![]() Analytics also enable targeted, relevant marketing. Presented with that information, its operator partner might decide to pursue a marketing partnership with an Indian airline. ![]() Suppose the OTT provider determines that a lot of OTT calls and messages terminate in India. Deep, actionable analytics that enable mobile operators to tap new revenue streams to offset OTT losses.That QoS helps those partners attract and retain customers. For example, operators own the network, so they’re able to ensure quality of service for their partners’ services. Mobile operators have the leverage necessary to convince OTT providers to share revenue. Multiple revenue-sharing opportunities, such as a share of each call or text.That’s an ideal way to build adoption among existing phones, where pre-installation no longer is an option. Another example is co-marketing to encourage customers to download the app. One example is having the OTT partner’s app pre-installed on handsets to encourage customers to choose that service rather than hunt for competitors in an app store. Multiple deployment and branding options.When the partner can also provide, for example, a network, content and customer base, the relationship has less cost and risk for the mobile operator. A company that brings more to the partnership than just an app.A one-stop shop enables faster time to revenue and lower overhead. That way, the operator can do a deal with a single company instead of cobbling together piece parts from multiple vendors. Here are five attributes that every operator should consider when vetting potential partners: ![]() The catch is that some are better than others in terms of maximizing the mobile operator’s revenue potential and competitive position. There’s no shortage of potential OTT partners for mobile operators to choose from. Partnership examples include Spotify and Orange, and T-Mobile US with IHeartRadio, Pandora and Rhapsody. ![]() Partnering with the right OTT player enables them to change their offering and business model faster, more cost-effectively and with less risk than if they tried to do everything on their own. Savvy mobile operators realize that OTT can be an opportunity – if they play their cards right. So have dozens of record labels, which partnered with Apple, Spotify and other upstarts to provide consumers with what they want. But the same could be said of cable operators, and they’re doing it. Those that don’t will become what they fear most: dumb pipes.Ĭonventional wisdom says mobile operators are too big, too cautious and have too much money sunk into traditional ways of doing things, all of which make change difficult and slow – maybe even impossible. Those that do are uniquely positioned to get their share of the OTT market, which the analyst firm MobileSquared predicts will be worth $53.7 billion by 2017. Mobile operators can learn a lot from the cable-Netflix partnerships. “The dynamics of this game-changing relationship are clear: More choices for the viewer via a simple, unified device,” said Jim Holanda, CEO at RCN and Grande Communications. “It’s delivering the best possible customer experience.” “Netflix is good for us because it’s fantastic for our customers,” said David Isenberg, Atlantic Broadband chief marketing and strategy officer. “This agreement is a great example of how the cable industry can work with Internet content providers on innovative solutions that benefit consumers,” said Suddenlink Chairman and CEO Jerry Kent. Cable executives are increasingly acknowledging that fact. Why? Partnerships enable companies to provide what consumers want. They’re among the cable operators that have partnered with Netflix in 2014. If over-the-top service providers are cannibals, somebody forgot to tell Atlantic Broadband, Grande Communications, RCN Telecom Services and Suddenlink. Editor’s Note: Welcome to our weekly Reality Check column where C-level executives and advisory firms from across the mobile industry share unique insights and experiences.
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