Global Telecom Study 2026

Telco's price-value perception is under pressure. As connectivity becomes commoditized, premium operators are struggling to justify higher prices. Budget-tier 5G, eSIM, unlimited data, and streaming bundles are now widely available, however only around 50% of customers believe their provider offers good value-for-money. The result is growing ARPU pressure, especially in premium segments where ARPU is down 2.6% CAGR since 2024.  

Brand still matters, but only when it is clearly positioned and supported by the right portfolio strategy. While 50-70% of customers cite brand as a key factor in provider choice, price and plan terms increasingly dominate lower-end segments.  

See how telcos can use brand portfolio strategy to compete on value, not just price. 

Telco acquisition has long been a pure volume game, but growth built on the wrong customers can quickly become expensive. As global ARPU declines, product features lose differentiation potential, and budget players gain ground, operators need to look beyond net additions and assess whether new customers will strengthen or dilute the base.  

MVNO growth is reshaping the available customer pool, particularly in Europe (1,775) and North America (165). Local pricing power varies sharply across markets, from premiums exceeding 200% in some to effectively zero in others. Where customers cannot see a clear step-up in value, they increasingly default to price. This is why operators need to focus not only on how many customers they win, but which ones.

See how telcos can shift from volume-led acquisition to value-led inflow.

Telco operators often focus on acquisition, but our study shows the bigger growth opportunity is already inside the existing customer base. Operators that manage the base commercially can unlock higher customer lifetime value (CLTV). That starts with identifying the right segments, improving satisfaction and engagement through the HELP Index, and accelerating ARPU growth through targeted base levers.

The upside is material: loyalty program participation can lift CLTV by 20%, telco app usage by 17%, and convergence by 36% in mobile ARPU. But many levers are still underused, with only 46% of premium customers enrolled in loyalty programs and roughly half of customers globally still unconverged.

See how telcos can turn the existing base into a more sustainable engine for growth.  

Telco churn risk builds before customers actively decide to leave. Globally, 28% of mobile and 31% of broadband customers are considering switching providers, driven by weak price-value perception and network dissatisfaction as the biggest triggers., However, replacing lost customers through acquisition alone is a losing battle.

The default response - price cuts – is making the problem worse, eroding margin without building loyalty. The bigger opportunity lies in the 70% of the base that is open to value-focused retention: better service resolution, loyalty programs, and targeted offers that do not lead with price.

See how telcos can move beyond reactive discounting and build a stronger system for retaining customers that matter most.