Introduction

Mobile operators, throughout the world, are facing increasing investor pressure to drive data revenue, generate more acquisitions and to recover all the cost from systems infrastructure development and procurement.

With targets of 30% of the mobile operators’ revenue coming from data usage, most operators are forced to keep up with the global technological changes to cater for the consumers.

Investor pressure is caused mainly by the return on investments demand and the global increase of high-end phones, with their growing advanced features and the technological developments. Mobile operators are also facing challenges in regards to brand positioning of their network in the mobile market space. 

“Currently, a mobile phone is not exclusively for talking but it is about having a portable communication platform. This allows the user to do anything he/she normally would do at the office and at home at any time and from any location. Similarly, a mobile network is not only about voice traffic, it is about providing the consumer with a mobility function including the checking of e-mails, the latest news or just playing a game,” says Starfish Mobile International Chairman, Per Ostberg.

All the various consumer requirements results in a frantic search for the next exceptional application which usually results in the purchasing of a new system (which then forces an additional revenue requirement) or partner with a supplier to provide the needed technology.  The new technology or feature will usually not have enough users initially to generate the usage volumes needed to pay for the investment, says Ostberg.

Content Strategy Value

Starfish Mobile has developed a content strategy that allows mobile operators to drive the quantity of users on their networks and to achieve sustainable usage of their latest high tech products.

The content strategy will enable the mobile operators to achieve a balance between the volume of usage, which in turn will generate more revenue and higher margins, and the high end content functionality, to support branding and tech savvy users.

Starfish Mobile has developed a content strategy that allows mobile operators to drive the quantity of users on their networks and to achieve sustainable usage of their latest high tech products. The content strategy will enable the mobile operators to achieve a balance between the volume of usage, which in turn will generate more revenue and higher margins, and the high end content functionality, to support branding and tech savvy users.

"The Starfish Mobile Content Strategy is based on identifying WHO wants WHAT type of content, WHEN they want it, HOW OFTEN they want it and then successfully and seamlessly DELIVER the required content to the consumer. This will eventually create Content Communities - a new way of classifying and segmenting the Mobile Operator’s subscriber base,” says Ostberg.





Ostberg explains that each Content Community will have different kinds of users with different requirements and different technological and financial capabilities and the aim is to provide each and every user with tailor-made offerings that fits them. Furthermore, each Content Community covers several subcategories of content types; to ensure that each user can find something that fits their interests and requirements.

Most mobile operators perceive their consumers as either Post-paid or Pre-paid users and Corporate or Private. A further split happens into Living Standards Measurements (LSMs), Average Revenue per User (ARPU) levels, geographical location, General Packet Radio Service (GRPS) users, 3G users and several other technical ways of “understanding” the consumer. “The only problem is that these ways of classifying the consumers does not indicate what interests the users have and will not give a clear indication of what kind of data services the consumer is actually interested in and can be persuaded to consume. Creating Content Communities on the other hand does exactly that!” says Ostberg.

Key Success Factor!

Implementations