Sky telecom whips up a digital-physical retail concoction

Trusted stores program to use analytics to facilitate bi-directional transaction
Ali Kassab : "The aim is to bring a lot of flexibility and effortlessness in the way people will interact with retail.'
Ali Kassab : "The aim is to bring a lot of flexibility and effortlessness in the way people will interact with retail.'


Sky telecom, the Dubai-based telecom and digital enabler for ICT service providers and the consumer technology industry, has outlined its expansion plans through the MENA region for 2016. During the GITEX shopper 2016, the company has announced the introduction of its ‘Trusted Stores’ program in the UAE. Consumers would able to experience Sky Telecom’s convenient range of e-services first-hand at the show.

The program will connect consumers with several benefits, including mobile money, social wallet, e-payments, digital marketplace and virtual stores. Through the trusted stores program, consumers in the UAE will be able to connect, view, interact and transact with thousands of retail outlets dealing in telecom devices, accessories and services.

Through the company’s secured marketplace, ‘’, trusted stores can upload their data and provide access to their own online catalogue of products and services onto the digital platform. Trusted stores will have a package of tools to manage customer loyalty, inventory, e-payments and digital marketing in order to ignite their businesses and drive new traffic to the store across all channels.

Trusted stores can be identified by customers through Sky telecom’s trusted stores’ label, with offering information to consumers on where to locate their nearest trusted store. Phase 1 of the scheme will function through the marketplace connecting the retailers to consumers, and then a further stage will be added, including facilities to pay bills, top up phone credit and a customer rewards scheme.

The concept will drive the customer experience based on analytics gathered through the company’s marketplace. “Sky digital platform is a cloud platform that’s a first regionally,” said Ali Kassab, CEO of Sky telecom. “The aim is to bring a lot of flexibility and effortlessness in the way people will interact with retail, travel or services, for example. We have a number of planned initiatives that will positively impact the way people shop or play or manage their lives, and will evolve the consumer experience. We will be able to adapt according to the circumstances, such as a particular channel or demographic.”

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