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: