Mobily's marketplace and customer strategy is anchored in delivering inclusive, secure and high-quality digital services that create lasting value for individuals, businesses and society. As customer expectations evolve alongside rapid technological change, the Company continues to place customers at the center of its decision-making, focusing on accessibility, experience excellence, innovation and trust.

In 2025, Mobily advanced its role as a national digital enabler by expanding connectivity, enhancing digital services, strengthening partnerships and embedding responsible practices across customer engagement, marketing and cybersecurity. Through continuous investment in network capacity, fintech solutions, emerging technologies and digital resilience, the Company supports Saudi Arabia's Vision 2030 objectives while ensuring that innovation is delivered responsibly, securely and with a clear focus on customer well-being and long-term sustainability.