Rank change from 2013:
0
Brand Simplicity Score:
1085
Industry:
Internet search
Google remains the Middle East’s unrivaled search engine and, once again, is #1 on the Middle East Simplicity Index. Respondents say Google’s user-friendly platforms—including YouTube, Google Maps, Chrome browser and Gmail—make daily living easier by delivering quick and simple access to information and content at any time.
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Rank change from 2013:
0
Brand Simplicity Score:
998
Industry:
Social media
YouTube, #2 for the second year running, continues to connect with the Middle East’s sizable and tech-savvy youth population. Respondents say that YouTube is “easy and fun” and that being part of Google makes access very easy, while the multi-lingual interface makes it more accessible.
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Rank change from 2013:
0
Brand Simplicity Score:
892
Industry:
Electronics
Samsung holds steady at #3, benefiting from increased Internet penetration and the continual rollout of sleek mobile devices like Galaxy smartphones and the Galaxy Tab. Respondents say Samsung products are “easy to handle” and “keep pace with the times” while still remaining simple to use.
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Rank change from 2013:
+4
Brand Simplicity Score:
855
Industry:
Electronics
Sony jumps four spots from #8 last year to #4 this year. Despite its recent struggles in the global marketplace, the brand still has a good reputation in the Middle East, where respondents praise the brand’s customer service and its wide range of innovative and easy-to-use products in general.
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Rank change from 2013:
+22
Brand Simplicity Score:
839
Industry:
Retail/Grocery
Panda’s leap of 22 spots to #5 this year on the Middle East Simplicity Index speaks volumes about the retail chain, which is expanding across Saudi Arabia and the UAE. Consumers say Panda is “present everywhere,” conveniently offering a wide range of products “under one roof.”
Rank change from 2013:
+9
Brand Simplicity Score:
839
Industry:
Restaurants
McDonald's rejoins the Top 10 this year, with respondents citing its “no-fuss” approach to dining where “you get exactly what you pay for—nothing more, nothing less.” The fast-and-easy ethos, the proliferation of branches, easy access and the simple menu make McDonald’s once again a Top 10 finisher.
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Rank change from 2013:
+7
Brand Simplicity Score:
838
Industry:
Electronics
Computer technology giant Dell rises to #7 on the Middle East Simplicity Index, up from #14 last year, with a renewed focus on delivering a reliable product that’s both cost- and user-efficient. It seems like that’s clicking with respondents who characterize the company’s products as high-quality, economically priced and user friendly.
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Rank change from 2013:
+4
Brand Simplicity Score:
835
Industry:
Electronics
HP is enjoying significant growth in the Middle East as a major provider of computing, printing, imaging and server equipment, and is rising in the ranks on the Simplicity Index. Respondents say their experience with HP just feels simple, with high-quality, customizable products for work and home that are “almost plug-and-play.”
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Rank change from 2013:
+8
Brand Simplicity Score:
832
Industry:
Internet search
While Google is still the leader of the pack, Yahoo! is once again making gains on our survey. The brand has been restructuring for the past two years, offering more products and services like the Yahoo! Weather app which make things simpler and richer for users. Respondents say Yahoo! is easy to navigate, making communication “simple and splendid.”
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Rank change from 2013:
+18
Brand Simplicity Score:
830
Industry:
Social media
Facebook leaps into the Top 10 this year, bolstered by increased Internet and smart-device penetration in the Middle East. Respondents praise the site for its “great simplicity and speed,” which allows them to “communicate in an easy and fast way with relatives and friends across the whole country.”
