“ Innovation distinguishes between a leader and a follower,” Steve Jobs once said.
For business leaders, innovation stands out as an indispensable element that can determine the success or failure of an organisation. It is not merely a desirable trait; it is a critical competency that enables successful leaders to navigate the challenges of the modern business landscape. However, a leader should not just be an innovator, they should also be a role model who encourages everyone within the organisation to embrace innovation.
We had an opportunity to talk to one such leader. Over a 21-year journey in the technology sector, his leadership philosophy has evolved to underscore the pivotal role of collaboration in achieving substantial progress. His approach is closely aligned with du’s mission to lead the UAE’s technological transformation.
The power of collective strength
Jasim Al Awadi, Chief ICT Officer (Acting), du, talks about how he understood that ground-breaking innovations and long-term success are not the result of isolated efforts but emerge from a collective endeavour involving team members, shareholders, and industry peers.
“We understand that to make a significant impact, especially in a multifaceted field like ICT, we can’t operate in a silo. Instead, we focus on synergistic relationships with all stakeholders to create an integrated and effective strategy. This isn’t about magnifying individual prowess; it’s about leveraging the collective strength to foster innovation and sustainability,”
The shift towards collaboration is not a mere trend, instead it’s a fundamental recognition of the complexity and interconnectedness of today’s technological landscape. This is something that Al Awadi and his team recognise.
As a true leader, when asked about his instrumental role in high-value projects, Al Awadi refuses to put the spotlight on himself and praises how all the achievements are a result of collaborative efforts. He was keen on talking about one project that he was particularly proud of for its impact on the organisation and the UAE’s digital landscape.
“There’s one project that I believe stands out the most and that’s the launch of a first-of-its-kind marketplace portal where customers can buy a vast range of ICT products online, regardless of the service provider they are using. The innovative offering represents the evolution of enterprise by facilitating access to a suite of highly innovative ICT solutions. du is building a powerful platform that not only automates complex processes but also ensures a seamless experience for customers,” said Al Awadi.
Journey and motivations
Operating under the umbrella of Emirates Integrated Telecommunications Company (EITC), du plays a vital role in propelling the economic, social, and digital transformation of the UAE. The telco partners with major technology vendors to bring the latest digital innovations to individuals and businesses alike. With a relentless commitment to digitally revolutionising every aspect of the modern telecom experience, du impacts the daily lives of millions of customers.
Al Awadi’s focus on digital transformation and innovation at du is driven by the ongoing dialogue about the shift from carbon-based to silicon-based systems. These are significant times for companies like du, as the company transitions from being traditional telecommunications providers to technology-oriented enterprises.
His vision for the company is to lead this transformation, positioning du as a technology-driven entity while maintaining a primary focus on customers. This vision aligns seamlessly with du’s broader mission of contributing to the UAE’s national vision for a digitally connected society. By embracing advanced technologies such as 5G and IoT, and through collaborative efforts with diverse stakeholders, the aim is not merely to adapt to change but to proactively shape it.
The introduction of 5G stands as a moment of profound transformation for the UAE, serving as the foundational infrastructure for emerging ICT technologies such as the Internet of Things, artificial intelligence, machine learning, and big data analytics. These technologies are already enhancing operational efficiency and productivity, particularly in sectors such as manufacturing where real-time data collection is vital.
“In harmony with the vision of the leadership of the UAE, my role focuses on steering du’s transition from a telecom service provider to a technology enabler. We’ve made significant progress, including the achievement of 98.5 percent 5G population coverage. This isn’t merely about faster connectivity; it’s about building a robust, intelligent infrastructure that serves as the backbone for a multitude of services, all while maintaining a customer-centric approach,” said Al Awadi.
Digital trust and staying agile
In his role, Al Awadi places a strong emphasis on digital trust, anchored in transparency, ethics, privacy, and security. This trust placed on transparency and accessibility ensures that customers are well-informed and can easily engage with the services offered. Ethical considerations and a commitment to social responsibility play a central role in the decision-making process, contributing to the establishment of strong relationships with stakeholders.
Privacy and data control are of paramount importance, serving to reinforce the trust customers place in the organisation. To further strengthen these elements, du has established a solid foundation in security and sovereignty, enabling the drive for innovation at scale. This multifaceted approach not only guarantees a secure and reliable service but also fosters an environment conducive to innovation.
du and Al Awadi acknowledge the critical importance of remaining agile and adapting to the evolving technological landscape. He believes that emerging technologies such as Industry 4.0 and the IoT are poised to assume a central role in shaping the company’s future strategies. In alignment with the UAE’s vision for a technology-driven future, the focus is on the seamless integration of IoT applications into the network, which will serve to enhance services across various sectors.
Al Awadi mentions that the principles of automation and data-driven approaches inherent to Industry 4.0 will be leveraged to optimise operations and drive increased productivity. Meanwhile, IoT’s real-time data capabilities are expected to refine services, elevate customer experiences, and provide valuable support across a range of applications.
For future tech leaders
As a part of cultivating the success of upcoming visionaries who can impact the technology and telecommunications industry like him, Al Awadi also shared some sage advice.
He says, “Embrace the dynamic nature of the ICT industry by adopting a lifelong learning mindset. Continuously seek to expand your knowledge, staying attuned to emerging trends and never settling for the status quo.”
Al Awadi further added that your ability to adapt and learn is your greatest asset in this industry. “Collaborate with diverse teams, view challenges as opportunities for growth, and maintain a passion for the transformative power of technology. By doing so, you can not only stay ahead of the curve but also make an impact in an industry where innovation thrives.”
