Operator approaches to digital sub-brands in the Middle East and North Africa: case studies and analysis

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.