Operators need to be more innovative in the way they sell content in a bid to compete with Google and Apple, according to new figures.
Research company nToklo has revealed that 81% of telecoms professionals believe that without innovation, operators face a loss in revenues. Meanwhile, 76% agree that Apple and Google are eroding operator brand equity.
Gareth Meen, nToklo's CEO, said: ‘Apps and other mobile content present a major opportunity and therefore operators must have a content strategy if they are to have any hope to regain revenue. We believe it is time for operators to fight back and regain some of this customer loyalty, which will be critical in driving their business forward.
‘The explosion of smartphones and now tablet devices has resulted in apps becoming one of the major business areas in the mobile telecoms market. Apple has passed the 10 billion App Store download mark and operators need to catch up.’
The growth in app and app stores combined with the rise of social media and m-commerce has offered operators opportunities to expand their existing user base.
Mee added: ‘The consumers desire to share apps with friends has really driven the popularity of smartphones, and facilitating this is where operators can look to gain some ground back by offering a more extensive social experience.’