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Mobile Trends Shaping MENA In 2024

Explore the dynamic mobile trends shaping MENA in 2024, from the widespread adoption of 5G, to the rise of super apps, mobile e-commerce growth, the key role of affiliate marketing, and more.

Published

3 years ago

December 29, 2023

Aleksandr Kryvosheiev

Shutterstock

The mobile industry landscape in the MENA region is evolving at an unprecedented pace, driven by technological advancements, changing consumer behaviors, and the ever-growing demand for connectivity.

As we delve into 2024, let’s explore the key mobile trends. Alexander Kryvosheiev, CEO of mobile performance network Mobmio, leveraged his experience of collaboration with hundreds of mobile apps to determine factors that are currently shaping the mobile landscape in this dynamic region.

5G Continued Adoption

Significant investments in infrastructure promise faster internet speeds, low latency, and enhanced connectivity. Countries like the UAE, Saudi Arabia, Oman, Kuwait, Bahrain, and Qatar have already rolled out commercial 5G services, with others, including Turkey, Jordan, Lebanon, and Iran, planning their implementation. Visionary development plans such as Saudi Arabia’s Vision 2030 and Qatar’s National Vision 2030 underscore the region’s commitment to digital transformation.

Rise Of Super Apps

Super apps are gaining prominence in the MENA region, offering users a comprehensive experience by integrating multiple services into a single platform. Going beyond traditional functionalities, these apps seamlessly combine messaging, e-commerce, ride-hailing, and more. Local and international companies are investing in the development and expansion of super apps, promising users a more integrated and efficient mobile experience.

Mobile e-Commerce Growth

E-commerce is experiencing significant growth in MENA, with mobile devices playing a central role. According to Mobmio’s data, mobile sales in MENA grew by an impressive 20% in H1 of 2023 YoY, with over half of all orders placed through mobile phones. Businesses are optimizing their platforms for mobile accessibility, and mobile payment solutions, including digital wallets and contactless payments, are gaining widespread popularity, aligning with the region’s push toward a cashless economy.

Affiliate Marketing Is The Key For App Growth And Monetization

Affiliate marketing emerges as one of the key instruments for app growth in 2024, providing a cost-effective means to expand an app’s reach. Collaborating with partners through platforms like Mobmio can lead to increased installs, higher user engagement, and potential revenue-sharing opportunities. The affiliate marketing channel also gives mobile apps an additional monetization stream. Mobmio estimates that global revenues of mobile partners grew by 20% in the first half of 2023 – and the second half of the year is expected to show even stronger growth in app revenue from affiliate sources.

Quality Of Traffic Matter

Both mobile applications and the brands are placing a heightened focus on the quality of traffic. In 2024, the development of proprietary anti-fraud systems or partnerships with contractors, such as affiliate networks and agencies, capable of addressing this concern, will be crucial for app owners.

Alternative Traffic Sources Gain Popularity

Alternative mobile traffic sources, such as messengers and TikTok, continue to gain prominence in 2024. The sales share through these platforms is expected to grow in MENA, and mobile applications are actively utilizing them to expand their user base. The high engagement levels and inherently mobile nature of these platforms provide nearly seamless user acquisition channels for applications.

The mobile landscape in the MENA region for 2024 is characterized by innovative trends that promise to reshape how individuals connect, consume content, and engage with digital services. From the widespread adoption of 5G to the rise of super apps and the surge in digital commerce, the MENA region is on the verge of a mobile revolution. As businesses and consumers embrace these trends, the mobile industry in MENA is set to play a pivotal role in shaping the region’s digital future.

News

Microsoft Plans $10 Billion-Plus Gulf Expansion Despite Iran Conflict

Security is shaping Microsoft’s approach, from resilience work with governments to what it will say about how the money splits by country.

Published

4 days ago

September 24, 2026

Nour Nasir

Microsoft

Microsoft is planning more than $10 billion of investment across the UAE, Saudi Arabia, Qatar and Kuwait through 2030, Vice Chair and President Brad Smith told Reuters, calling the spending schedule aggressive. The Iranian conflict that began on February 28 has not persuaded the company to scale back.

“We’re sustaining all the investments we planned to make before this conflict started, and we are in fact adding to them,” Smith said. The $10 billion-plus total does not, however, show how large those additions are.

The investment, which Smith described as part of Microsoft’s continued infrastructure expansion, is aimed at cloud and AI infrastructure and at the company’s growing regional operations. Microsoft also intends to put more than $400 million into subsea and terrestrial connectivity across the Middle East by 2030.

The spending fits the region’s own ambitions too. Gulf governments have been investing heavily in AI infrastructure as part of a push to diversify their economies beyond oil and gas and turn themselves into global technology hubs. Major cloud and AI providers have been drawn in part by the land and relatively low-cost energy on offer.

Microsoft is widening its partnerships with regional AI companies, though not on identical terms. In 2024, it invested $1.5 billion in Abu Dhabi-based G42 for a minority stake, and Smith currently sits on G42’s board. Saudi Arabia’s Humain and Qatar’s Qai are working with Microsoft on selected priority areas, but Smith said the company does not plan to make capital investments in either.

Also Read: Egypt’s Mobile Wallets Are Booming, But Cash Still Has Power

The conflict has added another strand to Microsoft’s work in the region. Since it began, Smith said, the company has supported regional partners with digital resilience assessments, and it is now working with Gulf countries through a digital resilience initiative focused on preparedness and the protection of critical data.

So far, the company has given no country-by-country breakdown of the investment, citing security among other factors. So while the headline figure is public, how Microsoft divides the spending among the four countries is not.