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Rank change from 2013:
-6
Brand Simplicity Score:
803
Industry:
Electronics
Rank change from 2013:
-3
Brand Simplicity Score:
789
Industry:
Electronics
Rank change from 2013:
+41
Brand Simplicity Score:
785
Industry:
Internet retail
Rank change from 2013:
-8
Brand Simplicity Score:
772
Industry:
Restaurants
Rank change from 2013:
-5
Brand Simplicity Score:
759
Industry:
Media
Rank change from 2013:
-7
Brand Simplicity Score:
759
Industry:
Restaurants
Rank change from 2013:
+27
Brand Simplicity Score:
746
Industry:
Retail/General
Rank change from 2013:
-4
Brand Simplicity Score:
741
Industry:
Restaurants
Rank change from 2013:
+19
Brand Simplicity Score:
738
Industry:
Restaurants
Rank change from 2013:
+2
Brand Simplicity Score:
736
Industry:
Telecom/Cell phone
Rank change from 2013:
+21
Brand Simplicity Score:
726
Industry:
Social media
Rank change from 2013:
-3
Brand Simplicity Score:
722
Industry:
Retail/General
Rank change from 2013:
+30
Brand Simplicity Score:
718
Industry:
Restaurants
Rank change from 2013:
+25
Brand Simplicity Score:
716
Industry:
Electronics
Rank change from 2013:
-20
Brand Simplicity Score:
714
Industry:
Travel/Air
Rank change from 2013:
-2
Brand Simplicity Score:
710
Industry:
Restaurants
Rank change from 2013:
+1
Brand Simplicity Score:
699
Industry:
Electronics
Rank change from 2013:
-8
Brand Simplicity Score:
698
Industry:
Automotive
Rank change from 2013:
+7
Brand Simplicity Score:
694
Industry:
Fitness
Rank change from 2013:
+41
Brand Simplicity Score:
693
Industry:
Retail/Grocery
Rank change from 2013:
0
Brand Simplicity Score:
693
Industry:
Telecom/Cell phone
Rank change from 2013:
+7
Brand Simplicity Score:
693
Industry:
Telecom/Cell phone
Rank change from 2013:
+8
Brand Simplicity Score:
690
Industry:
Media
Rank change from 2013:
-4
Brand Simplicity Score:
679
Industry:
Automotive
Rank change from Previous Year:
N/A
Brand Simplicity Score:
665
Industry:
Travel/Booking
Rank change from 2013:
-1
Brand Simplicity Score:
660
Industry:
Banks/Retail
Rank change from 2013:
+10
Brand Simplicity Score:
656
Industry:
Media
Rank change from 2013:
+31
Brand Simplicity Score:
653
Industry:
Travel/Air
Rank change from Previous Year:
+26
Brand Simplicity Score:
653
Industry:
Retail/Grocery
Rank change from 2013:
+68
Brand Simplicity Score:
643
Industry:
Banks/Retail
Rank change from 2013:
+36
Brand Simplicity Score:
642
Industry:
Shipping/Mail
Rank change from 2013:
-10
Brand Simplicity Score:
641
Industry:
Fitness
Rank change from 2013:
-27
Brand Simplicity Score:
640
Industry:
Travel/Train
Rank change from 2013:
-11
Brand Simplicity Score:
638
Industry:
Retail/General
Rank change from 2013:
-24
Brand Simplicity Score:
637
Industry:
Telecom/Cell phone
Rank change from 2013:
+5
Brand Simplicity Score:
631
Industry:
Restaurants
Rank change from 2013:
+13
Brand Simplicity Score:
630
Industry:
Banks/Retail
Rank change from 2013:
+15
Brand Simplicity Score:
623
Industry:
Electronics
Rank change from 2013:
-7
Brand Simplicity Score:
620
Industry:
Retail/General
Rank change from 2013:
+13
Brand Simplicity Score:
617
Industry:
Retail/Fashion
Rank change from 2013:
+35
Brand Simplicity Score:
616
Industry:
Retail/Fashion
Rank change from 2013:
+45
Brand Simplicity Score:
616
Industry:
Telecom/Cell phone
Rank change from 2013:
+27
Brand Simplicity Score:
614
Industry:
Media
Rank change from 2013:
+38
Brand Simplicity Score:
611
Industry:
Media
Rank change from 2013:
+2
Brand Simplicity Score:
610
Industry:
Retail/Health and beauty
Rank change from 2013:
+39
Brand Simplicity Score:
602
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
602
Industry:
Internet retail
Rank change from 2013:
-30
Brand Simplicity Score:
597
Industry:
Telecom/Cell phone
Rank change from 2013:
+1
Brand Simplicity Score:
590
Industry:
Fitness
Rank change from 2013:
+23
Brand Simplicity Score:
588
Industry:
Retail/Fashion
Rank change from 2013:
