Mobile Operator Paradox: Unique assets for consumer engagement - fail to use them

Superapps or Simple Apps? Why Mobile Operators Must Rethink Their Strategy

In the telecom industry, the term "superapp" has become a buzzword - just like 3G used to be - representing ambition, scale, and, in many cases, frustration. While many operators are pouring resources into building either monolithic superapps with a mind-boggling range of features or set of superapp families, the outcomes often fall short of expectations.

The reality is sobering: only 6–7% of users who downloaded operator apps actively engage with these apps monthly. And minority of users download (operator) apps. Operators are sitting on a goldmine of digital assets—SIM cards, SMS capabilities, user data, data connectivity, web sites—but they’ve struggled to leverage these tools effectively. The result? Missed opportunities, underwhelming user experiences, and a digital strategy that barely scratches the surface.

But what if we told you there’s a way to turn this around? To unlock the true potential of your digital assets and transform connectivity from a utility into a marketing powerhouse?

The Operator Dilemma: Underutilised Assets

Operators have enviable assets at their disposal:

• SMS channels with unmatched reach and zero cost
• Web sites and domains that attract millions of visits
• Network data that provides insights into user behaviours
• Connectivity enabling all modern digital experiences for end users
• An existing app (ecosystem) that could work far harder to get-keep-monetise users

Yet, these assets often go untapped or are used in isolation, missing the bigger picture: how to deliver continuous user delight, drive frequent interactions, and create habits that reduce churn and increase revenue.

The problem? Operators tend to protect their existing apps and digital ecosystems instead of opening them up to embrace a more agile, integrated approach. The result is fragmented efforts that fail to deliver the seamless, engaging experiences users expect.

Our Vision: Simply Connect and Supercharge

At our startup, we believe in embracing operator assets fully to maximise their value. Our solution sells and markets unlimited mobile data from minutes to hours, days and months. But it does more than that, it supercharges the operator digital assets and opens sales and marketing to the world.

This complementary app solution integrates seamlessly with existing ecosystems and superapps, transforming how operators connect with their users.

Here’s how we do it:

1. Enable Instant Web Purchases‍

With a fully optimised web app, users can instantly purchase data plans directly from the operator’s web site. This taps into the traffic from millions of website visitors and ensures every interaction has the potential to convert.

2. Open to Search

Our solution ensures that operators’ data plans and offers appear at the top of search results. When users search for “best data plans” or “connectivity deals,” they’ll find an operator’s app or offers in just three taps. Sponsored listings? Covered. SEO? Optimised.

3. Elevate Apps Through Social Media

Operators can showcase their data plans and offers directly on social platforms like Facebook, Instagram, and beyond. This makes their offers discoverable where users already spend their time, driving app downloads and engagement. Instead of promoting an app, we promote content: connectivity. And we bring the price and discount to the users face where they hang out.

4. Seamless Deep Linking

Like the best apps from Google or Meta, our app uses deep linking to integrate with existing operator apps and web. This allows users to move fluidly between apps, accessing specific features or offers without friction. It creates an ecosystem that feels connected and cohesive, boosting user engagement across all touchpoints.

5. Clarify and Streamline the App Family

By complementing existing apps with clear, focused solutions, we help operators present a unified app family that users can easily navigate. Whether it’s self-care, sales, or entertainment, each app serves its purpose without overwhelming the user.

6. Flexible Co-Existence

Besides deep linking our solution works harmoniously with existing operator apps. Need to have it embedded? No problem. Need to embed your app? No problem. Need to be part of a super app family? Sure. It’s tuned to deliver the maximum impact for operators while ensuring freedom of choice, simplicity and delight for end users.

7. Turn SMS Into a Powerhouse to turn users to apps

Operators already have the ability to send free SMSs. By leveraging this channel, we can drive tens of percentages of users to existing and new apps with targeted welcome offers, happy hours, and retention offers or rewards. SMS becomes the bridge between assets, turning dormant users into active participants, and loyal users into brand advocates.

8. Simplify and monetise connectivity

Connectivity is the backbone of every digital interaction, from AI to social apps. We make it simple for users to purchase and use data instantly with complete transparency. By enabling real-time offer generation and driving frequent use, we help operators monetise connectivity at an entirely new scale, boosting both revenues and user satisfaction.

The Results: More Value, Less Cost

By leveraging operator-owned assets—SMS, websites, apps, and digital media—our approach delivers unparalleled benefits:

• More apps: more impressions, more clicks, more value
• Clarity to app UX, higher user satisfaction
• Higher user engagement, turning one-time users into loyal customers
• Minimal marketing spend, as the strategy utilises existing assets to the maximum
• High Marketing ROI, where the cost of user acquisition drops to near-zero, and revenues soar.

Operators can now launch new data plans and offers, or drive engagement, flexibility and quickly without marketing budgets or technological development. With our solution, every digital asset becomes a tool for growth, and every user interaction becomes an opportunity for delight.

A Call to Action: Revolutionise Your Digital Strategy

It’s time to rethink the traditional operator approach to apps and digital media. Instead of building standalone silos or monolithic superapps, why not embrace your assets, supercharge your ecosystem, and simply connect with users in ways they never imagined?

Let’s move beyond utility. Let’s create habits, drive engagement, and deliver value every single day. Your data plans and apps deserve better. Your users deserve better. And we’re here to make it happen.

Are you ready to unlock the full potential of your digital assets? Let’s talk.

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