The Smart Innovation Weekly report offers a round-up of the most interesting initiatives from European service providers, providing a running commentary on new propositions which create differentiation, a new competitive coordinate, or a solid OTT competitive response within the ‘smart device’ segment.
Since its launch in June, this report series has covered 125 new services, apps, bundles, marketing campaigns and support initiatives, categorized within the following ten sub-segments: ‘Operator Apps,’ ‘New Ways with WiFi,’ ‘Smart Support,’ ‘Smart Bundles,’ ‘First-time Smartphone User Offensive/Prepaid Offensive,’ ‘Multi-Screen Innovation,’ ‘Mobile Advertising/Marketing,’ ‘Operator-branded Devices,’ ‘Mobile Payments’ and ‘Smart Partnerships.’
In terms of sheer volume, the Vodafone Group was responsible for the most services from any one European operator covered within the report series, with Orange and Telefonica neck-and-neck in terms of covered innovations. Despite a more limited geographical footprint in Europe, 3 Group proved to be a disruptive force, almost equalling Orange and Telefonica in terms of the number of new ‘smart innovations’ brought to market in H2 2011, with Deutsche Telekom quite some way behind its European Tier 1 peers. However, in terms of ratings, new services and initiatives from Telefonica and Orange were awarded the highest ratings for ‘Innovation’ and ‘Market Impact. This advisory report provides a retrospect of this 2011 innovation.
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