The Royal Commission for Makkah City and Holy Sites significantly enhanced the pilgrim experience during Hajj by implementing advanced infrastructure projects, particularly in the energy and transportation sectors.

In a substantial investment exceeding SR3 billion ($800 million), the commission boosted electricity capacity in the holy sites by 95 percent and distributed more than 7 million cubic meters of water, ensuring robust essential services for pilgrims.

The commission also managed an integrated transportation system involving over 23,000 buses. It launched the General Center for Transport as a unified hub to streamline movement. This center spearheaded the public transportation plan for all stages of the Hajj, in collaboration with the Public Security. Dedicated frequency lanes for buses drastically reduced travel time to just 20 minutes.

In cooperation with the Ministry of Health and Kidana Development Company, the commission increased bed capacity in the holy sites by more than 60 percent and opened an emergency hospital. It also equipped 71 rapid intervention points for the Saudi Red Crescent Authority, shaded over 170,000 square meters of paths with rubber flooring, and planted 23,000 trees in Mina.

Royal Commission for Makkah City and Holy Sites CEO Saleh Al-Rasheed commended the tireless efforts of the wise leadership, which he said were instrumental in the success of this year’s Hajj season. He also lauded the continuous cooperation and diligent work of all participating entities.

Stanford Graduate School of Business selects companies that redefine industries, scale sustainably, and set new benchmarks for success. Aleph was the subject of a recent study titled “Aleph: A Collaborative Advantage,” which provided an in-depth exploration of how trust, innovation, and strategic execution built a company that is bridging the global digital divide.

Digital advertising has often been defined by volume and scale, where the focus is on platform size and audience reach, however the Stanford GSB case study, “Aleph: A Collaborative Advantage,” invites us to reconsider this approach, especially in emerging markets like the MENAT by considering the value of prioritizing the opportunities we unlock for businesses, creators, and communities across the world, which is at the core of Aleph’s mission, and particularly relevant to the MENAT’s dynamic landscape.

This region, with its unique blend of tradition and rapid modernization, stands at the forefront of not only digital transformation but digital revolution. Aleph’s approach, as detailed in the Stanford study, is not just about providing access; it’s about building a sustainable ecosystem that fosters growth and innovation. In MENAT, we see firsthand the transformative power of digital inclusion, where businesses are not just adopting new technologies, but are reshaping their identities and creating new opportunities. 

Aleph has been present in the MENAT for more than 20 years (previously Connect Ads), pioneering the digital advertising industry in the region with a geofootprint covering 15 markets through eight strategically located offices spanning the region, from the Atlantic Ocean to the Arabian Gulf, and being part of this as Aleph’s MD in MENAT, and I can speak on behalf of our entire MENAT teams of more than 180+ digital advertising experts, makes us proud — proud to be part of this great legacy, proud to play a role in empowering, advancing and developing our region and its great people. We see Stanford GSB case study, “Aleph: A Collaborative Advantage” as a testament to the value we bring. To put it simply, it is a confirmation that we are definitely doing something meaningful here.

Our journey continues and is defined by several key principles: decisive decision-making, unwavering persistence, a strong belief in our mission, and a clear vision for the future of digital growth in emerging markets. These principles are not just abstract concepts; they are the driving force behind our expansion, our partnerships, and our commitment to our clients across the MENAT. As the Stanford case study illustrates, our focus on education, financial solutions, and localized support is crucial for navigating the complexities of this diverse region.

Here are some key takeaways and highlights from the Stanford GSB case study, which are particularly relevant to our region:

• Building sustainable ecosystems: Aleph’s approach is about creating ecosystems that foster growth and innovation. This is particularly important in MENAT, where building a robust and sustainable digital infrastructure with an eye on human capability building and upskilling is crucial for long-term economic development.
• Empowering entrepreneurs: The case study emphasizes Aleph’s commitment to empowering entrepreneurs, a vision that strongly resonates in MENAT, where there’s a growing drive to support local businesses and innovation.
• Transformative power of digital inclusion: The study highlights the transformative power of digital inclusion. In the MENAT, this is evident in how businesses and people are adopting new technologies and reshaping their identities, leading to new opportunities and growth.
• Strategic focus: The case study also underlines the importance of education, financial solutions, and localized support, which are key to navigating the diversity and challenges of the MENAT region.

The MENAT region holds immense potential, and we are committed to unlocking it by providing businesses with the tools, knowledge, and connections they need to thrive in the global digital landscape. This case study is proof that our approach is not only effective, but also transformative. It inspires us to continue pushing boundaries, to keep innovating, and to work tirelessly to ensure that the digital future is accessible to all.

• The writer, Mohamed Megahed, is managing director of Aleph, MENAT.