Telco leaders have been scratching their heads about how to monetize their 5G network. One of the world’s top think tanks, McKinsey & Company, has opinions on this topic—and research to back them up. 

For this episode, I’m joined by McKinsey Partner Ferry Grijpink, founder of the McKinsey Center for Advanced Connectivity. He’s got great insights into how data analytics can help telcos personalize the subscriber experience and boost ARPU. Listen now to hear our conversation about:

• What McKinsey’s research reveals about monetizing 5G investments [03:19];
• Why telcos need to un-commoditize their products [04:36];
• How delivering more personalized offers can boost ARPU [09:30]; and
• Why the public cloud, AI, and ML are critical to achieving ARPU growth [16:19].

Links and Resources

• Check out these resources from McKinsey & Company:
  • The value of getting personalization right—or wrong—is multiplying
  • How AI is helping revolutionize telco service operations
  • Unlocking the value of 5G in the B2C marketplace
• Find out how the Economic Times looks at personalization in this article: Which way 5G wind blows; significant shift in how telco operators engage with customers
• Read this piece from Light Reading’s Mike Dano, Could 6G mark a return to usage-based pricing?
• Telcos are starting to play with personalization. Read this article on Vodafone and Deutsche Telekom’s early experiments on combining their data with personalizing the experience.
• I owe Ferry dinner BIG TIME, and he can name the place and time whenever he wants to! That’s because I disrupted his talk at MWC22 with my talk, The Public Cloud is NOW (oh, the irony!). Check out those drums at the beginning!
• If I took Ferry to dinner in Austin, we’d head to my favorite restaurant, Uchi. I know - sushi? In Texas? But it brings in fish daily from Toyosu, Japan, and it might be the best sushi restaurant in the United States. It’s better than Nobu!

Wanna talk public cloud? Telco execs set up a meeting with our team to learn how to tap the immense business value it can bring.

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The Telco in 20 podcast won a 2022 Gold Hermes Award and was recognized on Forrester’s 2021 list of the Top 100 Channel Podcasts and Feedspot’s Top 10 Telecom Podcasts list. If you enjoy the podcast, would you leave us a short review? It takes you seconds to do in your app and it really makes a difference in helping to convince hard-to-get guests. And I love reading your feedback and reviews!

About Ferry Grijpink

Ferry leads the McKinsey Center for Advanced Connectivity within McKinsey & Company’s Technology, Media & Telecommunications Practice, and advises telecommunications companies on strategy, marketing, and operations, including mobile operators that are launching adjacent businesses in areas such as mobile health and money services. He also co-leads McKinsey’s research on deploying and commercializing next-generation infrastructures, such as fiber, mobile broadband, and 5G networks. 

Podcast Credits

• Executive Producer and Host: Danielle Royston, TelcoDR
• Senior Producer: Lindsay Grubb, TillCo Media
• Editor/Marketing: Alisa Jenkins, Springboard Marketing
• Editing: Andrew Condell
• Music: Dyami Wilson

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