Back to How We Help ClientsNischay SuriNischay Suri
Impact Story

A brand, business, and a telecom digital attacker

A regional mobile operator wanted to address the segment of digital natives and its existing brand image was limiting its possibility to explore this opportunity.

Legacy systems, heavy dependency on external vendors and manual processes were limiting its options for experimentation.

This led our client and us to co-create a new ‘digital only’ brand, that would operate as a startup and own its destiny by building an independent IT stack and a new operating model.

Our client asked us to do just that—transform the way consumers perceive and interact with their mobile operator. Together, we built a new fully digital operator and organization from the ground up, including end-to-end IT stack and customer-centric design, on-boarded a network of partners, hired local talent, and built capabilities to make the new business a success.

The challenge: disrupting a mature market in telecoms is hard. Users are reluctant to change their operators and embrace a new brand.

The journey: 9 months to build and launch a new brand

  • founded the new digital operator business, staffed with an interim McKinsey team
  • transformed the complex business processes into lean customer experiences with the help of design thinking and maximum use of automation
  • built digital channels and end-to-end IT stack leveraging maximum use of opensource technology
  • enabled agile marketing campaigns and new brand identity to drive the first fully digital operator in the market
  • helped to hire and train the best of local talent in design, marketing, product, partnerships, and technologists into the team, drawing from the leading companies in the market
  • built an ecosystem of partners, including design agencies, commercial partners, technology providers to sustain the new business
  • launched and operated the new brand with the client for the first few months to achieve product-market fit, operational stability and capability build-up

Impact after 9 months


customer interactions

through digital channels


top local specialists

hired and on-boarded forming a fully independent agile unit


lower costs

for sales, operations, and customer care


fully operational digital business

ready to disrupt the local market

Capability spotlight


We partner with established organizations to build and scale innovative new businesses—fast. Businesses that capitalize on what you do best, but with the tools and capabilities to survive and thrive on their own. Businesses that have the potential to transform your entire organization, and to carry on generating game-changing ideas for the long term.

Examples of our work

How a steel plant in India tapped the value of data