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The 'Offer-Driven' Operator

Today's mobile services environment is a challenging one. Voice and SMS revenues have shrunk, while data monetization has moved to the forefront -- yet ARPU continues to shrink. To get back on a growth trajectory, mobile operators need to better use what they know about their customers and their behavior online -- and off -- and deliver more targeted, real-time offers pitching everything from core services such as data access and roaming to new over-the-top content and apps. In search of elusive incremental ARPU: Enter the 'offer-driven' operator.