Virgin Mobile UAE Licenses the Apptimize Platform to Enhance Mobile App Experience


SAN FRANCISCO — Apptimize, a leader in mobile product innovation, announced today that Virgin Mobile UAE, a mobile brand recently launched and operated by Emirates Integrated Telecommunications Company PJSC, has signed a license of Apptimize’s mobile A/B testing and release management platform. The brand will use Apptimize’s mobile software development kit (SDK) to enhance user experience for its fast-growing app, leading to happier mobile subscribers. This decision is part of Virgin Mobile’s broader strategy to give customers an all-around amazing user experience. The company’s apps are the primary channel for their customers to choose plans and handle other service needs.

Nancy Hua, CEO of Apptimize, commented, “We are seeing an increasing number of organizations using mobile apps as a primary interaction channel. This shift is a win-win for both consumers and corporations. Consumers now expect each interaction, such as topping-up prepaid plans, to seamlessly fit into their lives. Meanwhile, for corporations, apps not only provide instant and personalized access to their customers, but when executed correctly, can generate significant cost-savings if consumers choose to interact via digital channels rather than through stores or call centers. The best way to create apps that consumers love is by rapidly trying ideas with real users, learning what works, and iterating based on measured real-world behavior.”

Gustavo Smidt, Head of Product at Virgin Mobile UAE, discussed the decision to license the Apptimize platform. “At Virgin Mobile, we are focused on delivering products to our customers that exceed their expectations. With the rapid growth we are seeing in our subscriber base, we know that it is critical to make the right app development decisions. The ability to quickly test features will enable us to confidently release the right ones while improving or cutting the ones that don’t work.” Smidt continued, “We chose Apptimize because it is clearly the best A/B testing solution for mobile product teams. We believe this new capability will be a critical component of our growth strategy.”

About Apptimize 

Apptimize enables organizations to enhance their native iOS and Android apps to create amazing user experiences, improving acquisition, engagement, and retention. We do this with a platform that empowers product teams to efficiently run A/B tests, make instant updates, and personalize user experiences through staged and segmented rollouts. Apptimize, based in San Francisco, is backed by US Venture Partners, Google Ventures, Y Combinator, and others. Top apps including The Wall Street Journal, Vevo, HotelTonight, and Strava use Apptimize to continuously drive mobile growth. Visit to learn more.