As the Kingdom continues its digital transformation under Vision 2030, Zain KSA has been at the forefront of innovation, delivering cutting-edge home connectivity solutions powered by the latest 5G technologies.
In an exclusive interview with Telecom Review, Shahad Alobaylan, Home Propositions & Solutions General Manager at Zain KSA, elaborated on the company's role in shaping the market, the latest offerings enhancing customer experiences, and the growing importance of sustainability in Zain KSA's strategy.
In your opinion, what particular trends within the home connectivity market in Saudi Arabia are shaping the global development of the field?
The home connectivity market is flourishing. Globally, the connected home sector is expected to expand from around USD 66 billion in 2024 to more than USD 220 billion by 2034. In Saudi Arabia, there’s a noticeable trend towards higher internet speeds among consumers.
The importance of reliable internet has never been clearer. More people are working from home and engaging in online learning, which has sparked a real demand for faster, more dependable internet services.
On top of that, the ambitious Saudi Vision 2030 is driving a digital transformation that encourages innovation and competition in the connectivity space. Internet penetration in the Kingdom reached nearly 99% by the end of 2023. Fixed internet accounts for 41% of the data traffic in the Kingdom. Meanwhile, the average download speed for fixed internet grew from 96.4 Mbps to 153.1 Mbps in 2023.
As a leading digital provider in the Kingdom, Zain KSA stepped up its game by enhancing infrastructure and investing in the latest solutions to ensure we underpin this thriving ecosystem with the right services and the best quality.
Zain KSA has been a pioneer in the home connectivity market since 2018. Can you share how this has shaped your current market position and influenced Zain’s strategy for home propositions?
Zain KSA has set the benchmark for innovation and customer focus. Aligned with Saudi Vision 2030 objectives, our strategy focuses on enhancing the quality of life by giving people access to reliable high-speed connectivity to lead digital lives and contribute to a knowledge-based society. We have invested in our infrastructure to provide high-speed connectivity across the Kingdom.
Zain KSA has made remarkable strides in establishing itself as a leader in the 5G space, launching the largest 5G network in the Middle East, Europe, and Africa by the end of 2019. Our award-winning 5G network has been a gateway to innovative services, including 5G fixed wireless access (FWA) for high-speed internet. The company has also pioneered the use of 5G carrier aggregation (CA) technology, enabling peak download speeds of up to 2.4 Gbps. The plan had one clear purpose: to foster a digital economy and an inclusive knowledge-based society.
To support this vision, we continue expanding our 5G network to reach more regions across the Kingdom. We will be growing our 5G network to include 122 new cities, ensuring seamless digital experiences that enhance the lives of more people. We’re also deploying cutting-edge 5G-Advanced technologies in collaboration with global partners.
In the home broadband segment, we offer home connectivity solutions supported by our extensive 5G network, with a strong focus on customer needs and a commitment to future-ready solutions.
Zain KSA has earned prestigious accolades, such as the ‘2024 GTI Market Development Award’ for delivering best-in-class FWA services. We were also awarded the ‘Fastest Growth in Fixed Wireless Access (FWA) Subscriptions’ in recognition of our consistent connectivity development efforts.
What are Zain KSA’s latest offerings in home connectivity? Can you elaborate on these offerings and how they enhance your customers' home connectivity experience?
Zain KSA continues to demonstrate a commitment to meeting customer needs and ambition to build a future-ready telecom ecosystem. We are constantly evolving our solutions that cater to our tech-savvy users with innovative offerings that prioritize connectivity and enrich user experience through seamless entertainment options and smart lifestyle integrations.
Our broadband solutions utilize advanced technologies, such as 5G MBB and FWA, to deliver exceptional performance and reliability. Our ‘5G Home’ plans deliver a range of speed options tailored to diverse needs. Customers can choose between unlimited speeds for maximum performance or capped plans of up to 300 Mbps, ideal for gaming and seamless streaming. Zain KSA’s 5G FWA strategy is designed to deliver five essential benefits: reliable and fast internet, stable Wi-Fi throughout the home, flexible tariff options, innovative services, and high-quality devices. Together, these solutions ensure a superior and consistent home internet experience for all our customers.
Leveraging this solid connectivity, Zain KSA launched IoT home solutions and devices, and security and entertainment solutions from multiple brands. These solutions give people greater control over their environment and elevate their lifestyles. Our Smart Home offerings include monitoring systems such as the Ring indoor and outdoor devices for a robust layer of home security.
Likewise, we have expanded our gaming ecosystem to include over 1,500 of the latest and most popular PC games, supported by Zain Cloud Gaming and cloud computing technology. This allows players to enjoy a seamless gaming experience anytime, anywhere.
As innovation and expansion continue, there is excitement about the future opportunities. We remain committed to offering the best home internet experience and setting new industry standards.
In Saudi Arabia, sustainability is receiving more attention than ever before. How does Zain KSA’s suite of digital services for the family and home segment promote sustainability and contribute to a more eco-friendly future?
Zain KSA is committed to promoting sustainability through our innovative home solutions, which are designed to enhance both convenience and environmental responsibility. Our Smart Home Solutions enable users to control their devices remotely via mobile apps, optimizing energy use and minimizing waste. This smart management directly supports a greener lifestyle by reducing unnecessary power consumption.
Furthermore, our pioneering partnership with Red Sea Global to deploy the world’s first zero-emission 5G network demonstrates our proactive approach to sustainability. This network, powered by solar energy and featuring eco-friendly infrastructure, aligns with our goal to achieve net-zero carbon emissions by 2050.
Looking ahead, what are Zain KSA's key focus areas for growing its home propositions and solutions market share? What role do you play in innovating and meeting customers' evolving needs in this space?
At Zain KSA, our strategy for expanding our home propositions centers on anticipating and addressing the rapidly evolving needs of our customers. Our focus is on delivering high-performance connectivity and smart home solutions that seamlessly integrate into our customers’ lives.
We are committed to advancing our 5G network across the Kingdom, which enables us to offer unparalleled speeds and connectivity. This foundational upgrade supports our vision to provide innovative and comprehensive home solutions, including high-speed internet, smart home integrations, and premium entertainment packages.
One key aspect of our work has been developing and refining our product offerings based on deep customer insights and emerging trends. As part of our commitment to delivering seamless, integrated experiences, we have focused on unique partnerships that align with our vision for the future of streaming and gaming.
For example, our collaboration with OSN, Shahid, and STARZPLAY allows 5G users to enjoy complimentary access to premium OTT video services. Additionally, our partnership with NVIDIA to launch the first 5G cloud gaming platform, ‘GeForce NOW,’ in Saudi Arabia has revolutionized gaming. In 2022, we launched the cloud gaming/esports platform, PLAYHERA MENA, targeting the growing regional gaming markets. Over the next year, we will continue to explore new strategic alliances in streaming and gaming to transform the way our customers enjoy their home connectivity.
Looking ahead, we’re focused on understanding our customers, innovating our product mix, and providing service that goes above and beyond. This will help strengthen Zain KSA’s position as a leading home telecom solutions provider in the Kingdom. By aligning with what matters most to our customers and embracing new technologies, we can deliver even greater value. The home connectivity space is dynamic, and the team and I are excited to seize the new growth opportunities and actively shape the future of this segment.
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