Described as a key milestone in the company's regional expansion, the recent launch of Virgin Mobile Kuwait isn’t just a first for Virgin Mobile Middle East And Africa (VMMEA); this is, we are told, the first mobile virtual network operator (MVNO) in Kuwait.
VMMEA describes itself as the region's leading MVNO and, with its fully digital app-based proposition in Kuwait, it has expanded its footprint in the Middle East.
But that’s not all. Following news of VMMEA's partnership with Kuwait Telecommunications Company (STC) last year, this is not only the fourth service provider in the country but also the first MVNO to enter the market.
Branding emphasises environmental awareness; in line with the group's focus on sustainability, Virgin Mobile Kuwait customers will receive a biodegradable SIM card when they sign up. In addition, based on VMMEA's proprietary operator platform, Virgin Mobile Kuwait offers users a completely digital experience – from a quick and easy setup to online payments.
These offerings, it could be argued, echo the emphasis on digital innovation and sustainability of the New Kuwait 2035 vision, which aims to drive economic diversification and transform enterprises and daily lives by 2035.
As for market demand, VMMEA says early registration of numbers has indicated a strong appetite in the market for innovative new mobile services.
Funding for the expansion into Kuwait was provided by Wafra International Investment Company, Impulse International for Telecommunications and Virgin Mobile Middle East and Africa.
VMMEA is headquartered in Dubai. It has been in the region since 2009 and operates two consumer brands – Virgin Mobile and FRiENDi Mobile – across the region.