Virgin Mobile’s Middle East and Africa (VMMEA) unit has hit 2.5 million subscribers, claiming to be the fastest growing mobile virtual network operator (MVNO) in the region.
Active in the region since 2006, VMMEA said the milestone was achieved by speaking to the region’s data-hungry young population.
“The mobile markets of Middle East and Africa are highly connected, young, and extremely data-driven. We are proud that 2.5 million people have signed up for VMMEA’s service. It’s fantastic that millions agree we are making mobile better with digitally-driven and customer-centred offerings,” said Mikkel Vinter, chief executive officer (CEO) and founder of VMMEA.
VMMEA has proved particularly popular in Saudi Arabia, which by the end of 2015 accounted for 1 million subscribers only one year after the service launched in the country. Of this subscriber group, 280,000 people signed up through the digital Number Booking Service, an initiative that allowed customers to choose their new phone number online.
“Market dynamics in this region are moving so quickly. In the Gulf region, in particular, there is an increasing focus to the customer experience both via traditional and digital channels,” Vinter said. “The swift and sustained adoption of VMMEA services signals that as a Group we are well positioned for this change.”
VMMEA currently has operations in South Africa, Oman, Malaysia, Jordan and Saudi Arabia, and says it has more operations in the pipeline in support of an aggressive growth strategy. The operator said it hopes to hit 10 million subscribers in the region within the next five years.