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Mobile Context Data in the Middle East and North Africa Represents $2.6 Billion Opportunity

Syniverse today announced an annual market value of $2.6 billion for mobile context data provided by mobile operators about opted-in anonymous subscribers in specific locations to brands targeting precise geo-markets in the Middle East and North Africa (MENA). In a research report for Syniverse, economists at SEEC valued the market, citing the current 415 million mobile subscriptions that account for approximately 281 million unique mobile subscribers across the region.

Mobile context is the insight into subscriber information, behavior and location – for those end users that opt in – that is available to operators and that can be offered to brands for the purpose of improving customer engagement and experience, resulting in increased brand loyalty and revenue.

“Mobile context empowers brands to develop rich, tailored interactions with customers to enhance their experiences,” said Nour Al Atassi, Regional Vice President, Middle East, Syniverse. “The MENA region has proven to be a prime market for mobile innovation, and mobile context presents an opportunity to deliver enhanced benefits to consumers, the companies they trust and the operators that serve them.”

Mobile penetration rates in the region’s developed countries like Saudi Arabia and the United Arab Emirates (UAE) are among the best in the world, with the UAE leading the globe in smartphone proliferation. SEEC’s research proposes a sustainable long-term market structure with balanced, mutual benefit between operators, brands and consumers. The optimum business model for the exchange of mobile context identified by SEEC is a “platform” model in which insight from multiple operators is aggregated onto a single, neutral, trusted platform serving as a market maker and, from there, is exchanged with brands.

At Mobile World Congress 2014, Syniverse reported on the global market for advanced services based on mobile context insights, a global figure that could be worth as much as $44 billion annually.

“Syniverse has the technology to serve major operators and brands in MENA and around the globe on the optimal aggregated platform,” Al Atassi said. “Our existing relationships, expertise and innovation enables operators and brands to work together through mutually-beneficial business models to deliver enhanced mobile experiences for end users.”

About Syniverse

Syniverse makes mobile work for the entire mobile ecosystem, including more than 1,500 mobile service providers, enterprises, ISPs and app providers in nearly 200 countries and territories. We deliver innovative cloud-based solutions that ensure superior end-user experiences through always-on services and real-time engagement. For more than 25 years, Syniverse has been simplifying complexity to deliver the promise of mobility – a simple, interoperable experience, anytime, anywhere. For more information, visit www.syniverse.com, follow Syniverse on Twitter or connect with Syniverse on Facebook.

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