Etisalat Academy today announced the launch of the GCC’s first accredited Service Automation Framework (SAF) Training Centre in partnership with APMG and Etisalat Group.

The Centre is advanced and provides step-by-step guidance for the design and delivery of automated services. Its aim is to deliver training courses and certification services for a broad range of professional certification schemes.

Etisalat Academy is the first to address this concept in the region that provides a deep insight into the theory and methods of service automation. It offers the framework by which any organisation can automate its services, ‘go digital’ and enable them to offer self-service technologies to their customers.

Hatem Bamatraf, Chief Technology Officer, Etisalat International, said: “‎‎Innovation is always at the core of Etisalat’s strategy to ‘Drive the digital future to empower societies’. Due to technological advancements and the way that end users have changed their behaviour, interest in service automation has greatly grown in the last decade. Transportation, hotel reservations and e-commerce can now be delivered to customers without any human intervention as the process is completely automated.”

Commenting on the launch of the Centre, Dr. Ali Al Qayedi, General Manager of Etisalat Academy, said: “We are pleased to partner with APMG International as the most reputable global accreditation and examination institute, to deliver the Service Automation Framework as the world’s first certification that provides step by step guidance for the design and delivery of automated services. The courses of the Service Automation Framework provide a deep insight into the concept of service automation, the concept by which organisations can automate their service offering.”

Richard Pharro, CEO, APMG International, said: “We would like to congratulate the Etisalat Academy on their recent APMG accreditation to deliver Service Automation Framework Training and Certification. Our robust assessment of an organisation’s trainers, training materials and quality management ensures candidates receive the best training and certification experience. SAF is an essential addition to the training schedule for companies going through digital transformation and it is especially relevant in such a forward thinking business community in the UAE.”