THE 3 THINGS CARRIERS NEED TO GET RIGHT NOW: MOBILE DATA + CUSTOMER EXPERIENCE + RESEARCH
The Optus CEO recently declared his company’s shift to “sustainable profit growth”, moving from “raw subscriber acquisition” to an emphasis on retaining and increasing revenues from existing customers.
Sustainable profitability means retaining existing customers and encouraging them to spend more money on mobile. Central to this proposition in the era of data is understanding why.
Monetizing the increase in data use means building a better customer experience around social context. Customers don’t consume data, they consume what data does for them. Understanding the motivations and drivers behind data usage will provide more solid foundations for pricing and marketing strategies.
Carriers need to upgrade their marketing strategies: without context-driven customer experience, data is simply a commodity. Competing on data volume and price will become a race to the bottom that operators will lose to new entrants wanting to establish a foothold in the market.