Mobily SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 4356

SWOT Analysis of Mobily with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Etihad-Etisalat Consortiums


Mobile Service Provider



Tagline/ Slogan

My World…My Choice


Saudi Arabia’s second GSM mobile operator



It offers include 3G Mobile Internet access,4G Mobile Internet access, Broadband Internet services, Prepaid and post-paid dialup Internet access to individuals and enterprise

Target Group

Internet services for home & corporate users.


Mobily owns vast majority shares in the Saudi National Fiber Network (SNFN) composed with 12,800 KM of structured fiber cable, panned into 7 fully protected rings covering 35 Saudi cities plus access to 60 major hub sites for telecommunications prime points of presence, and complimented with 20 inter-metropolis fiber loops in major Saudi cities. Furthermore, Mobily is a lead investor in prime global submarine cable projects that are expected to be operational in the near future.

SWOT Analysis


1. Best positioned to benefit from Saudi’s data growth segment.
2. Saudi-only operations avoid currency and country risks.
3. Diversification of revenue stream through focusing on the corporate segment.
4. Strong cash flow generation paving the way for higher dividends.


1. Fixed broadband market share is dominated by Saudi Telecom Co.
2. Expected decline in EBITDA margins after penetrating the corporate segment.


1. Rising demand for data services in the broadband segment.
2. Larger addressable market given Saudi’s favorable demographics.


1. Irrational competition in the mobile and broadband market.
2. Further geo-political events in the MENA region.
3. Adverse regulatory changes impacting operations.




The table above concludes the Mobily SWOT analysis along with its marketing and brand parameters.


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