Mobile operators see a huge gap between themselves and large internet players like Google, Amazon, Facebook and Apple, in their capabilities to monetize their customer insights.
Research conducted by Analysys Mason for AsiaInfo, which covered 50 operator respondents drawn from across the world, shows that two-thirds placed high importance on personalized, contextual marketing based on customer insights.
However, almost as many — 62% — felt that they were currently at least two years behind internet players.
Among European operators, nearly 60% also saw regulation as the main barrier to their ability to compete successfully.
“This survey has laid bare the chasm that exists between the operators’ new business ambitions and their readiness to compete,” said Justin van der Lande, who led the research for Analysys Mason.
“Operators want to make the most of the abundant customer data they have, but in technical terms they still have a long way to go.”
Based on the analysis, operators were categorized into four distinct groups. First, the transformers or those displaying both the vision and developing the IT tools required to create new business models based on their customer insights.
Second, the head-downers or those who have the tools but are focusing their capabilities on maximizing their existing business, rather than applying them to new business models.
Third, the worriers or those with the vision but without the tools and data. And fourth, the unbelievers or those lacking both the vision and the required tools.