New digital mobile experience for KSA millennials is a global first

Wednesday 11 May 2016
Dr. Khaled Biyari, CEO of STC Group

Riyadh - MENA Herald: In response to the changing dynamics of the telecommunications industry and to cater to the unique demographics of the Saudi Arabian market, Saudi Telecommunications Company (STC) has announced the upcoming launch of ‘Jawwy from STC.’ Considered a global first, the new digital mobile experience utilizes a completely online, digital service model, featuring its own SIM, app and freshly designed digital channels for sales and customer care.
Dr. Khaled Biyari, CEO of STC Group, said: “We needed to develop a new offering for digitally-savvy young people. The millennials of today’s Saudi Arabia exemplify the ongoing shift in consumer behavior and expectations. They live in an always-on, real-time world and they expect companies to cater to them in the same way. Jawwy is a significant part of STC’s current digital transformation and we believe this initiative will set the pace for the telecom sector in KSA and beyond.”
The Jawwy app will allow users to build, share and manage their plan in real time, instead of buying fixed plans. The app also offers a number of unique features designed in response to extensive research to identify the evolving needs of a customer base that is predominantly made up of people under 30 years old – 65% of the Saudi population. Features such as real time contextual offers and notifications, and a simple way for customers to activate services without calling customer support numbers or visiting a store, provide a completely customizable and transparent experience.
To ensure that this transformational initiative is deep-rooted and sustainable, STC has set up a dedicated digital team to design, develop and operate Jawwy. “Innovating in the core mobile business by using online and social platforms requires a new breed of talent, and the organizational DNA and agility of an internet player. This is why we have set up Jawwy as a separate digital business unit led by Subhra Das as CEO of Jawwy from STC. The team is mandated to innovate by reimagining solutions for the current issues and evolving needs of a new generation,” added Dr. Biyari.
“We designed a new end-to-end experience to meet the needs and preferences of a new generation of mobile users, utilizing digital means to bypass physical challenges,” said Subhra Das. “The new service provides an in-app, web-based mobile experience featuring personalization, transparency, e-commerce and crowd sourcing of support, and will be available in May in both iOS and Android versions. Jawwy will offer real experience innovation because we challenged ourselves to transcend category norms to find a new way to put the customer in control of the overall experience.”
Customers interested in Jawwy from STC will be able order their SIM online and have it delivered to their door. This customer care model is also completely digital, featuring self-help, online, social and peer-to-peer support. A Jawwy SIM will be necessary to use the service, but customers will be able to keep their current numbers. To know more, please visit

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