Ooredoo Algeria: Powering Algeria’s Digital Future through Innovation, Inclusion, and Impact

In an exclusive interview with Telecom Review Africa, Roni Tohme, CEO of Ooredoo Algeria, delved into the milestones that have shaped the company’s remarkable journey from its early days as Nedjma to becoming a technology-driven telecom leader under the Ooredoo brand.

With a focus on innovation, customer trust, and national development, the CEO elaborated on how Ooredoo is leveraging emerging technologies like artificial intelligence (AI), Internet of Things (IoT), and cloud computing to bridge the digital divide in rural Algeria, and is investing in talent to build a sustainable and inclusive digital future.

Ooredoo Algeria has been a major player in the telecom sector for years. Looking back, what would you say is the most defining milestone in the company’s journey so far?

Ooredoo Algeria has indeed been a major player in the Algerian telecom sector, and when we reflect on our journey, it’s clear that our story is one of vision, resilience, and continuous innovation. Our beginnings under the name Nedjma marked a bold entry into a highly competitive market. At that time, the landscape was already established, yet Nedjma managed to quickly distinguish itself through a pioneering spirit, bringing innovation and dynamism that deeply resonated with Algerian customers. We were among the first to focus on quality of service (QoS), customer experience (CX), technological leadership, and mobile data even in those early years.

The transition to Ooredoo in 2013, as part of a global rebranding and strategic alignment with an international group, was undoubtedly a defining milestone. It represented much more than a change of identity; it signified our commitment to global standards of excellence and opened the door to greater possibilities for our customers and the nation.

However, if I were to highlight the most defining milestone in our journey, I would point to the transformative impact of the technologies we introduced. From being among the first to launch 3G in Algeria to leading the deployment of 4G across the country, we didn’t just follow global trends; we brought them to the Algerian people ahead of time. These advancements empowered individuals, businesses, and institutions, and fundamentally changed how people connect, work, and communicate.

That said, our proudest achievement, or the one that truly defines our success, is not limited to technological leadership; it is the trust and loyalty of our customers. Their continued confidence in us is what drives our innovation, inspires our teams, and motivates us to constantly raise the bar. Every milestone we’ve reached has been built on that foundation of trust, and every future success will be in service of the people who believe in Ooredoo.

In essence, while technology and innovation have shaped our journey, it is our relationship with our customers that defines it.

How is Ooredoo leveraging emerging technologies like AI, IoT, or cloud computing to enhance operational efficiency and customer experience?

At Ooredoo Algeria, leveraging emerging technologies is central to our mission of driving digital transformation and delivering exceptional value to our customers.

We view innovations such as artificial intelligence, cloud computing, and the Internet of Things not as distant concepts, but as critical levers for enhancing operational efficiency and elevating the customer experience.

Artificial intelligence is already being deployed across several layers of our operations. From smart customer support systems—such as AI-powered chatbots and virtual assistants—to predictive analytics that optimize network performance and anticipate customer needs, AI enables us to be faster, more efficient, and more proactive. It also empowers us to offer a more personalized and seamless experience, while maintaining the reliability and excellence our customers expect.

Cloud computing is another pillar of our transformation. By adopting robust and scalable cloud solutions, we’ve been able to streamline internal processes, accelerate service delivery, and provide secure, flexible digital infrastructure for businesses. This agility allows us to remain competitive, while supporting our partners and clients on their digital journeys.

As for the Internet of Things, while this technology is not yet widely adopted in Algeria, we see immense potential in it. At Ooredoo, we are not only ready; we are eager to contribute to its development and widespread implementation across the country. We are preparing the infrastructure and partnerships necessary to support future IoT ecosystems in sectors such as smart cities, industry, agriculture, and healthcare. When the time comes, we intend to play a leading role in enabling these innovations to flourish in Algeria.

Ultimately, our commitment to emerging technologies is rooted in a clear ambition: to empower individuals, support businesses, and help shape a smarter, more connected future for Algeria. Innovation is the means; however, the customer remains the reason.

In terms of rural and underserved areas, what concrete steps is Ooredoo taking to bridge the digital divide and expand connectivity across Algeria?

Connectivity is not a luxury; it is a fundamental right and a critical driver of social and economic development. Bridging the digital divide is, therefore, not simply a goal for us; it is a responsibility we proudly embrace.

One of the most concrete and impactful steps we’ve taken in this regard has been our active participation in the Universal Telecommunication Service project, an initiative led by the Algerian government to extend quality mobile coverage to remote and underserved areas across the country. As part of this ambitious national program, Ooredoo is aiming to deploy more than 1,200 sites across Algeria’s rural zones, bringing reliable voice and data services to regions that were previously disconnected or poorly served.

This effort is not just about infrastructure; it’s about inclusion. We understand that, in today’s world, access to digital services is essential for education, healthcare, entrepreneurship, and access to public services. By expanding our network in these regions, we are helping to open new horizons for millions of Algerians, enabling them to participate more fully in the digital economy.

Looking ahead, we remain fully committed to deepening our efforts. With Algeria’s vast geography and rich potential, we view rural connectivity as a long-term strategic priority. We are continuously exploring innovative solutions, such as the future 5G launch.

Talent development is crucial in a rapidly evolving sector. How does Ooredoo attract, retain, and upskill local talent to stay ahead in the industry?

