With operators hungry for new revenue streams, and keen to remodel themselves in the digital world, there is a concerted push to leverage their most valuable asset – customer data.
Browsing Category Monetizing Customer Insights
A wiser approach to raising revenue
We noted an unusual news story this month, which raises the spectre of telecoms consumers being targeted as a source of government revenue. According to this report, the Nigerian government is looking at imposing a communication service tax on consumers of voice, data, SMS, MMS and payTV services, to compensate for falling oil revenues. Read More →
Evolution and revolution – watch this space
Welcome to 2016 – a year where we feel a powerful wind of change blowing through the telco industry. January usually brings an avalanche of resolutions and predictions, but we’re also focusing on evolution and revolution – advances that will bring radical transformation and cost efficiencies to operators, and higher levels of service and satisfaction to their customers. Read More →
What do Moody’s know about operators?
Let us hope that Moody’s credit agency has factored in the AsiaInfo survey insights. The agency recently announced that telecoms revenues are stable, will grow at between one and two percent and the light at the end of the tunnel may not be an oncoming train.
They seem to base the upgrade on the increased use of traffic data. Whether they have thought through the challenges for operators in using customer data, time will tell. Read More →
Whether its usage or using – data dominates the agenda
It’s been a busy month for telecoms industry conferences for us. We were sponsors at both the Global Telecoms Business Marketing Summit and at the Next Generation BSS conference in London.
Although very different events in their make-up, one thing that struck us about both events was the focus they had on data – both how much of it consumers use these days, and how much of it the operators collect about those consumers. Read More →
Ad-blocking by Apple might spoil the barrel
Customer data – gathering it, analyzing it and monetizing it, is the mobile internet’s hot topic of the moment. And operators need to pay close attention. Last month it was Spotify in the news for its revamped T&Cs that contained unwanted intrusion into its users’ personal lives. This month, it’s Apple’s new iOS 9 that is gathering attention. Read More →
Spotify proves the “what’s in it for me?” rule for operators
Spotify has caused quite a stir with its revised terms and conditions for subscribers. For every 90 or so consumers who simply tick the “accept” box without reading the small print, there are at least ten who get out their fine toothcomb. Read More →
The connectivity disconnect
The future of wireless is one where we are, in fact, less connected. That was the conclusion of Tim Rundle, an industrial designer from Conran and Partners, who was speaking at Cambridge Wireless’ annual conference last month.
While the usual debates about IoT, 5G, NFV – all the buzzwords! – seemed to throw up nothing radically new – bar the audience conclusion on the final day that, essentially, 5G was a massive waste of time (as one attendee said: “I’m not sure what 5G isn’t”) – the idea of disconnecting was probably the most forward-thinking proposal to come out of the event.
Going beyond data monetization
I’ve been talking about Sponsored Data as a business model a lot lately – and I’ve largely focused on zero-rating, or iterations of that model, as an approach because it’s one that US operator, AT&T, has shined a spotlight on in the West.
In the East, things are different. Chinese operators are ahead of the curve – collaborating with high profile digital players to design Sponsored Data services that have been well-received by the local market. It is an established and successful model, but it’s just one approach that operators in the East are taking to data monetization.
Capturing the real-time opportunity
Operators are selling themselves short when it comes to the level and sophistication of their customer engagement.
Consumers are very familiar with targeted advertising – digital service providers (DSPs) have laid the groundwork with personalized marketing campaigns that relate to a user’s recent browsing history. So, why are telcos struggling to capitalize on this real-time customer engagement in a similar way? They know exactly who their customers are, where they are and what they are doing, and so should be leading the field in launching real-time services that improve the customer experience and monetize ‘moments of truth’.
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