Case Study: Mobily transforms expat targeting with GWI data insights

Mow deep consumer data led them to change their expat strategy from a voice-led offering to a data-led one

Mobily, a major telecommunications company and the second-largest operator in Saudi Arabia, sought to expand its market position by better connecting with the country's significant expat population. Their challenge was to understand the expat audience's true needs, as initial voice-calling packages had low uptake. To uncover these insights, their media agency, Initiative MENA, utilized the GWI platform for deep consumer research.

By using GWI, the agency validated and disproved key theories about expat behavior. The data revealed that expats, regardless of income, primarily used smartphones and relied on data, wifi, and messaging apps to communicate, not traditional international voice calls. This led GWI's insights to guide Mobily in completely transforming their strategy from a voice-led to a data-led offering, resulting in a more targeted and effective approach for this key audience.

Mobily