Building a digital services growth engine beyond connectivity

A telecom operator used its customer reach, a single customer identity and partner services to turn digital services into a business of their own, beyond connectivity.
Two professionals on a rooftop at sunset, one holding a tablet beside a cellular tower, looking over a city skyline and distant hills.
Double-digit revenue share
Digital services now account for a double-digit share of consumer revenue.
Open digital membership
A membership model brings in users from outside the connectivity customer base.
Services from partners
Third-party providers add services across several everyday categories.
Test-and-scale model
Each new service starts small, proves demand and then grows.
Sunlit living room with a man and teenage girl smiling over a tablet on a sofa while a woman stands behind holding two mugs.
From subscriber reach to ecosystem growth
Financial services with a clear plan to grow margin
Objectives
Create new revenue streams beyond connectivity, built to scale
Opportunity
Use the operator's customer reach, identity and channels to connect consumers with a wider portfolio of digital services delivered by partners
Scale alone stopped being enough

The operator started with a large customer base and strong sales channels. Services ran separately, each partner deal was built from scratch and launches moved slowly. Little of the customer reach turned into repeatable digital growth.

Key Challenges
Telecom tower on a rooftop overlooking a brightly lit city and bay at sunset, with mountains in the distance and orange-purple sky
1: Growth tied to the core. Traditional connectivity was still the main source of revenue, so the operator needed adjacent businesses ready to scale.
Smiling woman in a sunlit kitchen taps her smartwatch while wearing earbuds, with a smart speaker, phone, mug, and plants on the counter.
2: A fragmented digital offer. Services were hard to find, combine and manage as one coherent portfolio.
Two smiling business professionals wearing lanyards exchange a card in a bright modern office lobby with glass walls and a wood-paneled reception desk.
3: Partner onboarding by exception. Each new provider brought its own bespoke commercial, technical and operational work.
Three people work on electronics at a cluttered workshop bench, surrounded by tools, wires, shelves of parts, and warm desk lamps.
4: A slow route from concept to scale. Long launch cycles left little room to experiment and slowed down what the operator learned from the market.
Woman jogging on a park path at sunrise, wearing a teal jacket and earbuds while checking her smartwatch, with misty grass, trees, and a golden sky.
5: Customer signals disconnected from growth decisions. Identity and service-usage insight rarely made its way into portfolio, partner and activation choices.
Solution
One ecosystem linking strategy, partners and service launches

NTT DATA brought its experience with operators to the project. The team joined growth strategy, ecosystem design, shared digital capabilities and a test-and-scale operating model, so the operator grows its portfolio without building every service in-house.

check icon
Define the growth model

Prioritize service domains, target segments and monetization paths across B2C and B2B2X, with a clear value proposition for partners.

check icon
Orchestrate the partner ecosystem

Set one repeatable way to find, onboard, integrate and evolve third-party services.

check icon
Build a shared digital-services foundation

Connect identity, catalog, commerce and channels through reusable capabilities for many services and business models.

check icon
Launch, learn and scale

Release services step by step, test demand and scale the ones with proven customer and commercial value.

Impact
From connectivity reach to ecosystem value

By connecting customer identity, partner services, channels and portfolio decisions, the operator expanded its addressable market, built a service portfolio ready to scale and turned digital services into a meaningful source of revenue beyond connectivity.

Drag