Case Study: Etisalat achieves higher conversion rates and ARPU with Pegasystems' Pega Customer Decisioning

Etisalat Connecting the customer conversation

Etisalat, the UAE’s dominant telecom since 1975 with 8.5 million wireless subscribers in a market of roughly 8 million residents, faced saturated mobile penetration and stalled growth in fixed-line and broadband. Fragmented inbound and outbound marketing systems left campaigns blind to recent call‑center and retail interactions, resulting in untargeted offers that failed to resonate with customers.

Partnering with Accenture and Pega, Etisalat deployed an Intelligent Customer Decisioning as‑a‑Service—combining Pega Marketing and the Customer Decision Hub—to create a centralized, real‑time decision engine that applies predictive and adaptive analytics to choose the next best action for each interaction. Within a year the telco improved conversion and campaign performance, increased offer acceptance and ARPU, brought new offers to market in hours, consolidated multiple systems, and gained a single customer view across channels.

Etisalat

Antonio Ricciardi

Vice President, Consumer Intelligence & Engagement