Sales of the product to the region rose from US$ 525,000 in the first half of 2010 to US$ 6.8 million in the same period this year, boosted by purchases from Mauritania.

Created in Rio de Janeiro, online shop Meninos Store sells creative items inspired by the virtual world and the vintage style, to 32 countries. Exports account for 70% of sales.

The Brazilian Luciano Ferreira is Ericsson’s financial vice-president for the Middle East and Northeast Africa. He is in charge of 23 countries, and the Arabs’ communications pass through his hands.