Jawwy Provides Saudi Millennials with Flexible Mobile Service

frog_DevicesSaudi Telecommunications Company, the largest mobile provider in the Middle East, has launched a new mobile service, Jawwy, aimed at millennial consumers that focuses on flexible, personalised offerings.

Jawwy, slang for my way in Arabic, was designed in partnership with global design consultancies Lippincott and Frog, and specifically targets to 65 per cent of Saudis under the age of 30 with a personalised offering that meets the changing needs of young, mobile-native customers.

“We wanted to reimagine the mobile service experience for the digital generation, and close the experience gap between digital/OTT players and mobile operators,” said Subhra Das, CEO of Jawwy from STC. “This meant blending creativity, great design and cutting edge technology to address the pain points and evolving needs of Saudi millennials.”

Jawwy enables users to build, manage and share their plan in real time, giving them complete control over which services they buy and use, and providing consumers with huge flexibility and personalisation that showcases the latest products from STC in a seamless, mobile-first way.

“When ethnographic research indicated that mobile service and usage offerings were unable to meet the evolving needs and expectations of this important, digitally-savvy segment of the population, we recognised an opportunity,” said Ash Banerjee, chief brand officer of Jawwy from STC. “To capitalise on this opportunity, we needed to create a breakthrough brand and digital experience.

“We partnered with Lippincott to define the brand strategy, identity and experience principles, and with Frog to realise the great digital end-user experience to fulfill the unmet needs of Saudi millennials, while testing our work with our audience at every step of the development process.”

The effort put into creating a tailored brand and digital experience that reflected the needs of a its target audience has already been recognised, with Jawwy winning multiple awards at the 2016 Transform Awards MENA, including the Grand Prix.