Mobily launched its services on the 25th of May 2005 and within a year from commercial operation it effectively attracted over 3.8 million GSM subscribers. This number hit the 6 million mark less than a year later thus setting a new record for subscriber acquisition YoY in the Middle East and North Africa. Today, Mobily offers network coverage in all cities and major towns across the Kingdom as well as across 22,000 kilometres of highway.

Highlights 

• Built a network of over 3 million m-pay™ (what is now called Margento™) customers with over 6,000 points of sale spread across the Kingdom. This has given them a competitive edge in the credit replenishment marketplace where consumers are able to purchase e-vouchers and top up their prepaid mobile accounts using their mobile handsets.

• In an effort to synergise its aggressive customer acquisition and retention focus, Mobily enlisted the help of Imovation to consult, develop, deploy and continue to operate a tailor made mobile loyalty redemption solution. With a brand and product loyalty intelligence profile signed by Imovation, Mobily launched the Middle East’s 1st mobile bonus and loyalty campaign branded Neqaty, supported by a marketing budget in excess of $4 million and with a partnership group comprising of some of the biggest retailers in the country.

• Hot on the heels of the loyalty program’s tremendous traction and customer buy-in, Imovation was  called upon to help support Mobily’s growth strategies by optimizing its prepaid top up cards distribution model. Imovation’s Electronic Wholesale Distribution solution was ideally suited for the job and now caters to a distribution network that addresses 42 remote cities across the Kingdom.