Mission Statement, Vision, & Core Values (2026) of Itissalat Al-Maghrib (IAM) S.A.

Step into the strategic heartbeat of Itissalat Al‑Maghrib S.A. (operating as Maroc Telecom), a Rabat‑headquartered telecom champion founded in 1998 whose corporate compass-mission, vision and core values-drives solutions across mobile, fixed, broadband and digital services at home and across Africa; with a market capitalization of MAD 98.46 billion (late 2025) and 2024 results showing MAD 36.70 billion in revenue and MAD 1.80 billion net income, IAM pairs robust financials and a workforce of over 8,700 employees with explicit goals - from targeting a 30% reduction in carbon emissions by 2030 to aiming for a 15% revenue uplift via international expansion and a 90% customer satisfaction benchmark, backed by planned investments such as MAD 300 million in CRM systems - all rooted in core values of customer commitment, innovation, sustainability, integrity, teamwork and social responsibility that shape every strategic move and operational commitment, inviting you to explore how these measurable priorities translate into growth, service quality and long‑term value

Itissalat Al-Maghrib S.A. (IAM.PA) - Intro

• Headquarters: Rabat, Morocco
• Founded: 1998
• Brand: Maroc Telecom
• Regional presence: Morocco plus multiple African subsidiaries and investments

• Deliver reliable, accessible and innovative telecommunications and digital services that connect people and businesses across Morocco and Africa.
• Support economic and social development by expanding network coverage and digital inclusion.

• Be the reference telecommunications group in North and West Africa, driving digital transformation and sustainable growth for customers, shareholders and communities.
• Lead through network quality, customer-centric digital services and strategic regional expansion.

• Customer Centricity - prioritize service quality, responsiveness and user experience across consumer and enterprise segments.
• Performance - pursue financial resilience and operational efficiency, reflected in consistent revenues (MAD 36.70 billion in 2024) and market capitalization strength (MAD 98.46 billion late 2025).
• Innovation - invest in network evolution and digital products to meet evolving connectivity needs.
• Responsibility - foster employment (8,700+ staff), promote digital inclusion and adhere to environmental and social governance principles.
• Regional Partnership - build sustainable relationships with governments, regulators and local partners in African markets to support long-term expansion.

Itissalat Al-Maghrib S.A. (IAM.PA) - Overview

• Mission focus: deliver high-quality, customer-centric telecom services across mobile, fixed-line, broadband and B2B segments while keeping prices accessible and service quality high.
• Technology & innovation: continuous rollout of 4G/4G+ and 5G trials, fiber-to-the-home (FTTH) expansion, and digital platforms for customer experience and enterprise solutions.
• Sustainability: energy-efficiency programs, site rationalization, and gradual integration of renewable energy in network operations to reduce carbon footprint.
• Governance & integrity: adherence to ethical standards, regulatory compliance in Morocco and subsidiaries, and transparent stakeholder reporting.
• Growth strategy: deepen domestic market leadership, expand regional footprint via subsidiaries/partnerships, and monetise value-added services to drive shareholder returns.

• Network leadership: aggressive fiber roll-out and mobile network densification to support increased data consumption and enterprise connectivity.
• Customer experience: digital billing, self-care apps, and contact-center modernisation to reduce churn and improve satisfaction scores (NPS improvement targets set annually).
• Service affordability: tiered tariff plans, widen prepaid/postpaid mix, and bundled offerings to maximize penetration across income segments.
• International footprint: revenues and operations from subsidiaries and stakes in West Africa and other markets contribute diversification and scale.
• Sustainability & CSR: measurable targets for energy consumption reduction, e-waste management programs, and community digital inclusion initiatives.

• FTTH expansion: year-on-year broadband subscriber growth supported by targeted CapEx; FTTH penetration increased in urban centers.
• 5G readiness: spectrum acquisition and pilot deployments to enable enterprise solutions (IoT, cloud connectivity, low-latency services).
• Green network projects: adoption of hybrid solar systems at remote sites and energy optimization in data centers to cut diesel usage and emissions.
• Ethics & compliance: strengthened reporting and governance frameworks to align with market regulators and international best practices.

