Summary: TeliaSonera’s digital partnership with OTT streaming music disruptor Spotify has worked well while other operator music tie-ups have languished. We investigate how the partnership has helped both companies to target new market segments and develop innovative products, with Spotify benefiting from TeliaSonera’s marketing channels and direct investment, and TeliaSonera leveraging both Spotify’s brand association with youth-oriented digital innovation, and the serious stickiness of the Spotify service. (Telco 2.0 Transformation Stream, March 2016)
Below is a 1 page extract from this 31 page Telco 2.0 Report that can be downloaded in full in PDF format by subscribers to the Telco 2.0 Transformation Stream here. The full report includes an Executive Summary, along with further detailed content and figures outlined below the extract. To find out more about how to join or access this report please see here or call +44 (0) 207 247 5003.
An agile approach to building and managing complex partnerships is one of the key elements of becoming a Telco 2.0 organisation. As discussed in our previous report on Digital Partnering Strategies, we see two new trends in telco approaches to digital services partnerships:
The increasing complexity of digital services partnerships, and the related trend for larger partnership ecosystems with many partners participating from different levels of the value chain, require telcos to take a different and more flexible approach. To be effective, this approach needs to take into account, and support, the particular characteristics of digital businesses:
Based on our observations from TeliaSonera’s long-term relationship with Spotify, and from our earlier analysis of AT&T’s successful Drive connected car ecosystem, we have identified a set of key success factors, and major barriers, for effective digital services partnerships between operators and third parties.
In this report, we evaluate the TeliaSonera-Spotify partnership against this framework, as well as looking at the drivers for the partnership, the quality of execution, and the evidence of its success.
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...Members of the Telco 2.0 Transformation Stream can download the full 31 page report in PDF format here. For non-members, to find out more about how to join or access this report please see here or call +44 (0) 207 247 5003.
Technologies and industry terms referenced include: spotify, teliasonera, partnership, digital, strategy, OTT, digital partnering, multiplay