Customer case

Writing a position paper about data monetisation

Tue 22 Sep 2015


A telecom operator’s marketing department wanted a formal position paper on the strategy to be implemented in order to monetise data in one of the company’s areas of growth.


Based on a series of interviews with key people, this document determines the strategy for 2015-2016 and where to apply leverage: Marketing, Go-to-Market, Customer Base Management, Engineering (network optimisation and habitual data sources).


This comprehensive framework position paper is now used as a guide by both senior management in the subsidiaries and local operations staff, providing the latter with tangible keys to use in setting up the organisation’s strategic avenues and in designing the offers, the 4G launching methodology, the Customer Base Management campaigns and more.