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Working directly with the CEO and the Chief Brand Ocer, their
ask of us was:
RIYADH
e.g. Yemeni,
labourer,
Mostly expired
father
Pakistan,
construction
work permits
Algeria, Indian,
maid, driver.
Egyptian
Arabic-speaking
e.g. Yemeni,
labourer,
Mostly expired
father
Pakistan,
construction
work permits
Algeria, Indian,
maid, driver.
Egyptian
Arabic-speaking
SAUDI YOUTH
AL KHOBAR
JEDDAH
The national policy of encouraging We pay 4,000 Riyals a month to our Saudi
the employment of Saudi
nationals in the private sector.
employee, and we get 2,000 back from the
government every month.
- Joharra, F, Accountant
AL KHOBAR
GREEN ZONE
YELLOW ZONE
RED ZONE
Private companies who Has a low rate of Saudi Where the company needs
have Saudi workers that nationals working in the to actively hire Saudi
meet the government company - and no nationals or risk going out
policy, Niqat.
expatriates can be hired.
of business.
FAMILY SPONSORSHIP
COMPANY SPONSORSHIP
PROS
PROS
Easier to travel and get re-entry into Saudi. Easier to get credit cards, since its tied to bank
Freedom to quit job, change to other job. Fathers accounts.
CONS
For the employee: Must find family sponsor or leave
the country if fired or the contract expires. Needs
If father or guardian passes away, either the person company to sponsor trips outside the country.
RIYADH RIYADH
MALES FEMALES
All-boys school.
All-girls school.
All-male university.
All-female university.
Hang out with guy friends at the Hang out with girl friends at the mall,
mall or estraha. restaurants or in homes.
Struggle to relate
JEDDAH
STUDIO D RADIODURANS & JAWWY 22
Division in cities.
Division in education.
In a wholly car culture, On average, women without a In state colleges, male For many employers, an
women are forced to pay family driver spend 2,100 to teachers are not able to interview with a girls
for transit, and are at the 3,000 SAR per month getting physically see the girls they father (or other formal
mercy of family males, around ($560-800USD).*
are teaching. As a result, girls permission) is required
family drivers or taxis are less engaged and unable before she can be hired.
regarding to where and Gym memberships cost 4x that to effectively present their
when they travel.* of memberships for men, and work.
For fear of harassment
are considered a medical from masses of men,
service, meaning they are In order to obtain certain women limit the places
only available only in scholarships, a mahram must where they socialize with
hospitals. accompany the girl to college each other.
(and live with them).
RIYADH
*An allowance for drivers/mobility is provided for certain women through their employer.
JEDDAH
often rightfully.
A boy took a photo of me and said, Ill show
this to your father and share it with my
friends if you dont go out with me.
- Sarah, F, Manager of a Photo Studio
JEDDAH
I sometimes wear my
I wear hijab by choice, and cover
pajamas to work under my
RIYADH AL KHOBAR
in a basement.
- Fatimah, F, Student
RIYADH
RIYADH
MINIMUM WAGE*
~500 SAR
BA 990 SAR
MA/MSc 1,750 SAR
PHd 2,500 SAR
UNEMPLOYMENT BENEFIT:
Until Aged 21
At 22: Allowed to Lives at home
Parental permission leave the country until married, If divorced,
required to leave the without parents or working in then will
MALE country. permission. another city. return home.
10 20 30 40 AGE
FEMALE
another city.
support. Professionally sound/
qualified and employed
Married/giving
in a high position
birth/more
(probably government
family time
or own job).
OR
Mid-career
RIYADH
social media.
AL KHOBAR
Nuances in social media usage
TWITTER
SNAPCHAT
GOOGLE MAPS
SOUQ DEALS & PASSCODE FOR
Because there are no SHOPPING
WHATSAPP
CAREEM
HUNGER STATION
SALATUK
EL JISIR
HIJRI CALENDAR
HOTSPOT SHIELD VPN
Bahrain Causeway.
calendars.
