While the use of over-the-top services will continue to rise, mobile operators can reduce the impact of these applications by segmenting the customer base and characterising groups by the outcomes that they value, according to a new study from Analysys Mason. The firm recommend that, rather than demographic profiling, operators can create targeted propositions that deliver on valued outcomes. The firm claims that operators have reacted to the threat from OTT service providers in various ways, but with little success. The typical approach to building competitive OTT services by developing and testing internally within an operators enjoys a success rate of just 17 per cent, according to the firm, about the same as rolling a die. Article
