Faisal Alatig – CEO, channels by stc speaks with Teletimes International in an exclusive interview
Gulraiz Khalid
Faisal Alatig is the CEO of channels by stc, with over 21 years of experience. He received his bachelor’s degree in systems engineering from King Fahd University of Petroleum & Minerals and a master’s degree in business administration and management from King Saud University. In addition, Alatig has participated in different leadership and management courses and received various certificates in both management and leadership. He has held leadership positions in stc Group and channels by stc including vice president of strategy and category management at channels by stc. Also, he has chaired the executive committees of channels Bahrain and Oman.
Gulraiz Khalid: Could you tell us more about channels, its long-term vision, and how you plan to achieve it?
Faisal Alatig: channels by stc is the sales and distribution arm of stc Group. It has grown to be one of the leading companies in sales and distribution in the telecommunications sector in Saudi Arabia, Bahrain, Oman, and Kuwait and the preferred partner for major telecom companies in the region, and key players in the industry like Apple, Samsung, Huawei, Lenovo, ASUS, Microsoft, Amazon, and many more. Our commitment has been and will always be to remain the most distinguished partner in the field, as we strive continuously to reach our partners and customers through operational efficiency and high level of services.
As part of channels by stc strategy, the company has successfully helped all sectors fulfill the needs of the markets in which we operate and create solutions of outstanding quality. By increasing the capacity of core services, seizing opportunities for growth, and leading regional markets, the company’s strategy is increasingly focused on the growth cycle and developing capabilities to world-class standards.
channels by stc emerged as a key provider of digital services and offerings more than telecommunications. Today, we offer our customers continuous services and experiences through unsurpassed service levels, from smart home devices to advanced smart TV’s and installation sets, these devices offer convenience, entertainment, and connectivity. These devices offer users the ability to automate and control various aspects of their homes. But that doesn’t stop here; we are continuously upgrading our offerings and services, keeping up with market trends in innovation and technology, diversity, and persistence to remain a leader in the industry for years to come. By achieving the goals of our strategy, we rely on the contributions of our distinguished workforce that elevates our business towards broader horizons as our business has full-fledged and will continue to grow and expand in the future.
GK: What are channels by stc’s different business prospects? How do you measure the success of each one of them?
FA: Our success is associated with our brand support, operational capabilities, and customer-oriented approach, reinforced by diversified offerings and a well-experienced workforce.
In a dynamic industry with new market trends constantly on the rise and ever-evolving customer demand, we provide well-defined products and end-to-end service offerings to both B2C and B2B. We no longer offer only traditional products and solutions to our customers. However, we focus more on diversifying our range of devices, such as smart TV’s, tablets and smart home devices. This diversification allowed us to reach a broader range of customers, offer them solutions catered to their needs, and expand our footprint mainly in KSA, Oman, Bahrain, and Kuwait. Today, the company serves 15 million+ customers and operates over 70,000 points of sale and 137 distribution hubs.
The distribution model is a success story for us with the introduction of the company’s last-mile delivery service, “dal”. The service gave the company immense value and became one of the growth opportunities we are currently investing in, all in line with Vision 2030 and contributing to the digital transformation journey of Saudi Arabia. Today, dal counts more than 16,000 agents with more than 9.7 million successful delivery orders/processes.
Moreover, the experience gathered from our retail and distribution networks as we serve stc and other clients has put channels at the forefront of every partner.
Additionally, channels by stc was able to reinforce its business relationships and grow to become an authorized distributor for five of the most well-known television manufacturers. As a result, its sales in 2022 increased by more than 100% compared to 2021.
GK: How do you approach company growth and expansion, and what factors do you consider when targeting potential business opportunities?
FA: “channels by stc” is known for being a forward-thinking company that is always looking to explore and create new business streams by continuously keeping up with the latest technology trends and meeting future challenges. With a clear strategic roadmap and diversified products, we continue capitalizing on growth opportunities locally and regionally to increase market share further and reach a dominant position in key growth markets.
As mentioned, we provide a wide selection of products, such as laptops, tablets, audio devices, and wearables for personal use, as well as broadband, monitors, TVs, and other smart home devices. Our role is to meet the booming demand by expanding partnerships and services offered to our customers, introducing new service offerings and products, and increasing the focus on direct customers, SMEs, and B2B businesses.
When we decide about new markets and business opportunities, we focus on the market’s needs and demands. In response to this demand, we introduce new solutions and launch new products and offerings.
GK: Can you tell us more about the last mile delivery service, what achievements this service accomplished, and how did it enhance channels by stc’s business in distribution?
FA: “dal” service is a game-changer for last mile delivery, providing a secure and intelligent application for delivery agents to manage every aspect of service. The name “dal” is derived from the Arabic term “Dalilah”, which is used to describe someone who is familiar with the road and guides others. With this innovative solution, partners can enjoy a more seamless experience with flexible delivery; the service also helps promote the growth of the retail, banking, and health sectors by providing detailed information at every step and allowing partners to track deliveries in real-time.
“dal” operates in more than 128 cities in KSA, thanks to the hard work of over 16 thousand professional agents. Some deliveries do not take more than half an hour, and most are delivered on the same day. Which resulted in over 9.7 million orders being successfully delivered and a 98% satisfaction rate.
We ensured that “dal” was more than just a platform by continuously managing and developing it with maximum flexibility. Additionally, we implemented innovative features that assign delivery requests to agents based on location and destination, ensuring an efficient and effective delivery process and facilitating instant chats and smart notifications between delivery partners.
“dal” was recognized by multiple organizations for providing a customer-centric platform and succeeding in delivering exceptional performance in the last-mile delivery solutions. Our commitment to providing rapid last-mile deliveries and reducing lead times through our multi-model approach has been critical to our success in the market.
