MID:DLE EAST
These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
1
Internet search
2
“It makes my life easier!” raves one respondent, encapsulating what makes Google the simplest brand in the Middle East this year. The search engine’s service is both speedy and consistently delivers desired results. With some of its smaller interests being spun off following the creation of parent company Alphabet, Google is free to focus on providing even simpler experiences to its customers.
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2
YouTube
Social media
3
YouTube
One poetic respondent called the video streaming platform “the world inside this world,” and in many ways, YouTube is just that. With hours and hours of user videos uploaded to the platform, the brand—owned by Google—is a simultaneous live stream and archive of human activities across the globe. And having an accessible window into that world—without even needing to log in—is why respondents rate YouTube as simple.
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3
Al Baik
11
Restaurants
4
Al Baik
This chain of Saudi Arabian fast food restaurants has been selling quick and convenient chicken and shrimp dishes for more than 40 years. Respondents laud speedy service even in times of high traffic and consistently delicious food. And being a local chain, Al Baik’s prices are about 30% lower than its competitors.
4
Samsung
1
Electronics
5
Samsung
User-friendliness, ubiquity of service centers, and spare parts are the reasons consumers see this electronics brand is simple. The attainable price points of many of its products—including smartphones—also received a frequent shout out in our survey.
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5
Toshiba
7
Electronics
6
Toshiba
Quality products and excellent customer service are why Toshiba lands in the Top 10 in the Middle East Simplicity Index. As one respondent summarized, this consumer electronics company is simple “because of hardware quality and ease of handling and maintenance.”
6
Panda
1
Retail / Grocery
7
Panda
Respondents find this supermarket chain simple for one main reason: convenience. A Saudi chain, Panda has been expanding across the United Arab Emirates and is planning to open in Egypt, which means it will soon be even simpler for more residents in the region to patronize its stores.
7
Sony
3
Electronics
8
Sony
For Sony, a little honesty and transparency goes a long way. Respondents indicate that the products are easy to use, customer service is good, and the brand’s advertising is straightforward. Managing customer expectations is a key component to building trust, and even simplicity.
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8
Toyota
22
Automotive
9
Toyota
The multitude of touchpoints for accessing service helps land this global car manufacturer in the Middle East Simplicity Index Top 10 this year. Respondents cite being able to easily communicate with the brand via phone and online, including social media. In addition, Toyota’s transparent and reasonable pricing also gets kudos from respondents.
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9
Yahoo!
Internet search
10
Yahoo!
“I just feel at home with Yahoo and that makes it simpler for me,” explains one respondent. Others also mentioned that familiarity with the search engine was also a factor, and as a hub for email, news and chat, the brand receives high marks for allowing users to multi-task without leaving the platform.
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10
Carrefour
5
Retail / Grocery
11
Carrefour
French supermarket chain, Carrefour has been in the Middle East for 20 years, and receives high marks for convenience, high quality service, simple layout.“It is easy to shop in Carrefour as all their branches have a similar structure and products can be easily found,” notes a typical respondent.
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11
LG
7
Electronics
12
LG
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14
FlyDubai
26
Travel / Air
15
FlyDubai
15
Alinma Bank
23
Banks / Retail
16
Alinma Bank
16
IKEA
8
Retail / General
17
IKEA
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17
HP
9
Electronics
18
HP
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18
Al Jazeera
59
Media
19
Al Jazeera
19
Microsoft
10
Electronics
20
Microsoft
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20
Pizza Hut
3
Restaurants
21
Pizza Hut
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21
McDonald’s
15
Restaurants
22
McDonald’s
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22
Philips
4
Electronics
23
Philips
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23
Emirates
4
Travel / Air
24
Emirates
24
SACO
28
Retail / General
25
SACO
25
Zain
22
Telecom / Cell phone
26
Zain
26
Dell
19
Electronics
27
Dell
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27
4
Social media
28
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28
Apple
17
Electronics
29
Apple
Also view in:
29
19
Social media
30
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30
The Saudi Investment Bank
86
Banks / Retail
31
The Saudi Investment Bank
31
dr. CAFÉ
10
Restaurants
32
dr. CAFÉ
32
Dubai Metro
13
Travel / Train
33
Dubai Metro
33
Alriyadh
6
Media
34
Alriyadh
34
Souq.com
21
Internet retail
35
Souq.com
35
eXtra
16
Retail / General
36
eXtra
36
Nissan
Automotive
37
Nissan
37
Arab News
73
Media
38
Arab News
38
Asharq Al-Awsat
3
Media
39
Asharq Al-Awsat
39
Adidas
9
Fitness
40
Adidas
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40
Kudu
11
Restaurants
41
Kudu
41
Herfy
16
Restaurants
42
Herfy
42
KFC
22
Restaurants
43
KFC
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43
ENOC
50
Utilities
44
ENOC
44
SABB
50
Banks / Retail
45
SABB
45
Skype
23
Telecom / Cell phone
46
Skype
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46
Namshi
Internet retail
47
Namshi
47
The National
68
Media
48
The National
The National, an English-language daily newspaper published by government-owned Abu Dhabi Media, is another brand free-falling on the Middle East Simplicity Index. Down 45 spots year-to- year, it lands at #115. Impacted like all newspapers by an industry-wide shift to digital news platforms, respondents say the publication lacks relevance and is text-heavy, making it a less-than-easy read.
