Apple & Amazon poised to enter Saudi market

Apple and Amazon are in licensing discussions with Riyadh on investing in Saudi Arabia, according to reports from Reuters quoted in the local media. The move is said to be part of Crown Prince Mohammed bin Salman’s push to give the conservative kingdom a high-tech look.

A third source confirmed that Apple was in talks with

Both companies already sell products in Saudi Arabia via third parties but they and other global tech giants have yet to establish a direct presence.

Amazon’s discussions are being led by cloud computing division Amazon Web Services (AWS), which would introduce stiff competition in a market currently dominated by smaller local providers like STC and Mobily.

Riyadh has been easing regulatory impediments for the past two years, including limits on foreign ownership which had long kept investors away, since falling crude prices highlighted the need to diversify its oil-dependent economy.

Attracting Apple and Amazon would expedite Prince Mohammed’s reform plans and raise the companies’ profile in a young and relatively affluent market, which already boasts some of the highest internet and smartphone use in the world. About 70 per cent of the Saudi population is under 30 and frequent users of social media.

A licensing agreement for Apple stores with SAGIA, Saudi Arabia’s foreign investment authority. is expected by February, with an initial retail store targeted for 2019, according to  sources familiar with the discussions. Amazon’s talks are in earlier stages and no specific date has been set for investment plans, they added.

Apple already holds second place in the Saudi mobile phone market behind Samsung, according to market researcher Euromonitor.

Amazon acquired Dubai-based online retailer Souq.com earlier in 2017, opening access for Amazon retail goods to be sold in the kingdom.

Both companies declined to comment on developments, while SAGIA was not available to comment.

While Saudi reform plans call for luring foreign investment broadly across sectors, officials have courted Silicon Valley players especially strongly over the past two years to complement their high-tech ambitions.

Prince Mohammed is an avowed technophile and has styled himself a disrupter in the model of Steve Jobs, Mark Zuckerberg and Bill Gates. During an official visit to the United States last year he met executives at Facebook, Microsoft and Uber, in which the sovereign wealth fund he chairs later took a $3.5bn stake. Since then, he has also set up a $45bn technology investment fund with Japan’s SoftBank and announced plans to create a futuristic $500bn mega-city with more robots than humans.

Apple and Amazon have both been on a Saudi priority list of foreign firms which officials hope to attract to further their reforms, one of the sources said.

This edited article first appeared in Gulf Business

 

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