Operator retail strategies for stores, omnichannel and devices: key survey findings

From the shape and size of markets to trends in consumer behaviour, GSMA Intelligence aims to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This chart highlights how replacement intention data from the GSMA Intelligence Consumer Survey suggests sales of smartphones will remain under pressure.

Mobile is now central to economic diversification across the Middle East and North Africa (MENA). The region has some of the world’s most advanced 5G markets across the Gulf Cooperation Council states, but large parts of MENA's population remain offline, and the 2026 regional conflict has shown how vulnerable digital infrastructure is. In addition to exploring these areas, this report examines how 5G, AI infrastructure and digital identity are transforming the region and explores what policymakers need to do to support operators.

Mobile operators face a defining moment in authentication. SMS one-time password (OTP) remains widely used and commercially important, but fraud, rising costs and competition from passkeys and app-based solutions are weakening its position. At the same time, the customer authentication market is growing. This presents operators with an opportunity to build on the reach and trust of the mobile number to secure a larger role in a rapidly expanding market. API-based solutions will be central to this.