky to have such a great brand to buildfrom, in terms of richness of color, ambition, imagery andwhat the company wants to do and who it wants totouch,” said Bretherton.

After considering the customer, Bretherton and his teamturned to the architecture of the space, which presented itsown set of challenges – for instance, there were highceilings, which can give a feeling of lightness or a cavernous

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Zain’s flagship store was opened in Bahrain on March19, 2009. Interactive, informative and entertaining, andutilizing the latest in digital technology, the 350

square meter, state-of-the-art outlet will now change theway we shop for telecom goods. The store will beeventually linked to a network of similar outlets across Zain’sMiddle East and Africa operations.

“This ‘store of the future’ sets the tone for what a retailtelecommunications environment should be in the 21st

century,” declared Zain CEO Dr. Al Barrak. “Our brand isyoung and that’s exactly the approach we have taken indesigning our flagship shop. It combines and reflects Zain’score values of radiance, heart and belonging in arevolutionary, appealing and fun environment that allowscustomers to experience Zain’s ‘wonderful world.’”

The store demonstrates how digital technology can take theretail experience to new heights, featuring progressivetechnologies such as motion sensor screens that changeimagery when customers walk by, and ‘lift triggers’ that displayproduct information when customers pick up mobile devices.There is also a 65” LCD Welcome Wall, multiple LCD and LEDinstallations and world-class customer service centers.

“Like Zain’s ‘One Network,’ the world’s first borderlessmobile service, our ambition was to create something thatwould inspire and be copied by other global telecomoperators,” said Dr. Al Barrak.

“We wanted to create a retailenvironment unlike any otherin the world, an environmentthat’s entirely focused on theultimate customerexperience,” said Tito Alai,Zain Group Chief CommercialOfficer and architect of theZain brand. “Zain’s flagshipstore invites people to exploreour products and services in aretail space that’s interactive,informative and entertaining.”

The store is fully customer-friendly. Whether one is acorporate customer seeking acost-effective telecom solutionwith one of the shop’s on-siteconsultants or simply a modernmobile phone user seeking thelatest accessories, customers

can browse with the help of high-tech interactive displays andeven grab a coffee while they are doing it.

“Zain in Bahrain is proud to launch the first among manystores that will be rolled out among our 22 operations,”said Zain Bahrain GM Mohammed Zainalabedin. “We havea great tradition of bringing exciting new concepts to themarket, either as products and services or as part of a newretail experience. Our Experience Shops changed telecomretail in Bahrain when they were introduced in 2003, andhere we are again, raising the bar in delivering new andexciting innovations and technology.”

… And then the reality!

Getting to grips with the future: Customers at the opening of the flagship store

HE Sheikh Ahmed Bin Ateyatallah Al Khalifa with Zain senior management

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Zapping into the future

In February 2009, Zain announced plans to bring mobilebanking to over 250 million people in Africa with thelaunch of Zap, a service that provides the most

comprehensive and accessible package of mobile bankingfeatures currently available on the African continent. Zap willinitially be available in Kenya and Tanzania prior to beinglaunched in Uganda and Nigeria, providing millions ofpeople with access to banking for the very first time.

Zain is partnering with leading international and regionalbanks including Citigroup and Standard Chartered tolaunch Zap, which will allow Zain customers in the fourcountries 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

Zain reshapes the future of banking witha service giving people in Kenya,Tanzania and soon, Uganda and Nigeria,fast and convenient access to money

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• 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’spioneering ‘One Network’ service that allows travelingcustomers to move across geographic borders without roamingsurcharges, recharge their mobile phones with locallypurchased top up cards and receive calls for free. This meansthat customers will be able to send airtime to other Zaincustomers across Africa.

“The launch of Zap represents the latest chapter in our workto push the boundaries of mobile communications,” said Dr.Saad Al Barrak, Zain Group’s CEO. “For any market in theworld, the combination of services we are providing would beexciting; but when set in an African context, the implicationsare especially profound.”

He further added: “With a potential customer base of over 250million people in Kenya, Tanzania, Uganda and Nigeria, manyof whom have never had access to formal financial services, webelieve Zap will reshape the future of banking in Africa.”

Zap will provide customers with increased security andflexibility, reducing the need to carry cash and ensuringpayments between friends and family remain secure. Apassword is needed for each transaction and the service isprotected through a state-of-the-art security application.Customers will also benefit from being able to access theservice 24 hours a day, seven days a week through theirhandset, providing the convenience of accessing cashanytime, anywhere.

Zain customers can sign up for free for the new Zap bankingand payment services by completing an application formand handing it over to registered Zain agents in tens ofthousands of villages, towns and cities across East Africa.Zain will then provide customers with a mobile wallet, whichwill allow them to use their mobile phone in much the sameway as a bank account debit card and manage their moneythrough their handset. The service is supported on allhandsets including ultra-low-cost handsets (ULCH) whichZain is successfully rolling out across the continent.

Zain and its partners are confident that Zap will increaseaccess to banking services in Kenya, Tanzania, Uganda andNigeria, where formal banking services are largely restricted

By using Zap, millions ofZain’s African customers willnow be able to pay bills andbuy goods and services;receive and send money tofriends and family, withdrawcash and manage their bankaccounts - all by using theirmobile phone

It is estimatedthat over 80%of Kenyans,Tanzanians,Nigerians andUgandans donot haveaccess tobankingservices. Zapwill change this

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to urban populations. It is estimated that over 80% ofKenyans, Tanzanians, Nigerians and Ugandans do not haveaccess to banking services.

Zain, in partnership with Citigroup and Standard CharteredBank, is ensuring that the services meet all the required in-country banking regulations as stipulated by the centralbanks for the launch of Zap services. In addition, Zain’sbanking partners will facilitate payments and settlementprocesses in accordance with the terms and conditions ofthe in-country banking regulations.

“We are extremely excited to be partnering with Zain onthis ground-breaking initiative,” said Kariuki Ngari, StandardChartered Bank’s Area Head of Consumer Banking - EastAfrica. “M-Commerce has the potential to transformbanking in Africa and will help overcome many of theobstacles presented by providing banking services toremote and rural communities. We’re proud to be workingwith Zain at the forefront of this mobile banking revolution.”

This sentiment was echoed by Sridhar Srinivasan, Citi’sGlobal Transaction Services Head of Sub-Saharan Africa:“We are proud to be part of this initiative that will transform

the banking environment in Tanzania, allowing people toaccess financial services everywhere. The Zap offering is atrue innovation, extending the reach of financial services toevery corner of this country and stimulating the paymentssystem through accessible mobile technology. Oursuccessful partnership with Zain enabling thisgroundbreaking service is a great testament to ourcommitment to the economic development of the countrieswhere we operate, by promoting financial inclusion.”

Zain plans to roll-out the Zap serviceto the rest of its Africa and Middle Eastnetwork following the East Africa launch.During a three-month trial phase, theservice was used by several internationalcompanies, including Coca-Cola, whoused it to pay their dealers in Tanzania.

“Research has shown that M-Bankingand M-Payments can help lower thetransaction costs of money transfer,increase the flow of money by makingit easier to send smaller amounts andintroduce those without bank accountsto a means of secure financialmanagement,” said Chris Gabriel,CEO Zain Africa (opposite page).

“By enabling people to use theirmobile phones as mobile wallets, wehope to deliver lasting benefits notjust for our customers, but also for theeconomies of Kenya, Tanzania, Nigeriaand Uganda,” he added.

By using Zap, millions of customers willbe able to pay their electricity bills inKenya and Tanzania, while Zain alsoplans to increase the number ofservices that can be paid for using Zapas part of its aim to transform the useof money in Africa.

Zain and its partners areconfident that Zap will increaseaccess to banking services inAfrica, where banks are largelyrestricted to urbanpopulations. Once more, Zainis initiating change

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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

Zain honorsAfrican cinema

The 21st FESPACO openedon Saturday February 28th

at the August 4th Stadiumin the capital of Burkina Faso,Ouagadougou. The ceremony,

which was covered by over 100 television channels and over 350international journalists, was lit up with a sparkling performanceby Ghanaian singer Kodjo Antwi and a musical set made bylocal artists such as Eugène Kounker, Yeleen, Alif Naaba, Flobyand Sissao.

The biennial Pan-African Filmand Television Festival ofOuagadougou (FESPACO),celebrates its 40th birthdayanniversary under the theme“African Cinema, Tourism andCultural Heritage”

A wonderful world: the Zain mascot at the 21st FESPACO

26 CHAOS APRIL 2009

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 pioneeringfilm makers, who died in 2007 and who had devoted much ofhis life to promoting FESPACO.

Then, under the chairmanship of His Excellency BlaiseCompaoré, the President of Burkina Faso, and the patronage ofhis wife Chantal Compaoré, Tertius Zongo, Prime Minister ofBurkina Faso officially opened the festival. Zongo reaffirmed, onbehalf of the president, his government’s support of theFESPACO, which showcases African cinema and those filmsmade by Africans living abroad.

The Pan-African film and television festival ofOuagadougou, created in 1969, has, according to its entryin Wikipedia, “evolved into an internationally recognizedand respected event in not only the African continent but inthe world at large. At the third festival in 1972, it became bygovernmental decree FESPACO (Festival Pan-Africain duCinema et de la Television de Ouagadougou). That year, thefirst official winner of the best film award was Le WazzouPolygame by Oumarou Ganda of Niger.”

“Zain promotes African arts and culture around the world,” saidTito Alai, Chief Commercial Officer of the Zain Group, whichwas the exclusive sponsor and supplier of mobile phoneservices for this year’s festival. “FESPACO, the largest Africancultural festival, is important to us and our customers andtherefore we are proud to be a part of this festival.”

Many of Africa’s top film makers were competing for theprestigious Étalon de Yennenga – or Golden Stallion – awardedto the film that best captures the realities of Africa. Otherprestigious awards included the Oumarou Ganda Prize, givenfor the best first film, and the Paul Robeson Prize for the bestfilm by a director from the diaspora.

This year, Zain, inpartnership with RadioFrance International (RFI),enabled movieenthusiasts to vote for theRFI prize, which went toBurkina Faso’s MissaHebie for L’As du Lycée,by SMS voting

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Selome Gerima with the Golden Stallion prize for Teza

Ahmed Atef receives the City of Ouagadougou prize for Les Démons du Caire

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This year, Zain, in partnership with Radio France International(RFI), enabled movie enthusiasts to vote for the RFI prize, whichwent to Burkina Faso’s Missa Hebie for L’ As du Lycée, by SMSvoting.

Zain also established a prize worth 2,000,000 CFA ($4,000) forthe film that best promoted African culture. It was won byEthiopian film director Haile Gerima, whose film, Teza, also wonthe Etalon de Yennenga.

The other winners of the more than $100,000 worth of prizemoney at the 21st FESPACO were announced on March 6th at aceremony held at the Azalai Hotel in Ouagadougou. Theyincluded The Human Rights Prize, which was awarded to Chabi

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 Africanculture – 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 ofChild’s Rights’ - Missa Hebie (Burkina Faso), L’Asdu Lycée

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Kao Christiana from Benin for Les Inseparables. The City ofOuagadougou Prize went to Ahmed Atef of Egypt for LesDémons du Caire, while the United Nation Prize for thePromotion of Child’s Rights’ was awarded to Burkina Faso’sMissa Hebie for L’As du Lycée.

“For the first time in history of this festival, we want to paytribute to our partners who contributed Special Prizes,” said

FESPACO’s General Manager Michel Ouédraogo. “We would liketo thank Zain group, which has had a big impact on the festivalwith 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 anofficial partner of the festival. He reaffirmed Zain’s support towardsarts and cultural in Burkina Faso and throughout Africa.

Above and below: The color and energy of the opening ceremony of the 21st FESPACO in Ouagadougou

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Because they care

When, on December 27th 2008, war came to the 1.5million Palestinians living in Gaza, all Zain’s 22operations swung into action as it became

apparent that many people in the densely populatedterritory would die, suffer injury or lose property. Membersof the Zain family did not hesitate to lend a helping handfrom 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 topledge money for those in need. Zain in Saudi Arabia cutrates to Palestine by 50% and dedicated a number todonate money. Zain in Jordan donated JD 100,000($141,000) to a national solidarity campaign for Gaza.

Zain in Bahrain took a three-pronged approach to aiding thepeople of Gaza. The company worked closely with the BahrainNational Committee for the Support of Palestinians in Gazachaired by Sheikh Nasser Bin Hamad Al Khalifa, president ofthe board of trustees of the Royal Charity Organization.

It launched a charity donations campaign, allowing thepublic to show their support and donate to the Palestinianpeople by sending an SMS to 1111 with the number 1 as

the body of the text. Upon receiving this SMS, Zain Bahraindonated BD 1 ($2.65) to support Gaza’s civilians andelectronically debited the sender’s account.

The second aspect of Zain Bahrain’s effort to aid thosesuffering in Gaza involved direct donations of goods. ZainBahrain helped the public support those in need by placingdonation boxes for essential medical supplies and clothingat various malls and its own stores across the Kingdom.

“Anyone could place their donation of new clothing,blankets or unused medical supplies in these boxes, andZain Bahrain would sort through the donated goods andpack them for delivery to charities and NGOs working inGaza through the Bahrain National Committee for theSupport of Palestinians in Gaza,” explained CorporateCommunications Manager Samya Hussein. She alsothanked Aramex, the courier and logistics company, forsupporting the initiative and arranging for professionalpacking assistance.

“Aramex believes in community involvement, and we arehappy that our excellent regional network and professionalservices are being put to such good use in delivering the

Zain moves quickly to help Palestiniancivilians in Gaza

Zain in Bahrain took athree-pronged approach toaiding the people of Gaza.The company workedclosely with the BahrainNational Committee for theSupport of Palestinians inGaza, raising money,donating goods and evenholding a bowling contestto raise funds

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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 sponsoreda bowling tournament dedicated to aiding the victims inGaza. The 20-day tournament began on January 18, thesame day both the Israelis and Palestinian factions in Gazaannounced unilateral ceasefires, and raised BD 9,500($25,210).

“We are thankful for Zain Bahrain’s noble and humanitarianactions, and we extend our gratitude to its loyal customers fortaking part in this initiative endorsed by His Majesty KingHamad Bin Isa Al Khalifa,” said the Royal CharityOrganization’s Secretary-General Dr. Mustafa Al Sayed.

