‘Zong is building Pakistan’s digital and intelligent future’
Nabila Yazdani is a seasoned telecom and technology professional with 30 years of experience in corporate strategy, business development, customer experience and digital transformation. She has been associated with Zong (China Mobile Pakistan) since 2007, holding various leadership positions and contributing to the company’s strategic growth and transformation. Currently serving as Director Strategy, Communications and Sustainability as well as Company Spokesperson, she brings extensive industry experience and insights into Pakistan’s evolving telecom landscape, digital connectivity and the opportunities and challenges facing the sector.
Following are the edited excerpts of a recent conversation BR Research had with her:
BR Research: PTA’s March 2026 spectrum auction allocated 480 MHz of new spectrum, of which Zong secured 110 MHz. How does Zong plan to use this additional spectrum to improve 4G services and introduce 5G? What changes can customers expect in network quality, coverage and internet speeds?
Nabila Yazdani: Since its inception, Zong has been driven by a long-term vision to serve as a technology partner for Pakistan, advancing the country’s digital transformation through sustained investment, innovation, and world-class infrastructure. Backed by China Mobile, the world’s largest mobile network operator and a global leader in 5G innovation, Zong has consistently brought global technological advancements to Pakistan.
Zong serves 56 million+ subscribers through 17,000+ network sites, including 1,000+ 5G sites nationwide. In the Twin Cities, Zong leads the industry with 275+ 5G-enabled sites and 1,000+ total network sites. Its fibre footprint exceeds 26,000 kilometres. Continuous capacity enhancements, congestion management and advanced technologies such as Carrier Aggregation optimize spectrum utilization, improve network efficiency and strengthen data performance, delivering an enhanced customer experience, particularly during peak usage hours.
Our journey has been marked by pioneering milestones, including becoming the first operator to acquire 4G spectrum in Pakistan, conducting the country’s first successful 5G trial, and achieving South Asia’s first 5G video call. These achievements reflect our commitment to bringing global innovations to Pakistan.
Zong’s acquisition of 110 MHz of spectrum in the March 2026 auction marks another significant milestone in our long-term technology strategy. It strengthens existing network performance while accelerating 5G deployment, providing the capacity and bandwidth needed to support growing data demand, higher speeds, wider coverage, and lower latency.
Building on our network modernization and expansion, we have already deployed and integrated over 1000 5G and 4G TDD expansion sites across major cities and urban centres. The additional spectrum will help optimize network performance, manage rising data demand, and progressively introduce next-generation connectivity. Our focus is not simply on faster speeds but on transforming how customers experience connectivity in their daily lives.
For 4G customers, our priority is to deliver a more consistent, reliable, and ultimate experience. Additional spectrum will increase capacity, reduce congestion, and improve data performance, particularly in high-traffic areas and during peak hours. Technologies such as Carrier Aggregation, which combines multiple spectrum carriers for greater bandwidth, will further improve network efficiency. We will continue modernizing our 4G infrastructure alongside 5G expansion to ensure reliable connectivity for all customers.
For 5G customers, the spectrum lays the foundation for next-generation connectivity and a future-ready digital ecosystem. Higher speeds, lower latency, and greater capacity will improve customer experience while unlocking opportunities in cloud computing, Artificial Intelligence, connected devices, smart infrastructure, industrial automation, and enterprise technology.
Our ambition goes beyond network expansion and faster connectivity. We are pursuing a broader technology strategy centred on Ultimate Customer Experience, a Diversified Products and Services Portfolio, and AI Enablement. By combining advanced connectivity with computing power, intelligent solutions, and strategic partnerships, we aim to develop innovative digital services and co-create solutions that accelerate Pakistan’s digital future..
BRR:What are Zong’s plans for investing in and rolling out 5G across Pakistan? How will the company balance 5G expansion with the need to improve existing 4G services, particularly in rural and underserved areas?
NY: Our 5G service is now available in more than 35 cities, and we continue to expand our footprint in line with customer demand, business priorities, and network readiness. Our approach is to advance next-generation connectivity while strengthening our existing 4G network.
