The document discusses how mobile network operators can create loyal users by using mobile data and insights. It addresses three key questions: how big the potential user base is, how to measure user engagement and retention, and how to stand out from competitors. To answer the first question, it provides statistics on the number of mobile apps and declining retention rates. For the second question, it outlines different metrics that can be used to analyze user behavior, such as session timing and taps. Finally, it discusses strategies like personalization, cross-platform analysis, targeted advertising and A/B testing that can help attract and keep users.