48
Sharaf DG
16
Retail / General
49
Sharaf DG
49
Nike
5
Fitness
50
Nike
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50
Starbucks
28
Restaurants
51
Starbucks
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51
NEXT
20
Retail / Fashion
52
NEXT
52
DHL
35
Shipping / Mail
53
DHL
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53
Etisalat
20
Telecom / Cell phone
54
Etisalat
54
The Body Shop
15
Retail / Health and beauty
55
The Body Shop
55
NCB
13
Banks / Retail
56
NCB
56
Dubai TV
1
Media
57
Dubai TV
57
Abu Dhabi Commercial Bank
Banks / Retail
58
Abu Dhabi Commercial Bank
58
Saudia
47
Travel / Air
59
Saudia
59
Mobily
25
Telecom / Cell phone
60
Mobily
60
FedEx
17
Shipping / Mail
61
FedEx
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61
Gulf News
45
Media
62
Gulf News
62
ADNOC
17
Utilities
63
ADNOC
63
Home Centre
17
Retail / General
64
Home Centre
64
Qatar Airways
9
Travel / Air
65
Qatar Airways
65
ZARA
11
Retail / Fashion
66
ZARA
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66
Saudi Railways
45
Travel / Train
67
Saudi Railways
67
H&M
14
Retail / Fashion
68
H&M
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68
GMC
4
Automotive
69
GMC
69
Emirates NBD
10
Banks / Retail
70
Emirates NBD
70
Rotana
22
Travel / Hotels
71
Rotana
71
du
10
Telecom / Cell phone
72
du
72
Aramex
7
Shipping / Mail
73
Aramex
73
Paris Gallery
7
Retail / Health and beauty
74
Paris Gallery
74
UPS
24
Shipping / Mail
75
UPS
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75
Al Arabiya
19
Media
76
Al Arabiya
76
Sephora
Retail / Health and beauty
77
Sephora
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77
Sheraton
6
Travel / Hotels
78
Sheraton
78
Marks & Spencer
19
Retail / General
79
Marks & Spencer
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79
Faces
Retail / Health and beauty
80
Faces
80
Al Tayyar
Travel / Booking
81
Al Tayyar
81
Choithrams
40
Retail / Grocery
82
Choithrams
82
Puma
20
Fitness
83
Puma
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83
Debenhams
13
Retail / General
84
Debenhams
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84
Holiday Inn
19
Travel / Hotels
85
Holiday Inn
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85
Mercedes-Benz
18
Automotive
86
Mercedes-Benz
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86
Audi
35
Automotive
87
Audi
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87
Etihad Airways
12
Travel / Air
88
Etihad Airways
88
Spinney’s
56
Retail / Grocery
89
Spinney’s
89
iTunes
2
Internet retail
90
iTunes
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90
Reebok
22
Fitness
91
Reebok
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91
Orbit Showtime Network
16
Media
92
Orbit Showtime Network
92
Saudi TV
3
Media
93
Saudi TV
93
Gulf Air
5
Travel / Air
94
Gulf Air
94
Dnata
57
Travel / Booking
95
Dnata
95
HSBC
6
Banks / Retail
96
HSBC
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96
Chili’s
48
Restaurants
97
Chili’s
97
MANGO
23
Retail / Fashion
98
MANGO
98
Marriott
16
Travel / Hotels
99
Marriott
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99
Budget
13
Travel / Car rental
100
Budget
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100
Diesel
8
Retail / Fashion
101
Diesel
101
Mashreq Bank
Banks / Retail
102
Mashreq Bank
102
Hertz
10
Travel / Car rental
103
Hertz
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103
13
Social media
104
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104
STC
49
Telecom / Cell phone
105
STC
105
Jumeirah
8
Travel / Hotels
106
Jumeirah
106
Medgulf
3
General insurance
107
Medgulf
107
Bank Albilad
58
Banks / Retail
108
Bank Albilad
108
Daman
12
Health insurance
109
Daman
109
Al Rajhi Bank
25
Banks / Retail
110
Al Rajhi Bank
113
Abu Dhabi Islamic Bank
Banks / Retail
114
Abu Dhabi Islamic Bank
114
Saudi Post
44
Shipping / Mail
115
Saudi Post
115
Emirates Islamic Bank
26
Banks / Retail
116
Emirates Islamic Bank
116
Boots
12
