Research

A Deep Dive into Saudi Culture

Shared by Omar Kassim·2nd August 2016·112 slides

An epic deep dive into Saudi Culture by Studio D.

"In 2014 Saudi Telecom Company (STC) had identified the need for a new service that better met the needs of "the Saudi youth", whose attention and Riyals were increasingly drawn to their competitors. As the incumbent state operator, they decided to build a new company from the ground up, one that was digital first, and brought Studio D in to help them find their north star.

The new service Jawwy, was launched in May 2016."

Read more background here: https://studiodradiodurans.com/pages/a-deep-dive-into-saudi-culture

Originally published on SpeakerDeck · 1,936 views. Counts captured on 8th November 2026.

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Text extracted from the preserved PDF. Charts and illustrations are shown in the slides above.

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Finding the Voice of a Mobile Brand A Deep Dive into Saudi Culture STUDIO D RADIODURANS x JAWWY

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THE ASK Saudi Arabia has a vibrant internet community. After an intensive research program, we delivered the research ﬁndings at an STC executive workshop in UAE and were able to In 2014 Saudi Telecom Company (STC) had identiﬁed the need for pinpoint exactly where the current mobile experience fell short and a new service that better met the needs of "the Saudi youth", how it could be addressed. We were able to articulate what it should stand for and why. The full report, and the discussions it triggered, whose attention and Riyals were increasingly drawn to became the foundation of the service and brand. competitors. As the incumbent state operator, they decided to build a new company from the ground up, one that was digital ﬁrst, and brought Studio D in to help them ﬁnd their north star. Our thanks go to the Jawwy team for the trust they placed in us, and of course to the many participants that contributed to the research. The new service Jawwy, was launched in May 2016. Working directly with the CEO and the Chief Brand Oﬃcer, their ask of us was: • Help us understand what it means to be a "Saudi Youth". • Identify current behaviours, patterns of use, pain points in the current mobile oﬀerings, and opportunities for innovation. • Challenge existing assumptions around what the new service should oﬀer and why. • Find the unique voice of Saudi youth culture, and help extrapolate this into what the brand should stand for, and why. • Build out a community that would become the earliest adopters of the service. The tactical challenges of running a project in Saudi Arabia are covered in this online case study, and will appear in-depth in forthcoming The Field Study Handbook. STUDIO D RADIODURANS x JAWWY 3

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The following is an abbreviated version of our presentation to the Jawwy team. It’s shared with permission, and has been edited to remove commercially- sensitive material. Participant names are anonymised. STUDIO D RADIODURANS x JAWWY 4

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1 Saudi Society A primer (yes, it all relates to mobile). STUDIO D RADIODURANS & JAWWY 55

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What do you know about Saudi Arabia? ? STUDIO D RADIODURANS & JAWWY 6

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“Dubai is just like a province of Saudi.” - Faisal, M, Human Resources Startup RIYADH STUDIO D RADIODURANS & JAWWY 7

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But… What does it mean to be Saudi? STUDIO D RADIODURANS x JAWWY 8

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There isn’t one culture in Saudi Arabia.

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TALKING ABOUT BEING “SAUDI” IS COMPLICATED SAUDI PASSPORT HOLDERS NON-SAUDI PASSPORT HOLDER* 70% of population 30% of population Saudi Royalty “brand-name” families Saudi national Saudi mother, Expat Migrant Illegal foreign e.g. manual Migrant e.g. Yemeni, labourer, Mostly expired father Pakistan, construction work permits Algeria, Indian, maid, driver. Egyptian Officially Saudi Worry/fear deportation Consider themselves “Saudi+.” Born and bred in the kingdom Arabic-speaking * Doesn’t include “traditional” western expatriates that come to KSA to work STUDIO D RADIODURANS & JAWWY 10

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TALKING ABOUT BEING “SAUDI” IS COMPLICATED SAUDI PASSPORT HOLDERS NON-SAUDI PASSPORT HOLDER* 70% of population 30% of population Saudi Royalty “brand-name” family Saudi national Saudi mother, Expat Migrant Illegal foreign e.g. manual Migrant e.g. Yemeni, labourer, Mostly expired father Pakistan, construction work permits Algeria, Indian, maid, driver. Egyptian Officially Saudi Worry/fear deportation Consider themselves “Saudi+.” Born and bred in the kingdom Arabic-speaking “SAUDI” YOUTH * Doesn’t include “traditional” western expatriates that come to KSA to work STUDIO D RADIODURANS & JAWWY 11

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“All the expats have Tiger Moms.” “When I score 99% on an exam, she asks me why I didn’t get 100%.” - Abdul, M, Expat Architect AL KHOBAR STUDIO D RADIODURANS & JAWWY 12

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Saudization is emphasizing the space between Saudis and “Saudis.” A more divisive experience for Saudi-born expats. An emphasis on Saudi as “front-line” staﬀ. Complacency in service from Saudi staﬀ. “We create ‘fake jobs’ or ‘ghost jobs’ where a Saudi national is ‘employed’ for the minimum wage, but does not need to turn up.” - Abdulrahman, M, Smarthome Entrepreneur JEDDAH STUDIO D RADIODURANS & JAWWY 13

