CEO TALK: Driven by a passion to deliver value to customers
Published: 03:02 PM,Feb 09,2025 | EDITED : 07:02 PM,Feb 09,2025
Shadli Thabit Zahran al Abdul Salam, CEO of Friendi Mobile Oman
MUSCAT, FEB 9
Strong leadership is about inspiring teams, fostering innovation and driving sustainable growth, says Shadli Thabit Zahran al Abdul Salam, CEO of Friendi Mobile Oman. In an exclusive interview with the Observer, he shared insights on his leadership journey, the challenges he has navigated and his ambitious vision for the company’s digital transformation.
“As a leader, my role is to cultivate an environment where innovation thrives and employees feel empowered,” Al Abdul Salam said. “Leadership is not just about decision-making; it’s about building strong teams and creating a culture of continuous learning.”
A JOURNEY FUELLED BY PASSION AND DETERMINATION
Al Abdul Salam’s path to leadership began in sales before he transitioned into product management, gaining hands-on experience in the telecom industry. His rise to CEO was driven by a passion for delivering value to customers and businesses alike.
“My career has been shaped by the belief that leadership is about more than just strategy — it’s about resilience, adaptability and inspiring those around you,” he said. “Each role I took on prepared me for the complexities of leading an organisation.”
OVERCOMING CHALLENGES THROUGH STRATEGIC LEADERSHIP
Under his leadership, Friendi Mobile Oman has navigated significant transitions, including a successful migration to a new wholesale partnership, record-breaking customer retention rates and an expansion of digital services. These milestones reflect the company’s ability to evolve in a competitive market.
“The telecom industry is dynamic and adaptability is key,” Al Abdul Salam explained. “Our ability to embrace change and leverage new opportunities has been crucial to our success.” One of his biggest challenges was managing regulatory complexities during a major operational shift. He emphasised that transparent communication, strategic planning and teamwork were instrumental in overcoming these hurdles.
“Regulatory compliance is challenging, but with the right mindset and collaboration, obstacles become opportunities to strengthen our business,” he noted.
TURNING A CRISIS INTO A SUCCESS STORY
Al Abdul Salam’s proudest achievement as CEO was leading Friendi Mobile Oman through a difficult period of intense market challenges and successfully turning the company around.
“We faced significant headwinds, but instead of retreating, we adjusted our strategy and focused on execution,” he said. “That experience reinforced my belief that resilience and strategic alignment are the foundations of long-term success.”
A VISION FOR THE FUTURE
Looking ahead, Al Abdul Salam envisions Friendi Mobile Oman evolving into a fully digital operator, integrating telecom with fintech and other digital services. He believes the future of the industry will be shaped by innovation, sustainability and collaboration across sectors.
“Our goal is to create a seamless digital ecosystem where customers can access telecom, financial services and more,” he said. “With the support of Beyond One, our group company, we are committed to leading this transformation.”
For aspiring leaders, his advice is simple: “Stay curious, embrace challenges and always lead with integrity. Success is about more than reaching goals — it’s about how you achieve them. Build strong, diverse teams, foster a culture of learning and keep the customer at the heart of every decision.”
As Friendi Mobile Oman continues its journey towards digital transformation, Al Abdul Salam’s leadership remains a driving force behind the company’s growth and commitment to innovation.
Strong leadership is about inspiring teams, fostering innovation and driving sustainable growth, says Shadli Thabit Zahran al Abdul Salam, CEO of Friendi Mobile Oman. In an exclusive interview with the Observer, he shared insights on his leadership journey, the challenges he has navigated and his ambitious vision for the company’s digital transformation.
“As a leader, my role is to cultivate an environment where innovation thrives and employees feel empowered,” Al Abdul Salam said. “Leadership is not just about decision-making; it’s about building strong teams and creating a culture of continuous learning.”
A JOURNEY FUELLED BY PASSION AND DETERMINATION
Al Abdul Salam’s path to leadership began in sales before he transitioned into product management, gaining hands-on experience in the telecom industry. His rise to CEO was driven by a passion for delivering value to customers and businesses alike.
“My career has been shaped by the belief that leadership is about more than just strategy — it’s about resilience, adaptability and inspiring those around you,” he said. “Each role I took on prepared me for the complexities of leading an organisation.”
OVERCOMING CHALLENGES THROUGH STRATEGIC LEADERSHIP
Under his leadership, Friendi Mobile Oman has navigated significant transitions, including a successful migration to a new wholesale partnership, record-breaking customer retention rates and an expansion of digital services. These milestones reflect the company’s ability to evolve in a competitive market.
“The telecom industry is dynamic and adaptability is key,” Al Abdul Salam explained. “Our ability to embrace change and leverage new opportunities has been crucial to our success.” One of his biggest challenges was managing regulatory complexities during a major operational shift. He emphasised that transparent communication, strategic planning and teamwork were instrumental in overcoming these hurdles.
“Regulatory compliance is challenging, but with the right mindset and collaboration, obstacles become opportunities to strengthen our business,” he noted.
TURNING A CRISIS INTO A SUCCESS STORY
Al Abdul Salam’s proudest achievement as CEO was leading Friendi Mobile Oman through a difficult period of intense market challenges and successfully turning the company around.
“We faced significant headwinds, but instead of retreating, we adjusted our strategy and focused on execution,” he said. “That experience reinforced my belief that resilience and strategic alignment are the foundations of long-term success.”
A VISION FOR THE FUTURE
Looking ahead, Al Abdul Salam envisions Friendi Mobile Oman evolving into a fully digital operator, integrating telecom with fintech and other digital services. He believes the future of the industry will be shaped by innovation, sustainability and collaboration across sectors.
“Our goal is to create a seamless digital ecosystem where customers can access telecom, financial services and more,” he said. “With the support of Beyond One, our group company, we are committed to leading this transformation.”
For aspiring leaders, his advice is simple: “Stay curious, embrace challenges and always lead with integrity. Success is about more than reaching goals — it’s about how you achieve them. Build strong, diverse teams, foster a culture of learning and keep the customer at the heart of every decision.”
As Friendi Mobile Oman continues its journey towards digital transformation, Al Abdul Salam’s leadership remains a driving force behind the company’s growth and commitment to innovation.