“Zain Bahrain has always believed in playing an active rolein community initiatives,” said Zain Bahrain’s GeneralManager Mohammed Zainalabedin. “Campaigns like thisone for Palestinians in Gaza help us harness the power ofcompassion among both our staff and our customers andcontribute to a deserving cause. We are proud to supportthe Palestinian civilians living in such traumatic instability.We pray that their grief will ease soon.”

Zain in Jordan donated JD100,000 ($141,000) to anational solidarity campaignfor Gaza. In Kuwait, Zaininitiated a “Donations forGaza” campaign, whichallowed customers to call orsend a text message topledge money for those inneed. Zain in Saudi Arabia cutrates to Palestine by 50% andalso dedicated a number todonate money

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More than 5 millionreasons to be cheerful

As of December 2008, Zain Sudan, which beganoperations in February 1997, had over 5 million loyaland satisfied customers. To mark the milestone, on

January 5th 2009, celebrations were held in each of the fourcorners of this vast country, proving that 2008 was truly ayear of expansion.

The achievement is all the more impressive when oneconsiders that, in February 2006, when Zain acquired theremaing 61% of the Sudan operation, known as Mobitel, thecustomer base was only 1.9 million. In three years, it hasgrown by 150%.

Sudan is the largest country in Africa and the Arab world,and the tenth-largest by area in the world. This wideexpanse of territory did not deter Zain’s event organizers. Ineastern Sudan, celebrations were held in Suakin and PortSudan on the Red Sea coast. In the north, partygoers cameto Wadi Halfa and Abri. In the far west, Zain organized anevent in Al Junaynah. In the south, an equally impressivecelebration was held in the southern capital, Juba.

While some areas are remote and lack proper roads, Zain’snetwork means residents are no longer isolated from therest of the country. In these cities, Zain demonstrated itssolid commitment to the region in terms of coverage,partnership in development and community advancement.

Prominent singers and performers helped Zain to celebratein style. But the celebrations did more than offer people agood time. They were an important signal to all of Sudan’speople that to Zain, even the most remote village is asimportant as the biggest city. All customers matter equally,wherever they live.

On January 16th 2009, Zain Sudan reached anotherimportant milestone by launching services in the southernstate of Western Equatoria, where an inaugural party washeld in the presence of State Governor Jemma NunuKumba (opposite) and Deputy Governor and Minister ofInformation and Communications Joseph Ngere Paciko alsocame to welcome Zain and celebrate.

Zain in Sudan’s customer base grows by150% in three years and coverage isexpanding throughout the country

The celebrations did morethan offer people a goodtime. They were a signal toall of Sudan’s people thatZain sees even the mostremote village being asimportant as the biggestcity. All customers matterequally, wherever they live

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Edwin Bandima, Zain South Sudan’s project manager, toldthe audience that Zain is committed to providing modern,practical and affordable services to all Sudanese, regardlessof where they live, and took the opportunity to highlightZain’s groundbreaking ‘One Network’ service.

But that is not all Zain Sudan has to offer in WesternEquatoria. It provides high-speed internet and, for the firsttime in the state’s history, residents now have multimediamessaging service. Governor Kumba expressed hope thatZain’s launch in Western Equatoria will help its residents stayin touch with family in far-off places and facilitate economicdevelopment in the state.

“The use of mobile telephones in Western Equatoria shouldnot be for gossiping and supporting domestic violence,rather it should be for creating harmony and enhancing thesocio-economic livelihood of the people of the state,” saidGovernor Kumba.

Minister Joseph Ngere Paciko praised the quality of servicesZain Sudan provides and invited traders and farmers to makegood use of the newly introduced services. He also warnedthat “the business community in the southern state should notovercharge customers for SIM and airtime cards. They shouldsell these services at the company price.”

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Big MAMAsZain in Nigeria’s Erhumu Bayagbon seesZain and MTV rock the house and honor topmusicians from around the world

On a cool, breezy November night, Zain Nigeriasponsored the 2008 MTV Africa Music Awards, orMAMAs. This big-budget musical spectacular was

Zain’s way of identifying successful African artists andrewarding them for placing Africa on the world music map.

Some of the finest artists from the continent and beyondcame to the award show, including Kelly Rowland, TheGame, Samini, HHP, Jozi, P-Square, 9ice, D’banj, Naeto Cand Asa, among others.

Hosting the event was MTV’s Trevor Nelson, who began hiscareer as a DJ on pirate radio. But when the handsome

presenter stepped on stage to kick off the celebrations, noone in the crowd knew that one of Nigeria’s funniest men, IGo Die, was on the prowl. Decked-out in a dark suit, hestrolled onto stage and started the night with a laugh. Withhis bizarre sense of humor, the comedian from the oil-richNiger Delta region, set the mood for a night of fun.

Seun Anikulapo Kuti, an African instrumentalist andunrepentant advocate of the Afrobeat musical genre, took thestage after I Go Die’s performance. Kuti, son of Afrobeatpioneer Fela Anikulapo Kuti, did himself and his father proud ashe energetically showcased a performance in the style his fathermade famous. For about ten minutes, the young musician and

A night to remember: P Square entertain the audience at the MTV Africa Awards

35 CHAOS APRIL 2009

his large back-up band engaged the audience with electricnotes and African rhythm. Indeed, there was no better way tokick off a celebration to honor African talents.

The award presentation portion of the ceremony startedstylishly when popular Nigerian soccer star Jay-Jay Okochaclimbed the stage to present the first award. Fashionablydressed with diamond studs dangling from his waist, theformer captain of the national team wasted no timeannouncing 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 wascrowned the best hip hop artist of the year. Naeto Cclinched best new artist of the year award, and P-Squarewas named the best group of the year.

Other artistes that left the Velodrome happy were: Seether(best alternative), Wahu (best female artist), Jozi (best liveperformer) and Alicia Keys (best RnB).

MAMA winners received aniconic ‘golden microphone’trophy featuring a retro popmicrophone emerging from aglobe with the Africancontinent on top

MAMA winners received an iconic ‘golden microphone’ trophy,featuring a retro pop microphone emerging from a globe withthe 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 respectedsinger and civil rights activist from South Africa. She passedaway on November 10, 2008, just days before the ceremony.Tears ran down the cheeks of many faces in the crowdduring a slideshow and documentary highlighting Makeba’slife and her contribution to African music.

Kuti, who died in 1997, was famous for his skill on manyinstruments. He was also a composer, human rights activist andpolitical maverick. The audience sat soberly as they watched adocumentary detailing his life, music and struggle.

After the somber moments of remembrance, the showfeatured several performances from top artists. The hip hopgroup P-Square wowed the audience with energetic dancestyles as they bounded across the stage. Then, as itappeared they were almost finished with their performance,Jozi burst onto the stage, thrilling the audience with well-

Glittering: Kelly Rowland sparkles backstage at the awards

Glamorous host: Trevor Nelson with the Golden Microphone trophy

36 CHAOS APRIL 2009

choreographed dance steps. Jozi and P-Square engaged inan exciting dance battle as the crowd cheered.

The American artist Flo Rida also had his time on stage. Thewell built rapper roamed freely around the stage, titillatingguests with his hip hop flows. Nigeria’s 9ice and SouthAfrica’s Cassette also showed their stuff as they rocked theVelodrome with breathtaking performances.

Renowned Nigerian artist Asa took the celebrations to anew level with a rendition of her popular song, Mr. Jailer.Maintaining a calm appearance, the artist strolled across thestage 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 KellyRowland, the former member of Destiny’s Child, took tothe stage. She wowed the crowd with her soulful style, andthe crowd went wild when Naija Boy and D’banj joined heron stage.

After the three-hour show, guests danced the night away atan after party. Rich in concept, performance content, andfilled with some of the world’s top artists, the show provedto be the first of its kind to grace the African continent.

Erhumu Bayagbon is a PR specialist in the CorporateCommunications Team

Seun Anikulapo Kuti accepts an award on behalf of his legendary father Fela Kuti

Just happy to be here: South African hip hop artist HHP

www.zain.com

Your worldof 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.

A wonderful world

38 CHAOS APRIL 2009

CORPORATE SPIRIT

Pilgrims’ progress

In December 2008, Zain announced that 760,570 pilgrimson the annual Hajj held each year in Mecca madeoutgoing calls free from high roaming surcharges and

received free incoming calls on the new, hi-tech Zain inSaudi Arabia network using the revolutionary ‘OneNetwork,’ the world’s first borderless mobile telecomsservice. The figure represents 45% of the estimated 1.7million overseas visitors who participated in the world’slargest pilgrimage.

Zain KSA’s operational records indicated that pilgrims from allthe other ‘One Network’ partner countries – 15 at the time –utilized the complimentary service to stay in touch withfriends and family. The largest users by country were fromJordan (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 pilgrimsto keep in touch with loved ones,” said a delighted ZainCEO, Dr. Saad Al Barrak. “In linking two continents, OneNetwork helps fulfil our promise to deliver to our customersa unique and rewarding Zain brand experience through theservices we offer.”

Zain KSA said that it had completed all technicalpreparations and the launch of all services and socialactivities for the (1429 H) Hajj season inside the HolyPlaces and the pilgrim gathering points. For this purpose,Zain KSA mobilized all technical capabilities andmanpower to achieve the highest quality of services inaddition to meeting all pilgrims’ requirements so theycould remain connected with their families wherever they were.

1.5 million customers used its Holy Places network to makelocal and international calls simultaneously with high voicequality, using the more than 210 ‘Cells On Wheels’ or COWs

to support G2 and G3 technology. The COWs wereequipped and distributed to provide comprehensivecoverage in all pilgrimage sites, such as on bridges,buildings, inside tunnels and in narrow passages. Zain alsoenhanced its network throughout the Holy Places with SDH

Roaming-free outgoing and incoming callsallow pilgrims from the ‘One Network’countries to stay in touch with friends andloved ones during the annual Hajj

39 CHAOS APRIL 2009

Hubs and living quarters – as it did in Mena and Arafat – forfield teams dedicated to maintaining service for the pilgrims.

Following the launch of its services in the Kingdom lastAugust, a special team worked for more than six months toreach a high level of service in both Mecca and Medinaduring Ramadan. Zain also created a crisis managementcenter in its Mecca office, including a field team equippedwith more than 30 motorcycles for rapid transportationwithin the Holy Places.

Moreover, in an attempt to keep pilgrims connected withtheir families abroad and with other pilgrims, Zain KSA,using 100 authorized salesmen in the Holy Places, launchedits widely-available Hajj Line, a prepaid line of SR40 withSR50 credit balance.

The offer included a 20% discount on international calls forthe top-10 countries by number of pilgrims and all Arabcountries, as well as a discounted tariff of 40 halalas perminute for calls made from a Hajj Line to another Hajj Line.

Zain also introduced Urdu to the automatic answering systemand launched a series of SMS messages, creating awarenessand offering advice on the rituals of Hajj and administrativeissues – passport, civil defense, and security – on electronicpanels. Finally, Zain provided and distributed more than half amillion bottles of drinking water to thirsty pilgrims.

Zain KSA is committed to supporting the efforts of thegovernment of the Kingdom of Saudi Arabia to make theHajj better for pilgrims.

Zain KSA also participated in the exclusive DiamondSponsorship of the media campaign for the 1429 Himplemented by the Mecca Governorate under theauspices of HRH Prince Khaled Al Faisal, Governor ofMecca.

45% of the estimated 1.7million overseas visitors, whoparticipated in the world’slargest pilgrimage, used therevolutionary service offeredby Zain KSA, allowing themto stay in touch with friendsand family without incurringroaming charges

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CORPORATE SPIRIT

Rewarding an Africanrole model

Soon after leaving the Big Brother House, where shemissed out on the coveted $100,000 grand prize by awhisker, Hazel Warren visited the Zain in Malawi head

office in Lilongwe where staff and management showeredher with goodies.

The goodies? Zain splurged Warren with an equivalent cashdonation of more than $7,000, a top-of-the range handsetand a Zain SIM card, plus 100,000 units of talk time!

“We wanted to reward Ms. Warren for being an exemplarywoman role model on Big Brother Africa,” said Sales andDistribution Director, Saulos Chilima, who added that thecompany’s generosity was in line with Zain’s commitment topromoting arts and culture. “She represented Malawi byportraying it in the right frame. We also thought it fitting tobe identified with Hazel because, as a company, Zainsupports the arts and culture and our aim is to open up anexciting ‘wonderful world’ for young talents like Hazel. Big

Malawi’s Hazel Warren,finalist on realitytelevision show Big Brother Africa III, isfeted by Zain as an example to all!

41 CHAOS APRIL 2009

Brother gave a spectacular display of various African cultures,including our own.”

Big Brother is a reality television show in which a group ofpeople live together in the Big Brother House, isolated fromthe outside world, but continuously monitored by televisioncameras. Each season usually lasts for around three months,and there are usually fewer than 16 participants. Thehousemates try to win a cash prize by avoiding periodicevictions from the house.*

Zain was the first company in Malawi to reward the BigBrother Africa III finalist upon her return from location inSouth African. For her part, Warren is now a celebrity in manycircles across the continent and highly regarded as a rolemodel. She said she was pleased that the gifts from Zaincame on December 1, World AIDS Day.

Warren abstained from sex while in the House – a major pitfall forprevious housemates. “I am glad this donation coincided withWorld AIDS Day, as this gives me the opportunity to advocateabstinence, which is the best remedy in the wake of HIV/AIDS.While in the House, I wanted to project a positive example to theyouth - that you can be your own person and still be cool.”

During the visit to Zain, Hazel was accompanied by hermother and another housemate, South Africa’s Thami. TheBBA III pair shared happy moments with Zain staff, posing forpictures and smiling. * Source: Wikipedia

Warren is now acelebrity inmany circlesacross thecontinent andhighly regardedas a role model.She said shewas pleasedthat the giftsfrom Zain cameon December 1,World AIDS Day

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CORPORATE SPIRIT

A King’s reward

On February 16, in the Jordanian capital Amman,His Majesty King Abdullah II (opposite left), onthe occasion of his birthday and in the presence

of key figures from the public and private sectors,awarded Zain Jordan the Al Hussein Decoration forDistinguished Contribution (First Order). The medal was inrecognition of the company’s efforts in serving theKingdom and the local community through its manycorporate social responsibility initiatives.