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Saudization 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. E.g. In a business with 10 - E.g. In a business with 10 E.g. In a business with 10 49 employees, it would - 49 employees, it would - 49 employees, it would have 39% Saudi nationals. have 15% Saudi nationals. have 2% Saudi nationals. STUDIO D RADIODURANS & JAWWY 14

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For expats, there is a need for sponsorship Any male expat or migrant over the age of 22 is required to have a family or company sponsor. Without it they will either have to leave the country, stay illegally, or leave and return on a visit visa. A female will stay on her father’s sponsorship until she is married or finds a job that requires her to be on the company sponsorship. An expat in a government job will need to take company sponsorship. 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. Father’s accounts. responsibility to pay expense of iqama renewal every two years CONS 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. who has to exit the country or to obtain company sponsorship. Historically, many expats/migrants For the company: counts towards their Saudization stayed and entered the informal work sector. totals. STUDIO D RADIODURANS & JAWWY 15

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IN SUMMARY: What does it mean to be Saudi? Who is our target customer? Does it include expats, migrants, too?

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Cities are not designed for human scale social interaction. STUDIO D RADIODURANS & JAWWY

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Homes are designed for privacy… STUDIO D RADIODURANS & JAWWY 19

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There is clear segregation in the home… “The mens part of the house is “I have to leave the house when my bigger and more private - there is sister’s friends visit.” a separate entrance.” - Fairoz, M, Student living in a smaller home - Nawaal, F, Student living in a larger home RIYADH RIYADH STUDIO D RADIODURANS & JAWWY

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It is impossible to talk about Saudi society without truly understanding gender dynamics. STUDIO D RADIODURANS x JAWWY 21

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GENDER DIVISION THROUGHOUT LIFE MALES FEMALES All-boys school. All-girls school. All-male university. All-female university. All-male work place. All-female workplace or at home. 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 “Men are intimidated by me because they don’t see a woman without a head scarf very often.” - Bushra, F, Front desk at a mostly-male oﬃce JEDDAH STUDIO D RADIODURANS & JAWWY 22

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Division in cities. Division in the home. Division in education. Division in the workplace. STUDIO D RADIODURANS & JAWWY 23

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Women are newly empowered in Saudi society. However, they are still overlooked or over-simplified by businesses.

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There are additional costs to being an independent woman in Saudi. MOBILITY: MONETARY: EDUCATIONAL: SOCIAL: 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 girl’s 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). “My salary is tiny… I’m saving up “Final project presentations are the for a gym membership.” worst because it’s so hard to - Khairia, F, Social Media Manager present your work.” AL KHOBAR - Mona, F, Project Manager RIYADH *An allowance for drivers/mobility is provided for certain women through their employer. STUDIO D RADIODURANS & JAWWY 26

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“Everybody has a driver story.” - Salma, F, Event Planner JEDDAH STUDIO D RADIODURANS & JAWWY 27

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Society has the intention to “protect” them… MANDATORY DRESS CODE. WOMENS’ NAMES NOT SPOKEN IN PUBLIC. PHOTOGRAPHS OF WOMEN ARE HIGHLY SENSITIVE. ENDLESS STORIES OF HARASSMENT BY MEN OF ALL AGES… … often rightfully. “A boy took a photo of me and said, ‘I’ll show this to your father and share it with my friends if you don’t go out with me.’” - Sarah, F, Manager of a Photo Studio JEDDAH STUDIO D RADIODURANS & JAWWY 28

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However, women in Saudi are creative and powerful, and have a tremendous sense of personal identity. “I sometimes wear my “I wear hijab by choice, and cover pajamas to work under my my face when I’m uncomfortable.” abaya - nobody knows.” - Areej, F, Teacher - Suad, F, Marketing Executive RIYADH AL KHOBAR “We used to meet at coﬀee shops, but they'd kick us out during prayer time… now we have our writing club in a basement.” - Fatimah, F, Student RIYADH STUDIO D RADIODURANS & JAWWY 30

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The Part-Time Niqabi Womens’ desire to be covered is not indicative of their creativity, rebellion, ability to express themselves, exposure to or willingness to engage with other cultures. There is a choice to cover up, one fuelled by faith, familial respect, self-preservation and a desire for privacy and a modest appearance. For many, covering up is empowering. In public spaces, women can be completely anonymous. They can check out guys, eat messily (or not), and otherwise exist without drawing attention. Context switching depending on presence of family, other gender, people of authority. FULL-TIME NIQABI More likely to engage in mixed-gender activities, experiment, attend creative events. Context switching is diﬃcult, even if she wanted to do it PRIVATE SPACES PUBLIC SPACES (logistically). E.G. Resort, Home, Female-Only Retail More likely to choose a Saudi dress code dictates Any more modest wear private life. women must cover to here. is done by choice. BEACH WESTERN NO HIJAB LOOSE HIJAB HIJABI NIQABI WEAR CLOTHING ABAYA ALRAS ABAYA with western clothes worn underneath STUDIO D RADIODURANS & JAWWY

