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.
USD2499
Log in to check if this content is included in your content subscription.
Related items
Article
Number two players such as VMO2 need to make changes to avoid being stuck in the middle
Forecast report
Mobile services: worldwide forecast 2025–2030
Article
SpaceX’s ambition to have a mobile network should be taken seriously, even if the current plan is flawed