Talent development is indeed a cornerstone of our strategy at Ooredoo Algeria, especially in a sector as dynamic and evolutionary as telecommunications. We firmly believe that investing in local talent is not only vital to our operational success; it is essential to building a sustainable and innovative future for the industry as a whole.

To attract and retain top talent, we strive to offer a professional environment that is inclusive, motivating, and forward-looking. Our people are our greatest asset, and we are deeply committed to creating a culture where every individual feels valued, empowered, and inspired to grow.

We offer competitive benefits and clear, merit-based career development pathways that encourage our employees to take ownership of their professional journey. Beyond that, we invest heavily in continuous learning, offering structured programs that range from technical upskilling to leadership and managerial development. These programs are designed to equip our teams with the knowledge and agility needed to meet the ever-changing demands of the telecom sector.

At Ooredoo, we also foster a spirit of innovation and collaboration, encouraging our employees to contribute ideas, embrace challenges, and lead change. By nurturing local talent through targeted training, mentorship, and exposure to international best practices, we ensure that our workforce remains adaptive, capable, and ready for the future.

What role do strategic alliances—local or international—play in your growth strategy, and how have these collaborations helped Ooredoo innovate or scale services?

Strategic alliances, both local and international, are at the very heart of Ooredoo’s growth strategy. We take great pride in cultivating strong, forward-looking partnerships that enable us to consistently deliver high-quality services to our customers. These collaborations are not merely transactional; they are transformative.

Our local alliances allow us to stay deeply rooted in the communities we serve, ensuring that our solutions are relevant, accessible, and impactful. At the same time, our international partnerships bring global expertise, technological innovation, and fresh perspectives that enrich our capabilities and inspire us to raise the bar even higher.

Together, these alliances act as a powerful catalyst, propelling Ooredoo forward, pushing us to innovate, to scale with agility, and to continuously exceed expectations. We are proud of the journey we are on with our partners, and we remain committed to building bridges that lead to shared success and meaningful impact.

How does Ooredoo balance profitability with its responsibility to deliver affordable and accessible telecom services to all Algerians?

I believe that commercial success and social responsibility are not opposing goals, they are complementary pillars of sustainable growth. Balancing profitability with providing affordable and accessible telecom services to all Algerians is not just a strategic choice; it is a core part of our identity.

We are deeply committed to bridging the digital divide and ensuring that connectivity is not a privilege for the few, but a right for all. Through targeted investments, innovative pricing models, and inclusive digital solutions, we strive to make our services accessible to every segment of society—urban and rural, young and old, connected and underserved.

At the same time, we maintain a rigorous focus on operational efficiency, innovation, and strategic growth, which enables us to sustain our profitability while fulfilling our broader responsibility to the nation. It is this dual commitment to purpose and performance that defines Ooredoo’s journey in Algeria. We are proud to contribute to the country’s digital future, while ensuring that no one is left behind.

How does Ooredoo integrate CSR initiatives into its customer engagement strategy, and how do these efforts impact public trust and brand loyalty?

Corporate social responsibility (CSR) is not a peripheral initiative; it is a fundamental expression of who we are and how we engage with the communities we serve. Our CSR strategy is a genuine, long-term commitment to social impact, and it plays an integral role in shaping our customer engagement approach.

By aligning our CSR efforts with the real needs of Algerian society, across all social classes, we ensure that our brand is not only heard, but also felt. Whether it be through initiatives addressing education, healthcare, or the environment, we actively work to create meaningful, lasting change in people’s lives. These actions bring us closer to our communities, build authentic relationships, and reflect the deep investment Ooredoo makes beyond business.

By enhancing public trust, building a stronger emotional connection with our customers, and fostering brand loyalty that is rooted in shared values and mutual respect, the outcome is powerful. When people see that we care not only about profits but also about people, they respond, not just as consumers, but as partners in progress. This is the true strength of Ooredoo’s CSR-driven engagement strategy.

Looking ahead, what is your long-term vision for Ooredoo Algeria, and how do you see the company shaping the future of Algeria’s digital economy?

My long-term vision for Ooredoo Algeria is to position the company as a central force in the digital renaissance of Algeria, one that not only delivers cutting-edge telecommunications services, but also helps shape the very foundation of the country’s digital economy.

What makes this journey even more promising is the alignment between Ooredoo’s ambition and Algeria’s own vision for digitalization. The country is clearly embracing the digital future with strong governmental support, forward-looking policies, and a growing national appetite for innovation and tech-driven progress. This environment is a tremendous asset. It gives us the momentum, the infrastructure, and the inspiration to dream bigger, move faster, and build smarter.

In this context, Ooredoo is not just adapting to the future; we are helping to build it. Our strategy is centered on empowering local talent, enabling digital entrepreneurship, and making advanced technologies accessible to all Algerians, regardless of their region or background. We are investing in AI, IoT, cloud solutions, and digital platforms that will unlock new opportunities for both individuals and businesses.

My vision is clear: to see Ooredoo become not only a telecom leader, but a catalyst for digital inclusion, a driver of economic transformation, and a proud partner in Algeria’s journey toward a more connected, dynamic, and competitive future. With the right vision, the right people, and the right environment, I believe we are just getting started.