The Brand

In many ways, this year has been a life-changing one for individuals, societies, and businesses alike. During 2020, our brand purpose was put to the test across all facets of every-day life, where staying connected became one of the ultimate priorities for every household and business alike. In response to the challenges, we stood alongside our customers under the motto ‘We’re in this together’ and responded to all their needs, using technology to bridge the physical gap between us.

Following the various restrictions and preventive measures such as social distancing, digital connectivity provided the safest and secure way to connect and maintain human connection. With our extensive fibre to the home reach, when the pandemic hit, we were able to ensure that households could connect to the internet and enjoying access to digital services through GigaHome.

To support our customers  through  this  trying  time, we extended our GigaHome ‘3 months on us’ offer. In addition, we doubled the GigaHome fibre speeds for our customers when remote connectivity became essential for distanced learning and working from home.

As part of our continuous efforts in combating impacts of the pandemic, we re-designed and digitized our services so that all transactions could be carried out electronically and delivered directly to our customers. Since most of our stores had to remain closed in the initial phases, we partnered and collaborated with various channels to establish and expand direct access to all of our services. As the government’s restrictions on physical interactions and business activity began to ease up, we responded to customers’ aspirations to be in full control of their Postpaid plans – to use what they need when and where they need it. We launched the “U Plan” platform in September and allowed users to re-design their Postpaid plans to suit their needs. For the first time in Qatar, customers are now empowered to allocate the amount of data and calls they need each month without being restricted to pre-determined data and call allowances.

Our GigaNet 5G network has been 100% 5G ready for over two years now, and customers with any 5G-enabled device can experience GigaFast 5G speeds and enjoy seamless and wide 5G coverage across Qatar. Towards the end of 2020, we launched our GigaNet 5G network campaign, inviting customers to experience GigaNet 5G as a result of the adoption by consumers of 5G enabled devices in the market.

This year, more people relied on the power of our network to stay connected, and as a brand, Vodafone Qatar has been able to partner with the nation to provide a seamless and instant connection anytime and anywhere. Our purpose of connecting for a better future was tested, proven and is now more relevant than ever as we continue to help people and society pioneer their ambitions and support human ability to bring the true magic of connectivity to life through the power of technology. Indeed #WeAreInThisTogether.

Getting closer to our customers

Retail footprint and experience

Leading in retail means efficiently expanding our footprint to be closer to our customers, being strategically present across the country and offering an unparalleled customer experience. Today, we have 27 retail stores across Qatar, and we plan to continue expanding our scope of operations and market share within the country. Despite the inherent challenges, in December 2020 we opened a new store at Doha Festival City, Qatar’s most popular mall. Each one of our stores takes customers on a branded journey where they experience the quality, convenience, transparency, simplicity, and the reliability of Vodafone’s products & services.

The pandemic undoubtedly had an impact on our overall operations and services. However, we quickly came up with a methodical business contingency plan to ensure we could continue to meet, if not exceed, the service and quality expectations of our customers. This included opening 53 additional kiosks and partnering with key retail channels to enable our customers to enjoy Vodafone’s full range of services, despite the logistical difficulties posed by the various restrictions. We also assigned a special task force to oversee that our service distribution reached all key areas within Qatar, including the industrial area that was subjected to strict lockdown rules.

All open stores and kiosks followed the strictest health & safety guidelines and implemented the precautionary measures necessary to guarantee the wellbeing of both customers and employees. Sanitizers, face-masks and gloves were made available to, and used by, all customers and employees, on top of temperature checks and social distancing that was enforced within all Vodafone premises.
For customers isolating, we partnered with Talabat to give them the ability to order recharge cards delivered to their doorsteps and to enjoy the convenience of being able to pay their bills from the safety of their homes.

Retrospectively, we were able to provide our customers with a better service experience in 2020, by focusing on following three prime initiatives:

Stores on Wheels

We launched the mobile store service, Stores on Wheels, to reach customers across a larger area of operation, and better satisfy and adapt to constant changes in demand. Our Stores on Wheels  are fully branded and have qualified advisors to assist customers and offer a range of services such as Postpaid, Prepaid & MBB plans, migrations, SIM swap, and bill payments.

