Telco marketers striking deals with OTT providers
Over-the-top players are increasingly being courted for partnerships and revenue-sharing opportunities by fixed and mobile operators, claims a new report from the Chief Marketing Officer (CMO) Council. 44 per cent of telco marketers confirmed they are actively exploring deals with OTT service providers. 31 per cent are identifying potential revenue streams from new products or services that can be offered to OTT players, including subscriber analytics and behavioural insights.
A year ago, the CMO Council found that 88 per cent of telco executives surveyed considered OTT innovators as competitors, and only 6 per cent were actively forging partnerships. “This shift tracks with marketing’s role of leading the charge for new market and revenue opportunities,” said Liz Miller, VP of programmes for the CMO Council.
FierceWirelessEurope: Study: OTT is an opportunity as operators look to boost revenues through alliances; TelecomTV content partner.