The market in Kingdom of Saudi Arabia (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.
As Saudi millennials are so digital-savvy, they expect a completely new kind of experience that is very different from what today’s telecom operators can provide. They expect an experience that is realtime, on-demand, online, DIY and social. This is very much on par with the experience offered by the likes of Google, Apple, Facebook and Amazon – seamless, intuitive and very simple.
The answer to this was Jawwy, an independent digital venture from Saudi Telecom Company (STC). The entire customer care model at Jawwy is digitized from end-to-end, featuring self-help, online, social and peer-to-peer support via crowdsourcing. Jawwy are building a new digital mobile operator model with the organizational DNA and agility of an internet player by going Greenfield.
Our new paper titled “Jawwy: How a Saudi Digital Venture is Rewriting the Telecom Rulebook” explores how Jawwy has completely re-imagined the mobile experience for its consumers. If you are looking to ramp up your digital game in the telecom sector, especially with your Millennial segment, this paper is a must-read.