Basatne MENA, the regional arm of global circular economy leader Basatne, has partnered with Likewize, a global leader in device lifecycle services, to introduce ‘Upgrade & Protect’—the Middle East’s first subscription-based smartphone program. The initiative combines sustainability, flexibility, and user convenience to transform traditional device ownership in the GCC.
With over 50 million active smartphones in the GCC and replacement cycles averaging 12–18 months, ‘Upgrade & Protect’ offers consumers a dynamic monthly subscription allowing device swaps, upgrades, or protection anytime. This model opens new recurring revenue streams for telcos while supporting environmental, social, and governance (ESG) goals.
The program aligns with the UAE’s Net Zero by 2050 Strategy and GSMA’s Circular Economy for Mobile Devices initiative, promoting a shift from linear consumption to a regenerative technology-driven future. Powered by Basatne’s regional infrastructure—which integrates Cartlow’s re-commerce and trade-in platform with Ardroid’s AI-driven reverse logistics—‘Upgrade & Protect’ offers telcos end-to-end circular solutions covering device collection, grading, resale, refurbishment, and responsible recycling.
Likewize ensures scalability with its risk-free turnkey operational model, enabling mobile operators to adopt the solution with clear economic and environmental benefits.
The GCC market is poised for growth in device-as-a-service models, with smartphone penetration exceeding 90%, 5G adoption expected to cover 73% of subscriptions by 2026, and the smartphone market forecasted to rise from 60 million units in 2024 to nearly 99 million by 2033.
Mahmoud Abusway, Chief Commercial Officer of Basatne MENA, highlighted the partnership’s role in embedding circular economy principles into telecom services, reducing waste, maximizing asset value, and transforming device lifecycle management across the region.
