Mobily uses Multimedia to Upgrade Store Design and Customer Experience

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Retail Design Institute recognizes phone retailer for interactive and technology-driven stores

Mobily has successfully converted its customers' traditionally inactive waiting time within its stores into an active experience

When 200 of retail's top designers, editors and vendors cast their votes for the most influential store designs of 2008, Mobily's use of technology and multimedia to improve customer experience earned the Saudi Arabian phone company first place in the service retailer category of the Retail Design Institute's 2009 International Store Design Awards.

By harnessing new technology, Mobily stood out from more than 135 architects, designers and retailers worldwide considered for the award. Mobily's store design uses digital signage networks, self-service kiosks and storewide audio to attract fresh customers and engage existing ones.

Mobily developed areas within each store called "Knowledge Zones," or "K-Zones," which include a welcome desk with a Q-Matic customer management system; a self-service area powered by interactive kiosks; a gaming zone; an Internet zone providing free online access; and a technical support area to help existing customers. The K-Zone setup reduces perceived waiting times, and it increases customer engagement and education while they are in the store.

In 2005, Mobily turned to PRO-AV, a division of United Yousef Naghi Co. Ltd., to help them develop an interactive environment in its stores. Currently, PRO-AV uses Scala digital signage software to power more than 1,000 plasma screens, 19 full-graphic LED screens, 100 interactive kiosks and five video walls and rear projection systems in 260 of Mobily's stores.

"Mobily has successfully converted its customers' traditionally inactive waiting time within its stores into an active experience," said Rami Badran, Director of PRO-AV. "We were happy to help the company deploy the technologies they needed to inform, engage and entertain customers."

"This is a great example of how broadcast and interactive digital media can be designed to add real value to a retail brand and its customers in a store environment," said Oscar Elizaga, Vice President for Scala EMEA. "PRO-AV successfully combined a wide variety of media into a unique experience for Mobily's customers, and Scala is excited to provide many of the operational elements that make the end result possible."

For more information relating to the Mobily network, please visit the Scala Web site at

About the Retail Design Institute and the International Store Design Awards

Since 1961, the Retail Design Institute has been the only non-profit organization dedicated to the international profession of retail store planning and design. Each year, the International Store Design Awards recognize the world's best stores in the categories of retail architecture and design in more than 18 categories. The 37th Annual International Store Design Awards were held in New York City on January 12, 2009.

About PRO-AV

PRO-AV, a subsidiary of United Yousef Naghi, became a Scala Partner in March 2006. The Yousef M. A. Naghi & Sons Group was founded in 1911 by Mohamed Abdulwahab Naghi, who started a small distribution business in Jeddah with particular attention to innovative marketing. Today, the group is jointly managed by Mr. Naghi's four sons. United Yousef Naghi has activities in the following major market sectors: automotive, consumer goods and foodstuffs; electronics and electrical goods; operations and maintenance; services; catering and restaurant operations; retail outlets; perfumes, cosmetics and personal care products; pharmaceuticals; medical technologies and services; transportation; foodstuff production and packing; and insurance and risk management services.

It's the policy of PRO-AV to achieve superior customer satisfaction by providing quality integration and high-end solutions that exceed customer requirements in a consistent manner in order to build a partner relationship with customers and suppliers. PRO-AV's mission statement is: "Supplying the world's latest technology and highest quality products and integrated solutions with reasonable cost to our customers."

About Scala

Driving more than 200,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world's first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, the Netherlands, France, Norway and Japan, as well as more than 450 partners in more than 60 countries. More information is available at

©2009 Scala, Inc. 350 Eagleview Blvd. Exton, PA 19341. Scala, InfoChannel, and the Exclamation Point Logo

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Lorena Crowley
Schubert Communications
610-269-2100 ext. 237
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Rami Badran
United Yousef Naghi Co. Ltd, PRO-AV Division
+966 2 663 3888 ext. 347
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