Content Key in Battling Google, Apple

Operators face a rough 2011 if they dont have a good content strategy, according to a new survey from nToklo. The company says failing to plan will enable brands like Google and Apple to monopolize customer spending.

The research reveals that 81 percent of telecom professionals believe that without innovation, operators face a loss in revenues. Seventy-six percent agree that Apple and Google are eroding operator brand equity, identifying a clear need to look at new and innovative services in order for the operators to continue to compete.

Apps and other mobile content present a major opportunity and therefore operators must have a content strategy if they are to have any hope to regain revenue. We believe it is time for operators to fight back and regain some of this customer loyalty, which will be critical in driving their business forward,” said Gareth Mee, CEO, nToklo. The explosion of smartphones and now tablet devices has resulted in apps becoming one of the major business areas in the mobile telecoms market. As reported earlier this year, Apple has passed the 10 billion App Store download mark and operators need to catch up.”

More than half of respondents (59 percent) believe smartphones generate extra revenue opportunities and 45 percent believe that content and apps are the biggest revenue opportunities for operators today. Twenty-eight percent believe other valued added services are the biggest revenue opportunities, followed by additional data packages (27 percent). 

The survey was done at Mobile World Congress 2011 and included interviews with 71 telecom professionals.

nToklo is a provider of social discovery, integration and recommendations tools.

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