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Sun, Nov 09, 2025 | Jumada al-Awwal 18, 1447 | Fajr 05:12 | DXB 
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From ghosted to growth: How UAE companies are winning customers
Statistics that we've taken a look at, a user that you can retain is 5 to 6 times more valuable than acquiring a new customer, an industry executive said
Companies are focusing more on retention than acquiring new customers. And it is a right thing to do, according to industry executives and marketing gurus.
“We see a real focus now on retention versus acquisition. The stats that we've taken a look at, a user that you can retain is 5 to 6 times more valuable than acquiring a new customer. Artificial intelligence (AI) is upending everything,” said David Karnstedt, chief executive officer, Branch.
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Karnstedt was speaking at the TRIBE – The CMO Connect 2025 conference hosted by Khaleej Times on Wednesday.
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Branch has attracted and worked with over 100,000 different brands globally, ranging from enterprises to smaller emerging brands. It has a number of key ones in the Middle East as well, including Anghami/OSN+.
The key highlights of the one-day conference were the exclusive announcement of the GCC's Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The conference also provided opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries.
Mohammed Al Ogaily, vice-president product at Anghami/OSN+, joined David Karnstedt in an interactive discussion on the topic of “From ghosted to growth — winning customers with seamless experiences.”
Al Ogaily pointed out that it's no longer about content as more or less all the music streaming platforms have the same content. Hence, it is important for streaming platforms to know what kind of music individuals like and what to recommend to them.
“The challenge now is about differentiation. How do you differentiate your platform? When you keep looking at competition, you don't end up with anything that is special about you with no differentiation. We always keep reminding ourselves that our competitor is not at the same stage in life as us, doesn't have the same tools and doesn't have the same problems. Sometimes, they don't have the same audiences that we're thinking of.
“Over the past few years, we found what could differentiate us. And it was the social aspect of music… We allow people to send something directly to their friends, see what they are playing, interact with it, play music together, etc. That was the differentiator, and made us acquire a special kind of audience and retain them, and get them obsessed about our product. If we copy them, we’ll never be different,” he said during the interactive session.
He noted that Anghami was the only music streaming platform that was built in the Mena region, for the region.
Al Ogaily added that the feature which allowed people to play their own music list, and share it with others so both listen at the same time and chat over audio or text revolutionised the whole sharing experience as it allowed people to create their own community.
Interestingly, he revealed that people met on the platform, became friends and got married.
Waheed Abbas
Waheed Abbas is Assistant Editor, covering real estate, aviation and other business stories that directly affect the lives of UAE consumers. He frequently reports human interest stories, too.
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