Yasser Shaker: Orange Strategy Ushers in New Era of Digital Trust and AI Excellence Across 18 Regional Markets
Morocco | Tamer Emam
Yasser Shaker, CEO of Orange Middle East and Africa and Chairman of Orange Egypt, announced that the Group’s new “Trust the Future” strategy identifies trust as the fundamental pillar for delivering connectivity services. Speaking at a global conference hosted by Orange in Morocco, Shaker emphasized that telecommunications has evolved into an indispensable necessity for education, healthcare, and government services, making service quality and continuity essential to building sustainable customer relationships across all markets.
Shaker asserted that customer confidence in Orange is rooted in the company’s resilience against mounting geopolitical challenges and cyber threats. He noted that the Group adopts a multi-market operational model that strengthens its ties to local communities, adding that data protection and privacy are prioritized as both ethical and commercial commitments to ensure a secure digital environment for all users.
The CEO outlined that the new strategic roadmap is built upon three primary axes: First, deepening customer intimacy by providing personalized services driven by Artificial Intelligence to enhance satisfaction and loyalty. Second, driving growth through innovation in cloud computing, cybersecurity, and digital financial services. Finally, achieving operational excellence by leveraging global expertise and forging high-level strategic partnerships.
In a related context, Shaker pointed out that Orange’s distinctive edge lies in its proximity to the communities it serves, encapsulated in the slogan “Orange is Here.” This approach relies on highly qualified local talent capable of navigating the specific nuances of each market. He further noted that the company remains committed to its social and environmental responsibilities through sustainability initiatives and climate change mitigation, stressing that Orange’s objectives transcend commercial competition to contribute meaningfully to the comprehensive development of its host nations.
Shaker concluded by highlighting the vital role of Orange Digital Centers (ODC) as effective instruments for cultivating digital skills and empowering youth and women within the technology sector, noting that diversity is a catalyst for strength and innovation. He reaffirmed that Orange will continue to harness its global stature to introduce international best practices and adapt them locally, ensuring its leadership as the most trusted digital partner in the Middle East and Africa.
