STANDING OUT FROM THE CROWD

Jordan 2019 | TELECOMS & IT | INTERVIEW

PST stands out as a key enabler of the banking sector's digital transformation by establishing the backbone of the program.

Rula Ammuri
BIOGRAPHY
Rula Ammuri is the founder of PST, which was established in 2010. Prior to founding PST, she was the Country Manager of Microsoft Jordan in 2009/2010 and served in multiple leading positions during her 30-plus years of experience in around 13 countries. She also founded a private IT Academy in Jeddah, Saudi Arabia in cooperation with the American University in Cairo. She holds a master’s degree in MIS from the American University in London and a BSc degree in electronics engineering, computer, and telecommunications. She is also President of the Armed Forces for Communication and Electronics Association – Jordan Chapter, Board Member of Jordan European Business Association, Member of International Women Forum, and Member of Jordan Forum for Business and Professional Women.

Can you give us a brief overview of PST's operations and recent achievements?

PST aims to enable customers to transform and advance their businesses into the digitalization era. We also want to help them expose their businesses to the world at large by automating their business processes and enhancing capabilities to provide services online. On top of that, we help them adopt what we call “Omnichannels," a solution that allows accessibility for their customers to obtain services and offerings online through mobile, web, kiosks, or even ATMs and wearables. One of the main services we offer our customers and companies is an online payment or e-payments system integration through different channels. We are good at producing and providing services, and our market is everywhere across the globe. We offer services that will optimize the efficiency of organizations and give them the breadth and bandwidth they need for exposure and growth. We have been working with a number of government and private sector clients. We have a landmark project in Jordan, the Government Financial Management Information System (GFMIS). There are around 72 government organizations using the Oracle ERP and Hyperion Systems on a main site and disaster recovery site. In the private sector, we have worked mainly with the banking sector in digitization and business automation, including eFawateerCom for online payments. With banks in the private sector, we have different engagements in the Omnichannel, which is exposure to online banking and mobile banking in addition to business automation and system integration. We are a key enabler of the banking sector's digital transformation by establishing the backbone of the program.

What is PST's approach to partnership, and what distinguishes it as a collaborator in such landmark projects?

Since establishing PST in 2010, my vision was to have a model similar to companies that are role models in different countries. We are still growing the company, whereby we dream of being an end-to-end provider for our clients where they can get the most advanced technology at a one-stop shop. We strive to be on top of developments in the market and remain business driven. We implement business solutions, similar to Oracle or other ERP systems, all the commodity application, as well as some specific ones such as anti-money laundering and fraud management for the financial sector. We offer these in a secure manner, as cybersecurity is one of the main dimensions of our work. PST has started to leave a footprint in the market in terms of providing such end-to-end support to clients. We partner with the top leading technology providers such as IBM as a value net solution provider partner, as well as Oracle, in addition to having our own products developed in house.

How do you assess PST's market positioning in Jordan and in the region?

After our 10th year in the market, we are becoming one of the top companies in Jordan in each of the domains we work. We are working to provide services across the Gulf region, specifically targeting Iraq, the UAE, Saudi Arabia, Bahrain, Kuwait, and Qatar, though we still have a great deal to do in terms of learning about advanced technology and new ways of doing business. It is a dynamic industry, and we need to be proactive to keep up with trends. We are proud of our achievements so far, though that does not mean everything was a great success story for us. We expanded to the UAE and northern Iraq and then Baghdad, but we had to downsize our activity after some time due to high costs. At one point in time, Iraq was a great outlet for us to do business, though this has not been the case for the last few years. We hope 2019 will be better, and we have a great deal of work to do to achieve our goals.