Beyond ONE, a global investment and operating firm, has announced the appointment of Shadli Al Abdulsalam as the new Chief Executive Officer for Friendi Oman, with immediate effect.

In his new role, Shadli brings around 20 years of core industry expertise. He will be responsible for leading FRiENDi's continued growth and market share in Oman and overseeing commercial activities for the Group in the region.

Before his appointment, Shadli worked with the group as the Commercial Director since January 2023, after serving Friendi for around one year in the same role. Prior to that, he served Ooredoo Oman as the Division Head of the Home of Consumer Commercial Unit, Omantel as the Senior Manager of Segment and Product Management, and Nawras as the Head of Marketing VAS, Devices & Payments.

Announcing Shadli’s appointment, the Group stated, “We are thrilled to announce the appointment of Shadli Al Abdulsalam as CEO! With over 20 years of experience in the telecommunications industry and a proven track record of leading successful commercial teams, Shadli is a strategic thinker with a focus on customer satisfaction, innovative product launches, and revenue expansion. In addition to leading FRiENDi Mobile Oman, Shadli will play a key role in overseeing commercial activities within the Beyond ONE Group in Oman.”

Welcoming Shadli to his new leadership role, Hani ELKukhun, CEO of Beyond ONE MEA, said, “Shadli is a forward-thinking leader who understands how to drive business growth. We have full confidence in the continued expansion of FRiENDi Mobile under his leadership and in his representation of Beyond ONE in Oman.”

Shadli added, “It’s inspiring being part of and sharing the Beyond ONE vision—one that emphasizes innovation, transformative strategies, and a commitment to redefining the digital services sector. Our team is committed to delivering the best possible service for our customers, deepening our relationships with government and regulatory bodies, and extending our wholesale partnerships to offer even more value.”