Basatne MENA, Likewize launch smartphone subscription programme
Basatne MENA, the regional arm of global circular economy leader Basatne, has partnered with Likewize, the global provider of device lifecycle services, to launch 'Upgrade & Protect' — an innovative subscription-based smartphone programme.
Upgrade & Protect introduces a flexible, monthly subscription model that allows users to upgrade, swap, or protect their smartphones at any time.
With more than 50 million active devices and smartphone replacement cycles averaging 12–18 months, the programme is designed to offer greater value and convenience to consumers while unlocking new recurring revenue streams for telecom operators.
Smartphone programme to reduce waste
'This partnership with Likewize marks a pivotal evolution in device ownership across the Middle East,' said Mahmoud Abusway, CCO of Basatne MENA. 'By embedding circular economy principles into the telco model, 'Upgrade & Protect' delivers a flexible, sustainable solution that reduces waste, maximises asset value, and transforms the device lifecycle for both consumers and operators.'
The launch is timely as GCC governments push toward net zero goals, digital sustainability, and green transformation.
The programme aligns with the UAE's Net Zero by 2050 Strategy and the GSMA's Circular Economy for Mobile Devices initiative, promoting a regenerative and tech-enabled consumption model.
The platform is supported by
Ardroid's AI-powered reverse logistics engine, and
Likewize's global telco operations expertise.
Together, they create a fully integrated circular ecosystem covering device collection, grading, refurbishment, resale, and recycling.
Likewize brings a turnkey solution for telcos, enabling risk-free operations with measurable returns — financial and environmental.
The scalable model is designed to help operators meet both business growth and ESG performance mandates.
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