Monetising shifts in 5G consumer behaviour: the need for greater customer segmentation and user experience

B2B has emerged as a strategic growth area for operators and the wider tech/digital ecosystem. As the digital transformation of vertical sectors accelerates, gaining insights directly from enterprises is key. GSMA Intelligence surveyed more than 430 enterprises across six countries in Africa, from 10 vertical sectors, to gain insight into their digital transformation. The research focused on strategic objectives, investment plans, use of technology, deployment challenges, supplier decisions, tech sovereignty, and policy and regulation.

5G monetisation remains a challenge across MENA, with ARPU growth broadly flat – even as operators prepare to invest a further $53 billion between 2026 and 2030 in 5G standalone and 5G-Advanced. This research examines which consumer and enterprise monetisation models are working across MENA, from volume- and speed-based pricing to fixed wireless access, private networks and AI services. It explains why results differ between advanced, growth and future-launch markets, and how spectrum pricing, tariff regulation and device affordability shape what operators can offer.

B2B has emerged as a strategic growth area for operators and the wider tech/digital ecosystem. As the digital transformation of vertical sectors accelerates, gaining insights directly from enterprises is key. GSMA Intelligence surveyed almost 900 enterprises from 10 vertical sectors across the GCC and wider MENA region to gain insight into their digital transformation. The research focused on strategic objectives, investment plans, use of technology, deployment challenges, supplier decisions, tech sovereignty, and policy and regulation.