2023 was a landmark year for the Commercial Unit in capturing the benefits of its analytics engine and growing its capabilities’ depth and breadth. The Unit’s leadership further integrated an agile and empowering management set-up, and data-driven decisionmaking frameworks. It also evolved its top-tier digital capabilities and journeys, customer experience, and tailoring and targeting capabilities. Amongst other achievements, this resulted in the lowest-ever churn rates, the most active base on mystc app, and the highest-ever qitaf base and NPS scores; all the while, optimizing its spending.

On mobility services, the Unit was able to maintain market leadership by leveraging advanced analytics, elevated experience and network-leadership, and value-driven, segment-specific offerings and go-to-market. Indeed, its new go-to-market engine – enabled with next-gen analytics and intelligence across communications, sales, fulfillment, base management and loyalty management – was instrumental to its growth.

In fixed services, the Unit was able to maintain its positive momentum this year, through growth in high speed broadband plans – covering both fiber to the home (FTTH) and flexible working arrangement (FWA) – base management stimulation uplifting average revenue per user (ARPU), and attachment to multi-play, highervalue plans and targeted migration of the legacy copper base to high-speed broadband technologies.

With respect to the Unit’s adjacent services, it delivered a robust performance in 2023, achieving new heights across digital media streaming, gaming and eSports, consumer IoT and smart home, consumer electronics, logistics and distribution. On digital media, it delivered unprecedented growth in its stc tv active base, growing almost 2.3-fold, through a state-of-the-art platform and user experience, solid content portfolio and a repowered go-to-market push through bundling. It also achieved impressive growth on stc play over the last year, with a significant rise in registrations and engagement. In parallel, it has increased its stc play capabilities to better monetize its base and capture its fair share in the expanding gaming and eSports market to establish itself as a key player in the ecosystem.

On logistics, it substantially expanded its client base and its capabilities, doubling the number of last-mile deliveries for new clients. Lastly, it boosted its local and regional distribution capabilities, and capitalized on the launch of new MVNOs in the Kingdom to grow its distribution business.