“You've got to be price competitive, that's all. You do not need to be the cheapest. In fact, I think it's a good idea not to be the cheapest because then it’s a race to the bottom and with the margins and it just doesn't make sense. And I always say price is the laziest proposition. It's doesn't take anyone to lower the price. Maybe you haven't applied your mind. I think just be price competitive – I think that's a baseline. The rest has got to be what does the customer want. Then make sure that what they want, they're able to easily get.”
Apr 6, 2023
What is the optimal level of digitization?
In this episode, host Matt Roberts of Amdocs and his co-host Shahar Dumai, Digital Brands Marketing at Amdocs, sit down with another guest at the Mobile World Congress (MWC) 2023 in Barcelona, Spain: Calvin Collett, CEO and co-founder of Melon Mobile. To kick off the episode, Calvin explains the story behind Melon, and what makes it unique from other telco companies.
“It’s not just about the price I'm selling at. For consumers, they buy experiences. They don't buy mobile connectivity with a certain price. So very soon we'll be able to generate personalized ads on Instagram specifically tailored to the specific viewer. Then you can see the packages - the actual specifications, the actual the amount of data, the price. Everything along with the personalization of the actual message. I think that would be game changer.”
He explains that the idea behind Melon was to build a digital telco that balances digitization, customer service and operations, and why the company’s partnership with Amdocs has been such a great fit. They also discuss the elements of optimal digitization, and why taking a customer-centric approach is essential.