Expert highlights shifting priorities in digital connectivity landscape

KARACHI: With over 60 per cent of Pakistan’s population under 30, the country’s digital future depends not only on expanding access but also on ensuring that platforms reflect the needs and behaviours of a young, connected population, says expert.

While infrastructure remains critical, some industry actors are beginning to focus more on how people experience digital services -- whether through entertainment, self-care tools, or social platforms.

One example is Jazz, which has expanded its suite of digital products through a dedicated business unit, offering services such as Tamasha (a streaming app), SIMOSA (a self-care platform), and Social+, among others.

According to the company, Tamasha has grown to over 16.5 million monthly active users, while SIMOSA reportedly serves 21 million users. The company’s digital team says the focus now is on evolving these platforms to support not just content consumption, but also user engagement and participation -- especially among younger audiences.

Aamer Ejaz, who leads the digital platforms division at Jazz, says platforms today are expected to offer more than utility. “Users are increasingly looking for platforms where they feel seen and heard,” he says, noting that connectivity is no longer just a technical service but a social and cultural one as well.

Ejaz points to a broader shift in platform design, from passive delivery to more personalised, locally relevant experiences. He also highlights the importance of local data hosting in ensuring accountability and aligning with national privacy expectations. While digital expansion is often framed in terms of numbers, Ejaz argues that long-term relevance depends on understanding how users relate to digital tools. “There’s a growing need to move beyond utility and think about digital spaces as part of people’s everyday lives,” he says.

In a recent market shift, mobile viewership in Pakistan has reached levels comparable to television, according to a March 2024 report by Pulse Consultant. The company sees this as a sign that advertising strategies may need to adapt accordingly, especially with younger audiences shifting their media consumption habits.

Ejaz also notes the importance of wider ecosystem development if digital platforms are to have long-term impact. “Usage alone does not indicate value. The real opportunity lies in enabling users to create, transact and contribute.”