Telco’s approach to enhance data usage: The 3 Essentials

Operators have invested in networks like 3G to deliver a superior data experience to subscribers. There is a strong belief that data services can enable operators offset their declining voice revenue and potential wise it is true. According to COAI, data services contribute around 20% of total revenue and studies indicate that it will cross voice revenue in another 5 years.  Indian operators have low broadband data ARPU compared to operators in even emerging markets like Mexico. Can we accelerate the growth of data services? We can do it if operators get the promotional strategy right along with their focus on coverage, content and making the services affordable.

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Top 4 Necessities Driving Marketing Innovation with CSPs in Emerging Markets!

Innovation is a buzz word which will excite us all the time. As the saying goes necessity is the mother of invention and this is so true for emerging telecom markets. Developing world Telco’s work under a variety of constraints that compel them to find innovative ways to run and grow their businesses. If you track the initiatives of Telco’s from the emerging markets especially in the last five years, you would see that innovation has almost become a routine for them, they do it every now and then. They have gone to the extent of innovating without even recognizing it. We in Flytxt have ourselves partnered with Telco’s for bringing out many such unique innovations in how they engage with their consumers and market their products/services. Let us look at the top 4 unique characteristics of emerging telecom markets and see how they have led to innovation in terms of technology use, roll out of products/services as well as in improving customer experience.

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Operator’s Big Data Push in The Pursuit of ‘Smartness’

Next Generation Telco's are already on the move. They have realized that they need to change from mere connectivity providers to become enablers of unconventional and disruptive business models to make a move in the saturating and competitive markets. Many operators have already initiated their attempts to switch from 'dumb' to 'smart' pipe providers. Read More

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2013 Growth Drivers in Indian Telecom Market

The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst the scams and licensing issues, India is still one of the fastest growing telecom markets. The growth is driven by increased adoption of mobile phones and seamless rural connectivity. There is still ample space for growth left in the market, before moving to maturity and consolidation efforts.

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Big Data Driven Mobile Marketing Trends 2013: Mobile Operator’s Perspective

2013 is generally being considered as the ‘Big Action’ year after all these years of ‘Big Hype’ when it comes to putting ‘Big Data’ to practice. Mobile operators are too frowning at this fast sweeping global phenomenon with deep interest trying to adopt it and leverage it to their advantage. With the establishment of a global 50+ billion connected society, mobile internet usage surpassing desktop internet, and mobile commerce market expected to exceed 30 billion by 2016; Big Data is pouring in at a rate operators have never witnessed before. 2013 will witness many interesting initiatives from operators in leveraging Big Data available with them for creating value for their consumers. Let us have a look at some of them.

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The Mobile Opportunity of Africa

With rapid advancement and ubiquity of mobile technology, the applications of mobile devices have become pervasive across all avenues of our daily lives from healthcare, financial services, travel and leisure, media and entertainment to government services, social networking and news dissemination and so on. It presents unprecedented opportunity for all businesses, big or small to tap into this medium and engage consumers in the most personalized manner. Among all markets for mobile, Africa presents a unique opportunity for mobile advertising with a vast majority of its 649 million subscribers having mobile as their only source of information, only source of entertainment, only source of banking, only means to connect and only means to socialize. They have completely skipped the phase of advertising evolution via traditional media which makes them much more receptive to content on mobile. Roughly 11.5% of African population has some form of access to internet of which less than 1% has broadband access . The only means to reach majority of African consumers therefore is with mobile phone which has a penetration of 41% and is fast growing.
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There is Need to Understand Misconceptions About Telco Campaign Management-Expert

The relationship a telecom service provider shares with a mobile subscriber is unique. Perhaps there are very few other entities that connect and communicate with its customer directly, regularly and also share a monetary relationship with them. In a prepaid majority telecom market this relationship is not to be taken for granted as the consumer is free to choose any service provider with a better service, plan or incentive at any point of time. So, how does a mobile operator ensure that its customer is still its customer? How would the mobile subscriber know what new services are available, what offers he/she is eligible for? Answer to these questions is campaign management.
Mobile operators connect to their subscribers via campaign management across multiple channels to achieve various strategic and tactical business objectives. Since they own the mobile media, they connect and communicate with the subscriber more frequently on mobile. However, with a medium as important as mobile, there are some misconceptions held by marketers in mobile operators about campaign management approach, process and technology. Therefore, it is essential to understand and clear these misconceptions for an impactful and effective campaign management.
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There is Need to Understand Misconceptions About Telco Campaign Management-Expert

The relationship a telecom service provider shares with a mobile subscriber is unique. Perhaps there are very few other entities that connect and communicate with its customer directly, regularly and also share a monetary relationship with them. In a prepaid majority telecom market this relationship is not to be taken for granted as the consumer is free to choose any service provider with a better service, plan or incentive at any point of time. So, how does a mobile operator ensure that its customer is still its customer? How would the mobile subscriber know what new services are available, what offers he/she is eligible for? Answer to these questions is campaign management. Read More

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The Mobile Opportunity of Africa

With rapid advancement and ubiquity of mobile technology, the applications of mobile devices have become pervasive across all avenues of our daily lives from healthcare, financial services, travel and leisure, media and entertainment to government services, social networking and news dissemination and so on. It presents unprecedented opportunity for all businesses, big or small to tap into this medium and engage consumers in the most personalized manner. Among all markets for mobile, Africa presents a unique opportunity for mobile advertising with a vast majority of its 649 million subscribers having mobile as their only source of information, only source of entertainment, only source of banking, only means to connect and only means to socialize. They have completely skipped the phase of advertising evolution via traditional media which makes them much more receptive to content on mobile. Roughly 11.5% of African population has some form of access to internet of which less than 1% has broadband access . The only means to reach majority of African consumers therefore is with mobile phone which has a penetration of 41% and is fast growing.

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Are Operators Addressing Subscriber Intent?

By Hetarth Patel, Vice President, Sales, Flytxt
Originally appeared in Telecom Tiger
Intent marketing in a mobile operator scenario is about reviving the purchase intent of a mobile subscriber who has earlier attempted to purchase a product or a service without enough prepaid balance. Presenting his views Hetarth Patel, VP Sales, Flytxt says that Its objective is to Identify lost opportunity due to temporary (timely) lack of balance or qualifications, and resurrect such opportunity by sending timely offers to subscriber once the balance is available and/or qualification criteria is met. It is estimated that on an average about 60% of those subscription transactions from mobile users online fail due to lack of enough pre-paid balance. The volume of failed transactions is so high that it makes a certain case for mobile operator’s to invest in Intent Marketing.

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