Mobily hits out at STC campaign

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By  Published  October 27, 2006

Mobile operater Mobily has filed a complaint with Saudi telecom regulator the Telecommunications and Information Technology Commission (TITC) against rival Saudi Telecom (STC) for launching an advertising campaign which it says calls into disrepute its services.

Mobily has called on the telecom regulator to stop the campaign.

Mobily claims the advertising campaign, which STC launched in the Kingdom recently, makes a direct reference to one of its services, ‘Raqme’ (My Number), and discredits its coverage.

Humoud Al-Ghobaini, media manager at Mobily, said the company objected to the campaign on three grounds.

“First, STC used this brand in their ads and started a campaign without permission from TITC. Second, they are using our trademark. Third, they alluded to the weakness of our network in their ad by saying ‘what is the use of using Raqme if you don't have a good coverage?’”.

Al-Ghobaini said that Mobily was hoping that as a result of its complaint the TITC would ban the campaign.

However, it had yet to receive a response from the regulator, he said.

STC was contacted with regard to the aforementioned campaign, but did not respond to calls by press time.

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