Total revenues for the company jumped 23% to SAR 16,013 mn due to higher usage rates and increased revenues from postpaid subscribers. EBITDA margin was 38.5% due to the growing contribution from higher margin data revenue and increasing efficiencies. Net income grew 40% to SAR 4,211 mn attributed to outstanding EBITDA increase of SAR 1,327 mn and lower finance costs. Strong cash flow will help achieve balance between continuous growth and dividend distribution in the future.

2. 2 Highly Confidential11/16/2015
Financial Performance
• Total revenues jumped to SAR 16,013 mn with 23% yoy growth due to
higher usage rates in terms of minutes traffic and data transmission,
increase in revenues from postpaid subscribers, with corporate
revenues more than doubled and a strong Hajj season.
• Ebitda margin of 38.5% was a direct result of the growing contribution
from higher margin data revenue; besides, an increase in on-net
revenues and improving efficiencies.
• A significant growth of 40% in the Net income compared to the
previous year to reach SAR 4,211 mn is attributed to outstanding
EBITDA increase of SAR 1,327 mn and lower finance costs.
• The increase in EBITDA accompanied with the decrease in Net Debt
have led to a decline in Net Debt/EBITDA ratio to 0.95 times.
• Strong cash flow will help to achieve balance between continuous
growth and distribution of dividend in the future.
3,581 3,972 3,989 4,471 4,484
5,127
13,058
16,013
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Total
year
2009
Total
year
2010
Revenues(KSAR)
23 %
1,180 1,388
1,648
1,948
1,577 1,760
4,837
6,164
32.9%
34.9% 41.3%
43.6%
35.2%
34.3%
37.0%
38.5%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Total
year
2009
Total
year
2010
Ebitda & Ebitda margin (KSAR)
714
901
1,138
1,459
998
1,164
3,014
4,211
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Total
year
2009
Total
year
2010
Net Income (KSAR)
40 %

3. 3 Highly Confidential11/16/2015
UMTS
(August 2006)
UMTS/HSDPA
(May 2007)
HSUPA/HSDPA trial
(December 2008)
HSPA launch
(March 2009)
HSPA+ trial
(February 2009)
LTE trial
(April 2009)
ACCESStechnology
HSPA+ launch
(Dec 2009)
ACCESS speed (starting at 384kbps for UMTS and passing 100Mbps with LTE)
Mixing technologies
WiMAX launch
(2008)
WiMAX coverage
expansion
(throughout 2009 & 2010)
►Main mass market
technology is HSPA(+).
►WiMAX as an alternative
to offload Network capacity
in dense and high usage
areas.
Data Evolution
TDD LTE
Sept 13, 2011
(First in MENA)

4. The SDP
story..How it all
started..

5. ..with a disaster
 No clear business
requirements..hype cycle
 3yr implementation
 Performance issues
 It ended up as an IT project
 Eventually abandoned

6. Then came the phone that
changed everything..

7. 7 Highly Confidential11/16/2015

8. 8 Highly Confidential11/16/2015

9. 9 Highly Confidential11/16/2015

10. 10 Highly Confidential11/16/2015

11. Mobily developer award
 3 main awards total USD 90000
 Best app-Best Idea-Best design
 Selection via voting

12. The SDP
story..How it all
started..

13. 13 Highly Confidential11/16/2015
•Best App Award
•Best App Idea Award
•Best App Design
Mobily Developer Award ..

14. 14 Highly Confidential11/16/2015
Mobily Developer Community will
provide the infrastructure, which will
provide application development know-
how, training content/service for
relevant services & apps
Adoption of an integrated service
delivery platform (SDP)
Developer enablers can also be
exposed for App developers.
Testing environment to assess
application quality and stability.
Publishing and advertising for selected
Apps. Are also part of the developer
programme.
Developer Ecosystem Description
Transport
SDP
Testing Advertising Training
Developer
Enablers
Network
The App Store
Third party content
partners
Mobily Developers Ecosystem

15. 15 Highly Confidential11/16/2015
• Limited service offering;
• Cracked Business process;
• Too much time for SP/CP and service introduction;
The Challenges for Transformation in Mobily Network
• The service recommended is not what I want;
• Can not get the services what I want easily;
• Less service guarantee, worry about Fraud ;
End User
• Complex for new service creation and incubation;
• No Bridge to connect Business, Enabler and IT;
• No SLA for SP/CP and Service;

