The Rise Of Subscriptions And The Digital Vending Machine Concept

At the inaugural MWC Doha 2025, Giles Tongue, VP of Marketing at Bango, introduced the concept of “subscriptionization,” a term he may have coined to describe how everything in our digital lives is becoming subscription-based. In an interview with Smashi Business, he explained how his company is solving the growing problem of subscription fatigue.

The digital vending machine solution

Smashi Business: How did Bango evolve from direct carrier billing to the concept of a digital vending machine?

Giles Tongue: Bango has been around for 25 years, initially focusing on direct carrier billing, charging purchases directly to mobile phone bills. Over time, we developed the Digital Vending Machine, a platform that enables companies to bundle and sell subscription services seamlessly. Imagine a vending machine packed with all your favorite subscription products like Netflix, Disney, Shahid. We’re enabling companies to bundle or sell these services. When customers join a new mobile plan, they might find Netflix, Prime, or Shahid included, and Bango makes those integrations possible by connecting content providers, mobile operators, and ISPs.

Recommended

Why MWC 2025 Came To Doha: A New Era For Tech In The RegionSynamedia’s Nicholas Korovesis On The Future Of TV And AIMWC 2025 In Doha: What’s Behind The Move To The Middle East

Super bundling the new trend

SB: You mentioned “subscription fatigue.” How is super bundling the solution?

Giles Tongue: Subscription fatigue is the challenge of managing multiple subscriptions across different platforms with varying renewal dates and payment methods. The solution we’re seeing is super bundling, where multiple services are offered together at a better price. For example, in the US, Spectrum offers 10 services for $100 with their broadband deal. In Australia, Optus Subhub provides progressive discounts, 5% for two services, 10% for three, letting customers pick and mix from about 20 content providers. It’s all about flexibility and control, much like the old days of picking TV channels, but now for digital subscriptions.

Middle East the new innovation hub

SB: What’s the potential for subscription bundling in the Middle East?

GT: The potential here is huge. The region can develop faster without the complexity and regulation that burden Europe. If this is where the innovation is happening, then we need to be here. Currently, Bango’s regional presence is content provider-led, helping international services like Netflix and Prime enter Middle Eastern markets. However, the real opportunity lies with mobile operators, ISPs, and especially fintech, the most funded startup category in the region, receiving 80% of investment. A revealing statistic: 48% of Gen Z consumers would switch banks if bundling was included. Companies like Revolut are already capitalizing on this, offering more subscriptions as customers move up service tiers. Even Saudi Arabia’s national carrier, Saudia, recently launched a subscription model for flights.

AI eliminating busy work, not jobs

SB: How does AI fit into Bango’s future, and how do you see it affecting the workplace?

GT: I use AI daily, and recently, I used Google Gemini to transcribe a 45-minute podcast, extract notes, and create an infographic all in one minute. AI is taking away our busy work, not our jobs. It forces us to engage in higher-order thinking through careful prompt engineering. Personally, it’s made my communication with colleagues more precise. I believe AI will fundamentally change education—everyone will be able to self-teach. The role of the educator is to inspire and guide you to what you should look up, as you’ll be able to find it yourself.

The Bango advantage

SB: What sets Bango apart from its competitors in the subscription bundling space?

GT: Unlike competitors attempting DIY solutions, Bango offers the only platform of scale dedicated entirely to subscription bundling. Our ecosystem creates a network effect—the more partners join, the better it becomes for everyone. With constantly evolving APIs from services like Netflix and complex offer structures, Bango handles the technical complexity while operators focus on creating clever, segment-specific offers for sports fans, students, or other targeted groups. As subscriptionization continues to reshape how we consume digital services, Bango is positioned at the center of this transformation, especially in the innovation-hungry Middle East market.