source arabian industry
Company aims to be a game-changer in KSA, says CEO Faisal Al Bannai
UAE-based mobile phone retailer, Axiom Telecom, said that it intends to be a “game changer” in the Saudi Arabian market after being awarded an MVNO licence by the country’s regulator, the CITC earlier this week.
Axiom, which has a strong retail presence in Saudi Arabia, intends to “be unlike others in the mobile telecom operator business,” the firm’s CEO, Faisal Al Bannai, said in a statement.
“Our aim is to be a game-changer, much like the way Axiom Telecom has changed the very definition of innovative mobile retail and distribution services throughout the region,” he said.
The company gained one of three MVNO licences in KSA and will operate using the network of Zain Saudi Arabia.
Al Bannai said that the company’s strong retail presence in Saudi Arabia would give it an advantage in the MVNO market.
“Axiom Telecom’s retail presence in Saudi Arabia includes 120 branches and selling points, as well as 4,000 indirect sales channels (2,000 of which are dealt with through direct distribution). As the Kingdom’s largest mobile handset reseller, retailer and distributor, we know exactly what the market wants,” Al Bannai said.
“Our long-standing experience of offering the most up-to-date, value-added services will both inform and inspire our ability to excel as a mobile telecom operator that offers unique, competitive propositions to its customers.”
Al Bannai added that it was an “honour” to be selected for an MVNO licence and lauded the CITC’s decision to introduce MVNOs to the market.
The other successful bidders were Dubai-based Virgin Mobile MEA, which will partner with STC, and London-based Jawraa Lebara, which will partner with Mobily.
Axiom Telecom was founded by an Emarati entrepreneur, Faisal Al Bannai, with four employees at the start of its operations in 1996. Axiom became the official distributors for many mobile consumer brands in the UAE, including Nokia and Sony Ericsson, and had already sold the largest number of Nokia branded communicators in the Middle East.
In 2001, Axiom grew rapidly and introduced its first retail outlet in the UAE.
In 2003, Axiom started its regional roll-out, and has since established presence in Kuwait, Bahrain, Qatar, Oman, Saudi Arabia (2006), Egypt (2007), London in 2007 and India (2007).
In December 2005, TECOM, a member of Dubai Holding, acquired a 40% share of the Axiom Telecom.
Today Axiom owns and operates stores through partner arrangements in the UAE with Spinneys and Union Co-op outlets. Axiom is also the exclusive telecom partner for Adnoc, Emarat, Enoc & Eppco petrol stations where mobile phone accessories are sold in over 350 locations.
In June 2011 Dubai Holding sold 14% of Axiom Telecom
Photo Credit: Faisal Al Bannai, founder and CEO of Axiom Telecom.