By Eng. Sulaiman Almusallam, CEO of Red Bull MOBILE in Saudi by Future Network Telecommunications
Today, digital connectivity underpins nearly every facet of daily life. From endless hours of surfing and streaming to constant communication and entertainment, connectivity shapes how people think, behave, and engage—especially the youth. At the centre of this transformation lies the telecommunications industry. Once limited to selling talk time, texts, and data, telcos now stand at a pivotal crossroads, pulled by their legacy yet pushed by the potential to evolve beyond utility into dynamic lifestyle brands.
Globally, telecom companies have faced financial, operational, and market pressures for years. Many have struggled to remain relevant in a world dominated by over-the-top platforms and digital-native services. But those that are adapting (by moving beyond basic connectivity to offering experiences that enrich customers’ digital lives) are rewriting the narrative.
In Saudi Arabia, telecom companies have been vital to the Kingdom’s digital transformation. As Saudi Arabia progresses towards its Vision 2030 ambitions, telecom players are no longer just infrastructure providers, they have the potential to become cultural, economic, and social enablers. But to truly thrive in this next chapter, they must go further. It’s time for Saudi telecom companies to evolve into lifestyle brands, especially for their most vital audience—the youth.
With over 60% of the Saudi population under the age of 35, the future of the Kingdom is young, connected, and ambitious. This generation seeks more than transactional services. They crave digital experiences that reflect their values, amplify their passions, and move at the speed of their lives. For telecom companies, this is an invitation to embed themselves in the everyday experiences of Saudi youth to help them express themselves, learn, create, and thrive.
Saudi youth are global in mindset but deeply rooted in their culture. They are gamers, fashion-forward creatives, wellness seekers, aspiring entrepreneurs, and content creators. Their phones are not just tools; they are extensions of identity and purpose. For telecom providers to remain relevant, they must speak the language of this generation, understand their rhythms, and empower their lifestyle.
But the big question that still remains is: how can Saudi telecom companies rise to the occasion?
Align with National Priorities
It starts by aligning with the Kingdom’s forward-looking vision. Vision 2030 places a strong emphasis on innovation, entrepreneurship, and youth empowerment. Telcom companies can bring this to life through coding bootcamps, digital literacy programmes, mental health initiatives, and start-up funding opportunities. Becoming a lifestyle brand in Saudi Arabia goes beyond entertainment, it’s about enabling future readiness and national progress.
Co-Create Digital Communities
Saudi youth aren’t just consumers, they’re creators. They don’t want more apps; they want spaces where they can feel seen, heard, and empowered. Telcom companies can build platforms that support indie game developers, fashion designers, artists, and other digital entrepreneurs. These communities can provide tools for monetisation, mentorship, collaboration, and global exposure, all backed by the company’s reach and infrastructure.
Celebrate Saudi Culture and Identity
Telecom companies have the reach to spotlight what makes Saudi culture unique. Through collaborations with local artists, musicians, influencers, and cultural institutions, companies can celebrate the Kingdom’s heritage and creativity. Whether through curated music playlists, AR filters inspired by Saudi art, or national day activations, telecom providers can embed themselves in moments of pride and cultural relevance.
Personalise, Localise, Humanise
Data should do more than drive sales, it should deepen understanding. Offers tailored to students, gamers, young parents, or creatives can forge real emotional connections. But personalisation must be matched with humanisation. Telecom companies need to move beyond algorithms and adopt a tone that feels relatable and relevant, using humour, storytelling, and real-time interaction to become part of everyday conversations.
Every meaningful transformation requires a shift in mindset. For telecom companies, this means moving from selling services to shaping experiences. The infrastructure is already in place. What’s needed now is a compelling narrative that positions them as enablers of ambition, creativity, and progress.
The path forward is clear. Telecom companies must build brands that capture the spirit, diversity, and ambition of Saudi Arabia’s youth. Not as a one-time campaign, but as a lasting promise. Because in the future, success won’t be defined by speed or coverage alone. It will be defined by how deeply a brand connects and how strongly it makes people feel they belong.
