New research published by the CMO Council suggests that African telcos may be well positioned to reap the benefits of a range of new revenue opportunities, thanks to advances in data analytics technology.
MNOs in Africa now have a huge opportunity to unearth device user insights and deliver innovative data services that can advance socio-economic value, democratic participation, and entrepreneurial vitality among a vast population of one billion consumers in the region, the CMO Council said in its report.
“Africa as a whole is rising,” said Mmathebe Zvobwo, executive of enterprise and supplier development at TelkomSA.
“But you must also have an innovation that somehow solves a common, or pervasive problem in all 54 distinctly different countries,” he added.
As the average revenue per user (ARPU) for basic telecoms services continues to fall, telcos are looking at strategies to boost their incomes in order to support their network expansion plans.
“Over half of telco marketing executives in Africa believe that real-time customer and operational data are essential to boosting performance through personalization.
“This is a key finding in a new Chief Marketing Officer (CMO) Council report, in partnership with Huawei, entitled “Exploring Mobile Ingenuity in Africa’s Dynamic Community.” The report looks at how communications service providers (CSPs) are poised to leverage the wealth of mobile consumer data in their possession. Since Africans are some of the heaviest mobile users in the world, telco subscriber data has the unique ability to portray a person’s digital life, both personal and at work,” a spokesman for the CMO Council said.