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The Growth in Mobile Operator Apps: The Acceleration of Digital Customer Service through an App strategy

  • ID: 5028722
  • Report
  • May 2020
  • Region: Global
  • 60 Pages
  • Tariff Consultancy


  • A1 (Austria)
  • Digi (Malaysia)
  • Maxis (Malaysia)
  • Sky (UK)
  • Telekom (Germany)
  • Turkcell (Turkey)

About the report

The growth in Mobile operator Apps: The acceleration of digital customer service through an App strategy report - provides a detailed report on the market for Mobile Operator Apps, with case studies of deployments by selected mobile operators around the world. It also considers the deployments of a Mobile operator App as part of a wider digitalization strategy.

The analyst considers the rapid spread of the mobile App by MNOs worldwide. They are introducing Mobile operator Apps as a form of customer care & to allow the user to access additional services.

With the rapid increase in smartphone sales and penetration rates worldwide smartphone Apps have also become ubiquitous. The most popular mobile Apps all remain free to use, although revenues from paid for Apps are also increasing over time.


The growth in Mobile operator Apps: The acceleration of digital customer service through an App strategy report finds that mobile operators all over the world are deploying their own Mobile App for smartphone users - and are offering near real-time information on customer usage and utilisation.


The deployment of a Mobile operator App is being undertaken as part of a digitalization strategy and has enabled providers to reduce distribution, service, and sales costs. It has also paved the way for a radical rationalization of an operator’s retail operations with an operator announcing a 40 percent reduction in the number of stores by 2023 as the Mobile operator App now becomes the main channel for customer interaction.


Mobile operators in developing markets, in particular, have sought to add extra features to their Apps - including loyalty points, gifts, and games in order to increase user stickiness. For example, Telkomsel (Indonesia) has deployed a “gamification” strategy for its MyTelkomsel App. When using MyTelkomsel App the user has the opportunity to participate in a game with a possible reward to be played every day - thus encouraging the user to engage with the MyTelkomsel App on a daily basis. Other Mobile Operator Apps provide bonus amounts for airtime recharges performed within the App. 


Telecomspricing finds that the benefit of deploying a Mobile Operator App can be substantial, including improved customer loyalty and brand approval ratings, as well as reduced costs to the operator. But the implementation of a Mobile operator App has to be performed with care, as a poorly designed App can be a considerable source of user dissatisfaction and can undermine the brand.


To-date the majority of Mobile Operator Apps implemented have been conservative in their intent mainly providing a way for users to check user accounts, bills, invoices, and see near real-time usage. They also allow changes to be made to the user account. Some operators have allowed their Apps to be used to access other accounts including fixed-line, broadband, and TV services, and check their loyalty programmes.


But there remains considerable potential for the Mobile Operator App to be used to upsell additional services and so earn additional revenues and potentially reduce churn through the stickiness of multiple services. To do this well the mobile operator will need to understand their customer preferences through the use of machine learning and Artificial Intelligence (AI).


AI techniques have already been most clearly deployed with the introduction of digital assistants, who have proved to be a convenient and low-cost method of customer care. The challenge for the mobile operator is to extend these techniques to successfully upsell additional services that are relevant to their users and so earn additional revenues rather than reduce an operator’s cost base.

Note: Product cover images may vary from those shown


  • A1 (Austria)
  • Digi (Malaysia)
  • Maxis (Malaysia)
  • Sky (UK)
  • Telekom (Germany)
  • Turkcell (Turkey)

A list of Figures

Introduction & Overview - the importance of having a Mobile operator App strategy

  • The definition of the Mobile operator App
  • The most popular Mobile Apps
  • Mobile Operator App Stores
  • The most popular Mobile operator Apps
  • Uses for the Mobile Operator App
  • What are the advantages of providing a Mobile operator App?
  • The Nine Benefits of introducing a Mobile operator App

Section One - Advantages to the MNO of introducing a Mobile operator App strategy

  • Introduction
  • The cost-benefit advantage of a Mobile operator App
  • Retail case studies – the impact of digitalization
  • The other benefits of a Mobile operator App

Section Two - Advantages to the user of a Mobile operator App

  • Introduction
  • Ease of contact and access to the user of a Mobile operator App
  • The effects of the Covid-19 pandemic on digital services
  • The advantages of an interactive user experience
  • More interactive user experience from the Mobile operator App
  • Extra added value services provided by the Mobile operator App
  • Further Mobile operator App developments that are being planned

