Mobily is the trade name of Saudi Arabia's second Telecommunications company, Etihad-Etisalat consortium . The company, as the winning bidder for Saudi Arabia's second GSM licence, provides mobile telecom services nationwide, breaking Saudi Telecom's monopoly in the wireless business. They company launched 3.5G services on the 27th of June 2006.
The consortium is led by UAE firm Etisalat who owns 35%, with 45% held by 6 strategic local partners. The remaining 20% was put up for public subscription in an IPO that was massively oversubscribed.
GSM Association has described Mobily as the fastest growing mobile operator in the Middle East & North Africa. "GSM Association Newsletter" September 2005 edition. In 2006, Mobily subscribers reached more than 4,800,000 subscribers. As of 20th January 2007, mobily got 6 million subscribers and 0.5 million 3G users. Also there is a big demand in Mobily Blackberry service, companies like SABB, Samba Financial Group, Saudi Pepsi Cola Co., etc are now using mobily Blackberry.
From Sales distribution and expansions aspect, Mobily introduced in 2004 the first telecommunication franchise business model in the Gulf Region, the Fully Branded outlet-(FBO), thus, assuring rapid and cost effective expansion of its network of outlets.
Since Mobily was introduced in 2004, it adopted a solid expansion strategy, based on a direct and indirect sales channels. This strategy helped Mobily expand within a short span of time, has helped establish Mobily Brand throughout the Kingdom, and as a result also, has helped Mobily achieve its set target for the year 2006, both in terms of sales and revenue targets..
The Success of the Last two years was achieved through the efforts of all Mobilys employees, including those of a very professional and ambitious sales team through its own Flagships, Fully Branded Outlets, Co-Branded outlets, Kiosks and thousands of dealers, scattered throughout the kingdom, covering majority of the population.
This network of outlets and dealers was a major factor of the rapid growth and Customer Acquisition, consequently, Mobily has earned a reasonable market share since the launch of its operations in May 25, 2005.
Even with the successes of the past two years, the sales department continue to look to the future, with a strong commitment to continue to introduce new products and services as they are developed, through its current and future retail outlets, with a vision to make the Brand available ubiquitously, thus, making Mobily services easily accessible to more and more of the Kingdoms population. Mobily has launched a mobile push-to-talk service (PTT) under the brand name 'Mobily Hawwel' in Saudi Arabia.
PTT service provides users with a different user experience to traditional voice, delivering a 'walkie-talkie' style service - only one person can talk at a time.
However, it is not limited in distance as with normal walkie-talkies, as the conversation is carried across the mobile GSM network, being offered on this technology for the first time in the kingdom.
The service can provide a one to one or up to 10 people at the same time as a group calling, allowing a user to know who is online through small icons appearing with certain colours.
Mobily said that the service will be available for post-paid and pre-paid subscribers at monthly fees. Mobily Hawwel conversations are encrypted over GPRS data or 3G network to avoid cross-talk or listening-in.
This will be accomplished with the execution of an ambitious expansion plans for its own network of flagships, as well as introducing a new cost effective franchise retail concept (Mini-FBO).
The new concept (Mini-FBO) will complement the existing Mobily retail and channel partner outlets, and will cover more than 60 cities and towns, which will help achieve its targets, both in terms of sales and customer experience. Those outlets, as is the case with the Mobily flagships, will provide the full range of products and services to the current and future customers of Mobily.
The full efforts of the sales team, as it relates to the ongoing expansion plan, will focus on achieving the targets set for the company, to lead all the GSM operators in Saudi Arabia and the region, in terms of customers acquisition, service excellence and efficiency, taking advantage of Mobilys commitment to always deploy cutting edge technology and solutions to its customers. (Commercial Support - Projects ).
Saudi Telecom Company (ALJAWAL)
Bayanat Al Oula for Network Services
Communication in Saudi Arabia