16. 16 Highly Confidential11/16/2015
Milestone of Mobily NGSDP Foundation
Investigation and consolidation
for business requirements
2011-1-5
2011-4-5
2011-5-30
Ready for Service,
SDP Framework is ready;
2011-7-5
The first SDP service launch;
All SP Registration ready;UAT and IOT Testing
Launch more than 400
kinds of service
2011-9-25
Mobily App store and
App white labeling
2011-11-25
2012-3-25
SDP as a Service
SDP hosting and multi- rent

17. 17 Highly Confidential11/16/2015
From 0 to 100 in 8 months..
Dec10
Scoping
Jan11
Planning
Feb11
R&D
Mar11
Drop 1
test
April11
Drop 2
test
May11
Bug fix
review
June11
Acceptanc
e
July11
1st Service
developme
nt
Aug11
1st Service
commercial
launch

18. 18 Highly Confidential11/16/2015
MMSC
WAP
GW
LBS …SMSC
CP/SP CP/SP Developer
3rd SP/CP/Developer
BSS
Business
OSS
ERP
Facebook Twitter LinkIn
Internet
Unique Value from NG-SDP
SDP RA
• SDP as a HUB, bridge 3rd part Application, Internet, Enablers & IT system;
• User oriented service operation, tailored offering, bundle, promotion;
• Innovative environment for new service incubation;
End user IT
Enabler

19. 19 Highly Confidential11/16/2015
Build up Full Ecosystem Based on NGSDP
• Completed business flow and rules for ecosystem, Service innovation community for SP/CP and
developers, Telecom& Internet convergence and exposure as service;
Developer
Media/Application
Enterprise
Advertiser
Multiple Terminals
Abundant Applications
Convergent Experience
Flexible Business Mode
Mobily NG-SDP
Application
Center
Communi
cation
Center
Business
Center

20. 20 Highly Confidential11/16/2015
Agenda
1 Full Ecosystem based on Mobily SDP
2 Strategic Goals for Customer Satisfaction
3 The Future Trend of Mobily SDP

21. 21 Highly Confidential11/16/2015
Explore more Value from User Information
Marketing
Support
Service
Optimization
Service Audit,
Mgmt
User Profile/Behavior
Collection, Analysis, Mgmt
Mobily NGSDP
Business Operation Support
RBT
Down
load
MTV
Profile
Communication
Media
App
Aim Customer Find Customer
Product &ServiceFulfill & Evaluate
Customer

22. 22 Highly Confidential11/16/2015
Tailored Services based on User Preference
Improve user experience by customized
service and precision marketing;
• Customized multiple storefront for
service presentation;
• Focus and precise campaign and
promotion;
• Differentiated tariff plan for different
user group;
• App & services bundle based on user
preference;
Mobily SDP
service
service service
service
User Data Collection
Age, Gender, Contacts, Group,
Usage, Subscription, Page View…
Storefront
Campaign Tariff Plan Offering

23. 23 Highly Confidential11/16/2015
Lean Operation via Mobily NGSDP
Experiential Marketing Viral Advertising
Free
Users
Pay
Users
Loyal
Users
Gathering more users by
enlarging the user pool
• Word-of-mouth
• Creating a buzz
• Leveraging the media
Free use for premium
services for each register
user
Click to get
Use social storefront to
enhance awareness
NGSDP
Cross bundle and tariff
plan for different user
segmentation
NG
SDP
Cross Bundle

24. 24 Highly Confidential11/16/2015
Agenda
1 Full Ecosystem based on Mobily SDP
2 Strategic Goals for Customer Satisfaction
3 The Future Trend of Mobily SDP

25. 25 Highly Confidential11/16/2015
• Share media resource across Web TV, IPTV, MTV;
• Unified TV experience across multi screens;
• Extend applications from consumer to home;
TV across multi screens
Multi Screen Experience based on NGSDP
Content/Media
Introduction
SDP for Multi-Screens
Share IT & Network Capability
and User Group
WEB TV IPTV
Share Content & Media & App
Streaming
Application
Introduction

26. 26 Highly Confidential11/16/2015
Social Communication based on NGSDP
• Address Book and SNS
• Social Presence
• Smart call
• Online Storage and Sharing
• Multimedia Blog
• Multimedia Chat

27. 27 Highly Confidential11/16/2015
• Sharing the common infrastructure, utility and capabilities, avoid duplicated investment;
• Facilities the industry services development and deployment based on open framework;
• 360o user behavior analysis crossing domains;
M2M based on NGSDP
NG-SDP
IT Resource CapabilitiesTelecom Capabilities Internet Capabilities
Consumer & Home service Industry service
30 M People (7 Billion People Globally) 210 M Machine (50 Billion Machine Globally)
RCS, Payment, Music
IPTV … E-Health
M2M
E-Education
E- Government