According to a statement issued on the occasion, the new strategy aims to keep Mobily the leading telecommunications operator not only in Saudi Arabia but in the entire Middle East and North Africa region as well.

The company also aims to provide its employees the best working environment in the region, while enriching its customers lives with cutting-edge applications and state-of-the-art data and broadband services, the statement said.

Mobily's CEO Khalid bin Omar Al-Kaf congratulated his employees on the fifth anniversary and thanked them for exceptional efforts to make Mobily a success.

"Our strategy came about only after painstaking studies and evaluations of the Saudi telecom market," he said. "It will spread out a clear white canvas on which we will yet again paint a new picture of a developed telecom sector that will help spur the Kingdom's growth by staying in line with global trends and enriching the lives of citizens and residents."

After beating fierce competition from five other consortiums, Mobily won the Kingdom's second GSM license in late 2004 and, after six months of technical and commercial preparations, the company switched on its core mobile network on May 25, 2005.