This article was originally published in the Brand Finance Telecoms 150 2025 report
Mobily has solidified its position as the fastest-growing telecommunications brand in the Middle East over the past five years, achieving a +140% increase in brand value over the last 5 years (26% increase year on year) to USD2.7 billion.
Mobily attributes its success to its dynamic brand strategy and customer-first approach, reinforced by its Golden Award for Overall Excellence in Customer Experience win. By aligning with the Kingdom's transformation agenda and expanding into the telecommunications, media, and technology (TMT) sector with Mobily Pay, Mobily Gamer, and Mobily TV, Mobily strives to be more than a telecom provider, becoming a core part of customers' digital lives.
Metab A. AlAjmah, GM of Corporate Brand & Media Management at Mobily, shares insights into the brand’s growth journey in a new spotlight.
Interview with Metab A. AlAjmah
GM Corporate Brand
& Media Management,
Mobily
Mobily continues to shine in the rankings with 26.5% value growth in 2025, the highest growth the brand has had over the last 5 years. What key factors do you think have contributed to this strong growth?
Our brand strategy has been pivotal in driving our growth. We consider our brand strategy as an evolving framework that is continuously refreshed and updated to adapt to emerging trends, market shifts, and customer needs. While our brand strategy has helped us build a strong foundation, entering the TMT sector marks an exciting new chapter.
Throughout this journey, we have consistently placed our customers at the heart of all our brand initiatives. This focus has enabled us to deliver exceptional value and experiences culminating in our win the “Golden Award for Overall Excellence in Customer Experience”.
Additionally, aligning the Kingdom’s national transformation agenda has served as a guiding to our initiatives, positioning Mobily at the forefront of the technological advancement and fuelling brand’s growth.
Mobily is now a AAA- rated brand and enters the top 50 strongest telecom brands, a significant milestone for the brands. How are you leveraging this momentum to further innovate and expand your offerings, while ensuring your brand remains relevant and continues to resonate with your evolving customer base?
Mobily has steadily strengthened its Brand Strength Index, rising from 71 to 79.5 over the past 6 years, a testament to our resilient and forward-looking brand strategy. However, driven by passion, we're remain committed to building on our recent growth and taking the Mobily brand and business to even greater heights.
As we enter the TMT sector with new brands like Mobily Pay, Mobily Gamer and Mobily TV, our goal is not just to be the top choice for telecom services, but to become best choice across multiple aspect of our customers lives. We recognise that our brand is a reflection of how customers and stakeholders perceive us, and we're focused on delivering exceptional value and experiences to ensure that perception continues to grow.
The strength of our brand has been instrumental in securing right partners as we continue investing in our TMT services, ensuring we deliver the best product offerings.
While brand experience is a major factor for customer retention, how do you integrate the experience with growing brand perceptions?
At Mobily, we believe brand experience is a cornerstone of our brand strategy shaping positive perceptions and driving customer retention. We achieve this by meticulously mapping the customer journey, ensuring every interaction reflects our commitment to seamless connectivity and innovative digital solutions.
From our user-friendly app to our responsive customer service, we strive for consistency and excellence at every touchpoint, benchmarking ourselves against global TMT leaders.
We actively seeking customers feedback that allows us to continuously, refine our interactions and reinforce our dedication to customer satisfaction. Additionally, we invest in strengthening consumers relationship through our successful loyalty programme “Neqaty” which offers a wide array of exclusive innovative benefits.
By embedding brand experience into every interaction, we ensure that Mobily is more than a telecom provider, it is a trusted and indispensable part of our customers' digital lifestyles, delivering seamless connectivity, innovative solutions, and exceptional service at every touchpoint.
