Telco apps: What works?

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Mobile apps are at the heart of the modern digital economy. Although many telco-owned apps have struggled, some have broken the mould, achieving high levels of adoption and usage. How did they do it?

Description

Format: PDF filePages: 36 pagesCharts: 14Author: David PringlePublication Date: November 2018

Table of Contents

  • Executive Summary
  • Introduction
  • Why apps matter
  • The delicate transition from SIM toolkit to app
  • Telcos can build on customer care
  • My AIS – a top ten app in Thailand
  • Takeaways
  • Information apps have traction
  • Call management apps prove popular in South Korea
  • T Map in top ten apps in South Korea
  • Takeaways
  • Telcos’ entertainment apps go regional
  • PCCW’s Viu plays in sixteen markets
  • Liberty Global
  • Takeaways
  • Turkcell: Using apps to up engagement
  • Competitive in communications
  • Takeaways

Table of Figures

  • Figure 1: Alternative routes for telcos to build out their app proposition
  • Figure 2: Overview of the telco-owned apps covered in this report
  • Figure 3: The number of smartphones in use is rising steadily across the world
  • Figure 4: MTN is pushing its entertainment apps to new smartphone users
  • Figure 5: My AIS supports payments and loyalty points, as well as usage monitoring
  • Figure 6: The True iService app has a clear and straightforward graphic interface
  • Figure 7: True Digital’s app portfolio covers everything from coffee to communications
  • Figure 8: WhoWho helps user manage incoming calls on phones and wearables
  • Figure 9: SK Telecom’s T map app for public transport covers trains, buses and taxis
  • Figure 10: KKBOX Claims Strong Customer Base Among iPhone Users
  • Figure 11: Turkcell’s broad portfolio of apps covers content and communications
  • Figure 12: Turkcell’s BiP Messenger is designed to be fun
  • Figure 13: Turkcell is focused on how much time customers spend in its apps
  • Figure 14: Turkcell’s foreign subsidiaries are much smaller than its domestic operation

Keywords: AIS, Apps, AT&T, Customer Engagement, customer experience, engagement, KKBox, Liberty Global, M-PESA, mobile, PCCW, Safaricom digital, SK Telecom, truedigital, Turkcell, Verizon, Viu

Companies & technologies covered: AIS, AT&T, KKBox, Liberty Global, M-PESA, PCCW, Safaricom digital, SK Telecom, truedigital, Turkcell, Verizon, Viu