193 News Room Titles

Telcos tap WhatsApp to drive subscriber ARPU in emerging markets

Innovations Database
Published: 2012-12-20

Telcos such as DiGi (Malaysia), Mobily (Saudi Arabia) and Reliance (India) launched a WhatsApp add-on package specific for prepaid subscribers. These add-on packages bundle mobile data with unlimited access to WhatsApp for a certain period of time (e.g. subscriptions for 5 days, weekly or monthly subscriptions) without any lock-in period. More than initiating and driving mobile data usage, telcos’ partnership with WhatsApp is expected to drive prepaid ARPU by offering paid add-on packages. This strategy is actually quite popular for telcos in the emerging markets that are dominated by prepaid users, as for instance in Malaysia, Saudi Arabia and India where more than 70% of subscribers in are prepaid.

Published: 2012-12-20

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