“If you build it, he will come.” This famous (and often misquoted) line from Field of Dreams may have inspired countless dreamers but in the business world, it has led to more than a few disasters.
While it makes for a great movie moment, it’s terrible advice for launching a successful telco venture. Too often, we see ambitious new telco players swing for the fences, hoping to hit a home run.
Yet without a ready and engaged customer base, they face a long, expensive path to commercial success.
This is why some of the most successful MVNOs globally are branded mobile offerings tied to brands with existing & loyal customers. They don’t just sell connectivity, they create meaningful, ongoing relationships with their users.
Not just a product but a pillar of your strategy
Let’s take telco beyond the transactional and reimagine it not as just another product on the shelf but as a strategic tool for deepening customer connections.
Branded mobile services, when integrated into loyalty programs, have the potential to turn everyday mobile interactions into opportunities for engagement and value creation.
Loyalty today isn’t just about points and discounts. Consumers, especially younger demographics want brands that resonate emotionally and offer practical rewards.
Branded mobile is the perfect solution, seamlessly integrating into daily life while delivering ongoing value. With every call or message, branded mobile keeps your brand visible, turning routine interactions into lasting loyalty.
You want your customers to see their mobile plan not as a cost, but as an extension of their relationship with your brand. Every call, text or scroll becomes a reminder of the value you provide, not just in connectivity, but in their lives.
Why branded mobile works and keeps customers coming back
The Australian Loyalty Association Annual Insights Report reveals that value, tangible rewards, and ease of use are the top priorities for customers.
Branded mobile delivers on all three. Linking rewards directly to essential services like mobile plans meets practical needs while addressing cost-of-living concerns.
Recent research from Pureprofile and Retail Doctor Group found that 95% of Australians are members of at least one loyalty program with participation rising by 18% in the past year.
Customers are increasingly engaging with programs that provide real value, making branded mobile an ideal addition to any loyalty toolkit.
Programs that integrate mobile benefits, such as discounts tied to spending, directly address these customer priorities. For instance, a branded mobile offering that lowers phone bills as customers spend more reinforces value while fostering ongoing engagement.
Gen Z we should be paying particular attention to, they expect personalised, relevant loyalty experiences. This cohort values communication through their preferred channels which is increasingly SMS and via gamified rewards.
Branded mobile plans can cater to these expectations, offering SMS touchpoints and innovative features to keep them engaged.
A Vision for Telco’s Future
Branded mobile isn’t just a way to connect people, it’s a way to connect with people. It offers brands a platform for constant, meaningful interactions that build trust and loyalty over time. By shifting telco from a transactional service to a relationship-building tool, we can create a future where connectivity is at the heart of every great customer experience.
So, let’s move beyond the myths of Field of Dreams. Instead of just building it and hoping they’ll come, let’s design telco experiences that are a fundamental pillar of loyalty programs with offerings that are so compelling that customers wouldn’t dream of going anywhere else.
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