-45
Brand Simplicity Score:
586
Industry:
Retail/General
Rank change from 2013:
+4
Brand Simplicity Score:
586
Industry:
Shipping/Mail
Rank change from 2013:
+27
Brand Simplicity Score:
584
Industry:
Retail/Health and beauty
Rank change from 2013:
-28
Brand Simplicity Score:
582
Industry:
Automotive
Rank change from 2013:
-12
Brand Simplicity Score:
580
Industry:
Fitness
Rank change from 2013:
-11
Brand Simplicity Score:
579
Industry:
Retail/Health and beauty
Rank change from 2013:
-9
Brand Simplicity Score:
573
Industry:
Shipping/Mail
Rank change from 2013:
+13
Brand Simplicity Score:
572
Industry:
Retail/Fashion
Rank change from 2013:
+3
Brand Simplicity Score:
571
Industry:
Automotive
Rank change from 2013:
+15
Brand Simplicity Score:
571
Industry:
Travel/Air
Rank change from 2013:
+2
Brand Simplicity Score:
567
Industry:
Retail/Fashion
Rank change from 2013:
-23
Brand Simplicity Score:
562
Industry:
Travel/Air
Rank change from 2013:
-48
Brand Simplicity Score:
561
Industry:
Media
Rank change from 2013:
-19
Brand Simplicity Score:
558
Industry:
Restaurants
Rank change from 2013:
-2
Brand Simplicity Score:
555
Industry:
Utilities
Rank change from 2013:
+19
Brand Simplicity Score:
551
Industry:
Travel/Booking
Rank change from 2013:
+40
Brand Simplicity Score:
551
Industry:
Travel/Car rental
Rank change from 2013:
+15
Brand Simplicity Score:
550
Industry:
Travel/Hotels
Rank change from 2013:
+9
Brand Simplicity Score:
547
Industry:
Travel/Hotels
Rank change from 2013:
-42
Brand Simplicity Score:
544
Industry:
Banks/Retail
Rank change from 2013:
+18
Brand Simplicity Score:
539
Industry:
Travel/Car rental
Rank change from 2013:
-2
Brand Simplicity Score:
534
Industry:
Shipping/Mail
Rank change from 2013:
-6
Brand Simplicity Score:
532
Industry:
Travel/Air
Rank change from 2013:
+23
Brand Simplicity Score:
528
Industry:
Banks/Retail
Rank change from 2013:
+17
Brand Simplicity Score:
528
Industry:
Social media
Rank change from 2013:
0
Brand Simplicity Score:
520
Industry:
Internet retail
Rank change from 2013:
-29
Brand Simplicity Score:
520
Industry:
Travel/Hotels
Rank change from 2013:
-19
Brand Simplicity Score:
518
Industry:
Utilities
Rank change from 2013:
-14
Brand Simplicity Score:
516
Industry:
Banks/Retail
Rank change from 2013:
+16
Brand Simplicity Score:
507
Industry:
Media
Rank change from 2013:
-9
Brand Simplicity Score:
505
Industry:
Retail/General
Rank change from 2013:
-49
Brand Simplicity Score:
493
Industry:
Retail/General
Rank change from 2013:
+17
Brand Simplicity Score:
490
Industry:
Shipping/Mail
Rank change from 2013:
-9
Brand Simplicity Score:
488
Industry:
General insurance
Rank change from 2013:
+8
Brand Simplicity Score:
480
Industry:
Banks/Retail
Rank change from 2013:
+21
Brand Simplicity Score:
479
Industry:
Banks/Retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
476
Industry:
Travel/Air
Rank change from 2013:
-39
Brand Simplicity Score:
474
Industry:
Travel/Hotels
Rank change from 2013:
+9
Brand Simplicity Score:
474
Industry:
Retail/Health and beauty
Rank change from 2013:
-11
Brand Simplicity Score:
470
Industry:
Travel/Air
Rank change from 2013:
-56
Brand Simplicity Score:
463
Industry:
Health insurance
Rank change from 2013:
+10
Brand Simplicity Score:
451
Industry:
Media
Rank change from 2013:
-7
Brand Simplicity Score:
450
Industry:
Retail/Fashion
Rank change from 2013:
+11
Brand Simplicity Score:
421
Industry:
General insurance
Rank change from 2013:
-90
Brand Simplicity Score:
411
Industry:
Media
Rank change from 2013:
-15
Brand Simplicity Score:
407
Industry:
Travel/Train
Rank change from 2013:
+6
Brand Simplicity Score:
399
Industry:
Travel/Car rental
Rank change from 2013:
-4
Brand Simplicity Score:
389
Industry:
Travel/Hotels
Slipping four spots from last year, luxury hotel chain Jumeirah enters the Bottom 10 for the first time. Respondents cite complicated booking procedures that are “difficult to understand” and require too many steps.
