Operator retail strategies for stores, omnichannel and devices: key survey findings

Operator retail strategies for stores, omnichannel and devices: key survey findings
This Report is locked

This report is available to those subscribed to the Digital Consumer module.

Learn more about our packages

Debates about the future of retail stores have been amplified by the Covid-19 pandemic. This is true for all industries, not just telecoms. Consumers have come to expect omnichannel journeys; operators need to be aiming for these to attract and retain customers. While the shift in purchases to online channels will keep growing, telco retail operations will continue to maintain a core store presence to engage on a personal level, delivering enhanced experiences tailored to customer needs.

In October 2021, GSMA Intelligence surveyed 100 telecoms retail professionals from operators around the world to understand their views on the current and future shape of operator retail strategies. The goal was to better understand (and compare) how operators are evolving their retail strategies across a range of areas including retail stores, omnichannel practices, distribution, devices and sustainability. The accompanying dashboard provides all the relevant survey data, including data by region and operator size.

Authors

How to access this report

Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.

Enquire about subscription

Contact our research team

Get in touch with us to find out more about our research topics and analysis.

Contact our research team

Media

To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.

Learn more

Related research

The mobile churn challenge: where loyalty is lowest and four recommendations for operators

Mobile networks and connectivity
Digital consumer services
Digital Consumer

The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.

This report is locked

Industry Checkpoint: consumer devices, Q3 2025

Devices
Digital Consumer

This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.

This report is locked

MWC Shanghai 2025: a window into the future?

5G
Artificial intelligence (AI)
Mobile networks and connectivity
Satellite and non-terrestrial networks (NTN)
Digital Consumer
IoT & Enterprise
Mobile Operators and Networks
Fixed, TV and Convergence
Spectrum

MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.

This report is locked
Full access
Get full access to our research now, get in touch with us to find out more about our research topics and analysis
  • 200 reports a year
  • 50 million data points
  • Over 350 metrics