Etihad Salam Telecom Company, a premier telecommunications service provider in Saudi Arabia, has entered into a strategic partnership with ServiceNow, a globally recognized leader in AI-powered digital transformation. This collaboration, announced at LEAP 2025, aims to revolutionize support for small and medium-sized enterprises (SMEs) by harnessing the advanced capabilities of the Now Platform. By integrating cutting-edge technology with tailored business solutions, the partnership aligns with Etihad Salam Telecom Company’s “Human-Inspired Business Focus” theme, reinforcing its commitment to fostering innovation and efficiency in the SME sector.
As the demand for agile and scalable business solutions continues to rise, this initiative will provide SMEs with seamless access to essential digital tools, enabling them to streamline operations, enhance productivity, and accelerate their growth in an increasingly competitive market. Through this collaboration, Etihad Salam Telecom Company and ServiceNow are poised to redefine the SME ecosystem, offering intelligent, automated, and user-centric solutions that simplify digital transformation and drive long-term business success.
The SME sector in Saudi Arabia is experiencing rapid growth, with a 60% year-on-year increase and over 135,000 new business registrations in the most recent quarter alone. This surge underscores the rising demand for seamless, agile business setups. In response, Etihad Salam Telecom Company will provide a comprehensive suite of connectivity, managed services, and application-based solutions, while ServiceNow will contribute its expertise in process automation, particularly in HR, administrative, and management functions. By integrating essential business services into a single-source solution, this partnership will eliminate the complexity of managing multiple systems, allowing SMEs to focus on growth and innovation.
Cathy Mauzaize, President for Europe, the Middle East, and Africa (EMEA) at ServiceNow, emphasized the significance of this alliance, stating: “We are thrilled to join forces with Etihad Salam Telecom Company, a company that shares our vision for driving digital transformation across the Kingdom. Our combined offerings will help businesses leapfrog the complexities of setting up digital operations, enabling a faster time to value.”
The collaboration will feature platforms and solutions designed to optimize critical aspects of business operations. Incident Management will enable companies to minimize disruptions by swiftly restoring normal operations, ensuring business continuity. Change Management will facilitate high-velocity transformations within organizations, incorporating risk assessments and clear communication strategies to support smooth transitions.
ServiceNow’s HR Case & Knowledge Management system will play a crucial role in streamlining business operations by standardizing documentation processes and enhancing the efficiency of employee inquiries and requests. This will not only improve workforce management but also elevate the overall employee service experience, making business operations more responsive and structured.
Abdullah Mohammed Khorami, Chief Business Officer at Etihad Salam Telecom Company, highlighted the transformative potential of the partnership: “Our partnership with ServiceNow represents a significant milestone in our journey to provide SMEs with solutions that are not just innovative but also intuitive and responsive to their evolving needs. ServiceNow’s products bolster Etihad Salam Telecom Company’s telecom services with agile application development and automated workflows, ensuring rapid and flexible deployment that aligns with the dynamic needs of SMEs. Together, we are setting a new standard for customer-centric service in the telecom industry, empowering SMEs to thrive in an increasingly competitive landscape.”
Through this strategic collaboration, both companies are committed to delivering cutting-edge, tailored solutions that empower SMEs to seamlessly navigate digital transformation. By streamlining essential processes and enhancing operational efficiency, this partnership aims to create a future where enterprises can swiftly establish and scale their digital presence, positioning them for long-term success in an evolving digital economy.