Operators can turn data growth into profitable revenue growth by segmenting offerings to increase revenue and loyalty, focusing on key performance indicators to improve the user experience, and forming strategic partnerships to deliver synergistic experiences across platforms. The document outlines six "growth codes" that leading operators use: showcasing customized offerings, minding gaps in quality and experience, embracing mobile data and third-party partnerships, using streetwise metrics, shifting mindsets from problem to opportunity focused, and establishing long-term ecosystem collaborations. These frontrunners maximize old and innovate new revenues by differentiating on connectivity and synergizing markets and technologies.

1. Growth Codes
How do operators turn data growth
into profitable revenue growth?
SHOWCASING
Blow the packages to rebuild
cleverly segmented offerings
that increase revenue and loyalty.
Choosing dimensions that make
sense: amount, speed, devices,
applications or other.
GAP MINDING
Moving KPIs closer to the user
experience, by unifying market,
networks and systems in proactive
feedback loops, in order to focus
attention where it matters
the most.
Investing proactively to inspire
new demand instead of following
the existing. Betting on large gaps
of quality & experience rather than
small gaps of price, to make
competition irrelevant.
Creative ways of showing
superior performance in contexts
that people can relate to, and
compare it to show the difference
is worth paying for.
DATA is GOing MOBILE
Bundled offers with third party
brands to deliver synergetic
experiences, be an open platform
for value creation, based on the
cust. relation asset.
STREETWISE METRICS
SHIFT OF MINDSET
UNBOXINGECOSYSTEMATICCO-PARTNERING
Long-term collaborations,
empowered by shared incentives,
insights and roadmaps. Create
“we’re in this together” mentality
and minimize restarts.
Mobile data traffic will grow
between 2012 & 2018
~12x >3B
Smartphone subscriptions
by the end of 2018
Smartphone penetration
(Q3 2012)
29%
Apps downloaded in Jan 2013
(>500 million in Jan 2009)
>50B
THEIR ATTITUDE
Being opportunity
focused rather than
problem focused.
And in 2009 data passed voice in total amount of traffic.
We have identified and evaluated a number of frontrunners that
are capitalizing on this changing marketplace. They have been
selected based on three key parameters:
Leading
Profitability
Double-Digit
Revenue Growth
Driven by
Mobile Broadband
(>40%, excl. SMS)
What all frontrunners have in common is that they proactively
work with all 6 codes and they balance superior network
performance with differentiated market offerings.
6 GROWTH CODES
it’s time for growth.
LET’S EXPLORE YOUR CODES.
1. 2.
what affected the change?
2009
VoiceData
So what do these frontrunners do different from their peers?
Maximizing
Old Revenues
Connectivity as
a Commodity
Market &
Tech Silos
Problem Focused
Innovating
New Revenues
Connectivity as
a Differentiator
Market &
Tech Synergies
Opportunity Focused
THEIR BEHAVIOUR
How they rethink
Mobile Broadband
summarized in:
Lead by
SUPERIOR
NETWORK
PERFORMANCE
Lead by
ericsson.com/unplug/growth
SOURCES:
http://www.internetworldstats.com/stats.htm | Ericsson Consumer Lab (2012) | Statista (2013)
ESF (2011) | Ericsson Mobility Report (Nov 2012) | Internal Research (2012)