Unplug your thinking around mobile broadband
Mobile broadband is nothing new. But neither are mobile broadband business logics. It’s time to rethink these models, unplugging mobile broadband from the past and taking it into the future.
As mobile broadband technology celebrates its 20th anniversary early next year, it’s important to look at its future, and not just its past. And on the road to the Networked Society, mobile broadband business models deserve to be looked at in a new way.
"Mobile broadband is a reality, but we are still in the beginning stages from a business logics perspective," says Yigit Kulabas, Head of Tactical Marketing at Ericsson. "The mobile broadband business should be supported by new ideas. There is huge potential in the idea of unplugging mobile broadband from the business models used in the past."
Many operators have business models based on the voice business. These mobile broadband and data campaigns are usually based on a triangle concept that brings together time, gigabytes and price – and new ways of thinking can bring new benefits including market penetration, churn reduction and ARPU increase.
"Unplugging mobile broadband doesn’t mean cutting the cord," Kulabas says. "We’re talking about unplugging your business, your mind, your potential, your assets."
Ericsson Unplug logics are new business ideas that draw inspiration from best practices used by other industries, such as the incentivist logic used by the airline industry.
"Why not use the power of people for mobile broadband in the same way airlines use it?" Kulabas says. "Why not create an incentive scheme for users based on parameters that drive value like smart usage, loyalty over time, peer-to-peer recruiting? The same story can be found in other industries as well such as financial services, hotels, department stores and even gaming."
Incentivist logic is the first Ericsson Unplug logic to be released, and will be followed by other types in the coming weeks.
As mobile broadband technology celebrates its 20th anniversary early next year, it’s important to look at its future, and not just its past. And on the road to the Networked Society, mobile broadband business models deserve to be looked at in a new way.
"Mobile broadband is a reality, but we are still in the beginning stages from a business logics perspective," says Yigit Kulabas, Head of Tactical Marketing at Ericsson. "The mobile broadband business should be supported by new ideas. There is huge potential in the idea of unplugging mobile broadband from the business models used in the past."
Many operators have business models based on the voice business. These mobile broadband and data campaigns are usually based on a triangle concept that brings together time, gigabytes and price – and new ways of thinking can bring new benefits including market penetration, churn reduction and ARPU increase.
"Unplugging mobile broadband doesn’t mean cutting the cord," Kulabas says. "We’re talking about unplugging your business, your mind, your potential, your assets."
Ericsson Unplug logics are new business ideas that draw inspiration from best practices used by other industries, such as the incentivist logic used by the airline industry.
"Why not use the power of people for mobile broadband in the same way airlines use it?" Kulabas says. "Why not create an incentive scheme for users based on parameters that drive value like smart usage, loyalty over time, peer-to-peer recruiting? The same story can be found in other industries as well such as financial services, hotels, department stores and even gaming."
Incentivist logic is the first Ericsson Unplug logic to be released, and will be followed by other types in the coming weeks.
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