It is an intensely competitive and commoditised environment that is evolving at a rapid pace. The most successful operators will be those that have highly flexible business models designed to capitalise upon this fluid marketplace. For them, the new environment offers transformational market share and ARPU growth opportunities.
The winning operators will put customers at the absolute heart of their strategy. In this cut throat era, in depth understanding of customer needs and then serving those needs will be crucial to win and retain customers, and then cross sell and up sell to them.
In the first instance, operators must offer consumers compelling yet easy to understand products and packages, with attractive prices - with the huge variety of potential package and pricing options, it could be easy to confuse and alienate customers.
