How Can Telcos Improve Business Performance

Performance is still a challenge for telcos. They are experiencing large-scale innovations, driven by strategic developments such as the introduction of new mobile technologies. Here is how they should work towards better performance in 2023.

2023 is gradually shaping up to be a challenging year for the telcos worldwide. The ongoing war, energy crisis, rising interest rates, and rampant inflation have created a perfect storm for the telecom industry. At the same time, telecom players are experiencing large-scale innovations, driven by strategic developments such as the introduction of new mobile technologies, new strategic alliances, 5G standalone, wider adoption of new software applications and new services product designs. These trends will be setting the agenda for telcos this year and would be deciding their business performance.

Research by McKinsey reveals the importance of digitization in several core telco business areas that can help them streamline functioning and enhance performance. A recent McKinsey benchmarking study of 80 global telcos found a strong correlation between profit margin and robust customer data analytics, digitization, customer relationship management and automation. McKinsey further observed that the telcos with superior digital capabilities in these areas reflect a profit margin of 43 percent on average, while those with less digitization show a lower profit margin of 21 percent.

The telco businesses are thriving less on traditional services like voice and increasingly relying on revenue-rich segments like mobile advertising. High-speed Internet access, coupled with smartphone penetration is rapidly assisting telecom businesses around the world to earn and perform better. A new mobile technology like moLotus has ushered in a new era in telco performance marketing. In fact, the quickest telecom business growth and performance comes from services delivered via mobile.

Of all the markets, the small and medium enterprise market has been arguably the toughest and also seen as most lucrative for telcos. With literally hundreds of SMEs in the market, telcos are heavily slogging it out to tap them and perform better in terms of revenues. The big enterprise market still remains the telecom industry's favorite. Big enterprise customers, who are concerned mostly about the quality and reliability of service delivery, are less price-sensitive than small enterprises. They spend heavily on telco data assets and infrastructure to support their marketing initiatives. Big telecom operators also earn more and improve business performance by providing data assets and infra to other small telecoms that need it. The involvement of telecom players in assisting enterprise businesses with digitization and mobile transformation is bound to grow in 2023. More and more telcos are repositioning themselves as trusted partners of enterprises in their digital journey via mobile technologies like moLotus.

However, the telecom sector's challenges remain to keep up with customer's evolving demand, ARPU generation, customer interaction, quicker video communication, personalized communication and keeping costs at the minimum. Matching customer needs for faster and better communication requires significant capital expenditures on assets. Telco brands that can meet these needs, perform and thrive in 2023.

Let’s look at the ways how telcos can boost business performance:

1. Digitizing Transforming Business Processes

Its 2023 and many telecom players are still plagued by silos and complexities in business processes preventing them from rapid innovation. They need to digitize, transform and automate processes faster in order to enhance business performance.

Acceleration of 5G and inflow of disruptive technologies have enabled telcos to undergo rapid digital transformation enhancing performance. In the last few years pandemic has been a key factor pushing telcos towards digital transformation in full swing. They are building more customer-centric processes with greater efficiency.

In the telecom sector, digital transformation involves intelligent re-imagining of the business processes using tools like moLotus; adding to high margin revenues with agility, speed, and cost reduction. Telecom brands are trying out multiple transformation technologies including SaaS, PaaS, cloud offerings, low code platforms. They are also employing several open source softwares for digitally transforming. If surveys are to be believed, telcos have not been able to achieve the desired results using most of the softwares and technologies adding to their woes.

At the heart of ongoing research and reporting on telco transformation is the trend of leading MNOs evolving and switching their transformation technologies. moLotus breakthrough transformation happens to empower telecoms to automate and transform key processes in 2023 including customer onboarding, payment service reminders, loyalty, document submission, contract renewals, and many more adding to the overall business performance. With the help of moLotus breakthrough transformation models, more and more telcos are becoming digital, exceeding their customer expectations and enhancing customer experience at optimum costs huge returns.

2. Establishing Robust Data Analytics Capabilities

Telcos are quickly learning the ability to gain deep customer insights, collecting data via marketing, sales, and other customer-facing functions for making precise, data-driven decisions that cut down on wasteful spending. A benchmarking study by Mckinsey found that big telcos have outperformed their peers when it comes to data analytics and management, gaining insights from collected customer info.

Several telcos are using data analytics tools for generating customer insights. Telecom brands, for instance, Indosat Ooredoo Hutchinson, Vodafone, Celcom, Airtel, Maxis, etc. are using much superior moLotus-based big data analytics to gain deep insights. By using moLotus data analysis capability, the telcos have been able to acquire more customers, thereby significantly increasing their market share. They have improved business performance using advanced data analytics.

Experts say that competition within the global telecommunication industry is going to be fierce in 2023. Rival telcos will always be on the lookout for opportunities to win over customers in many ways like offering special discounts. And that is exactly what makes moLotus big data analytics and deep customer insights so appealing. The moLotus mobile analytics opens-up several new possibilities for improving customer experience (CX) through data-driven hyper-personalized marketing, reducing churn rate and generating new high margin revenue streams.

3. Monetizing Subscriber Data

This year, there is going to be a massive shift in the telco revenue trends. The customer data monetization activities will take the center stage, leading to better business performance and revenue generation.

The way telcos are leveraging their customer data is experiencing a major change with big telcos possessing a vast array of customer data points. The huge customer data includes data points pertaining to location, buying patterns, behavioral patterns, travel patterns, roaming usage, internet usage, and more.

