Carrier opens its new Middle East experience center in Dammam

stc group, a leading digital enabler, supported more than 1.6 million Hajj pilgrims with a robust digital ecosystem, ensuring seamless connectivity, secure communications, and an exceptional spiritual experience.

The group managed the holy season with outstanding readiness and reliability, elevating pilgrims’ experience through advanced telecommunications infrastructure and dedicated onsite maintenance teams. stc utilized its integrated operations center to monitor all performance indicators in real time, while leveraging cutting-edge analysis and network operation technologies to make swift, precise decisions, ensuring uninterrupted service, even during peak network traffic.

stc’s network reached record-breaking data and call volumes on the day of Arafah and the first day of Eid Al-Adha, surpassing previous Hajj seasons. The deployment of an advanced technical system powered by generative AI and cognitive SON enabled more than 14,000 technical actions per hour, a 30 percent increase from last year. This system also improved upload speed by 20 percent and achieved a self-recovery rate of more than 95 percent during peak times. stc’s 5G network recorded its highest-ever utilization rate of 90 percent during Arafah, successfully meeting the unprecedented demand and ensuring a seamless customer experience.

Data usage peaked at Muzdalifah on the first day of Eid, with a 64 percent increase in traffic, a 129 percent surge in 5G usage, and a 25 percent improvement in user experience. In Mina, AI-based predictive analytics optimized load distribution, boosting data traffic by more than 30 percent and enhancing 5G performance by 39 percent compared to last season.

In response to the heightened demand throughout this season, stc set up 436 fixed towers and 78 mobile towers to serve the Haram area and the holy sites, along with 259 5G sites, 83 upgraded 4G sites, and 21 additional coverage sites. Moreover, 998 Wi-Fi access points and 179 dedicated indoor data network sites ensured optimal coverage.

stc dedicated 144 critical communications network sites to deliver immediate support to security and service sectors, backed by a robust team of on-ground maintenance professionals ensuring uninterrupted services in all conditions. The group also played a key role in supporting government and private entities serving pilgrims, demonstrating its commitment to fostering national collaboration during the Hajj season.

stc contributed to the delivery of more than 203 million text messages on the day of Arafah, providing pilgrims with multilingual guidance to perform rituals with ease.

stc subsidiaries played a vital role in enhancing the Hajj experience. 

“sirar by stc” delivered cyber protection solutions to safeguard data and ensure the continuity of digital systems, while “specialized by stc” provided critical communication services via TETRA and LTE networks through its Miqat and Manasik solutions. Additionally, its Event Management Platform seamlessly connected operations rooms with field teams in real time, facilitating the safe and efficient movement of pilgrims.

“solutions by stc” contributed with advanced services such as SD-WAN, router management, and high-performance Wi-Fi to ensure continuous connectivity. “iot squared” introduced smart tents equipped with sensors to monitor temperature, humidity, and smoke, enabling early emergency detection and faster response through command centers.

“The success of this year’s Hajj underscores the group’s commitment to serving pilgrims as a trusted digital partner,” the group said. “Operating behind the scenes, stc connected hearts and networks by delivering advanced telecommunications services that respected the sanctity of the occasion. stc group is proud to support the goals of Saudi Vision 2030 by driving digital transformation and enhancing the experience of pilgrims during Hajj.”

Miele, the 125-year-old German manufacturer of premium appliances, continues to set global benchmarks in design, sustainability, and technological innovation.

At the heart of this evolution is Dr. Reinhard Zinkann, co-proprietor and managing director of Miele, who embodies the brand’s founding ethos: Immer Besser—Forever Better.

For Dr. Zinkann, leading a fourth-generation family business is not about simply maintaining tradition—it’s about enhancing it.

“Being a family business allows us to make decisions with a long-term perspective,” he said. “It frees us from the pressures of short-term gains and allows us to focus on quality, innovation, and environmental responsibility.”

Miele’s dedication to excellence is best illustrated in the life expectancy of its products. 

Designed and tested to last up to 20 years, their durability speaks not only to performance but also to a larger environmental ethic: fewer replacements and less waste.

In markets like the Middle East, where refinement and experiential luxury go hand in hand, Miele’s design philosophy plays a pivotal role. 

The brand seamlessly integrates form and function to craft appliances that are both elegant and efficient.

“We collaborate with top architects and designers globally to ensure our appliances are not just built to perform, but also to complement evolving interior trends,” said Dr. Zinkann.

This approach is showcased in the new Miele Experience Center in Riyadh, where fully integrated kitchens and living spaces allow visitors to interact with the brand’s offerings in lifelike settings.

“We’ve significantly reduced our operational CO₂ emissions, and many of our appliances now use recycled materials,” Dr. Zinkann added. “Our products are also designed for disassembly, making them easier to repair and recycle.”

Such initiatives earned Miele the German Sustainability Award 2023, reinforcing the company’s commitment to responsible innovation across its supply chain and beyond.

Miele has embraced smart living through its Miele@home ecosystem. From AI-powered ovens that learn your favorite recipes to washing machines that optimize cycles based on fabric type, Miele’s tech solutions aim to simplify life without sacrificing performance.

“Technology should enhance convenience, not complicate it,” Dr. Zinkann said. “Our goal is intelligent simplicity, always paired with elegance.”

He said: “Saudi Arabia is transforming rapidly, and we see a strong synergy between our values and the Kingdom’s aspirations.”

The center offers more than appliances; it hosts live cooking events, sustainable living workshops, and collaborations with local chefs. It’s a space where innovation meets culture, a symbol of Miele’s long-term commitment to the region.

Miele’s alignment with Vision 2030 isn’t accidental. Its focus on sustainability, innovation, and education mirrors the Kingdom’s path forward. 

Through partnerships with local entities like the Awad Badi Nahas Group, Miele is investing not just in market share, but in societal growth.

“We want to empower communities through knowledge and responsible innovation. Saudi Arabia is a key partner in that journey,” Dr. Zinkann said.

He added: “Today’s customers want appliances that reflect their values — efficiency, design, and sustainability.

“At Miele, we’re redefining what it means to be premium in a world that demands both beauty and responsibility.”