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When you notice a Saudi woman abroad the stereotype is a full-time niqabi, but in reality the others are not noticed, they’ve adjusted their appearance to match the environment. STUDIO D RADIODURANS & JAWWY 32

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“I just want to be considered as a consumer. When things are geared towards women, they are always ﬂowery or pink or bedazzled or whatever.” - Amani, F, Founder of KSA’s ﬁrst female gaming event RIYADH STUDIO D RADIODURANS & JAWWY 33

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SAPPHIRE: CONFIDENTIAL & PROPRIETARY - FOR INTERNAL USE ONLY STUDIO D RADIODURANS DECEMBER 2014 34

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2 Saudi Youth Culture …and the role of connectivity. STUDIO D RADIODURANS & JAWWY 35

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The youth has disposable income, relatively few distractions and time on their hands.

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Single youth don’t often live alone. It is customary for youth to live with their Sample Monthly Allowances & Wages: parents until they, themselves are married. MINIMUM WAGE* Living at home longer provides the space to Saudi 5,300 SAR explore things without a need to generate Non-Saudi 2,500 SAR income. PARENTAL ALLOWANCE (GRADE SCHOOL) ~500 SAR STATE-PAID STUDENT ALLOWANCE: BA 990 SAR MA/MSc 1,750 SAR PHd 2,500 SAR UNEMPLOYMENT BENEFIT: ~3,000 SAR (Saudi only) *Source: Al Arabiya News STUDIO D RADIODURANS & JAWWY 37

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You only leave home when you marry 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 Going to Starting a Lives at home college vs. career, if More family time/less until married, professional work staying home interested and or working in with family OR 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 STUDIO D RADIODURANS & JAWWY 38

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“Entrepreneurship here means having a ‘project,’ not necessarily a successful business.” - Noola, F, Social Media Planner RIYADH STUDIO D RADIODURANS & JAWWY 39

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“We’re not allowed to meet women — we have an empty space inside that we ﬁll up with social media.” - Mutaz, M, Photographer / Student AL KHOBAR

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Nuances in social media usage TWITTER Observe people/the opposite gender before SKYPE approaching. Acceptable for mixed communication when you’re YOUTUBE about to get married. Low barrier to entry for consumption and creation. “Free media” news replacement. INSTAGRAM SNAPCHAT Lifestyle positioning with Used for pedestrian as well as intimate conversations. strong control over what you Sexting is still a very high risk activity. are revealing in each photo. Private accounts ideal for WHATSAPP women. Dual-phone use allows for nuanced identity-switching, not least because WhatsApp is tied to distinct number. PATH Opt-in closed communities that are considered Dead or dying sufficiently private and FACEBOOK BBM trustworthy. That thing your parents From when are on, boring, and everyone had Source: Interviews. occasionally if you’re Blackberrys. bored. STUDIO D RADIODURANS & JAWWY 41

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Other Popular Saudi Apps GOOGLE MAPS SOUQ DEALS & PASSCODE FOR Because there are no SHOPPING WHATSAPP absolute addresses, Regional shopping Extra security layer for directions are relative deals. WhatsApp - required “and traffic is a bitch”. to read messages. CAREEM HUNGER STATION SALATUK ‫صالتك‬ Taxi on demand, or Food delivery. Muslim prayer book ahead. companion. EL JISIR HIJRI CALENDAR HOTSPOT SHIELD VPN Crowdsourced app for Useful in a country Access blocked global checking the traffic where you juggle content from on the Saudi - Gregorian to Islamic anywhere. Bahrain Causeway. calendars. GRINDR PRO Yes Grindr. Source: Interviews. STUDIO D RADIODURANS & JAWWY 42

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Faith & Technology What is the impact of smartphones on faith? Our There’s still a considerable grey area, for example starting assumption is that any new technology whether camera phones are considered haram or amplify behaviours. not. “The smart phone “I use Google Maps, makes un-Islamic and prayer apps.” behaviours more vs likely: music; porn; and general distractions.” - Aziz, M, Conservative Student RIYADH STUDIO D RADIODURANS & JAWWY 43

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“90% of dating starts online.” - Munira, F, Designer RIYADH STUDIO D RADIODURANS & JAWWY

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The Process of Dating The Saudi youth are just as curious as elsewhere, albeit with fewer oﬄine places to meet. How do you get a date? Dating means something diﬀerent. It’s more likely to live at home, and for there to be someone at home. The woman is more likely to consider someone as marriage material before being involved. What do women want, what do men want - how to behave with the opposite sex. VIRTUAL PHYSICAL Meet socially, at work, or (shamefully) at the corniche or mall HIGH RISK / COMMITMENT Catches Your TWITTER / Attention INSTAGRAM WHATSAPP SNAPCHAT IN-PERSON Online Meet in car, with Messages, More Photos / friends or abroad Follow Repost Direct Message Light Photos Messages (Dubai, Bahrain) Meet with families Arranged through family STUDIO D RADIODURANS & JAWWY

