[Huawei Developers] Martin Bieber:
About talabat:

talabat transformed the food ordering business in the Middle East when it launched in Kuwait in 2004. With a network of over 28,000 vendors and 48,500 branches, talabat has become the home of food and groceries in the Middle East. Today, talabat lives to help people create and enjoy the moments that matter. With talabat as their trusted sidekick, customers can spend less time preparing food, shopping for groceries, and focus their time doing what matters to them. talabat is currently part of Delivery Hero, the global leader in online food ordering and delivery.

About Delivery Hero:

Delivery Hero is the world’s leading local delivery platform, operating its service in 50 countries across Asia, Europe, Latin America, the Middle East and North Africa. The company started as a food delivery service since 2011 and today runs its own delivery platform on four continents. Additionally, Delivery Hero is pioneering quick commerce, the next generation of e-commerce, aiming to bring groceries and household goods to customers within20 minutes. Headquartered in Berlin, Germany, the company has been listed on the Frankfurt stock exchange since 2017, and became part of the leading index DAX (Deutscher Aktienindex) in 2020.

Background:

talabat expanded into the Egyptian market through a rebrand of Otlob - a local food delivery platform that was also under the same holding company - Delivery Hero. Otlob was established in 1999 - the very first food delivery platform in the region - and considered a strong brand in the Egyptian market. talabat decided that they will operate with their regional name “talabat” and wanted to rebrand and introduce the new brand in Egypt.

Challenges:

The challenge was not only in introducing the brand, but there was also a fear of losing current Otlob customers to competition in this transitional phase.

Partnership:

talabat Egypt and AppGallery partnered by creating a co-branded campaign with the primary objective to enhance brand awareness and increase active users for talabat Egypt. The campaign was launched from 15th September to 21st October 2020 and consisted of two phases: “Download & Win” Campaign for improving download performance and “Order & Win” Campaign for increasing activation.

The two brands have worked together to offer a wide range of promotional activities and benefit to users. Discount vouchers, competitions, prizes, and giveaways have been provided during this campaign and promoted via diverse channels from both parts such as Splash and Head banners, Push Notifications, Social Media Channels, Outdoors advertising, and influencer’s campaign.

The campaign has also focused on improving the user experience by creating a simplified and short graphical interface while using the talabat Egypt app in AppGallery.

Results:

The co-branded campaign launched by both brands has seen tremendous success. The result has shown positive results in terms of conversion between impressions and downloads. Total downloads increased by 225% during the campaign and peaked almost eight times (compared to the historical data) at the beginning of October. Moreover, the promotional activities (vouchers redemption) rate was higher than the global average, reaching 40% of total redemptions. Finally, talabat Cost per Acquisition (CPA) has seen a significant decrease of almost 35%. These results helped both Huawei and talabat overachieve the set KPIs for the campaign and convinced the food&grocery delivery group of the substantial value Huawei Ecosystem brings to the table. It also gave talabat’s management immense confidence to continue investing the technical resources with Huawei Ecosystem for future collaborations.

This partnership has enabled talabat users in Egypt to access the app from the convenience of their mobile devices with a safe and contactless online payment and offered to Huawei users a reliable platform that provides a wide selection of cuisine across Egypt right on time from the comfort of their home. talabat app in Egypt is now fully integrated within the Huawei Mobile Service ecosystem, thereby enabling a smooth and an enhanced user experience.

About AppGallery –Top 3 Global App Marketplace

AppGallery is a smart and innovative ecosystem that allows developers to create unique experiences for consumers. Our unique HMS Core allows apps to be integrated across different devices, delivering more convenience and a smoother experience – and this is part of our wider "1+8+N" strategy at Huawei.

Our vision is to make AppGallery an open, innovative app distribution platform that is accessible to consumers, and at the same time, strictly protects users' privacy and security while providing them with a unique and smart experience. Being the top 3 global app marketplaces, AppGallery offers a wide variety of global and local apps across 18 categories including navigation & transport, news, social media, and others. AppGallery is available in more than 170 countries and regions with over 530 million monthly active users. Huawei has partnered with 2.3 million developers across the globe, and the total apps distribution from AppGallery have reached 384.4 billion times within 2020.