An official statement from the Royal Court said that Zainhad been honored for the vital role it plays in supportingthe local community, highlighting the JD 25 million Zain hascontributed so far – the most recent being theJD 450,000 given to the Teachers’ HousingProject – as well as the 42 university grantsgiven each year to underprivileged yetover-achieving Jordanian students. Zain hasalso raised JD 700 million over the past fiveyears to fight cancer.

Zain has provided 143 scholarships in the past five yearssince the founding of the Zain Education Fund. It has alsoestablished the Mobile Maintenance Center and is a majorsupporter of the ‘Madrasati’ initiative for the upkeep anddevelopment of state schools, launched by Her MajestyQueen Rania Al Abdullah.

Zain also supports Jordanian sports and plays a vital role inidentifying and developing youth talent, through the Zainbasketball teams, the sponsoring of Al Faisali and Wehdatteams and Zain’s ‘Harat’ initiative, through which it helps theyouth in underprivileged areas around Jordan develop theirsoccer skills.

“We take this opportunity to salute His Majesty KingAbdullah II for the great efforts he is making in transformingthe Jordanian economy,” said Zain Group CEO, Dr. Saad AlBarrak, commenting on the award.

“There is no doubt that this medal will add much to thecompany during the course of our work in the Kingdom

and will serve as a strong incentive to continue with ourplans to strengthen the economic and social developmentof the Jordanian people,” he said, adding that Zain wouldlaunch further social initiatives, especially in the fields ofhealth and education.

Zain Jordan’s General Manager, Dr. Ahmed Al Shatti (aboveright), expressed the company’s pride in receiving thishonor. “We were honored by His Majesty King Abdullah IIwhen he visited the company’s headquarters in 2006, andtoday, two years later, we receive further recognition of thecompany’s efforts in community service,” he said, adding,“Zain’s vision is based on innovation, development, makinga difference and a belonging to society which is embodiedin its slogan, ‘A wonderful world’.”

Zain in Jordan is awarded the Al HusseinDecoration for Distinguished Contribution

Every 1 second 4 mothers are born worldwide. With every child born, a mother is as well. On this momentous occasion, Zain would like to take the opportunity and wish everyone a very Happy Mother’s Day.

44 CHAOS APRIL 2009

CORPORATE SPIRIT

Reaching out in partnershipacross a nation

Since April 2008, Zain in Madagascar, inpartnership with IFC (a member of theWorld Bank Group) and the Malagasy

Government has participated in ‘Village Phone,’ aprogram to increase telephone access inMadagascar’s rural areas, while at the same timepromoting entrepreneurship and creating jobs.The official launch event was held in Mahavelonaon November 28

th, 60 km outside the capital,

Antananarivo.

The Village Phone Program links Zain with ruralentrepreneurs who sell airtime on its networks,but who are outside the actual coveragefootprint. Zain provides the hardware to amplifythe signal, the solar chargers and othernecessary equipment in a pack to the entrepreneurs, whileIFC helps design and manage the program and micro-finance institutions provide funding to Village Phoneoperators. Since operations began in April 2008, ZainMadagascar has installed some 800 Village PhoneOperators (VPOs), providing access to telephone servicesto more than 800,000 people in rural Madagascar.

“The telecommunications sector is extremely important forthe continued development of Madagascar’s economy,”said Zain Madagascar Managing Director Ihab Al Fouly(opposite) at the launch. “This program enables Zain todramatically extend telephone services to previouslyisolated and secluded areas in Madagascar and help bringlivelihoods to people.”

Zain increases telephone access and createsjobs in rural Madagascar

VILLAGE PHONE SUCCESS STORIES #1SAVING TIME AND FINDING WORKThe Ramarokoto family lives in Ambohipiraisana, avillage in the south of Madagascar, 90 km fromFianarantsoa. The village has a good productioncapacity of bananas and coffee but has littlecommunication infrastructure and bad roads.

Once the area got network coverage, theRamarokoto family bought a mobile phone. Itproved a great help for the son, Hery, who waslooking for a job in neighboring towns. Before hegot the phone, he had to travel a lot and missedmany opportunities because companies could notcontact him in time. With the family mobile phone,

his life changed. He did not need to travel andcould be contacted by companies. He is nowworking in Fianarantsoa’s wine industry.

His father, meanwhile, was able to improve his turnoverbecause clients could now order by phone. “I feel a realimprovement in my family’s life,” said Mr. Ramarokoto.“My sons can work, my business is picking up, I cansend my youngest daughter to university inAntananarivo and I can call other members of my familyscattered all over the country.”

But the Ramarokoto family agrees that the mostimportant advantage of the mobile phone is that itsaves them time.

45 CHAOS APRIL 2009

This program enables Zain todramatically extend telephoneservices to previously isolatedand secluded areas inMadagascar, helping bringlivelihoods to people

VILLAGE PHONE SUCCESS STORIES #2SAVING A LIFEAndo is studying at the University of Antananarivo,the capital. She lives alone while her family lives inAmpombolava, a rural village in 600 kms from thecapital, but her father Léon visits her once a month.In May 2008, she was hit by a car and was rushedto hospital with no money to pay for treatment.

Thanks to the Village Phone, she could call her father. “Iwas able to contact a cousin living in Antananarivo to goto the hospital and help her,” said Léon. Before theVillage Phone Program, the population of Ampombolavahad to walk 17 kms to the nearest phone.

The Village Phone Program builds upon IFC’s existingrelationship with Zain across several countries in Africa. In 2007,IFC provided loans to Zain subsidiaries in the DemocraticRepublic of Congo, Madagascar, Malawi, Sierra Leone andUganda to help expand and upgrade mobile networks.

The launch event (opposite) was attended by Minister ofEconomy, Trade and Industry Ivohasina Razafimahefa, theDirector of ICT Development (Ministry ofTelecommunication) Olivier Robinson and the IFC ExecutiveVice President and CEO Lars Thunell, who was inMadagascar on a three-day visit to highlight IFC’scommitment to the country. His agenda included meetingswith key IFC development partners and governmentofficials, including the then President Marc Ravalomanana.

“The Village Phone Program demonstrates our innovative partnership with Zain and how we are working together tosupport the role of information and communicationstechnology 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 outsidecoverage plans and who are deprived of electricity. VillagePhones, as a development catalyst, will be a first step forrural entrepreneurs towards providing other and moresophisticated services like rural information, tradeinformation, internet and eventually money transfer services.

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CORPORATE SPIRIT

Taking the expressway toeconomic excellence

Nigeria is in a hurry to climb the economic anddevelopment mountain as the country decides howbest to tap into its huge human and economic

potential. Its goals are clear about paving the way toeconomic and social development, with its gaze firmly fixedon 2020 as the target date for joining the top 20 globaleconomies. Many businesses are hastily positioning for thisbig move, but there is still a glaring need for youngprofessionals and entrepreneurs with the right managementskill sets to propel this vision.

With this in mind, last year, Zain Nigeria and the BritishCouncil, a global organization committed to connectingpeople with learning opportunities and creative ideas,formed an alliance to help young professionals developtheir management and leadership talents. The idea is tofacilitate the emergence of a new generation of youngNigerians capable of filling key managerial positions, andyoung entrepreneurs capable of running successful

businesses. The alliance also gave a chance to seniormanagers to upgrade their skills.

Known as ‘Management Express’, the program involves abattery of lectures which focus on many areas of managementand entrepreneurship. It is a unique and bold attempt to raise alarge army of competent and highly productive managers.

Zain Nigeria believes the program will help the participantsimprove themselves, their businesses and the localeconomy. This is a demonstration of Zain’s determination tofulfil its brand promise of creating ‘A wonderful world’ forthe youth and the young-at-heart.

The British Council developed the program in response tomarket research it conducted in 2005 among customergroups that shed light on the need for affordableprofessional and personal development opportunities in thearea of management and leadership in the country.

Zain in Nigeria and the British Council helpcreate a pool of highly-trained youngmanagers and entrepreneurs

The program will endlater this year with lotsof enthusiasm and theexpectation thatManagement Expresswill have helpedNigeria’s quest forbusiness developmentand general economicgrowth by 2020

47 CHAOS APRIL 2009

Both organizations maintain that the collaboration providesthe missing synergy needed to drive up the development ofyoung Nigerian professionals and entrepreneurs. Additionalbenefits include the promotion of career advancement,through learning from resources related to professionalcourses to learning about on-the-job features. ManagementExpress combines a breakfast meeting for young managerswith more formal workshops and a mentoring componentdesigned specially with aspiring managers andentrepreneurs in mind. Periodically, both programs holdmeetings in cities such as Lagos, Abuja, Kano and Enugu tobroaden the reach of initiative.

The scope of the lectures is deliberately wide and varied,with topics ranging from basic management skilldevelopment to customer attraction and retention; publicrelations; entrepreneurship development in a developingeconomy; how to take advantage of marketingopportunities; changing marketing communication: the e-marketing concept; and the implications of the globaleconomic crisis for businesses in developing economies.

Leading business experts and academics, particularly fromthe United Kingdom, provide the fuel that drives interest inthe program. Martin McEwan, a director at McEwan HackettInternational Marketing, an international consultancy firm,and Ruth Herman, an international public relationsspecialist, were both able to draw on into their broadexperience in management training in various cultures.These experts were complemented by Nigerians, such asDr. Dahiru Sani, former Management Consultant for WorldBank Project in Nigeria, lecturer at the Global BusinessSchool and Wits Business School, Johannesburg, South

Africa and currently Director-General of Kaduna BusinessSchool, Nigeria.

The results have been tremendous. Participants say theprogram has been a huge blessing for the Nigerianeconomy, raising future stars of business and ultimately theboardroom. They include Bukoye Oyebanji, an Abujaconstruction firm executive; Ibrahim Ahmed, anentrepreneur; Uju Ogboh, a manager with First Bank ofNigeria; Tina Isiguzo, a final year student of the University ofJos and Imora Ekonu, an aspiring manager.

The programme will end later this year with lots ofenthusiasm and the expectation that Management Expresswill have helped Nigeria’s quest for major businessdevelopment and general economic growth by 2020.

Zain Nigeria believes theprogram will help peopleimprove themselves, theirbusinesses and the localeconomy. Zain is determinedto fulfil its brand promise ofcreating ‘A wonderful world’ foryouths and the young-at-heart

48 CHAOS APRIL 2009

CORPORATE SPIRIT

Creating a new generationof women entrepreneurs

Zain in KSA’s corporate social responsibility (CSR)activities focus on three main areas: youth, educationand employment. The latter is designed to serve the

the community with a keen focus on women, who representmore than half of the kingdom’s population. As a result, MyProject Zain, an initiative designed to create small businessopportunities for less-advantaged women by training themto sell Zain products and services from home, was born. Theproject will help an estimated 10,000 families over five years.

A pilot project was initiated in late September 2008, whenZain selected ten women in Jeddah and gave them threedays of intensive training on Zain culture, mobile

applications and products and services. Zain also providedthem with the necessary stationary, tools and equipmentto begin selling those products. The results werestaggering. After two months, they recorded sales of morethan SAR 194,000 ($52,000) by selling only prepaid andscratch cards.

A full-blown project will be expanded into other cities, such asRiyadh, Dammam, Mecca, Medina and other locations in theKingdom, where it is hoped that 2,000 women each year willbe recruited into the initiative. They will need considerablehelp and Zain has set up centers to provide technical supportto this army of budding women entrepreneurs.

Zain KSA’s remarkable and empoweringproject that gives many women a realsense of worth

49 CHAOS APRIL 2009

“The project is a model that reflects the coexistence of Zainwith the community,” said Dr. Marwan Al Ahmadi, CEO ofZain KSA.

ONE WOMAN’S STORY“When I got divorced, I was worried about the future of mysix children. I wanted custody, but I was not sure I couldafford to raise them. I am not highly-educated and couldn’tenter into full-time employment and be a full-time mother. Ihad to think of alternative ways to generate income withoutgoing into debt.

I started selling honey from home. The income was good but Iwanted other, more lucrative projects. It was then that mysister called me and told me about Zain and I met Dr. AzizahAl-Ahmadi. I told her I had a high school certificate, an ICDLcertificate, a good level in English, computer printing skills

and knowledge of Excel. I also told her that I was a housewifewith no real work experience but that I did sell honey from myhome. That was enough to convince her. She wanted peoplewho could work from home, selling SIM cards.

The first step was a three-day course during which we learnedabout the company’s principles and strategies. We learnedabout problem solving and sales techniques and about Zain’scommitment to serving all societies and the welfare of its staff.

A system was established whereby we could buy SIM cardsat the same price as the large distributors. Zain specified aday for us to visit the distribution company and get to knowthe people we would be dealing with. Dr. Azizah was alwaysthere for us. She followed up on our progress, encouragingus and helping us overcome obstacles at every turn.

It took three months to recover the capital and make aprofit. Now I’m selling mobile phones with SIMs whereby Iencourage the customer to buy Zain SIMs, offering specialoffers on phone units as incentive.

The most important thing is that the project has notdistracted me from raising my children. Zain makes me feelimportant and I feel good that I am serving the community,a role contrary to the picture society paints of thedependent divorcee. I wish that every large company couldfollow Zain’s example in providing services for those in needof help, especially divorcees, widows, orphans and everyonewho has a family to support.”

“Zain makes me feelimportant and I feel goodthat I am serving thecommunity, a role contraryto the picture society paintsof the dependent divorcee”

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CORPORATE SPIRIT

At last: education getsa facelift at 71

Every working day,* Nason Kabangisha rides his bicyclefor nine kilometers to reach the Kafubu Farm BlocBasic School he runs on the outskirts of Ndola. If the

bicycle has a puncture and he has no money to mend it, the44-year-old headmaster walks for one and a half hours toreach his destination. “I have been walking and riding mybicycle to the school for the past three years now. That’s theway it is. I am used to this kind of life,” he says.

But Mr. Kabangisha is passionate about his school anddedicated to his work. When he first moved to theinstitution, he organized a Parent-Teacher Association (PTA)meeting to find solutions to the school’s run-downcondition. “The school had only a few desks and someclassrooms had no roofs,” he said.

The 520 pupils were struggling. They could not learn if theywere scorched by the sun - and it was worse during therainy season, when they got soaked. In fact, the school,which was originally opened under a self-help project in1937, had never been rehabilitated in seven decades.

But through the passionate efforts of its head teacher, theschool sent out an SOS to private companies. It was notlong before Zain Zambia responded by rehabilitating threeclassroom blocks and donating 59 desks to the school at acost of K111 million, through ‘Build Our Nation,’ a programthat aims to transform communities.

