Operator approaches to digital sub-brands in the Middle East and North Africa: case studies and analysis
"Operators in MENA should consider adapting the digital sub-brand model to non-telecoms services in order to target new segments and diversify their revenue."
Several operators in the Middle East and North Africa (MENA) have introduced new digital sub-brands since 2019, primarily to grow their market shares in the underperforming youth prepaid segment. This report provides case studies of such digital sub-brands as well as recommendations for older brands and for operators that are aspiring to launch their own digital sub-brands to capture subscriber acquisition opportunities.
Questions answered in this report
- Which market segments do the selected sub-brands serve?
- How do operators launch and promote their sub-brands?
- Which features characterise the sub-brands’ offerings?
- How do sub-brand operators differentiate their propositions from the competition?
- To what extent have sub-brands had an impact on their parent operators’ performance metrics?
Case studies in this report
- ANA, Ooredoo (Kuwait)
- New Shababiah, Ooredoo (Oman)
- Yooz, Ooredoo (Algeria)
- Yooz, Ooredoo (Iraq)
- Yoxo, Orange (Morocco)
- oodi, Zain (Iraq)
- Yaqoot, Zain (Saudi Arabia)
Read our associated article here.
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