Leading with Vision: The Challenge of Modern Executive Collaboration
Established in 1985 as Saudi Arabia’s first fully owned joint stock industrial company, Tasnee has become one of the nation’s largest industrial enterprises and a global leader in titanium dioxide investment. Through its seven strategic business units and a network of subsidiaries. Tasnee offers a diverse portfolio of products and specialized services spanning petrochemicals, chemical, plastic and metals manufacturing, industrial services and environmental technologies. With a strong commitment to innovation and technology adoption, Tasnee maintains exceptionally high standards for communication and collaboration across all levels of the organization.
Yet, as Tasnee’s business expanded and expectations rose, their existing video conferencing technology began to show its age. The former system, while robust in its time, could no longer deliver the seamless, immersive experience required for high-profile board meetings:
“Our previous setup was missing extended tracking, cross views, and cinematic capabilities,” explains Raad A. Al-Harthi, Head of Network and Communication. “For a room of this size and importance, these features were essential—not just for convenience, but for the image and reputation of our executives.”
As technology advanced, so did the boardroom’s needs. Executives required flawless video quality, intelligent participant tracking, and the flexibility to join meetings on any platform—Webex, Teams, or Zoom—with a single click. The existing system’s inability to zoom effectively, especially for participants seated far from the camera, created operational and reputational challenges.
Moreover, with some devices reaching end of support and reliability issues arising, Tasnee’s IT and business leaders saw an opportunity not just for a replacement, but for a true leap forward in digital experience.
Transforming the boardroom experience with Cisco collaboration devices
Tasnee’s commitment to technology leadership drove them to seek the latest and best for their flagship boardroom. Working closely with Cisco and a trusted Cisco partner, Tasnee Working closely with Cisco and Twaasol as a trusted partner, played a pivotal role in bringing this vision to life. As a pioneer in Cisco meeting room solutions and being part of the Cisco Devices Advisory partner, Twaasol led the design, supply, and installation of the project. Leveraging deep technical expertise and a precise understanding of the project timeline, Twaasol architected a solution that integrated Cisco’s absolute latest innovations. This included the deployment of cutting-edge AVoIP technologies for the Cisco Room Vision PTZ cameras equipped with advanced features such as extended speaker tracking, cross-view, and cinematic AI capabilities, alongside Cisco Ceiling and Table Microphone Pros and Ethernet PoE speakers, ensuring Tasnee’s boardroom was future-ready from day one and enabling a more immersive and intelligent meeting environment.
The new solution brought together Cisco PTZ cameras equipped with advanced features such as extended speaker tracking, cross-view, and cinematic AI capabilities, enabling a more immersive and intelligent meeting environment. Tasnee implemented a Cisco Room Kit to ensure seamless connectivity across all major platforms—including Webex, Teams, and Zoom — giving executives the flexibility to join any meeting with ease.
“We take pride in being pioneers,” says Mishal M. Al-Essa, Manager of Digital Infrastructure & Operations. “We were the first in the region to deploy these cameras and capabilities, and we always aim to adopt the latest technologies. Our executives deserve nothing less than a flawless, high-tech experience.”
The deployment also featured Cisco Ceiling Microphone Pro as well as Cisco Table Microphone Pros, designed to deliver exceptional voice clarity, ensuring every participant could be heard clearly. As early adopters, Tasnee worked closely with Cisco’s development teams to access the latest hardware and software, maintaining a strong partnership focused on continuous innovation.
Results: Measurable Impact and Business Enablement
Within weeks of deployment, Tasnee began to see tangible improvements. Board members and C-level executives enjoyed seamless, interruption-free meetings, even in their large and complex boardroom. The new system delivered crystal-clear image and audio quality, ensuring that every participant was both seen and heard at their best. Executives also benefited from effortless multi-platform joining, allowing them to connect to any meeting with a single click, regardless of the provider.
These advancements enhanced Tasnee’s reputation as a technology leader and innovator, not only within the petrochemical sector but also throughout the broader business community. “The difference is clear,” says Raad.
“For our board, image and experience are everything. Cisco’s solution gives our executives the best presence possible, every time.” Today, Tasnee’s boardroom serves not only internal teams but also shareholders, setting a new standard for digital collaboration.
The Role of AI: Driving the Future of Meetings
AI is more than a buzzword at Tasnee—it’s a strategic priority. From the boardroom to the factory floor, Tasnee is investing in automation, analytics, and intelligent recommendations to streamline operations and empower people.
“At Tasnee, we view AI as a true competitive advantage—not something we react to, but something we actively lead. This mindset shapes how we invest in technology, accelerate innovation, and create long‑term business value,” says the Tasnee Chief Information Officer (CIO).
“We see AI as a business enabler,” Mishal shares. “Our leadership believes in AI and wants to integrate it wherever it drives value. With Cisco, we’re already leveraging AI for intelligent camera tracking and meeting insights, and we’re building strong frameworks to ensure governance and data sovereignty.”
The boardroom’s AI-powered cinematic meeting experiences with automated speaker tracking have transformed the meeting experience, making remote participation as natural as being in the room.
“Continuous improvement is in our DNA,” adds Raad. “We work closely with Cisco to provide feedback and drive further enhancements. The journey doesn’t end here—we always strive for better.”
Looking Ahead: Continuous Innovation and Strategic Partnership
Tasnee’s investment in Cisco is part of a long-term digital transformation journey—one that extends far beyond the boardroom.
“Our relationship with Cisco spans years and covers everything from networking to collaboration,” Mishal notes. “We’ve built trust with the business and the board, and our IT function is now seen as a business leader, not just a back-end support team.”
The company continues to pilot new features and collaborate with Cisco’s business unit teams, ensuring they remain at the forefront of technological progress.
“We want to give credit to our IT team for driving business value through technology,” says Mishal. “We’re not just early adopters; we’re shaping the future of digital business in our industry.”
Interested in how Cisco can transform your executive collaboration experience? Contact us to learn more.
About The Author
