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The Middle East presents one of the most exciting scenarios for the expansion of mobile value added services or Mobile VAS. In the Kingdom of Saudi Arabia (KSA), it was estimated that the number of mobile subscribers would reach 26.4 million* by end of year 2008, which represents a penetration of close to 100%. KSA also boasts a network coverage that is both extensive and strong with 3.5G, as well as a predominantly young, highly sophisticated market. As the pioneer Mobile VAS company in KSA, the International Company for Mobile Services (ICMS) is well-placed to tap the vast potential not just in the kingdom but the entire region. Our expertise and experience enables us to offer clients not just an unprecedented spectrum of out-of-the-box and customised solutions but comprehensive access to service providers as well, to leverage on the scope of possibilities presented.