Saudi Arabia’s telecom industry is entering a new phase where customer experience, not just infrastructure or pricing, defines success. A recent study by consultancy firm New Metrics, surveying 600 consumers across the Kingdom, highlights both strengths and critical challenges shaping the sector as it advances the Vision 2030 agenda.
The study found that STC dominates with 56% top-of-mind awareness and 53% active users, reflecting its long-standing reliability. However, with Mobile Number Portability (MNP) making switching providers effortless, loyalty depends on daily delivery of reliable coverage, fair pricing, and responsive service. Poor network coverage (41%), high costs (31%), and unmet plan needs (28%) remain the biggest drivers of churn.
Functional performance remains the strongest loyalty driver, with 60% of satisfied customers citing good mobile internet speed and network quality as key reasons for recommending providers. Customer service and value for money also rank high in influencing loyalty.
Digital channels, particularly mobile apps used by 79% of respondents, are now core to customer engagement. Still, the study shows that service quality outweighs digital convenience—customers want prompt and effective support above all. Confidence in digital security is strong, with 88% trusting their provider’s platforms, creating space for more personalized digital services.
Despite high digital adoption, physical branches remain essential. About 68% of respondents visited a branch in the past year for complex needs, underscoring the importance of seamless integration between in-person and digital experiences.
While 74% of respondents perceive their provider as innovative, nearly one-quarter see them as outdated, revealing a communication gap. Providers must better showcase how their technological advances deliver real value to customers.
“Saudi Arabia’s telecom sector is no longer competing solely on infrastructure or pricing. The new battleground is experience,” said Mounir Mekkaoui, principal at New Metrics. “In the race to lead, connection is no longer enough. Experience is what keeps customers loyal.”
