Mobily: Saudi Arabia’s Second Mobile Service Provider Drives Growth by Providing a Better Customer Experience

In 2004, the Government of Saudi Arabia awarded Etihad Etisalat a license to be the second mobile GSM, 3G and 3.5G service provider in the kingdom; Mobily is the official brand name of Etihad Etisalat. The entrance of Mobily as a second mobile operator in the biggest Gulf market has stimulated a major injection of energy and dynamism. Mobily recognizes many opportunities for growth through offering innovative services and products specifically designed for the Saudi market, in addition to introducing technologies and solutions that would give the market more dynamism and vitality. The challenge was to develop an innovative brand image that would separate them from their primary competition in the kingdom... Follow the link to read the full case study.

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