TeliaSonera’s digital partnership with OTT streaming music disruptor Spotify has worked well when other operator music tie-ups have languished. We investigate how the partnership has helped both companies to target new market segments and develop innovative products, with Spotify benefitting from TeliaSonera’s marketing channels and direct investment, and TeliaSonera leveraging both Spotify’s brand association with youth-oriented digital innovation, and the serious stickiness of the Spotify service.
Partnering is a key competence for building telco digital services offerings, but many past attempts have failed. So what does it take to succeed? In this briefing we review viable strategies, key success factors and barriers, and profile the highly effective approach used in AT&T’s Drive Ecosystem.
Opportunities exist for operators to support third-party businesses in Customer Profiling, Marketing offers, ID & Authentication, Network QoS, and Billing, Payments & Collection. However, our in-depth research among senior execs in ‘upstream’ industries (e.g. retail, media, IT, etc.) and telcos shows that poor communication of the telecoms value proposition and slow implementation by operators is frustrating upstream customers and operators alike. Our independent new analysis (kindly sponsored by Openet) identifies strategic customer segments for telcos building new ‘Telco 2.0’ business models, key obstacles to overcome, six real-world implementation strategy scenarios, and strategic recommendations for telcos. (April 2012, Executive Briefing Service, Transformation Stream.)
Google’s Advertising Revenues Cascade