In an interview with The News, Telenor Pakistan CEO Khurrum Ashfaque outlined the telecom giant’s strategy to drive digital inclusion and economic growth across Pakistan. With a focus on expanding access to affordable internet and data-driven services in rural areas, Ashfaque shared how Telenor is leveraging partnerships and technology to build a sustainable digital ecosystem. He also highlighted potential reforms to foster a more supportive business environment and strengthen the telecom sector’s role in national development.
In an interview with The News, Telenor Pakistan CEO Khurrum Ashfaque outlined the telecom giant’s strategy to drive digital inclusion and economic growth across Pakistan. With a focus on expanding access to affordable internet and data-driven services in rural areas, Ashfaque shared how Telenor is leveraging partnerships and technology to build a sustainable digital ecosystem. He also highlighted potential reforms to foster a more supportive business environment and strengthen the telecom sector’s role in national development.
TN: What key initiatives have you led to drive Telenor Pakistan's growth amid shifting consumer preferences and tech advancements?
KA: Telenor Pakistan drives digital inclusion by prioritizing affordable internet access, particularly in rural areas, through strategic network investments and location-based charging. With a focus on innovative, data-centric solutions, our digital portfolio -- spanning gaming, insurance, health, content, and agriculture -- now serves 13 million users, 55 per cent of whom are rural. Features like Direct Operator Billing, Easyload, and personalised bundles via the My Telenor App enhance user engagement, meeting evolving customer needs and enriching their digital experience.
TN: How do you use data analytics and market insights to drive decisions and stay competitive?
KA: We leverage Big Data and AI to enhance decision-making and provide real-time, personalised offers that meet customer needs. Supported by Telenor’s Global Data Analytics Enabler, we analyze user behavior to gain insights into preferences and engagement trends. Utilising the Real Time Decision Manager (RTDM), we deliver tailored services and targeted promotions through the My Telenor App. This data-driven approach improves user satisfaction and fosters customer loyalty, ensuring our offerings remain relevant in a rapidly changing market.
TN: How do you foster relationships with external partners to support Telenor Pakistan's business objectives?
KA: We're shaping a digital ecosystem that drives socioeconomic growth for a brighter future. Collaborating with the Pakistan Telecommunication Authority (PTA), we support initiatives like Child Online Protection and Accelerating Gender Inclusion in ICTs, and we partner with the Ministry of IT & Telecom (MOITT) to empower youth. Internationally, we work with GSMA to bolster Pakistan’s startup ecosystem.
Through the National Incubation Center (NIC) Islamabad, we support startups with digital assets and mentorship, leading to $65 million in investments across eight cohorts through our Telenor Velocity programme. Recently, we partnered with the World Bank for the Girls Learn Women Earn initiative, training 1,100 women in essential digital skills. Telenor Velocity, alongside Google Developers and UNDP Pakistan, launched the ‘Digital Hackfair’ to identify top developers.
TN: How has Telenor Pakistan's focus on customer-centricity and digital transformation contributed to its success and market leadership? Can you provide a specific example?
KA: We are committed to providing high-quality connectivity and digital solutions nationwide. We achieved the fastest 4G rollout, bringing high-speed internet to both urban and rural areas. Through collaboration with the Universal Service Fund, we've extended services to underserved regions, integrating them into the digital landscape. Our digitised retailer network enhances customer experience and empowers small businesses with digital solutions.
Additionally, we have introduced digital platforms that support emerging trends, such as eSports, catering to the youth segment. Despite facing foreign exchange challenges that impact innovation, our dedication to network expansion remains strong. We continue to invest in infrastructure, focusing on regions like Azad Jammu & Kashmir and Gilgit-Baltistan, where we have deployed advanced 4G technology, ensuring fast and affordable connectivity for all.
TN: How do you promote innovation and agility within Telenor Pakistan's teams to effectively respond to market disruptions and seize opportunities?
KA: At Telenor Pakistan, fostering a culture of innovation and agility is central to our mission. We empower our workforce through cross-functional teams, encouraging collaboration, creativity, ownership, and accountability. This environment values diverse perspectives, sparking innovative thinking and enhancing adaptability.
A strong learning culture is vital for growth and innovation. Our 'Learning Camp' program allows employees to select courses that align with their goals, promoting continuous learning. The '40-hour challenge' encourages staff to commit at least 40 hours annually to skill enhancement, underscoring Telenor's commitment to a knowledgeable, future-ready workforce.
TN: What strategies has Telenor Pakistan implemented to align its business practices with sustainability and corporate social responsibility while ensuring financial viability?
KA: Our Environmental Management System promotes efficient resource use, and our initiatives align with UN Sustainable Development Goal 13, aiming to reduce carbon emissions by 50 per cent by 2030 from a 2019 baseline. As of 2023, 23 per cent of our network sites are powered by solar energy, resulting in a 12 per cent reduction in carbon emissions and cutting maintenance trips to remote sites by 20 per cent, lowering fuel use and costs.
We invest in Energy Attribute Certificates to source renewable energy and are enhancing energy management with our AI-powered 'Thunder' platform for real-time energy analysis. Additionally, Telenor Pakistan is committed to social impact, partnering with Unicef to digitally register 1.3 million births and educate over 700,000 students on safe internet use. By integrating sustainability into our strategy, we create long-term value for stakeholders while ensuring financial viability.
TN: How has Telenor Pakistan adapted to emerging technologies and trends to enhance customer experience in an increasingly digitalised world?
KA: We prioritise cutting-edge technologies to lead in the digital landscape. Our Apollo app, an industry-first digital distribution platform, empowers retailers to sell services efficiently, with 41 per cent adoption among Telenor retailers and 65,000 monthly active users. Apollo digitizes core GSM operations, streamlining processes and enhancing security.
The app also supports non-telco services like gaming vouchers and e-commerce while facilitating financial inclusion through integrated payment gateways. We are upgrading our cloud infrastructure to cloud-native environments for faster updates and improved customer experiences. Our hybrid cloud approach utilizes public cloud IaaS and PaaS for scalability, and we enhance network capabilities through initiatives like VoWiFi and VoLTE. These efforts ensure Telenor Pakistan remains at the forefront of digital innovation.
TN: What challenges have you faced in doing business in Pakistan, and what reforms would you suggest to streamline operations and stimulate growth in the telecom sector?
KA: Telenor Pakistan acknowledges the government's efforts to improve the business environment in the country, particularly through recent advancements in the Ease of Doing Business (EODB) framework. These initiatives aim to streamline processes, making it easier for businesses to operate, attract foreign investment, and boost investor confidence.
The company believes that successful implementation of these reforms will yield widespread benefits, enhance the business climate, and alleviate tax burdens and regulatory complexities.
Israr Khan is a senior staff reporter with The News.
