Mobily of UAE: Penetrating Saudi Arabia - A global case study

Mobily was founded in 2004 by the UAE-based Emirates Telecommunications Corporation (Etisalat), with the purpose of ownership, operation and management of GSM and 3G mobile telephone networks and providing mobile internet services. Etisalat won the second GSM licence as well as a 3G licence in Saudi Arabia in August 2004 for US$3.45 billion, thus ending Saudi Telecom Company's monopoly in the wireless business segment. Mobily launched its services in May 2005, and ended the year with 2.3 million subscribers, capturing a market share of 16%. By the end of 2006, the company's subscriber's base rose to 6 million subscribers, thus increasing its market share to 31%. The management of Mobily is focused in its drive to increase its presence with post-paid subscribers and offer value added services like mobile broadband internet services, video streaming, et al. An aggressive marketing spree has solidified the brand image of Mobily in the expat population, Saudi youth and women citizens.