Best Practice Strategies to Minimise Losses to Digital Competitors
2018.10.31   |   24 pages   |   Revenue Continuity

Author:
Robert Harrison


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Mobile operators are facing increasing competition from digital organisations that are exploiting the availability of large quantities of customer and usage data by using social media and digital technologies such as machine learning and AI to the full.  Unless MNOs can compete successfully, they risk losing customers to them.

To prevent losses of customers to these digital competitors, MNOs need to do more than deploy established and proven marketing and customer experience strategies and techniques.  Instead, to compete directly with digital players, MNOs will have to learn to employ the same techniques to become digital organisations themselves.

Using examples of existing digital services and potential enhancements, this report looks at best practice in the creation and deployment of digital services that appeal to MNO customers and will encourage them to stay with their MNOs.  It also reviews the continuing importance of excellent customer experience and effective marketing.

 

Companies: Alphabet, Google, Microsft, Apple, Amazon, Facebook, Tencent, Alibaba, Netflix, AT&T, Verizon, China Mobile, NTT, Deutsche Telekom, Softbank, Roku, HBO, YouTube, BBC, Now TV, Vodafone, Telefonica, Indosat OOredoo, Ola, Uber, Jugnoo, Grab, MaasGlobal, Whim, BankMobile, T-Mobile, ABM Amro, Tink, Spotify, iTunes, WhatsApp, DoCoMo, Turkcell, VEON. TIM, O2, Sandvine, Smartapps, Tigo, Finland,

Countries: global, UK, Germany, Italy, US, India, Indonesia,

Keywords: transport, marketing, innovation, Siri, fintec, Customising, management style, smart home, customer retention, promotions, super aggregation, Aura, competition, management culture, Qivicon, BBC iPlayer, Uber AUTO, Tobi, Apple TV, Magenta Smart Home, Chromecast, global scale, Magenta, Ola Auto, retention, Google Play, Alexa, Google maps, aggregation, Apple maps, Amazon Fire, scale, service aggregation, Grip, personalisation, financial services, banking, smart speaker, Entertain TV,

1

Overview

1

2

Introduction

2

2.1

Background to the Report

2

2.2

Report Content

3

2.3

Currency and Conversions

3

2.4

Further Questions and Feedback

4

3

Why Digital Companies are Successful

5

3.1

Introduction - Where Competition Lies

5

3.2

The Factors that Ensure Success and Retention.

6

3.3

Innovation

6

3.4

Global Scale

8

3.5

Customer Experience

9

4

Minimising Losses to Digital Competitors

10

4.1

How MNOs can Learn from Digital Competitors

10

4.2

Innovation, Agility and Scale.

10

4.3

Convenience (Relative Advantage and Compatibility)

11

4.4

Customising and Personal Services

12

4.5

Customer Experience

12

4.6

Marketing and Promotions

12

4.7

Management Style and Corporate Culture

13

4.8

Customer Perceptions

13

5

Examples - MNOs and Others

14

5.1

Introduction

14

5.2

TV, Video & Audio Aggregation

14

5.3

Smart Speaker & Home: Deutsche Telekom Magenta

16

5.4

Transport Service Aggregation

17

5.5

Banking and financial services aggregation

18

6

Conclusions

21

6.1

Introduction

21

6.2

Becoming a Digital Player

21

6.3

Customer Retention

21

6.4

Service Aggregation

22

6.5

Overall Conclusion

22

7

Recommendations

24

 

Appendix – Feedback Questions

25

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