Itissalat Al-Maghrib S.A. (IAM.PA) - Mission Statement

Itissalat Al-Maghrib S.A. (IAM.PA) positions its mission around delivering high-quality, accessible, and innovative telecommunications services that drive socioeconomic development in Morocco and selected international markets. Central pillars include network excellence, customer-centric digital transformation, and measurable sustainability commitments.

Vision Statement

IAM envisions maintaining leadership in the telecommunications sector through continuous innovation and by integrating cutting-edge technology across its product and service portfolio.

• Leadership through continuous R&D and adoption of next‑generation networks (5G/FTTx).
• Enhancing customer experience via digital platforms and omnichannel services.
• Commitment to sustainability targets embedded into operational planning.

Strategic Targets (stated goals)

• Reduce carbon emissions by 30% by 2030.
• Achieve a 15% revenue increase by 2025 through international expansion.
• Reach a customer satisfaction score of 90% by end of 2024.
• Invest MAD 300 million in customer relationship management systems to strengthen digital platforms.

Mission Components and Operational Priorities

• Network quality: continuous upgrades to ensure higher throughput and lower latency for residential and enterprise customers.
• Digital customer experience: deployment of CRM platforms (MAD 300 million investment) to personalize journeys and reduce time‑to‑resolution.
• Sustainability: energy efficiency programs, grid modernization, and renewable procurement to meet the 30% emissions reduction by 2030 target.
• Selective internationalization: targeted market entries and partnerships to deliver the 15% revenue growth objective by 2025.

Key Performance Indicators (KPIs)

Core Values

• Customer-first: prioritize seamless, reliable experiences measured by CSAT and NPS.
• Innovation: continuous adoption of emerging technologies to preserve market leadership.
• Sustainability: integrate environmental, social, and governance (ESG) criteria into capital allocation.
• Integrity and transparency: accountable financial and operational reporting to stakeholders.
• Collaboration: partnerships across public and private sectors to accelerate reach and impact.

For a focused financial perspective and investor-oriented analysis, see: Breaking Down Itissalat Al-Maghrib (IAM) S.A. Financial Health: Key Insights for Investors

Itissalat Al-Maghrib S.A. (IAM.PA) - Vision Statement

• Customer Commitment: deliver seamless, reliable services to more than tens of millions of customers with tailored solutions and measurable service-quality targets.
• Innovation: lead rollout of fibre-to-the-home (FTTH), 4G/5G mobile, IoT and enterprise cloud services to capture new revenue streams.
• Sustainability: reduce carbon intensity and energy consumption per terabyte of traffic while increasing renewable-energy sourcing.
• Integrity: maintain transparent governance, compliance with regulatory frameworks and high ethical standards across operations.
• Teamwork: foster an inclusive workforce, continuous upskilling and cross-functional collaboration to support digital transformation.
• Social Responsibility: invest in digital inclusion programs, education and community-focused initiatives to broaden social impact.

• Customer Commitment - KPI targets: Net Promoter Score improvement, reduced average fault repair times, and digital self-care adoption rates (aim: >60% digital self-service use within 3 years).
• Innovation - Planned rollout: national fibre expansion (FTTH rollouts targeting additional hundreds of thousands of homes annually) and phased 5G commercial expansion to increase ARPU via value-added services.
• Sustainability - Operational targets: reduce energy consumption per TB of data year-on-year, implement energy-efficiency projects across data centres and sites, and invest in on-site solar where feasible.
• Integrity - Governed by board-level compliance processes, audited financial reporting and anti-corruption controls aligned with international best practices.
• Teamwork - Workforce initiatives: continuous training programs, diversity and inclusion metrics, and internal collaboration platforms to drive cross-business innovation.
• Social Responsibility - Ongoing programs in digital literacy, school connectivity and community outreach; quantifiable reach measured in beneficiaries and connected sites per year.

• Fibre Expansion: multi-year FTTH program increasing broadband penetration and supporting average speeds above national benchmarks; contribution to fixed revenue growth and ARPU uplift.
• 5G & Mobile Services: staged commercial 5G launch focused on urban centers, enterprise IoT pilots and partnerships for smart-city services.
• Sustainability Projects: energy-efficiency retrofits, progressive renewable procurement, and carbon-intensity reduction targets integrated into CAPEX planning.
• Community Programs: digital training for thousands of students and SMEs annually, targeted efforts to reduce the digital divide in rural provinces.