Our strategy is to expand 5G without compromising the 4G experience that serves the majority of our customers. 4G will remain the primary mode of internet access for most Pakistanis for years to come. We are pursuing a balanced, customer-centric investment approach, expanding 5G where it delivers the greatest value while improving 4G coverage, capacity, speed, and reliability. This ensures that technological progress translates into a better customer experience across major cities and smaller towns.
Our focus also extends to rural and underserved communities, where reliable connectivity can improve access to education, healthcare, digital banking, entrepreneurship, and government services. Bridging this digital divide requires close collaboration between telecom operators and the government to address infrastructure costs, energy constraints, and connectivity challenges in remote areas.
For Zong, the objective is to make connectivity more meaningful, inclusive, and accessible. Whether customers rely on 4G today or adopt 5G tomorrow, they should benefit from a reliable network that enables them to learn, work, communicate, and participate in Pakistan’s digital economy.
BRR:Pakistan remains a price-sensitive market, with relatively low average revenue per user (ARPU) and high infrastructure costs. How strong is the business case for 5G in Pakistan? Does Zong see enough demand to justify the investment?
NY: The business case for 5G in Pakistan is promising, provided investments are strategically aligned with market demand, customer affordability, and long-term sustainability. In a price-sensitive market, customers expect better connectivity and meaningful digital services at affordable prices, while operators face substantial investments in spectrum, equipment, energy, and infrastructure. For Zong, the priority is to translate these investments into tangible customer value while building a sustainable foundation for growth.
We see 5G’s potential extending well beyond faster mobile internet. It can enable new digital services, improve enterprise productivity, connect devices and machines, and support applications across logistics, agriculture, and industry. As Pakistan’s digital economy evolves, high-performance connectivity can help businesses improve efficiency, develop new services, and compete more effectively.
However, adoption will take time and vary across customer segments and geographies. Device affordability, consumer demand, enterprise readiness, and the availability of relevant digital services will determine the pace of growth.
That is why we are pursuing a balanced, phased investment approach, expanding 5G according to customer needs, business priorities, and network readiness while strengthening 4G coverage, capacity, speed, and reliability. This allows us to advance next-generation connectivity without compromising the experience of customers who continue to rely on 4G.
The pace of adoption will also depend on energy costs, taxation, currency fluctuations, affordable 5G devices, and a supportive regulatory framework. Collaboration between the government, industry, and the broader technology ecosystem will be essential to improve investment viability, accelerate adoption, and extend connectivity to underserved communities.
For Zong, the business case for 5G is ultimately about sustainable value creation, not simply deploying new technology. Our focus is on investing responsibly, developing services that meet real customer and enterprise needs, and expanding connectivity in a way that supports commercial sustainability and Pakistan’s digital and intelligent transformation.
BRR:Businesses are expected to benefit from 5G before ordinary consumers. Which sectors in Pakistan are likely to benefit the most from technologies such as IoT, smart factories and cloud services? Are Pakistani businesses ready to adopt these solutions?
NY: I believe the greatest opportunities for 5G and digital technologies in Pakistan lie across key economic sectors and business hubs, including manufacturing, agriculture, logistics, healthcare and education, where connectivity, data and automation can transform productivity, operational efficiency and service delivery. Zong is leading this transformation as we are the only operator to deploy a 5G-ready Active DAS Indoor Building Solution (IBS), at the Islamabad International Airport extending high-performance connectivity beyond conventional outdoor coverage.
In manufacturing, connected machinery and automation can reduce downtime and optimize energy consumption. In agriculture, IoT-enabled irrigation and soil monitoring can improve resource utilization, while real-time tracking can enhance logistics and supply-chain efficiency. Similarly, reliable connectivity and cloud platforms can expand access to healthcare and education, particularly in underserved areas.
The real transformation will come from integrating 5G, cloud computing, Artificial Intelligence, and the Internet of Things (IoT). Connectivity enables communication, cloud provides computing power, and AI converts data into insights and intelligent decisions. Together, these technologies can transform how businesses operate and compete.