Expanding our services to the mass market

As a telecommunications company, outreach and coverage are integral to our brand identity. Thus far, we have created 400 mass-market outlets giving post-purchase sale services to customers. In 2020, our electronic top-up recharge and Postpaid bill payment services reached the 1,500 outlets mark through the Vodafone’s Dealer Application. Moreover, we partnered with Qatar Islamic Bank (QIB) and QPAY International LLC, one of Qatar’s largest financial technology (FinTech) service providers, to  make our electronic recharge and bill payment services available via their QIB select Point of Sales (POS) machines, located at more than 350 locations across Qatar.

Expanding our digital footprint to Doha Metro Stations

The Qatar Rails project is currently at the forefront of innovation and development in the country with thousands of people using the metro for their daily transportation needs. Our Self Service Machines (SSMs) are now conveniently available for commuters in 4 Doha Metro Stations- Msheireb, Umm Guwalina, West Bay, and Wakrah.

Innovation through responsible data analytics

Vodafone Qatar continues to evolve as one of the leading users and now providers of Big Data and advanced analytics in Qatar. In 2020, we have taken our internal expertise and investment in technology in this area and launched, for the first time in Qatar, a range of Big Data and advanced analytics solutions  and services for governmental and corporate organizations in the country. We are delighted that Qatar National Tourism Council, one of the key organizations that play a major role in delivering one of the pillars of Qatar National vision 2030 has chosen Vodafone to provide them with Big Data & Advanced Analytics solutions.

Privacy and data security are always our highest priority

Ever since our privacy policy was updated in Q4 2019, we have continued to see that by placing this above all other commitments, our customers feel secure and confident to work with Vodafone Qatar as we enter an age where the areas of digital communications and Big Data are rapidly evolving on a global scale. Vodafone Qatar is committed to exceeding customer expectations in this area and strives to go beyond meeting our legal obligations to protect and secure customer data. We place the highest possible value in this aspect of our business.

We CARE 2020

Throughout 2020, we focused on digitization and prioritizing customer experience. The “Digital Vodafone” programme, along with Experience initiative “CARE” enabled us to deliver a leading digital customer experience, leverage the latest data analytics techniques, automate and simplify our operations and adopt new agile ways of working. With CARE, we ensured our customers were Confidently connected, Always received excellent service, were Rewarded for their continued loyalty, and could Easily access all our channels.

The pandemic has given rise to the majority of customers preferring to interact through our digital channels.

These channels provide customers with a wide range of digital-only products and services, in addition to other benefits such as completing transactions in a more convenient manner. This was aided by the availability of critical features such as ‘save your card’, ‘payment e-receipt’ and ‘recharge from credit balance‘. The introduction of the “My Vodafone Portal” also enabled the concept of ‘self-service‘, and with new features continually being added to the portal will allow us to deepen our experience initiatives.

Moreover, our accelerated fixed fulfilment momentum ensured homes were always connected without any disruption. This allowed us to broaden our horizons and reach new customers.

In 2021, we will further accelerate the pace towards our digital transformation journey, mainly by focusing on scaling up real-time and personalised offers, deploying artificial intelligence, and radically simplifying the access and use of our services while continuously focusing on optimizing the customer experience.

Enabling customers to perform better

Our GigaNet network is the foundation of our products and services. We enable a Gigabit society where everything and everyone is instantly connected whenever and wherever they are. We are committed to enabling business success and sustainability in a constantly changing digital world. In  2019,  to  meet the growing demand for data and digital connectivity solutions, we made major investments to upgrade our network and IT systems, to provide our customers with a secure and reliable network across Qatar. In 2020, significant additional investments were made as follows:

Further expanded 5G to propel Qatar’s economic growth and provide businesses and individuals alike with access to the latest 5G technology. We expanded our 5G connected sites to include Hamad International Airport, the first airport in the region with 5G; Mall of Qatar, one of the first malls in the region with 5G; several hotels including Msheireb, Park Hyatt and Mandarin Oriental; in addition to dozens of residential locations including Al Waab, Umm Salal, Al Rayyan, Gharaffa, Abu Hamor, Mamoura, Al Sadd, Bin Mahmoud, Muntazah, Bin Omran, Madinat Khalifa, Al Aziziyah and Msheireb. Outside the capital Doha, Vodafone 5G is in Al Khor, Al Wakra and several camping areas in Sealine.

Expanded and almost doubled our fibre network to reach more business and home customers, giving them a resilient and secure digital connection across Qatar. This expanded and secure connectivity ensured we kept more customers confidently connected, especially during the COVID-19 disruptions that imposed a new normal for work, learning and life in general.