Now Kafubu Farm Bloc Basic School has now joined the listof many schools in Zambia that have benefited from Zain’s

Zain in Zambia rehabilitates school throughthe company’s ‘Build Our Nation’ program

The pupils struggled. Theycould not learn if they werescorched by the sun, but itwas worse during the rainyseason when they gotsoaked. In fact, the schoolhad not been rehabilitatedsince 1937 when it was built

51 CHAOS APRIL 2009

corporate social responsibility. “We have given and we willcontinue to offer support to needy institutions of learningthrough partnership with the government,” Zain Zambiamanaging director David Holliday said during the handoverof the rehabilitated school.

Mr. Holliday reaffirmed his commitment to contribute to theelimination of barriers that prevent children from enrollingand remaining in school. This commitment is in line withZain’s brand promise of creating ‘A wonderful world.’

It is a fact that most children in rural areas have troubleattending classes due to socio-economic challenges. Mostpupils at Kafubu Farm Bloc Basic School are children ofLamba-speaking peasant farmers who have settled in thearea after retirement or relocation. They grow maize, fingermillet, sweet potatoes and other traditional crops.

Zain is committed to theelimination of barriers thatprevent children fromenrolling and remaining inschool. This commitment isin line with Zain’s brandpromise of creating ‘Awonderful world’ Most of them rely on growing vegetables to feed their

families and send their children to school. But with thedevelopment of a rehabilitated school in the area, it ishoped that pupils, through a better education, will be ableto lead better lives than their parents.

“I want to become a nurse when I finish school,” said JudithKampumbe, a grade seven pupil at the school. “Caring forpeople is something that I always dreamt of.” Judith is only13 and lives with her parents. She is grateful to Zain forrehabilitating the school, saying she and her classmates arenow motivated to work harder.

She did however, have one request: “We need schooltransport to help us network and participate in sports eventswith other schools, like other pupils in urbanareas.”Nevertheless, the rehabilitation of the school hasdefinitely put a new face on the area, something that thepupils and the locals alike can be proud of.

*From a story originally published in the Times of Zambia

.

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CORPORATE SPIRIT

Circus Maximus

Many things define a brand. Most compelling are theexperiences one has with it and the memories andassociations that stem from those experiences.

For me, the Circus Mama Africa that Zain sponsored is themost compelling example of an experience that reflects thecore values of a brand that I wholeheartedly admire.

Zain’s Circus Mama Africa was not only the most amazinglive show I have ever seen, it also embodied a truth that ishard to deny: that Africa is awake. Circus Mama Africa, acollection of 65 African artists,from musicians and dancers toaerialists and acrobats, put on aworld-class show. It was heart-warming to see Africanperformers so thoroughlyentertaining the vast crowds.

The show kicked off onNovember 16, 2008, in Dar esSalaam, Tanzania’s commercialand administrative capital, andstayed there longer thananticipated as demand fortickets was so high.

The artists patiently nurturedtheir talents and erupted into anundeniable force that delightedall of us. Every time I spoke withthe individual artists – and Ispoke to most of them – theytold me of a desire forsomething more in life, of usingtheir talents to build better livesand perform around the world.Their words rang with a sense ofpurpose and fulfillment.

They are the wild flowers I wroteof in my book, Life & You, thatcould have been abandoned in

the wilderness but instead were gathered and allowed toexpose their hidden beauty.

The HEART that guided these young minds now RADIATESthrough their work and is evident in the sense of BELONGINGthey have in their communities. This to me truly represents thespirit that is Zain - heart, radiance and belonging. These youngpeople, and the organizers of Circus Mama Africa, are Zain.

Constantine Magavilla is a marketing manager - businesssegment, Zain in Tanzania

Constantine Magavilla explains how yetanother thrilling Zain in Tanzania eventshowed the true spirit of the brand

www.zain.com A wonderful world

One EarthOne NetworkNo 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

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CORPORATE SPIRIT

Still touching lives

In January 2009, Zain made asuccessful tender tocontinue, as ‘mtc touch’,

managing one of Lebanon’stwo mobile operations for anadditional year commencingFebruary 1, 2009 andextendable for one year, as perthe new managementagreement terms set by theLebanese Ministry ofTelecommunications.

By offering the most competitiveprice to run the network, Zain,through ‘mtc touch’ in Lebanon,is committed to increasing itscustomer base by an additional400,000 as part of a rapid andcommitted government-fundedexpansion plan. Currently ‘mtctouch’ has over 950,000 activecustomers.

“We are delighted to have won and look forward toconsolidating the commitment to Lebanon we started morethan four and half years ago,” said Dr Saad Al Barrak, CEOof Zain, commenting on the successful tender. “We lookforward to the privatization of the mobile sector and arehopeful that we can secure a long term license to operatein this promising country.”

In June 2004, Zain commenced a four year agreement withthe Lebanese government to manage one of the country’stwo existing mobile networks (Mobile Interim Company 2 –MIC2). In November 2004, the operation was branded asmtc touch and today it is the only one of Zain’s 22operations not owned by the Zain Group.

mtc touch’s employee base is 100% comprised of highly-qualified Lebanese and has dominated the Lebanese mobilemarket with a 57% share. It also has an ongoing commitmentto providing a diversified portfolio of services, such as Credit

Transfer, Roaming on Aircrafts, Data Roaming, electronicauctions for special numbers, EDGE technology covering allLebanese territories and BlackBerry facilities.

By offering the mostcompetitive price, Zain,through ‘mtc touch’ inLebanon, is committed toincrease its customer base byan additional 400,000 as partof a rapid and committedgovernment-fundedexpansion plan

Zain re-acquires the management agreementfor the Lebanese mobile network

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Offering a chance

As part of its strategy to focus on supporting thelocal education sector, in 2008, Zain Jordanlaunched the country’s first mobile maintenance

training center to train students on the maintenance ofmobile equipment. With this new center, Zain hopes tohelp ease the high unemployment rate in Jordan andcreate valuable jobs within the telecommunicationssector.

With 20 students per session, and 160 expected tograduate annually, the course lasts three months andincludes elements of both theory and practice.

A special syllabus has also been developed by thecompany, addressing subjects that include, in addition toother topics, ways of dismantling and handling mobileequipment and electronic circuits.

Located northeast of the capital, Amman, and launched inpartnership with the Vocational Training Center, the Zainestablishment provides training for students under thesupervision of specialized instructors. Upon graduation,trainees are offered a qualifying certificate, giving them adefinite edge in the local labor market.

Zain in Jordan’s initiative boosts employmentopportunities for local youth

A special syllabus has alsobeen developed by thecompany, addressing subjectsthat include, among others,ways of dismantling andhandling mobile equipmentand electronic circuits

The initiative to establish the first center for training in themaintenance of mobile equipment serves Zain’s mainCorporate Social Responsibility goals of supporting thelocal education and youth sectors.

The center will also help create jobs while helping addressthe need for mobile equipment maintenance services. Withwith a 90% mobile penetration rate in the Kingdom, mobilecommunications play an increasingly larger role in people’sdaily lives.

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Investing in Kuwait’sleaders of the future

There are over 2,000 Kuwaiti students studying inuniversities across the US, attracted by the highquality of American educational establishments.

Studying in another country can be an enriching andrewarding experience, but many of these Kuwaiti studentsstill face the challenges of adapting themselves to adifferent culture, while preserving their own traditions andmissing their families. They will, however, return home,having acquired adaptive skills and learned about anotherculture, an experience that will give them an edge they willcarry into their professional and personal lives.

The National Union of Kuwaiti Students (NUKS) is a Kuwaitiorganization representing students at different universitiesacross the US, where its goal is to make every student feelat home through its activities and programs, as well as helpdevelop their personal and academic skills.

Zain Kuwait was a Diamond Sponsor at the NUKS USA 25th

Silver Jubilee conference in Washington in late November2008. Entitled ‘Together we build our nation’ it was heldunder the patronage of H.H Crown Prince Sheikh Nawaf AlAhmed Jaber Al Sabah, and presided over by the KuwaitiAmbassador to the USA, Sheikh Salem Abdullah Al Jaber.

The NUKS US annual gathering attracts a large number ofstudents, as well as prominent political, business and media

leaders. It provides a vital opportunity for attendees toparticipate in debates and conferences headed by talentedand diverse speakers. It also gives students an opportunityto participate in and benefit from the NUKS job fair andenjoy the musical and other recreational activities.

Zain’s participation at the event reinforced its commitmentto improving society. Today’s students are the future ofKuwait. When these students graduate and return to theircountry, they will bring knowledge, skills and innovativeideas from the US education system that will supplementand 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’scommitment to the belief that students are the assets andwealth of a nation and that the sponsorship only reiteratesZain’s dedication to building and developing the future ofKuwait and its people.

Zain in Kuwait supports the NUKS USA 25th

Silver Jubilee conference in Washington D.C.

We seek the best We expect the best We keep the best

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Texting for an icon

It was announced in February that Zain customers hadraised more than $85,000 for the Nelson MandelaFoundation through a fundraising competition initiated in

2008, during which members of the public were invited toSMS their birthday greetings to the former South Africanpresident who was celebrating his 90th birthday and, indoing so, were offered a chance to go to London in lateJune to attend the 46664 concert (Mandela’s Robben Islandprison number) honoring the statesman. Tens of thousandsof Zain customers across Africa responded by sending textmessages wishing Mandela a happy birthday, with thelargest number coming from Tanzania, the country thathosted the African National Congress (ANC), when it was inexile for several decades.

Zain was one of the main sponsors of the concert, which wasorganized by Mandela’s 46664 campaign. Many internationalartists (as well as many of the world’s most powerful andrecognizable celebrities) participated in the event, includingmany of Africa’s leading musicians who were sponsored by

Zain to travel to London and participate in the concert, whichwas broadcast to more than 1.5 billion people across theworld and at which Mandela was present. They includedKenya’s Suzanna Owiyo, Madagascar’s D’Gary, Uganda’s BebeCool and Nigeria’s 9ice.

Zain is heavily involved in promoting arts and culture acrossthe continent and took this once in a lifetime opportunity tosponsor the concert and various events associated with thefestivities. The funds raised by Zain’s customers were handedover to the Foundation by Zain Africa CEO, Chris Gabriel.

“We are proud that our customers raised this money for theNelson Mandela Foundation, which we think very highly of andare honored to be partners with,” said Gabriel, speaking at thecheck handover. “We acknowledge the hard work it doesthroughout Africa and feel that its goals are very much in linewith what Zain stands for. This money, raised solely by ourfaithful customers, is proof that Mr. Mandela holds a specialplace in the hearts of many across Africa.”

Zain customers across Africa raise more than$85,000 for the Nelson Mandela Foundation

Across Africa,tens ofthousands ofZaincustomersresponded bysending textmessages,wishingMandela ahappybirthday

59 CHAOS APRIL 2009

When he announced the sponsorship, Zain Group CEODr. Saad Al Barrak said, “We are happy to be part of thisevent honoring Mr. Mandela, a global icon whosesacrifices for the African people are well known to all. It isin line with Zain’s global ambitions and corporate socialresponsibility philosophy that we participate in the raisingof funds for the Mandela Foundation.”

The funds raised will benefit the charitable organizationsestablished by Mr. Mandela, including 46664, the NelsonMandela Foundation, the Nelson Mandela Children’s Fundand the Mandela Rhodes Foundation, which through theirwork have sought to bring about change and make adifference to lives in Africa and elsewhere over the past 14years. 46664, in partnership with the Nelson MandelaFoundation, will use its portion of revenues to fundcommunity based HIV/AIDS projects in various Africancountries through its partner, the African Women’sDevelopment Fund.

46664 was launched in Cape Town in November 2003, andits clear focus is in raising global awareness of HIV/AIDS.Using Mr. Mandela’s Robben Island prison number as itsunique brand, the campaign aspires to symbolize hope,justice and resilience in the battle against the pandemic.

The 46664 campaign uses the power of music,entertainment and sport to convey its message. In SouthAfrica, 46664 is involved in outreach at schools andcommunities to help prevent the spread of HIV/AIDS.

“In Zain we have found an African partner who shares ourcommitment to alleviating the challenges we face on thecontinent, notably HIV/AIDS,” said the CEO of the NelsonMandela Foundation upon accepting the donation.

“In Zain we have found anAfrican partner who shares ourcommitment to alleviating thechallenges we face on thecontinent, notably HIV/AIDS,”said the CEO of the NelsonMandela Foundation uponaccepting the donation

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Youssou N’Dour: singingfor development

The international singer, Youssou N’Dour (below,center), gave his first concert in Kinshasa, DRC, topromote the Ministry of Agriculture’s Birima micro-

credit project, launched in February 2008 - andimplemented in 2009 - to allow the underprivileged accessto funds to run businesses or small holdings.

The VIP event, held at Kinshasa’s Grand Hotel was a hugesuccess, not only due to the quality of the performance, but

also because of the message transmitted by the legendarysinger, one that conveyed his support for the micro-creditproject and his commitment, through his music and music-related projects, such as supporting young artists, to hiscountry, his continent and the world.

A second concert for the general public took place at Hallde la Gombe, at the French Cultural Center, in front ofthousands of fans to promote Zain’s ‘wonderful world’values and the already strong sense of culture and music inCongolese society.

Born in Dakar, Senegal in 1959, N’Dour is, according toWikipedia, “one of the most celebrated African musicians inhistory. A renowned singer, songwriter, and composer,Youssou’s mix of traditional Senegalese mbalax with eclecticinfluences ranging from Cuban samba to hip hop, jazz, and soulhas won him an international fan base of millions. In the West,Youssou has collaborated with musicians Peter Gabriel, AxelleRed, Sting, Alan Stivell, Bran Van 3000, Neneh Cherry, WyclefJean, Paul Simon, Bruce Springsteen, Tracy Chapman, BranfordMarsalis, Ryuichi Sakamoto and others. In Senegal, Youssou is apowerful cultural icon actively involved in social issues.”

African music icon lends his name to ruralmicro-credit initiative

Your love has simply made us speechless.Happy valentine.

