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At GSMA Intelligence, our research focus is evolving constantly, adding new insights as new technologies and trends reshape the industry. Annually, GSMA Intelligence publishes more than 200 reports and exclusive analysis, adding greater insight into our data and supporting our customers in making stronger business choices. GSMA Intelligence subscribers have the added benefit of exclusive access to our original research series.

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e&: A strong first-party gaming offering to profit from high consumer usage of digital gaming
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition analyses e&'s comprehensive consumer gaming offering as part of its wider digital services strategy.
EE: Digital gaming as an important component of a wider consumer revenue growth strategy
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition looks at EE's approach in gaming as part of its wider consumer revenue growth strategy.
Orange: Offering own digital gaming services with an eye on B2C revenue growth and 5G monetisation
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition explores how Orange is using its own digital gaming offering to support consumer revenue growth.
Telefónica: Pushing consumer genAI through the Aura digital assistant
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition looks at how Telefónica is driving consumer generative AI through its Aura digital assistant.
e&: Embracing consumer genAI with customer experience as the overarching goal
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition explores e&'s use of generative AI in consumer apps, retail stores and customer service, with customer experience as its overarching goal.
Deutsche Telekom: Driving service innovation and user experience for consumers with genAI
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition highlights how Deutsche Telekom is utilising generative AI to improve service innovation and customer experiences.
Emerging consumer tech: examining digital gaming, genAI, XR and the metaverse through a consumer lens
There is a wave of innovation across consumer devices, connectivity and digital services. Within digital services, three areas are capturing growing interest: digital gaming; generative AI; and extended reality (XR) and the metaverse. In this report we draw upon findings from our consumer survey to uncover insights that can help players in these ecosystems sharpen their competitive strategies and refine their commercial offerings.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
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.
Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
Extended reality: developing a successful B2C strategy requires work in five important areas
Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide. In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
Reliance Jio: A 5G strategy aligned with an ambition to become one of India's preeminent digital services providers
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition explores Jio Reliance's approach to capturing the consumer 5G opportunity.
SK Telecom: A consumer 5G strategy centred on bundling and customer segmentation
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition looks at SK Telecom's consumer 5G strategy.
Verizon: Targeting consumer 5G monetisation through innovative pricing plans, FWA and digital entertainment
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition highlights Verizon's multi-pronged approach to consumer 5G monetisation.
Monetising shifts in 5G consumer behaviour: the need for greater customer segmentation and user experience
Our latest consumer survey shows that almost half of non-5G users plan to upgrade to 5G. However, the work remains cut out for operators in terms of capitalising on this positive consumer sentiment for successful 5G monetisation. More efforts across areas such as 5G network quality, 5G customer segmentation, tariff innovation and 5G partnerships are key to advancing consumer 5G adoption and monetisation. In this report we explore the above and further aspects of consumer 5G in depth, supplemented with three operator case studies on consumer 5G from around the globe.
Five recommendations for a successful generative AI strategy in the consumer market
GSMA Intelligence outlines five areas of focus to be considered in developing a successful consumer genAI strategy.
Above and beyond: how services beyond connectivity generate more than two thirds of operator revenue growth
Service and revenue diversification has become a strategic focus for major operators in recent years. GSMA Intelligence research, based on rigorous analysis of financial results, shows that major operators continue to make progress.
Telefónica Spain: Providing smart home security as a value-added service and AI use case
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition highlights Telefonica's smart home service focused on security, which is part of its digital services push.
e&: Strengthening its digital services strategy to drive revenue growth
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition highlights how e& is expanding its portfolio of digital services to bolster revenue growth.
Fintech, mobile money and the rise of super-apps
This report focuses on the increasing investment by mobile operators and service providers on super-apps, where legacy mobile banking, payments and messaging apps and more are subsumed into one all-inclusive app. With new technology, super-apps today can feature a core stack with 'mini-apps' that are layered on for quick development and rollout. This gives a lot of flexibility and speed for operators to build out ecosystem partnerships and bring new services to market fast, thereby increasing their revenue generation potential.
CES 2025: key trends across consumer devices, smart home, digital entertainment and automotive
CES saw more than 140,000 attendees from over 150 countries and over 4,500 exhibitors. To help navigate the key announcements, developments and implications from the show, this report focuses on four key areas of innovation: consumer devices, smart home, digital entertainment and automotive.
The changing shape of the digital consumer in 2025: insights from the Global Consumer Survey
Innovation in consumer technology and shifting consumer behaviour are redefining consumer experiences, creating opportunities for new and existing players. But consumer budgets are still under pressure in many markets, so monetisation is not straightforward. Consumer segmentation will be important, and this requires insights into how consumer preferences are evolving.
Consumers in Focus: eSIM User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to eSIM user behaviour in a consistent and structured way.
Consumers in Focus: Device User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to device user behaviour in a consistent and structured way.
Consumers in Focus: Generative AI User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to generative AI user behaviour in a consistent and structured way.
Consumers in Focus: Metaverse User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to metaverse user behaviour in a consistent and structured way.
Consumers in Focus: Gaming User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to gaming user behaviour in a consistent and structured way.
Consumers in Focus: 5G User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to 5G user behaviour in a consistent and structured way.
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