The Axiom Mobile Consortium believes it has a unique MVNO advantage thanks to its retail influence, loyal Arab customer base and industry-leading smartphone credentials.
Axiom Mobile Consortium was recently qualified by the Saudi Communication and Information Technology Commission (CITC) for an MVNO license, and is now engaged in the final phase of the process.
Key consortium player Axiom Telecom operates retail outlets across the Kingdom, in addition to presiding over 4,000 indirect sales channels (2,000 of which are dealt with through direct distribution).
Such a vast geographic spread, coupled with an unmatchable reputation for value-added service, enabled it to attract millions of unique customers last year. Footfall is also set to rise in the coming years; a host of new stores are planned and the company’s customer base is famously loyal. A recent Axiom Telecom survey reported satisfaction levels of 85 per cent. 90 per cent of all customers are Saudi nationals or Arab expats.
Axiom Mobile Consortium’s MVNO strategy will also benefit from a long-standing, acclaimed track record of understanding and coping with the Kingdom’s insatiable smartphone demand.
“Axiom’s model is interesting,” said Matthew Reed, Principal Analyst and head of research for the Middle East and Africa at leading analysts Informa Telecoms and Media.
“They are already an established, trusted telecommunications brand and have an extensive distribution network. It is a powerful way to reach potential customers. This approach is in line with models that have worked very well in other markets across the world.”
Faisal Al Bannai, CEO, Axiom Telecom, said: “Clearly, our retail and distribution operations and considerable experience of dealing with Saudi consumers’ mobility needs could give us a different dimension as an operator,”
“We know how the market works, we know the needs and desires of our target audience, and we understand the ever-shifting, ever-growing potential of smart devices in shaping every-day life throughout the Kingdom.”