Extended our mobile coverage deploying more active mobile sites, an additional 25% to our network towers and coverage points.

Increased our Core Data Centres by 50% and introduced a third data centre for our Data core network enhancing our capacity efficiency and promoting resilience.

Expanded our private cloud technology to modernize data core network that allows our customers to benefit from our network scalability, resilience and efficiency, giving them unmatched data experience on Vodafone’s GigaNet Network.

Network Performance

Independent Network Performance Audits. Our investment in network modernization has paid off with positive results recognised by both local and international institutions. In the Communications Regulatory Authority (CRA) Quality of Service Audit Report published in June 2020, Vodafone’s GigaNet network showed outstanding performance, continuing year on year improvement. We are proud of the improvements in our network availability and stability.


To maintain our competitive edge and support Qatar’s 2030 National Vision, we are running trials for the introduction of Artificial Intelligence and Machine learning advanced techniques in network operations.

Cyber security

Our network expansion, exponential data demand locally and globally, and an ever-growing digital connected universe continues to impose cybersecurity demands for our business and customers. We, therefore, continue to invest in upgrades and modernization of our cyber defence systems with the latest state-of-the-art technologies.

Providing more to enterprise customers

The pandemic has had a tremendous impact on Qatar’s various sectors – businesses, employees and customers had to quickly adapt to the changes in how they run their business, work and even receive services. The power and capacity of our digital connectivity solutions were tried and tested, keeping our customers connected throughout the crisis. Our technical and support teams ensured our essential communications services were available to customers so they can stay connected when they most needed it reaffirming our commitment to being businesses trusted digital services provider.

The pandemic accelerated many businesses and institutions’ need to upgrade the digital infrastructure and technologies they had in place with solutions such as Unified Communications and collaborations (UCs), Virtual Private Networks (VPNs), and cloud capabilities, to enable remote working and learning.

Moreover, the Company supported its enterprise customers across all sectors ensuring they had the right digital technology at the right time. Vodafone’s connectivity solutions enabled employees to work safely and secure remotely by connecting to cloud apps via their respective office networks, while our cloud services and co-location services offered the level of security they need.

In 2020, we achieved the following enterprise milestones:

Vodafone Fibre footprint expansion:
We increased our fibre footprint, now reaching more business areas, allowing us to connect a higher number of new customers than the previous year. Our state-of-the-art high-speed fibre is now connecting and enabling enterprises to optimize, automate, and innovate using Vodafone’s GigaNet Fibre.

Strategic partnership with TASMU Innovation Lab: We  partnered  with  the  Ministry  of  Transport & Communications (MOTC), giving researchers the ministry’s TASMU Innovation Lab access to the latest technologies and solutions. TASMU Innovation Lab is part of the TASMU program, an MOTC initiative that creates an enabling and collaborative environment for  innovation and technological development. As one of the strategic partners of TASMU Innovation Lab, Vodafone Qatar will support and empower visitors who may benefit from the company’s technologies and capabilities.

Partnership with Microsoft on collaborative solutions for remote businesses: Our partnership with Microsoft is focused on promoting digital services and support for businesses of all sizes to work confidently & securely remotely. The partnership includes a set of workplace solutions to work and collaborate remotely through Microsoft 365, including Microsoft Teams.

Launched the My Vodafone Portal for businesses to digitally manage their services: A self-service tool for businesses of all sizes.

Partnership with Qatar Rail: We partnered with Qatar Rail to launch a public Wi-Fi service on the Doha Metro Red, Green and Gold Lines, providing passengers with internet access in all stations and onboard the trains.

Launched Social Wi-fi Solution: To offer our customers innovative digital solutions, we launched the Social Wi-Fi service to help hotels, restaurants, cafes, gyms, salons, and all businesses alike to transform their free guest Wi- Fi into a powerful tool to understand, engage, and offer a better experience to their customers.

Launched GigaTV for businesses: GigaTV service has been made available for public viewing to enable hotels, restaurants, cafes, gyms, salons, and various businesses to offer a unique experience to their customers and visitors.  The  internet-based  GigaTV  is  being  offered for free for public viewing with any Vodafone Business Broadband subscription.

