Basatne MENA and Likewize launch ‘Upgrade & Protect’ in GCC

Basatne MENA has announced a strategic partnership with Likewize to launch Upgrade & Protect, the first subscription-based smartphone program in the Middle East. The initiative is designed to promote circular economy principles and a more flexible approach to device ownership in the GCC region. Smartphone replacement cycles in the Gulf range between 12 and 18 months, and the region is home to more than 50 million active mobile devices. Upgrade & Protect moves away from the traditional instalment-based ownership model and introduces a monthly subscription format. This gives consumers the ability to upgrade, swap or protect their Apple iPhone or other devices at any time, enhancing both user convenience and sustainability.

Supporting Net Zero ambitions in GCC

The timing of the program aligns with ongoing green and digital transformation initiatives across the UAE and broader GCC region. It supports the UAE’s Net Zero by 2050 Strategy and echoes the GSMA’s Circular Economy for Mobile Devices initiative. The model is built to assist telcos in meeting Environmental, Social and Governance (ESG) objectives while tapping into recurring revenue streams.

An integrated circular device ecosystem

The service leverages Basatne’s regional infrastructure with Cartlow’s trade-in and re-commerce platform and Ardroid’s AI-powered reverse logistics engine. Likewize contributes its global lifecycle management expertise and telco-ready platform. The result is a full-stack, risk-free model for mobile operators, focused on measurable financial and environmental impact.

Strong market potential in the Gulf

Smartphone penetration rates exceed 90% in most GCC countries, and the regional market is set to grow from 60 million units in 2024 to 99 million by 2033. The global device subscription market is projected to surpass € 23 billion by 2027. Furthermore, with 5G expected to account for 73% of regional subscriptions by 2026, demand for device flexibility is rising fast.

Redefining ownership in mobile telecom

Mahmoud Abusway, Chief Commercial Officer of Basatne MENA, stated: “Our partnership with Likewize marks a pivotal evolution in device ownership across the Middle East. By embedding circular economy principles into the telco model, Upgrade & Protect delivers a flexible, sustainable solution that reduces waste, maximises asset value, and transforms the device lifecycle for both consumers and operators.”

With this launch, Basatne MENA and Likewize are setting a new standard for the telecom sector—one that blends sustainability, digitisation, and consumer empowerment.