Operators in emerging markets currently occupy a central role in the mobile content value chain, but few are giving mobile content services the attention required to develop an attractive service portfolio, according to Ovum.

 

Ovum said most operators have so far been too busy with land grab and expansion to be able to make the transition from providing basic voice and SMS services.

 

Ovum’s research indicates that many operators’ strategies need more refined customer segmentation, stronger marketing, more effective management of the content value chain and a carefully considered application store strategy.