محمد Al-Saraira

Key member of the Leadership team of du ICT, a new Business Unit within Emirates Integrated Telecommunication Company (du) focusing on building du ICT practice in Digital Transformation & Innovation.

Responsibilities

• Leading the business development of du new ICT business unit, including IOT, Big Data, Smart Districts/Smart City and Blockchain.

• Leading a team to develop opportunities and build echo-systems to develop du ICT business.

• Developed business include Vehicle Tracking, Fire alarm system Alert system, Digital WiFi Screens in Taxi’s, Smart District use cases (Smart parking, Smart Signage, Smart Surveillance Systems, etc.), Smart Metering/Grid, and many others.


• Major Achievements:
o Won a multi-million (USD +100Mn rolling out IOT network nationwide safety based network).
o Won and currently implementing the first Smart District in the UAE (8 digit deal USD)
o Won the National CRM project (private cloud - SAP) by TRA.

• Marketing lead of Products & Services portfolio (Fixed & Mobile) and an owner of a portfolio worth more than USD 2 Billion in revenues across more than 16 countries in Middle East, Africa, and Asia.

• Responsible for commercial development ownership of Consumer roadmap including Voice, Data & VAS portfolio, in addition to Pricing and overall marketing support to ensure achieving budgeted revenues and group set KPI’s and commercial standards.

• Drive Etisalat operations to become the leading provider in its respective country through portfolio offering assessment, capabilities assessment and opportunities hunting tactics through testing several concepts & providing global benchmarking.
• Pricing of Voice & Data Products: Leading Group wide pricing initiatives from idea initiation to launch, assisting affiliates in developing pricing strategy & competitive products commercial roll out. Countries covered include Asia cluster mentioned above, Nigeria & Tanzania.

• Customer Experience Excellence development & support across all Etisalat OpCos

• Design OTT retaliation strategy & execute it in all Etisalat Group.


Other Projects include:

• Lead and orchestrate Group based task force to transform & turn around particular affiliates covering finance, technical and Marketing.

• Commercial Audit for the successful acquisition of Etisalat Srilanka

• Commercial Audit for MNO acquisition attempt in Iraq & Morocco

Member of pre-launch team contributed to the success story of Umniah Mobile Company, the third entrant operator in Jordan. Charted impressive growth curve to finally hold the position of VAS Products Manager/Marketing in September 2007 responsible for 10% of total revenues.

Over All Responsibilities: • Managed and led the VAS (Value Added Service) division within the Marketing Department and interfaced with key opinion leaders to identify key relevant requirements, create confluence service solutions and to achieve annual sales revenues and targets.
Supervised the VAS team of 5 FTE’s to market all new and existing VAS products and to achieve projected sales targets. Led the conceptualization, inception and consolidation of products through precise media management techniques and multilayered sales infrastructure

Key Projects included credit cards, point of sales, & contact cent center