GRINDR PRO
Yes Grindr.
Source: Interviews.
STUDIO D RADIODURANS & JAWWY 42
Faith & Technology
What is the impact of smartphones on faith? Our Theres still a considerable grey area, for example
starting assumption is that any new technology whether camera phones are considered haram or
amplify behaviours. not.
RIYADH
- Munira, F, Designer
RIYADH
VIRTUAL PHYSICAL
Arranged
through family
STUDIO D RADIODURANS & JAWWY
Its OK if you are dating and we
know it, just dont have the
audacity to admit it.
RIYADH
AL KHOBAR
Males can
recommend Both sides meet in
suitable partner the presence of
(this is considered Parents scout their parents. Meet If they like each
less appropriate around for with, then without other they swap
ARRANGED for females). suitable spouse. the hijab. contact details. Marry.
LOVE
Mostly Permission still Get engaged. Marry.
meeting online required from
before parents. Suitability
graduating to criteria can include
in-person coming from an A failed engagement is
meeting. appropriate family or
tribe, decent salary,
considered divorce.
job prospects. - Yasmin, F, Lecturer
AL KHOBAR
STUDIO D RADIODURANS & JAWWY 48
For women, a desire to participate in digital
and public society is continuously balanced
with the desire for modesty and privacy.
The lines for privacy have shifted in other societies in Saudi society they remain static.
JEDDAH
AL KHOBAR
AL KHOBAR
AL KHOBAR
FINANCIAL
We have three cars, one is
Gasoline: ~$7 a full tank By comparison in
the $US starts at ~$35. Plus maintenance and
exclusively for my father, we
insurance.
cant touch it, and the other two
are shared between myself, my
SOCIAL
brother and mother.
- Mutaz, M, Photographer / Student
SIDE NOTE
JEDDAH
JEDDAH
STUDIO D RADIODURANS & JAWWY 54
While smartphones are They are absolutely critical
important to men for female mobility.
SMARTPHONE SMARTPHONE
CAR
56
The rst time I used
Careem, there was
happiness in my heart.
JEDDAH
RIYADH
RELIGIOUS
SOCIAL
RELIGIOUS
RIYADH
JEDDAH
JEDDAH
AL KHOBAR
AL KHOBAR
AL KHOBAR
AL KHOBAR
SAPPHIRE: CONFIDENTIAL & PROPRIETARY - FOR INTERNAL USE ONLY STUDIO D RADIODURANS DECEMBER 2014 71
4
Telco customer journey
Pain points & Opportunities
RIYADH
SHOPS OPEN
SHOPS CLOSED
midnight midnight
STUDIO D RADIODURANS & JAWWY 74
Fragmented Retail Experience
Prayer times based on movements of the sun, examples shown for November 2014.
~5:00
November 2014.
DHUHR / MIDDAY
The exact times that people shut and open for
When school is coming out. Most
prayer are varied. You can either be kicked shops take break at that time. Banks
out, locked in (at restaurants) or locked out.
used to close at that time, around 15
~14:45
years ago.
A retail visit, including driving and parking ASR / AFTERNOON
can easily take two hours. A female customer A good window to do things like
is not even sure if she can get inside the store.
shopping. People dont prefer ~17:00
SHOPS CLOSED
Expectation of long wait times, low expectations Instant access, on-demand, low barriers to use e.g.
of service & vague wait times, inaccessibility / app, personal accountability, location as a given,
difficulty of access, no accountability, either tiers of service quality (silver, gold, platinum) &
Super VIP - royalty, or special for unclear clarity of where you stand, clear correlation between
circumstances, vague rules, many opportunities service and cost.
for hidden charges.
