Mobile Consumer February 28, 2022Would you buy mobile service from FUNK, or yallo swype? Many people say yes. As telecoms types gather at Mobile World Congress 2022, new digital brands are sure to be a topic of discussion. Frustrated by slow growth in their traditional brands, some operators have launched new digital attackers, which are proving successful. Within four quarters from launch, the typical digital attacker has contributed close to 25 percent of overall gross additional subscribers (gross adds) to the incumbent operator, at lower cost. We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com To read the article, see “A battle plan for telcos’ digital-attacker brands,” March 5, 2021.