“

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CORPORATE SPIRIT

New kid on the block

Paraguayan Rene Meza has spent over a decade workingin the telecom sector in Asia, Africa and Latin America. InJune 2008, he was appointed managing director of Zain

Kenya (then Celtel Kenya) a move that made him, at 32, theyoungest mobile operator MD in the history of the industry. Akeen music lover and guitarist, he graduated in marketing andbusiness 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 withchallenges. He is committed to cementing Zain’s reputationamong Kenya’s 38 million-strong population and building uponthe pioneering example set by Celtel. On taking the reins, heimmediately announced that Zain would be investing SH 25billion ($350 million) over the next two years to expand andimprove the network.

Changing from Celtel to Zain across 14 countries wasalways going to be the main event of 2008. What werethe other high points of last year?Well, personally, one of the most exciting moments waswhen I joined and became part of this team of nearly 700

passionate and highly motivated people in June. Therebranding was with no doubt a very exciting experience,becoming an established global brand across 22 countriesin the world. The introduction of our different offers wasalso very enjoyable, starting with our Kshs 3 campaign in lateMay 2008 through to our Unlimited Talk Package, UnlimitedInternet and, last but not least, the Vuka and Club 20initiatives which transformed the mobile industry and changedthe 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 Africanoperations. What ‘continental’ role do you play and whatare some of the synergies created with the rest of Zain’sAfrica operations? Having many Group personnel close by definitely is anasset, benefiting from all the synergies and know-how fromthe Group. We work closely with and in coordination withthem in many aspects of making the Kenyan operationmore efficient. Having Bashar Arafeh, the Chief OperatingOfficer of East Africa, close by certainly has its advantagesgiven his experience in many facets.

Can you give us a brief round-up of Zain Kenya’sperformance in 2008 in terms of revenues, market shareand market penetration? 2008 represented a good start to our business turnaroundand 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 ourwide and competitive network coverage. With three mobileoperators, Kenya is considered a highly competitive marketwith a very low ARPU. Nonetheless, Zain took the Kenyantelecommunications market by storm in October 2008 withthe launch of Vuka, a cross-network tariff that saw thecompany increase its market share by more than 5% in onlythree months. Furthermore, Zain enhanced its positionamong corporate and high ARPU customers by being thefirst to launch BlackBerry Bold on the market.Kenya had a total of 3.079 million customers at year-end2008, representing an increase of 46% compared to 2007,accounting for 5% of Zain’s total customer base. Revenuesreached $162.4 million in 2008, a 16% decrease on 2007.The operation’s revenues accounted for 2% of Zain’s totalconsolidated revenues. Zain Kenya had an ARPU of $6 in2008, the lowest in the Group.

Chaos by Design catches up with Rene Meza,the youthful Zain in Kenya MD

If there is one uniqueattribute or aspect thatKenya has as a country, it isits human resources. I haveworked in four differentcountries – Paraguay,Pakistan, Tanzania and nowKenya – and I have neverbefore seen the level ofcommitment, passion,ownership andentrepreneurial mindset theKenyans have

62 CHAOS APRIL 2009

We still have a long way to go and we rely on our people tobe both resilient and successful in 2009.

Your career path has taken you to South America, Asiaand Africa. What is it that you find unique thing about theKenyan telecommunications sector?Although being three different continents, they are emergingmarkets as far as the mobile industry is concerned. They arequite similar. Mobile consumers in emerging markets wantaffordable rates, wide coverage and an even wider range ofproducts and services. Kenya is relatively more developedthan most African countries; the literacy rate is highermeaning we have a more educated, aware and demandingconsumer class when it comes to products and services. Thisputs more pressure on us as service providers to constantlyimprove and develop innovative services.

How do you rate Kenya’s human resource assets ingeneral and Zain Kenya in particular?If there is one unique attribute or aspect that Kenya has as acountry, it is its human resources. I have worked in fourdifferent countries – Paraguay, Pakistan, Tanzania and nowKenya – and I have never before seen the level ofcommitment, passion, ownership and entrepreneurialmindset the Kenyans have. This is a factor that is extremelyvalued by foreign investors and it is a key pillar in anybusiness. One may have ideas, the financial muscle and theenergy 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 reversethe situation?To answer this, I need to talk about our DNA. To competein emerging markets, a brand needs to be everywhereand anywhere with quality and an extensive networkoffering affordable and competitive products and servicesthat can reach the mass market. Without thesefundamentals, a telecom operator can’t go further,especially in an emerging market. In Kenya, Zain hadmissed two of these key fundamentals: distribution andaffordable services.During the second half of the year 2008, we built thesemissing pillars by improving margins for dealers,introducing competitive commission schemes for lineactivations, focusing on regional management,introducing more affordable products and services,bringing prices down to Kshs. 8 from almost Kshs 20 inMay 2008 and launching lower scratch carddenominations. It is upon these fundamentals that we arenow building the Zain brand.We have been #2 for too long. To reverse the situation wemust continue in the same direction and, like US PresidentBarack Obama said at his inauguration ceremony, “thechallenges we face are real. They are serious and they aremany. They will not be met easily or in a short span oftime. But...they will be met.” In 2009, we will compete, notonly with telecom operators, but also with the global crisisand the Kenyan food crisis, but we will get there.

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Man on a mission: Zain in Kenya MD Rene Meza is determined to make it happen

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How prepared is Zain Kenya to ward off the competitivethreat posed by the two new market entrants?We are not worried. We still have a key competitiveadvantage, one that is also part of our DNA, our extensivecoverage. Competitors will have to extend their coverageand make their brand awareness strong enough to grow inthis market and that is not an easy task. From our side, we

won’t stop. We’ll continue creating value for our customers;we’ll continue building our brand Zain; we’ll continueintroducing competitive products and services to meet theconsumers’ needs.

How is Zain Kenya positioning itself to sustain the take-offexperienced in 2008?Zain’s positioning is very strong in the market. The “spill-over” effect from another 15 countries in Africa and our‘One Network’ make us a strong brand in Kenya and inAfrica in general. Our rates are very affordable which makesus a very visible player in the market.

How will the price wars sparked by the entry of two newplayers impact on the industry?Pricing can never be the main approach of a serviceprovider. It is the simplest thing to copy, therefore it can’tcreate a long term competitive advantage. However,reducing prices for an established mobile operator such asZain Kenya is easier because we have been in the marketlonger and therefore have already paid part of ourinvestments in infrastructure. For the new mobile players,who still need to invest heavily in the country to expandtheir coverage and build capacity, price reduction will affectthe feasibility of their business model, squeezing theirreturn on investment ratio.

During the second half of theyear 2008 we built thesemissing pillars by improvingmargins for dealers,introducing competitivecommission schemes for lineactivations, focusing onregional management andintroducing more affordableproducts and services

Brothers in arms: enjoying a joke with Zain CEO Dr Saad Al Barrak

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One Network has contributed to impressive growth incustomers and revenues. What has been the impact ofthe initiative on the lives of Zain Kenya’s customers andhow has this been reflected in the bottom line andmarket penetration? There is no doubt that One Network plays a major role inalluring customers to Zain as well as stimulating cross-border economic activity and keeping loved ones in touchthrough more affordable communications in Kenya and inall other countries where it is available. Kenya bordersSudan, Tanzania and Uganda – all Zain ‘One Network’countries, so the day to day effect and benefit for ourcustomers is enormous.

Giving back to the community is a cornerstone of Zain’sstrategy. Can you bring us up to date on Zain Kenya’s CSRprograms currently in operation and their long term goals?We have been involved in various community investmentprograms, including the funding of an autism workshop unit forautistic children in downtown Nairobi. This project is gearedtowards ensuring the children have the chance of an educationlike normal kids as well as learn life skills. Zain has constructedan ultra-modern workshop to cater for the kids, which I amproud to say is a model for the rest of Kenya. Elsewhere, ourstrategy has been focused on introducing ICT skills to middlelevel and high school students throughout Kenya. To this effect,Zain has donated over 200 computers to various secondaryschools to hone students’ ICT skills. In the near future, we planto start a pilot project where we can connect the schools to theinternet to enhance the students’ skills.Lastly, Kenya has been hard hit by a devastating droughtand the after-effects of post election violence that threatenthe livelihoods of 10 million people. Zain made donations,both in cash and in kind, to the famine relief efforts to assistthose facing starvation. We have also incorporated ourmobile commerce facility Zap to collect funds from thepublic. So far the appeal has received very positive results.

What should the telecommunications industry in general andZain Kenya in particular expect in 2009?2009 will be a very challenging year, not only for the telecomindustry but for the whole world. Access to capital to financeprojects won’t be easy to come by; consumer demand willdrop and we will be impacted by the national food crisis.Nevertheless, the telecom industry will continue developingbut with higher barriers. The introduction of the Rural AccessFund in the last Media Bill will have an impact on the mobileindustry as it increases the tax on mobile operators. It’s goingto 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 brandtouching the lives of 110 million people. We are workingtogether to be ranked in the top ten global telecomcompanies with a truly global performance and a reputationfor being among the world’s most attractive employers. We atZain Kenya will be playing our part in fulfilling that ambition.

An ambassador: with Dr. Al Barrak and the Kenyan President Mwai Kibaki

Spreading the word: taking the Zain message to the people of Kenya

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Filling the trophy cabinet

The Zain Group picked up a chestful of major awards in2008. They were a testament to the company’s robustperformance and burgeoning reputation as the

leading and most innovative telecom company in theMiddle East and Africa.

CommsMEA voted the Zain Group best overall Africa andMiddle East Mobile Operator and Zain in Bahrain the MiddleEast Operator of the Year, while 200 CEOs from Kenya, Uganda,Tanzania, Rwanda and Burundi placed Zain among the mostrespected companies in East Africa. At the inaugural AfricaComAwards, Zain scooped a brace of prizes. Meanwhile, ArabianBusiness Magazine voted Zain in Jordan the BestTelecommunications Company Award for the year 2008.

BEST OVERALL AFRICA AND MIDDLE EAST MOBILE OPERATORDubai’s Grand Hyatt Hotel was the setting, in December2008, for Zain to be awarded the prestigious ‘Best OverallOperator in Africa and Middle East’ at the annualCommsMEA Awards 2008, organized by the region’sforemost business-to-business telecoms publication andwith a judging panel comprising of international telecomprofessionals and regional industry leaders.

Launched in 2005 to recognize telecommunications leadersoperating in the Middle East and Africa, the awards seek torecognize and reward telecommunications industry

professionals and operators that have shown outstandingperformance and results in key market segments of thetelecommunications industry in the Middle East and Africa.

The citation for Zain Group winning ‘Overall Operator of theYear’ said that the award was in recognition of the companyleading the remarkable trend of mobile communications withinthe Middle East and Africa. “Zain, whether in terms of its newvibrant brand, strategy and vision, financials, products andservices, people, management, communication with and socialsupport of the communities it serves, has earned its right to beamong the top mobile operators on the globe.”

The award also recognizes Zain’s rapid transition from a singlemobile operator in Kuwait with 600,000 customers in 2002 to amajor telecom conglomerate in the Middle East and Africa,serving over 56 million customers in 22 countries.*

“This acknowledgment recognizes the dedicated efforts ofour entire 15,000-plus workforce, who have made Zain thesuccessful company it is today,” said Zain CEO Dr. Saad AlBarrak. “It is also an affirmation of the ‘3x3x3’ expansionstrategy we commenced back in 2003, aiming to be a topten global telecoms company by 2011.”

Highlighted as the Zain Group’s major achievements over thepast 12 months were the further cementing and enhancing ofthe new Zain brand across the Middle East and the

Six major awards in one year is a testamentto the power of the brand

Zain is awarded CommsMEA Best Overall Operator of the Year and... Best Middle East Operator (Bahrain)

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rebranding of 14 operations in Africa from Celtel to Zain inAugust 2008; the successful acquisition of Iraqna in Iraq withover 3 million customers for $1.2 billion and the acquisition ofWestel in Ghana for $120 million; the commencement inAugust 2008 of operations in the Kingdom of Saudi Arabia,where, within three months, the brand had attained over onemillion customers; the raising of $4.5 billion from a capitalincrease despite the global economic turmoil and theintroduction of the ‘One Network’ to the Middle East in April2008, thereby connecting 16 countries and 50 millioncustomers - not to mention the 500 million people that at thetime made up the Zain network.

BAHRAIN NAMED BEST IN MIDDLE EASTZain in Bahrain’s hard work in 2008 alsopaid off. The company’s manyachievements, exceptional communitysupport and technological services wonit Middle East Operator of the Year atthe CommsMEA Awards.

The judges chose Zain Bahrain becauseit “put the Kingdom of Bahrain on theglobal telecoms map by racking upseveral technological ‘world firsts’ for itscustomers. It was selected for itsconsistent innovation and capacity toharness cutting-edgetelecommunications technology in waysthat are unique, customer-friendly andwhich make a significant difference to

customer lifestyle for the better...In a short period of 5years, Zain Bahrain has demonstrated its ability to fulfil itsrole as a community partner, benefactor and, above all, astake-holder in Bahrain’s future prosperity.”

Indeed, Zain Bahrain has enjoyed many firsts. It launched thefirst 3G network in the Middle East in December 2003 and thefirst nationwide WiMAX network in September 2007. InDecember 2004, it was the first to bring mobile entertainmentservices, the “World of WoW,” to the Kingdom.

Zain Bahrain also introduced innovative services to makecustomers’ lives easier. In February 2006, the companylaunched traffic information services via mobile phone, thefirst time such a service was available in the Kingdom. ZainBahrain also made going to university easier by allowingstudents to register for classes with their mobile phonethrough the “My University” service.

But Zain Bahrain focuses on more than its customers. Thecompany, since entering the market in 2003, has made everyeffort to serve the community and improve the lives ofeveryone in the Kingdom of Bahrain. Zain Bahrain helpedbuild the Zain e-learning center with the University ofBahrain by donating BD 310,000 ($900,000).

Zain Bahrain also donated over BD 200,000 ($600,000) to day-care centers throughout the country that support children withspecial needs. As education is a prime driver of a country’seconomic success, Zain Bahrain wanted to contribute tostudents’ lives at the beginning of each school year. So for thepast four years, Zain Bahrain has sponsored the ‘Back toSchool Festival,’ where it has distributed over 50,000 schoolbags to students across the Kingdom.

“This award is especially significant as it comes to us on ourfifth anniversary of operating in Bahrain,” said Zain BahrainGeneral Manager Mohammed Zainalabedin. “Since its

“Zain, whether in terms of itsnew vibrant brand, strategyand vision, financials,products and services,people, management,communication with andsocial support of thecommunities it serves, hasearned its right to be amongthe top mobile operators onthe globe.”The citation for Zain Group winning“Overall Operator of the Year”

Zain was also voted among the most respected companies in East Africa

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inception, Zain Bahrain has focused on bringing the besttelecoms technology and service to our customers. Ourcontinued growth and string of global firsts ranging fromnationwide WiMAX to One Network borderless ‘regional’service have enriched lives in Bahrain and beyond.”