A key milestone is Z SAIS Public Cloud and Intelligent Cloud Computing Center. Through locally hosted, sovereign cloud infrastructure and Tier III-certified data centres, supported by international ISO security standards, Z SAIS offers Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), and Software-as-a-Service (SaaS). This provides enterprises with secure, scalable computing services while supporting data-residency requirements.
Our enterprise portfolio also includes voice, internet, private data links, M2M and IoT solutions such as intelligent CCTV, cold-chain monitoring, and vehicle tracking, alongside DICT offerings. These solutions support real-time monitoring, asset tracking, and operational efficiency. Our focus is on solving practical business challenges rather than offering technology for its own sake.
These capabilities are particularly relevant to CPEC and Pakistan’s industrial development. Zong supports connectivity and digital infrastructure across CPEC projects, including Gwadar Port. As industrial and digital integration advances, reliable connectivity, cloud, and intelligent solutions will become increasingly important for industrial zones, energy projects, logistics, and smart infrastructure.
However, Pakistani businesses are at different stages of digital readiness. Larger enterprises are increasingly adopting cloud, automation, and data analytics, while SMEs need greater awareness, digital skills, affordable solutions, and clearer business returns. Adoption will depend on demonstrating tangible value rather than simply making technology available.
Zong’s role therefore extends beyond connectivity to becoming a long-term technology and digital transformation partner. By combining 4G, 5G, cloud, AI, IoT, and enterprise solutions, we aim to help businesses improve productivity, strengthen resilience, and unlock growth opportunities.Our ambition is to make advanced digital capabilities accessible to Pakistani businesses and contribute to a more productive, competitive, and intelligent economy.
BRR:Telecom operators continue to face challenges from high taxes, energy costs, currency fluctuations, and rising investment needs. How are these pressures affecting the industry’s profitability and ability to invest in better services?
NY:Pakistan’s telecom sector is a key enabler of digital and economic transformation, with the mobile ecosystem contributing over 6% of GDP, according to GSMA. However, maintaining network quality and expanding next-generation services require sustained investment. Rising energy costs, currency volatility, high taxation, and expensive imported equipment are putting pressure on profitability, limiting operators’ ability to expand and modernize networks.
These pressuresinfluence the pace at which operators can expand coverage, enhance network capacity, deploy new technologies, and improve customer experience. At the same time, Pakistan remains a price-sensitive market where customers expect better connectivity and digital services at affordable prices. This makes it essential for operators to balance investment requirements, operational efficiency, service quality, and affordability.
At Zong, we remain committed to strengthening our network, expanding 5G in line with market demand and investment priorities, continuously improving 4G services, and developing digital solutions that create tangible value for consumers and enterprises. As part of China Mobile, we benefit from the experience and long-term perspective of a leading global telecommunications group. However, sustained investment across the industry also depends on a viable and predictable operating environment.
Closer collaboration between the government, regulators, and telecom operators is essential. An investment-friendly tax framework, lower energy costs, and policies encouraging infrastructure development and technology adoption would help operators invest, innovate, and extend connectivity to underserved areas.
A financially sustainable telecom sector is essential for Pakistan’s digital future. It will enable reliable connectivity, wider 4G and 5G coverage, and greater access to education, healthcare, commerce, and financial services. Creating the right investment conditions is therefore not just an industry priority but vital for Pakistan’s broader digital transformation.
BRR: AI is already changing how telecom networks operate. How is Zong using AI to improve network performance, prevent service disruptions, and reduce energy costs? Have these efforts led to any measurable savings or improvements in customer experience?
NY: At Zong, we see Artificial Intelligence as a strategic driver of smarter networks, efficient operations, and better service delivery. AI allows us to move beyond traditional connectivity towards more predictive and autonomous operations. This is the future we envision through “Aisa Hai Future,” where technology delivers tangible value to customers and businesses.
While a strong and reliable network remains our foundation, AI enhances its potential through greater efficiency, improved customer experiences, and innovative digital solutions.
