Etihad Etisalat (Mobily) has entered into a strategic partnership with Tech Mahindra, a provider of digital transformation and consulting services, aimed at enhancing loyalty programs for individual and business customers.
The collaboration will see the deployment of Comviva’s GenAI-powered MobiLytix Rewards, a solution designed to revamp Mobily’s Neqaty loyalty program. Comviva, a subsidiary of Tech Mahindra and a global leader in customer experience and data monetization solutions, will play a pivotal role in this initiative.

Tech Mahindra will leverage its expertise in digital transformation and market presence to ensure the seamless deployment of Mobily’s loyalty programs. The partnership aims to provide Mobily with a unified platform supporting both the earning and redemption points journey for its customers.

By integrating an intuitive app built on MobiLytix and web access channels, the collaboration promises a streamlined customer experience for both end-users and businesses. Moreover, it will incorporate gamification, digital marketing technology, and advanced business analytics to execute impactful loyalty marketing programs for Mobily’s clientele.

Ram Ramachandran, Senior Vice President & Head of Middle East & Africa at Tech Mahindra, has expressed optimism about setting new standards in loyalty management through collaboration with Mobily, aiming to create leading loyalty programs on a global scale.

Yousef Alsuhaibani, Chief Information Officer at Mobily, has highlighted the company’s dedication to positioning Neqaty among the top loyalty programs globally. He expressed enthusiasm about reshaping the rewards program landscape for customers, emphasizing the focus on delivering exceptional and personalized experiences.