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The Power Of Communication Alaa Malki, Chief Technology Officer at Mobily
Mobily was recently awarded the Customer Experience Awards 2022 from the Saudi Communications, Space & Technology Commission. How does Mobily manage to consistently exceed customer expectations? First of all, we are very proud about winning that prize for the second consecutive year. The main reason for the achievement, I believe, is the human capital in our mobile technology department. We have a very strong spirit and incredible knowledge, and we take customer experience very seriously. But of course, it is not only about technology—collaboration between other units at Mobily is also vital and that is what enables us to deliver a full end-to-end customer experience. Mobile is also quite agile, and we use this agility to truly become a customer experiencecentric company. How important is digital transformation to Mobily? Customer experience and digital transformation play a major role in contributing to Mobily’s growth. Saudi Arabia is a highly competitive market, and we have very discerning customers who demand quality and experience.
Alaa Malki, Chief Technology Officer at Mobily, explains how the Saudi telco giant is embracing innovation and digitalization to create topnotch customer experience, spur company growth, and support Saudi Vision 2030. In this context, increasing the stickiness of your customer or developing a new product requires digital transformation. To do that, we have very strong AI, and we try to automate our day-to-day activities in order to create the best customer journey. How has Mobily approached the digital transformation process? When it comes to digital transformation, we have a very clear strategy underpinned by four Ds. The first D is digital infrastructure, the second is digital operation, the third is digital customer engagement, and the fourth is new digital services. In terms of infrastructure, we need to develop our digital capabilities to cater to future growth. Specifically, we need to develop standalone 5G and IoT and simplify telco cloudification. As for operations, we are embracing digital technology to help us develop intelligent, efficient, and agile operations to deliver the best possible customer experience. This leads us to the third D, which is customer engagement. By embracing data, we can really understand our customers’ needs and anticipate their requests in advance.
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Last but not least, these layers will help Mobily to develop and offer new digital services that will play a role in developing smart cities, help Mobily to grow, and support Saudi Vision 2030. How do you balance innovation with stability and reliability across Mobily’s network and operations? That is a very important balance. On the one hand, you need to have a culture of innovation, and on the other, you need to focus on customer experience. Here, optimization is critical, and we use digital twins to replicate our infrastructure, live traffic, and customers. We then work offline, trying to set all the parameters and test all the ideas, before rolling things out in the real world. Of course, this is highly skilled work and we need to focus on developing talent. But more importantly, it is essential to create a culture of change.
www.mobily.com.sa JULY 2023
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