Mobily is the official brand name of Etihad Etisalat, the new mobile service provider in the Kingdom of Saudi Arabia. Established in accordance with a 2004 royal decree, the ownership of the company is two-fold: A Saudi ownership, comprising public investors holding 20% of the company’s shareholding, while private investors own a 45% stake. The balance of 35% is owned by the Etisalat of UAE. Mobily has more than 4.5 million subscribers in its first operational year, and has been able to cover all the cities and major towns, as well as the highways in the Kingdom, as a remarkable achievement. Mobily’s points of sales are located in more than 4000 outlets throughout the Kingdom. The company aims at expanding rapidly through its major strategic back bone network project which will finish its first phase by the end of 2006.