Lifestyle service aggregation: A revenue opportunity?

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Operators are packaging together a variety of lifestyle services across finance, commerce, entertainment and a range of household services as a way to diversify and build revenue streams outside the traditional telco business. Will it stick?


Format: PDF filePages: 58 pagesAuthor: Liam Mimnagh, David PringlePublication Date: April 2023

Table of Contents

  • Executive Summary
  • Introduction
  • Lifestyle commerce and finance aggregation
    • KDDI’s Life Design strategy
    • SK Telecom’s T Universe lifestyle subscription platform
    • Vodacom’s lifestyle and payments super app
    • Takeaways
  • Entertainment aggregation
    • Optus’ SubHub “super bundle”
    • Verizon’s +play “super bundle”
    • Takeaways
  • Household service aggregation
    • Altice Portugal’s MEO Care household support services
    • Docomo’s Smart Life services
    • Orange’s Protected Home service
    • Takeaways

Table of Figures

  • Figure 1: Overview of aggregated lifestyle service opportunities
  • Figure 2: Barclaycard Payments: Top UK subscription categories
  • Figure 3: Korean household expenditure mapped to KDDI’s Life Design services
  • Figure 4: KDDI’s au economic zone
  • Figure 5: au Smart Pass Premium
  • Figure 6: au Smart Pass memberships, 2013-2022
  • Figure 7: au Pay consolidation of financial services and potential super app
  • Figure 8: Accelerating point circulation and expanding au Pay membership
  • Figure 9: au Denki’s economic zone benefits
  • Figure 10: KDDI’s commitment to healthcare
  • Figure 11: Early GMV and ongoing transaction volume of settlement and loans
  • Figure 12: Life Domain business operating revenue and income
  • Figure 13: Reducing churn and building NPS
  • Figure 14: T Universe All, Life, Mini, Slim subscription options
  • Figure 15: SK Telecom’s T Universe status FY 2022
  • Figure 16: Super app two-sided ecosystem
  • Figure 17: VodaPay
  • Figure 18: VodaPay and M-PESA App stages of product development (September 2022)
  • Figure 19: Vodacom’s financial services model
  • Figure 20: Optus SubHub
  • Figure 21: New SVoD Subscriptions in Australia 2022
  • Figure 22: Verizon’s +play
  • Figure 23: SingTel’s range of insurance services to households in Singapore
  • Figure 24: MEO Care’s advertising campaign
  • Figure 25: Docomo’s insurance services
  • Figure 26: Docomo’s health and wellness services
  • Figure 27: Docomo’s opportunities in healthcare and extended reality
  • Figure 28: Docomo’s growth opportunities for its Smart Life business
  • Figure 29: Docomo’s expansion of its financial services business
  • Figure 30: KDDI’s energy business
  • Figure 31: Orange’s Protected Home service
  • Figure 32: Three telcos in France venture into home security
  • Figure 33: Orange’s home protection system.


Technologies and industry terms referenced include: (GMV), ARPU, banking, bundling, commerce, daily life, daily purchases, E-Commerce, EcoSystem, education, electricty, entertainment services, entertainment subscriptions, Financial Services, Gross Merchandise Value, health, home assistance, home care, home security, household services, household support services, insurance, life design strategy, Lifestyle services, loans, loyalty points, mobile payments, payment wallet, pet care, points programs, retail energy, senior care, service aggregation, subscription aggregation, subscription services, super bundle, SVoD, transaction volume, two-sided ecosystem, video content, wellness