Middle East

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.

“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.

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.

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.

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.

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.

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.

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.”

“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.

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.

“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.

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.

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.

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.

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.

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.”

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.

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.

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.

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.”

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.