Communications Service Providers and New Monetization Models Providing a Win-Win Scenario for Enterprises

Frost & Sullivan white paper highlights how omni-channel customer engagement strategies blend customer loyalty rewards, mobile data gifting, and mobile data sponsorship with the global delivery of mobile messaging functionality

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Frost & Sullivan

Oct 24, 2018, 09:49 ET

SANTA CLARA, Calif., Oct. 24, 2018 /PRNewswire/ -- The global prepaid market represents 83% of the 7.75 billion global mobile connections, even though prepaid and postpaid billing plans are offered worldwide. Cultural and economic factors and service providers' business models contribute to wide variability between postpaid and prepaid. These are important issues to consider for enterprises that wish to engage with their customers using mobile channels. New commercial engagement models are required to leverage the mobile customer engagement lifecycle.

To download the complimentary white paper, please visit: https://go.frost.com/cem.

Consumer facing enterprises are implementing omni-channel customer engagement strategies and working together with mobile communications service providers (CSPs) to develop services that facilitate enterprise-grade consumer engagements and third-party partner capabilities. To ensure that the full slate of the network capabilities of 4G and 5G translate to rich consumer engagement models and associated revenue streams, forward-looking enterprises are working with CSPs to offer advanced monetization models that benefit consumers, with new data sponsorship models to deepen brand engagements.

Frost & Sullivan's new white paper, Mobile Marketing and the Customer Experience, discusses new mobile customer engagement models, and how shifting the cost of mobile data usage to alternative partner-powered businesses is an effective means to enable enterprises to better meet the needs of their customers. Furthermore, it highlights how traditional network-based functions, such as mobile messaging and advanced data usage accounting, have delivered new business opportunities for CSPs and their enterprise partners.

"Perhaps the most startling insight that comes from global mobile traffic measures and forecasts is that global smartphone subscriptions will increase from 4.3 billion in 2017 to 7.2 billion by 2023," explained Michael Suby, Information and Communications Technology Vice President at Frost & Sullivan. "Even more startling is that data volume per device is also expected to multiply by a factor of five from an average of 3.4 GB per month per smartphone in 2017 to 17.0 GB in 2023 as 5G technology takes root."

"When price sensitivity is high, traditional business models based on network services alone cannot sustain revenue flow to CSPs," said Jeff Bak, Vice President at Tata Communications. "Partner-enabled service offerings, where CSPs and enterprises work together to enhance the customer experience, is the most viable next step. Furthermore, both regional and global enterprises require a one-stop mobile customer engagement approach that can reach all customers, not just those subscribing to a particular CSP."

The market opportunity for A2P mobile messaging is growing, with several industries such as transportation and logistics, retail, travel, insurance, and banking and financial services already applying mobile messaging and loyalty solutions in different ways.

Forward-looking organizations are engaging with Tata Communications as it enables:

Global A2P mobile messaging, with access to international messaging routes;
Enterprises to engage, promote and distribute content to target customers;
Sponsorship across mobile ad engagements and mobile content engagements such as streaming video, music, data storage apps, messaging apps, traffic and travel, games and in-app purchases, voice services, and coupon redemption;
Mobile data gifting, mobile data rewards and sponsorship models to release pent-up demand for access to data services and conversion into enhanced customer engagement and consumer spending.

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