Sam Al-Schamma

Thanks to the TIEMBA, I took on one of the most exciting projects of my career: our first smartphone launch in Africa. The Blue Ocean Strategy elective took me right into the mind of the Kenyan consumer and helped me identify two essential features: local content and secure cloud back-up. Most Kenyans don’t have a PC, so their whole life – photos, music and banking – is on their phone.

The project turned into my TIEMBA thesis… and the launch of a product that sold out within two weeks! Now we’re applying the same thinking to other developing markets. Moreover this resulted in me being chosen for a new exciting role for the entire Asia-Pacific region. The TIEMBA has been a very good return on investment, not just for me but also for the company.