To ensure sustained growth, Umniah had to address several challenges, such as the expansion of revenue streams and easier access to its services. A growing trend among telecom operators is to generate revenue via non-telecom services. Umniah attempted to focus on the same. The telecom operator emphasized on introducing innovation that went beyond its core telecom services. It wanted to generate revenue from FinTech services such as UWallet (Umniah’s mobile wallet services) and bill payment services like eFawateercom. Umniah sought to implement self-service solutions that could help address these challenge areas. Successfully doing so will extend the Company's working time, capture new customers, and serve existing ones more conveniently.