Telecom Review Africa conducted an exclusive interview with Mounir Moukdar, Marketing Director at inwi, to discuss how the company positions itself as an innovative operator with its offers and solutions. He also shed light on the role of innovation in inwi's marketing approach and shared his current assessment of the company’s formidable project, "win by inwi."
How does inwi position itself as an innovative operator in terms of offers and solutions?
Since its arrival on the Moroccan market in 2010, inwi has always sought to position itself as one of the leading innovative companies in Morocco, with the aim of providing consumers with simple, innovative and very affordable solutions.
In just a few years, inwi has become a true reference on the market and has launched numerous innovative projects that have helped revolutionize the telecommunications landscape in Morocco, both for individual customers and businesses. These projects include pay-per-second billing, the first contract-free plan, the first fixed 4G solution (Idar Duo) and a sovereign cloud. In addition, several innovation programs have been launched in parallel, such as inwi innov, which is a community entrepreneurship platform that represents the pinnacle of innovation and start-ups in Morocco.
This has allowed the inwi brand to be viewed by Moroccans as the most innovative brand in the telecoms sector (*).
What is the role of innovation in the operator's marketing approach?
Firstly, it should be noted that in recent years, we have witnessed major changes in the purchasing and usage behavior of Moroccan consumers, who have become more knowledgeable and demanding and naturally more digital.
To accompany these profound changes in the market, we place innovation at the heart of our efforts at inwi, and we actively ensure the continuous launch of offers and services that are in line with the latest usage trends of consumers. For example, we were the first operator in the market to launch the famous *6 recharge in 2019, an exclusive recharge for unlimited use of social networks at only 30 DH, the first operator to offer unlimited WhatsApp on all plans and one of the first operators in the world to launch a customizable 100% digital offer (win by inwi).
We are also actively working on the design of high-value-added services, particularly focused on gaming, streaming and education.
The common factor among all these projects that have been successful in terms of customer adoption is that we ensure that innovation is useful and can meet a real need instead of just riding on a technological innovation that is not appropriate for our market. The concept of timing is also important to consider: not too early and not too late.
What is your assessment today of “win by inwi”?
By launching win, inwi was the first Moroccan player to take the gamble of launching a 100% digital telecom offer at a time when digital sales were underdeveloped.
Therefore, in order to bring this project to life, the operator put in place a new generation of technological tools, thus partnering with world leaders, particularly in customer relationship management and development, such as Salesforce and Vlocity.
The launch of the "win by inwi" project also played a catalytic role in inwi's digital transformation by applying the different lessons from the product to all of the company's digital products. If I had to take stock after 4 years of the product's existence on the market, I think we can qualify "win by inwi" as a "success story" for inwi. Indeed, the product now has several thousand satisfied customers and represents a real vector for growth in mobile usage and revenue for the operator.
And we are proud to remind you that, through win, inwi won the "Product of the Year 2023" award (**).
(*) source: étude interne, T4 2022.
(**) Étude Nielsen 2023