WANA B2B Operations Launch
Strategic PMO for launching and structuring B2B client operations for Morocco's 3rd telecom operator, establishing enterprise market positioning.
Project Context
In 2006, WANA (now Inwi) was establishing itself as Morocco's third mobile telecommunications operator, having launched consumer mobile services in 2002. The company recognized that sustainable growth required diversification beyond the consumer segment into the lucrative enterprise B2B market.
However, B2B telecommunications operations differ fundamentally from consumer services in terms of sales cycles, technical requirements, account management, and service delivery. WANA needed to build an entirely new operational capability from the ground up while competing against entrenched incumbents with established enterprise relationships.
Key Challenges
- •Structuring B2B operations from zero base while maintaining focus on core consumer business
- •Defining product portfolio, pricing strategy, and service delivery models adapted to enterprise clients
- •Building sales force, technical support teams, and account management capabilities
- •Establishing credibility with enterprise clients despite being a new market entrant
- •Competing against Maroc Telecom and Méditel's established B2B operations and client relationships
EXXING's Approach
B2B Strategy & Positioning
Developed a comprehensive B2B market entry strategy defining target segments (SMEs, large enterprises, government), value propositions, and competitive positioning. Conducted market analysis to identify underserved segments where WANA could differentiate against incumbents through pricing, service quality, or innovation.
Product Portfolio Design
Structured a complete B2B product portfolio including mobile voice/data plans, fixed connectivity solutions, VPN services, and managed services. Defined pricing models, service level agreements (SLAs), and contract structures adapted to enterprise procurement processes. Ensured technical feasibility and operational readiness for each offering.
Operational Structure & Processes
Designed the organizational structure for the B2B division including sales teams, technical pre-sales, account management, and dedicated customer support. Established operational processes for lead generation, proposal development, contract negotiation, service provisioning, and ongoing account management. Created performance metrics and reporting frameworks.
Launch Program Management
Provided PMO (Program Management Office) services to coordinate the B2B launch across multiple workstreams: product development, IT systems, sales enablement, marketing campaigns, and partner ecosystem development. Managed timelines, dependencies, risks, and stakeholder communications to ensure coordinated market entry.
Results & Impact
Successful Market Entry
Launched WANA's B2B operations on schedule with complete product portfolio, operational infrastructure, and sales capabilities in place.
Operational Excellence
Established scalable operational processes and organizational structure enabling efficient client acquisition and service delivery.
Competitive Positioning
Differentiated WANA in the enterprise market through innovative service bundles and competitive pricing, gaining market share from incumbents.
Revenue Diversification
Created a new revenue stream for WANA beyond consumer services, establishing foundation for long-term enterprise client relationships.
Strategic Impact
The successful B2B operations launch transformed WANA from a consumer-focused mobile operator into a full-service telecommunications provider capable of serving enterprise clients. This diversification strengthened WANA's competitive position in Morocco's telecom market and established the foundation for subsequent growth in corporate and government segments.
The operational frameworks, processes, and organizational structures implemented during this mission continued to serve as the backbone of WANA's (now Inwi's) enterprise business for years following the initial launch, demonstrating the long-term value of structured operational design.
Methodology & Expertise
This mission leveraged EXXING's expertise in telecom operations structuring, market entry strategy, and program management. The approach combined strategic analysis with hands-on operational design and launch execution.
Market Analysis
Competitive benchmarking, segment prioritization, and positioning strategy
Operations Design
Process mapping, organizational structure, and performance metrics
PMO Services
Program coordination, risk management, and stakeholder alignment
Planning a B2B Operations Launch?
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