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“It’s OK if you are dating and we know it, just don’t have the audacity to admit it.” - Mona, F, Project Manager RIYADH STUDIO D RADIODURANS & JAWWY 47

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Love versus arranged marriage “To get married you ask your mother ‘ﬁnd me a good wife.’” - Aziz, Males can recommend suitable partner (this is considered less appropriate ARRANGED for females). LOVE Mostly meeting online before graduating to in-person meeting. STUDIO D RADIODURANS & JAWWY “I’m still waiting for permission from my parents to marry the M, Conservative Student man I love, it’s been 10 years.” RIYADH - Yasmin, F, Lecturer AL KHOBAR Both sides meet in the presence of Parents scout their parents. Meet If they like each around for with, then without other they swap suitable spouse. the hijab. contact details. Marry. Permission still Get engaged. Marry. required from parents. Suitability criteria can include coming from an “A failed engagement is appropriate family or tribe, decent salary, considered divorce.” job prospects. - Yasmin, F, Lecturer AL KHOBAR 48

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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. “Don’t use the photo of my face. Or my butt.” - Sarah, F, Manager of a Photo Studio JEDDAH “Please don’t Instagram anything from this event.” - Lina, F, Gallery owner, after a mixed-gender event AL KHOBAR STUDIO D RADIODURANS & JAWWY 49

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IN SUMMARY: How far do we want to go to support the youth’s need for online and offline connectivity and engagement?

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For Saudi male youth the car is the great liberator.

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A car offers freedom and privacy “The car is a private room, that you can put anywhere and do anything in.” - Mutaz, M, Photographer / Student AL KHOBAR “In my ﬁrst week of driving, my mileage was 5,000 kilometres from cruising.” - Salman, M, Student AL KHOBAR STUDIO D RADIODURANS & JAWWY 53

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Cost of owning a Car for guy *Toyota Corolla. 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. can’t touch it, and the other two are shared between myself, my SOCIAL brother and mother.” - Mutaz, M, Photographer / Student Males in the household obliged by parents to AL KHOBAR give the females of the house lifts. Responsibility often falls to youngest male who can drive. “We have four cars in the house.” - Abdulaziz, M, Car Event Planner SIDE NOTE JEDDAH There is no VAT on purchases, no road taxes or toll roads (except to cross to Bahrain). “70% of Porsche Carreras Paying for car parking is a relatively new are sold to women.” concept. Women can buy cars, but not drive them. - Abdulaziz, M, Car Event Planner JEDDAH STUDIO D RADIODURANS & JAWWY 54

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While smartphones are They are absolutely critical important to men… for female mobility. SMARTPHONE SMARTPHONE CAR STUDIO D RADIODURANS & JAWWY 55

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For Saudi female youth the smartphone is the great liberator. 56

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“The ﬁrst time I used Careem, there was happiness in my heart.” - Salma, F, Event Planner JEDDAH STUDIO D RADIODURANS & JAWWY 57

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The internet has provided a platform for unprecedented entrepreneurship, creative expression, and collaboration. For women, mobile technology and social media have provided a safe place to explore without judgement. STUDIO D RADIODURANS & JAWWY 58

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With increased traceabilty, women are now starting to hold a mirror up to harassing behaviours. “The minute you choose to sexually harass me you are giving me permission and in fact asking me to shame you on social media.” - @xxxxxxx (via Twitter) RIYADH STUDIO D RADIODURANS & JAWWY 59

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IN SUMMARY: How far do we want to go to meaningfully address female customers?

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3 The Trajectory of Saudi Youth STUDIO D RADIODURANS & JAWWY 61

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BEFORE THE INTERNET… Access to information about the world was mediated by the kingdom and by the media. There was limited information and cultural transfer into and out SOCIAL of KSA for brands and ideas that TRIBAL RELIGIOUS did not have a presence here. STUDIO D RADIODURANS & JAWWY 62

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NOW… Digital connectivity has provided unprecedented access to the world - above and beyond what is channeled (or “censored”). SOCIAL It also provides a platform TRIBAL RELIGIOUS through which the youth can establish their own place in the GCC/world. STUDIO D RADIODURANS & JAWWY 63

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“We only started learning about Saudi history in school through ‘National Studies’ ﬁve years ago. Before that we just learned about others.” - Hanif, M, One of KSA’s ﬁrst technology journalists RIYADH STUDIO D RADIODURANS & JAWWY 64

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“In Saudi you get judged a lot, everything is new.” - Abu Bakr, M, Actor JEDDAH STUDIO D RADIODURANS & JAWWY 65

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“Saudis voice their opinions online… but mostly in Arabic.” - Hassan, M, Video Producer JEDDAH STUDIO D RADIODURANS & JAWWY 66

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NOW… The youth is through being solely a consumer of other ideals and culture — primarily those of the west. There is a new found appreciation for Saudi culture— what they want to retain, and what they want to share out. STUDIO D RADIODURANS & JAWWY 67

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“I hate it when someone says I look American because of the way I dress.” - Ayesha, F, Design Student AL KHOBAR STUDIO D RADIODURANS & JAWWY 68

