MEA | Business Awards 2023 Based in Algiers, INTAJ is an innovative tech company that partners with a diverse range of organisations to create customised digital mobile solutions that address unique challenges. Since its inception in 2013, the company has stood at the forefront of Algeria’s digital transformation under the leadership of Executive Director Youcef Touileb, a skilled professional with extensive experience in telecommunications. ollowing a successful career that dates back to 2004, Youcef Touileb established INTAJ in 2013, inspired by his belief that everyone should be able to access cutting-edge technology at affordable rates. Under the guidance of the Algerian Ministry of Startups, an institution dedicated to empowering entrepreneurs through government-backed initiatives, the company soon became a key player in the technology industry. Working to fulfil clients’ functional objectives and requirements, the INTAJ team invent, design, analyse, build, and test various codes, applications, platforms, and gadgets. In their work, they must thoroughly consider the limitations imposed by practicality, regulation, safety, and cost. This ultimately enables it to offer unbeatable prices without compromising on quality. Over the years, INTAJ has forged connections with global giants like Ooredoo and Huawei, as well as local powerhouses such as Total. Alongside its tech-focused partnerships, it has also established relations with content acquisition and management firms like CADC, ONDA, and the National Television Company. This expansive network enables the company to connect the dots in the digital world, providing comprehensive solutions that combine software development with content. For example, in collaboration with CADC and ONDA, Ooredoo Algeria and INTAJ have successfully launched the first local Music on Demand and Video on Demand platforms: Anazik and Anaflix. In 2019, these products were honoured in the USA’s Bronze Stevie Awards and have garnered remarkable commercial success on the Algerian market, with over two million downloads. In everything it does, INTAJ is driven by nine core values: integrity, innovation, accountability, honesty, respect, passion, trust, teamwork, and creativity. The company’s commitment to upholding these values serves as the foundation for its ethical conduct and successful operations, ensuring the transparency of all its actions whilst bolstering its focus on creative thinking and continuous improvement. INTAJ’s values also guide the decisions of every individual it is associated with, not only contributing Leading Pioneers in Telecom & Digital - Algeria F towards the positivity of the working environment but also driving them to deliver high-quality services. Above all, INTAJ maintains a focus on innovation, striving to provide its clients with the most advanced products and services possible. It is dedicated to learning, growing, and staying ahead of the curve, constantly seeking to unlock new possibilities and have a meaningful impact on the digital landscape. To achieve this, it encourages its employees to actively discover the latest industry trends, connect with their peers at conferences, and engage in dynamic online forums. When it comes to navigating the ever-changing world of tech, this commitment to innovation is essential. Tech companies must remain agile and be prepared to adapt to changes and development with efficiency. For this reason, leveraging its advanced project management expertise, INTAJ always works to deliver products faster than its competitors in order to maintain its position at the forefront of the industry. One product that demonstrates INTAJ’s innovative approach is Chef Dari, a culinary app that utilises the power of artificial intelligence to help users create easy and quick recipes. By combining the traditional user experience with cutting-edge NLP/ML processes, the company has created a novel solution that delivers amazing results and stands out from the crowd. INTAJ strongly believes that, without innovation, it would not be able to launch such groundbreaking ideas and products to the market. Another factor that sets INTAJ apart from its competitors is its steadfast dedication to delivering high levels of customer satisfaction, exceeding expectations time and time again. The company aims to deliver not only high-quality products but also outstanding customer service and support, including a prompt, comprehensive, and long-term aftersales experience. Looking towards the future, INTAJ plans to expand into new regions by collaborating with local businesses, investing in marketing and advertising, establishing strong customer relationships, and working with key actors to achieve mutual growth. In particular, INTAJ believes that the Middle East and Africa (MEA) region will serve as an excellent backdrop for its future endeavours, especially the United Arab Emirates (UAE). This region’s digital economy has been experiencing a notable surge due to the increasing use of digital technologies. For example, fintech innovations have been transforming the financial services sector, whilst healthtech solutions have revolutionised the delivery and accessibility of medical care. By tapping into these sectors within the MEA region, INTAJ hopes to position itself at the forefront of an emerging market with immense potential for growth and opportunity. However, when it comes to expanding into new markets, INTAJ understands the importance of assessing the risks and challenges that may arise due to cultural differences as well as various legal and logistical factors. For example, it is not possible to launch an Algerian product in Saudi Arabia without undergoing extensive research and a comprehensive product conversion process. This should always include language adaptation, user experience adjustment, and consideration of customers’ local needs. Following product conversion, INTAJ must develop a comprehensive market entry strategy that aligns with its goals and resources, defining its key objectives, target customer segments, pricing strategies, distribution channels, and marketing tactics. In order to facilitate the successful execution of this strategy, the company may need to establish local partnerships or alliances to gain a competitive advantage in navigating a new and unfamiliar market. Alongside its plans for expansion, INTAJ intends to engage in further innovation whilst launching new products. For example, the company will soon release Master Intelligence Makers (MIM), its first subsidiary dedicated to artificial intelligence. In this, INTAJ aims to democratise the use of intelligent chatbots across all sectors by offering competitive and affordable prices as well as training options for smaller businesses. Furthermore, INTAJ will also be launching the Help the Planet (HTP) project, an initiative designed to raise awareness about sustainability and encourage the world to take action to protect Earth’s resources. With environmental issues becoming increasingly important, this initiative holds great promise and has the potential to make meaningful change.
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