Pakistan Mobile Communications Limited (Jazz), based in Islamabad, rebranded its telecommunications (telecom) self-service app Jazz World as SIMOSA in May 2024, aiming to transform it into a comprehensive digital lifestyle platform for all mobile users. Despite facing challenges in maintaining the app’s cultural relevance and expanding its market reach, Jazz successfully achieved a new brand identity through the app’s revamped design, expanded access, and new features. While early app adoption was strong, achieving scale would require establishing increased downloads, engagement, and referrals. Jazz’s president of digital platforms had critical decisions to make in November 2024: How could SIMOSA differentiate itself in a competitive market? Would the rebranding and new features drive enough ecosystem engagement to achieve the desired scale? Or would new growth strategies be needed to ensure the app’s growth and long-term sustainability?
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