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“I don’t like @reze8a, he’s just copying Banksy.” - Ayesha, F, Design Student AL KHOBAR STUDIO D RADIODURANS & JAWWY 69

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“The educated youth know that every country has ﬂaws.” - Khairia, F, Runs multiple popular and underground book clubs AL KHOBAR STUDIO D RADIODURANS & JAWWY 70

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“I want to create a discussion about the boundaries in society.” - Raneen, F, Art Gallery Owner AL KHOBAR SAPPHIRE: CONFIDENTIAL & PROPRIETARY - FOR INTERNAL USE ONLY STUDIO D RADIODURANS DECEMBER 2014 71

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4 Telco customer journey Pain points & Opportunities STUDIO D RADIODURANS & JAWWY 72

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“You don't have to innovate, you just have the ﬁll the gaps.” - Faisal, M, Human Resources Startup RIYADH STUDIO D RADIODURANS & JAWWY 73

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Fragmented Retail Experience 5am 5am WESTERN SAUDI SHOPPING HOURS SHOPPING HOURS SHOPS OPEN SHOPS CLOSED CLOSED FOR PRAYER midnight midnight STUDIO D RADIODURANS & JAWWY 74

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Fragmented Retail Experience Prayer times based on movements of the sun, examples shown for November 2014. ~5:00 The call to prayer athan, challenges the FAJR / PRE-DAWN seamless retail experience. Although the time Wake up to pray, return to sleep spent praying is only 3 to 6 minutes (double for someone who is devout), shops close for 15 8:00 - WAKE UP to 30 minutes before and after prayers. Times change depending on time of the year / location of the sun. Shown for Riyadh in ~11:45 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 don’t prefer ~17:00 that. People prefer to go out MAGHRIB / SUNSET Women: logistically harder to coordinate ~18:45 Only one hour to do things. times - and when they get there they may be ISHA’A / NIGHT turned away due to retailers fearing a mixed Dinner happens afterwards - environment and questioning from Haia between 8pm-midnight. (unofficial mixed environment). SHOPS CLOSED 12am CLOSED FOR PRAYER STUDIO D RADIODURANS & JAWWY 75

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Lethargic service culture LOW SERVICE CULTURE EXPOSURE TO BEST IN CLASS: UBER, APPLE, ARAMEX 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. “Customer service was bad before - with Saudization it’s worse.” - Ghassan, M, Fashion designer “If I go to the store to resolve an RIYADH issue, I expect to spend up to 2 hours doing so.” “With Orange, they even call - Bushra, F, Advertising Assistant you back.” JEDDAH - Yasmeen, M, Lecturer, who studied in the UK AL KHOBAR STUDIO D RADIODURANS & JAWWY 77

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IN SUMMARY: A digital-first proposition will position us in proximity to world-class digital experiences. How will we shape up? 78

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Mobile & online are changing retail experience the world over. In Saudi, it enables signiﬁcantly more engagement.

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Multiple device usage is typical A LOW COMMITMENT SAUDI NUANCES As a relatively wealthy and mature smartphone In many countries “very personal”often means market many people have easy access to a second hiding an affair from one’s 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. The primary drivers for maintaining more than one smartphone are: • coverage. • managing work versus personal, and personal versus very personal. “I’ll wait until they oﬀer a good • being able to take advantage of data offers when offered by carriers. deal with data before loading that on my device.” - Adnam, M, Taxi Driver, with two smartphones in-car JEDDAH STUDIO D RADIODURANS & JAWWY 80

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Ways of obtaining a smartphone MOBILE OPERATOR STORE THROUGH WORK Very limited device choice. Comes with warrantee Provided by employer. A second, personal device and a higher price. Available as: device very likely. • Prepay, buy outright. • Postpay plan. GIFTED FORMAL MARKETS By close family, relatives, hand-me-downs, engagement gifts, prizes. From retail outlets such as Axiom, Jarir, Extra. Limited choice. Includes warrantee. Most people had access to acceptable quality smartphones and/or tablets in or around their household INFORMAL MARKET - ideal for using on a second SIM, should a good data plan be oﬀered. Wide range of devices. Purchase or trade-in. ~100 Riyals cheaper than formal retail. More outlets, but concerted in a couple of large markets per city. Warrantee might work, might not. STUDIO D RADIODURANS & JAWWY 81

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Prepaid versus Postpaid WHY PRE-PAID? WHY POST-PAID? Motivations for a pre-paid service include: As in other markets, there are 2 primary types of • Control over spend post-paid options available: • Fear of receiving a large bill (with post-paid) 1. Package (with mobile) 2. SIM only Flexibility to: Motivations for a post-paid services include: • Travel without paying for service while abroad Desire for subsidised device upgrades • Easily change plans and services • Guarantee of continuity of service (no running out • Easily change carriers / switch SIMs of credit) • No hassle of topping up or keeping up on usage • Perception that post-paid mobile is the “more adult” option 81% PRE-PAID 19% POST-PAID SOURCE: GSMA INTELLIGENCE STUDIO D RADIODURANS & JAWWY 82

