Mobily’s brand value has surged by 18% to reach USD2.1 billion, marking an impressive 151% increase over the past five years. In line with its regional and global telecoms counterparts, digital transformation is a central pillar to Mobily’s GAIN (Grow, Accelerate, Implement, Nurture) strategy. Guided by Saudi Arabia’s national Information and Communications Technology (ICT) strategy, Mobily has fostered a robust digital ecosystem, aligning with national objectives and evolving needs. This growth strategy has helped drive robust revenues, a key contributor to Mobily’s growing brand value.
Mobily has grown its brand value by 18% over the last 12 months and a staggering 151% over 5 years. What factors would you consider as the essential elements contributing to the success of the brand over this period?
In recent years, we have fundamentally transformed the brand and its essential assets, both intangible and physical by starting with the fundamentals before moving towards enhancing our customer experience and overall value proposition. We implemented the RISE strategy in 2017 to lay the foundations for growth which equipped us to foster and implement our GAIN strategy with the intention to maximise brand and business growth . Our people have been at the heart of our success in building and articulating a more coherent brand purpose which has enabled us to succeed over this period.
Whilst the brand has transformed and been on an incredible journey over the last 5 years, what to next 5 years look like and what are the primary objectives for the Mobily brand?
We have passion for what we do and the ambition to continue on our recent growth trajectory and propel the brand and business to new heights. As the Mobily brand represents the face of our business and by its very essence represents how our consumers and other stakeholders perceive us, it will be a crucial driving force in our success. As we close the curtains on the GAIN strategy, we are excited to embark on our next brand journey. Our customers and the Kingdom’s national transformation agenda will remain central to our strategic focus and the values we strive to uphold. It will be imperative that our brand and communications continue to evolve to support the business, taking our customers with us and giving all our stakeholders a clear and captivating picture of who we are, who we want to be, and how we can help them succeed in their everyday lives.
Social responsibility and sustainable practices are increasingly important to stakeholders. How has Mobily integrated sustainability initiatives into its brand strategy?
We approach our responsibility in this domain with utmost seriousness. As a leading force in digitization and connectivity in the Kingdom, we recognize the profound socio-political and environmental implications inherent in our actions. Our approach to corporate social responsibility is shaped by a deep commitment to redefine our role in society, aligning with the Kingdom’s vision 2030. We believe in investing heavily in talent development, recognizing its criticality for the TMT sector’s and the nation’s long-term success. By nurturing education and skills, we’re building a foundation for future innovation.
We also see the enhancement of individual experiences as integral to our business aims. By focusing on initiatives that enhance the quality of life, we ensure that our efforts in improving network accessibility and promoting digital literacy are part of a larger goal to provide comprehensive access to our services. This holistic approach to CSR is an integral part of our brand philosophy, demonstrating our unwavering dedication to not just leading in the TMT space but also to being a catalyst for positive societal change.
