5G hasn’t been the reliable consumer revenue generator mobile hoped it’d be and competition to keep subscribers remains fierce. This has led most operators to explore loyalty plays that often include bundling of third-party digital services.
Basically, “We value you as a customer, here’s a premium service on us.”
The strategy makes sense but the executions can get clumsy.
Often, consumers have to jump through a series of hoops to sign up for the service. They need to use proprietary portals, promo codes and create new accounts. That’s if they bother trying at all. For many, if it’s not dead simple, they won’t take advantage of the offer.