Martech Spotlight - Saudi Telecom Company (STC)
On the 92nd Saudi National Day, celebrated on September 23, Saudi Telecom giant STC showered multiple offers to keep its loyal customers happy and attract new customers into its fold. The group launched myriad offers like Bayti 5G eSIM packages and offered an additional SAR 92 ($24.48) on old devices to replace them with new […]
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On the 92nd Saudi National Day, celebrated on September 23, Saudi Telecom giant STC showered multiple offers to keep its loyal customers happy and attract new customers into its fold. The group launched myriad offers like Bayti 5G eSIM packages and offered an additional SAR 92 ($24.48) on old devices to replace them with new ones at any stc showroom. The group also announced a 20 per cent discount for members of its Qitaf loyalty program on purchasing Qitaf Tamayuz membership points through the mystc app. 
Loyalty Programme
Since its founding in 1998, Saudi Telecom Company has maintained a customer-centric approach. It is one of the pioneers of loyalty programmes in KSA.
Qitaf is a loyalty programme linked to stc’s success. Customers can subscribe to Qitaf for free and start collecting points by paying their bills or recharging their Sawa Ziyara, a pre-paid sim card allowing KSA visitors to connect locally and internationally. The loyalty programme was launched to offer rewards and high-end personalised services. To make this programme successful, STC has partnered with several restaurants, electronic stores, fashion and cosmetic stores, sports stores, travel and transportation services, petrol services, charity organisations and more to offer their customers a wider range of benefits.
This loyalty programme has four tiers: Qitaf Classic, Tamayouz Gold, Tamayouz Platinum and Tamayouz Diamond. Differential benefits are provided based on the customer’s tier entitlement.
History
Saudi Telecom Company (stc) is headquartered in Riyadh, Saudi Arabia. The company provides landline, mobile and internet services and operates in the Kingdom and 11 countries in the Middle East and North Africa. STC has been listed on the Saudi Stock Exchange since 2002. It has won many awards, including the Customer Services Excellence Award by Global Telecom Business, the Distinction Award for Information Security Control Project 2013 and the Middle East performance excellence award.
mystc App
MySTC App won the App of the Year Golden Award at the Network PG’s 2019 IT World Awards. On the mystc app, customers can view and manage their accounts and learn about the latest offers. In 2019, STC realised the need for mass awareness around its app. So, it used Twitter’s promoted trend spotlight and capitalised on the new ad format to capture consumer attention and be at the centre of the conversation. The promoted trend spotlight grabs users’ attention when they use the Explore tab to learn about the latest trends and hashtags. It allowed stc to reach more than 16 million users and boost the awareness and usage of the STC rebranded app over 24 hours.
Dealing With The Pandemic
During the pandemic, when the need for data went up, the telecommunication company quickly geared into action and supported its more than 20 million mobile subscribers and over six million fixed subscribers working from home, offering them extra data and discounted prices for their employers. These efforts resulted in more customer engagement and greater participation in STC’s loyalty program for SMEs.
From January 2020 to June 2021, SMEs enrolling in this program increased by 51 per cent. STC also ramped up services and product portfolios during this period and rolled out cybersecurity solutions to support customers working from home.
Saudi Vision Cable
The telecom giant is ahead in ensuring low latency for its corporate and individual customers to ensure seamless communication across continents via Saudi Vision Cable, a high-speed cable in the Red Sea through its first landing station in Jeddah. Using a name inspired by the KSA Vision 2030, the Saudi Vision Cable spans 1,160,000 metres. This submarine cable will help meet the needs of companies and customers via an integrated digital ecosystem.
5G Connectivity
KSA Vision 2030 will see the population in Riyadh and KSA doubling. To attain maximum leverage from the projected population growth, stc is making its customer acquisition strategy sharper. To serve its customers with the benefits of lower latency and higher capacity, the company has already deployed 7,000 5G towers and planning to add 200 to 300 more in addition to increasing the capacity of 1,000 5G towers to capture the demand from this important segment.
According to OpenSignal’s recent report, STC’s 5G experience is superior to the other major players in the telecom sector in Saudi Arabia. STC scored better in video and gaming, audio applications, and download speed. It also won the 5G Video Experience Award, scoring 70.9 points out of 100.
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