He added, “By far our greatest success story has been ourability to tap into the potential of Bahrainis to manage ourgrowth and technological success. Zain Bahrain is proud ofits international team which brings the best of the industryto Bahrain and which is anchored in the talent of Bahrainisto take the company to great heights. I therefore accept thisaward in the name of all the Zain Bahrain team.”

AMONG THE MOST RESPECTEDJust three months after the Zain brand was launched inAfrica, it was recognized among the most respectedtelecommunications companies in East Africa. The 9thannual survey conducted by PricewaterhouseCoopers, inwhich 200 CEOs from Kenya, Uganda, Tanzania, Rwandaand Burundi were polled, found Zain to be the third mostrespected company in the region, despite the fact that thebrand is present in only three of the five countries.

“The key drivers for respect in this year’s survey were strongbrand and market presence, product innovation andexpansion into new markets,” PricewaterhouseCoopers saidin a statement.

Zain certainly fits that bill. Not only was it recognized asthe third-most respected company in all of East Africa,Zain Uganda was also recognized as the third-mostrespected company in the Ugandan market.

Zain wins two prizes - Best Pan-African Initiative and Best Marketing Campaign - at the inaugural AfricaCom awards

“This acknowledgmentrewards and recognizes thededicated efforts of our entire15,000-plus workforce whohave made Zain the successfulcompany it is today. It is alsoan affirmation of the ‘3x3x3’expansion strategy wecommenced back in 2003aiming to be a top ten globaltelecoms company by 2011.”Dr Saad Al Barrak, CEO, Zain Group

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Representatives from Zain’s operations in Uganda, Tanzaniaand Kenya gathered on November 28, 2008 for a receptionhosted by PricewaterhouseCoopers at the KampalaSheraton Hotel in Uganda with representatives from 105other companies in the region to hear the survey’s results.

“This comes only three months after our rebranding fromCeltel to Zain, and we are glad that CEOs and our peersacross East Africa have given our business and brand thisrecognition as we continue to evolve in the competitivebusiness environment in which we operate,” said BasharArafeh, chief operating officer for Zain East Africa.

In line with the survey’s theme for 2008, ‘Growth in aChanging Market,’ some of the questions asked how CEOswere dealing with risk and opportunities in the current periodof global economic uncertainty while still improving theircompanies so they endure and succeed in the longer term.

Survey respondents measured a company’s performancebased on competitiveness, leadership, expansion strategiesfor products and services, financial performance, quality ofproducts and services, quality of customerservice, corporate social responsibility activitiesand the strength of their brands.

“This award is an independent acknowledgementfrom our East African peers of the hard work andteam effort that we displayed throughout 2008 andour internal commitment to achieving marketleadership under the Zain brand,” said Arafeh. “Itis therefore an honor that Zain, which is a newbrand in East Africa, has gained massive respectamong CEOs in the region.”

Indeed, the significance of this recognition lies infact that it was a peer review. Zain has obviouslyimpressed CEOs in the region with its dedicationto offering its customers the best possible service.This survey suggests that Zain’s strategy ofconstantly improving and introducing new andinnovative products and services is paying off. Zainis proud to be present in East Africa and would liketo thank its peers in the region for recognizing thebenefits of living in ‘A wonderful world’.

SCOOPING A BRACE OF PRIZES AT THEINAUGURAL AFRICACOM AWARDSThe inaugural AfricaCom Awards held in CapeTown, South Africa, in late 2008 saw the ZainGroup rewarded for its excellence oftelecommunication initiatives across the Africancontinent by scooping the two most prestigiousawards of the night: the Best Pan-African InitiativeCampaign of the Year Award for ‘One Network,’the world’s first borderless mobile network, and theBest Marketing Campaign of the Year for the

seamless launch of the Zain brand across 14 operations in oneday, simultaneously linking all locations via satellite link - a firston the continent.

Present were business leaders from all major telecomoperations in Africa and the host for the evening formerinternational rugby player François Pienaar, whocaptained the South African Springboks team to WorldCup glory in 1995.

The inaugural AfricaCom Awards were the highlight ofInforma Telecoms & Media convention held in Cape Town,South Africa, at the Cape Town International ConventionCenter. The event brought together a total of 3,500attendees from 72 countries, witha record 221 operatorcompanies attending the convention organized by InformaTelecoms & Media, a leading provider of businessintelligence and strategic marketing solutions to the globaltelecoms and media markets.

“The renewed vigor and refreshed brand from Celtel toZain had been affirmed by our existing and many new

Cross border vision: An ad for Zain’s award-winning ‘One Network’

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customers across the countries after the rebrand,” saidChris Gabriel, CEO of Zain Africa, who was at the event toreceive the awards. “The One Network service is drivingmany customers to Zain, given the many benefits it offers,and this service is stimulating economic activity acrossmany borders and allowing loved ones to stay in touch ataffordable prices.”

In their citation, the judges commended Zain’s prowess inunderstanding the African landscape when it comes toconsumers telecommunication: “Zain has demonstratedtangible benefits that are specific to Africa as a market…Zain has got organizations and consumers involved in cross-country partnerships, sharing best practices and skillsamong its own management.”

ZAIN IN JORDAN WINS BEST TELECOM COMPANY AWARD At the Arabian Business Awards, Zain in Jordan won BestTelecommunications Company Award for the year 2008. Theaward was handed to Zain in Jordan’s General Manager Dr.Ahmad Al Shatti by Jordan’s Prime Minister Nader Dahabi inearly November, 2008 during the annual event, held for thefirst time in Jordan, and organized by Arabian BusinessMagazine, part of the ITP Group. Also present at the eventwere key members of the Jordanian private sector, many ofwhom received awards in different categories.

ITP CEO Walid Akkawi said that the award was inrecognition of Zain’s outstanding performance, technicalexcellence and quality of services. The decision was alsobased on the level of social engagement and local

community support given by the company, through itscomprehensive Corporate Social Responsibility (CSR) policyand various Kingdom-wide initiatives in education andtraining, all of which have touched the lives of manyJordanians. According to market surveys, these initiativeshave contributed to greater brand loyalty compared toother local telecommunications brands.

Zain General Manager Dr. Ahmed Al Shatti expressedgratitude for receiving the prestigious award, noting thatthis achievement would not have been possible withoutthe continuous commitment and dedicated efforts of the Zain Jordan family, who are committed to maintainingZain’s leading position within the Jordaniantelecommunications market.

Al Shatti also commended ITP’s choice to hold the awardceremony in the Hashemite Kingdom of Jordan. Thepublishing company had previously held its ceremonies invarious countries in the region, including the United ArabEmirates, Kuwait, and the Kingdom of Saudi Arabia.

Finally, Zain, as part of its CSR efforts, has launched anumber of initiatives that aim to encourage and supportlocal development, covering various sectors includingeducation, health, training and sports. It has also been arole model for other companies in terms of its successfulCSR strategy as well as being a market leader in the way ithas introduced the latest technologies into the country.

* As of September, 2008

Zain in Jordan is voted Best Operator of the Year by Arabian Business Magazine

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On February 10, 2009 at London’s Palace ofWestminster, the AMAR International CharitableFoundation’s inaugural awards ceremony honored

Zain for its outstandingly generous support of AMAR’s publichealth and education program in Iraq.

The awards were presented by the Rt. Hon. Jack Straw MP,Lord Chancellor and Secretary of State for Justice andBaroness Nicholson of Winterbourne MEP, Executive Chairmanof AMAR, to Mohammed Charchafchi, Chairman of Zain in Iraqand 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 andeducation to more than 500,000 people across Iraq throughhealth care delivery at Primary Health Care Centers, healtheducation in schools and the community, professional training,and monthly visits to over 350,000 people at home carried outby a network of more than 1,500 Women Health Volunteers.

Speaking at the event, Baroness Nicholson said: “I applaudZain for their magnificent support for the AMARInternational Charitable Foundation and for their full-hearted commitment to corporate social responsibility.

“Their consistent generosity has made a tremendous differenceto vulnerable communities in Iraq, enabling over half a millionpeople to receive vital health care and education and savingmany lives. I hope their wonderful support is an inspiration toother businesses in Iraq and worldwide.”

“It is a pleasure to support AMAR’s essential work in Iraq,” saidCharchafchi, receiving the award. “We firmly believe thatbusinesses should focus as much on social responsibility as onpure business performance.”

Ali, added: “We are delighted to help AMAR to strengthencommunities and provide fundamental health andeducation services to people in greatest need in Iraq. I amhonored to receive this award on behalf of Zain Iraq.”

Rt Hon Jack Straw MP said: “The work of organizationssuch as AMAR demonstrates the importance of buildingcivil society, and of helping a new democratic Iraq takecontrol of its future by developing skills and publicinstitutions.

“AMAR concentrates on public health and education –absolutely fundamental to the well-being of families andcommunities and I congratulate AMAR for their work and close partnership with the government and people of Iraq.”

“We firmly believe thatbusinesses should focus asmuch on social responsibilityas on businessperformance.”Mohammed Charchafchi,Chairman, Zain in Iraq

Jack Straw with Zain in Iraq Commercial Director Mariam Ali

Supporting Iraqi charityZain honored for backing AMAR program

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Zain Create: ‘A wonderfulworld’ of digital entertainment

On March 20th 2009, Zain, in partnership with Rotana,launched ‘Zain Create,’ a service that will deliverdigital entertainment to Zain customers in Kuwait

and later Zain’s other Middle East operations.

Zain Create allows Zain’s customers to convenientlydownload entertainment from Rotana Media Group,providing Zain customers with a gateway to a vast world ofinnovative artistic works.

Commenting on the launch of Zain Create, Zain in KuwaitCEO Khaled Al Hajeri said: “This exclusive agreementcomes in line with Zain’s ceaseless efforts to offer the bestand the latest there is to its customers. Not only will thisagreement offer quality service, but also will provide our

customers with a wide online window through which theycan enjoy the latest artistic works of all famous Arab singersand musicians.”

Highlighting how the region’s telecommunications sectorhas witnessed many developments over the last few years,Al Hajeri said “that fast-paced developments in the ITindustry have made digital entertainment consideredessential by mobile phone users.”

He added, "Mobile phones are no longer devices formerely making and receiving calls, they are increasinglybecoming a platform for expressing an entire modernlifestyle, be it for business or pleasure. With ‘Zain Create,’this bilateral partnership with Rotana will cater to the

Zain and Rotana launch revolutionaryentertainment package in Kuwait with otherMiddle East operations to follow soon

Delivering an entertainment package: the Zain Create team

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entertainment needs of a wide spectrum of our customersin Kuwait, creating ‘A wonderful world’.”

Customers in Kuwait will be able to download music asfull tracks – via their mobile phones or their personalcomputers – either by using the Zain Create website(http://create.zain.com) or directly through the ZainCreate Mobile application on handsets. Customers canalso watch Rotana TV channels live on their mobilephones and laptops.

As an introductory offer, any Zain Kuwait customer whoregistered for ‘Zain Create’ before April 1, 2009 will receivea 5 KWD ($17) credit that can be used to download 16audio song files anytime. The price of downloading anaudio song file in Kuwait is 300 fils ($1).

The exclusive partnership agreement between Zain andRotana will soon be extended to include all other Zain

operations in the Middle East as a second phase. Theservice currently offers only audio songs files; however, it willbe extended to include video clip downloads and othermobile content in the future.

Customers in Kuwait willbe able to download musicas full tracks - via theirmobile phones or theirpersonal computers -either by using the ZainCreate website or mobileapplications on handsets

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Rocking into Ghana

On December 15th, 2008, Zain began commercialservices in Ghana with the launch of the first 3.5Gnetwork in West Africa. The Zain in Ghana

network will offer its customers ultra high-speed internetaccess and, for the first time in Ghana, the ability to makevideo-calls and use rich multimedia content, includingsending video clips, music and pictures at the touch of abutton. Zain’s 3.5G network will give Ghanaians a newlifestyle option. December marked the launch in Accra,the country’s capital city, with over $420 million invested innetwork infrastructure Zain will be rolling out the networkacross the country.

With the launch, Ghana brings the number of countries inwhich ‘One Network’ operates to 17. ‘One Network,’ Zain’sborderless mobile service, is available to over 500 millionpeople across the Middle East and Africa, an area greaterthan the United States of America.

“We welcome Ghana to the Zain family,” said Zain GroupCEO Dr. Saad Al Barrak, announcing the launch. “Ghana isimportant to Zain and we have invested heavily in bringingthe latest technology to create the best network in WestAfrica. Through our pan-African presence and synergies inhuman resources, technologies, marketing and bestbusiness practices, we assure the people of Ghana they willreceive world-class telecommunication services.”

With Ghana joining the ‘One Network,’ Chris Gabriel, CEOof Zain Africa (opposite, top left), added, “With thousandsof people crossing Ghana borders daily from Burkina Fasoand other Zain ‘One Network’ countries such as Nigeria andNiger, ‘One Network’ will have a positive socio-economicimpact on many, as affordable cross-border communicationsoffer the opportunity for loved ones to stay in touch, as wellbeing an impetus in stimulating economic activity,improving the livelihoods of many communities.”

With a $420 million investment, Zain introducesone more African opco and the first 3.5Gnetwork on the continent outside South Africa.Meanwhile, ‘One Network’ reaches 17 countries

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The launch was attended by Mary Chinery-Hesse, specialadvisor to former Ghanaian President John Kufuor, underwhose patronage it was held. Earlier, Zain had taken a pre-registration campaign for customers to be the firstrecipients of a Zain number. The operation has numerouscustomer contact points including walk-in centers open until8pm and call centers open 24/7. The state-of-the-art callcenter offers services in English and two of the most widelyspoken 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 countrymanager. “Our goal is to focus on offering appealingproducts, with a level of service that is second to none. Zainpersonnel have undergone extensive training in many areasand we are all looking forward to the challenges ahead.”

Zain celebrates its global presence and our vast customerbase with social responsibility as a core focus. “In Ghana,we are dedicated to partnering with the communities inwhich we operate to develop them,” said Gabriel. “We willbe working towards improving education through our BuildOur Nation program, which we run in all the other Africancountries in which we operate. Under this, we donate booksand educational supplies to government-owned schools.We will also be investing in sponsoring Ghana’s passion ofmusic and culture.”