Launched Fixed Number Portability: As part of offering customers in Qatar flexibility to switch operator and still keep their existing fixed numbers, we launched Fixed Number Portability (FNP). FNP makes it easy for business customers to choose and benefit from Vodafone’s wide range of tailored solutions, without disruption to their fixed-line service and business.

Launched Vodafone Sharek plans: A new innovative concept that offers small and medium-sized enterprises (SMEs), for the first time, a way to design their own mobile plans and easily distribute benefits to their employees via the My Vodafone App whenever they want.

Partnership with KAHRAMAA: We partnered with Qatar General Electricity & Water Corporation (KAHRAMAA) to digitalise Qatar’s utilities industry, with smart meters powered by the Internet of Things (IoT) rolling out nationwide. A total of 600,000 smart meters will be installed to substitute manual readings.

Vodafone powers New Loop Scooters with IoT: Vodafone Qatar is supporting an innovative new Qatari start-up, Loop Mobility, with the IoT) to power its smart scooter sharing service. The Company tailor-made the IoT solution to fit Loop’s requirements for rolling out hundreds of electric scooters in Doha that are available for use by anyone.

Our people and culture

In a defining and challenging year like 2020, our employees proved once more that they are one of the main pillars of our company’s success. Their commitment and agility delivered a  great  network  performance and outstanding customer experience, ensuring that businesses, individuals and families were confidently connected as the pandemic introduced a new normal.

The Vodafone Way underpins the Company’s culture and purpose, which at its core focuses on three principles: speed, simplicity, and trust. We want our people to respond swiftly and effectively to challenges and opportunities, especially those that affect our customers. Avoiding unnecessary bureaucratic, costly, and cumbersome internal processes is a priority. The Company’s culture ensures business activities and decisions recognise the importance of earning and retaining the trust of our customers, employees, and stakeholders.

The Company’s leaders foster a culture where communication, teamwork, and trust come together to enable great outcomes. It is this culture that continues to drive innovation across our business.

Attracting and developing great people

Building a solid base of future leaders is critical for the sustainability of our organization, which is why in 2020, we continued hiring Qataris in our Discover Graduate Programme and Internship programme despite the challenges posed by the pandemic. Due to the current circumstances, Vodafone designed a hybrid internship to give students the flexibility to work on projects in the office and remotely. The programme created a valuable opportunity for the interns to build a professional network while learning the in-demand skills that will enhance their future employment prospects.

Vodafone attended various career fairs in the first quarter of this year to identify the ‘next generation’ of Vodafone leaders and hiring the best talent from universities. We have also made great strides over the year to increase the number of Qataris in the company.

Our Youth programme is part of our Qatarization initiative, which is an integral part of Qatar’s 2030 National Vision that is aimed at developing the Qatari workforce through education and training. This is a fundamental part of our organization’s transition towards adopting a business strategy that optimally utilizes the productive capabilities and creative insights that young people have to offer.

Since our human capital is our biggest asset, it is within our aims to develop future talent and build key capabilities within the business, bringing creativity and innovative digital solutions to life. As such, we made sure to remotely continue building the capacities and improving the skills of our existing employees, using all the virtual mediums, applications and technologies currently available. Furthermore, considering that the telecommunications industry was undergoing constant changes, we also used all the means available to us to attract new talent and excel in this rather crucial period of the market’s cycle.

Recognising performance

Our reward programme is one of the leading HR programmes in Qatar and a core part of our retention strategies. We reward people based on their performance, potential, and contribution to our values and success. To maintain compliance with our fair pay standards, we regularly benchmark and monitor our pay practices on a regional and industrial level. This ensures that our pay practices, including retirement and other benefit provisions, are:
  • Compliant with all local legislation
  • Free from discrimination
  • Market competitive
  • Easily understood
Global short-term incentive plans are offered to a large percentage of employees. Senior managers are eligible for global long-term incentive plans. Our arrangements are subject to company-level and individual performance metrics.

Creating a safe place to work

The health & safety and wellbeing of our partners and suppliers have always been and will continue to be our top priority. That being said, Vodafone Qatar was keen on adhering to its responsibility by integrating health and safety rules in the Company’s core values. Accordingly, the management team led by example and conducted visits to different locations every quarter, to ensure that health & safety protocols were in place. Such initiatives have helped instil a culture of attentiveness, thereby encouraging our partners to recognize and live by the same standards.

Financial & Operational Highlights

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