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:
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
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:
-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:
372
Industry:
General insurance
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
Rank change from 2013:
-17
Brand Simplicity Score:
343
Industry:
Health insurance
Rank change from 2013:
-5
Brand Simplicity Score:
275
Industry:
Automotive
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.