Abdullah Khorami, Chief Business Officer at Etihad Salam Telecom Company (Salam), discusses Salam’s transformation from a telecommunications provider into an integrated digital partner and its role in advancing Saudi Arabia’s digital economy. Etihad Salam Telecom Company unveiled Salam B2B 2.0 at LEAP 2026, marking its evolution from a traditional telecommunications provider into an integrated digital partner. The strategy brings together connectivity, AI, IoT, cybersecurity, cloud and industry-specific expertise to help enterprises overcome integration challenges and achieve measurable business outcomes. Abdullah Khorami, Chief Business Officer at Etihad Salam Telecom Company, spoke to Tahawultech.com to discuss the company’s customer-led portfolio, its approach to end-to-end digital transformation and the role of smart factory and logistics solutions in supporting Saudi Arabia’s Industry 4.0 ambitions. Interview excerpts Salam launched B2B 2.0 at LEAP 2026. What does this evolution mean in practice, and how does it change the way Salam engages with enterprise customers? Salam B2B 2.0 represents our transformation from a traditional telecommunications provider into an integrated digital transformation partner. Our role is to bridge the gap between what customers need and what technology vendors offer. This repositioning allows us to remain relevant to enterprise customers, understand their business priorities, and deliver solutions aligned with their operational requirements. It marks a shift from selling telecommunications services to building long-term partnerships focused on digital transformation and measurable business outcomes. Many digital transformation projects struggle to deliver their intended outcomes. Why do you believe enterprises need a digital transformation partner rather than multiple technology vendors? Research cited by Boston Consulting Group indicates that 77 per cent of digital transformation projects fail to realise their potential value. Several factors contribute to this, including integration challenges, limited access to specialists capable of managing complex deployments and misalignment between technology solutions and business objectives. New technologies and vendors continue to