Frontrunners seek new ways of doing business, leading the transformation of their customers’ lifestyles.


The Frontrunner approach to growth

Frontrunners are characterized by a mindset that challenges conventions to make connectivity more relevant to people, businesses and society. They seek new ways of doing business, leading the transformation to a digital reality. In order to achieve this, Frontrunners deploy growth strategies with a dual focus, enhancing their core business while at the same time exploring new markets like the Internet of Things working to secure future revenues from 5G.
Through investigating Frontrunners’ differentiation, market, customers and product scope, as well as their approach to technology and operations, we identified three strategies that Frontrunners adopt:

"You need to have a credible network, it's a must have.". CSO, Frontrunner North America

Strategies to profitable growth

Independent of the market role that a Frontrunner takes, we have found a clear pattern in growth strategies; there is a strong emphasis on the quality of service as the foundation for growth. Network performance has a prominent position in the growth strategy of all Frontrunners and remains in constant focus.

These are the three strategies adopted by Frontrunners:

Offering-led transformation

Offering-led transformation

An offering-led transformation strategy sets Frontrunners apart from rivals with its uniquely-designed offerings that redefine customer value. Most often this Frontrunner is a challenger and a Mobile Only operator, running a lean operation and relying heavily on partnerships and alliances.

Market-led adaption

Market-led adaption

Frontrunners that adopt a market-led adaptation strategy differentiate by providing a complete e2e customer experience to targeted segments and they are characterized by quick adaptation to new market conditions. To some extent they mimic Quality Led operators, but do so across specific segments of the market.

Quality-led progression

Quality-led progression

Frontrunners that take a quality-led progression strategy differentiate themselves due to their high-performing networks and services, as well as strong brand preference. Typically, the incumbent operator and market leader with financial muscle to outspend their competition.

Each strategy is determined by the approach within five key areas:


What’s the main differentiation in the way they conduct their business, how do they see themselves in respect to the market, and how does the user see them?

Market scope

How do they market their offerings to the user and what channels/tactics do they utilize?

Customer scope

What customer elements do they focus on and how do they deliver on these?

Product scope

What products do they offer and how does their offering play into their strategy?

Technology and operations

What kind of partnerships do they utilize and how do they become more than a simple connectivity and communications platform provider? Is there a focus on internal efficiency?

Learn more

Growth Codes

How successful operators across the world are leveraging the ever evolving demand for mobile data services.

The Codes

Operators who have most successfully turned the extraordinary demand for mobile data services of the past few years into profitable revenue growth show remarkably similar behaviors in seven key areas.

The Growth Codes Dashboard

The Growth Codes Dashboard provides both a structure and a benchmarking tool to examine your own business and compare your own business performance with the Frontrunners or peers.

Monetizing data, today and into 5G

By researching the equivalent of 800 million consumers and what they want and need from operators in today’s environment and into 5G, we have come up with 6 Calls to Action that all operators should look into and deliver on.

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