Etihad Etisalat (Mobily) will launch a high-value loyalty programme for its growing customer base on June 23.

This was announced by the company in a recent statement.

According to details made available by Mobily executives, the loyalty programme dubbed “Neqaty” (My points in Arabic) has 10 levels of benefits for Mobily’s current and future customer base – among them five levels than can redeem their points for external products.

Highlights of the programme include 100 points for customers, who activate new lines, 50 points for people who update their identification information, 100 points for every year that a customer has been with Mobily, as well as other generous rewards to be announced the coming Saturday.

“We want to give value back to our customers,” said Ahmed Alhashmi, deputy chief marketing officer.

“Without them, we could not be where we are today,” he added.

Redemption of points is convenient and hassle free, and takes a few minutes through innovative e-vouchers possible available for the first time in the Kingdom.

Customers only need to visit loyalty program partners and request their points.

There agents activate the points, after which a text message is sent to the customer with a PIN code

Once the customer presents the PIN code, he has a choice of using the redeemed points for a purchase at the loyalty partner’s outlet or benefiting from more Mobily services.

The PIN code itself guards against redemption fraud and saves customers from the inconvenience and risk of losing paper vouchers. Validity for the redemption of points is up to two years and customers.

“We don’t want to burst the bubble, but we want to give back real value to our customers,” he said. “You will see what I mean next Saturday.”

So far, the program has two loyalty partners: Axiom Telecom and Al Haddad Telecom, with more partners signing on, as Mobily finalizes negotiations.

The programme is available to both prepaid and postpaid customers.

Mobily is the official brand name of Etihad Etisalat, a mobile service operator in the Kingdom of Saudi Arabia, established in accordance with a 2004 Saudi Royal Decree.

Mobily is a listed Saudi company and floated 20 per cent of its shares on Tadawul, the Saudi stock exchange in December 2006.

Private investors hold another 45 per cent of the company’s shares, with the remainder, 35 per cent, in the hands of Etisalat. TradeArabia News Service