The future of telco retail: towards an omnichannel world

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 efforts of operators and their partners translate into a significant economic impact for countries in the EU. In 2025, mobile technologies contributed €1.1 trillion of economic value in the region. However, Europe is at a crucial moment. As the region looks to boost competitiveness and strengthen resilience in an uncertain global environment, the quality of its digital infrastructure will be a key determinant of success.

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.