Written by Mongchee Chang, Marketing Director, DIAGNAL

In today’s competitive telecommunication landscape, operators are constantly searching for innovative ways to differentiate and stand out in the marketplace. Amidst this quest to attract and retain customers, and to increase revenue, the concept of telco super aggregation has emerged as a compelling strategy. Telco super aggregation involves bundling various third party entertainment, gaming, fitness, music and lifestyle services in one single place, offering consumers a unified platform to access and manage their digital subscriptions easily and seamlessly.

The value of the global digital subscriptions market (including video streaming and digital music) was US$331 billion in 2023, up by 20% year on year and expected to be worth $599 billion by 2026, according to Juniper Research. As consumers grapple with the complexities of managing and paying for multiple digital services today, the idea of a single interface to streamline that experience is an attractive proposition. Coupled with potential cost savings from combining all digital subscriptions with one provider, consumers might well be tempted to make that move. For telcos, embracing super aggregation not only enhances customer offering and loyalty but also opens up potential new revenue streams.

Big tech companies like Amazon and Google have been trying to own the consumer relationships over the years, posing a serious threat to local service providers. However, telcos have long standing relationships with their customers, and a deep understanding of local needs. They are well positioned to be the single service provider for their market and keep those customer relationships, if they get their strategy right.

Launching an aggregation service is a complex project, and takes proper planning for it to be successful. In this blog, we delve into the key considerations for a telco before embarking on the journey of becoming a super aggregator.

Scope of Service and Target Audience
The first crucial decision revolves around defining the scope of the aggregation service, the platforms, and the target audience.

Telco aggregation can range from pure billing aggregation to more comprehensive service, billing and experience integration and aggregation. Billing aggregation offers one place and bill for the payment of third party digital services, while service aggregation offers the consumer a digital or TV device app as the single platform and interface to access multiple digital services. Experience integration is when additional features like discovery, search and recommendations work across all digital services, aggregated through a single app. For example, a full experience integration will allow a viewer to search for horror movies across all their entertainment subscriptions.

The next product decision is the device platforms through which these services will be offered – be it mobile apps, set top boxes, TV device apps, or the web. Launching these platforms in phased approaches can mitigate risks for telcos without existing digital apps.

Choosing the target audience is equally pivotal. Will the service be bundled with a broadband or mobile phone subscription, or offered as a standalone option?

This will impact the number of potential subscribers and the stickiness of the service over time. Tailoring the offering to specific customer segments can enhance its appeal and drive long-term engagement.

Value proposition, Messaging and Marketing

Crafting and communicating a strong value proposition to the target audience is paramount to the success of any service. Telco providers must articulate the benefits of their aggregation service, which can include:

Convenience – Having one place to manage all apps and bills, without the need for multiple log-ins

Enhanced experience – Wider selection of entertainment options available in one place, single interface and personalised user experience

Savings – Enjoy bundling discounts by consolidating all services in one bill

It is equally important to address any limitations upfront to manage customer expectations. For example, annual subscription plans may not be available, or a consumer has to take on a new subscription instead of linking their existing subscriptions.

When preparing for launch, effective marketing and messaging can amplify the appeal of the aggregation service. Promotional offers, such as a one month of entertainment service free or bundling discounts, can entice customers to sign up.

Technology Partners

As with any new service or product, choosing the right technology partners can have a major impact on the success of the service. Telcos should conduct thorough evaluations of potential partners, assessing their expertise, experience, solution offerings, scalability and flexibility as well as operations and support services. It is highly likely that multiple technology solutions and partners will be involved, from aggregation solutions, payment solutions, app development to operations and support functions.

Summary

Launching a telco super aggregation service is undoubtedly a complex endeavor, but it can be rewarding and successful. Whether it is increasing sign-ups, boosting average revenue per user, or enhancing engagement and retention rates, telcos can define their goals and work towards them. With a compelling value proposition, robust marketing and communications plan and strong technology partners, the service can bring success through new subscribers, better retention rates for existing customers, and revenue growth over time.

In doing so, a telco has the opportunity to lead the innovation in this space and establish itself as a market leader in an increasingly competitive ecosystem.