In the past, many telecom players have used the data points for boosting sales, enhancing customer engagement, fine-tuning marketing strategies, improving customer experience, and optimizing campaign performances. Analysts are of the opinion that a lot more is required to be done with the monetization opportunities offered by big data in 2023.

Advanced big data curating and analytics features of marketing automation platforms like Flink, Hive, Pinot, etc. make data management and analysis easy and simple. Experts, however, suggest that the best way to monetize customer data is to invest in mobile video customer interaction platforms like moLotus. The technology utilizes telco subscriber data to create and deliver automated, customized, personalized, interactive, multimedia campaigns. The campaigns are quick to reach the mobile inbox of the customer without the hassle of application download or purchasing data plans. The moLotus mobile ads reach all mobile devices irrespective of the mobile phone type. The technology uses customer data to maximize top-line and bottom-line revenues. Telcos can easily compile the data in crisp and comprehensive formats to be further used in mobile advertising and process transformation via moLotus, ultimately enhancing business performance.

4. Boosting Customer Communication and Engagement

It is a proven fact that superior customer communication positively impacts business performance, enhancing telco revenue generation. However, many telcos have often failed to attract, interact and engage customers. Experts have deeply researched the matter and concluded that hyper-personalized communication could be the best way to communicate with telco customers who mostly prefer tailored products and services.

In 2023, more and more telcos are sending personalized recommendations and attractive offers to their customers achieving quick response. Top-notch telecom brands are using next generation mobile advertising platforms like moLotus for utilizing their customer data, artificial intelligence (AI), and advanced algorithms to hyper-personalize campaigns.

Telcos, earlier over-dependent on hateful social media, no longer prefer them for customer communication. They have found a superior technology and platform for better brand-customer interaction ensuring superior business performance. moLotus technology makes interaction more intriguing and convenient for telecoms and subscribers. They can easily communicate with telcos about products and services via highly interactive moLotus campaigns, boosting conversions and sales performance. To boost business performance in 2023, telcos are busy creating interactive and profitable campaigns using moLotus. The campaigns offer easy response options such as Web URL Click, SMS, USSD, Call Back, etc.

Visuals and graphics play a crucial role in customer communication. moLotus offers a wide array of rich media formats to telcos including slideshows, video, brochure, greetings, and showcases. Telcos can easily add product images, voice-over, music, etc. creating eye-catching storyboards and high impact mobile videos up to 40 seconds.

5. Enhancing Consumer Revenues

This year telcos are devising new ways to enhance business performance by increasing average revenue per user. ARPU upliftment has been acknowledged as one of the biggest telecom business challenges. Several telecom operators have reported growth in both the number of subscribers and consumer revenues in 2022, but this is difficult to sustain this year, particularly with the market becoming challenging due to macroeconomic pressures.

Experts point out that telecom brands should treat their consumers in a better way by including breakthrough marketing technologies such as moLotus in their marketing mix. The move will engage customers better offering more value, improving every stage of customer lifecycle with rapid ARPU upliftment.

According to recent studies many telcos are heading towards an increase in consumer revenues from two to four percent after adding moLotus to their marketing mix. Using moLotus shadow marketing telcos are executing their existing ad campaigns getting better customer response, revenues and business performance at less cost. The technology is driving more cross-sells, upsells, and add-ons campaigns maximizing customer lifecycle value, increasing ARPU.

6. Boosting Lead generation

For telcos, simply getting traffic on websites or social media pages doesn't add to business performance. Performance-based lead generation is the key step towards better revenue generation and brand performance. In 2023, most telcos have learnt this.

Lead generation has been one of the challenges on which telco leaders are working upon meticulously. They are exploring various digital advertising platforms like moLotus, Marketo, HubSpot, AdRoll, etc. for capturing more leads in order to meet growing sales targets and drive performance. Across the world, moLotus is being perceived as the most cost-effective lead generation platform generating and converting more leads quickly for telcos.

moLotus offers unique lead generation campaigns which prompt customers to instantly share their contact information such as name, address, phone number, email id, and more. The moLotus 40 sec. HQ videos work as excellent lead magnets that help telcos in attracting more leads for their products; also converting them into sales. Unique features like automation, interactivity, hyper-personalization, scalability, customization, integration and more enhance the lead generation capabilities of moLotus.

7. Retaining More Customers

Telecom is a highly competitive business with high customer churn affecting performance. This has prompted telcos to look for different customer retention strategies. Existing customers tend to spend more on products and services offered by their preferred brand than the new customers. Such customers have become brand advocates recommending the preferred telco brand to their acquaintances.

According to research, new customer acquisition can cost up to twenty-five times more than retaining the existing customers in the industry. Telecom Strategists are suggesting telcos to resort to right marketing tools to prevent customer churn.

It’s critical for telcos to implement marketing tools like moLotus for incentivizing and delighting their loyal customers though special offers, vouchers, discounts coupons. Telecoms can run automated and personalized loyalty rewards campaigns via moLotus, preventing churn. The loyalty campaigns are designed for special occasions like birthdays, anniversaries and festivals. Further, they are custom-branded with options for names, greetings, rewards, call-to-actions (CTAs) for individual customers.


The telco market size is expected to expand by the end of this year with the growing emphasis on upgradation and adoption of mobile technologies like moLotus for enhancing telecom business performance. moLotus has opened up new revenue streams for telcos together with innovation, knowledge sharing, cost savings, deep customer insights, real mobile advertising, agility and breakthrough transformation.

Big telcos are already maximizing business revenues by striking win-win partnerships. According to Fortune Business Insights, the global telecom industry is ready to become a dynamic and revenue rich sector this year.

Buana Sari

1 Blog posts