Drive2011 comes on the heels of a string of products and services being launched by the company, including the mobile commerce service, launched in East Africa in February this year, which has so far attracted thousands of customers. The service is operational in Kenya and Tanzania and will shortly be launched in Uganda before being rolled out across all Zain's operations.

A mobile banking service offers access to full banking services, money transfers and mobile airtime, and the ability to pay utility bills.

The company has also launched a modular business model with four pillars focusing on harmonization of services, standardizing operations, centralizing key processes and increasing outsourcing opportunities where possible. That means that the company is changing all of its business models to adapt to the changing business environment globally.

Zain intends to spend more than US$1 billion on its operations in Africa alone.

Meanwhile, Zain has announced that its subscriber base has grown to 64.7 million across Africa and the Middle East as of March 31. Al Barrak said despite the challenges imposed by the global economic crisis and the competitive markets in which the company operates, Zain continues to grow.