Where does consumer innovation thrive?

Consumer, Executive Briefing Service —

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Telcos continue to innovate in consumer services beyond connectivity. Recent trends point to a strong focus on AI-based services where telcos can add significant new value and address a real-life need in a new way.

Introduction

This report explores the trends in telco innovation in non-connectivity consumer services over a period of 12 months, from October 2024 to September 2025. It is built on insights from STL Partners’ monthly Consumer innovation tracker, a database of innovative consumer services from telcos from across the world, predominantly outside of core connectivity.

In September 2024, the first edition of the Tracker identified several trends. A year on, some of these have continued to develop and new trends have emerged.

Key trends in telco innovation in consumer services beyond connectivity

Telcos efforts are currently concentrated in three key areas of consumer innovation:

  • AI assistants
  • Cybersecurity
  • Connected home

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The report includes insights about:

  • Geographic spread of innovative telcos
  • Top areas of innovation
  • Addressable market and business models of innovative services
  • Features of the innovative services
  • Examples from the most prolific areas of telco innovation
  • Types of telcos that innovate
  • Examples of telcos that successfully monetise non-connectivity services

Related research

Technologies and industry terms referenced include: , , , , , , , , , , , , , , , , ,

Marina Koytcheva

Marina Koytcheva

Marina Koytcheva

Director, Research

Marina works across STL Partners’ research portfolio, with a specific focus on the Executive Briefing Service, consumer services and sustainability. She joined STL Partners in 2023 with 18 years of experience as a market analyst, first at Nokia, and then at CCS Insight where she led the market forecasting practice across all technology areas and modelled the impact of major global disruptions. She has wide expertise across telecoms, hyperscalers, device markets, consumer behaviour, and the impact of macroeconomic factors on the tech industry. Marina holds an MSc in Finance and Economics, and an MBA.

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