Basatne MENA and Likewize Launch MENA’s First Smartphone Subscription Service

Malaz Madani

Last updated 24-06-2025

2 min

Basatne MENA and Likewize launched "Upgrade & Protect," the Middle East's first smartphone subscription service.

This model allows GCC consumers to subscribe monthly, offering flexibility to swap or upgrade devices.

The initiative supports sustainability, aligning with the UAE's Net Zero 2050 strategy and phone recycling goals.

The programme maximises device value and reduces electronic waste through circular economy principles.

With smartphone demand growing, "Upgrade & Protect" offers a timely solution for consumers and telecoms.

Having followed plenty of developments in the sustainability and startup space across the MENA region, I reckon the latest tie-up between Basatne MENA and Likewize might just change how people across the Gulf view smartphone ownership. Last week, these two powerhouses launched their brand-new service called ‘Upgrade & Protect,’ —the Middle East’s very first smartphone subscription programme.

Instead of the old-school approach—paying a lump sum upfront for a new phone—consumers in the GCC now have the option of simply subscribing monthly, which allows them to swap, upgrade or secure their devices whenever the mood (or latest tech innovation!) strikes. And believe it or not, with more than 50 million smartphones active in the region and people generally opting to replace their phones every 12 to 18 months, this subscription model might actually be spot on, especially for folks looking for a bit more flexibility.

Sustainability is a significant part of the initiative too. It neatly aligns with the UAE’s Net Zero by 2050 strategy and the GSMA’s global plan for recycling mobile phones. Basatne MENA, leveraging Cartlow’s popular regional re-commerce platform along with Ardroid’s AI-powered logistics, will ensure these gadgets are refurbished, resold, or responsibly recycled. Full marks there for keeping things circular.

As for Likewize, their risk-free, turnkey model makes adopting the programme a piece of cake for telecom providers, enabling them to boost revenue while ticking important environmental boxes. Mahmoud Abusway—the Chief Commercial Officer of Basatne MENA—noted that this partnership means embedding circular economy principles directly within telecom services, maximising device value and curbing electronic waste. Makes sense to me—it's definitely about time telcos took a stake in this sustainability effort.

And the timing couldn't be better. The MENA smartphone market looks set to rocket from about 60 million units in 2024 to nearly 99 million by 2033. With smartphone penetration in the GCC already topping 90% and predictions that 5G will make up a massive 73% of regional subscriptions by 2026, offering ‘Upgrade & Protect’ as a device-as-a-service solution seems like a sensibl move for everyone involved—consumers, telcos, and the environment alike.

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