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.