Monetising shifts in 5G consumer behaviour: the need for greater customer segmentation and user experience

Last month, China’s three major telecoms operators became the first to launch token-based AI plans, packaging AI usage in a way that resembles traditional mobile data bundles, signalling a broader push by operators to commercialise AI, cloud and compute capabilities. This reflects growing interest among operators in monetising AI by moving beyond internal AI efficiencies and towards commercial AI opportunities. The logic is simple – tap the surging interest in AI and put a meter on it – but the concept goes beyond just offering tokens for cash.

The 2026 Fifa World Cup in Canada, Mexico and the US is set to capture the attention of football fans around the world, with operators playing a significant role in its success. The event in many ways represents a microcosm of operator strategy: combining infrastructure performance, customer experience and service innovation to meet immediate demand and strengthen long-term competitive positioning.

From a financial perspective, services beyond traditional core telecoms are now a key component of telco revenue growth. This report looks at how far major operators have progressed with revenues beyond traditional core telecoms, the operators leading in terms of revenue diversification and growth beyond connectivity, and the main trends and drivers of growth.