Customers Beyond the Network
2018.02.12   |   23 pages   |   Digital Transformation

Author:
Nicola Warren


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Operator revenue growth has slowed as a result of increased penetration and the commoditisation of connectivity.  Many have realised that the value of connectivity to consumers lies in its use cases.  For this reason, MNOs are investing in applications for connectivity (e.g. content, financial services) in order to monetise existing customer relationships in other ways.

These MNOs should continue to achieve incremental growth, however by limiting their target market to owners of own network SIM cards, they are unlikely to attain the levels of growth that have historically been seen.

Some operators are looking at new business areas and how they can bring value to customers beyond their network footprint.  This report looks at examples of this in order to identify learnings for those commencing the journey towards diversification.

 

Companies: TELUS, SK Telecom, T-Mobile, Kodak, Layer3 TV, Safaricom, giffgaff, Sendy,

Countries: Canada, USA, South Korea, Kenya, UK,

Keywords: mHealth, competition, financial services, OTT, Apps, partnering, payment services, Own-branded, video, telehealth, mobile walltet, VoIP, blocking, tracking and monitoring, monitoring and control, collaboration, eHome, mMoney,

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

3

3

Diversification Approaches

5

3.1

Introduction

5

3.2

New Versus Existing Customers

5

3.3

Brand

6

3.4

Organisation and Capability

6

4

Case Studies

8

4.1

Introduction

8

4.2

TELUS, Canada

8

4.2.1

Initiative

8

4.2.2

New Versus Existing Customers

9

4.2.3

Brand

10

4.2.4

Organisation and Capabilities

10

4.2.5

Assessment

10

4.3

Safaricom, Kenya

11

4.3.1

Initiative

11

4.3.2

New Versus Existing Customers

12

4.3.3

Brand

13

4.3.4

Organisation and Capabilities

13

4.3.5

Assessment

14

4.4

T-Mobile, USA

14

4.4.1

Initiative

14

4.4.2

New Versus Existing Customers

15

4.4.3

Brand

15

4.4.4

Organisation and Capabilities

16

4.4.5

Assessment

17

4.5

SK Telecom, Korea

17

4.5.1

Initiative

17

4.5.2

New Versus Existing Customers

19

4.5.3

Brand

19

4.5.4

Organisation and Capabilities

20

4.5.5

Assessment

20

5

Key Findings and Conclusions

21

6

Recommendations

23

 

Appendix – Feedback Questions

24

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