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So, why try something new? COMPELLING REASONS TO LOOK INTO A NEW SERVICE, PLAN OR OFFER: • Better coverage • Same features, lower price • Picking my own number • Flexible packages (e.g. for travel, turning coverage on/off) • It’s cool / new • “All my friends are on it” (in-network calling) STUDIO D RADIODURANS x JAWWY 83

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“I’m coming back from Pakistan and need to be connected again.” - Ali, M, Online Car Salesman “I want a new mobile, and JEDDAH will get it with a package.” - Adnan, M, Manager JEDDAH “They’ve messed up for the last time” - Abdulrahaman, M, Smarthome Entrepreneur JEDDAH REGARDING VIRGIN: “I heard of a great new oﬀer” “My friends told me about it - - Adman, M, Taxi Driver there was no commitment so I JEDDAH signed up.” - Yasim, F, Lecturer AL KHOBAR STUDIO D RADIODURANS & JAWWY 84

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CUSTOMER JOURNEY CHA JOIN A NEW DISCOVER & LEARN CARRIER USE RECHARGE O S PREPAID & POSTPAID ! The traditional broadcast messaging doesn’t work. Above-the-line campaigns are seen as either very literal or “corny.” “STC’s bungee-jumping campaign was publicity- centred, didn’t mean anything. And we could tell the billboards were all photoshopped.” - Hanif, M, Technology Expert RIYADH STUDIO D RADIODURANS & JAWWY 85

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CUSTOMER JOURNEY CHA JOIN A NEW DISCOVER & LEARN CARRIER USE RECHARGE O S PREPAID & POSTPAID ! Don’t tell them what’s cool. “Telecoms try to adjust you to their idea of what is cool. Let me tell you what’s cool.” - Fatimah, F, Student RIYADH STUDIO D RADIODURANS & JAWWY 86

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CUSTOMER JOURNEY ISCOVER CHANGE PLAN & LEARN JOIN A NEW CARRIER USE RECHARGE OR ADD SERVICE SUP PREPAID & POSTPAID ! Plans and how they are presented are confusing. Packages, oﬀers and plans are confusing, and set customers up for disappointment, wasted time and money and unnecessary confusion. “I signed up for a ‘1-month data plan’ on the app - in the store I learned it was actually international data, and I could not get my money back.” - Yasmine, F, Lecturer AL KHOBAR STUDIO D RADIODURANS & JAWWY 87

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CUSTOMER JOURNEY A NEW CHANGE PLAN RRIER USE RECHARGE OR ADD SERVICE SUPPORT PREPAID & POSTPAID ! It’s 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. “[My postpaid service] is supposed to alert me when I hit 300 riyals - instead it shuts oﬀ my service and alerts me after.” - Khairia, F, Social Media Manager AL KHOBAR STUDIO D RADIODURANS & JAWWY 88

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CUSTOMER JOURNEY CHANGE PLAN USE RECHARGE OR ADD SERVICE SUPPORT PREPAID ! Due to store hours and poor digital experience, recharging is more difficult than it need be. “It’s not worth paying a driver to take me to buy top-up.” - Bushra, F, Advertising Associate 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

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CUSTOMER JOURNEY CHANGE PLAN USE PAYMENT OF BILL OR ADD SERVICE SUPPORT POSTPAID ! Bill horror stories. “My bill was higher than I had expected - I thought I knew more people who used Mobily. I guess most of my calls were out of network.” - Omar, M, Business Student AL KHOBAR STUDIO D RADIODURANS & JAWWY 90

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CUSTOMER JOURNEY E PLAN OR SERVICE SUPPORT PREPAID & POSTPAID ! Any service interaction takes a significant investment of time. “When I call STC, I fall asleep on the phone.” - Sarah, F, Manager of Photo Studio JEDDAH STUDIO D RADIODURANS & JAWWY 91

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Summary: Seven Pain Points 1. DISCOVER: The traditional broadcast messaging doesn't work. 2. DISCOVER: Don’t tell me what’s cool. 3. JOIN: Plans and how they are presented are confusing. 4. USE: It’s 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. 6. [postpaid] BILL PAYMENT: Bill horror stories 7. SUPPORT: Any service interaction takes a significant investment of time. STUDIO D RADIODURANS & JAWWY 92

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Principles for Experience Design CHANGE PLAN DISCOVER JOIN A NEW USE RECHARGE OR ADD SUPPORT & LEARN CARRIER SERVICE 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 Proactively determine how to save them money. Be ahead of your customers’ visibility to their extortionate bill. STUDIO D RADIODURANS & JAWWY 93

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IN SUMMARY: Where should we be invisible, where should we stand out? 94

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IN SUMMARY: Digital-first doesn’t mean digital-only. How will we support cash transactions? 95

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5 Methodology Glossary Additional Detail STUDIO D RADIODURANS & JAWWY 96 96

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Methodology & Participants The team used qualitative, ethnographic research We conducted: 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 comfortable: their homes; cafes; workplaces, and • Observations. where they hung out. Our local team also map to our recruiting criteria, DATA CONSENT and they are included in the in-depth interview figures. Written data consent was obtained for all interviewees, for internal use only. STUDIO D RADIODURANS & JAWWY 97

