The Telecom industry is at a major cusp of change with telcos making unlimited offerings. In a bid to woo the customer, operators are aggressively pushing attractive data benefits coupled with, needless to say, unlimited voice and SMS!
This is a major leap towards customer retention and bringing in temporary customer delight. However, let us address the elephant in the room, is this sustainable? For how long will the customer be hooked to these baits?
The mobile device has become the most powerful channel for persuasion. Out of all the recent technological advancements, this is one device that has changed the way we live, communicate, buy, read, search, transact and work. Until the start of this decade, mobile was an instrument designed to talk to other people and any other activity that one could do on mobile was incidental. However, with the kind of advancements we have seen in mobile computing, we have perhaps reached a stage today wherein, the amount of time one uses the mobile to talk versus the amount of time that is spent on other activities is extremely skewed.