Identifying, Promoting & Monetising New Applications
2018.06.11   |   34 pages   |   Revenue Continuity

Author:
Robert Harrison


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Mobile operators continue to search for additional sources of profitable revenue that will augment those from their existing mobile voice and data services.


Success in identifying suitable potential services is a critical element in this process.  Too often the search for new services is unstructured and its objectives are not clearly stated in advance.  As a result, operators’ choices may not be optimal and at risk of being made to support the subjective ideas of senior managers rather than on the basis of objective research and analysis of what is the best for the business.


Once identified, operators must ensure that their chosen services are promoted effectively and will generate the levels of income desired.


This report sets out a proven process for identifying new services that relies on a structured and analytical approach.  It looks at a variety of service and service packages being delivered by operators, such as NTT DOCOMO, Millicom, Orange and Telenor, considers the measures taken to promote them and the extent to which they are monetised and draws conclusions on their effectiveness in delivering positive results for their businesses.  

 

 

Companies: Docomo, Millicom, Orange, Telenor, Turkcell, MTN, Safaricom, Tigo, Sandvine Outreach, Lumos, M-KOPA, TELUS, Telstra, Grameenphone, BIMA, Juvo, Apple, Deezer, Microsoft, BNP Paribas, Ecobank, Bank of Africa, Microcred, Groupama Banque, Credimovil, Vision Banco,

Countries: Australia, Bangladesh, France, Japan, Romania, Pakistan, Myanamar, Paraguay, Turkey, Netherlands, Nigeria, Kenya, Tanzania, Uganda, Thailand, Malaysia, Spain, Belgium, Poland, Botswana, Burkina Faso , Cameroon, the Central African Republic, Cote d'Ivoire, the Democratic Republic of Congo, Egypt, Guinea, Liberia, Madagascar, Mali, Mauritius, Bulgaria, Hungary, Serbia,

Keywords: billing, Orange Bank, discounts, Orange Money, payment, banking, coupons, shurokkha, M-Pesa, Tonic Health, daktar, Smart Life, bonus points, Asha, TouchPoints, jibon, upsell, Easypaiso, smartphone, d POINTS, prizes, solar energy, health, Selection criteria, paymnent sytems, upgrade, +d, microfinance, premium services, astha, insurance, offers, free trials, free services,

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

Identifying and Realising New Services

5

3.1

Introduction

5

3.2

Approach & Process

5

3.2.1

Decide Criteria

5

3.2.2

Search for Ideas

7

3.2.3

Filter Ideas Against Criteria & Prioritise

8

4

MNOs Offering a Variety of Services

9

4.1

Introduction

9

4.2

DOCOMO Smart Life

9

4.2.1

+d Initiative

9

4.2.2

Promotion

14

4.2.3

Monetising

15

4.3

Turkcell Hesabim

15

4.4

Billing for Third-party Services

17

4.4.1

Tigo Smartapps Billing

17

4.4.2

Billing for Solar Energy: MTN & Safaricom

17

4.4.3

Billing for Solar Energy: Safaricom and M-KOPA

18

5

Mobile Banking and Finance Services

19

5.1

Overview

19

5.2

Orange Money

20

5.3

Orange Bank

21

5.4

Millicom Financial Services (Tigo Money)

22

5.5

Tigo Paraguay

22

5.6

Telenor Finance

23

5.6.1

Serbia

23

5.6.2

Pakistan

23

5.7

Other Financial Services

24

6

Health Services

26

6.1

Introduction

26

6.2

Telenor Health - Tonic Health Service

26

7

Key Findings and Conclusions

31

7.1

Introduction

31

7.2

Identification and Selection

31

7.3

Promotion

32

7.4

Monetisation

32

7.5

Conclusions

32

8

Recommendations

34

 

Appendix – Feedback Questions

35

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Our board insists on seeing international trends when new product concepts are put forward... when we quote MMD's view on such concepts and their analysis on trends, we're 100% sure that it will 'FLY'! MTN Nigeria
Mobile Market Development 2015