India, with its billions of mobile phone subscribers, has emerged to be a land of opportunity for telecom service providers (telcos). Among those, millions are equipped with Internet connectivity via their mobile devices that adds a new dimension to this paradigm, disrupting how telcos look at this market. To closely examine this evolving telecom landscape, Facebook collaborated with global research consultancy Kantar TNS to bring out some key insights* into the new business normal that telcos need to be prepared for.
We now manage our personal lives through our mobile devices, and we expect everything we consume – news, videos, even ads – to be individually tailored to our interests. Kantar TNS thus notes greater scope for newer customer segmentation by telecom service providers. While telcos are constantly re-engineering and upgrading their infrastructure to ensure seamless connectivity and uninterrupted services, they are also fighting a raging battle against customer churn. In the face of this competitive landscape, where each telecom service provider is hustling to emerge on top of the food chain, the pressure to acquire and retain customers is immense.
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