AI is transforming network management through real-time analysis, predictive insights, and intelligent decision-making. Rather than simply responding to traffic surges or network faults, AI can anticipate demand, identify congestion, optimize resources, and resolve issues before customers are affected. Our Self-Intelligent RAN Optimization initiative demonstrates this potential, reducing congestion resolution time from 3–5 days to 15–30 minutes in reported pilot results, improving capacity by over 10%, and increasing downlink throughput by up to 18%. For customers, this means the potential for smoother browsing, more consistent streaming and gaming, and reliable connectivity during peak hours.
Energy efficiency is another important area. As data demand grows and 5G expands, AI-enabled monitoring can optimize energy consumption according to network traffic while maintaining service quality. Beyond networks, intelligent automation, predictive maintenance, and faster data-driven decisions can reduce manual intervention, improve operational efficiency, and enable quicker responses to customer needs.
These capabilities support Zong’s broader strategy of integrating Communication, Computing Power, and Intelligent Services into a connected technology ecosystem. By combining connectivity, computing infrastructure, and AI, we aim to deliver smarter services, personalized digital experiences, and innovative solutions for consumers and enterprises.
Ultimately, AI’s real value lies in tangible customer benefits: fewer disruptions, consistent speeds, faster issue resolution, and seamless connectivity. While AI works behind the scenes, its impact is reflected in the reliability and quality of services customers experience every day.
BRR:Telecom companies are increasingly moving beyond traditional voice and data services into cloud solutions, enterprise technology, and other digital services. How does Zong see its business changing over the next few years? Where will future growth come from?
NY: As Pakistan’s leading technology services enterprise and a key enabler of digital transformation, Zong is evolving beyond traditional telecommunications to shape the country’s digital and intelligent future. Our growth strategy centres on the convergence of Communication, Computing Power, and Intelligent Services. Connectivity remains our foundation, but future value will increasingly come from digital experiences, enterprise solutions, cloud capabilities, and AI-powered services.
Communication Services will remain central to our business. Alongside expanding 5G and strengthening 4G, we are improving customer experiences through services such as VoLTE and Vo-WiFi. Z HomeFi, Pakistan’s first 5G Fixed Wireless Access home broadband service, is extending high-speed internet access without relying on conventional fixed-line infrastructure. Our focus is shifting beyond voice and data towards reliable, flexible, and seamless digital experiences.
Computing Power Services will be another growth driver as businesses and government institutions increasingly demand secure cloud platforms, data storage, and enterprise ICT solutions. Through our Tier III-certified data centres and Z SAIS cloud capabilities, we are expanding opportunities in enterprise cloud, managed services, cybersecurity, IoT, and digital infrastructure, helping organizations modernize operations and improve efficiency.
Intelligent Services, particularly AI, will shape the next phase of our transformation. Our AI-powered assistant, OZGPT, is accessible through web, app, SMS, USSD, and IVR channels in six local languages, making AI more accessible to customers. Similarly, Zikipedia, our AI-powered IVR helpline, provides information and assistance through voice-based interaction. These initiatives reflect our focus on inclusive and locally relevant AI solutions. Our AI innovation also extends to marketing, including Pakistan’s first fully AI-generated telecom commercial during the ICC Champions Trophy 2025.
Our My Zong App, with over 20 million monthly active users, is another important part of this ecosystem, offering digital self-service and customer engagement. We aim to further enhance it through personalized and AI-enabled experiences. Similarly, Z-Wallet and other initiatives in education, entertainment, and consumer services will help diversify revenue streams and extend connectivity into everyday digital experiences.
Enterprise digital transformation offers significant growth potential. By combining connectivity, cloud, AI, IoT, and strategic partnerships, we aim to deliver integrated solutions across intelligent surveillance, fleet tracking, cold-chain monitoring, industrial automation, data management, and managed ICT services. Our objective is to help businesses move from isolated technology deployments towards connected, intelligent, and efficient operations.
Ultimately, our transformation is not simply about expanding products or entering new markets. It is about moving from connectivity to capability, and from capability to intelligence. For consumers, this means better digital experiences; for enterprises, smarter solutions and infrastructure; and for Pakistan, a stronger foundation for a competitive digital economy. This is the future we envision through “Aisa Hai Future.”
Source: brecorder
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