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As part of Ovum's ongoing Telco Services Innovation Radar project, we reviewed 95 announcements of innovative services by service providers around the world. One of this month’s most innovative announcements was Etisalat’s data-gifting service.


  • Data gift packages can be sent from prepaid to prepaid, postpaid to prepaid, and prepaid to postpaid customers. Etisalat is the first operator in the UAE to launch data gifting; however, a handful of other operators have launched this service, particularly in Africa. The main drivers for offering data gifting are to encourage feature-phone users or laggards to use data services and to create an additional sales channel to generate data revenues.

Features and Benefits

  • Provides information about Etisalat's new service as well as other operator examples.
  • Details how data gifting can help generate additional revenues and reduce churn.

Key questions answered

  • What is data gifting?
  • How can data gifting be used to generate additional revenues and reduce churn?

Table of contents

Ovum view

  • Summary
  • Data gifting provides an additional sales channel and a churn-reduction strategy
  • Data gifting is a way to push data to feature-phone users
  • Data gifting has a role in developed markets as well


  • Further reading
  • Author

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