How Jazz grew SIMOSA app to 21M users with Mixpanel

Jazz is Pakistan’s leading digital operator, serving over 100 million users across the country. In 2019, Jazz set out to expand beyond its traditional telecom business by launching Jazz World, a digital self-care app designed to give customers more control, convenience, and engagement.

This platform was revamped and relaunched in 2024 as SIMOSA, which today operates as a SIM self-care, lifestyle, and community platform open to all mobile users in Pakistan.

As SIMOSA expanded from a telecom-focused self-care app into a broader lifestyle and community platform, the team needed deeper visibility into user behavior at scale. The team sought to:

– Monitor adoption, engagement and retention in real time across millions of users

– Understand which features and user journeys created long-term value

– Personalize experiences for diverse user groups, including prepaid, postpaid, dormant, high-value and cross-operator users

– Ensure a seamless migration of 17M+ users during a major rebrand

– Maintain app rating despite rapid expansion of features

To support these goals, they required advanced behavioral analytics, stronger segmentation and a unified real-time view of platform performance to guide product and growth decisions confidently.

Jazz partnered with Mixpanel as both its analytics platform and, initially, its push notification solution. For Jazz’s digital team, Mixpanel was a catalyst for change:

Real-time insights, 12% recharge boost

With Mixpanel, the team could track adoption, test hypotheses, and segment their user base instantly. This agility was a game changer. For example, a usability study revealed that the red color of the “Recharge” button unsettled many users. By running an A/B test and measuring results in Mixpanel, Jazz boosted recharges by 12% almost overnight.

A market-leading 35% engagement rate through segmentation

Mixpanel’s cohort and funnel analysis allowed Jazz to tailor experiences for different user groups. They could export segmented audiences directly to push notifications and performance marketing tools, enabling personalized, real-time messaging. The result: a market-leading 35% engagement rate and an impressively low 18% month-one churn rate.

Digital analytics as their growth engine

Beyond product optimization, Mixpanel helped Jazz elevate digital analytics across the organization. With instant access to in-depth behavioral insights, the team could confidently answer questions in leadership forums and educate colleagues on digital KPIs. This credibility positioned the digital analytics team as a strategic driver of growth within the organization.

Mixpanel insights helped SIMOSA scale to 21M+ users, deliver market-leading engagement and maintain a decent app rating at massive scale. The Jazz World to SIMOSA migration achieved a 95% success rate in just 8 months and UX improvements, such as the recharge funnel redesign, drove measurable uplifts, including a 12% increase in recharges. Mixpanel remains central to SIMOSA’s experimentation, segmentation and product strategy.