Operators needs to focus on the needs of customers rather than trying to differentiate themselves, the Head of Marketing at Telefónica Digital UK has said.
Katie Hollier made the remarks at European Communications’ recent OTT/Digital Content seminar in London.
The seminar featured headline findings from European Communications’ latest research into the OTT/Digital Content space, which found that operators think differentiation is both the biggest driver for providing such services and the biggest challenge.
But Hollier said: “Differentiation is not the overarching reason why customers choose a mobile operator.”
As rivals, notably Vodafone and BT/EE, roll out converged services, and Telefónica's O2 refocuses following the failure of its merger with Three, the exec remains upbeat about her company’s prospects as a mobile-only player.
“There’s everything to play for,” Hollier said. “We have 4G now, we have 5G coming, and it’s going to be a very interesting period as a mobile-first player.”
In her presentation, Hollier also discussed the “healthy tension” between O2 and digital players, and revealed that the operator “takes our customers' lead” when it comes to deciding what services to offer them.
She said: “We can’t look at how we monetise this, at what is right within a mobile operator context – we have to look at what is right from the customer perspective.”
Further, Hollier outlined Rally Cry, an internal O2 employee programme that offers bonuses if targets, such as getting 10 million customers to use digital products – which include the operator’s Wi-Fi calling app – are hit.