Case Study: Umniah drives rapid 3G subscriber growth with Capgemini Consulting's value proposition and go-to-market strategy

Capgemini Consulting helps Umniah ensure a highly successful launch of 3G services

Umniah, a mobile telecom operator in Jordan, faced the challenge of launching its 3G services one to two years later than its competitors. As the smallest operator with a value-conscious customer base, it needed a highly differentiated strategy to gain market share and achieve a return on its significant network investment. To address this, Umniah engaged Capgemini Consulting to develop its 3G value proposition and go-to-market strategy.

Capgemini developed a new strategic positioning for Umniah, introducing innovative and simplified offers including time-based data plans, a first for the Jordanian market. This approach directly addressed customer purchasing behaviors and concerns about bill shock. As a result of this strategy crafted by Capgemini, Umniah's 3G launch was a major success, adding over 260,000 new subscribers in less than three months and receiving a client satisfaction score of 4.8 out of 5.

Umniah

Mahmoud Abu Zannad

Umniah