JOURNAL ARTICLE

Telcos recast as AI-driven full-stack digital platforms: TSPs in India are expanding beyond connectivity, bundling cloud, OTT and analytics to deepen user engagement, strengthen retention and lift revenue metrics.

  • Published In: Voice & Data, 2026, v. 33, n. 2. P. 8 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: VAISH, PEEYUSH 3 of 3

Abstract

The article discusses the transformation of telecom operators (telcos) in India as they evolve from traditional connectivity providers to AI-driven digital platforms. This shift involves bundling services such as cloud storage, over-the-top (OTT) content, and analytics to enhance user engagement and retention. By adopting freemium models and integrating various digital offerings, telcos aim to reduce customer churn and increase average revenue per user (ARPU), which rose by 19% year-on-year according to the TRAI FY2025 report. The article highlights how this strategic realignment positions telecom companies in direct competition with IT and digital service firms, leveraging data insights to create personalized services and strengthen their role in India's digital economy. [Extracted from the article]

Additional Information

  • Source:Voice & Data. 2026/02, Vol. 33, Issue 2, p8
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2026
  • Accession Number:191881622
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