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UAE SaaS Market Outlook

Tue 27th Sep, 2022

UAE leads the Digital Competitiveness ranking in the Arab region.

Digital Demographics:

  • Population: 9.99 mn
  • Internet Penetration: 100 %
  • Smartphone Penetration: 91%

Cloud Market:

  • SaaS Market Revenue CAGR: 18% (2019-2024)
  • Public Cloud Market End-User Spending: USD 430 mn (2019)
  • Public Cloud Market End-User Spending: USD 1 bn (2024)
  • Public Cloud Market End-User Spending Annual Growth Rate: >25% (2019-2024)

Digital Transformation Initiatives by Government for SMEs

1. Khalifa Fund for Enterprise Development (KFED)

  • Established in 2007 in Abu Dhabi, and expanded its scope in 2011 to Northern Emirates, providing services to SMEs in Ajman, Fujairah, and Ras Al Khaimah
  • Runs multiple initiatives to boost the efficiency and capability of SMEs
  • Initiatives focused at digital transformation of SMEs:


  • Focused to support SMEs go through full digitalization of their businesses and help their overall ability to thrive in the digital economy
  • Since its inception in 2020, it has partnered with Amazon, AWS, Akshaak, Abacus, eBay, Etisalat, Microsoft, noon and noon payments to provide tools and training

2. Grow Stronger with Google:

  • Program runs in partnership with Dubai Chamber of Commerce in the UAE
  • Aimed to accelerate economic recovery through digital transformation by providing digital tools, training programs, mentorship and partnerships to support SMEs in UAE

Industry players are seizing the opportunity: Banks like Mashreq, RakBank alongside telcos like etisalat, du are providing a variety of SaaS offerings to the SMEs.

Pain Points that still remain:

For SMEs:

  • Zero to low bargaining power on SaaS purchases
  • SaaS expenses up by 14x in last 7 years

For Banks:

  • No product differentiation for SMEs
  • Limited rewards on commercial cards

For Telcos:

  • Limited product differentiation
  • Limited reward/value prop for commercial users

How can Nuclei's SaaS Marketplace help?

  • Businesses earn recurring discounts on SaaS purchases
  • End to end partner management
  • Plug and play integration


For SMEs:

  • Reduced expenses, recurring discounts
  • Better visibility into growing SaaS expenses

For Banks:

  • Beyond Banking: Launch a unique reward program
  • Attract net new customers
  • MDR + Commission

For Telcos:

  • Beyond Connectivity: Product differentiation
  • Commission on each license


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