Product Lifecycle Management (PLM) workflow slashes five-month process to two weeks

As the biggest telecommunications company in Iraq, AsiaCell Communications PJSC serves 97 percent of the market. To keep those 12.2 million customers engaged, they must deliver timely and effective product and service innovation. 

AsiaCell used to manage its product lifecycle using Excel spreadsheets, Microsoft Project, emails, phone calls and in-person discussions. Hence, tracking, tracing and securing information wasted a good amount of time. “We duplicated requests because we had some lost information and data. We had a problem tracing and tracking spending,” says Sami Saifan, business process management expert, Quality Management at AsiaCell.

AsiaCell turned to Nintex for not only the platform’s ease and simplicity, but because it wanted to optimize its entire business process. 

AsiaCell calls in Nintex to streamline processes
Download PDF
Products used by AsiaCell
AsiaCell’s telecom network covers 97 percent of the Iraqi population, serving more than 12.2 million subscribers.

Business Situation

Managing AsiaCell’s complicated product lifecycle with Excel, Microsoft Project, email, phone and in-person conversations led to duplicated and lost work, adding up to a process of five months to market.


With Nintex, automated digital workflows manage all stages of development, including sequential and parallel approvals with daily notifications for missed KPI goals. AsiaCell’s products now move through the entire product cycle in one to two weeks.

Process optimization reduces service lifecycles improving customer engagement

AsiaCell accomplished this by first creating approximately 60 digital workflows, including one for Product Lifecycle Management (PLM), one of the top ten most important telecom processes. Now, more than 50 complex actions and triggered approval processes work together to create a seamless and effective product lifecycle, ultimately improving KPIs.

Nintex provides clear auditing and tracking at each step. Decisions no longer stall on desks and in email inboxes. Before utilizing Nintex, each step in the process required an average of 16 work hours before moving to the next stage. With Nintex, steps average anywhere from 30 minutes to one hour. Some take just five minutes.


78% increase in efficiency
78% increase in efficiency
Saved an average of 16 work hours per process
Saved an average of 16 work hours per process (workflows range from six to 24 steps)
Bringing Nintex into our business reduced this cycle from five months to one to two weeks.

Automating processes is not about numbers; it’s about optimization. We needed to improve processes and reduce the cost of our product and service lifecycles. Bringing Nintex into our business reduced this cycle from five months to one to two weeks."

Sami Saifan, Business Process Management expert - Quality Management,AsiaCell