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identifies the functional capabilities that
operators can focus on to differentiate Operators are enabling digital
themselves within their markets. This engagement. However, very
article outlines the DXi study and
provides learnings and insights from our few operators have adopted a
research on operators in the Asia–Pacific ‘digital - first’ strategy, that is,
(APAC) region. one that moves customers to
digital channels and focuses on
Operators that provide greater improving in-app engagement
engagement functionality through their functionality.
digital channels score highly in Analysys
Mason’s DXi assessment. They need
to adopt a ‘digital - first’ strategy as characteristics that they must enable on
consumers are increasingly using digital their digital channels.
touch points for customer engagement. Based on our understanding of consumer
This is no longer restricted to a specific preferences, as well as a detailed
demographic but is widespread, as understanding of functional
reflected by the increase in smartphone characteristics and technology maturity,
handset penetration worldwide. we created the DXi assessment tool to
However, most operators lack clarity score various features based on their
on the functional capabilities and importance in affecting consumers’
Overview of the digital experience index’s research criteria
Fig - 2-1-1 Source : Analysys Mason, 2018
INSIGHTZ - VOLUME 03, 2018 27