Retail / Health and beauty
117
Boots
With more than 150 years of history in the U.K., pharmacy chain Boots launched in the Middle East relatively recently in 2006. Despite its popularity with consumers back home, Boots appears to struggle to evoke simplicity in the Middle East. Given survey responses, it appears regional awareness may be a prime issue.
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117
Amazon
57
Internet retail
118
Amazon
Though viewed in many other regions as an icon of simplicity, it’s the paradox of choice that makes the online retailer seem complex to shopper in the Middle East—that, and the fact that it doesn’t deliver to all countries in the region. “Shopping and shipping seems very complex,” remarks one respondent.
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118
Tawuniya
19
General insurance
119
Tawuniya
It seems that no matter the region, brands in the insurance industry always finds themselves in the bottom of each list. Tawuniya’s customer service—a potentially redeeming quality in an industry rife with inherent complexity—was highlighted as poor with one respondent even went as far as to call the company “thieves.”
119
Oman Insurance Company
2
General insurance
120
Oman Insurance Company
Complicated and jargon-filled communications appear to plague this insurance company—when consumers can find information on the brand. The brand, which has been around since 1975, has several global partners, but it’s evident that awareness is an issue.
120
Avis
2
Travel / Car rental
121
Avis
Our survey respondents identified this car rental company as complex for its lack of advertising and difficult procedures. Avis also losses points for having an English-only website, perhaps unwittingly alienating customers who would otherwise like to patronize the service.
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121
Bupa
15
Health insurance
122
Bupa
The Middle East isn’t the only region where Bupa is perceived as complex. This health insurance provider flops in many ways: complicated systems and protracted timelines for claim approvals. To top it off, respondents sense apathy from Bupa employees, citing customer service doesn’t take into account the client’s situation.
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122
National Bank of Abu Dhabi
Banks / Retail
123
National Bank of Abu Dhabi
Financial institutions are frequently found in the Bottom 10 brands in many regions, and The National Bank of Abu Dhabi finds itself here for complaints about hidden charges and lack of transparency. Another respondent mentioned its many advertisements as a reason for finding the bank complex.
123
Topshop
60
Retail / Fashion
124
Topshop
Clothing retailer Topshop lands in the Middle East Simplicity Index Bottom 10 this year, with respondents somehow both bemoaning the store’s limited selection while others claim there’s too much to choose from. Either way, it’s not a positive impression. “[I] never get what they’re about,” reports a puzzled respondent, illustrating how unclear the company’s branding is.
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124
Citibank
24
Banks / Retail
125
Citibank
Global financial services brand Citibank receives complaints about perceived hidden charges and customer service representatives that allegedly hang up the phone before giving an answer. One respondent even called dealing with the bank “torture.”
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125
Abu Dhabi National Insurance Company (ADNIC)
6
General insurance
126
Abu Dhabi National Insurance Company (ADNIC)
“Insurance products are almost always complicated to explain,” notes one respondent about this company, indicating to why so many brands in the sector end up in the Bottom 10. Some respondents felt that ADNIC’s terms and conditions were not disclosed honestly and noted a lack of advertising. It’s hard to be simple if you’re not familiar.