But setting up and running Globe’s incubator arm, as she did for a year and a half prior to the pandemic with a newly launched Globe subsidiary, is no easy feat. The switch from the expansive corporate machinery of a major telecoms operator to the more nuts-and-bolts operations at a start-up can be jarring. Unpredictable revenue prospects, elevated risk and the overall uncertainty of the project are the most noticeable differences, but equally, she recognizes the latent potential for innovation and creativity that comes with an incubator that is relatively free from burdensome revenue expectations. “You’re not necessarily going to be delivering revenue at an incubator; it may come some time after launch. There’s also a lot of uncertainty; it’s a bit like being kicked out of your mother’s home and then fending for yourself,” she adds.
Issa identifies the tremendous amount of change the Globe incubator saw during the pandemic, which in a 12-month period forced a pace of change that under normal circumstances would take five years to unravel.
That has undoubtedly presented some challenges in terms of business continuity, but she sees changes arising because of the pandemic, and the associated acceleration of digital transformation as further opportunities for getting closer to the customer. Operators can use all manner of different tools to democratize and personalize their digital offers at scale, from data analytics to research and marketing, although she understands that a more detailed knowledge of the customer base should be accompanied by robust privacy protocols to preserve trust.
“It’s crucial to have a good grasp of the customer at any given time and always keep them front and center,” she says. “We know so much about them that it would be such a disservice if we didn’t do a good job by them.”