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Studio D ABOUT Studio D Radiodurans is a research, design and strategy consultancy based in San Francisco, Austin, Yangon and Tokyo. We are a small team of researchers, designers and business strategists. We have an innate curiosity of the world around us, and a unique perspective on how insight can be applied to strategy, design, public policy, community engagement, partnership models and brands. www.studiodradiodurans.com STUDIO D RADIODURANS & JAWWY 98

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STUDIO D RADIODURANS & JAWWY

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Glossary I ABAYA (‫)عباية‬: Worn by women on top of their ESTRAHA (‫)إستراحة‬: 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. ALHAMDULILLAH (‫)الحمدهلل‬: means ''All praise and thanks to god'' and is normally used in the event of EXIT RE-ENTRY VISA (‫)خروج وعودة‬: A visa that is receiving good news. required from all expatriates living in Saudi Arabia with a Residence Permit to exit the county and re- ATHAN (‫)أذان‬: The Islamic call for prayer. enter at a later time. CAREEM: A new taxi service in the Kingdom. Users HAI’A (‫)الهيئة‬: Literally means ''committee'''. It can book a car immediately or for a later time either refers to the Committee for the Promotion of Virtue through the website or mobile application. and the Prevention of Vice (CPVPV). This is the Saudi Arabian government agency employing DARBAWI (‫)درباوي‬: 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 the nation. activities including illegal street races, speeding and braeking other traffic rules. They are very HALAL (‫)حالل‬: Actions/actions that are allowed in prevalent in the Eastern Province. Islamic law (Shariah). STUDIO D RADIODURANS & JAWWY

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Glossary II HARAAM (‫)حرام‬: Action/actions that are deemed not KING ABDULLAH UNIVERSITY OF SCIENCE AND allowed according to Islamic law (Shariah). TECHNOLOGY (KAUST) (‫)جامعة امللك عبداهلل للعلوم والتقنية‬: A university located near Jeddah, Saudi Arabia where HEEBA (‫)هيبة‬: 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 (‫)حجاب‬: The literal meaning of hijab includes KING ABDULLAH FOREIGN SCHOLARSHIP PROGRAM (‫)برنامج خادم الحرمني الشريفني لالبتعاث الخارجي‬: 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. INSHALLAH (‫)إن شاءاهلل‬: Literally means “god willing” and is used to refer to an event in the future. MAJLIS (‫)مجلس‬: Means seating area. Saudi homes usually have two seating areas, Majlis Alrijal (‫مجلس‬ ‫ )الرجال‬which is for men and Majlis Alhareem (‫مجلس‬ ‫ )الحريم‬for women. STUDIO D RADIODURANS & JAWWY

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Glossary III MALE GUARDIAN (‫)محرم‬: Refers to a female’s father, RECHARGE: The process of topping-up or husband or brother. Under Saudi law it is a recharging a prepaid mobile phone line. requirement for a female to have a male guardian. Females require permission from their guardians SADAD Sadad (‫)سداد‬: originates from the word for marriage, divorce, employment, travel, Tasdeed (‫ )تسديد‬and is an Electronic Bill Payment conducting business or undergoing certain medical System widely used throughout the kingdom. procedures. SHABAB (‫)شباب‬: Means “youth”. MULHAQ (‫)ملحق‬: It is an extension to the Saudi house, but is not connected to it. It is usually used WASTA (‫)واسطة‬: Refers to the use of contacts with for guests and has a main room, mini kitchen and high authority to ease a process or task. bathroom. Typically has a television and entertainment system installed. NIQAT (‫)نقاط‬: Means points QAMA (‫)إقامة‬: Iqama means residence, and refers to the residence card held by foreign nationals who live and/or work in Saudi Arabia STUDIO D RADIODURANS & JAWWY

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CUSTOMER JOURNEY CHA JOIN A NEW DISCOVER & LEARN CARRIER USE RECHARGE O S PREPAID & 1. I hear about a new offer or company PAIN POINTS: POSTPAID 1. From friends OR 2. I see a special package campaign Above-the-line campaigns are seen as either ! very literal or “corny.” 2. I google the plan or company to learn more “STC’s bungee-jumping campaign was publicity-centred, didn’t mean anything. And we could tell the billboards were all Compelling reasons to look into something new: photoshopped.” • Better coverage -Hanif, M, Technology journalist, Riyadh • Same features, lower price • Picking my own number • Flexible packages • Its cool / new • “All my friends are on it” (in-network calling) For women, the in-store experience lacks the ! service-oriented staff and culture of best-in- class commercial retail experiences. There is a general aversion of male salespeople when engaging with female customers. “I never browse plans at the store. They won’t help me, it’s unclear of my options, it’s inconvenient.” -Yasmine, F, Lecturer, Al Khobar STUDIO D RADIODURANS & JAWWY 103

