Sedra Arabia
Sedra Arabia is a leading Saudi Arabian engineering consultancy specialising in event construction and risk management. It manages all elements of projects including the build, operation and dismantling of the venues. Sedra Arabia has delivered some of the Kingdom’s most ambitious entertainment projects, including the Esports World Cup in Riyadh in both 2024 and 2025.
The challenge
The projects that Sedra Arabia work on involve many different suppliers and contractors and contain huge amounts of data about every element of the build. Previously, Sedra Arabia, like many similar organisations, relied on Excel spreadsheets and WhatsApp groups to manage site operations and processes—such as snagging. However, this approach no longer provided the level of visibility and control that the business required.
In effect, thousands of observations and updates were being exchanged without traceability. The business was also facing issues with achieving effective decision making, due to a lack of visibility caused by the manual processes and the delays in data collection.
Eng. Thamer Al Aydaa, CEO, Sedra Arabia explained, “We were using Excel and WhatsApp to manage operations with hundreds of vendors. If you missed one message, you could miss everything—and lose control of the project.”
The solution
Partnering with Trimble, Sedra Arabia adopted Viewpoint Field View to digitise workflows, enhance visibility and enable real-time decision-making across all project phases—transforming its workflows from manual to fully digital. The cloud-based field management solution streamlines snagging, task allocation, job progress tracking and on-site form completion.
Trimble supported Sedra Arabia through a phased rollout of Viewpoint Field View, including providing training to its teams. Senior members of the Sedra Arabia team were among the first to receive training to allow them to understand how it could be applied to a project. This was then extended to the wider team as it approached use on a live project. The consultancy now has around 45 members of staff trained on Viewpoint Field View
Thamer explained the impact that Viewpoint Field View has had on Sedra Arabia’s operations, “With Field View, everyone knows their responsibilities and can provide instant feedback. We moved from WhatsApp chaos to real-time control.”
Sedra Arabia made the decision to implement Viewpoint Field View at EWC 2025. As a large, complex project that included every phase. From building to operation to dismantling of the venue, it provided a thorough test of the system’s capabilities on a live project.
For EWC 2025, over 5,000 observations were managed digitally through Viewpoint Field View during the course of the project. It enabled far better control of the project for Sedra Arabia, including zero data loss, immediate issue resolution, improved health and safety tracking, and faster decision-making. Sedra Arabia also saw a significant reduction in rework, helping to improve its costs on the project.
All contractors and subcontractors were able to adopt Viewpoint Field View with ease, even with minimal experience of this type of solution. Each task and observation was automatically assigned, tracked and closed in the system.
The results
Sedra Arabia has attributed the introduction of Viewpoint Field View, and the enhanced control it offers, to improved client trust and reputation, leading to invitations to work on new national projects.
In addition to enhanced control and improved visibility of data on projects, Viewpoint Field View offers additional benefits for Sedra Arabia, with one being the flexibility of the system. Sedra Arabia can create custom forms and processes that exactly match its requirements. It also allows the prioritisation of tasks to ensure the most urgent or time-sensitive issues are addressed first. Additionally, the platform has the flexibility to be used for a wide range of applications including construction, facilities management tasks and health and safety processes.
Viewpoint Field View also enables better information sharing with the client. Rather than sharing a folder with various reports and documents, Viewpoint Field View allows simple and organised sharing and distribution, including among those in the client organisation and other stakeholders.
Thamer summed up the benefits, “The client receives every report with full documentation—images, layouts, even videos—without needing platform access. It’s professional, transparent, and saves time.”
Conclusion
Sedra Arabia’s adoption of Trimble Viewpoint Field View marked a turning point in how fast-track entertainment projects are executed. By digitizing site operations, the company gained unprecedented control, safety assurance and stakeholder trust – proving that digital field management is not a luxury but a necessity for modern construction.
The collaboration between Trimble and Sedra Arabia demonstrates how data-driven, connected construction empowers companies to deliver complex projects faster, safer and smarter.
Thamer concluded, “Digital transformation in site management is not the future—it’s now. If you don’t start today, you’re already behind.”
