Leading with Purpose and Vision

Driven by an ambitious mindset and a highly capable workforce, Mobily moves forward with a sharp, future‑focused vision. The Company is scaling its capabilities, accelerating its evolution and reinforcing its position as a rising force in TMT. Through this strategic direction, Mobily empowers customers, advances its own growth trajectory and plays a pivotal role in supporting Saudi Arabia’s broader transformation and diversification ambitions.

Our Vision

Leadership in enriching your digital world.

Our Values

Agile: We are open, flexible and make every second count.
Caring: We treat you as an individual and value diversity in thought and perspective.
Courageous: We are brave enough to take bold steps and determined to see them through.
Clear: We keep things black and white.

Our Strategy and Stakeholders

Our Market

Transform to TMT and pursue adjacent businesses.

Our Regulator

Support regulatory agenda to enhance the market.

Our Shareholders

Strive to achieve experienced leadership by prioritizing and delivering exceptional end-to-end experiences for all stakeholders.

Our Consumers

Strengthen value proposition for B2C segments (wireless and fixed).

Our Businesses Customers

ICT solutions for selected verticals. Develop targeted enterprise offerings for SMEs. Shift from reactive to proactive approach to giga-projects.

Our Employees

Become a TMT role model for human capital.

Our Business Partners

Cultivate strategic and diverse partnerships with global technology providers and cross-industry players to enhance innovation, expand service offerings and strengthen market positioning.

Our Society

Invest in initiatives that support the education, knowledge and skills needed for the future success of Mobily, the TMT sector and the Kingdom as a whole.

Invest in initiatives that support the well-being, happiness, social cohesion and enhanced life experiences of communities in which Mobily operates.

Provide support for targeted community groups, that encourage and enable inclusive growth and the alleviation of inequality and poverty.

Mobily’s refreshed 2030 Strategy centers on advancing innovation and elevating customer experience as the foundation for sustainable revenue growth and long‑term value creation for our shareholders and all stakeholders.

Strategic Pillars and Enablers (Objectives):	Strengthen customer experience leadership	Harness the power of a digital-first approach for consumers	Increase the depth of enterprise solutions and transform digital go-to-market	Navigate digital infrastructure for growth	Enable the organization through operational excellence
Description	Sustain current leadership by delivering world-class experiences that deepen trust, loyalty and digital engagement	Deliver personalized and distinctive customer experiences powered by AI and digital innovation	Drive enterprise and government business growth through advanced connectivity and digital innovation	Build and optimize critical digital infrastructure to position Mobily as an efficient and trusted regional data transit hub	Strengthen Mobily’s future-ready capabilities and agile culture to sustain high performance and continuous transformation
KPIs	Customer satisfaction	B2C revenue	B2B revenue	Wholesale revenue	Regrettable attrition Employee engagement
2025 Achievements	Recognized as the fastest growing telecommunications brand in the region with a +220% increase in brand value since 2020 Recognized as the Best Mobile Network Experience in national benchmarks, demonstrating Mobily’s unwavering commitment to service excellence and customer satisfaction TRIM FTTH satisfaction score rose by 12.0%, while the overall TRIM score increased by 2.8% Leveraged advanced AI-powered capabilities to enhance the connectivity experience for pilgrims during the 2025 Hajj season	6.7% growth in the Consumer Unit’s revenue 17.4% growth in the mobile subscriber base	7.7% growth in the Business Unit’s revenue Operated 2 new data centers Collaborated with Vodafone Business IoT to deliver advanced technology solutions to government and private sector clients	16.2% growth in the Wholesale Unit’s revenue Partnered to launch the first fully owned submarine cable directly linking Saudi Arabia and Egypt through the Red Sea (Red Sea Cable)	Earned the prestigious Great Place To Work certificate Invested in employee well-being and engagement activities, elevating the mHI culture score to 93%
2026 Goals	Redesign and enhance digital customer journeys to deliver seamless, intuitive experiences	Expand digital-first offerings and differentiated value propositions across segments	Grow B2B share in SMEs and large enterprises through enhanced connectivity solutions Expand digital ICT and cloud portfolios to address enterprise transformation needs	Optimize and monetize infrastructure to expand regional transit capabilities	Strengthen inorganic growth capabilities through targeted strategic partnerships
Associated ESG Factors	Mobily increases digital inclusion by providing connectivity and diversifying digital offerings Mobily enhances customer satisfaction through providing digital channels and leading telecommunication services	Mobily adds new digital services and elevates its offerings through innovative solutions that attract new customers and enhance customer retention Mobily ensures ethical marketing with zero incidents of inappropriate marketing or advertising	Mobily supports B2B customers to be more sustainable by adopting digital solutions that reduce carbon emissions Mobily builds uptime-certified data centers and incorporates eco-friendly design principles to reduce energy use	Mobily ensures protection of its customer data and privacy while partnering with public cloud hyperscalers to localize data storage and adhere to the local regulations Mobily engages with and supports giga-projects that have aggressive sustainability and net-zero targets, such as NEOM	Mobily attracts market-leading skills while ensuring that employees receive adequate training and feedback to advance their capabilities Mobily implements several initiatives to ensure the physical and mental health and well-being of its people
Principle Risks	Subsidiary governance and oversight risk Cybersecurity risk People risk	Subsidiary governance and oversight risk	Subsidiary governance and oversight risk	Cybersecurity risk Dual fiber and/or submarine cable risk	Data privacy risk Regulatory changes risk Credit and collections risk Subsidiary governance and oversight risk ESG risk People risk Fraud risk Supply chain risk

Mobily's Strategic Direction in 2026 and Beyond

Advancing as a national digital champion, Mobily enters 2026 with a sharpened focus on technology leadership, enterprise innovation and sustainable impact. Its updated strategic direction builds on the momentum of the 2030 Strategy Refresh, positioning the Company to create new value across the Kingdom's digital economy and global telecommunication ecosystem.

Mobily is accelerating its evolution into a technology and digital services leader. In 2026, it will continue to invest in advanced capabilities and strategic enablers that strengthen its enterprise portfolio, unlock new monetization models and expand its digital infrastructure. By embedding AI and automation into its operations and scaling sustainable solutions across its network, Mobily is not only future-proofing its business but also helping realize the ambitions of Vision 2030. As it grows, the Company remains committed to developing future-ready Saudi talent and advancing the Kingdom's global standing in ICT.

Vision for the Future

Evolve into a National Digital Champion

Expand enterprise leadership through next-generation cloud, cybersecurity and managed services
Monetize digital infrastructure investments including data centers, subsea cables and network APIs
Advance AI and automation to enhance efficiency, agility and customer intelligence
Champion sustainable growth with smart-power solutions and ESG leadership
Develop human capital with future-ready talent in high-demand digital fields

SHINE Strategy

Strengthen customer experience leadership
Harness the power of a digital-first approach for consumers
Increase the depth of enterprise solutions and transform digital GTM
Navigate digital infrastructure for growth
Enable the organization through operational excellence

Investor Relations Department

Strategy and KPIs