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Beyond connectivity: the diversification playbook
Saturated markets and price pressure are weakening the economics of traditional connectivity, while more digital value moves to other players. The opportunity spans marketplaces, ecosystems, content, enterprise technology services, data, vertical solutions and AI. The leadership challenge is to focus on the areas where existing assets and customer trust create a credible advantage, then scale them with commercial discipline.
Concentrate investment where market demand, operator advantage and delivery readiness intersect, then scale only when customer adoption and economics support the next move.
Compare market potential with the operator’s assets, customer position, regulatory context and right to win before committing capital.
Combine network reach, identity, data, infrastructure and trusted relationships with partner capabilities to create propositions that are harder to copy.
Test demand, economics and operating requirements before scaling, with clear gates for adoption, margin and value creation.
Align the portfolio, partner model, technology stack, channels, skills and incentives so new services can move from launch to repeatable revenue.
How NTT DATA helps
Size the opportunity, assess the competitive landscape and shape the business case, proposition, pricing, channels and go-to-market model.
Combine operator assets with selected partner services and vertical propositions, then enable sales teams to sell outcomes rather than connectivity alone.
Design data products, API models and services built on private networks and other existing capabilities, with governance and customer value designed in.
Use labs, rapid prototyping and strategic partnerships to test new propositions before committing to scale.
Modernize portals, CRM and CPQ processes; prepare direct and indirect channels; and develop the consultative skills needed for a broader portfolio.
Historical market benchmarks show how focused portfolios can turn adjacent services into a meaningful share of the business.
Read as directional evidence, these benchmarks illustrate how adjacent services can become a material revenue engine when they are managed as a focused portfolio and given time to scale.
Its consumer services ecosystem generated $7 billion in 2022, representing approximately 17-18% of total revenue.
One generated $15.6 billion in non-connectivity revenue in 2022, equal to 31% of total revenue and 26% year-on-year growth. The other generated $12.3 billion, equal to 27% of total revenue and 12% year-on-year growth.
Non-connectivity services represented 31% of total revenue, supported by a technology services business that generated $2 billion in 2023.
Non-connectivity revenue reached $5.3 billion, approximately 30% of total revenue, with 10% year-on-year growth.
Start the strategic conversation that turns a broad opportunity set into a focused, investable and scalable portfolio.