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CUSTOMER JOURNEY ISCOVER CHANGE PLAN & LEARN JOIN A NEW CARRIER USE RECHARGE OR ADD SERVICE SUP PREPAID 1. Port my number, or pick a new one. PAIN POINT: 2. Pick an offer Packages, offers and plans are confusing, and set ! 3. Register with my Iqama ID, other information customers up for disappointment, wasted time 4. Put the SIM in the phone and money and unnecessary confusion. 5. [For many] Keep my existing carrier “I signed up for a ‘1-month data plan’ on the app - in the store I learned it was actually international data, and I could not get my money back.” -Yasmine, F, Lecturer, Al Khobar POSTPAID 1. [If package] Choose handset 2. Port my number, or pick a new one 3. Pick a plan and learn its limits (or not) 4. Sign Contract STUDIO D RADIODURANS & JAWWY 104

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CUSTOMER JOURNEY A NEW CHANGE PLAN RRIER USE RECHARGE OR ADD SERVICE SUPPORT PREPAID 1. Hope for consistent coverage PAIN POINT: 2. Check balance with USSD Rather than proactively notifying customers when 3. Either: ! they are near the limit, the carrier messaging that 1. Notice that you need to recharge OR actually is received during use is overbearing. For example, by default a notification with remaining 2. Run out of recharge, borrow someone’s balance is sent after every SMS sent. phone 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. “I put 20 riyals on last night, and my phone used it up already.” POSTPAID -Bushra, F, Advertising Assistant, Jeddah 1. Expect consistent coverage - become irritated “It doesn’t notify me about data usage - sometimes my credit gets unexpectedly used up.” when there isn’t. -Yasmine, F, Lecturer, Al Khobar 2. Continuously use service, hoping you don’t do “[My postpaid service] is supposed to alert me when I hit 300 anything outside of your plan. riyals - instead it shuts oﬀ my service and alerts me after.” -Khairia, F, Reader/Writer, Al Khobar STUDIO D RADIODURANS & JAWWY 105

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CUSTOMER JOURNEY 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 works) OR going through the trouble of acquiring 3. My driver, dad or brother a voucher in person. 4. The cleaning lady at my school/office “I can use my dad’s credit card, but for stuﬀ like top-up he’ll ask 2. Instantly** via: me why I need more credit - it’s not worth the hassle.” -Yasmine, F, Lecturer, Al Khobar 1. Mobile App “It’s not worth paying a driver to take me to buy top-up.” 2. Website -Bushra, F, Advertising Assistant, Jeddah 3. Kiosk at Mobile/Carrier Shop 4. Bank App At each recharge, customers must enter their 5. Bank ATM ! Iqama ID #. As this is a relatively new system and the number is rather long, it is often necessary to copy/paste it from a note or other place on the phone. **We have not been able to successfully recharge via mobile apps, kiosks or any means other than via Voucher. STUDIO D RADIODURANS & JAWWY 106

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CUSTOMER JOURNEY CHANGE PLAN USE PAYMENT OF BILL OR ADD SERVICE SUPPORT POSTPAID 1. Receive bill via SMS or Email. PAIN POINT: 2. Review bill & charges 3. Pay bill via: Similar to many other markets, most customers ! we met with post-paid plans had horror stories 1. Recharge Card of high bills and unexpected charges. These 2. Bank App varied from usage-based charges to straight up 3. Bank ATM errors on the behalf of the carrier. “My bill was higher than I had expected - I thought I knew more people who used Mobily. I guess most of my calls were out of network.” -Omar, M, Accounting Student, Al Khobar “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 you’ve been charged a lot for roaming. Don’t pay the bill - we will see if we can work it out for you.’ I couldn’t believe they were trying to save me money - I told all my friends about it.” -Abdulrahman, M, Smarthome Entrepreneur, Jeddah STUDIO D RADIODURANS & JAWWY 107

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CUSTOMER JOURNEY HARGE CHANGE PLAN OR ADD SERVICE SUPPORT PREPAID & 1. A need for a new service arises: PAIN POINT: POSTPAID 1. “I’m traveling internationally” 2. “I need more data / talk / text” Adding or removing some services can be done in ! app, while others cannot. Overall, mobile and 3. “I want to change my plan” web experiences do not support easy adding, 4. “I have a new job, and work phone” removing and management of plans and services. 2. Add a service or change a plan via: “The ‘text to activate’ packages doesn’t work.” 1. SMS (entering keywords) -Osama, M, Industrial Engineering Student, Al Khobar 2. App 3. Mobile/Carrier Shop 4. via Phone STUDIO D RADIODURANS & JAWWY 108

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CUSTOMER JOURNEY E PLAN OR SERVICE SUPPORT PREPAID & Outside of recharging, paying bills and normal PAIN POINT: POSTPAID questions / requests / changes in coverage, customers only engage when something is Resolving a service-related problem, especially wrong. For example, when a bill is too high, a ! with carriers in KSA, is akin to dealing with a visa prepaid service isn’t working. office or other government service. It is expected to be dreadful and time-consuming. “When I call STC, I fall asleep on the phone.” -Sarah, F, Photo Studio Manager, Jeddah “I expect to spend up to 2 hours at the store resolving an issue.” -Bushra, F, Advertising Assistant, Jeddah STUDIO D RADIODURANS & JAWWY 109

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