Strategic options for telco-owned apps (chart)

Strategic options for telco-owned apps

Based on analysis of successful telco-run mobile apps, the starting point for success is delivering customer care and loyalty offerings to secure sufficient customer engagement. Following from this, telcos can evolve their apps into broader platforms – or cross-sell other telco apps – pursuing one of two alternative routes:

  1. Helping customers to manage their daily lives (e.g. by providing services or information to make lives easier);
  2. Offering customers enjoyable entertainment options for their spare time.

Market conditions will influence whether  a telco chooses one or the other, or both.

Irrespective of the route, there may also be opportunities to underpin the consumer proposition with a voice call and messaging app, if there is no dominant competing offer in the space.

See our research on telco app strategies

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