Abstract
A remarkable growth has been illustrated by the Indian telecom industry. In terms of wireless customers, internet users and data
consumption, the mobile communications sector has been at the forefront of this movement that will help India to be one of the
biggest markets in the world. Social media witnessed a similar evolution, that become a worldwide phenomenon by transcending
regional borders. Nearly 73% of total web users use social networking sites in one way or the other. In North & South America,
Western Europe, and Oceania, the number of social media users is humongous. The research “Consumer behavior towards
mobile social media and OTTs from data monetization and customer engagement perspective” summarizes the findings of a pan-
India study conducted with the main objective of researching customers’ behavior, expectations and key facilitators (Technology,
Operation, Computer, etc.) that would then assist Indian mobile network operators (MNOs) to direct their strategy to monetize
their data. It tracks user behavior towards social media platforms and offers perspectives from the marketing and customer care
perspective on popular social networking, mobile phone items, devices, the effect of social networking/OTT platforms on the voice
and messaging systems of the network, as well as the effect of customer interaction on social media.
Keywords: Digital Telco, OTT, Data Monetization, Data Monetization Strategies, Digital Business, Mobile Network Operator, Top OTTs, Top Social Media
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