Monday, 23 January 2017

How a Saudi Digital Venture is Rewriting the Telecom Rulebook

 An interview with Subhra Das, CEO, Jawwy from STC by Capgemini Consulting
Tuesday 13 December 16

STC is the largest telecom operator in the Kingdom of Saudi Arabia (KSA). Why did you decide to launch an independent digital venture?   The market in KSA stands out in many respects. Sixty-seven percent of the population is below 30 years of age. Saudis are some of the most prolific users of social media in the world and have an ever-increasing appetite for all things digital…

STC is the largest telecom operator in the Kingdom of Saudi Arabia (KSA). Why did you decide to launch an independent digital venture?

 
The market in KSA stands out in many respects. Sixty-seven percent of the population is below 30 years of age. Saudis are some of the most prolific users of social media in the world and have an ever-increasing appetite for all things digital, with 190 million YouTube videos viewed in KSA daily. That translates to six YouTube views per-citizen per-day, which is the highest in the world. Saudi Arabia also has the world’s highest penetration of Twitter among internet users.
 
As Saudi millennials are so digital-savvy, they expect a completely new kind of experience that is very different from what today’s operators can provide. They expect an experience that is realtime, on-demand, online, DIY and social (or ‘ROADS’ for short). This is very much on par with the experience offered by the likes of Google, Apple, Facebook and Amazon – seamless, intuitive and very simple. Current operators struggle to meet these needs as they are often constrained by their legacy systems, mindset and culture. This creates an immense frustration for consumers at every stage of the experience – from buying to using the service or contacting customer support. 
 
We concluded that we needed a completely different way to reach out to Saudi millennials. We needed to reimagine the mobile service experience for the digital generation. This was not something that could be done overnight given existing organizational and systems realities. So, STC decided to create a completely new digital venture/BU – Jawwy. When you want to reimagine and carve out a new experience, and do that rapidly, you have no choice but to go Greenfield. You don’t want to be constrained in any way by the existing organization’s operating model, culture and systems. Hence the Greenfield route was a natural choice. We are building a new digital mobile operator model with the organizational DNA and agility of an internet player. We believe this is how we will positively disrupt the mobile service experience in Saudi Arabia.
 
What is Jawwy’s value proposition and ultimate objective?
 
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