World-first telecom marketplace launched in UAE

Dubai - Aladdin.Life - chaired by former du CEO Osman Sultan - to help users find, compare best mobile plans

A first-of-its-kind marketplace for the telecom industry has been announced in the UAE, which will help users make the most out of their mobile plans.
Aladdin.Life - which is chaired by former du CEO Osman Sultan - aims to connect customers to a platform that will help them discover, compare and make informed decisions about mobile and broadband plans and home services in the UAE. 
"Being connected has been a very vital part of what we do," he said during a video conference on Sunday.
"And now, more than ever, it is even more important in the situation we are in," he added, referring to the current Covid-19 crisis that has significantly increased the usage of mobile communications.
Aladdin.Life addresses challenges through solutions based on promoting transparency, choice and convenience for customers. Its 'Genie' search helps existing customers maximise the value of their current spend or increase savings. This is done by instantly matching their basic usage pattern with dozens and hundreds of price plans offered by UAE operators.
'Bazaar', meanwhile, is an online marketplace with online and online-to-offline shopping. It features the UAE's largest collection of mobile plans with sims and devices, and includes over 1,000 mobile price plans and more than 1,500 device installment plans offered by UAE operators. 
"It's all about reimagining the mobile experience... and this is such a big deal for customers," Subhra Das, Aladdin.Life's founder and CEO, said in the conference.
Citing research from Ericsson, he said that globally, the No.1 concern for users is that they are "crying for an effortless buying experience". Customers are also looking for more tools to customise their plans.
In the UAE, further research by the company showed that only 20 per cent of UAE customers believe they are on the best mobile plan that suits their needs, with 70 per cent believing they can save a moderate to significant amount by moving to the best plan. A similar 70 per cent have not switched to their best plan because they don't know what plans are available or anticipate difficulties in switching.
These findings are consistent with global trends in the industry; customers worldwide have difficulties navigating and finding the right plan and cannot keep up with frequent prices changes and promotions.
Telecom operators will also benefit from the platform, Das added; it would help increase "customer stickiness", as they feel more comfortable when they unlock more usage that will expand their mobile experience.
"Our reason for existence is to help customers understand what they need," Das said.
He confirmed that after its UAE launch, Aladdin.Life will move on to other countries in the region.
"Aladdin.Life is a reimagination of the entire buying experience in the telco industry and one that is focused to help customers take informed descisions," Sultan added:
"The platform supports the efforts of digital transformation in the UAE by creating an ecosystem system that helps the cooperation and partnership and between all parties and maximises value for each of them starting with customers."
- alvin@khaleejtimes.com