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MEDIA RELATIONS AREESSENTIAL IN THEMODERN BUSINESSWORLD

The speed at which newsis released gets faster bythe day. Goodcommunication andtransparent dealings withthe local, regional andinternational press and TV,is essential in sendingZain’s corporate messageof being a caringcompany and seeking lifein ‘A wonderful world’.The Accra event was asuccess in that respect

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A GATHERING OFGHANAIAN SOCIETY ANDITS BUSINESS COMMUNITY

The mobile phone is part ofour lives like never before.Being a network providermust therefore be seen asmore than just offering aservice. Zain is proud to helppeople facilitate their privateand business lives. The launchbuilt on good relations withour customers, an essentialaspect of Zain’s overallbusiness model

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A PARTY WHERE THEBEST OF BOTHMUSICAL WORLDSWERE ON SHOW

Zain has made acommitment to promotingmusic and culture at everyopportunity. The launch ofZain’s operations in Ghanawas no exception, withsome of the finest talentfrom European and theAfrican continents on showto herald a new dawn inthe history of Ghana’stelecommunicationindustry. The performerswere a testament to Zain’sproud tradition of takingmusic wherever it goes

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AN EVENING WHEN ZAIN’S COREVALUES SHONE THROUGH

Not only was it an evening for celebratingcommercial success, it was also a time toshow off the values that have taken Zain towhere it is today. Across Africa and theMiddle East, lives have been touched andchanged by the commitment Zain has madeto making a difference in those countries inwhich it operates. That night in Accra allowedZain’s ethos of Radiance, Heart and Belongingreach all those who were present

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.

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A home from home

Zain followed up on it’s successful appearance at lastyear’s Mobile World Congress in Barcelona, Spainwith an even more ambitious, sophisticated and

successful showing at the same event between February16th – 19th 2009.

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 Logisticsdepartment and his team of Ruquesh Sharda, Swarna Shettyand Hakkam Norreidin. The Zain House was designed toreinforce the brand’s presence in Barcelona, as well asreaffirm the company’s status as a dynamic telecom player,one deserving of a place on the world telecom stage.

High on a hill overlooking the city, the Zain team created abeautiful branded hospitality and meeting facility – a Zainhome-away-from-home – just a few minutes, but a worldaway, from the hustle and bustle of the sprawling FIRAexhibition site below.

The location of Zain House was the beautiful and historicvillage of Poble Espanyol. By the time it was finished, theZain House was able to play host to both Zainers and VIPvisitors alike, providing them with everything they couldwish for during the course of a working day. As well asredecorating and branding an existing restaurant, the Zainteam tastefully themed and branded an exterior courtyardarea, built a 150 square-meter temporary structure to serve

The Zain house was once again open forbusiness at the Mobile World Congress inBarcelona in February 2009

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as a lounge, as well as a terrace, meetings rooms, a prayerroom and business centre. Guests could join colleagues forbreakfast, lunch or dinner, explore hands-on interactivetechnical demonstrations, make use of the business centre,and discuss business and network. There was even theadded bonus of a Formula 1 racing car, dressed in Zaincolors.

“We knew that it was going to be difficult to exceed what weachieved with Zain House last year, but all the feedback we havereceived to date suggests that we did just that,” said Al Ameer.“The evolution of the Zain House experience mirrored that of ourbrand; it was even bolder, more sophisticated, more dynamicand more confident than last year and I know all the Zainers wereproud to share the Zain experience with their guests.”

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One of the highlights of the week was a dinner and partyhosted by Zain and attended by over 300 VIP guests fromthe industry and local society. After gathering for aninformal reception in the Zain House courtyard, guests wereled by African drummers in a torch-lit procession for a fewhundred meters through the Poble to a secret venue thatwas to play host to the evening’s festivities. On arrival,guests enjoyed a memorable evening of food andentertainment around the Rhythm of Africa theme.

Of course, creating a contemporary, engaging andhospitable environment was only part of the mission.

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The Zain House was also a focal point for a lot of seriousbusiness activity. Meetings were held, strategies werediscussed, deals were struck and Zain effectively deliveredits proposition to media and peers alike.

“Our goal was to showcase Zain and reaffirm its mission to theextended mobile telecoms community” explained Zain CEO,Dr Saad Al Barrak. “There’s no doubt that, before the week inBarcelona had concluded, everyone knew exactly who we were,what we stand for and where we are heading.”

MOBILE LIFE

We have all seen it: the well-practiced routine of someoneholding up their phone to

capture an instant at the touch of athumb. Mobile phone cameras can befound recording the dizzying momentsof rock concerts in stadia from NewYork to Melbourne, immortalizing late-night festivities in restaurants and clubsor taking portraits at sunset along acity’s seafront.

These images make up the stockphotos on popular or social

networking sites, such as Facebookand Myspace. Electronic photo albumsor Phone Photos are uploaded dailyonto individual profiles as youngerpeople in particular, make the most ofthe convenience that mobile digitaltechnology provides.

The rise of the cellphone camerashould come as no surprise. Today,most photos are stored and displayedelectronically, whether uploaded ontoshared networking sites or showcasedas a screen saver on personal

computers. The age of cumbersomephoto albums collecting dust onbookshelves might be on the wane –for better or worse, depending onyour computer literacy.

This has led to a situation where thequality of a photograph’s resolution has,to an extent, become less importantthan the speed and convenience withwhich it can be up - or down - loaded.Developments in mobile phone cameratechnology have also reached a stagewhere practicality may well outweigh the

Mobile camera phones are now meeting theneeds of amateur photographers. Will theyspell the demise of the digital instamatic?

Embracing the future

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benefits of slightly more specialized‘point-and-shoot’ cameras. After all,there is nothing more frustrating thanseeing the ‘perfect’ photo when thecamera has been left at home,whereas our collective reliance on ourmobiles means that they are rarely farfrom our sides.

Cutting down on the number of digitaldevices we own and carry also hasconsiderable financial and practicaladvantages. Mobile phones, cameras,ipods, laptops and PDAs clutterhandbags and valuable deskspace, butit is the length of their collective cordsthat has given us enough rope to hangour digital selves. Power chargers andthe USB cables, the very things thatfacilitate our dependence upon thesedevices, are a traveler’s nightmare, astheir unruly lengths are both easilyforgotten and impossible to contain inan orderly fashion.

For this reason, if nothing else, when itcomes to portable, yet necessary,devices, less is certainly more. Theprinciple raison d’etre of this growingphenomenon, however, comes down tobasic accounting, with camera phonesoffering a lot more bang for the buck.

Higher-end mobile phones inparticular have become all-inclusivedevices that allow access to theinternet and music, as well as voiceand text communication. In contrast,for all their many features, basicpersonal cameras take photos and donothing more.

Given the importance placed oncapturing high quality pictures offriends and family holidays, however,there has remained a naturalreservation about becoming fullydependent on our mobiles for the taskof immortalizing our magic moments.

Much of this hesitation comes down toconcerns about the quality of mobilephone images. With even the cheapestpoint-and-shoot cameras today fitted

Mobile phones,cameras, iPods,laptops and PDAsclutter handbagsand valuabledeskspace, but itis the length oftheir collectivecords that hasgiven us enoughrope to hang ourdigital selves

with 5-megapixel sensors, it is easy tolook down on the lowly camera phone.But, this is all a matter of perception.Lower-end camera phones are todaymostly equipped with at least 2 - 3.2-megapixel sensors, while those preparedto spend a little more can purchaseanything up to 5 megapixel quality with a4 x digital zoom.

Compared with regular point-and-shoot cameras boasting much higherresolution capacities, it is easy tooverlook the fact that highernumbers, in this instance, do notnecessarily lead to better pictures.Conventional wisdom within thephotography blogosphere states thatonly 1 - 2-megapixel resolutions areneeded to create pictures suitable foruploading on the internet, emailingor sending via MMS, shorthand forMultimedia Messenging Service ortext messages that includemultimedia objects. In an age in

which most photos are displayed onscreen savers or online photo-sharing websites, like Facebook orMySpace, the resolution quality ofthese cameras is more thansufficient.

In addition, 3-megapixelphotographs can easily be printed asregular 4x6 inch pictures – the samesize as the photos that were routinely

printed back in the days whenwe would hand over rollsof film to a camera storefor developing. Moresensitive sensortechnology opens thedoor to high qualityprinted enlargements.With all mobilephones increasinglyfitted with thesensors needed toproduce goodquality amateurphotos, there is noreason whymobile phonescannot be usedinstead of point-and-shootalternatives.And again, wehave theadded bonusof onlycarrying oneelectronicdevice.

Thehumblemobilephone

camera has also been appropriated asan artistic tool by professionalphotographers in recent years,demonstrating perhaps that itdeserves our respect. It was the hazyquality of early mobile phone picturesthat attracted the attention of London-based photographer Henry Reichhold,who has since had mobile phonephotography exhibitions shown in thecity’s Royal Albert Hall and will befeatured in an exhibit at Heathrowairport in early 2009.

“Low resolution images, particularly inthe early mobile phones, had a uniquedreamlike quality, and as technicalperfection was unobtainable socontent became much moreimportant,” Reichhold says of his earlyuse of mobile phone photographs.

Reichhold has since embarked on,literally, much larger projects usingmobile phone camera images. His“Connected Worlds” project involvedtaking hundreds of hand-held mobilephone pictures of famous internationalsites, such as the Louvre in Paris, NewYork’s Statue of Liberty and theoutskirts of Hong Kong.

The small images were then“stitched” together, with a one-thirdoverlap between each photo, to formfive meter long high resolutionimages, in a process that Reichholddescribed as similar to puttingtogether “a large jigsaw puzzle,whose pictures didn’t quite fit.”

Given the misconceptions aboutmobile phone images, he said that thereaction of the audience at his

One to two megapixel resolutions cancreate pictures suitable for uploadingon the internet, emailing or sending viaMMS, shorthand for MultimediaMessenging Services or text messagesthat include multimedia objects

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While mobiles will never replace thecamera of choice for professionalphotographers, the Single Lense Reflex(SLR), Reichhold stresses that they canbe useful in conjunction withcapabilities such as geo-tagging andthey play a pivotal role in creating andinstantly publishing web-based content.Patrick Pound, a Sydney-based artistwho also uses mobile phone cameras inhis work, was initially drawn to thembecause of the particular “look” of theimages taken on a black and whitesetting on his old mobile.

Pound used his mobile to take images ofphotos in newspapers and indoormodels, in an attempt to reinterpret his“vision of the world delivered to thedoor.” The related exhibition, entitledSoft – A Real Model World” was featuredin Sydney’s Grantpirrie gallery in 2008.

“I liked the way I could make thosedegenerate black and white imagesfeel like the soft focus Pictorialistworks of the early 19th century,” hesaid, something he believed theaudience found to be “seductive in amelancholy sort of way.”

exhibitions was positive; however, theyhad shown “disbelief that the hugefive meter long images were createdwith a mobile phone.”

Pound acknowledged that the mobilephone format did not allow for largerscale prints, as would normally benecessary for a professionalphotographer. He added, however, “Idon't find that a problem - photographydoesn't always have to aspire to thescale of painting! I find the miniatureenticing too.”

Technological developments, aspreviously mentioned, have ensuredhowever that mobile phonephotographs no longer need to beartistic in order to be of value.

We have come a long way from the firstUS-produced digital camera, made in1991, which came complete with its owninternal hard drive, and there is noreason not to take advantage of theflexibility and convenience thistechnology now affords. With cameraphones increasingly meeting the needsof amateur photographers - and thenumber of cords we own in desperateneed of downsizing – the point-and-shoot may soon become obsolete.

Just don’t lose your mobile phone.

“Low resolutionimages,particularly in theearly mobilephones, had aunique dreamlikequality, and astechnicalperfection wasunobtainable socontent becamemuch moreimportant”

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MOBILE LIFE

Whereas we once looked tothe mobile as an accessorythat trumpeted our success,today, it’s about what it cando for us

Functionsfor life

“Who would you like tohave a one-to-onewith?” an iconic British

mobile phone advert from the 1990sused to ask. Mobile phones were seenand sold primarily as a way of speakingto another person, a jazzier, moreconvenient update of the clunkyreceiver in the household hallway.Now, however, advances in technologyand changes in the way wecommunicate with each other havefundamentally altered our concept ofwhat the mobile phone is for. It is, formany younger consumers, apersonalized portal into the cybercommunity, less about a one-to-onethan a one-to-five million. And it is notjust words that are exchanged butpictures, music and videos.

As with all revolutions, however, theaverage person is still some waybehind the vanguard. James, a 29-year-old civil servant in London, gazesbemusedly at the colorful square iconson the touch-screen of his iPhone. “Ibought it because I’m highlysusceptible to advertising, andbecause everyone at work was baitingme about my old phone, which wasrubbish,” he confesses. “Then I

realized I didn’t use 90% of itsfunctions. Except when I’m lost, I douse the map function quite a bit.”

According to David Murphy, the editorof Mobile Marketing Magazine, manyself-confessed Luddites like James areparticipating in the revolution withoutrealizing it. “You hear people say, ‘oh Idon’t use my phone for web browsing, Ijust use it for phone calls and texting,’but then it turns out that they do use itfor things like getting football scores.”People over the age of 25 actually

constitute 70% of the consumers ofadvanced mobile applications.

Younger users have a broaderconception of what their mobile phone isfor. Sally, a 23-year-old London-basedactress, is typical of the tech-savvy,networked generation, who grew up withmore sophisticated mobile technologyand expect more than just phone calls

Are we becominga society of“cyborgs,” unableto functionwithout beingconnected tovirtual networksvia mobiletechnology?

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Mobile phones aimed at women should“forget pink and sparkly” and concentrateinstead on providing technology which iscollaborative and personalized, both“female” traits, apparently

and texting from their device. “I don’thave an iPod or a digital camera,” sheexplains, “so I would expect any mobile Ihad to do all that, at least.”

The growth potential of the mobilephone market now lies not simply inproviding phones with an ever moredazzling array of functions, but inconnecting these functions to online

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networks. Already, 33% of 18-24-year oldAmericans use their mobile phones topost photos on websites. In April lastyear, Nokia, the world’s largest mobilephone company, negotiated anagreement with Flickr, one of the world’slargest photo-sharing websites, tointegrate their systems.

