Digital attackers bring it on

Would 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.

Digital attackers have proven to be more cost-efficient in customer acquisition than their parent companies.

To read the article, see “A battle plan for telcos’ digital-attacker brands,” March 5, 2021.