BUSINESS REVIEW
UNLOCKING NEW OPPORTUNITIES
ACROSS KEY SECTORS
CONSUMER UNIT
DRIVING INNOVATION TO EMPOWER CONSUMERS
The Consumer Unit played a pivotal role in driving Mobily’s strategic objectives for 2024, capturing a large share of market revenue growth, and repositioning Mobily as a leader in new trends. With a focus on continuous innovation and elevating the customer journey, the Unit continued to achieve total experience leadership, transforming the business for the new technology, media and telecommunications (TMT) reality.
2024 was a year of significant progress for the Unit as it focused on achieving strategic growth in highvalue segments and enhancing its customer offerings. Key achievements included the successful expansion of 5G Fixed Wireless Access (FWA) and Fiber-To-The-Home (FTTH), coupled with the transformative migration to NewStack technology. These advancements not only drove revenue growth but also solidified Mobily’s reputation for delivering innovative services and achieving new milestones in customer satisfaction.
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MOBILY PAY
DELIVERING NEXT GENERATION PAYMENT SOLUTIONS
Mobily Pay solidified its position as a leading player in Saudi Arabia’s fintech market by forming strategic partnerships and launching innovative services. These efforts resulted in substantial growth and enhanced customer experience, reinforcing Mobily Pay’s commitment to delivering exceptional digital financial solutions.
As Mobily’s dedicated financial services arm, Mobily Pay offers digital payment and fintech solutions to its customers across Saudi Arabia. Launched as a subsidiary of the Company in 2022, the platform plays an important role in catering to the growing demand for digital financial tools in the Kingdom.
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BUSINESS UNIT
ACCELERATING ENTERPRISE TRANSFORMATION
2024 was a transformative year for Mobily’s Business Unit, as it achieved double-digit growth and spearheaded digital connectivity and innovation across Saudi Arabia. With ambitious data center expansion and the scaling of leading technologies, the Unit continued to drive the Kingdom’s economic resilience and growth.
The Business Unit delivered exceptional performance, achieving a remarkable 19.8% increase in revenue and emerging as a key driver of the Company’s overall growth. This success is reflected across multiple metrics, including market share, revenue mix, gross margin, customer satisfaction, accounts receivable collection and the acquisition of new customers. These results underline the Business Unit’s strength, sustainability and its pivotal role in Mobily’s success story.
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WHOLESALE UNIT
ENHANCING GLOBAL CONNECTIVITY
In 2024, Mobily’s Wholesale Unit delivered strong double-digit year-over-year growth, solidifying its role as an important contributor to the Company’s overall revenue, margin and collection performance. This growth reflects the Wholesale Unit’s commitment to enhancing connectivity, forging strategic partnerships and supporting the digital ecosystem through infrastructure expansion. The Wholesale Unit’s strategic focus in 2024 centered on global connectivity and partnerships. By collaborating with industry leaders such as Equinix and Google and signing agreements with major Content Delivery Network providers, Mobily reinforced its position as a hub for international connectivity and digital innovation. Through these initiatives, Mobily’s Wholesale Unit continues to play a vital role in advancing the Company’s growth strategy while enabling cutting-edge digital solutions for customers and partners across the globe.
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TECHNOLOGY AND INNOVATION
INVENTING THE FUTURE
Adopting future-proof technologies and optimizing network rollout is a key pillar of Mobily’s corporate strategy, with the aim of improving customer experience and return on investment. In line with this vision, the Company maintains a robust digital technology strategy, encapsulated in the 4Ds framework: Digital Infrastructure, Digital Operations, Digital Customer Engagement and Digital Services.
The implementation of the 4Ds framework in 2024 allowed Mobily to significantly enhance its technological agility, elevate customer experiences, generate new revenue streams and boost network efficiency. State-of-the-art technological and digital infrastructure provided robust support to customer-facing segments, including the Consumer Unit, Business Unit and Wholesale Unit. Investments in cutting-edge technology and innovation across all aspects of the business and partnerships with global technology leaders ensured the delivery of superior customer experiences and drove sustainable growth.
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CUSTOMER CARE AND EXPERIENCE
ELEVATING EXPERIENCE AND EXCELLENCE
In 2024, Mobily’s Customer Experience and Customer Care Departments made remarkable strides to enhance customer satisfaction across all business units. By prioritizing continuous improvement and data-based decision-making, the Company raised the bar for service levels and earned numerous industry accolades.
Advancements in delivering superior experiences across all customer interactions were demonstrated by notable improvements across a range of key performance indicators (KPIs). These included an 11.1% increase in Roaming Customer Satisfaction Scores (CSAT), a 5.0% rise in Social Media Transactional CSAT (T-CSAT) and a 1.3% growth in TRI*M Overall Satisfaction. Customer mobile data speed improved by 4.8%, while the reliability and speed of service delivery also increased – scaling service levels in the Kingdom’s telecommunications sector.
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