AL KHOBAR
STUDIO D RADIODURANS & JAWWY 77
IN SUMMARY:
A LOW COMMITMENT
SAUDI NUANCES
As a relatively wealthy and mature smartphone In many countries very personaloften means
market many people have easy access to a second hiding an affair from ones spouse, but in KSA it
or third handset, or tablet. With easy access to encompasses sharing communication with a tight
prepaid there are low costs to maintaining a second group of family or friends. Furthermore, being on
SIM/smartphone. This is a poly-amorous market.
certain applications (like WhatsApp) automatically
means sharing your mobile number with others.
coverage.
JEDDAH
Very limited device choice. Comes with warrantee Provided by employer. A second, personal device
and a higher price. Available as:
device very likely.
Postpay plan.
GIFTED
FORMAL MARKETS
By close family, relatives, hand-me-downs,
engagement gifts, prizes.
WHY PRE-PAID?
WHY POST-PAID?
2. SIM only
Flexibility to:
81% PRE-PAID
19% POST-PAID
Better coverage
JEDDAH
Theyve messed up for
the last time
- Abdulrahaman, M, Smarthome Entrepreneur
JEDDAH
REGARDING VIRGIN:
AL KHOBAR
STUDIO D RADIODURANS & JAWWY 84
CUSTOMER JOURNEY
CHA
JOIN A NEW
DISCOVER & LEARN CARRIER
USE RECHARGE O
S
PREPAID
&
POSTPAID
RIYADH
CHA
JOIN A NEW
DISCOVER & LEARN CARRIER
USE RECHARGE O
S
PREPAID
&
POSTPAID
RIYADH
PREPAID
&
POSTPAID
Packages, oers and plans are confusing, and set customers up for disappointment, wasted time
and money and unnecessary confusion.
AL KHOBAR
PREPAID
&
POSTPAID
! Its tricky to track what I have used and what I have left.
There is a constant paranoia around running out of coverage (for prepaid) or accruing ridiculous
charges (for postpaid); a worry about whether someone has enough, or whether their current
call/data session/SMS will use up the last of their recharge.
AL KHOBAR
CHANGE PLAN
USE RECHARGE OR ADD SERVICE
SUPPORT
PREPAID
JEDDAH
**We have not been able to successfully recharge via mobile apps, kiosks or any means other than via Voucher.
STUDIO D RADIODURANS & JAWWY 89
CUSTOMER JOURNEY
CHANGE PLAN
USE PAYMENT OF BILL OR ADD SERVICE
SUPPORT
POSTPAID
AL KHOBAR
E PLAN OR
SERVICE
SUPPORT
PREPAID
&
POSTPAID
JEDDAH
4. USE: Its tricky to track what I have used and what I have left.
5. RECHARGE: Due to store hours and poor digital experience, recharging is more
difficult than it need be.
PREPAID
Only do above- At signup, Never let customers Make recharge via Managing services Buck the expectation
the-line provide simple be stranded without app, web, SMS or and features of a painful, time-
advertising. and smart ways coverage. Provide a USSD painless digitally - especially intensive support
for customers to limited number of and effective. via app or mobile experience.
set preferences emergency top-ups web - has to be easy Incentivise staff to
and alerts. - either digitally & and effective. use these moments
automatically or by as opportunities to
sending an agent. set a positive
impression.
POSTPAID
PAY BILL
94
IN SUMMARY:
95
5
Methodology
Glossary
Additional Detail
practices to conduct a deep dive into Saudi Youth 38 in-depth interviews with a range of youth,
culture.
from Saudi to expat, 50% male/female split, across
a range of professions: student, accounting,
LOCATIONS
architect, teacher, fashion designer, social media,
event planner, video-producer, entrepreneur and
Research was conducted over a seventeen day period small business owners
in November and December 2014, in Jeddah, Riyadh 3 expert interviews with a PR guru, head of a social
and Al Khobar. Additional primer interviews were run media agency, and an underground hip hop DJ
with Saudi expats in San Francisco, Austin and New 2 group interviews: employees of a female social
York City.
media agency (Riyadh), and a design event (Al
Khobar)
Wherever possible interviews were conducted in Contextual interviews in operator stores, retail
contexts where the participants felt most spaces, where people hang out, and homes
ABOUT
www.studiodradiodurans.com
ABAYA (): Worn by women on top of their ESTRAHA (): It can be described as a small
clothing in order to cover their bodies. Black in farm-like closed area which can either be rented
colour.
out or owned. Groups of guys/girls go there to hang
out, play video, smoke sheesha.
