Tech Mahindra, a leading provider of digital transformation solutions, has signed a partnership with  Etihad Etisalat (Mobily) to deliver best-in-class loyalty programmes for individual and business customers.

With focus on elevating customer loyalty programmes, the partnership will deploy Comviva’s GenAI-powered next-generation MobiLytix Rewards to revamp Mobily’s Neqaty loyalty programme. Comviva, a Tech Mahindra company, is the global leader in customer experience and data monetisation solutions.

Tech Mahindra will utilise its extensive expertise in digital transformation and market presence to ensure the successful deployment of Mobily’s loyalty programmes. It will provide Mobily with a single platform that supports both earning and redemption points journey for its customers.

The implementation, coupled with an intuitive app built on MobiLytix and web access channels, will provide a seamless customer experience for both end users and businesses. Additionally, the partnership will provide gamification, digital marketing technology, and advanced business analytics to execute high-impact loyalty marketing programmes for Mobily’s customers.

Ram Ramachandran, SVP & Head – Middle East & Africa, Tech Mahindra, said: “In the rapidly evolving telecom landscape, maintaining customer loyalty is a formidable challenge, accentuated by the industry’s intense competition and the quest for innovation. Our partnership with Mobily has the potential to set new benchmarks in loyalty management, and we look forward to the possibilities it presents. By combining our efforts, we aim to create leading loyalty programmes on a global scale and pave the way for a brighter future in this rapidly changing landscape.”

Through this partnership, Tech Mahindra will provide digital transformation capabilities that will evolve with the loyalty system needs, seamlessly integrating with the Mobily ecosystem and third-party platforms.

Yousef A Alsuhaibani, CIO at Mobily, said: “As a leading digital innovator in Saudi Arabia, we are dedicated to positioning Neqaty among the top loyalty programmes globally. We are thrilled with our strategic partnership with Tech Mahindra and looking forward to reshaping the landscape of rewards programmes for our customers. Together, we are embarking on a journey to build an innovative Loyalty Programme that places a strong emphasis on delivering an exceptional and personalised customer experience.”

Manoranjan (Mao) Mohapatra, Chief Executive Officer at Comviva, said: “Personalising experiences is key to building consumer trust and successful loyalty programmes. Our MobiLytix Rewards solution shall unlock the power of data science and enable the delivery of new customer experiences by seamlessly blending advanced AI, gamification, and data-driven insights. We have always been at the forefront of creating cutting-edge loyalty solutions, and this partnership further solidifies our dedication to pushing the boundaries of what’s possible.”

Comviva’s MobiLytix is one of the leading marketing platforms globally that unifies customer engagement, data science, and intelligent automation capabilities within a single platform to execute campaigns in real-time and at scale.

By engaging customers with the right message at the right time across any channel, organisations can improve customer experience, increase customer lifetime value, and drive revenue growth. With over 300 million deployed customer base, MobiLytix has a proven track record of customer success.