Jawwy from STC – Reimagining the mobile experience for millennials
Digital disruption enabled by fresh experience design and cutting-edge technology
Saudi Telecommunications Company (STC) has announced the imminent launch of “Jawwy from STC,” a new digital mobile experience, becoming one of the first telecommunications operators globally to design and develop a new mobile experience leveraging online and social media.
Dr. Khaled Biyari, CEO of STC Group, said: “We needed to develop a new offering for digitally-savvy young people. The millennials of today’s Saudi Arabia exemplify the ongoing shift in consumer behavior and expectations. They live in an always-on, real-time world and they expect companies to cater to them in the same way. Jawwy is a significant part of STC’s current digital transformation and we believe this initiative will set the pace for the telecom sector in KSA and beyond. We believe it is the future of mobile.”
“Jawwy from STC” will feature its own SIM, app and freshly designed digital channels for sales and customer care. A key differentiator of the service – the Jawwy app – will allow users to build, share and manage their plan in real time, instead of buying fixed plans. The app also offers many unique features including real time contextual offers and notifications, and a simple way for customers to activate services without calling customer support or visiting a store. The app will be available in both iOS and Android versions. The service has been in private beta testing since December 2015.
Once Jawwy from STC is available during May 2016, interested customers may order their SIM card online and have it delivered to their door. The customer care model is also digital-first, featuring self-help, online, social and peer-to-peer support. A “Jawwy from STC” SIM will be necessary to use the service, but customers will be able to keep their current numbers.
To ensure that this transformational initiative is deep-rooted and sustainable, STC has set up a dedicated digital team to design, develop and operate Jawwy. Dr. Biyari added “Innovating in the core mobile business by using online and social, requires a new breed of talent, and the organizational DNA and agility of an internet player. This is why we have set up a separate digital business unit led by Subhra Das as CEO of Jawwy from STC. The team’s mandate is to innovate by reimagining solutions for the current issues and evolving needs of a new generation.”
“We designed a new end-to-end experience to meet the needs and preferences of a new generation of mobile users, utilizing digital means to bypass physical challenges,” said Subhra Das. “The new service provides an in-app, web-based mobile experience featuring personalization, transparency, e-commerce and crowd sourcing of support, and will be available in both iOS and Android versions. Jawwy will offer real experience innovation because we challenged ourselves to transcend category norms by designing more customer-first ways of buying, using, care, and the overall experience.”
The Kingdom has one of the world’s highest penetration rates of smartphones, social media and online platforms. This has led STC to adopt new approaches to better meet the evolving needs of young, digitally-savvy customers. Saudis under the age of 30 comprise around 65% of the population, and this proportion is set to increase further in the future.