“Partners Need to Adopt a Customer-Centric, Future-Forward Approach”
Karim Benkirane, the Chief Commercial Officer at du, says by innovating responsibly and embracing sustainable transformation, channel partners can future-proof their operations and align with customer expectations
Could you share an overview of your career path to date, highlighting the pivotal moments or achievements that have shaped your leadership within the IT channel?
I’ve over 20 years of experience spanning digital, retail, wholesale, and technology services in the telecom industry. Each step in my career journey has been a transformative experience, shaping my leadership philosophy and strategic perspective.
A particularly pivotal phase was my time as Managing Director at Virgin Mobile UAE, where I spearheaded the region’s first fully digitized mobile service. This was a groundbreaking moment, delivering a fresh, seamless telecommunication experience to consumers. Prior to this, I led Virgin Mobile Saudi Arabia as CEO, overseeing the successful launch of the Virgin Mobile and FRiENDi brands.
As the first Mobile Virtual Network Operator (MVNO) in Saudi Arabia, we embraced a mobile-first market entry strategy, emphasizing an innovative digital experience—an approach that set new standards in the region. Before these roles, I also led KPN France as CEO and served as Chief Commercial Officer at Telecom Italia in France.
Education has been a cornerstone for my growth, and I hold an Executive MBA from HEC Paris, complemented by further programs at the University of California, Berkeley, and the Indian Institute of Management in Bangalore. This foundation, coupled with hands-on leadership in diverse markets, has deeply influenced my role today as Chief Commercial Officer at du, where I drive key aspects such as strategy, segment growth, and partner ecosystem engagement.
As a key channel influencer within your company, what are your primary roles and responsibilities in shaping strategy, driving engagement, and fostering growth within the partner ecosystem?
As Chief Commercial Officer at du, my role centers around aligning commercial strategies to deliver compelling value to our partners and customers. I oversee critical areas such as Commercial Strategy & Planning, Product and Brand Development, Mass, Home, Premium, Soho, SME, and Enterprise Segments, as well as International Wholesale.
A significant part of my focus is fostering partnerships across various industries and segments—from microbusinesses to large enterprises—ensuring that we deliver tailored solutions aligned with their evolving digital needs. Whether it’s driving innovation through Virgin Mobile UAE or enhancing government and key account initiatives, I emphasize scalability, security, and efficiency. These efforts are complemented by collaborations with organizations like the DIFC Innovation Hub, where we empower startups and SMEs with industry-leading AI insights to help them thrive in a competitive market.
How is the rapid advancement of AI, including Agentic AI and Generative AI, fundamentally reshaping the channel’s business models, partner opportunities, and the skill sets required for success?
The rapid evolution of AI, particularly Generative AI and Agentic AI, is revolutionizing how businesses operate, offering transformative opportunities for the IT channel, partners, and especially startups and SMEs. At du, we’ve positioned ourselves to actively lead this transformation by nurturing a vibrant innovation ecosystem.
Our partnership with the DIFC Innovation Hub is an excellent example, providing workshops like the ‘du Business AI Advantage Series’ to equip SMEs and startups with practical AI applications. These efforts aim to enhance business processes, foster innovation, and improve operational efficiency across sectors. With AI reshaping industries, we’re enabling companies to adopt cutting-edge solutions—whether they’re integrating AI insights for customer engagement or automating tasks to drive productivity and profitability.
Additionally, du is contributing to impactful digital transformation through collaboration with government and private entities. With such partnerships, we pool resources and expertise to address the complexities of digital evolution effectively. From utilizing 5G and Fibre networks to providing tailored solutions, du ensures that businesses, regardless of size, are equipped to thrive in this AI-driven era.
Environmental, Social, and Governance (ESG) factors and sustainability are gaining prominence. How can channel partners integrate these principles into their operations and offerings to create competitive advantages and meet evolving client expectations?
ESG principles are no longer optional—they are essential for creating sustainable value and gaining a competitive edge in the modern market. At du, our commitment to ESG aligns with our broader mission to enhance operational efficiency and contribute to industry-wide evolution.
We offer bespoke solutions designed to streamline workflows while emphasizing scalability, security, and environmental sustainability. Our cutting-edge offerings—like 5G networks, mobile workforce solutions, and managed services—not only drive productivity but also empower businesses to reduce redundancies and optimize costs. This creates an operational environment tailored for secure communications, data protection, and sustainable growth.
Furthermore, ESG integration fosters stronger customer trust and engagement, as clients increasingly prioritize transparency, resource efficiency, and socially responsible business practices. By innovating responsibly and embracing sustainable transformation, channel partners can future-proof their operations and align with customer expectations.
In your opinion, what are the most effective strategies partners can employ to drive sustainable growth and profitability in the current market, especially considering evolving customer demands?
To achieve sustainable growth, partners need to adopt a customer-centric, future-forward approach. At du, we’ve successfully redefined strategies around evolving customer needs—investing in digital transformation and advanced connectivity solutions that improve experiences and enhance operational capabilities.
For example, du has pioneered initiatives like the “home of the future” concept featuring advanced connectivity and the launch of the world’s first 5.5G villa. These forward-thinking solutions reflect our adaptability to the shifting demands of a digital-first marketplace while also demonstrating our commitment to innovation.
Beyond technology, fostering collaboration between governments, private enterprises, and industry stakeholders is crucial. Public-private partnerships allow for shared expertise and resources, delivering scalable digital transformation solutions across sectors. At the same time, partnerships with startups and SMEs form a vibrant innovation ecosystem, enabling growth and technological engagement.
du’s journey with the DIFC Innovation Hub marked the beginning of a successful collaboration aimed at empowering the UAE’s entrepreneurial ecosystem. Building on this strong foundation, du announced a strategic partnership with Ignyte earlier this year—a dynamic platform curated by DIFC under the Sheikh Hamdan Initiative.
This partnership is designed to accelerate AI innovation, support startups, and drive SME growth through access to digital solutions, mentorship, and investor networks. As we look ahead, du remains committed to expanding these efforts, creating more opportunities for innovation and sustainable business growth across the region.
