Success in the generation of mobile data revenues relates directly to content, and how it is priced and presented. Pivotal to this content is the relationship with content providers who increasingly govern growth in mobile data revenues. Investment in this relationship is therefore a strategic imperative.
Challenge:
An operator had achieved success in marketing of global mobile data content. Yet, it perceived a potential demand for local content, and content providers were few and difficult to target. Additionally, the government expected the operator to cultivate a community of local content providers.
Solution:
BT Telconsult provided an easy-to-use portal and underlying content management platform that allowed new content providers to quickly learn how to create and manage content. This content supported the client's marketing programme, and was soon commercialised into the content and messaging business line.
Benefit:
Consumers could obtain new, local content, which they did, with download volumes increased by approximately 10%. The operator cultivated a new economic community of content providers, with associated job creation and wealth creation attracting governmental praise.