Unsurprisingly, the biggest trend inmobile media is linked to the biggest

trend in online media: social networking– a phenomenon that has exploded overthe last few years. Both socialnetworking sites and mobile phoneservice providers quickly realized thescale of demand for social networkingactivity, and the fact that mobile phonesoffered people the opportunity to belinked to the network at all times: whywait until you’re in front of a PC to see ifa Facebook friend request has beenconfirmed? In April last year, the onlinesocial networking site MySpace signedup with Cingular, the US’s largest mobilephone service provider, offering usersthe opportunity to receive texts notifyingthem of activity on their MySpace pages.The mobile phone company ‘3’ has justlaunched a phone that provides an iconlinking directly to Facebook, without theneed to launch a browser function.According to the UK-based serviceprovider Orange, a total of 640,000 of itsUK customers used their mobile toaccess social networking sites in 2008.

Trends such as these have promptedsci-fi imaginings of the future. WilliamMitchell, a media professor at MIT,

argues in a recently published bookthat we are becoming a society of“cyborgs,” unable to function withoutbeing connected to virtual networksvia mobile technology. Some of themore innovative mobile socialnetworking schemes, such as Aka-Akiin Berlin, would seem to confirm histheory. Aka-Aki is a mobile-only socialnetwork: members upload theirprofiles, and then are alerted by a‘ping’ on their mobile when anotherAka-aki member is in the vicinity,whose profile they can then read.Members thus have the option ofknowing someone’s job, favorite bandand inner friendship circle beforestriking up a conversation with them –a boon on the dating circuit.

Schemes such as Aka-Aki have yet toreally take off in large numbers, howeverevidence suggests that most peopleprefer to use mobile phones to accessestablished, online social networkingsites. In fact, one of the main obstaclesto consumer uptake of higher-endmobile phone applications is that thereare too many, rather than too few

It is, for manyyoungerconsumers, apersonalizedportal into thecyber community,less about a one-to-one than a one-to-five million

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options. “It needs to be de-teched,”says David Murphy. “People find it off-putting and confusing.”

Different ways of managing andpresenting the information andservices on a phone’s operating systemare, according to industry analysts,

to market research commissioned byNokia in 2007, for example, mobilephones aimed at women should“forget pink and sparkly” andconcentrate instead on providingtechnology which is collaborative andpersonalized, both “female” traits,apparently (this is known in theindustry as ‘G-tech’ – girl technology).

This kind of customization is, accordingto David Murphy, the second majortrend after social networking in mobilephone development. Today it seemsthe mobile phone is not so much abridge (to use a pre-Web 2.0communications analogy) as a boat, inwhich the individual negotiates the seaof information and networks accordingto the cut of their sails. As Sally, theactress, puts it: “I’d be lost without myphone. It’s like an extension ofmyself.”

becoming an increasingly importantfactor in people’s purchasingdecisions. Whereas before someonemight look for a handset thatexpressed their personality - sleek,quirky, decorative - increasingly, theyare looking for operating systems thatare tailored to their needs. According

Younger users have a broaderconception of what their mobile phoneis for. The tech-savvy, networkedgeneration grew up with moresophisticated mobile technology andexpects more than just phone calls andtexting from their device

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MOBILE LIFE

From a single note to virtually anythirty second snippet audible tothe human ear, ringtones have, in

little more than a decade, changed theway the world sounds - and the waywe hear the world. They have alsochanged the way we project andpresent ourselves, allowing anyonewith a mobile phone – i.e. everyone –to sonically express themselves.

Like t-shirts or bumper stickers, ownersof ringtones project themselves.

Moreover, with the increasingly powerof smart phones, users can project notjust their sense of self to the world buttheir sense of friendship and family, byassigning a separate ring for eachcontact stored on the phone. The 21stcentury has seen ringtones grow fromstripped-down single note melodiespre-installed on some mobile phonesinto a multi-billion-dollar industry thatcovers all music (and extends wellbeyond, to just about any form ofnoise) and has spawned a new

generation of artists and composerswho work exclusively in the mediumand owe their success entirely to it.

The rise of ringtones has coincidedwith the decline of CD sales, and forseveral years, ringtones seemed the onlysilver lining in the internet-decimatedprospects of the music business.However, even as ringtones haveexploded into a medium thatencompasses virtually all that you canhear, and, as with the specialized high

The new millennium has seen mobile phoneringtones explode into a multibillion-dollarindustry, changing phenomenon

The tone of the times

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frequency tones audible only toteenagers that were briefly popular afew years ago, some you probably can’t,there is increasing evidence thatringtones are not the elixir the recordingindustry had once imagined. Indeed,after years of exponential growth,ringtone sales have, in the last two yearsbegun to dip. While the top 100ringtones sold in 2008 accounted for43.8 million purchases, this representeda 33% decline from the year before,according to Nielsen SoundScan’s year-end report. In 2007, three songs soldmore than two million ringtones; thisyear there was only one. The reason forthe decline is that the business modelthat the music industry had pinned itshopes on was a rip-off of sufficientbrazenness that it was only a matter oftime before consumers - and technology- caught up. Moreover, while ringtonesales are slowing, the popularity ofringtones does not seem to be.

The pervasiveness of ringtonesobscures just how recent atransformation in the globalsoundscape they are, while thatrecentness means their history - howthe simplest of sounds, the ring of abell, advanced in ten years to sonicallyconquer the world and encompasseverything from Beethoven to the barkof a dog. Like so much in the world ofmobile telephony, it’s a story thatbegins largely in the EU’s mostsparsely- populated country, theNordic telecommunications behemoththat is Finland.

Or, depending on how you measure it,turn-of-the-century Spain. It was therethat Francisco Tarrega, the 19th-century

Spanish composer considered by manyto be the father of modern classicalguitar, wrote his masterpiece Grand Vals.Today, the composition, or rather atruncated 13-note snippet of it, probablyconstitutes the most widely-heard pieceof music in the world. The reason is that90 years after it was written, in 1993,Nokia, already a pioneer in the nascentmobile phone industry, launched a newseries of phones which came with 27pre-installed ringtones. At the time,mobile phone ringtone weremonophonic, meaning they couldn’tplay harmonies, but only simplemelodies, one note at a time. A Nokiaexecutive had the idea that one of theringtones should be branded by thecompany and made into a kind ofaudible logo. His suggestion wasFrancisco Tarrega‘s Grand Vals.

Playing the Grand Vals in a crowdedroom creates an odd effect. The slowand deliberate classical strummingprogresses unnoticed until 14 bars in -at which point half the people in theroom instinctively reach for theirpockets, so ingrained are its 13 notesin our brains. That familiarity is aproduct of the success of the Nokia2100 series, which came with theringtone, named and trademarked the

Nokia Tune, preinstalled - and went onto sell some 20 million units. In thatembryonic era, when the phone wasfirst released, only the two Finnishmobile phone giants, Ericsson andNokia, put multiple ringtones in theirdevices that users could choose from.While the tones certainly carried acertain novelty, as long as they could

In little more thana decade, mobilephone ringtoneshave changedthe way we hearthe world

Like so much inthe world ofmobile telephony,the ringtone storybegins largely inthe EU’s mostsparsely-populatedcountry, theNordic telecombehemoth that isFinland

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only consist of the simplest melodies,they would remain a preinstalledfeature, rather than a separate productconsumers would be willing to pay for.

In 1997, a key development occurred,again driven by Finland’s Nokia, whichthat year introduced phones with anew protocol, “smart messaging,” thatallowed users to text one another fromtheir mobile phones. An enterprisingyoung Finnish computer programmerfigured out that he could use theprotocol to send not just texts, butalso ringtones. Being Finnish, hequickly developed a software programthat allowed users to create newringtones that included not justmelody but simple harmonies andrhythms that could then bedownloaded from phone to phoneusing the protocol. This trailblazingapplication led to the first servicewhere users could purchase tones anddownload them onto their phones.

Soon after the first dowloadable tonesarrived on the market, SumanthGopinath writes in Ringtones, or theAuditory Logic of Globalization, “smallphone shops in Hong Kong wereselling pirated ringtones, ‘oftencharging $10 for a 15-second ring.’”

Those outrageous prices were a tasteof things to come.

Gopinath writes that in final years of thelast millennium, small companies, oftencoming from shady businesses beganselling ringtones to cell phone users.These companies increasingly usedcopyrighted pop music. At the time, themajor music companies wereexperiencing the first inklings of thedoom that awaited them, as the ever-growing number of internet usersbegan sharing music files, thusnegating the need to buy a CD. Bylicensing their music to be sold asringtones there was at least a potentialto recoup the losses in CDs sales theywere beginning to suffer.

With turn of the century came mobilephones that could play comparativelycomplicated bits of music replete withharmonies sound effects. These newringtones were played on phones withbuilt-in synthesizers that were basedon a digital protocol, MIDI. InGopinath’s words, these ringtones are“music straddling a fine line betweenvideo-game music and elevator music;effectively, this is synthesizedinstrumental music, because thephone’s synthesizer cannot accuratelyproduce the sound of human voices.”

Today, these ringtones account for whatmost associate with those distant andantiquated early days of mobile phoneuse, having entirely replaced the original

monophonic tones, and whilethe theme of Super Mariobrothers or Zelda may remainpopular with many,polyphonic ringtones madeup just 5% of ringtonepurchases in America in 2008.

Most contemporaryringtones come inMastertone or Truetoneformat, which can playMP3s, thus erasing the finalwall between ringtones andthe music one listens to ona computer.

Though the technology toplay MP3s on mobile phoneshas been around since 2000,it took several years forphones that were powerfulenough to make effectiveuse of the technology to

With turn of the century came mobilephones that could play comparativelycomplicated bits of music replete withharmonies sound effects. These newringtones were played on phones withbuilt-in synthesizers that were based ona digital protocol, MIDI

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become widely available for consumers.By that time, ringtones had alreadymushroomed into a booming businessin many developed countries. In 2003,Japan’s ringtone market was alreadyworth nearly a billion dollars, accordingto Gopinath.

Such figures fueled the hopes of themusic industry, which by then wasexperiencing the full effects of thedeath spiral in CD sales initiated by filesharing on the internet. Whenringtones first began to boom, mobilecontent companies discovered thatconsumers were ready to pay apremium for them.

The same thing had happened twodecades earlier with the advent ofcompact discs. Even though CDs arecheaper to make than tapes, recordlabels charged more for them becausetheir novelty meant that people werewilling to pay more for them than theyhad before for tapes. But while it tooknearly 20 years until CD sales stoppedrising, ringtones time to shine has barelylasted a quarter of that. By the timeMastertones became widely available,the seeds of their eventual decline had

already been planted. That’s because in2003, Apple released the first version ofitunes. The allure of audibly brandingoneself does not trump the humanpreference for saving money, and in aworld where just about any song can bepurchased online for 99 cents, why paythree or four times that amount for 20%of that same song?

Moreover, even in the most profitablescenarios, ringtones and online musicaltogether are very far away fromproducing enough revenue to makeup for the losses from the decline ofCDs for instance. CDs, which remainthe principal source of revenue for theindustry, fell from 90% of albumpurchases in 2007 to 84% in 2008.Altogether, album sales have declined45% since 2000, and 2008 was the firstyear in the 17-year history ofSoundScan in which the top-sellingalbum sold under 3 million copies.

If ringtones can’t make up for thoselosses, it doesn’t mean they can’t alterthe perspective of musicians. RichardMaye, a hip-hop producer based inNew York City, said that musicians wereincreasingly composing songs with an

eye toward the lucrative ringtonemarket. Top artists are also tailoringtheir music to ringtones. Madonna’s2005 single, Hung Up, included the line,“Ring, ring, ring goes the telephone,”which of course featured prominently inthe ringtone version.

All of which has translated into a muchnoisier world. Progress always involvesa balance of gain and loss. Saveearplugs or an iPod, there is almost norefuge from the dizzying variety ofabortive – the tune always ends themoment the call is answered – soundspeople now have on their phones. Andwhile the world is perhaps a moreaudibly vibrant place thanks toringtones, that is of little consolationwhen the guy sitting in front of you onthe bus decides to play every singleringtone – all seven million of themapparently – stored on his phone.

Save earplugs oran iPod there isalmost no refugefrom the dizzyingvariety of littleabortive – the tunealways ends themoment the call isanswered – soundspeople now haveon their phones

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MOBILE LIFE

SMS DOS AND DON’TS• Composing an SMS while you’re in aface-to-face conversation with someoneis as rude as taking a voice call. • SMS shouldn’t be used for formalinvitations or even for endingrelationships! • Be aware of your tone. What seems toyou like a completely innocuousmessage may be misinterpreted, causingdiscomfort and even irreparable harm. • It’s madness to SMS while driving.You won’t know what hit you - or whatyou hit. • Leave the slang to the kids. Don’ttry to be hip to the lingo of the SMSstreet - and don’t expect to winpoints with your kids by trying to becool, either. • Be considerate of others’ schedules.Don’t assume that because you areawake, working, or not busy that theperson you’re texting is as well. • If it’s urgent, make a voice call. If youcan’t get through and your textmessage is ignored, there’s probably a

good reason. There are some timeswhen people don’t even have a thumbfree to respond. • Remember that your phone doeshave an off button. There are very, veryfew things in the world that absolutelycannot wait.Source: www.netlingo.com

MOBILE PHONE SCAMS AND HOWTO AVOID THEM• An estimated three million mobilephones are stolen or lost in the USevery year! They can be used to makecalls at the owner’s expense. • Scanners can clone your mobilephone identity, including the numberand its unique serial number to makecalls at your expense. • Mobile phone scammers can alsotrack your phone to know where youare or where you have been. • Free or swapped ringtones can beused by scammers who can install avirus to damage the phone or stealconfidential information.

Trivia to inspire• Scammers often send messagesappearing to be from your bank sayingyour account has been suspended andasking you to call a toll-free numberwhere your bank details will berequested. In reality, your identity isbeing stolen. Source: www.scambusters.org

FINALLY… DID YOU KNOW?• There is now one mobile phone forevery two humans on Earth. That’s 3.3billion active mobile phones on aplanet of some 6.6 billion humans inabout 26 years.• An iPhone now has more processingpower than the North American AirDefense 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 thatthey can recycle their old mobile phone. • In a recent survey, only 2.3% ofAmericans recycled their old mobilephones; 7% threw them in the garbage.

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