Section Three - The use of Mobile operator Apps worldwide

  • Introduction
  • Mobile operator Apps provided in Developing Markets
  • Developing Markets Mobile operator App Summary
  • The Mobile operator Apps provided in Developed Markets
  • Developed Market Mobile operator App Summary

Section Four - Conclusions & the future developments for Mobile operator App

  • Introduction
  • The future development path for Mobile operator Apps
  • Mobile operator Apps and a Mobile operator’s overall digital strategy
  • Conclusion - The growth of Mobile Operator Apps
  • The future developments for Mobile operator Apps

List and Figures:
Figure 1 – A table showing the currency conversion rates used converted into USD $1
Figure 2 – A chart showing the approximate download numbers for the most popular Mobile Apps in millions of users (Apple App Store) 2019
Figure 3 – A table showing the ratings for selected Mobile operator Apps in their segment
Figure 4 – A picture showing the Orange Jordan Tikram points programme
Figure 5 – A picture showing the AIS electronic bill feature on the MyAIS App
Figure 6 – A screenshot showing the True ID App logo
Figure 7 – A chart showing the increase in spending per omnichannel element
Figure 8 – A table showing Vodafone operating cost spending targeting digital projects in Euro
Figure 9 – A table showing selected Mobile operator Apps with the highest approval ratings (ranked out of 5) on the Apple App Store (as of May 2020)
Figure 10 – A chart showing the comparative costs of the Third-party agent, MNO retail store, call centre & Mobile App in USD per transaction
Figure 11 – A picture showing the automated Singtel Unboxed pop-up retail store
Figure 12 – A table showing the Covid-19 impact (in Singapore, Taiwan, Korea, Japan & Hong Kong) on online consumer spend
Figure 13 – A screenshot showing the Telekom MeinMagenta App
Figure 14 – A table showing examples of selected Mobile operator Apps launched worldwide
Figure 15 – A sample of the MySingtel Mobile operator App page
Figure 16 – A table showing the growth in the MySingtel App – in user numbers and as a percentage
Figure 17 – A screenshot showing the Airtel Thanks App
Figure 18 – A picture of the Digi Malaysia Box of Surprises promotion
Figure 19 – A screenshot showing the GlobeOne App
Figure 20 – A screenshot showing the GrameenPhone My GP App
Figure 21 – A screenshot showing the MyJio App
Figure 22 – A screenshot showing the MyKyivstar App
Figure 23 – A screenshot showing the Safaricom Kenya App
Figure 24 – A screenshot showing the Vivo Easy App logo
Figure 25 – A screenshot showing the TrueYou loyalty App
Figure 26 – A screenshot showing the MyVerizon App
Figure 27 – A screenshot showing the MySky App
Figure 28 – A chart showing the increase in digital customer interactions for Orange France (2014 to 2018)
Figure 29 – A chart showing the target for the Orange Net Promoter Score (NPS) from 2015 to 2018
Figure 30 – A table showing the proposed Vodafone Group digitalization strategy from March 2017 to March 2021

Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • A1 (Austria)
  • AIS (Thailand)
  • AT&T (USA)
  • Airtel (India)
  • Digi (Malaysia)
  • Globe (Philippines)
  • Grameenphone (Bangladesh)
  • Jio (India)
  • MTN Group
  • Maxis (Malaysia)
  • Orange Group
  • Safaricom (Kenya)
  • Sky (UK)
  • Sunrise (Switzerland)
  • Swisscom (Switzerland)
  • T-Mobile (USA)
  • Telefonica Group
  • Telekom (Germany)
  • Telekomsel (Indonesia)
  • True ID (Thailand)
  • Turkcell (Turkey)
  • Veon Group
  • Verizon (USA)
  • Vivo (Brazil) and Vodafone Group.
  • Vodacom (South Africa)
Note: Product cover images may vary from those shown

The analyst researches its reports typically within a three-month period. All of its reports are based on primary and secondary research including interviews with relevant companies/operators covered in the report. The analyst also draws on its extensive in-house database and its contacts in the field of telecommunications it has established since the company was launched in 2006.

The analyst has 26-years of experience in the field of telecoms pricing both mobile and fixed. They have a network of consultants as well as a multi-lingual research team, with languages spoken French, German, Polish and Spanish.