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digital experiences. These features ‘digitalized’ zone as yet. Our research
were classified under marketing, sales highlights that the smartphone apps of
or customer service, thereby capturing nearly all operators in the APAC region
the entire customer lifecycle, and the offer:
emphasis was placed on prominent • The ability to view usage information
digital channels, led by operators’ • The ability to purchase basic top-ups
primary smartphone apps (Fig: 2-1-1).
or bundles
The DXi research highlights the push for • The delivery of ecommerce offers
digital experience by operators in APAC, from third-party businesses (such as
but few are adopting a ‘digital - first’ retail outlets or restaurants)
approach. In the first phase of our
DXi research, we focused on the APAC The above features demonstrate that
region and covered 7 countries and operators are enabling digital
21 operators. Our analysis highlights engagement. However, very few
that operators are making progress in operators have adopted a ‘digital -
enabling greater engagement capabilities first’ strategy, that is, one that moves
on digital channels. customers to digital channels and
focuses on improving in-app engagement
We placed all of the operators studied in functionality. For leading-edge operators,
the ‘early’ or ‘transformational’ stages of a ‘digital - first’ approach includes
their journey, based on their DXi scores enabling advanced functionality such
(Fig : 2-1-2); none have entered the
as message-based support within the
smartphone app (as used by Digi and
Analysys mason’s digital experience Optus), the ability to purchase new
index, asia–pacific, 2018
services (implemented by Spark and XL
Axiata) and the offer of personalized
deals based on customers’ usage (Optus
has enabled this). Very few operators
have enabled these capabilities. In
addition to these, operators also need
to improve the performance of their
apps in order to achieve ‘digital - first’
status. End-user reviews on smartphone
app stores are a reflection of app
performance, and in our study, only
DTAC averaged 4 or more (out of 5) on
both Apple’s and Google’s app stores.
Most operators scored highly in our DXi
Fig - 2-1-2 Source : Analysys Mason, 2018
28 INSIGHTZ - VOLUME 03, 2018