Rank change from 2013:
-46
Brand Simplicity Score:
388
Industry:
Automotive
The bottom falls out of BMW, which plummets 46 spots from last year and lands at #114 in 2014. Despite the brand’s popularity and a regional demand for luxury cars, respondents have problems with BMW’s complex engine systems, constant maintenance requirements and lack of accessible branches.
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Rank change from 2013:
-45
Brand Simplicity Score:
376
Industry:
Media
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.
Rank change from 2013:
-2
Brand Simplicity Score:
375
Industry:
Banks/Retail
Sounds like The Saudi Investment Bank need to invest in customer relations. Respondents say they have “difficulty doing bank transactions,” that terms and conditions are complex and clients are poorly treated.
Rank change from 2013:
+2
Brand Simplicity Score:
372
Industry:
General insurance
No stranger to the Bottom 10, Oman Insurance Company has a major communication problem with its customers, who say things get “complex in [times] of emergency” and that the company offers “no communication and follow-up with customers.” Marketing materials also get called out for a lack of clarity.
Rank change from 2013:
-16
Brand Simplicity Score:
366
Industry:
Travel/Car rental
There’s a general lack of brand recognition when it comes to Avis in the Middle East, which certainly doesn’t help its Simplicity Index standings. Those who are familiar with the brand, however, say renting a car is difficult—particularly because its presence is limited in the region—and involves “too many hassles.”
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Rank change from 2013:
-13
Brand Simplicity Score:
364
Industry:
General insurance
Though ADNIC is positioned as a premium insurance provider, respondents say the price they pay is too high for the service they get. Unclear communications full of technical language leave them guessing, as well as waiting “too long for authorization for medicines.”
Rank change from 2013:
-17
Brand Simplicity Score:
343
Industry:
Health insurance
Like many other health insurance companies around the world, Daman—affiliated with the Abu Dhabi government—fares poorly in the world of simplicity. Paperwork, say respondents, is excessive, communications complex and customer service is not supportive.
Rank change from 2013:
-5
Brand Simplicity Score:
275
Industry:
Automotive
Claims of poor service continue to drag Audi down on the Simplicity Index, with respondents citing a disparity between the company’s premium prices and its customer experience, which they call “unsatisfactory” and “not at the required level.”
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Rank change from 2013:
+1
Brand Simplicity Score:
170
Industry:
General insurance
The multinational investment banking firm finds itself dead last for the second year in a row, with respondents pointing to AXA’s customer service—or lack of it—as a key culprit. One respondent said it took six months to resolve an issue, while another said “terms and conditions may be different from what is communicated.”
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Industry Simplicity Score:
950
Simplicity Premium:
6.6%
Industry Simplicity Score:
823
Simplicity Premium:
6.6%
Industry Simplicity Score:
704
Simplicity Premium:
5.3%
Industry Simplicity Score:
665
Simplicity Premium:
6.7%
Industry Simplicity Score:
660
Simplicity Premium:
6.0%
Industry Simplicity Score:
632
Simplicity Premium:
6.6%
Industry Simplicity Score:
562
Simplicity Premium:
5.9%
Industry Simplicity Score:
552
Simplicity Premium:
5.1%
Industry Simplicity Score:
545
Simplicity Premium:
6.3%
Industry Simplicity Score:
513
Simplicity Premium:
5.6%
Industry Simplicity Score:
491
Simplicity Premium:
6.0%
Industry Simplicity Score:
489
Simplicity Premium:
6.3%
Industry Simplicity Score:
488
Simplicity Premium:
5.3%
Industry Simplicity Score:
485
Simplicity Premium:
5.9%
Industry Simplicity Score:
430
Simplicity Premium:
6.7%
Industry Simplicity Score:
421
Simplicity Premium:
4.8%
Industry Simplicity Score:
403
Simplicity Premium:
5.0%
Industry Simplicity Score:
397
Simplicity Premium:
7.1%
Industry Simplicity Score:
354
Simplicity Premium:
6.0%
Industry Simplicity Score:
339
Simplicity Premium:
5.1%
Industry Simplicity Score:
337
Simplicity Premium:
4.5%
Industry Simplicity Score:
331
Simplicity Premium:
5.6%
Industry Simplicity Score:
317
Simplicity Premium:
5.6%
Industry Simplicity Score:
240
Simplicity Premium:
7.0%
The simplicity premium
Depending on the industry, up to 55% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry but is significant.
For simpler experiences, people would pay:
Money to be made
All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in the Middle East can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.