The digital sub-brand model can support operators’ ambitions to explore new areas for growth

EITC (Emirates Integrated Telecommunications Company), Etisalat and STC launched sub-brands (Virgin Mobile, Swyp and Jawwy, respectively) in response to the increasingly saturated mobile markets across the Gulf region and the growing competition from web-scale companies. Their objective was to offer an appealing proposition to the already digitally savvy youth population.

This comment provides an overview of digital sub-brands in Saudi Arabia and the UAE, and discusses the potential for operators to expand into new segments and to adapt the model to enter new non-telecoms ventures.