CAREEM: A new taxi service in the Kingdom. Users HAIA (): Literally means ''committee'''. It
can book a car immediately or for a later time either refers to theCommittee for the Promotion of Virtue
through the website or mobile application.
and the Prevention of Vice (CPVPV).This is
theSaudi Arabiangovernment agency employing
DARBAWI (): A street word that refers to a "religious police"to enforce the Islamic law
subculture of Saudis that take part in dangerous car (Sharia)within thenation.
HARAAM (): Action/actions that are deemed not KING ABDULLAH UNIVERSITY OF SCIENCE AND
allowed according to Islamic law (Shariah).
TECHNOLOGY (KAUST) () : A
university located near Jeddah, Saudi Arabia where
HEEBA (): Word used to describe someone or top talent from around the world is invited in. The
something that is prestigious or shows or gives the university has a non-saudi environment in terms of
feeling of a high status.
gender mix. It is seen as a cultural experiment.
HIJAB (): The literal meaning of hijab includes KING ABDULLAH FOREIGN SCHOLARSHIP
PROGRAM () : An
not only covering the head and chest for women,
but also the decency and modesty in the interaction initiative that aims to provide the youth of the
between men and women. The more common use of kingdom with the opportunity to study in the
the word is to describe women who cover their head world's best universities. The scholarships available
and chest from men that are not immediate family.
are selected based on the needs of government
ministries, national corporations and the private
sector.
MALE GUARDIAN (): Refers to a females father, RECHARGE: The process of topping-up or
husband or brother. Under Saudi law it is a recharging a prepaid mobile phone line.
procedures.
CHA
JOIN A NEW
DISCOVER & LEARN CARRIER
USE RECHARGE O
S
PREPAID
&
Better coverage
-Hanif, M, Technology journalist, Riyadh
Same features, lower price
Flexible packages
PREPAID
1. Port my number, or pick a new one.
PAIN POINT:
2. Pick an offer
POSTPAID
1. [If package] Choose handset
4. Sign Contract
STUDIO D RADIODURANS & JAWWY 104
CUSTOMER JOURNEY
PREPAID
1. Hope for consistent coverage
PAIN POINT:
2. Check balance with USSD
1. Expect consistent coverage - become irritated It doesnt notify me about data usage - sometimes my credit gets
unexpectedly used up.
CHANGE PLAN
USE RECHARGE OR ADD SERVICE
SUPPORT
PREPAID
Ways to recharge:
PAIN POINT:
1. Voucher, from:
1. Grocery Store
For women, recharging means either access to /
!
ownership of a credit/debit card (assuming it
2. Mobile/Carrier Shop
I can use my dads credit card, but for stu like top-up hell ask
2. Instantly** via:
me why I need more credit - its not worth the hassle.
2. Website
4. Bank App
**We have not been able to successfully recharge via mobile apps, kiosks or any means other than via Voucher.
CHANGE PLAN
USE PAYMENT OF BILL OR ADD SERVICE
SUPPORT
POSTPAID
STC sent me a bill for 16,000 riyals, it was nuts. I called customer
service and they did not explain why. I left and joined Mobily
With Mobily, I was abroad and came back and got a call from them
saying I see youve been charged a lot for roaming. Dont pay the
bill - we will see if we can work it out for you. I couldnt believe
they were trying to save me money - I told all my friends about it.
PREPAID
&
3. Mobile/Carrier Shop
4. via Phone
E PLAN OR
SERVICE
SUPPORT
PREPAID
&
CONTACT US