- Company name: Dubai Phone
- Location: Egypt, Middle East
- Industry: Retail – Consumer Electronics & Telecom
- Company size: 25+ branches
- Odoo users: 312
- Implementation partner: Rightechs Solutions
- Hosting type: Dedicated Odoo.sh
Apps: CRM, Sales, Purchase, Inventory, Invoicing, Accounting, Project, WhatsApp, Maintenance, Knowledge, Employees, Time Off, Payroll, and more
About Dubai Phone
Dubai Phone is a fast-growing Egyptian retailer specializing in consumer electronics for both individual customers and corporate clients.
Their portfolio includes mobile phones, accessories, laptops, gaming devices, and a wide range of related electronics, sold through a network of physical stores and corporate channels.
With an ambitious management team and a strong brand in the Egyptian market, Dubai Phone needed an ERP platform that could grow with them – from a few branches to a nationwide footprint.
Before Odoo: Local Accounting, Excel, and Paper
Back in 2018, Dubai Phone operated only three branches.
- The head office used a local accounting software.
- Branches managed sales, stock, and purchasing on Excel and paper.
- There was no real-time visibility between locations.
- Consolidating data for management reports was time-consuming and error-prone.
The leadership team realized that this setup would not support their growth plans. They needed a single, integrated system that could connect sales, inventory, purchasing, and finance across all branches.
Phase 1 – Building an Integrated Retail Backbone
Dubai Phone chose Odoo, implemented by Rightechs Solutions, starting with Odoo 10.
In the first phase, the following core applications were deployed:
- Sales & CRM – to structure the sales process for both B2C and B2B.
- Purchase – to centralize supplier orders and improve replenishment.
- Inventory – to track stock in real time across branches and warehouses.
- Invoicing & Accounting – to unify financial data and automate entries from operations.
For the first time, sales, purchases, inventory, and accounting were working together on a single platform. Management gained live visibility on:
- Which products were selling best per branch
- Stock levels and transfer needs
- Profitability by category and location
This integrated backbone made it possible to scale operations beyond the initial three stores.
Phase 2 – eCommerce & Installments: Being Ready for COVID
In the next phase, Dubai Phone and Rightechs rolled out Odoo Website & eCommerce and connected it to several Egyptian banks, including:
- National Bank of Egypt
- Banque Misr
- QNB
- Other payment and installment providers
Using Odoo, Dubai Phone enabled:
- Online sales are directly connected to inventory and accounting
- Installment options for customers via bank integrations and additional payment methods
When the COVID-19 pandemic hit, and foot traffic dropped, Dubai Phone was already online with a fully integrated Odoo eCommerce store.
Instead of losing sales, the company was able to protect – and even grow – its revenue by shifting a significant portion of its business to online channels, all managed from a single Odoo database.
Growing with Odoo: 25+ Branches, 300+ Users
Today, Dubai Phone operates more than 25 branches with 312 Odoo users working daily on the system.
Over time, the scope of Odoo has expanded to cover nearly every area of the business:
- CRM – for managing leads, opportunities, and corporate clients
- Sales & Purchase – for streamlined order-to-cash and procure-to-pay cycles
- Inventory – for real-time stock across all stores and warehouses
- Invoicing & Accounting – for full financial control and compliance
- Project Management – to track internal and improvement projects
- WhatsApp Integration – to communicate with customers directly from Odoo
- Maintenance – to manage device and equipment maintenance
- Knowledge – to centralize procedures, FAQs, and internal know-how
- Employees, Time Off & Payroll – to manage HR operations and staff across branches
In addition, Rightechs delivered customizations on Sales, Inventory, and CRM to match Dubai Phone’s specific retail processes, and implemented integrations with key partners such as Mall of Egypt (Mall Misr), Marakez / Mall of Arabia, Etisalat Misr, Asus, and others.
Odoo has become the central nervous system of the company, connecting front-office retail operations, back-office finance, HR, and customer service in one unified platform.
Key Challenges and How Odoo (and Rightechs) Solved Them
- Change Management & User Adoption
Challenge:
- At the beginning, moving from Excel and local software to a new ERP was a major change. Odoo was not yet widely known in the local mobile retail sector, and many employees were hesitant.
Solution:
- Structured training delivered by Rightechs Solutions for all user groups.
- Leveraging Odoo’s intuitive interface, which made the system easy to learn.
- Strong commitment from top management at Dubai Phone to enforce usage and make Odoo the single source of truth.
- This combination helped users quickly see the value of the new system and drove adoption across all branches.
- 2. Performance and Scalability of the Platform
Challenge:
- As transaction volumes and the number of branches grew, the original shared Odoo server started to face performance issues, especially during peak times.
Solution:
- • Migrating to a dedicated Odoo.sh server with scalable resources.
- • Optimizing configurations and database settings to handle high transaction volumes.
- With this move, Dubai Phone gained a faster, more stable platform that could comfortably support hundreds of users and heavy daily operations.
- 3. Managing New Business Needs: Tasks, Campaigns & WhatsApp
Challenge:
- With growth came new requirements:
- • More complex management and administrative tasks
- • The need for structured internal projects
- • Direct, automated WhatsApp communication with customers
Solution:
- Using Odoo’s modular architecture, Rightechs and Dubai Phone were able to extend the system without disruption:
- - Project Management to structure internal tasks and initiatives
- -WhatsApp integration to send messages and updates to customers directly from Odoo
- -Additional applications (Knowledge, Maintenance, HR, Payroll) to manage every aspect of the business in one place
Because the expansions were done within Odoo’s ecosystem, Dubai Phone could grow functionality step by step, without creating new silos or complex integrations.
A Long-Term Partnership for Continuous Growth
From 3 branches and local accounting software to 25+ branches, 312 users, and a fully integrated omnichannel operation, Dubai Phone’s journey with Odoo shows how a retail company can scale efficiently when processes and technology grow together.
With Rightechs Solutions as its implementation partner and Odoo as its all-in-one business platform, Dubai Phone is now well-positioned to continue expanding its footprint, serving customers across Egypt – both in-store and online – with a robust, future-ready system at its core.