Service preferences: Stimulating better growth for telcos with value-driven features
Intensifying market consolidation over the last decade has enabled telcos to push fixed-mobile convergence (FMC). While this has enabled them to drive customer growth, sustainable value creation remains elusive. FMC propositions tend to prioritize discounts over non-monetary aspects, emphasizing the importance of promoting value-driven features.
Service preferences are constantly evolving, driven by innovations and changing offerings in telco portfolios. In the concluding chapter of our Global Telecommunications Study, we focus on how telcos can “lock in” customers through FMC propositions and telco apps as platforms, while also looking at potential value-added services that can be added to a portfolio.
Key insights on service preferences and their implications
