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 is committed to driving innovation through strategic investments in 5G, AI, IoT, and cloud computing, strengthening its leadership in Saudi Arabia's digital landscape. The brand's recent USD905 million investments in data centres and submarine cables have further strengthened its position in mobile connectivity and enterprise solutions. As Mobily embraces sustainability and digital transformation, it remains a key enabler of Vision 2030, ensuring resilient, secure, and future-ready services for businesses and individuals alike.
Nora Al Shiha SVP of Corporate Brand & Communications at Mobily, shares insights into the brand’s growth journey in a new spotlight.
Interview with Nora Al Shiha
Corporate Brand
& Communications,
Mobily
In what ways has Mobily evolved its technology to align with emerging trends, and how has this affected their market position?
At Mobily, we continuously focus on advancing cutting-edge technology to not only meet the evolving needs of our customers, but also to position ourselves as a leader in the dynamic digital ecosystem. This approach is key to maintaining our competitive edge in Saudi Arabia market. Our strategic investments in 5G infrastructure, cloud computing, artificial intelligence and IoT solutions underscore our commitment to driving innovation.
Recently, we announced a significant $905 million investment in data centres and submarine cables, further strengthening our leadership in mobile connectivity and enterprise solutions. This investment reinforces our position as a market leader and attracted a growing segment of tech-savvy customers.
Recognising the growing demand for data, we've expanded our network capacity and introduced innovative data plans, to meet diverse user needs. Moreover, we've embraced cloud computing and IoT technologies, empowering us to offer advanced solutions to businesses and support the Kingdom's digital transformation. Additionally, Mobily’s commitment to network reliability and cybersecurity ensures that our services remain resilient, secure, and future-ready. These strategic advancements strengthened Mobily’s ability to meet the evolving demands of the Saudi market, helping us secure three customer experience awards at the GCXA Awards ceremony with the highest scores across customer experience initiatives. This solidifies Mobily’s position as a key enabler of Vision 2030, as we continue to monitor emerging trends and invest strategically to sustain this momentum.
What role has sustainability & CSR played in your brand's development so far, and how are you integrating sustainable practices into your operations and services to align with Saudi Arabia's sustainability initiatives?
As a leading force in Saudi Arabia's digitisation and connectivity, we recognise the significant social, political, and environmental impact of our work. Our corporate social responsibility strategy reflects a strong commitment to redefining our role in society, in alignment with Vision 2030. We make a substantial investment in talent development, understanding its pivotal role in the long-term success of both the telecommunications, media, and technology (TMT) sector and the nation.
By supporting education and skills development, we're laying the foundation for future innovation. Enhancing individual experiences is also central to our business objectives. Through initiatives that improve quality of life, we ensure that our efforts to enhance network accessibility and promote digital literacy contribute to a broader goal of inclusive service access.
This holistic CSR approach is central to our brand philosophy, demonstrating our commitment not only to TMT leadership but also to driving positive social change.
How does Mobily's corporate strategy to become a TMT company impact the brand metrics and brand value?
Mobily's strategic shift to become a leading TMT player is having a profound positive impact on our brand value, customer engagement and financial performance. This transition has expanded our reach and enhanced how customers perceive us.
By offering integrated solutions, from connectivity to digital services, we are building stronger customer relationships and increasing their long-term value. This diversification drives revenue growth and enhances our financial performance, directly boosting our brand's overall value.
Our commitment to innovation and digital transformation further positions Mobily as a forward-thinking, dynamic brand, strengthening our reputation and attracting top talent. This positive image, coupled with strong financial results, reinforces our market leadership and solidifies our position in the evolving TMT sector.
