Tech Mahindra, Mobily forge partnership to revolutionize loyalty programs in Saudi Arabia

Tech Mahindra, a global frontrunner in digital transformation, consulting, and business re-engineering services, has announced a strategic partnership with Etihad Etisalat (Mobily), a leading technology media and telecom (TMT) company in Saudi Arabia. This collaboration is poised to deliver state-of-the-art loyalty programs for both individual and business customers, leveraging Comviva’s GenAI-powered MobiLytix Rewards platform. Comviva, a subsidiary of Tech Mahindra, stands as a global leader in customer experience and data monetization solutions. This partnership aims to revamp Mobily’s Neqaty loyalty program, enhancing customer engagement and retention in the competitive telecom landscape.

The partnership will focus on deploying an advanced loyalty management system, designed to provide Mobily’s customers with a seamless earning and redemption points journey. Utilizing Tech Mahindra’s vast expertise in digital transformation, the implementation will include an intuitive app built on the MobiLytix platform, complemented by web access channels to ensure a comprehensive customer experience. Additionally, the initiative will incorporate gamification, digital marketing technology, and sophisticated business analytics to execute impactful loyalty marketing programs tailored to Mobily’s customer base.

Ram Ramachandran, SVP & Head – Middle East & Africa at Tech Mahindra, emphasized the challenges of maintaining customer loyalty in the rapidly evolving telecom sector, marked by intense competition and continuous innovation. He expressed confidence in the partnership’s potential to set new benchmarks in loyalty management on a global scale.

Yousef A. Alsuhaibani, CIO at Mobily, articulated the company’s ambition to position Neqaty among the world’s premier loyalty programs. This strategic alliance with Tech Mahindra is a testament to Mobily’s commitment to digital innovation and delivering exceptional, personalized customer experiences. Alsuhaibani looks forward to transforming the rewards program landscape for Mobily’s customers.

Manoranjan (Mao) Mohapatra, CEO at Comviva, highlighted the importance of personalizing experiences to build consumer trust and the effectiveness of loyalty programs. The MobiLytix Rewards solution, powered by data science and AI, aims to revolutionize customer engagement by offering tailored, data-driven insights and experiences. This partnership reaffirms Comviva’s dedication to leading the development of innovative loyalty solutions that meet the dynamic needs of today’s consumers.

The strategic partnership between Tech Mahindra and Mobily marks a significant step forward in redefining the loyalty program landscape in Saudi Arabia. By harnessing the power of advanced AI, gamification, and data analytics, this alliance is set to create a loyalty program that not only meets the current demands of the market but also anticipates future trends, setting a new standard for customer engagement and satisfaction.