Page 12 - SAMENA Trends - March-April 2025

REGIONAL & MEMBERS UPDATES SAMENA TRENDS

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Firstly, tailored VoD content that resonates with specific industries engaging customer experience.

Smiles SuperApp Partners with Tencent Cloud to Enable Smarter Digital
Commerce in the UAE

Smiles, e& UAE’s SuperApp, has partnered with Tencent Cloud, the quickly and efficiently onboard their services. “Our partnership
cloud business of Tencent – the global technology powerhouse with Tencent marks a strategic moment in Smiles’ evolution from
behind Weixin/WeChat, the world’s largest SuperApp –to enhance a rewards platform to becoming a full-scale digital commerce
digital commerce in the UAE. Announced during the Mobile World enabler in the UAE,” said Khaled Elkhouly, Chief Consumer Officer,
Congress (MWC) 2025 in Barcelona, this partnership reinforces e& UAE. “We’re bringing the expertise behind the world’s largest
Smiles’ commitment to driving customer-centric innovation. As SuperApp, WeChat, to create a more accessible digital ecosystem
part of the agreement, Smiles will leverage Tencent Cloud Super with Smiles. This means businesses, from global brands to
App as a Service (TCSAS) solution to create an open, dynamic local merchants, can integrate faster and reach customers
digital ecosystem, making it the first in the region to leverage more effectively without heavy investment or complexity. For
this technology. This integration will allow partner brands to consumers, it’s about making everyday life simpler—whether it’s
seamlessly onboard as “mini apps” within Smiles, mirroring the discovering great deals, completing everyday chores, accessing
highly successful WeChat model. By doing so, businesses can services, or enjoying rewards—all in one place. Ultimately, this
establish a digital presence with ease, whereas consumers can integration is set to reshape digital commerce in the UAE, a market
choose from a broader selection of services and rewards, all driven by speed and convenience, by seamlessly connecting
within a unified SuperApp experience. With 5.5M+ registered users businesses and consumers in a more frictionless economy.”
Smiles is the UAE’s leading rewards-driven SuperApp, offering a Dan Hu, Vice President of Tencent Cloud International for the
vast range of deals and services across food and grocery delivery, Middle East, shared, "We are thrilled to partner with e& UAE to
home services, dining, retail, entertainment, travel, and more. By power Smiles as it is evolving into an everyday app for millions,
adopting Tencent’s proven cloud-based solution, Smiles is set whether it is for accessing essential services, , retail, shopping
to transform into a fully-fledged “Super-Mall,” allowing brands to or gaming entertainment. TCSAS is a proven, modular platform
designed to be versatile and intuitive, supporting our partners to
meet their user expectations for a seamless experience.” TCSAS
is powered by Tencent Cloud's Mini Program framework, which
has been instrumental in the success of Weixin/WeChat, one of
the world's largest digital ecosystems with over 1.1 billion monthly
active users. Through this partnership, Smiles aims to replicate
that success in the UAE, offering partner brands a plug-and-play
solution to enhance engagement, boost customer retention, and
drive higher returns on investment. For businesses, the integration
will allow brands to swiftly onboard their services into the Smiles
ecosystem, driving customer engagement and revenue growth
without extensive development costs. Whereas Smiles’ consumers
will have access to an even wider network of businesses – ranging
from top global brands to local favorites- offering deals, services,
and rewards. Whether it’s shopping, dining, entertainment, online
food or grocery ordering or booking services, consumers will
benefit from a seamless, all-in-one experience within the Smiles
SuperApp. With a network of 6,500 participating brands and 15,000
partner outlets, Smiles continues to evolve as the go-to SuperApp,
delivering value, convenience, and rewards to millions of users.

12 MARCH-APRIL 2025