Basatne MENA has partnered with Likewize, the global leader in device lifecycle services, to launch ‘Upgrade & Protect’, the Middle East’s first subscription-based smartphone program designed to combine sustainability, flexibility, and seamless user experience.
With smartphone users in the GCC typically replacing their devices every 12 to 18 months and more than 50 million active handsets in use, the ‘Upgrade & Protect’ program reimagines traditional installment plans as a flexible, subscription-based model.
This offering enables consumers to upgrade, exchange, or safeguard their devices at any time. For telecom operators, it opens up new recurring revenue opportunities while supporting evolving ESG (Environmental, Social, and Governance) goals.
This innovation arrives at a pivotal time, with UAE and GCC markets moving rapidly toward Net Zero and green digital transformation. The program aligns closely with the UAE’s Net Zero by 2050 Strategy and the GSMA’s Circular Economy for Mobile Devices initiative, supporting a shift away from linear consumption toward a more regenerative, technology-enabled future.
An Integrated Ecosystem Powering Circular Innovation ‘Upgrade & Protect’ is enabled by Basatne’s regional infrastructure, combining the power of Cartlow’s re-commerce and trade-in platform with Ardroid’s AI-powered reverse logistics engine. Together, Basatne MENA and Likewize provide telcos with a complete circular framework, from seamless device collection and grading to resale, refurbishment, and responsible recycling.
According to the statement, Likewize brings its global expertise to ensure scalability and telco readiness. Its risk-free operational model gives mobile operators access to a full turnkey solution with measurable economic returns and environmental impact.
Mahmoud Abusway, Chief Commercial Officer of Basatne MENA, said that, “Basatne MENA and Likewize partnership marks a pivotal evolution in device ownership across the Middle East. By embedding circular economy principles into the telco model, ‘Upgrade & Protect’ delivers a flexible, sustainable solution that reduces waste, maximizes asset value, and transforms the device lifecycle for both consumers and operators.”
