Comviva NewsLetter The Futurist - September Edition, 2019 | Page 15

15
DIGITAL DISRUPTION
SEPTEMBER 2019
B E YO N D
DATA
MONETIZATION
The Telco at the Centre
of a Digital Consumer Ecosystem
Telcos have long attempted to monetize their access to
subscribers and their data about these subscribers, with a
mixed record of success. These attempts have manifested
as simple targeted SMS campaigns for everything ranging
from real estate to diapers, as well as more sophisticated
location-based campaigns and bundled offers (e.g., free
video subscription for all subscribers that meet a certain
criterion). Over the years, these efforts have led to low
single digit percent contributions to revenue.