Yankee Group has appointed AMRB, a Dubai-based market research firm, as their exclusive partner for the Middle East and Northern Africa (MENA) region. Under the agreement, Yankee Group will provide worldwide insight and expertise to AMRB clients in the region, and AMRB will provide regional field research to Yankee Group, especially in the areas of connectivity and convergence.

According to Yankee Group, the telecom arena in the MENA region is undergoing enormous change, with most markets experiencing a transition from monopoly to multiple service providers, rapid growth in adoption of mobile phones and increasingly discriminating consumers who are looking for more value-added services. Further, some of the local service providers have grown into regional players, and are now looking to expand into markets beyond MENA, such as southern Asia, sub-Saharan and southern Africa.

Yankee Group asserts that reliable and cutting-edge research on global and regional developments and trends within the telecom sector are an invaluable asset for any company operating within these market conditions.

"We are thrilled to announce our partnership with AMRB, based upon their definitive expertise in the MENA markets," said Emily Green, president and CEO of Yankee Group. "Given the outstanding work AMRB performs in the Middle East, North Africa market, we are confident that together we will be able to add significant insight to our clients and partners in the region and beyond."

Gagan Bhalla, General Manager (MENA) for AMRB, said, "Yankee Group and our parent company, IMRB International, have worked together in India for two years and we are very happy to extend this association to the MENA region. Yankee Group is one of the most respected sources of insight on the impact of the connectivity revolution on enterprises and consumers. We are confident that we will be able to add immense value to telecom companies and enterprises in the MENA region via our association with Yankee Group."

AMRB and its parent company, IMRB International, are part of the Kantar Group of companies - one of the largest research and consultancy conglomerates in the world. Kantar operates in more than 60 countries with over 7000 employees. Other associates within the Kantar group are Millward Brown International, Research International, The Added Value Group, Kantar Media Research, and BMRB International.

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