Operators and Over The Top (OTT) players are embracing partnerships with one
another. Each week is bringing announcements of new strategic couplings,
designed to match capabilities of both parties to create new products and
services for subscribers.
With the communications landscape shifting so rapidly, now is the time for
operators to innovate - and experimenting with partnership models is a big
part of that. But what we have seen so far, in terms of the form these
partnerships are taking, has been relatively conservative, with an emphasis
on joint marketing over ‘mash up' style services and revenue share.
In developing markets, the joint marketing approach has worked extremely well
as an effective means of promoting connectivity. For example, Tigo and
Facebook work together to jointly promote the Facebook Messenger application
in East Africa and Latin America. Tig... (more)
The announcement this week that Facebook is acquiring Pryte should make
operators sit up and take notice. The communications landscape is evolving at
breakneck speed and operators need to start shouting about where they can
bring value, before they get drowned out by the noise.
Because bring value they certainly can. We all know how these partnerships
should work in theory: operator brings their established systems and customer
insight to the table, OTT brings its innovation and "cool" factor, as well as
hoards of happy customers. The two parties "mash up" their services and the ... (more)
Aircel customers will soon be able to customize their monthly mobile plans
online, according to an announcement from the Indian operator this week.
The ‘Design Your Own Plan' scheme enables post-paid and pre-paid customers
to design and choose a plan across voice, messaging and data as per their
usage patterns. Subscribers will have the option to redesign their plan or
add extra packs based on their needs.
Carriers Bharti Airtel and Idea Cellular rolled out similar initiatives last
year for their post-paid customers in India.
Giving customers this level of flexibility to personali... (more)
Partnering with Over-The-Top (OTT) players and other digital service
providers is a strategy that several are exploring, although the
practicalities of doing business with the foe-turned-friend can be complex
and unnecessarily protracted making the whole commercial arrangement less and
Operators understand the benefits of the partnership model: the competitive
relationship between OTT and operator can be overturned enabling the operator
to be a ‘Capability and Digital Service Provider', rather than a dumb pipe.
And generally, there seems to be a consensus that t... (more)
As revenues from traditional voice and messaging channels continue to
dwindle, operators are reassessing their role in the digital communication
value chain, and defining what value they can bring to their customers.
Of course "customers" increasingly includes partners as well as end users, as
operators and digital service providers join forces to bring new services and
tariffs to market.
The value of customer context data
Operators are adapting to ensure they remain relevant to subscribers whose
expectations are shifting upwards, exponentially.
As part of this refocusing exerci... (more)