Stepping into the metaverse: opportunities and challenges in the future digital reality

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.

This edition of the Industry Checkpoint series focuses on consumer digital services, highlighting how the market has changed in the last six months and its implications. The report considers three major developments: AI deployments shifting increasingly from talk to action across digital services, powered by the rise of AI agents; the intensifying efforts by digital gaming providers to improve monetisation and expand access, strengthening the rise of cloud gaming; and falling barriers to content creation in extended reality, helping accelerate content development.

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.