Value-Added Services--Free or For Fee--Boost Retention, Data Consumption, Perceived Value of Mobile Services

Value-added services--provided at no incremental cost as part of a mobile subscription--possibly can increase retention by about 11 percent, boost customer perception of network quality by about 55 percent, and boost data consumption by about a gigabyte each month.

In mature markets, offers are focused around video and music streaming services, primarily as a way of affecting customer perceptions of network quality or value.

That is one example of the way access providers partner with app providers to provide services that are seen to boost perceived value.

Another important strategy involves creating and selling for-fee services, which might range from branded video or audio streaming to connected car services, home security and eventually, other Internet of Things or machine-to-machine (industrial Internet of Things) services.

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