Basatne MENA and Likewize Launch Region’s First Subscription-Based Smartphone Program: ‘Upgrade & Protect’
In a game-changing move for the regional telecom sector, Basatne MENA, the regional arm of global circular economy leader Basatne, has partnered with Likewize, a world leader in device lifecycle services, to introduce ‘Upgrade & Protect’, the Middle East’s first subscription-based smartphone program. The initiative brings together sustainability, flexibility, and cutting-edge technology to reshape the future of mobile device ownership across the GCC.
With smartphone users in the GCC typically replacing devices every 12 to 18 months, and over 50 million handsets currently in use, ‘Upgrade & Protect’ replaces conventional installment plans with a dynamic monthly subscription model. This allows consumers to swap, upgrade, or protect their devices anytime, offering convenience and value while encouraging environmentally responsible practices.
The subscription model not only enhances the customer experience but also supports telecom operators with new recurring revenue streams aligned with environmental, social, and governance (ESG) goals. The launch comes at a critical time as GCC countries push forward with Net Zero goals, with the program aligned to the UAE’s Net Zero by 2050 Strategy and the GSMA’s Circular Economy for Mobile Devices initiative.
A Full-Circle Ecosystem for Device Sustainability
‘Upgrade & Protect’ leverages Basatne’s regional infrastructure, integrating:
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Cartlow – A robust re-commerce and trade-in platform
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Ardroid – An AI-powered reverse logistics engine
Together, these platforms offer telcos a comprehensive circular device lifecycle, including seamless collection, intelligent grading, resale, refurbishment, and eco-conscious recycling.
Likewise, with global operational expertise, it ensures scalability and telco integration, providing a turnkey, risk-free solution that delivers measurable economic benefits and environmental impact.
Strong Market Potential
The GCC market presents robust conditions for the adoption of device-as-a-service models:
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Smartphone penetration exceeds 90% across GCC countries
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Handset replacement cycles average 12–18 months
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The global device subscription market is forecasted to exceed USD 25 billion by 2027
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By 2026, 5G will cover 73% of GCC mobile subscriptions
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The regional market is expected to grow from 60 million units in 2024 to nearly 99 million by 2033
Industry Leadership
Mahmoud Abusway, Chief Commercial Officer at Basatne MENA, commented:
“Our partnership with Likewize marks a pivotal evolution in device ownership across the Middle East. By embedding circular economy principles into the telco model, ‘Upgrade & Protect’ delivers a flexible, sustainable solution that reduces waste, maximizes asset value, and transforms the device lifecycle for both consumers and operators.”
This landmark initiative redefines not only how devices are owned but also how value is created and sustained through circular practices. It sets a new benchmark for telecom innovation in the region, signaling a shift toward a more sustainable, tech-enabled future for the Middle East.
