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Market Research Report

Customers Beyond the Network

Published by Mobile Market Development Ltd Product code 603629
Published Content info 23 Pages
Delivery time: 1-2 business days
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Customers Beyond the Network
Published: February 12, 2018 Content info: 23 Pages
Description

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.

Table of Contents

Table of Contents

1. Overview

2. Introduction

  • 2.1. Background to the Report
  • 2.2. Report Content
  • 2.3. Currency and Conversions
  • 2.4. Further Questions and Feedback

3. Diversification Approaches

  • 3.1. Introduction
  • 3.2. New Versus Existing Customers
  • 3.3. Brand
  • 3.4. Organisation and Capability

4. Case Studies

  • 4.1. Introduction
  • 4.2. TELUS, Canada
    • 4.2.1. Initiative
    • 4.2.2. New Versus Existing Customers
    • 4.2.3. Brand
    • 4.2.4. Organisation and Capabilities
    • 4.2.5. Assessment
  • 4.3. Safaricom, Kenya
    • 4.3.1. Initiative
    • 4.3.2. New Versus Existing Customers
    • 4.3.3. Brand
    • 4.3.4. Organisation and Capabilities
    • 4.3.5. Assessment
  • 4.4. T-Mobile, USA
    • 4.4.1. Initiative
    • 4.4.2. New Versus Existing Customers
    • 4.4.3. Brand
    • 4.4.4. Organisation and Capabilities
    • 4.4.5. Assessment
  • 4.5. SK Telecom, Korea
    • 4.5.1. Initiative
    • 4.5.2. New Versus Existing Customers
    • 4.5.3. Brand
    • 4.5.4. Organisation and Capabilities
    • 4.5.5. Assessment

5. Key Findings and Conclusions

6. Recommendations

Appendix - Feedback Questions

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